Advanced Typography-Task 2A & 2B: Key Artwork and Collateral
20.9.2023-10.11.2023 | Week 04-Week 07
Zhao GuanMei | 0363166
Advanced Typography | Bachelor of Design (Honours) in Creative Media
Task 2: Key Artwork and Collateral
CONTENT
Lectures:refer to task 1
Task 2A : Key Artwork
Ideation and sketches
Digitalization
Key Artwork Final Outcome
Task 2B : Colletarls
Final Key Artwork with color
Animated Key Artworks
Self-Portrait
Collaterals
Instargram Posts
Feedback
Reflections
Further reading
INSTRUCTIONS
Task 2A :Key Artwork
For task 2A we can use our own name or pseudonym to create a Key Artwork.
Ideation and sketches:
Initially, after we looked at many brand logo's fonts, I looked up some
font creations on Pinterest that I was interested , I found the
characteristics of their composition, and looked for the direction of my own
keywords.
Then I mimicked and experimented with the number of fonts and letters on
sketch book.
Fig. 1.4-1.6 Sketches (week 4 18.9.2023)
Ideation on Key Artword:
To express the original meaning : outstanding and beauty.
Fit my style: Neat and refined appearance is very important.
My character : persistent but friendly
Digitalization:
Fig. 1.7-1.8 Letter adjust in grids (week 5 27.9.2023)
Key Artwork Final Outcome:
Fig. 1.9 Final Key Art Work black &white JPG.(week 5 29.9.23)
Final Key Artwork - PDF (week 5 29.9.23)
Task 2B:COLLATERAL
1. Key Artwork with color and GIF.
In this week we are assigned to go to the colour hunt site and pick a
colour palette for our brand's identity ，These colors require a strong
contrast between the darkest and lightest color.
#180A0A #FADFEC F10086 #F582A7
Fig.2.0 Color pick from Color Hunter (week 5 29.9.23)
Final Key Artwork with color:
Fig. 2.2Final Key Artwork with color (week 5 29.9.23）
Final Key Artworks with color-PDF (week 5 30.9.23)
Key Artworks Animation - GIF:
We are asigned to use the expanded key artwords to create a GIF, I choose to import my works into Photoshope for works.
For Fisrt part, I want to create a scrolling effect , using the position tool in Photoshop to move the elements by creating anchor points.
Fig.2.3 progress in Photoshop (week 5 1.10.23)
Fig.2.4 First part GIF. (week 5 1.10.23)
My idea for the second part is to embed English letters in my Chinese name to create a horizontal scrolling effect.
Fig. 2.5 Second part Time line (week 5 1.10.23)
Fig.2.6 second part GIF (week 5 1.10.23)
In the third part I animate my key art words using different main colors, By adjusting the time of each frame to make the conversion effect, I set the beginning and end frames to 0.5 seconds and the others to 0.2 seconds.
Fig. 2.8 third part GIF (week 5 1.10.23)
Final Outcome-GIF (week 5 1.10.23)
2. Self-Portrait:
For portrait design, I chose the photo of the side face, used the
selection tool in Adobe Photoshop to remove the original background,
and then imported it into Adobe Illustrator to complete the following
design.
Fig. 2.3 self-protrait take by phone (week 6 30.9.23)
Fig. 2.4 Final self-protrait jpg. (week 6 30.9.2023)
Collaterals:
-Expand your key artworks identity into your chosen
collateral.
Gift Card:
Fig. 3.0 Gift Card (week 7 11.10.23)
Hand Lotion:
Fig. 3.1 Hand Lotion (week 7 11.10.23)
Face cream:
Fig. 3.2 Face Cream (week 7 11.10.23)
Fig. 3.3 Face Cream (week 7 11.10.23)
Fig. 3.4 Face Cream (week 7 11.10.23)
Fig. 3.5 Face Cream (week 7 11.10.23)
Instagram Posts
Fig. 3.6 Layout Preview in Adobe Illustrator (week8 13.10.2023)
Final Instagram profile:
Profile link :
Guanmei
Bio : Your Style, Your Crown.
Fig. 3.7 Screen Grab From Instagram(week 8 13.10.2023)
FEEDBACK
Week 4
General Feedback：To make sure that the key artwork is not just a beautiful font, but conveys its meaning.
Specific Feedback：The design on your sketches are not clear enough about its characteristics and does not express its meaning, must first determine the meaning to express and then try to design the key artwork.
Week 5
General Feedback：No general feedback given.
Specific Feedback：Remove the unnecessary connections between the letters, and adjust the font thickness and size with grid to make them uniform, make the design balance.
Week 6
General Feedback：Showing the same thing again and aigan that reduces the power of the logo.The expansion can be descirbes our brand and ourselfs.
Specific Feedback：No specific feedback given.
Week 7
General Feedback：The posted instargram should be more interesting,do not repeat the keyworks , need have your expressions and your self protrait.
Specific Feedback：Don’t put too much key artworks or elements on the collaterals , will appear messy, reduce the repetition of that, just retain the main expression.
REFLECTIONS
Experience:After considering the my name's characteristics and my personality , I choose colors to reflect the brand image I want to convey. I continue to sketch and experiment with different typography and graphic elements to see which design best brings out my personality. In the process, I was very happy to see that the key artwords designed by myself could be used on crafting branding collaterals.
Observations:By designing fonts, colors, and graphic elements, I gain a deeper understanding of my own personality traits and how to express them through visual elements. This process will allow me to gain a deeper understanding of branding building, and explore the difficulties I face when I want to crafting branding collaterals. I'll start thinking about how I look in the eyes of others and how I can convey that image by creating the ig posts.
Findings:I find that only when I know enough about what I want to express, I will be more effective in creating my own key art words.
FURTHUR READING
<Typography Basics>
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