Advanced Typography Task 2 (A) / Key Artwork, Task 2 (B) / Collateral

21.9.2022 - 12.10.2022 (Week 4 - Week 7)

Takuto Hozumi / 0354047 / Bachelor Of Design (Hons) In Creative Media

Advanced Typography

Task 2 (A) / Key Artwork, Task 2 (B) / Collateral

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LECTURES

All lectures 1 to 5 were completed in Task 1.

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INSTRUCTION

Task 2 (A) / Key Artwork

Project Outline

The key artwork is a wordmark/lettering but is also an artwork. As a wordmark/lettering, it is used to identify an event/person but it is also used as an artwork that might adorn a lapel pin/T-shirt/poster (collateral). The key artwork can be disassembled into constituent shapes to form vibrant patterns that continue to maintain and expand the visual identity. Use your first name or pet name For this task, you can use the initials (EF) of your name, your first name (Edward), or your pet name (Teddy). Explore and compose as many permutations and combinations of these initials. The final key artwork must be an elegant solution, not complicated or confusing that leads to a functional and communicable key artwork. This key artwork will subsequently be used in Task 2(B) collateral.

Tasks 2(A) and 2(B) will require you to explore the boundaries of communication using the knowledge gained from all modules notwithstanding this semester’s exercises of Typographic Systems and Type & Play. Synthesize the knowledge and create a key artwork that excites you and is memorable.

Process of Work

1. Research & Idea Sketching

First, I researched logo designs that would serve as references for this assignment.

Fig.1-1: Serif Style

Image from: Jessica Jones

The first idea that came to mind was a logo design in serif style. In my country, it is very common style as a logo design for alphabets, as represented by Sony. Perhaps because of the high-class impression design, many companies tended to sell expensive products such as luxury brands and electronics.

Fig.1-2: Cursive, Handwriting Style

Image from: Jessica Jones

The Coca-Cola logo is considered so well designed that it is sometimes used on fashion items, even though it was originally a beverage brand logo. Although I have a question about readability, the letters are connected and the overall design is easy to harmonize.

Fig.1-3: Block, Print Style

Image from: Jessica Jones

Each letter is designed to be independently legible and easily understood by all. But in the above examples, I don't think ebay logo is the only one with good readability. Since the shapes are completely divided, it is easy to separate the colors and decorate them.

Fig.1-4: Stroke Reference

I had never written letters in cursive style and could not even recognize some of them. So I learned a little about the writing system.

Fig.1-5: Idea Sketch (4/10/2022)

Based on my research, I drew an idea sketch. However, the block type lacks the external interest of the letter shapes, so I mixed this with another element from my cultural background a bit for #3-3, 4.

Fig.1-6: Ainu Style Pattern

https://ainugo.nam.go.jp/siror/monthly/201704.html

This is the pattern of the old civilization "Ainu" located in present-day Hokkaido. It is one of my favorite Japanese ethnic patterns. Overall, the strokes are bold and angular, and the pattern is printed without too big gaps to ensure uniformity throughout. In #3-3, only my pet name is present, but in #3-4, I have adopted the element of the Ainu pattern and added shapes to fill in the blanks.

2. The flow of Creating the Final Candidates

Fig.1-7: Traced Path from the Idea Sketch

Fig.1-8: Uniformity

Fig.1-9: Design Exploration

Fig.1-10: Candidate for Final ver.1

Fig.1-11: Design Exploration

Fig.1-12: Candidate for Final ver.2

Fig.1-13: For in-class Presentations (12/10/2022)

3. Reflection Based on the Feedback

Based on the feedback from Week 7, we decided to begin work on designing a logo that fits in a square and a new letterform to accompany the key artwork.

Fig.1-14: Fine-tune key artwork

Some of the asymmetry parts were refined into perfect symmetry. Key artwork can also be used as a pattern by extending it continuously.

Fig.1-15: Letterform Design Process 1

Fig.1-16: Corner treatment

The letterform design is even closer to the design motif of the Ainu pattern than the key artwork.

Fig.1-17: Letterform Design Process 2

Fig.1-17: Motif and Key artwork

Fig.1-18: Brand Logo

I then created a responsive logo based on these materials.

Fig.1-19: Sample of Responsive Logo

https://www.pinterest.jp/pin/341710690480847911/

A responsive logo is an artwork regulation that allows the same brand to use different logos in different forms for different purposes, such as the size and background color used.

Final Outcome

JPEG

Fig.1-20: Key Artwork Final Outcome (19/10/2022)

PDF

Task 2 (B) / Collateral

Project Outline

You are tasked to design a t-shirt, lapel pin, an animated key artwork and an Instagram account transforming the key artwork into a brand. Students will work on the animated key artwork first and fine-tune the outcomes before going on to the and other collateral material: t-shirt, lapel pin and finally an Instagram account. The output must result from in-depth exploration and must communicate both visually and textually the desired message and mood set by the key artwork and its function.

Process of Work

1. Animation

Fig.1-21: Animation Parts 1

Fig.1-22: Animation Parts 2

Fig.1-23: Animation Parts 3

Fig.1-24: Exporting Image Data

This time, the key artwork was created in Illustrator, exported to an image, and imported into Premier Pro to create the video.

Fig.1-25: Premier Pro

The following is an export of the specified size.

Fig.1-26: Animated Key Artwork (H800px W1024px)

2. Product Design

From the assignment outline, a minimum of 9 posts to the Instagram account is required. Therefore, a total of eight images were created brand product images and abstract images.

Fig.1-27: T-shirt

Fig.1-28: Badges

Fig.1-29: Abstract Image 1

Fig.1-30: Foodie

Fig.1-31: Abstract Image 2

Fig.1-32: Sneakers

Fig.1-33: Mug cups

Fig.1-34: Shaker

These images and an image of the Instagram account with a total of nine animated posts completed are below.

Fig.1-35: My Instagram Account

Final Outcome

Animated Key Artwork

Fig.1-36: Animated Key Artwork Final Outcome (22/10/2022)

JPEG

Fig.1-37: Task 2 (B) / Collateral Final Outcome JPEG (22/10/2022)

Instagram URL: https://www.instagram.com/takproject/

PDF

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FEEDBACK

Week 6

General feedback: When making a mark, we should care if it fits in a square shape. Good mark design is stable, simple, communicable, understandable, and symmetrical. When arranged in a grid, it is easier to handle if it is closer to a square.

Specific feedback: Ideas #3-3 and 3-4 stand out. Looks like the pattern of the Inca Empire → I got the idea from the traditional pattern of the northern part of Japan. → If based on cultural background, it's okay because there is a reason.

Week 7

General feedback: Clarify the purpose for which the logo exists. Logos are meant to articulate identities, such as a person or brand image. Some designs called responsive logos, change shape in stages depending on size. Regulations need to be established.

Specific feedback: There was a suggestion to create artwork and letterforms that further elaborate on the ethnic patterns of the reference. More research should be done on other elements that can be utilized in typography, such as letter tip aperture, stitching, and other details.

Week 8 - No Feedback (Independent Learning Week)

Week 9

General feedback: Students should not use too many objects in the 9 posts that are not related to the key artwork.

Specific feedback: The design of many products and overall unity are necessary.

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REFLECTIONS

Experiences

This assignment was an opportunity for me to not only learn about typography but also to investigate logo design and branding. Particularly I am interested in a responsive logo, a design with regulations for various usage scenarios.

Observation

Assignments with relatively few restrictions and the freedom to work on them can be interesting, but they can also be difficult. Many times along the way, especially in the process of designing the typefaces that accompany the key artwork, I wondered if this was the right design and lost my way. When I create a design and then look back at the design after some time has passed, it seems terrible. The challenge for the future is to check the quality of my own work objectively.

Findings

I have found that it is important for a logo design to be highly visible and versatile enough to meet a variety of specifications. Sometimes it is better to create a series of logos instead of being limited to one form. And learned that various factors, such as the degree to which motifs are deformed, should be appropriately selected.

FURTHER READING

VISUAL RESEARCH AN INTRODUCTION TO RESEARCH METHODOLOGIES IN GRAPHIC DESIGN

Fig.2-1: VISUAL RESEARCH (IAN NOBLE, RUSSELL BESTLEY)

The book explains visual images in graphic design based on many actual examples. (Many examples of logo design are also included.) From the design analysis, he explained how design principles are actually applied in projects. I just referred to the logos and symbols section more, but the interesting part of the book was the cultural, political, and historical references that sometimes appear in the cited papers. Other examples of designs related to our real lives, such as buildings and road signs, are also provided.