Advanced Typography / Task 2

Perception in typography involves the visual navigation and interpretation by the reader through the use of contrast, form, and organisation of the content, which can be textual, visual, graphical, or colour-based.

Contrast

Several methods in typography can be used to create contrast. The example on the left, created by Rudi Ruegg, is self-explanatory.

Fig.1.1. Typographical Contrast devised by Rudi Ruegg , Week 5, 20.5.2024

Dair identifies seven types of contrast, which Rudi Ruegg has also covered using different terms.

1. Contrast of Size

Size contrast draws the reader's attention. For example, a large letter stands out before a small one. This is commonly used to make titles or headings bigger than the body text.

Fig.1.2. Example of Contrast / Size, Week 5, 20.5.2024

2. Contrast of Weight

Weight describes how bold type stands out among lighter type of the same style. Besides using bold, rules, spots, and squares can create a "heavy area" for visual emphasis, not just varying type weights.

Fig.1.3. Example of Contrast / Weight, Week 5, 20.5.2024

3. Contrast of Form

Contrast of form is the difference between capital and lowercase letters, roman and italic styles, and condensed and expanded versions of a typeface.

Fig.1.4. Example of Contrast / Form, Week 5, 20.5.2024

4. Contrast of Structure

Structure means the different letterforms of different kinds of typefaces. For example, a monoline sans serif and a traditional serif, or an italic and a blackletter.

Fig.1.5. Example of Contrast / Structure, Week 5, 20.5.2024

5. Contrast of Texture

Combining contrasts of size, weight, form, and structure creates texture in a block of text. Texture is how the lines of type appear as a whole, both up close and from a distance, and depends on the letterforms and their arrangement.

Fig.1.6. Example of Contrast / Texture, Week 5, 20.5.2024

6. Contrast of Direction

Contrast of direction involves the difference between vertical, horizontal, and angled elements. Turning one word sideways can dramatically impact a layout. Text blocks also have vertical and horizontal directions, and mixing wide blocks with tall columns creates contrast.

Fig.1.7. Example of Contrast / Direction, Week 5, 20.5.2024

7. Contrast of Colour

Using a second colour is often less striking than black on white. Therefore, it's important to consider which element needs emphasis and to pay attention to the tonal values of the colours used.

Fig.1.8. Example of Contrast /Colour, Week 5, 20.5.2024

Form

Form refers to the overall appearance of the elements in a typographic composition. It influences visual impact and first impressions. Good form in typography is visually appealing, guides the eye, engages the mind, and is memorable.

Fig.1.9. Example of Form, Week 5, 20.5.2024

Typography, derived from Greek words meaning "form" and "writing," involves writing with attention to form. It serves two main purposes: representing a concept and doing so visually. Displaying type as a form highlights the unique characteristics of letterforms and presents them abstractly.

Fig.1.10. Example of Form, Week 5, 20.5.2024

Fig.1.11. Good Examples of how form & communication come together, Week 5, 20.5.2024

Organisation / Gestalt

Gestalt theory highlights that the whole is greater than its parts. In design, such as typographic layouts, each component may be functional individually, but the overall visual form is what truly matters.

1. Law of Similarity : Elements resembling each other are perceived as a single group. Similarity can involve various features like colour, orientation, size, or motion.

Fig.1.12. Example of Similarity, Week 5, 20.5.2024

2. Law of Proximity : Elements near each other are seen as a group. Simply put, things close together are grouped, while those far apart are not.

Fig.1.13. Example of Proximity, Week 5, 20.5.2024

3. Law of Closure : Our minds tend to perceive complete figures or forms even if they are partially hidden or incomplete.

Fig.1.14. Example of Closure, Week 5, 20.5.2024

4. Law of Continuation : Suggests that people tend to see multiple objects as one continuous object, even if they intersect. The alignment of the objects is crucial for this principle to work.

Fig.1.15. Example of Continuation, Week 5, 20.5.2024

5. Law of Symmetry : It says that we prefer balanced and harmonious shapes and patterns. We tend to see objects as symmetrical and find them pleasing to look at.

Fig.1.16. Example of Symmetry, Week 5, 20.5.2024

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INSTRUCTIONS

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TASK

2A: Key Artwork

In this task, the key artwork is both a word mark and a piece of art. As a word mark, it identifies a person, but it can also be used as artwork for items like lapel pins, T-shirts, and posters. The artwork can be broken down into its basic shapes to create vibrant patterns, which helps to maintain and expand its visual identity.

We will explore and create various permutations and combinations of our name as a word mark. The final key artwork should be an elegant, well-balanced, and clear design that is both functional and easy to understand. This key artwork will later be used in Task 2(B) for items like lapel pins, T-shirts, and posters.

1. A mind map about me

Before I started this task, I explored myself by creating a mind map about myself to brainstorm concepts that I could use to create a brand that relates to me. I will use my pseudonym, Jiyoon, as the name of my word mark for this task.

Fig.3.1.1. Mind map, Week 4, 15.5.2024

2. Sketches

I selected three keywords - caring, warm personality and star - as my concepts from the mind map to explore further. I then used these three keywords to sketch out ideas for each.

Fig.3.1.2. Sketches, Week 4, 15.5.2024

#1 Caring - I want to represent my caring personality using an umbrella. I give others around me support and protection in a similar way to how an umbrella protects people from the rain. I want to be the umbrella for them when it rains.

#2 Warming personality - I want to use sun to represent my warming personality. The sun reflects warmth, light, and positive energy, much like the way I strive to bring joy and brighten the lives of those around me. I hope to make people happy, positive, and comfortable, just as the sun makes everything it touches brighter and brings light to the dark.

#3 Star - Star is my favourite symbol. I want to use it to represent the concept of a shooting star. The shooting star represents hopes, dreams, and goal-pursuing. It serves as a reminder that we should strive high and never give up on our goals, no matter how difficult the road may seem. I want to have a positive influence on those around me and encourage them to follow their own dreams and passions.

3. Digitisation

#1 Caring

At first, I use both the shape and pen tools to outline all the elements based on my sketch. I then increase the pen stroke to 10 points in order to make my word mark more noticeable. I make precise adjustments to the word mark's element alignment by using guidelines. I adjust the 'J' to have a more square shape, similar to the "o" and 'n', rather than a curve, to maintain consistency in the letter forms within the word mark. Following that, I apply colour to the umbrella (half circle shape) and the raindrop (the dot for the 'i') to make them stand out.

Fig.3.1.3. Refinement process , Week 5, 21.5.2024

I experimented with both the curved "J" version and the square "J" version of this word mark by adding colour to the umbrella and the raindrop. I also tested how it would appear with an increased pen stroke of 20 pts, but it didn't turn out well. I was considering between the square "J" version, which maintains consistency in the letterform, and the curved "J" version, which resembles the shape of an umbrella handle more closely.

First attempt

Fig.3.1.4. First attempt ( caring ) , Week 5, 21.5.2024

#2 Warming personality

I used the shape tool and pen tool to outline my sketch. After that, I adjusted the counter space to ensure consistency.

Fig.3.1.5. Refinement process , Week 5, 21.5.2024

First attempt

Fig.3.1.6. First attempt ( warming personality ) , Week 5, 21.5.2024

#3 Star

To create an elegant style for this work mark, I found a typeface that suits my concept, called Aura Typeface. I traced the necessary letterforms from this typeface and arranged them according to my sketch. I also refined some minor details, such as adjusting the arm and tail of the 'J', to enhance the overall design.

Fig.3.1.7. Refinement process , Week 5, 21.5.2024

First attempt

Fig.3.1.8. First attempt ( star ) , Week 5, 21.5.2024

I combined these three works into one art board and briefly explained each concept to receive feedback from Mr. Vinod.

Fig.3.1.9. Compilation of three ideas, Week 6, 29.5.2024

After receiving feedback from Mr Vinod, I decided to rework idea #2. I attempted various designs for the word mark for idea #2, but ended up feeling stuck and dissatisfied with my efforts. Therefore, I decided to pursue a new idea that incorporates my family name (Bong) into the word mark design.

Fig.3.1.10. Reattempt for idea#2, Week 6, 29.5.2024

#4 Simple

I tend to overthink everything, but I want to become a simpler person. I want to create a simple, straightforward word mark. Before I began, I conducted some research on Pinterest to determine the style I wanted for my word mark. The style I want is bold, simple, and minimalist.

Fig.3.1.11. References, Week 7, 5.6.2024

I sketched out a rough draft for this word mark. The concept features thick, bold letters to represent the complexity and depth of my initial thought processes. The clean and simple design symbolises my aspiration towards simplicity and clarity.

Fig.3.1.12. Sketches#4, Week 7, 5.6.2024

After that, I started digitising based on my rough sketch.

Fig.3.1.13. (top) Construction of letter, (bottom) First Attempt for idea#4, Week 7, 5.6.2024

I also created two variations based on the first attempt, adding some lines to the word mark to create a bit of contrast.

Fig.3.1.14. Second Attempt & Third Attempt, Week 7, 5.6.2024

I found that the first attempt looks simpler compared to the second and third attempts, and it aligns more closely with the concept of simplicity. Therefore, I've chosen it as my word mark. I also selected my colour palette on Pinterest. The colour palette that I chose, featuring dark blue and pink. I feel that this combination achieves harmony while also creating contrast.

Fig.3.1.15. Colour palette, Week 7, 5.6.2024

Final Task 2A : Key Artwork

Fig.3.1.16. Black wordmark on white background, Week 7, 5.6.2024

Fig.3.1.17. White wordmark on black background, Week 7, 5.6.2024

Fig.3.1.18. Colour palette, Week 7, 5.6.2024

Fig.3.1.19. Wordmark in actual colours on the lightest shade, Week 7, 5.6.2024

Fig.3.1.20. Wordmark in the lightest shade on the darkest shade, Week 7, 5.6.2024

Fig.3.1.21. Final Task 2A ( PDF ), Week 7, 5.6.2024

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2B: Collateral

We are tasked to design an animated key artwork, three collaterals such as t-shirts and lapel pins using the key artwork created in Task 2A. After that, we will create an Instagram account to establish and promote the key artwork as a cohesive brand.

1. Animated Key Artwork

I want to create a simple and straightforward animation for my word mark that aligns with the concept of simplicity. I exported the Illustrator file to After Effects and started working on the animation. I plan to have my word mark fall from the top and add a bounce effect when it reaches the center.

Fig.3.2.1.Progression in After Effects ( Attempt #1), Week 7, 5.6.2024

Attempt #1

GIF.3.1. Attempt #1 , Week 7, 5.6.2024

I wasn't satisfied with the work on my first attempt, so I made another attempt at it. In this attempt, I aim to enhance the bounce of my word mark to make it more lively, drawing inspiration from a YouTube tutorial.

Fig.3.2.2.Progression in After Effects ( Attempt #2), Week 7, 5.6.2024

Final Animated Key Artwork

GIF.3.2. Final Animated Key Artwork , Week 7, 5.6.2024

2. Collateral and mock ups

I found all the product mockups on MockupTree & Mrmockup. I've selected scented candles, tote bags, and phone cases as my collateral items. Therefore, I downloaded the PSD files of each item provided on the website.

Fig.3.2.3. Scented Candle Mock up, Week 7, 5.6.2024

Fig.3.2.4. Tote Bag, Week 7, 5.6.2024

Fig.3.2.5. Phone case, Week 7, 5.6.2024

#1 Collateral - Scented Candle

When designing the label for the scented candle, I experimented with different variations of my word mark by rearranging the letterforms, aiming to create a logo based on the word mark. It looked a bit odd when I enlarged the 'B' and placed it on top of 'ong'. Then, I rotated the 'B' 90 degrees counterclockwise and laid it horizontally across 'ong'. I think it looks more interesting, and when I look at it for a while, it sort of resembles a gorilla.

Fig.3.2.6. Different arrangement of letterform , Week 7, 5.6.2024

Fig.3.2.7. The similarity between the logo and a gorilla from my perspective, Week 7, 5.6.2024

I want to incorporate this idea into my concept. Therefore, I researched the personality traits of gorillas online. Generally, gorillas are very shy and reserved towards people. They will attack only if they are surprised or threatened, or if someone behaves in the wrong way ( berggorilla.org). I feel that the personality of a gorilla is very similar to mine. I tend to be reserved and shy when interacting with others, preferring to observe and understand the situation before fully engaging. Like a gorilla, I often keep to myself unless I feel comfortable and secure, and I only respond assertively if I feel threatened or if someone crosses my boundaries.

I tried using this logo and applied it to the mock-up candle in Photoshop.

Fig.3.2.8. mock-up candle - Attempt#1, Week 7, 5.6.2024

To make my logo resemble a gorilla more clearly, I changed the colour of the 'n' and 'g' to represent the cheeks of the gorilla.

Fig.3.2.9. mock-up candle - Final, Week 7, 5.6.2024

#2 Collateral - Tote bag

I created a pattern by duplicating the letter 'o' and arranging them in a rectangular shape. Afterward, I integrated my word mark 'bong' into this pattern. After completing the pattern, I applied it to the tote bag mock-up.

Fig.3.2.10. mock-up tote bag, Week 7, 5.6.2024

#3 Collateral - Phone case

I reused the pattern that I created and applied it to the phone case. I adjusted the colours using my chosen colour palette to provide more variety. I also incorporated the gorilla logo into the mock-up phone case.

Fig.3.2.11. mock-up phone case, Week 7, 5.6.2024

3. Self portrait

Following Mr. Vinod's advice that the self-portrait background should be white, I took a photo in front of a white wall.

Fig.3.2.12. My Self Portrait, Week 7, 5.6.2024

After making adjustments to the self-portrait in Photoshop, including removing the background and converting it to black and white, I exported it to Illustrator for preparation in the Instagram layout.

Fig.3.2.13. Edited Self Portrait, Week 7, 5.6.2024

4. Instagram Layout

I found that my self-portrait didn't blend well into my layout. Therefore, I plan to integrate the pattern that I created with my self-portrait.

Fig.3.2.14. Instagram layout - Attempt#1, Week 7, 5.6.2024

I started by duplicating the pattern and arranging it horizontally across several sections. Then, I created three new artboards and arranged them in a row. Placing the pattern on each artboard, I adjusted its position to ensure consistency. Afterward, I incorporated my self-portrait into the composition, positioning it to fit seamlessly with the overall design.

Fig.3.2.15. Duplicating the pattern, Week 7, 5.6.2024

Here is the Instagram layout that I want to post.

Fig.3.2.16. Instagram Layout - Final, Week 7, 5.6.2024

Final Task 2B : Collateral

GIF.3.3. Final Animated Key Artwork , Week 7, 5.6.2024

Fig.3.2.17. Collateral 1- Scented Candle, Week 7, 5.6.2024

Fig.3.2.18. Collateral 2- Tote bag, Week 7, 5.6.2024

Fig.3.2.19. Collateral 3- Phone case, Week 7, 5.6.2024

Instagram link: https://www.instagram.com/b.ong_?utm_source=ig_web_button_share_sheet&igsh=ZDNlZDc0MzIxNw==

Fig.3.2.20. IG Screen Grab, Week 7, 5.6.2024

Fig.3.2.21. GIF , Week 7, 5.6.2024

Fig.3.2.22. Final Task 2B / Collateral ( PDF ) , Week 7, 5.6.2024

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FEEDBACK

Week 5

General Feedback: The keywords we use to create our word mark should be positive because people prefer not to associate with negative concepts. Therefore, we should focus on using keywords that highlight our strengths rather than weaknesses. We want people to see our positive side, not our negative side. When designing the word mark, we should consider whether we ourselves would be interested in buying it if it were printed on a T-shirt or other items. Mr. Vinod advised us to check out Pentagram's impressive work examples for inspiration on how to design effectively.

Week 6

General Feedback: Ensuring readability is crucial because people will often try to pronounce the work at first glance. Make sure the text is clear and easy to understand. Try to create something that stands out and represents myself, rather than just following the current trends. Mr. Vinod also explained the need for a responsive logo, which should be adaptable across different platforms and sizes to ensure my signature mark remains recognised and effective in various contexts.

Specific Feedback: The ideas that would be worked on revolve around idea #2, but the work I created to represent this concept is not effective. I need to rework it to find a better way to convey the concept of being sunny. I should also consider the placement of the double "o" to better illustrate this concept. Regarding the letterform in my idea #2, it is too thin; a thicker letterform would have more impact compared to a thin one.

Week 7

General Feedback: Mr. Vinod recommended that the self-portrait be taken against a white wall background to achieve a more professional look. He also directed us to a reference link ( Pentagram ) that outlines how to expand our word mark effectively for branding purposes.

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REFLECTION

Experience: Task 2 (A) took much longer than I expected. I dedicated a lot of time coming up with ideas and trying out various concepts to design a key artwork that could function as both a word mark and a work of art. I tried many designs to perfect them, but it consumed most of my time, leaving little for Task 2 (B). This delay caused me to feel under pressure and anxious, resulting in me not being able to dedicate as much thought and effort to the second part as I had hoped. However, overall, I'm satisfied with what I was able to accomplish within the limited time I had.

Observations: I observed that coming up with a strong and cohesive brand concept is really hard and time-consuming. The initial phase of exploring ideas is crucial, but if it takes too long, it can throw off the entire project timeline. Trying to create a versatile design that can be broken down into basic shapes for different uses added another layer of difficulty. I realised that while it's important to thoroughly explore ideas, it’s also necessary to set time limits to avoid wasting too much time and getting stuck.

Findings: From this task, I learned the importance of setting clear and realistic deadlines for each phase of a project. Without these deadlines, it's easy to devote excessive time to one aspect and find oneself rushed when approaching others. I also discovered that beginning with a rough draft and progressively refining it can be more effective than attempting to perfect every detail from the outset. Moreover, I realised the necessity of prioritising meeting deadlines and maintaining overall quality, which sometimes requires being willing to let go of less crucial ideas or features.

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