Advanced Typography / Task 2: Key Artwork & Collateral
20.05.2025 - (Week 5 - Week 8)
Diane Sani Alexander Wan / 0378712
Information Design / Bachelor of Design (Hons) in Creative Media
Task 2 / Exercises: Key Artwork
TABLE OF CONTENT
1. Lectures
2. Instructions
3. Exercises
4. Feedback
5. Reflection
1. LECTURES
Week 5: Perception & Organization
perception is what you see and understand. It is a typography that deals with the visual navigation and interpretation of the reader via contrast.
Figure 1.1 7 types of contrast.
Contrast - It is an important as it helps create distinction and provides information to the reader.
7 Types of contrast
Contrast / Size: Contrast of size provides a point to gain readers attention. It is common use of size in making a title or heading more noticeable.
Figure 1.2 Contrast / Size
Contrast / Weight: How bold type can stand out in the middle of lighter type.
Figure 1.3 Contrast / Weight
Contrast / Form: A distinction between capital letters and its lowercase equivalent.
Figure 1.4 Contrast / Form.
Contrast / Structure: Different letterforms of different kinds of typefaces.
Figure 1.5 Contrast / Structure.
Contrast / Texture: By putting together the contrasts of size, weight, form, and structure and applying them to a block of text.
Figure 1.6 Contrast / Texture.
Contrast / Direction: It is the opposition between vertical and horizontal, and the angles between them.
Figure 1.7 Contrast / Direction.
Contrast / Color: Color is suggested that a second color is often less emphatic and it has value to it.
Figure 1.8 Contrast / Color.
Form - This refers to the overall look and feel of the elements that would make up the typographic composition. Good form tends to be visually intriguing to the eyes.
Organization / Gestalt - The gestalt theory emphasizes that the whole of anything is greater than its parts.
Figure 1.9 All the Contrasts.
The Perceptual Organization / Grouping:
- Law of Similarity
- Law of Proximity
- Law of Closure
- Law of Continuation
- Law of Symmetry
- Law of Simplicity (Praganz)
Figure 1.10 The Perceptual Groupings.
2. INSTRUCTIONS
3. EXERCISES
Task 2(A)
Week 5:
For this weeks task, we are supposed to create a word mark using our name and find for a few ideas that would fit a specific keyword we picked. I originally picked the keyword Speed, to imply that I enjoy riding my bike, so I find something that correlates with it.
Figure 3.1 Mind map about me. Week 5 (20/05/2025)
Figure 3.2 Mood board for my word mark. Week 5 (20/05/2025)
Figure 3.3 Ideas for the word mark. Week 5 (20/05/2025)
I explored many different ways to go for the work speed and accelerate. Those were the 4 I thought I find interesting throughout the whole experiment with it. I looked up for references and ideas on Pinterest to refer to what I wanted to do.
Task 2(B)
Week 6:
Showed the one I decided to go with, but it needed some minor adjustments. After exploring a lot on ways to make the wordmark still look like it has some speed elements at a far distance, I needed to to make the shapes larger a bit and consistent.
Figure 3.4 Exploration 1 on the wordmark.
Then I proceeded to the color palette. I decided to head to the cooler tone because I think it suits more of the aesthetic I wanted, something more relaxed.
Figure 3.5
Figure 3.6
Figure 3.7
Figure 3.8
Figure 3.9
Figure 3.10 Color palette with wordmark.
Figure 3.11 Word mark with model.
My process into making it into a gif
Week 7:
This is the first draft of the Instagram page. After the given feedback, I still have a lot to change and redo, I'm also not as satisfied with the outcome. Everything seems to be the same like the wording.
Figure 3.12
4. FEEDBACK
Week 5:
General Feedback: The wordmark isn't super noticeable and understanding when looking at it at first glance. There needs to be something related to the keyword in a way. Try to be more specific about it.
Specific Feedback: There wasn't much progress shown, I only had one idea at the time, but from the looks of it, it somehow correlates to my keyword which is speed. Next time give more ideas when in the ideation part.
Week 6:
General Feedback: Focus more on the consistency of the word mark and make them look more aligned.
Specific Feedback: To make the whole thing more consistent and the size of the shapes should all the slightly bigger so it looks the same when it’s seen from a distance. Overall, the word mark looks like a it has speed.
Week 7:
General Feedback: Pick a suitable color palette that would work the wordmark and find for simple mockups for the Instagram page.
Specific Feedback: If I'm sure about the outcome and the way the wordmark looks then I can proceed. Already fixed the size of elements.
Week 8:
General Feedback: Lack of expansion and everything seems to be repetitive and the same. Come out with a better photo.
Specific Feedback: Start exploring on the pentagram given. I don't seem to follow the instructions that well, like a lot is lacking in my work. Everything seems to simple and the patterns all the same. Try doing something different on each posts.
5. REFLECTION
Experience: There was a lot of thought process going into this assignment, but I also learnt a lot on it. It was interesting that we got to experience creating a wordmark. I just can’t seem to find what the issue is with me word mark that I wasn’t really satisfied with, but after looking at other examples and the internet I explored with what I can work with.
Observation: By looking at other students work gave me an idea of how the collateral should look like, I tend to not follow the instructions super well, so I had to also look at more examples on the internet and explore more. I realised I didn’t follow the instructions so I had to redo it and find better mockups, because mine looked to simple.
Findings: So far doing this task has taught me a lot on wordmark and understanding that there's more to it than just simple meanings. It will be useful for future needs
6. FURTHER READING
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