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Task 2: Key Artwork | Advanced Typography

 Task 2: Key Artwork

22/04/2024 - 15/05/2024 (week 4 - week 6)

Rafa Maritza Hertrian [0364958]

Bachelor of Design (Honours) in Creative Media/ Taylor's University 

Advanced Typography GCD 61004

Lectures in Task 1

INSTRUCTION


PRACTICAL

 

Research and mindmap

I started this project by creating a mindmap about traits I notice within myself. I listed my likes, dislikes, weaknesses, and strengths. Even though I will only take positive traits for the project, I wrote down dislikes and weaknesses to establish things I should not include in my logotype. 

Figure 2.1 Self Mindmapping

Keywords that I will use: Reliable and Flexible

I chose these two words because I feel that they are my dominant traits. I also asked my peers about which of the things I listed describes me the most and they also said that I am reliable and flexible 

Hence I did a quick research on these two words: 

Sketching


To describe the word reliable, I tried to make the letters in my sketches look as if they are a part of each other just as how puzzles are a part of every piece. Aside from that, to describe the word flexible, I made the letters look either distorted or stretched. 

Digitalization


Left font reference: Univers LT Std

Middle font reference: Gill Sans 

Right font reference: Gill Sans

At the top are the top 3 sketches that I favor out of all my sketches and at the bottom are the digitalized version of the sketch. During the lecture, Mr. Vinod said that he preferred the one on the left-hand side because it is the most readable from a distance. However, Mr. Vinod suggested making it look more consistent in terms of weight, length, and distance between the letters. He also suggested adding something that can make it look more original. 
After getting those suggestions, I continued to refine my digitalization. First, I focused on getting my design to a consistent length and width. Then I explored several traits that can differentiate my design from others. Finally, I chose the last design because I feel like having circles in my design makes it look like it has a highlighted trait. 


After showing this design in printed version to Mr.Vinod, I was given several suggestions to make it more acceptable. 

LAST REFINEMENT OF DIGITALIZATION
1. I chose a fixed font size from the Univers LT Std (I chose it to be 200 pt). Then I made sure to not change the size by expanding it while it was already changed into an object. 


2. Then I change the text into an object and make the edges curve using the direct selection tool. 


3. After that, I moved the letters to the position according to my first digitalization


4. Then I realized that it is kind of difficult to edit the path if it's curved because there would be more anchor points, so I switched the edges back to sharp edges and stretched the letters using the direct selection tool instead of distorting them. Then I switch the edges back to curves. 



5. Finally, I added those circle pieces I had in the previous digitalization. 


Final digitalization in black and white: 


Expansion/ Collateral

Instructions:
  • Expand your key artwork with the knowledge gained.
  • For inspiration view the Pentagram site and study how identities are expanded.
  • Plan out your IG design, and consider creative ways of displaying your visual identity (collateral).
Following the instructions, I looked at the Pentagram site for inspiration on how I could expand my logotype. Below are the brand identities that I was most interested in: 


I noticed that Dream.org uses "DO" from their brand name as the main logo and colors it with vibrant contrasting colors. This is a good strategy because it would make the brand unforgettable. 


I am also very interested in how they expanded their brand into tote bags. 




I am interested in how this brand's consistent use of the color yellow and the unique shape of M. I also think the way they expand their brand to several products is very intriguing. 

Choosing Color 
After getting the gist of how to expand my logotype, I started to explore color hunting to find a color palate that suited my preference and logotype. I made sure to choose a color palette that consisted of primary colors which was recommended by Mr. Vinod. Below is the color palette I chose: 
Color codes
  • #EEE2DE
  • #EA906C
  • #B31312
  • #2B2A4C
Then I experimented with color combinations from the palette to my logotype design. I also tried to add more than one color to the whole letter but it did not suit my preferences. 


Instagram Grid 1
Students were instructed to apply their collaterals to an Instagram grid template. After I showed mine, I was given several comments. Starting off, Mr. Vinod said that my photograph was not in the correct color, every photograph has to be in front of a white wall. He also commented that the collaterals have to consist of the main key art and not the shortened version of it because no one will recognize it. 




Inspired by brand identities from Pentagram, I decided to expand my logotype into a shorter version of it. At first, I wanted to include letters that stood out to me the most which are M, T, and Z from MARITZA. However, Mr. Vinod did not agree with this decision and suggested just having the M if I wanted a short version of it. Though I revised this, I will not use this logo on the collaterals but I might use it for the Instagram logo as suggested by Mr. Vinod. 


From the grid in Figure -,  Mr. Vinod commented that I need to expand more creatively. Therefore, I continued to experiment with how I could expand my key art. After staring at my key art for hours, I noticed that the most noticeable feature from my key art was the dripping-looking part from the M. Then I realized that it looked like a liquid dripping. I feel like this represents my flexible personality as liquids are flexible. From that, I tried to incorporate the liquid dripping concept. 
I applied this element to my color palette to make it as if each color is melting into another. I got this idea because Mr. Vinod said we could adjust the color palette to however we want and said to not just copy what he was doing. I include this piece in one of my Instagram posts. 

Collateral 1: Phonecase

I created another form of this color dripping technique to a design with two color backgrounds and the key art on top. I thought it would look good on a phone case so I added this as one of my collaterals. 

Collateral 2: Cap 
I edited the cap collateral to have the key art instead of the shortened version as suggested. I also changed the cap design so the graphic is more visible. 

Collateral 3: T-shirt. 

I did not change the T-shirt collateral that much because I really like its simplicity. I just changed the placing of the key art a little bit because the first placing looked a bit out of place and I changed the image so that my viewers would know how it would look like if it were worn by a person. 

Self Portrait


I changed the color of the image because, in the first one, I tried to change the color so it would be closer to my color palette but it did not work. So it is better to just be a black-and-white image. In the self-portrait, I placed the little circular part of the M in my right eyeball to make it have some sort of connection. 

Instagram Grid 2 

This is overall how my Instagram Feed would look like. 

Animating 





FINAL  SUBMISSION

Task 2(A) Key Artwork (approved in class):
 
 
*1024px, 300ppi
 

Black wordmark on white background



White wordmark on black background


 Colour palette



 Wordmark in actual colours on lightest shade of colour palette


Wordmark in the lightest shade of the color palette on darkest shade of colour palette wordmark


 animation



Task 2(B) Key Artwork & Collateral (approved in class):
 
Collateral 1


Collateral  2


Collateral 3

Week 5 
General Feedback: Making a type logo requires many sketches and refinement, not just one time. Make sure to do a lot of research first before doing any sketches, the keyword for a type logo must be depicted accurately to its meaning. 


Week 6 
General Feedback: Make sure to prioritize the readability of the key type 
Specific Feedback: The traits of the type strokes have to be consistent. If it has curved edges then all of it should also have curved edges. To extend the length of the type strokes, do not use the selection tool because it would distort the original shape of the curves. 

Week 7 
General Feedback: Do an observation from Pentagram before expanding the key types. For the self-portraits, take photographs in front of a white wall and have more professional photos. 
Specific Feedback: Do not use a shortened version of the key types on collaterals because no one will notice the brand. instead, a shortened version of it might be more suitable for an IG profile picture. 

REFLECTION

Experience

I had a lot of fun doing this Task because I got to express myself in my own work. This task made me understand more about myself because the task of making the key art requires me to brainstorm about myself. It made me think a lot about my own personality. Also, since this task prioritizes how to brand ourselves, I began to realize my personal preference and style in making designs. 

Observation

I have come to a realization that consistency in making a key art is very important to enhance readability. When I adjusted my key art to have the same stroke width and the same amount of white spaces in each gap, I realized how much my key art improved from my first digitalization. 

Finding

When we want to create a key art, it is important that it has to have a distinctive feature. It does not have to be complicated, it can be an element that is shown in each letters in the key art that will make the viewer remember it. It is also important to make sure our key art noticeable even if it is in a small or bigger size. This can be achieved by adjusting a good amount of whitespace. 

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