Advanced Typography - Task 2: Wordmark and Collateral
13/5/26 - 21/5/26 / Week 4 - Week 9
Janice Cheah Pei Ern / 0376497
Advanced Typography / BDCM / Taylor's University
Task 2
LIST / JUMP LINK
LECTURES
Week 5: AdTypo_5_PerceptionAndOrganisation
Perception in Typography deals with visual navigation and interpretation
of the reader through contrast, form and organisation of content (textual,
visual, graphical, colour).
Contrast is created to separate different types of information. One of the
contrast methods is by Rudi Ruegg:
Figure 1.1 Contrasts by Rudi Ruegg (22/5/26, Week 5)
Carl Dair's method is also one way of creating contrast and adding two more principles, texture and direction. In total, he has 7 kinds of contrast: Size, Weight, Form, Structure, Texture, Colour and Direction.
Figure 1.2 Contrasts by Carl Dair (22/5/26, Week 5)
- Size Contrast: Readers will notice the big letter first before the small
- Weight Contrast: Using bold type will make it stand out amongst lighter type. Using rules, spot, squares can create a "heavy area" for visual attraction or emphasis.
- Form Contrast: Distinction between a capital letter and its lowercase equivalent, or a roman letter and its italic variant, or a condensed and expanded version of typeface.
- Structure Contrast: Different letterforms of different kinds of typefaces. (Ex. Monoline sans serif with Traditional serif, Italic with Blackletter)
- Texture Contrast: Putting Size, Weight, Form and Structure Contrasts together into a block of text on a page. It refers to the way the lines of type look as a whole up close and from a distance.
- Direction Contrast: Opposition between vertical and horizontal, and the angles in between. (Ex. Turning one word or text blocks on its side)
- Colour Contrast: The second colour is often less emphatic in values than plain black on white. It is important to know which element to emphasise and pay attention to the tonal values of the colours used.
Form is the overall look and feel of elements that make up a typographic
composition. It is visually intriguing to the eye and leads the eye from
point to point.
When a typeface is perceived as form, it no longer reads as a letter due
to being manipulated by distortion, texture, enlargement and extruded into
a space.
Figure 1.4 Examples of Typeface Manipulation (22/5/26, Week 5)
Gestalt is the way a thing has been "placed" or "put together". In Gestalt principle, there are different laws:
Figure 1.5 Gestalt Theory (22/5/26, Week 5)
Laws of Similarity: Elements similar to each other tend to be seen
as a unified group
Laws of Proximity: Elements close together tend to be seen as a
unified group
Laws of Closure: The mind's tendency to see complete figures or
forms even if a picture is incomplete
Laws of Continuation: Humans tend to perceive two or more objects
as different, singular, and uninterrupted objects even when they intersect
Law of Symmetry: Elements in symmetrical form tend to be seen as a
unified group
Law of Praganz (Simplicity): The mind's tendency to simplify
complex elements.
INSTRUCTIONS
TASK
Task 2A: Key Artwork
To start off, we have to create a mind map about ourselves, one
image-based moodboard and one text-based moodboard.
Figure 2.1 About Me Mind Map 1st Ver. (16/5/26, Week 4)
Figure 2.2 Image-based Moodboard 1st Ver. (16/5/26, Week 4)
Figure 2.3 Text-based Moodboard 1st Ver. (16/5/26, Week 4)
After consulting with Mr. Vinod, he mentioned that we should avoid too much
pastel colours and the moodboards shouldn't be all over the place. I decided
to look back at my own mind map and try to expand some of the points into
adjectives I can use for my wordmark. I focused on the keywords 'Bold',
'Wild', and 'Adventure' and find pictures related to these keywords for my
two moodboards.
Figure 2.4 About Me Mind Map 2nd & Final Ver. (19/5/26, Week 5)
Figure 2.5 Image-based Moodboard 2nd Ver. (19/5/26, Week 5)
Figure 2.6 Text-based Moodboard 2nd & Final Ver. (19/5/26, Week
5)
I managed to let Mr. Vinod provide me 2nd review, he mentioned that my
image-based moodboard should also feature text that blends in with the
images such as posters, so I edited my image-based moodboard.
Figure 2.7 Image-based Moodboard 3rd & Final Ver. (20/5/26, Week
5)
Afterwards, I tried out sketching my wordmark using my name while referring
to my text-based moodboard and my keywords.
Figure 2.8 Sketches for Wordmark (22/5/26, Week 5)
I narrowed down the selections I want to choose and try to digitise them to
see before deciding on one.
Figure 2.8 Digitisation of Sketches (24/5/26, Week 5)
I decided to go with my 2nd digitised version of wordmark as I personally
think it fits the keywords I chose.
Figure 2.9 Chosen Wordmark (24/5/26, Week 5)
After letting Mr. Vinod review, he suggested to construct all the
letters straight first, then only use the free transform tool in
Illustrator to give it the angled feel.
Figure 2.10 Basic Straight Construction of Letters (26/5/26,
Week 6)
Figure 2.11 Angled Letters using Free Transform Tool (26/5/26,
Week 6)
Figure 2.12 Final Wordmark (27/5/26, Week 6)
Next, we have to choose a colour palette for our wordmark, I decided to
have green as my main colour as it represents my keywords. During my 1st
review with Mr. Vinod, I showed him the colour palettes below:
Figure 2.13 Colour Palettes 1st Ver. (29/5/26, Week 6)
But, he mentioned that my colour palette could be more creative and
I have to try explore more. I decided to look up more colour
palettes while maintaining green as my main colour.
Figure 2.14 Colour Palettes 2nd Ver. (3/6/26, Week 7)
After the 2nd review, I decided to go with my 3rd colour palette
as I think it's one of the more vibrant palette amongst the
others.
Figure 2.15 Final Colour Palette with Wordmark (5/6/26, Week
7)
Final Submission: Task 2A Wordmark
Figure 3.4 Wordmark in actual colors on the lightest shade of the color palette (6/6/26, Week 7)
Figure 3.5 Wordmark in lightest shade of the color palette on the darkest shade of the color palette (6/6/26, Week 7)
Figure 3.6 Final Wordmark Compilation PDF (6/6/26, Week 7)
Task 2B: Collateral
After doing our wordmark, we have to make some collaterals. I decided to
look up free templates in unblast.com. I also tried to come up with
patterns I can use on them.
Figure 4.2 Collaterals 1st Ver. (7/6/26, Week 7)
After the 1st review, I had to change one of the patterns as in this
task we want the viewers to remember the main wordmark, not another
wordmark or pattern. Mr. Vinod also explained that we can add our
keywords into our collaterals so I decided to implement that into my
designs. I also implement the new design into the collaterals that
needed changes.
Figure 4.4 Collaterals 2nd Ver. (10/6/26, Week 8)
After the 2nd review, Mr. Vinod mentioned that my designs are on the right
track. He suggested some adjustments I can make to the patterns and the
collaterals' designs.
Figure 4.5 Further exploration on new patterns (12/6/26, Week 8)
Figure 4.6 Collaterals 3rd & Final Ver. (13/6/26, Week 8)
Task 2B: Collateral (Animation)
For my animation, I try to keep it simple and make the arrows in my
wordmark move/slide in After Effects.
Figure 5.1 Process of animation in After Effects (31/5/26, Week 6)
Figure 5.2 Final Animation GIF (31/5/26, Week 6)
Final Submission: Task 2B Collateral
Figure 6.1 Collateral 1: String Bag (13/6/26, Week 8)
Figure 6.2 Collateral 2: Tumbler with Stickers (13/6/26, Week
8)
Figure 6.3 Collateral 3: Sweater (13/6/26, Week 8)
Figure 6.4 BnW Portrait Photo (13/6/26, Week 8)
Figure 6.5 Pink on Green Wordmark (13/6/26, Week 8)
Figure 6.6 Arrow Pattern (13/6/26, Week 8)
Figure 6.7 Green on Beige Wordmark (13/6/26, Week 8)
Figure 6.8 Colour Palette (13/6/26, Week 8)
Figure 6.9 Arrows with Keywords (13/6/26, Week 8)
Instagram link:
https://www.instagram.com/jan_.adventure._ice/
Figure 6.10 Screengrab of Instagram layout (23/6/26, Week 9)
Figure 6.11 Final Animation Wordmark GIF (23/6/26, Week 9)
Figure 6.12 Final Collateral Compilation PDF (23/6/26, Week 9)
Task 2 Final Compilation
Figure 7.4 Wordmark in actual colors on the lightest shade of the color palette (6/6/26, Week 7)
Figure 7.5 Wordmark in lightest shade of the color palette on the darkest shade of the color palette (6/6/26, Week 7)
Figure 7.6 Final Wordmark Compilation PDF (6/6/26, Week 7)
Figure 7.7 Collateral 1: String Bag (13/6/26, Week 8)
Figure 7.8 Collateral 2: Tumbler with Stickers
(13/6/26, Week 8)
Figure 7.9 Collateral 3: Sweater (13/6/26, Week 8)
Figure 7.10 BnW Portrait Photo (13/6/26, Week 8)
Figure 7.11 Pink on Green Wordmark (13/6/26, Week 8)
Figure 7.12 Arrow Pattern (13/6/26, Week 8)
Figure 7.13 Green on Beige Wordmark (13/6/26, Week 8)
Figure 7.14 Colour Palette (13/6/26, Week 8)
Figure 7.15 Arrows with Keywords (13/6/26, Week 8)
Instagram link:
https://www.instagram.com/jan_.adventure._ice/
Figure 7.16 Screengrab of Instagram layout (23/6/26, Week 9)
Figure 7.17 Final Animation Wordmark GIF (23/6/26, Week
9)
Figure 7.18 Final Collateral Compilation PDF (23/6/26, Week
9)
FEEDBACKS
Week 5
General Feedback: Be aware of consistency in weight of strokes, colours in
image moodboard, and variations of wordmarks/font with readability. Avoid
trendy references as you are expressing yourself.
Specific Feedback: 15-20 wordmark/fonts for text moodboard, Colours are
too dull and avoid pastel colours, must have consistency throughout each
moodboard. The image moodboard should consist of text on images.
Week 6
Specific Feedback: Make N and I the middle, make JA and CE
slightly angled but in opposite directions. Start straight and
then use the free transform tool to adjust.
Week 7
General Feedback: Try to explore more on the colour palettes to make
it look more creative.
Specific Feedback: After exploration, colour palette #3 is chosen.
Week 8
Specific Feedback:
1st review- Remove the two Js, as they become another wordmark.
The arrows are somewhere there, but the self-portrait's arrows
need to be executed better.
2nd review- Try the other arrow pattern and leave a bigger gap
between them, then try to apply that in self-portrait. Add one
more sticker for the collaterals. Put the keywords into the new
flag pattern. Try playing the flag pattern by flipping the other
one.
REFLECTIONS
Experience
My overall experience for this task was fun and interesting as I got to design personal branding for myself. I definitely also faced challenges during the collaterals designs as some of the designs I made aren't suitable. I learnt quite a number of things during this task.
Observation
I observed that trying out different patterns/colour schemes for my collaterals, then put them together in a layout before deciding on one helps me decide better. I should just try out whatever ideas I have first no matter it works or not.
Findings
During this task, I found that when designing collaterals, you want others to remember your wordmark as that is the subject/main point, other patterns/designs should be somewhat subtle and only serve as a reminder to the wordmark.
My overall experience for this task was fun and interesting as I got to design personal branding for myself. I definitely also faced challenges during the collaterals designs as some of the designs I made aren't suitable. I learnt quite a number of things during this task.
Observation
I observed that trying out different patterns/colour schemes for my collaterals, then put them together in a layout before deciding on one helps me decide better. I should just try out whatever ideas I have first no matter it works or not.
Findings
During this task, I found that when designing collaterals, you want others to remember your wordmark as that is the subject/main point, other patterns/designs should be somewhat subtle and only serve as a reminder to the wordmark.
Further Reading
Week 8
After letting Mr. Vinod reviewed our work, he explained on how we can
apply the methods used by the websites he provided. I decided to look
into one of them in detailed to see how I can improve on one of my
rejected designs.
Figure 8.2 Colourful geometric patterns (9/6/26, Week 8)
The wordmark used in the book festival uses geometric letterforms and
they create patterns through using repetition of different colours of
squares. Using variety of colours also makes the whole concept
vibrant.
Figure 8.3 SABF Posters reference (9/6/26, Week 8)
For one of their poster designs, they zoomed in to one of the
letters of their wordmark, 'S', which I decided to take
inspiration and put it into my work.
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