Advanced Typography - Task 2: A & B

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06/05/2022 - 03/10/22 Week 6 - Week10
Loh Shu Huan / 0349621

Advanced Typography / Bachelor of Design in Creative Media 
Task 2  / A & B : Key Artwork & Collateral
 

INSTRUCTIONS


EXERCISE

Task 2A: Key Artwork
- Key Artwork (BW & Colour) 1024px

Week 6 - 6/5/22
For this exercise, we need to use the initial letters of our name or full name (LSH / Loh Shu Huan) to create a logo. Before we start working on it we may think about these two questions, we may choose either 1 or 2:
1. What occupation does the form I create reflect?
2. If I was not a designer, what occupation would I go into?

After that, I started with some rough sketches to assemble the ideas.

Fig 1.1 Idea Sketches, 06.05.2022

I started to develop the ideas in Adobe Illustrator. Tried to minimize and finalize them.
There is one idea that I quite like but I have to abandon it as it's too graphical. The occupation of Fig 1.2 would be Small Pet Store.
Fig 1.2 The Abandoned Idea, 06.05.2022

I've tidied up the ideas and the related occupations. Mr.Vinod suggested I proceed with the third logo of the second roll.

Fig 1.3 Ideas, 06.05.2022
Week 7 - 13/5/22
Mr.Vinod suggests using this for my key artwork but with a minor amendment. After finishing the amendment, the coming problem is which occupation it can be. Through the suggestions from my friends, the suitable occupation has narrowed down to three, which are interior design company, entertainment company, and boutique.

Fig2.1 Before & After, 14.05.2022

Fig2.2 Final Logo - B&W, 14.05.2022

Fig2.3 Final Logo - Colour, 14.05.2022
Task 2B: Collateral
- Poster (A3): 1 artwork, 1 simulation
- Animated GIF Invitation (800px / 1024px)
- 1 Collateral

Week 8 - 20/5/22
This week is independent learning week, we were required to complete key artwork, poster, collateral, and animated invitation by week 9.

This is the first poster that I came out with. The occupation was entertainment company which has an audition.

Fig3.1 Audition Poster, 18.05.2022

After that, I decided to proceed with boutique as my occupation. I started working on my first boutique poster.
  • Font used: Optima - Regular, Bold, Extra black
I distorted and extend the strokes of the logo. Using the element of the logo to create a watermark kind of design as the background.

Fig4.1 Boutique Poster #1, 18.05.2022

This layout reminds me of the axial system, in which the sub-title can align with the logo. So a adjusted it, made the logo bigger, rearrange the sub-tittle, and change the colour. I've also tried adding the wall texture to represent the store.

Fig4.2 Boutique Poster #2, 18.05.2022

Fig4.3 Boutique Poster #3, 18.05.2022

Once the layout has been decided, I tried playing with the colours. But after that, I still like the previous one the most.

Fig4.4 Colours, 18.05.2022

After the colour has been decided, I started working on the animated invitation.

Fig4.5 Progression in AE, 21.05.2022

Fig4.6 Progression in AE, 21.05.2022

I spent about two to three days finishing the animation. The duration of the GIF is around 18 seconds.

Fig4.7 Final Animated Invitation, 24.05.2022

For the collateral, I decided to do a tote bag and clothes label. I've tried two different design, which is the logo and the distorted logo. The first design looks more minimalist while the second looks more stylish. It's really hard for me to choose one.

Fig4.8 Collateral - Tote Bag #1, 25.05.2022

Fig4.9 Collateral - Tote Bag #2, 25.05.2022

To be more consistent, I used the color same as the poster on the label.

Fig4.10 Collateral - Label, 25.05.2022

Week 9 - 27/5/22
After getting feedback from Mr.Vinod, I enlarged the logo and reduced the font size to 14pt and 18pt.


Fig5.1 Before vs After, 27.05.2022


Fig5.2 Plain & Textured Posters, 27.05.2022

Final Task 2: Key Artwork and Collateral
Fig6.1 Final Key Artwork (Occupation: Boutique) - Black & White - JPG, 29.05.2022

Fig6.2 Final Key Artwork - Colour - JPG, 29.05.2022

Fig6.3 Final Poster - JPG, 29.05.2022

Fig6.4 Final Poster (Simulation #1) - JPG, 29.05.2022

Fig6.5 Final Poster (Simulation #2) - JPG, 29.05.2022
Fig6.6 Final Animated GIF Invitation - GIF, 29.05.2022

Fig6.7 Final Collateral #1 (Tote Bag) - JPG, 29.05.2022

Fig6.8 Final Collateral #2 (Label) - JPG, 29.05.2022

Fig6.9 Final Task 2 - PDF, 29.05.2022

FEEDBACK

Week 7 
General Feedback:Do more research. Use minimal colours in key artwork, light colour like yellow is not recommended. Specific Feedback: Suggestion to not have the “L” in reverse and maybe make the “tail” small. Need to consider the occupation and choose a suitable one.
Week 9 
General Feedback:The elements that have been used in the poster need to reflect the key artwork. Specific Feedback: Font size of the information can be reduced to around 10 points. Suggest making the distorted logo bigger, and introducing the logo by itself. Besides, another suggestion is to rotate the main artwork a little bit using axial. 
REFLECTION

Experience: Even though there are so many ups and downs but this is still the task that I enjoyed the most. From creating my own key artwork to implementing subsequent collateral. This task seems a bit heavy but I love everything that happened during the task. However, I still feel a bit exhausted when the outcome couldn't meet my expectation.

Observation: I think this task is more towards visual communication because we can only use text, colours, shape, and layout to portray the occupation. Besides, I also observed that while doing work in AE, even a simple move with more details will help a lot.

Findings: From this task, I still think that my creativity needs to have more improvement. The things that I learned before are utilised in this task.

FURTHER READING
[Vignelli Canon on Design] - Massimo Vignelli

Fig 7.1 Design is One - [Vignelli Canon on Design, page 22]

Design is one - it is not many different ones. Design is a single discipline that may be applied to a wide range of issues, regardless of style. Any style is overshadowed by design discipline. To be articulated, every style necessitates discipline. 
Design is frequently misunderstood as a specific style. Nothing could be further from the truth. Besides, design is a discipline, a creative process with its own set of principles for managing the consistency of its output in the most direct and expressive way possible toward its goal.

Fig 7.2 Visual Power - [Vignelli Canon on Design, page 24]

There are unlimited possibilities to achieve a powerful expression. In order to achieve its goal, a design must have visual power and a distinct presence. Visual power is a statement of intellectual elegance, not to be mistaken with visual impact, which is usually only an expression of visual ugliness and obtrusiveness.








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