ADVANCED TYPOGRAPHY,TASK 2

ADVANCED TYPOGRAPHY

Monday,May 13 .2024

2024.05.20-2024.06.03/Week 5-Week 7

Jia Wenbing /0365436/

Design principles/Bachelor of Design in Creative Media

Task 2 (A) / Key Artwork

Task 2 (B) / Collateral Design

INSTRUCTIONS

LECTURES

Task 2: Exercise 1 - Key Artwork

Task 2: Exercise 2 - Collateral Design

Feedback

Reflection
Further reading

INSTRUCTIONS

LECTURES

Week 5-LECTURE 5
Advanced Typography: Perception & Organisation
Perception is the way in which something is regarded, understood or interpreted".Perception in typography deals with the visual navigation and interpretation of the reader via contrast, form and organisation of the content. Content can be textual, visual, graphical or in the form of colour.
Size, 2.weight, 3. contrast of form, 4.contrast of structure, 5. contrast of texture,6.contrast of colour and 7,contrast of direction.
Fig. 1.1 contrast Week 5   (20/05/2024)
Contrast / Size
A contrast of size provides a point to which the reader's attention is drawn. For example if you have a big letter and a small letter you will obviously see the big letter first before the small. The most common use of size is in making a title or heading noticeably bigger than the body text.

Fig. 1.2 size Week 5   (20/05/2024)

Contrast /Weight
Weight describes how bold type can stand out in the middle of lighter type of the same style. Other than then using bold, using rules, spot.squares is also provide a “heavy area" for a powerful point of visual attraction or emphasis, therefore not only types of varying weight.

Fig. 1.3 weight Week 5   (20/05/2024)
Contrast / Form
Contrast of form is the distinction between a capital letter and it slowercase equivalent, or a roman letter and its italic variant,condensed and expanded versions of typeface are also included under the contrast of form.
Fig. 1.4 form Week 5   (20/05/2024)

Contrast /Structure
Structure means the different letter forms of different kinds of typefaces. For example, a monoline sans serif and a traditional serif.or an italic and a black letter.

Fig. 1.5 structure Week 5   (20/05/2024)

Contrast /Texture
By putting together the contrasts of size, weight, form, and structure and applying them to a block of text on a page, you come to the contrast of texture. Texture refers to the way the lines of type look as a whole up close and from a distance. This depends partly on the letterforms themselves and partly on how they're arranged.
Fig. 1.6 texture Week 5   (20/05/2024)

Contrast /Direction
Contrast of direction is the opposition between vertical and horizontal, and the angles in between. Turning one word on its side can have a dramatic effect on a layout. Text blocks also have their vertical or horizontal aspects of direction. Mixing wide blocks of long lines with tall columns of short line can also create a contrast.
Fig. 1.7 direction Week 5   (20/05/2024)

Contrast / Color
The use of color is suggested that a second color is often lessemphatic in values than plain black on white. Therefore it is important to give thought to which element needs to be emphasized and to pay attention to the tonal values of the colors that are used.
Fig. 1.8 color Week 5   (20/05/2024)

Form
For refers to the overall look and feel of the elements that make up the typographic composition. lt is the part that plays a role in visual impact and first impressions. A good form in typography tends to be visually intriguing to the eye; it leads the eye from point to point, it entertains the mind and is most often memorable.
to represent a concept
to do so in a visual form.

Fig. 1.9 form Week 5   (20/05/2024)

The interplay of meaning and form brings a balanced harmony both interms of function and expression.
When a typeface is perceived as a form, it no longer reads as a letter because it has been manipulated by distortion, texture, enlargement.and has been extruded into a space.
Fig. 1.10 form Week 5   (20/05/2024)

Fig. 1.11 Example Of Forms and Communication Week 5   (20/05/2024)

Fig. 1.12 Example Of Forms and Communication Week 5  (20/05/2024)

Organisation /Gestalt
Gestalt is a german word meaning the way a thing has been “placedor "put together". Gestalt Psychology is an attempt to understand the laws behind the ability to acquire and maintain meaningful perceptions.
Organisation/Gestalt: Perceptual Organisation/Groupings
Law of Similarity
Law of Proximity
Law of Closure
Law of Continuation
Law of Symetry
Law of Simplicity

Fig. 1.13 gestalt Week 5   (20/05/2024)

The Law of Similarity
is the gestalt grouping law that states that elements that are similar to each other tend to be perceived as a unified group. Similarity can refer to any number of features including color, orientation, size, or indeed motion
The Law of Proximity
is the gestalt grouping law that states elements that are close together tend to be perceived as a unified group. This straightforward law states that items close to each other tend to be grouped together, whereas items further apart are less likely to be grouped together.

Fig. 1.14 Similarity and Proximity Week 5  (20/05/2024)

The Law of Closure
refers to the mind's tendency to see complete figures or forms even if a picture is incomplete, partially hidden by other objects, or if part of the information needed to make a complete picture in our minds is missing
Law of (Good) Continuation
holds that humans tend to perceive each of two or more objects as different, singular, and uninterrupted object even when they intersect. The alignment of the objects or forms plays a major role for this principle to take effect

Fig. 1.15 closure and continuation Week 5  (20/05/2024)

The Law of Symmetry
You can find out more about these laws by viewing the links provided or simply Googling them. However keep in mind that you will find variation in the interpretation and you will have to weigh them all to come to a consensus.of your own.
Fig. 1.15 symmetry Week 5  (20/05/2024)

Task 2: Exercise 1 - Key Artwork
Task 2 A: Key Artwork

Make a mind-map:

This task requires me to use my own name or nickname, using 4-5 letters to make a design.

I wanted to design a logo based on my own "BING". At first, I wanted to make it in the shape of an ice cube or something related to water, so I started to think about it and looked at a lot of references.

Fig. 1.1 Make a mind-map Week 4 (13/05/2024)

Fig. 1.2 sketch 1 Week 4 (13/05/2024)

Fig. 1.3 sketch 2 Week 5 (20/05/2024)

Fig. 1.4 Digital logo Week 5 (20/05/2024)

Fig. 1.5 Digital logo Week 6 (27/05/2024)

Final Task 2 A: Key Artwork:

Fig. 1.6 Black wordmark on white background - JPEG Week 6 (27/05/2024)

Fig. 1.7 White wordmark on black background - JPEG Week 6 (27/05/2024)

Fig. 1.8 Color pallet - JPEG Week 6 (27/05/2024)

Fig. 1.9 Wordmark in lightest shade on the darkest shade of color pallet - JPEG, Week 6 (27/05/2024)

Fig. 1.10 Wordmark in actual colors on the lightest shade of the color pallet-JPEG Week 6 (27/05/2024)

Regarding the wordmark animation, I used AE to edit it. I first designed the path of the text and then changed the background color.

Fig. 1.11 AE animation design Week 6 (27/05/2024)

Fig. 1.12 AE animation design Week 6 (27/05/2024)

Final wordmark animation:

Fig. 1.13 Final wordmart animation-GIF Week 6 (27/05/2024)

Task 2: Exercise 2 - Collateral Design

Task 2 B: Collateral Design

Plan your own logo design to showcase your visual identity in a creative way, using contrasting colors to make your design stand out.

Fig. 2.1 Visual Identity Week 6 (27/05/2024)

Fig. 2.2 Visual Identity Week 7 (03/06/2024)

Mr. Vinod suggested that the details of my font should be consistent, and the letter spacing and endpoints should be on the same horizontal line, so I made the changes.

Once the revisions were complete I moved on to the next step and started working on my logo visuals, designing my collateral and identity extensions.

Fig. 2.3 identity extensions Week 7 (03/06/2024)

Fig. 2.4 collateral Week 7 (03/06/2024)

After Mr. Vinod’s feedback, I realized that I had misunderstood how to display it and didn’t have any ideas of my own, so I started to revise it.I redesigned my collateral and changed the display.

Fig. 2.6 Testing different colors Week 8 (10/06/2024)

Fig. 2.7 Testing different models Week 8 (10/06/2024)

Fig. 2.8 finished collateral and IG design idea Week 8 (10/06/2024)

Final Task 2 B: Collateral Design:

Fig. 2.8 Final Tank top model Week 8 (10/06/2024)

Fig. 2.9 Final mug model Week 8 (10/06/2024)

Fig. 2.10 Final book model Week 8 (10/06/2024)

Fig. 2.11 Final Portrait Poster Week 8 (10/06/2024)

Fig. 2.12 Instagram page Week 8 (10/06/2024)

Instagram Link: https://www.instagram.com/wenbingjia/

Feedback

WEEK 5：Logo design should not be put the cart before the horse. You should design the font first and then think about the shape, rather than just using the shape. The design has what you want to express, but it doesn't have to be particularly obvious. It is a very high-end design. The graphics are larger than the text. The text needs to be more regular and regular. The graphics may need to be modified to be more beautiful and exquisite, and the details need to be adjusted.

WEEK 6：Mr. VInod suggested that the details of my logo should be consistent, for example, the corner of the pointed head and the semicircular shape of the letter B should be in a straight line, the color should be contrasting to make it more prominent, and the letter G is too far away from the other letters and needs to be adjusted appropriately.

WEEK 7：The content of the expanded identity should be mainly practical and demonstrative, and cannot be expanded at will. Of course, when expanding the identity, you should pay attention to your own creative display. My collateral is concise enough, but it doesn’t have much creativity. It needs to be revised again. At the same time, there is no good spacing during the multiple repetitions. It looks too complicated and should be simplified.

WEEK 8：The overall completion is good, but there are still some details that need to be adjusted patiently.

Reflection

The overall task this time was very clear. I had to design a logo and a whole set of logo identification and extensions, which laid the foundation for my future brand design projects and brand identification design. In this task, I learned that the design of a logo should be simple, obvious, interesting, and able to attract the audience's attention at the first time. Secondly, the color should have more visual impact, use contrasting colors, explore the possibilities of the logo, and find more suitable colors. In the logo design, we must follow the design principles of simplicity, uniqueness, adaptability, relevance, consistency, etc., so that the logo design can be more unique and attract attention.