Advanced Typography | Task 2 : Key Artwork & Collateral

Advance Typography GCD 61004

WEEK 01 - WEEK 07 (06.02.2024 - 19.03.2024)

NAME: Chai Wei Yi

I.D: 0369561

COURSE: Intercultural Design / Bachelor of Design (Honors) in Creative Media

GROUP: Class 01 Sec 01

Advance Typography -

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Introduction

 

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Lecture Note

Lecture 05 : AdTypo_5_Perception & Organisation

Perception in typography deals with the visual navigation and interpretation of the reader via contrast, form and organisation of the content. 

Contrast in Typography Rudi Ruegg has identified several effective methods to create contrast in typography. These methods are straightforward and utilize different elements to capture the reader's attention.

1. Contrast / Size This involves using varying sizes to draw focus. For instance, a larger letter next to a smaller one will naturally attract the eye to the larger first.

   
   
   

2. Contrast / Weight Weight refers to the use of bold type to stand out against lighter, thinner type. This method can also include the use of graphical elements like lines or blocks to create areas of visual emphasis.

   
   
   

3. Contrast / Form This contrast is the differentiation between various forms of letters, such as uppercase vs. lowercase, roman vs. italic, or condensed vs. expanded typefaces.

   
   
   

4. Contrast / Structure This refers to differences in typeface styles, such as between a monoline sans serif and a traditional serif, or between an italic and a blackletter typeface.

   

   

   
   
   
   

5. Contrast / Texture Texture in typography is achieved by combining contrasts in size, weight, form, and structure within a text block. It affects how type appears both up close and from a distance.

   
   
   

6. Contrast / Direction Directional contrast is introduced by using vertical, horizontal, and angled text elements. Altering the orientation of a single word or block can significantly impact the layout.

   
   
   

7. Contrast / Color Color contrast involves using different hues to create less dramatic effects than black and white but can significantly enhance visual interest.

Form in Typography Form

In typography relates to the overall appearance and impact of the typographic elements. Effective typographic form is visually appealing, guides the reader’s eye, engages the mind, and leaves a lasting impression.

Gestalt Principles in Typographic Organization 

Gestalt theory underlines that the total visual experience is more significant than its parts. In typography, this means considering how individual elements work together to form a cohesive whole.

• Law of Similarity 
• Law of Proximity
• Law of Closure
• Law of Continuation
• Law of Symmetry 
• Law of Simplicity (Praganz)

Law of Similarity 

This principle suggests that elements that look similar are perceived as part of the same group.

Law of Proximity 

This law states that elements placed close to each other are seen as a collective group.

Law of Closure 

This refers to the mind’s ability to perceive complete shapes even when part of the information is missing.

Law of Continuation 

This principle explains that elements arranged in a line or curve are seen as more related than those arranged randomly.

Law of Symmetry 

This law indicates that people perceive objects as being symmetrical and forming around a center.

Law of Prägnanz (Simplicity) 

Often known as the law of simplicity, it posits that when confronted with complex forms, the human brain will simplify them into more basic shapes.

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TASK 02: (A) KEY ARTWORK

Mind-map 

Figure 2.1 Mind-map

Sketching

Figure 2.2 First version of logo

Figure 2.3 Details for first version

Digitization

Figure 2.4 Digitization of First Version

Figure 2.5 Final version of digitization

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TASK 02: (B) COLLATERAL

Experiment with diff color

Black wordmark on white background

White wordmark on black background

Wordmark on lightest shade of color palette

Wordmark in lightest shade on dark shade of color palette

Collateral/Branding

Mock-Up

Self portrait

Animating

Final Submission (JPEG)

Final Key Art (With Color)

Final Key Art (Color against the darkest background)

Final Key Art (Color against the lightest background)

Final Selected Color Palette

Final Key Art Animation

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Feedback

Week 05
General Feedback:

Make sure readability is an important aspect of your artwork and to also make sure that the main artwork reflects who you are, not just because you enjoy it. The thickness of the letters should be constant. Don't rely too much on graphic elements, and ensure that the concept you come up with conveys the same impression to others.

Week 06
General Feedback:

Print the logo in given format so its easier to spot the errors

Special Feedback:

Redo the logo 

Week 07
General Feedback:

Mr.Vinod suggested us to look through a website called "Pentagram" to get inspiration so that it will be easier for us when designing the Instagram collage

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Reflection

Experience:

Observation:

Findings:

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Further Reading

In "The Vignelli Canon," the concept of semantics in design is elaborated with the following key points:

Deep Exploration of Meaning:
Investigate and understand the underlying essence and purpose of the subject matter to be designed.

Detailed Information Gathering:

• Company: Research the history, values, and objectives of the company.
• Product: Understand the features, benefits, and unique aspects of the product.
• Market Position: Analyze the subject's position within the competitive landscape.
• Composition: Look into the materials, technologies, and methods used in the creation of the product.
• Intended Use: Consider how and why the product will be used by consumers.
• Target Audience: Identify and understand the needs, preferences, and behaviors of the end-users.

Solid Foundation for Design Initiatives: Utilize the comprehensive data collected to form a robust foundation for initiating any design project, ensuring that the design process is grounded in relevance and functionality.
Creating Connections: Design should bridge the gap between the intent of the creator and the perception of the user, ensuring that it communicates effectively and resonates with the audience, thus enhancing both practical utility and emotional engagement.

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