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Advanced Typography - Task 2 : Key Artwork & Collateral

21 May 2025 - 11 June 2024 // Week 5 - Week 8

Racheal Tan Tze Rou // 0381005

Advanced Typography // Bachelor of Design (Hons) // Creative Media

Task 2 : Key Artwork & Collateral

TABLE OF CONTENTS

3. 2(A)
4. 2(B)
5. Feedback

LECTURES

Week 5 // AdTypo_5_Perception & Organisation

Perception in Typography

  • Typography shapes how content is perceived.

  • Key to guiding readers through hierarchy, structure, and meaning.

Typographic Contrast (Ruegg + Kadare)

Figure 1.1 ; Methods of Contrast

Helps with readability, emphasis, and navigation.

1. Size – Big vs. small text
2. Weight – Bold vs. light
3. Form – Roman vs. Italic, Condensed vs. Extended
4. Structure – Different typeface categories
5. Texture – Dense vs. sparse text
6. Direction – Horizontal, vertical, diagonal
7. Colour – Hues and tonal values

*Avoid poor contrast (e.g., similar serif fonts).*

Form in Typography

Figure 1.2 ; Form

  • Form = Visual expression of type; first thing readers notice.

  • Memorable designs balance form and function.

Gestalt Principles for Typography

  • Similarity: Grouped by appearance.

  • Proximity: Items close = related.

  • Closure: Mind completes shapes.

  • Continuation: Eye follows direction/path.

    Use these to create clarity, rhythm, and flow in layouts.

Visual Hierarchy & Layout

  • Organize headlines, subheads, and body logically.

  • Complex designs can still be readable with proper structure.

Social Responsibility of Designers

  • Help readers understand clearly.

  • Poor design can block communication—especially in education or public content.

Final Takeaway

Good typography isn't just about looking nice, it's about clear communication, intentional contrast, and responsible design.

INSTRUCTIONS



TASK 2(A)
KEY ARTWORK

Task 2(A) Key Artwork (approved in class) JPG/PNG & PDF:

  • Black wordmark on white background
  • White wordmark on black background
  • Colour palette
  • Wordmark in actual colours on lightest shade of colour palette
  • Wordmark in lightest shade of colour palette on darkest shade of colour palette
  • wordmark animation (GIF format)

*1080px (W) x 1350px (H), 300ppi (each artwork *new IG size).

MINDMAP :

Figure 2.1 ; Mindmap ; Week 5 (24/5/2025)
I began the process by creating a mind map about myself to explore my identity, interests, and personality traits.

INSPIRATION & EXPLORATION : 

Figure 2.2 ; Moodboard ; Week 5 (24/5/2025)
To better understand wordmarks, I explored various examples on Pinterest. This helped me gain insight into the different styles, structures, and characteristics of effective wordmarks.

SKETCH : 
Figure 2.3 ; Sketches ; Week 5 (24/5/2025)
I then moved on to sketching out my initial ideas. These rough drafts allowed me to experiment freely and visualize how my personality could be translated into letterforms.

DIGITILIZATION :
Figure 2.4 ; Wordmark (First Attempt) ; Week 6 (26/5/2025)

In my first digital attempt, I designed a bold and angular wordmark. However, after receiving feedback from Mr. Vinod, he pointed out that the design had low readability, which made it difficult for viewers to clearly recognize the letters. So i decided to revise it and create a second version.

DIGITILIZATION (Second Attempt) :
Figure 2.5 ; wordmark process in Ai
I used the grid tool to ensure consistent proportions and alignment. The revised wordmark became more structured and legible while still reflecting my chosen style.


Figure 2.6 ; Wordmark (Second Attempt) ; Week 6 (26/5/2025)
Keywords for chosen wordmark: Bold, geometric, independent.

Each letter stands alone without touching the others, emphasizing the idea of independence, a quality that represents both the design and my personality.

Figure 2.7 ; FINAL Digitized Wordmark ; Week 6 (26/5/2025)

COLOR APPLICATION :
Figure 2.8 ; color exploration ; Week 6 (28/5/2025)
For the color palette, I explored various inspirations on Pinterest. I was torn between #1 and #4, but eventually decided to go with #4. I felt that the cool-toned colors complemented the bold and geometric style of my wordmark, enhancing its overall visual identity.

Below is my color palette choice:
Figure 2.9 ; Final choice of Color Palette ; Week 6 (28/5/2025)
The colors i used are (top to below): Light Gray(#DFE1E0), Vermilion(#EF432D), Crimson Red(#B11F24), Dark Indigo(#282466), Dark Bergundy(#250D13)

KEY ARTWORK ANIMATION :
Figure 3.1 ; AE Workplace ; Week 7 (1/6/2025 )

Figure 3.2 ; Animation (first attempt) ; Week 7 (1/6/2025)
For the animation, my initial version ended with a grey background sliding down.

Figure 3.3 ; FINAL Animation ; Week 7 (1/6/2025)
However, I later simplified it by removing the dark burgundy background. The cleaner version looked more polished and professional, better aligning with the overall aesthetic of the wordmark.

 TASK 2A FINAL OUTCOME : 


Figure 4.1 ; Black Wordmark on White Background ; JPEG ; Week 7 (1/6/2025)


Figure 4.2 ; White Wordmark on Black Background ; JPEG ; Week 7 (1/6/2025)

Figure 4.3 ; Color Palette ; JPEG ; Week 7 (1/6/2025) 

Figure 4.4 ; Wordmark in Actual Colors on Lightest Shade of Color Palette ; JPEG ; Week 7 (1/6/2025)

Figure 4.5 ; Wordmark in Lightest Shade of Color Palette on Darkest Shade of Color Palette ; JPEG ; Week 7 (1/6/2025)

Figure 4.6 ; Key Artwork Animation ; GIF ; Week 7 (1/6/2025)


Figure 4.7 ; Task 2A Compilation ; PDF ; Week 7 (1/6/2025)

TASK 2(B)
COLLATERAL

Task 2(B) Key Artwork & Collateral (approved in class) JPG/PNG & PDF:

  • Collateral 1, 2, 3
  • Instagram handle & link
  • IG screen grab with good resolution. IG featuring 9 tiles (profile must feature a bio).

*1080px (W) x 1350px (H), 300ppi (each artwork *new IG size).

Figure 5.1 ; Wordmark Variations ; Week 7 (2/6/2025)

Collateral #1 : Metal box
The reason I chose metal box is because it has a solid, durable, and industrial feel that aligns with the bold and geometric nature of my wordmark. The material reflects strength and independence, supporting the core identity of my design.
Figure 5.2 ; Metal Box Pattern Design ; Week 7 (1/6/2025)
For this piece, I repeated the special element “a” from my wordmark and arranged it into a grid pattern to create a dynamic surface design. This repetition strengthens brand recognition and emphasizes structure.

I used Adobe Illustrator’s built-in 3D mockup tool to visualize how the pattern would appear on various metal box forms. To add realism, I applied Drop Shadow effects to enhance depth and surface lighting.

Figure 5.3 ; Collateral #1 ; Week 7 (1/6/2025)

Collateral #2 : Beanie
Figure 5.4 ; Beanie Pattern Design ; Week 7 (3/6/2025)
Using Kittl.com, I applied the grid-fold version of my wordmark to the beanie. 

Figure 5.5 ; Collateral #2 ; Week 7 (3/6/2025)
I carefully positioned it on the side of the beanie for subtle branding, giving it a clean and wearable look that reflects the minimalist yet bold essence of the logo.

Collateral #3 : Socks
Figure 5.6 ; Socks Pattern Design ; Week 7 (3/6/2025)

Figure 5.7 ; Collateral #3 ; Week 7 (3/6/2025)

Black & White Photograph :
Figure 5.8 ; BNW Photo Process ; Week 7 (3/6/2025)

Design Expansion : 

Figure 6.1 ; Design Expansion #1 ; Week 7 (3/6/2025)
For the Design Expansion #1, I reduced the opacity of my wordmark and place it vertically on my color palette to showcase how the communicate with the color choices. 

Figure 6.2 ; Design Expansion #2 (Process) ; Week 7 (3/6/2025)
Using the grid-fold version of my wordmark, I highlighted the special element “a” with a different color while keeping the rest of the wordmarks in dark burgundy. This forms a rectangle-based composition and emphasizes how focal points can be created through subtle color contrast.

Figure 6.3 ; Design Expansion #3 (Process) ; Week 7 (3/6/2025)
For this variation, I used the horizontal extended version of the wordmark and placed it on a deep indigo background. This version focuses on contrast.

 TASK 2B FINAL OUTCOME : 

Figure 7.1 ; Collateral #1 ; JPEG ; Week 7 (1/6/2025)

Figure 7.2 ; Collateral #2 ; JPEG ; Week 7 (3/6/2025)

Figure 7.3 ; Collateral #3 ; JPEG ; Week 7 (3/6/2025)

Figure 7.4 ; Design Expansion #1 ; JPEG ; Week 7 (3/6/2025)

Figure 7.5 ; Design Expansion #2 ; JPEG ; Week 7 (3/6/2025)

Figure 7.6 ; Design Expansion #3 ; JPEG ; Week 7 (3/6/2025)

Figure 7.7 ; Instagram Feed Design Layout ; PNG ; Week 8 (11/6/2025) 

Figure 7.8 ; Instagram Page Screengrab ; PNG ; Week 8 (11/6/2025)


Figure 7.9 ; Task 2B PDF Compilation ; Week 8 (11/6/2025)

FEEDBACK 

Week 5
General feedback
-This week, Mr. Vinod reviewed our moodboards and sketches for Task 2. He emphasized thinking from the audience’s perspective and being clear about whether our wordmark is for commercial or personal use. A strong wordmark needs a solid concept, balanced design, and should be memorable and versatile.
-He reminded us not to be too literal and to explore deeper or metaphorical meanings. Good design comes from both planning and spontaneous creativity. Most importantly, we must be able to explain our ideas clearly, especially for client work.
Specific feedback
Not enough exploration

Week 6
General feedback
-Focus on readability and word craft. 
-Maintain consistency in stroke weight (vertical & horizontal), counterspace, serif shapes, and angles. 
-Use a grid, stop eyeballing and snap to it for precision. 
-Always duplicate before making changes to track progress. Replicate accurately before introducing variation.
Specific feedback
-Not enough readibility
-Approved 

Week 7
General feedback
-Upload completed 4:5 Instagram thumbnails and continue working on the animation. 
-Expand your wordmark design to create more variety. 
-Make the self-portrait artistic.
Specific feedback
-No specific feedback

Week 8
General feedback
-Good ideas need strong execution, it takes time to expand and refine. 
-Use patterns in the background without distracting from the foreground, which should highlight key elements.
-Observe your animation subject closely to capture its true characteristics. Overcome insecurities and take bold, professional self-portraits to present yourself confidently.
Specific feedback
-instagram posts are okay

REFLECTION 

Experience
It was an amazing experience 
Observations
Through this task, I observed that it’s not always necessary to create a complicated design. Simple but powerful wordmarks are more effective in capturing attention and conveying meaning sometimes. 

Findings
I found it difficult to start doing the mind map at first because I wasn't sure how to translate my ideas into visual form. However, once I began, it really pushed me to reflect on the qualities I have. This process helped me think more deeply about my identity and how I want to present myself through design. 

FURTHER READING

Figure 8.1 ; Typographic Design: Form and Communication by Rob Carter 2015

Reading Typographic Design: Form and Communication helped me understand that typography is more than just choosing fonts, it’s about structure, hierarchy, and communication. The book explained key concepts like grids, alignment, and spacing, which I applied in my own work to improve clarity and visual flow.

I found the section on typographic hierarchy especially useful, as it showed how size, weight, and positioning can guide the reader’s attention. The historical overview from Roman letterforms to modern digital type, also gave me a better appreciation of how tools and culture shape typography.

This book deepened my understanding of type as a visual language and gave me practical ideas for designing stronger wordmarks and layouts.




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