Advanced Typography / Task 2 / 2(A): Key Artwork + 2(B): Collateral

03/05/2022 - 31/05/2022 / Week 5 - Week 9

Kim Min Ah / 0356145

Typography  / Creative Media / Taylor's Design School

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TASKS

Task 2 / 2(A): Key Artwork

Task 2 / 2(B): Collateral

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LECTURES

AdTypo_5 Perception and Organization

Colour

It’s crucial to know how to use colours well.

The wrong choice or excessive use of colours can cause confusion.

Form 

Form is important in that it creates good visuals and readability.

A good form gives a balanced harmony. 

Also, it provides visual interaction.

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INSTRUCTIONS

Fig 1.1.1  Module information booklet

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Task 2 / 2(A): Key Artwork

Research

https://www.behance.net/gallery/91288085/Amanda-Marie-Personal-Branding

Amanda Marie by Amanda Garza, Behance

https://www.pinterest.com/pin/320388961003318229/

Aly Iringan Logo by CardDsgn, Pinterest

https://www.pentagram.com/work

Pentagram

Sketches

- First attempt

Fig 1.1.2 rough sketches (01/05/2023)

Keywords:
Simple and round

In order to convey a sense of simplicity and roundness, the sketches were created using circular shapes and curved lines.

Sketch #1: Combining the uppercase letters "M" and "A" into a single, unified shape.

Sketch #2: Depicting a cheerful face using various letterforms. The lowercase "m" forms the eyes, the dot of the letter "i" serves as the nose, and half of the letter "a" represents the lips.

Sketch #3: Presenting the word "mina" written in elegant, rounded handwriting.

Sketch #4: Merging the lowercase letters "m" and "a" together with smooth curves and rounded edges.

Sketch #5: Designing the letters "min" in rounded forms enclosed within a circle. The circle intersects with the tail of the letter "n," forming a lowercase "a."

Sketch #6: Expanding upon the initial concept of Sketch #1, emphasizing the idea of roundness by incorporating a circle.

Digitalization

Fig 1.1.3 digitalization (02/05/2023)

- Second attempt

Keywords:
Embracing and moving forward.

Fig 1.1.4 further exploration 1 (09/05/2023)

Fig 1.1.5 further exploration 2 (09/05/2023)

Fig 1.1.6 further exploration 3 (12/05/2023)

Fig 1.1.7 Construction (12/05/2023)

Through the key artwork, I wanted to imply the goals I'd like to reach as a graphic designer; to be able to embrace challenges and lead positive trends. The use of round shapes in the letterforms creates an atmosphere of "embracing." Moreover, by combining the lowercase "m" and the tittle of the lowercase "i," the artwork forms a human figure that symbolizes embracing. The dot represents the head, while the lowercase "m" represents the embracing arms.

To connote the notion of "moving forward", the entire key artwork is slightly slanted to the right side as if it's moving forward.

The colour chosen for the key artwork is HEX: #dd0000 (R: 221, G: 0, B: 0), which represents my passion as a graphic designer.

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Final Submission

Keywords:
Embracing and leading

Fig 1.1.8 Final key artwork JPG (12/05/2023)

Fig 1.1.9 Final key artwork PDF (12/05/2023)

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Task 2 / 2(B): Collateral

Research

Faun | packaging design, Behance
https://www.behance.net/gallery/102122979/faun-packaging-design?tracking_source=for_you_feed_activity

 Duda, Behance

https://www.behance.net/gallery/81343531/Duda?tracking_source=for_you_feed_recommended

Vella ella candle-branding, Pinterest

https://www.pinterest.com/pin/603341681352470046/

Mohawk Maker Quarterly 15: Materials by Studio Hybrid Design

https://weandthecolor.com/mohawk-maker-quarterly-15-materials/99512

Colour palette

Fig 1.2.1 Key artwork colour palette (17/05/2023)

The key artwork and the colour palettes give an impression of a sports brand. 

Thus, the collateral mockups will be mostly sports-related products like the cap above. 

Expansion

animation idea sketches

Fig 1.2.2 Key artwork animation idea sketch (18/05/2023)

I tried to show the aspect of "embracing" and "moving forward" of the key artwork through the animation. The first storyboard imply the concept of the key artwork moving forward to appear on the frame, and then a line emits from at the end of the stem of "m" to embrace the whole key artwork.

Fig 1.2.3 Key artwork animation idea sketch (18/05/2023)

The second storyboard gives more personalities to the key artwork. The "m+i"(m with the tittle of "i") and "a+k" are separated from each other. The "a+k" represents a problem and "m+i" symbolizes the identity of key artwork, the one who embraces problem. On the last frame, the key artwork slightly slants forward, which connotes  the "moving forward" side of it.

Collateral

- First attempt

Fig 1.2.4 Letterhead (20/05/2023)

Fig 1.2.5 Business card (20/05/2023)

For stationery design including the letterhead and business card, I meant to keep them simple by using first and second primary colours.

Fig 1.2.6 Further exploration (20/05/2023)

Fig 1.2.7 Minak cap mockup  (21/05/2023)

I tried to play with the logo placement on the background, intending the logo to look like a human figure wearing the cap.

Fig 1.2.8 Minak Instagram page (24/05/2023)

- Second attempt

Fig 1.2.9 Minak Instagram page (30/05/2023)

Based on the feedback I received: the design is quite repetitive and need more exploration, I created some patterns derived from the elements of the key artwork. I used the tittle circular shape from tittle of the "i" to make patterns to imply "embracing".

Fig 1.3.1 Minak Instagram tile arrangement art (30/05/2023)

As the continuous expansion, this banner size of design was executed in order to provide a visually interesting tile arrangement on Instagram.

Fig 1.3.2 Minak Instagram tile arrangement (30/05/2023)

Mockup resources

Stationery

https://www.freepik.com/free-psd/minimalist-stationery-mockup_9326052.htm#query=stationery%20mock%20up&position=3&from_view=keyword&track=ais

Shirt

https://mrmockup.com/download-in-progress/?dlm-dp-dl=9203

Socks

https://www.psfreebies.com/free-socks-mockup-psd/

Phone case

https://www.mockupworld.co/free/iphone-case-mockups/

Mug

https://www.freepik.com/free-psd/two-mugs-yellow-background-mock-up_1128390.htm#query=cap%20mockup&position=15&from_view=search&track=ais

Sports bra

https://www.freepik.com/free-photo/blue-sports-bra-women-s-sportswear-apparel_15475585.htm#query=sports%20bra&position=2&from_view=search&track=robertav1_2_sidr

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Final Submission

Key Artwork (JPG)

Fig 1.3.3 Final key artwork (12/05/2023)

Fig 1.3.4 Final key artwork with colour (12/05/2023)

Fig 1.3.5 Final key artwork with primary colours (12/05/2023)

Fig 1.3.6 Final key artwork with primary colours (12/05/2023)

Key Artwork (PDF)

Fig 1.3.7 Final key artwork (12/05/2023)

Animation

Fig 1.3.8 Final Minak animation, GIF (30/05/2023)

Collaterals (JPG)

Fig 1.3.9 Final Minak stationery, JPG (30/05/2023)

Fig 1.4.1 Final Minak notebook, JPG (30/05/2023)

Fig 1.4.2 Final Minak mug, JPG (30/05/2023)

Fig 1.4.3 Final Minak phone case, JPG (30/05/2023)

Fig 1.4.4 Final Minak shirt, JPG (30/05/2023)

Fig 1.4.5 Final Minak sports bra, JPG (30/05/2023)

Fig 1.4.6 Final Minak socks, JPG (30/05/2023)

Collaterals (PDF)

Fig 1.4.7 Final Minak collaterals, PDF (30/05/2023)

Minak Instagram:

Fig 1.4.8 Screenshot of final Instagram (30/05/2023)

Minak Instagram Address:

@minak_2023

https://www.instagram.com/minak_2023/?fbclid=IwAR3wEa7Dk7AR1H07fVVJXhNsjcSpz4hwgab-UlQPjh2jMcQNP5NCdeljo0s

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FEEDBACK

Week 5 (03/05/2023)

KEY ARTWORK

1. Does the key artwork symbolically/creatively represent the person?

2. Is the key artwork readable and legible?

3. Does the key artwork look well crafted (lines/shapes)?

4. Does the key artwork look like a logo—is it free-standing (w/background)?

5. Is there a good balance between negative and positive space?

6. Is there unnecessary use of non-objective elements?

My sketches passed most of the questions except question #2, "Is the key artwork readable and legible?", which is the most essential part of a logo.

Feedback I received from my peers:

Sketch #1: It doesn't really attract much attention. Reminds of the "MAMA" noodle logo.

Sketch #2: It doesn't really attract much attention. Not unique enough.

Sketch #3: It looks like a logo and represents my image the most, but has low legibility.

Sketch #4: Have better legibility compared to other ones.

Sketch #5: Interesting.

Sketch #6: Interesting. Have better legibility compared to other ones.

Feedback from Mr.Vinod:

Sketch #4 and Sketch #6 have interesting forms.

The keywords also have to be objective.

At least three letters have to be included.

Week 6 (10/05/2023)

The form needs to be constructed better.

The letterform looks like a handwriting script. 

Need more exploration (e.g. including "K").

Week 7 (17/05/2023)

We mostly focused on working on task 2 and class activities. Logos can’t have pastel-toned colour. Logos have to have strong colours to be recognizable and memorable. Collateral design: Express whatever the key artwork represents. The designs have to be simple but precise at the same time.

Week 8 (24/05/2023)

Good use of colour, but can be better with more exploration. It's slightly repetitive.

Week 9 (31/05/2023)

General feedback:

-Write a bio that reflects the brand

-Repetitive use of a logo reduces the power of the logo itself.

Feedback on ideation:

1.

-Icons might confuse users.

2.

-Individual letterforms can have a line on the top of them.

-Create extra brackets to complete the stamp.

3.

-Uppercases could be in secret code forms, and lowercase could be in regular letterforms.

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REFLECTION

Experience

Task 2(A): key artwork was interesting and enjoyable. To create key artwork, we had to utilize at least three letters of our name to express the wey words. In my case, I used "m", "i", "n", and "a" from my first name and "k" from my last name to express "embracing" and "moving forward." Then, we were required to expand on the completed key artwork to create collateral designs for task 2(B). 

Observation

I observed that expressing the keywords utilizing letters is quite challenging. It had to be aesthetic and readable at the same time. The outcome had to be enough to show the keywords as well. It had me do more research and exploration compared to other tasks. Also, coming up with several designs by expanding on the design of key artwork requires quite a bit of research and exploration.

In addition, I learned that using a colour palette that creates harmony and contrast is very necessary. Selecting proper colours that can represent the characteristics of the design is also crucial. 

Findings

I found that working on both tasks was a good experience overall.

I enjoyed all progress since I was to create something that reflects myself. Moreover, all the exercises were very beneficial since I could glimpse how the progress of branding works.

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FURTHER READING

Fig 1.4.9 The Vignelli Canon by Massimo Vignelli (03/05/2023)

Week 5 (pages 18 - 19)

Appropriateness

It guides us to choose the right media, materials, scale, expression, colour and texture for design. There are many ways to solve design problems, but it must be done by using an appropriate design approach.

Week 6 (pages 20 - 21)

Ambiguity

Ambiguity can be interpreted positively on that point that ambiguity can create a plurality of meanings. Also, designs with ambiguity have the potential to be read differently by viewers. However, playing with ambiguity has to be done very delicately, otherwise, it could cause some unpleasant results.

Week 7 (pages 22 - 23)

Design Is One

Master a design principle to be able to design anything; it is essential for every project.

Design is ONE combined with different aspects. "Interaction between intuition and knowledge."

Week 8 (pages 24 - 25)

Visual Power

There are endless possibilities to create a powerful expression of graphic design. Well-known examples of them are the difference in scales and the boldness of typefaces and textures. 

Week 9 (pages 26 - 27)

Intellectual Elegance

Intellectual elegance is a way of thinking, social responsibility and the definition of design.