Advanced Typography | Task 2 | Key Artwork & Collateral
.png)
14.05.2025 - 00.00.2025 ( Week 4 & Week 8)
Deadline : Week
Taylor's University
Shubashini a/p Subramaniam / 0367697 / Bachelor of Design (Hons) in Creative Media/
Advanced Typography (GCD61004)
Task 2 - A (Key Artwork) & B (Collateral)
Table of Content :
1. Lectures
3.Task 2 A
3.1 - Final Submission Task 2 (A)
4.Task 2 B
4.1 - Final Submission Task 2 (B)
5.Task 2 Final Outcome Compilation
6.Feedback
Lectures
For Other Lectures, please refer to Task 1 Blog: Lectures
|
|
|
- Form =
Overall appearance and feel of typographic elements.
- Typography originates from typos (form) + graphis (writing).
- When manipulated (enlarged, distorted, textured), type
becomes visual form rather than just readable text.
- This adds expression, making typography memorable and engaging.
|
|
|
Lectures
For Other Lectures, please refer to Task 1 Blog: Lectures
|
|
|
|
- Form =
Overall appearance and feel of typographic elements.
- Typography originates from typos (form) + graphis (writing).
- When manipulated (enlarged, distorted, textured), type
becomes visual form rather than just readable text.
- This adds expression, making typography memorable and engaging.
|
|
|
|
Task 2
Task 2(A)Key Artwork & Collateral (30%)
The exercises are as follows:
(Task 2A) 10% - Key Artwork
In the context of this task, the key artwork is a wordmark/lettering of your name, but is also an artwork. As a wordmark/lettering it is used to identify a person but it is also used as an artwork that might adorn a lapel pin/T-shirt/poster (collateral). The key artwork can be disassembled into constituent shapes to form vibrant patterns that continue to maintain and expand its visual identity.
The final key artwork must be an elegant solution, well balanced and composed, not complicated or confusing that leads to a functional and communicable key artwork. This key artwork will subsequently be used in Task 2(B) collateral.
(Week 4)
|
|
Figure 3, Mind Map About Me , Shubashini ( 14/05/2025 ) |
|
|
|
.png)
|
|
|
.png)
|
|
|
|
|
|
(Week 5)
.png)
|
|
|
.png)
|
|
|
|
|
|
(Week 6)
I showed sir my recent sketch on paper since my
electronic device was sent for repair. he said I
needed to loose one of the stars as the design
seems to noisy. He asked why the letters were
bubbly when i'm going for a star theme esc. I said
it was to incorporate the safe feeling from my
dream keyword.
Figure 10, Sketched Semi
Approved by Sir , Week 6 (
28/05/2025)
I chose to keep the stars in the letter 'B'
after creating my second sketch digitally.
Figure 11, Digitalised
Sketch , Week 6 (
28/05/2025)
Illustrator Process :
Figure 12, Illustrator
Process , Week 6 (
28/05/2025)
Rationale + Meaning :
|
|
|
|
|
|
|
|
Rationale + Meaning :
|
Figure 13, Rationale for Design ,
Week 6 ( 28/05/2025)
Colour Palette Chosen + Final Draft in
Illustrator :
|
|
Colour Palette Chosen + Final Draft in
Illustrator :
|
Figure 14, Colour Palette and
Margins on Design , Week 6 (
28/05/2025)
|
|
|
For making the gif I first created multiple art boards in
Illustrator :
|
|
|
|
| Figure 16, Screenshots of Each Layer in Photoshop, Week 6 (28/05/25) |
Final Work Submission Task 2(A)Key Artwork
(10%) :
1080px (W) x 1350px (H)
|
Final Work Submission Task 2(A)Key Artwork
(10%) :
1080px (W) x 1350px (H)
|
Figure 17, Final Key Artwork,
Black on White Background , Week
6 ( 28/05/2025)
Figure 18, Final Key Artwork, White
on Black Background , Week 6 (
28/05/2025)
Figure 19, Final Colour Palette ,
Week 6 ( 28/05/2025)
Figure 20, Final Word Mark in Actual Colour
on Darkest Shade of Colour Palette , Week 6 (
28/05/2025)
Figure 21, Final Word
Mark in Actual Colour
on Lightest Shade of
Colour Palette , Week
6 ( 28/05/2025)
|
|
|
| Figure 18, Final Key Artwork, White on Black Background , Week 6 ( 28/05/2025) |
|
|
|
|
||||
|
Figure 22, Final Word Mark Animated, GIF , Week
6 ( 28/05/2025)
|
Figure 22, Final Word Mark Animated, GIF , Week
6 ( 28/05/2025) |
Figure 23, PDF Compilation of
Task 2A Submission ,Week 8 (
12/06/2025)
(Week 7)
|
Figure 23, PDF Compilation of
Task 2A Submission ,Week 8 (
12/06/2025)
|
| (Week 7) |
To Begin Task 2B collateral we needed to, identify 3 collaterals. The output should communicate both visually and textually the desired message and mood set by the key artwork.
|
|
First I choose a picture of myself that didn't have
a busy background the reduce the business of the
photo. I edited it to become black and white, and
resize to fir the Instagram Post size. Later I added
My word mark in it to complete the look.
|
|
|
|
|
|
Figure 26, Creating different Collateral with my Design, Week
7 ( 04/06/2025) |
|
|
Figure 27, Draft for Instargram Post Week 7 (
04/06/2025)
|
|
|
Figure 28, Creating a new pattern from the font,Week 8 (
12/06/2025) |
|
|
|
|
Final Work Submission Task 2(B) Collateral (20%) :
1080px (W) x 1350px (H)
3 Collaterals :
Figure 35, PDF Compilation of Task 2B Submission
,Week 8 ( 12/06/2025)
|
.png)
Task 2 Outcome Compilation:
Figure 36.1, Final Key Artwork, Black on
White Background , Week 6 (
28/05/2025)
Figure 36.2, Final Key Artwork, White on Black
Background , Week 6 ( 28/05/2025)
Figure 36.3, Final Colour Palette , Week 6 (
28/05/2025)
Figure 36.4, Final Word Mark in Actual Colour on Darkest
Shade of Colour Palette , Week 6 ( 28/05/2025)
Figure 36.5, Final Word Mark in
Actual Colour on Lightest Shade of
Colour Palette , Week 6 (
28/05/2025)
|
|
|
|
| Figure 36.2, Final Key Artwork, White on Black Background , Week 6 ( 28/05/2025) |
|
|
|
|
|
|
||||
|
Figure 36.6, Final Word Mark Animated, GIF , Week 6 (
28/05/2025)
|
Figure 36.6, Final Word Mark Animated, GIF , Week 6 (
28/05/2025) |
Figure 36.7, PDF Compilation of Task 2A
Submission ,Week 8 ( 12/06/2025)
3 Collaterals :
Figure 37.1 , Tea Cups
Collateral ,Week 8 (
12/06/2025)
Figure 37.2 ,
T-Shirt
Collateral ,Week
8 (
12/06/2025)
Figure
37.3 ,
Snack
Package
Collateral
,Week
8 (
12/06/2025)
Figure 37.4 , Instagram Feed Design Layout
,Week 8 ( 12/06/2025)
Instargram Handle : @designshuba._.2315
.png)
Figure 37.5 ,
Screenshot of
Instagram Feed
Design Layout
,Week 8 (
12/06/2025)
Figure 37. 6, PDF Compilation of Task 2B Submission
,Week 8 ( 12/06/2025)
|
Figure 36.7, PDF Compilation of Task 2A
Submission ,Week 8 ( 12/06/2025)
|
|
|
|
|
|||||
|
|
|
Figure 37.4 , Instagram Feed Design Layout
,Week 8 ( 12/06/2025) |
|
Feedback
Week 5
Specific: Sir mentioned my first sketch, Fig.4 looks more like a water park design rather than something representing myself and that the wording is doing too much. Next, he said that my second sketch, Fig.5 looks interesting but looks like a fish bones. Lastly he said that my last sketch was not that readable as the letter 'S' is too stretched out and hard to read. Sir mentioned, my work was too bold and it exspresse's too much. He said I should keep it simple and dive further into my chosen key word. He mentioned I'm o the right path but I should'nt overdo it to overwhelm the viewer.
General: A wordmark should feel fresh, be easy to remember, and connect emotionally with the audience. Keep it simple, balanced, and clear. Good design is timeless and good for business, enjoying the process leads to better results. Be ready to explain your choices to clients.
Week 6
Specific: Sir, mentioned that I should lose one of the stars on my letters to lessen the noise in my artwork
General: Sir told us that readability is the most important thing in the word mark, so make it readable and easy to read. Always use grids when making word mark. Don't make the word marks too complicated.
Week 7
Specific: Sir, mentioned that my task 2 (a) design got approved and I can carry on with task 2 (b).
General: He reminded on the importance of having contrast in the colour palette to not make all the design look the same. He also emphasized on the design we derive from our font should be minimal and then later we can expamd it further.
Week 8
Specific: Sir told me my expansions need to be more exciting and it was too 'starry'.
General: Sir told us to improve our colour pallete choices and it has to include complimentary colours. He also briefed us on our task3 and asked us to get our proposals ready by next week.
Reflection
Experience:
This has been one of my favourite tasks of the semester. Designing the key artwork and collateral was both fun and meaningful .It allowed me to explore typography, express my personality, and understand branding on a deeper level. Although I initially struggled to reflect myself through design, feedback from Mr. Vinod and my friends helped guide me. I really enjoyed the creative freedom in this task; it felt like building a brand that truly represents me. The process was thoughtful and time-consuming, but very rewarding.
While creating the collateral, I realised the importance of thoughtfully expanding on the main artwork. It shouldn’t feel repetitive, cluttered, or dull .Instead, it should evolve creatively by reworking elements from the original word mark to form fresh, engaging variations. However, I also learned that adding too many elements can overwhelm the design and dilute its message. Simplicity and intention are key.
Browsing various designer websites helped spark ideas and showed me how well-balanced type and illustration can elevate a project. I was inspired by the range and clarity of the collateral showcased. One major takeaway from the feedback we received was the issue of readability. While creativity is essential, it must be balanced with clarity and visual focus to truly engage the audience. This experience taught me that effective design requires both expression and restraint.
Findings:Further Reading
1. San Antonio Book Festival Program
|
|
|
|
|
Figure 39, Screenshots from San Antonio Background ,Week 7 (
04/06/2025) |
From this website, I learned how thoughtful design can capture the cultural and architectural spirit of a place. Pentagram’s work for the San Antonio Book Festival stood out to me because of how deeply it connects to the identity of the city, drawing visual cues from the bold, geometric forms of the San Antonio Central Library and using a colour palette inspired by its iconic “enchilada red” facade.
The way they balanced playful patterns with structured typography helped me understand how a flexible identity system can still feel cohesive across different mediums. It also showed me the importance of making a design system not just visually appealing, but meaningful to the community it represents.
This project is a great example of how branding can do more than promote an event it can tell a story, celebrate a place, and invite people in. I’d recommend it as a great case study for anyone interested in cultural branding, event identity, or place-based design.
2. Brand Identity Design for Juzdan Digital Wallet
|
|
|
|
|
|
wow
ReplyDelete