Task 2: Key Artwork & Collateral

20/09/2023 - 11/10/2023 / Week 4 - Week 7
Reema Arif Hamza / 0362792
Advanced Typography / Bachelor of Design (Hons) in Creative Media / Taylor's University
Task 2: Key Artwork & Collateral

Content

Lectures

Refer to Task 1

Instructions

(embed module booklet)

Task 2A: Key Artwork

Explore and compose as many permutations and combinations of your name in the form of a wordmark/lettering. 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

Process

The keywords in my wordmark are: friendly, playful, and creative. These words relate to my design style, and I wanted the wordmark to display that. The first draft was very inconsistent in terms of width/weight. In the second draft, I found a reference font called 'yeseva one' to base my letterforms on. I pushed the letters closer together to add to the friendly feeling I wanted to show.

The e-to-m transition seemed like a clever use of negative space and added a playful touch to my wordmark. By the fourth draft, I had tried to mimic the use of negative space in the a and R. The top of the R was a bit off in the overall balance of the wordmark. Thus, in my final draft I decided to just copy the negative space in the em to the R. It became more visually balanced overall.

Fig. 1.1 Process, Week 5 (27/09/2023)

Final

I chose blue and white for my wordmark because they gave the friendly playful feeling I was trying to achieve. The final wordmark design is below.

Fig. 1.2 Final Black and White, Week 6 (04/10/2023)

Fig. 1.3 Final Color, Week 6 (04/10/2023)

Fig. 1.4 Final Color Reverse, Week 6 (04/10/2023)

Task 2B: Collateral

You are tasked to design a t-shirt, lapel pin, an animated key artwork, and an Instagram account (or as instructed in class) transforming the key artwork into a brand. Students will work on the animated key artwork first and fine-tune the outcomes before going on to the other collateral material: a t-shirt, lapel pin, and finally an Instagram account. The output must result from in-depth exploration and must communicate both visually and textually the desired message and mood set by the key artwork and its function.

Process

To create my animated wordmark I made multiple frames in Illustrator and assembled them together in a short gif in Photoshop. I wanted the letter to slide into place to show how it all fits together.

Fig. 1.5 Illustrator boards, Week 6 (04/10/2023)

Fig. 1.6 Photoshop Timeline, Week 6 (04/10/2023)

Fig. 1.7 Final Animated Keyartwork, Week 7 (11/10/2023)

Fig. 1.8 Keyartwork and Collaterals 1, Week 6 (04/10/2023)

At first, I only used turquoise and dark blue, but after realizing I could expand my wordmark into the whole color palette I added light pink and cream to the mix. I used the counterform in my 'e' to create the semi-circle pattern that you see below. After expanding that to the best of my abilities I added my wordmark into some mockups such as mugs, totes, and stickers.

Fig. 1.9 Keyartwork and Collaterals 2, Week 6 (04/10/2023)

Fig. 1.10 Instagram Page Draft 1, Week 7 (11/10/2023)

After receiving feedback (refer to week 7 in feedback) I decided to redo my collaterals this time choosing mockups with similar lighting. Trying to make it more seamless and clean, I also experimented with the ig layout and using closeup shots to make people more curious.

Fig. 1.11 Instagram Page Draft 2, Week 7 (11/10/2023)

Final

The final key artwork, animation, mockups, and Instagram page are below.

Fig. 2.1 Final B&W KA, Week 6 (04/10/2023)

Fig. 2.2 Final Color KA, Week 6 (04/10/2023)

Fig. 2.3 Final Color Reverse KA, Week 6 (04/10/2023)

Fig. 2.4 Final KA Animation, Week 7 (11/10/2023)

Fig. 2.5 Final Color Palette, Keyartwork, and Collateral PDF, Week 7 (11/10/2023)

IG Handle: r333_ma Link: Click Here

Fig. 2.6 Final Instagram Page, Week 7 (11/10/2023)

Feedback

Week 7

General: Try to use Instagram to entice people to look further at the product.

Specific: A more imaginative use of showing your items like propping them up. When choosing your mockup, try to choose ones with similar lighting. There is limited variation because of the overuse of the pattern. Maybe for the profile picture use an initial or identifying characteristic of your wordmark.

Week 6

General: Expand your brand identity, you create a graphic from your wordmark to use as a pattern.

Specific: The pattern is nice but you have to be careful not to overuse it. Find different ways to use what you have in a new and exciting way

Week 5

General: Make sure you're wordmark visually balanced in a square.

Specific: The top of the R needs adjustment in width, the curve of the em should be smoother and have more flow. Keep refining.

Week 4

General: In every good form is good meaning.

Specific: You need to codify what you want to show because the form will follow the meaning.

Reflection

Experience

I experienced difficulty in establishing the core traits I identified in my design style and how to express them in a wordmark. There were a lot of references online but at the end of the day, I had to sketch it out multiple times to make something I liked.

Observation

I observed that wordmarks also require a similar consistency as when creating type. I found that incorporating color was a fun addition because it's something I enjoy playing around with.

Finding.

I found that expanding my identity took a long time because I often felt stumped on how to proceed further. It was hard to find the right balance in the Instagram feed layout, I had to look through many references to grasp the idea behind it.

Reema Hamza

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