ADVANCED TYPOGRAPHY / TASK 2: KEY ARTWORK & COLLATERAL
21/05/2025 - 11/06/2025 (Week 05 - Week 08)
Aveline Kristie / 0372310
Advanced Typography / Bachelor of Design (Honours) in Creative Media / School of Design
Task 2A & 2B / Exercises : Typographic Systems & Type and Play
TABLE OF CONTENTS
1. Lectures
2. Instructions
3. Tasks
4. Feedback
5. Reflection
1. LECTURES
Week 5: AdTypo_5_Perception and Organisation
2. INSTRUCTIONS
3. TASKS
.jpg)
Task 2B - Collateral
Fig 3.18 Collaterals Final Outcome .JPEG, Week 6
(01/06/25)
Fig 3.31 Collaterals Final Outcome .JPEG, Week
6 (01/06/25)
4. FEEDBACK
5. REFLECTION
6. FURTHER READING
Fig 6.1 "The Vignelli Canon" by Massimo Vignelli (2010)
Perception = How something is seen and understood.
Design often manipulates perception, especially in advertising, which can blur the line between persuasion and deception.
Fig 1.1 Several Methods in Typography to Create Contrast
In typography, perception is shaped by:
- Contrast
- Form
- Organization
Contrast
Contrast in typography is about creating differences in design elements to
make text stand out, guide the reader’s eye, and enhance readability.
Types of Contrast:
1. Contrast / Size
Contrast of size provides a point to which the reader's attention is drawn.
Larger text attracts attention. For example, headings are bigger than body
text, helping establish hierarchy.
2. Contrast / Weight
It describes how bold type can stand out in the middle of lighter type of
same style. Bolder text stands out. Use for emphasis, like in keywords or
calls-to-action.
3. Contrast / Form
Mixing different fonts or styles (serif with sans-serif) adds visual
interest.
4. Contrast / Structure
The design of letterforms varies across fonts. Combining modern and
traditional fonts can create striking contrasts.
5. Contrast / Texture
Differences in letter spacing or density can change how the text feels,
making it more dynamic.
6. Contrast / Direction
Text direction (horizontal vs. diagonal) adds energy and focus, making
certain parts of the design stand out.
7. Contrast / Colour
High contrast (black on white) ensures readability, while subtle contrasts
can create a softer, more artistic look. It is important to give thought to
which element needs to be emphasized and to pay attention to tonal values of
colours that are used.
Fig 1.2 Types of Contrast
Form
It refers to the overall visual appearance of the elements within a
typographic composition. It's essential because it creates a strong visual
impact and shapes first impressions. Effective typographic form captures
attention by guiding the viewer’s eye through the design in an engaging
and memorable way. Ideally, there should be a balance between visual
appeal and functionality.
Fig 1.3 Form Examples
When form and meaning interact harmoniously, the result is both expressive
and functional. At times, a typeface can shift from being read as text to
being seen purely as a visual element, especially when it’s altered
through distortion, texture, enlargement, or placement within a space.
This transformation depends on how decorative or expressive the typography
becomes.
Gestalt Principles in Organization
Gestalt = “Unified whole.” Design must be experienced as a whole, not
just parts.
Key Principles Applied to Typography:
- Similarity – Elements that look alike are grouped.
- Proximity – Close elements are perceived as related.
- Closure – Our mind completes incomplete shapes.
- Continuity – We follow paths, lines, and curves.
- Symmetry & Simplicity – We prefer balanced, clean structures.
2. INSTRUCTIONS
3. TASKS
Task 2A - Key Artwork
We were tasked with creating a wordmark that represents ourselves using our first name or pseudonym. We started by making a mind map about ourselves, then searched for references for our wordmark and began sketching design ideas.
1. Mind Map
Fig 3.1 Mind Map About Myself, Week 5 (20/05/25)
2. Visual References & Sketches
Fig 3.2 Visual References, Week 5 (20/05/25)
Before I started my sketches, I began searching for references on
Pinterest. Since I love rabbits, I wanted to incorporate a rabbit
illustration into my wordmark.
Fig 3.3 Wordmark Sketches, Week 5 (20/05/25)
I drew three different sketches, each incorporating a rabbit
illustration. However, during the feedback session, Mr. Vinod
suggested that it would be better not to include a specific
illustration, as it could lead to misunderstandings about the
meaning of my wordmark. He told me to think beyond
that. If I really like rabbits, he said that I should create a
wordmark that expresses how I feel when I see a rabbit. As a result,
I realized that I see rabbits as cute animals, and since I also
consider myself as a playful person, so I decided to create a new
sketch that has a playful and cute vibe.
Fig 3.4 Visual References, Week 5 (24/05/25)
Since I wanted a playful vibe, I added eyes to the letter "O" and
made the letters "r" and "a" look like they are connected. I also
designed the letter "L" inspired by rabbit ears. However, Mr. Vinod
said that I made too many letters look funny, and it felt
overwhelming. He told me that if I want to make the wordmark
playful, I should focus on just one fun element and not overdo it.
So in the end, I kept only the eyes on the letter "O" and made the
other letters more simple.
Fig 3.5 Second Sketches Attempt, Week 5 (24/05/25)
3. Colour Palette
Fig 3.6 First Colour Palette Attempt, Week 6
(27/05/25)
Fig 3.7 Final Colour Palette Outcome, Week 6
(30/05/25)
Next, I digitized my artwork in Adobe Illustrator by tracing my
sketch. After that, we were asked to create a colour palette for our
wordmark. Mr. Vinod explained that it should include 5 different
colours: 2 lightest shades, 2 medium shades (must be complementary
and contrast with each other), and 1 darkest shade. Since I
mentioned in my mind map that I love pink, I chose green as the
complementary colour. However, I wasn’t happy with the result
because the colours looked dull. So, I decided to make the colours
brighter and changed the green to turquoise.
4. Key Artwork Animation
Fig 3.8 Animation Process, Week 7 (06/06/25)
For the next work, Mr. Vinod instructed us to animate our
wordmark. I decided to use Adobe After Effects since I’m more
familiar with it. I wanted the animation to look playful and last
for 3 seconds, as it would be exported as a GIF. In the animation,
the dot on the letter "i" drops from above and falls onto the
letter "O," making it look like the "O" wakes up from a nap. Then,
the "O" blinks, and all the letters jump together.
To start, I exported each element in PDF format and imported them
into Adobe After Effects. To make the elements move, I adjusted
their positions in the keyframes, in the "Position" section. To
make the "O" rotate, I changed its rotation degree using the
"Rotation" section in the keyframes. Lastly, I set the opacity to
zero for any elements I didn’t want to appear.
Fig 3.9 "Liora" Animation Final Outcome, Week 7
(06/06/25)
5. Task 2A Final Outcomes
.jpg)
Fig 3.10 Final Wordmark Outcome .JPEG, Week 6
(30/05/25)
Fig 3.11 "Liora" Animation Final Outcome .GIF, Week 7
(06/06/25)
Fig 3.12 Task 2A Final Outcome .PDF, Week 6 (30/05/25)
Task 2B - Collateral
1. Collaterals & Instagram
Fig 3.13 Collateral Trial, Week 6 (01/06/25)
After I was satisfied with my colour palette, I started making
mock-ups using templates I found and downloaded from
Freepik.com. I tried
placing my wordmark on different items, but since three items
were enough, I chose the three best results. Because I want my
account to look like a brand that sells everyday essentials, I
looked for items that are usually sold in stores like Typo or
Flying Tiger.
Fig 3.14 Final Collateral, Week 6 (01/06/25)
Then, Mr. Vinod asked us to combine our wordmark with a picture
of ourselves. I decided to use the letter "L" because it also
looks like my favourite number, 7. However, during the feedback
session, Mr. Vinod told me that the letter "O" in my wordmark is
more eye-catching and interesting than the "L", so it would be
better to use the "O" more in my post. So I decided to switch
and use the "O" instead. I also felt that my first photo didn’t
show a playful vibe, so I changed it to a new picture that
better matches the playful feeling of my wordmark.
Fig 3.15 Combination of My Wordmark and Picture of
Myself, Week 6 (01/06/25)
After I finished everything, I started an Instagram account
with 9 posts showcasing my key artwork and collaterals. I
named the account "with.liora" and began uploading each post.
Below here is the the Instagram link and the screengrab of my
Instagram account:
Instagram Link: https://www.instagram.com/with.liora?igsh=bTJ6MnV3bDhoYjNr
Screengrab:
Fig 3.16 Instagram Account, Week 7 (02/06/25)
2. Task 2B Final Outcomes
Fig 3.17 Collaterals Final Outcome .JPEG,
Week 6 (01/06/25)
Fig 3.19 Collaterals Final Outcome .JPEG, Week 6
(01/06/25)
Fig 3.20 Instagram Account Layout, Week 7 (02/06/25)
Fig 3.21 Instagram Account Screengrab, Week 7 (02/06/25)
Instagram Link: https://www.instagram.com/with.liora?igsh=bTJ6MnV3bDhoYjNr
Fig 3.22 Task 2B Final Outcome .PDF, Week 7
(04/06/25)
Task 2A & 2B Outcome Compilation
Fig 3.23 Final Wordmark Outcome .JPEG, Week 6 (30/05/25)
Fig 3.24 Final Wordmark Outcome .JPEG, Week 6 (30/05/25)
Fig 3.25 Final Wordmark Outcome .JPEG, Week 6 (30/05/25)
Fig 3.26 Final Wordmark Outcome .JPEG, Week 6 (30/05/25)
Fig 3.27 Final Wordmark Outcome .JPEG, Week 6 (30/05/25)
Fig 3.28 "Liora" Animation Final Outcome .GIF, Week 7
(06/06/25)
Fig 3.29 Task 2A Final Outcome .PDF, Week 6 (30/05/25)
Fig 3.30 Collaterals Final Outcome
.JPEG, Week 6 (01/06/25)
Fig 3.32 Collaterals Final Outcome .JPEG,
Week 6 (01/06/25)
Fig 3.33 Instagram Account Layout, Week 7 (02/06/25)
Fig 3.34 Instagram Account Screengrab, Week 7 (02/06/25)
Instagram Link: https://www.instagram.com/with.liora?igsh=bTJ6MnV3bDhoYjNr
Fig 3.35 Task 2B Final Outcome .PDF, Week 7
(04/06/25)
4. FEEDBACK
Week 5
General Feedback: Mr. Vinod
advised that the wordmark should be personal and represent who we
are, along with the keywords we've selected. Avoid including
elements that don’t relate to your own nationality or background.
Specific Feedback: Avoid using a rabbit, as it could be
associated with unintended themes like Easter. Instead, take time to
understand your own personality, if you’re aiming for a “cute” look,
make sure the design truly reflects that.
Week 6
General Feedback: We need to have light,
middle, and dark shades that don't look dull. Use 2 light colours,
2 middle tones, and 1 dark colour. The middle shades should be
complementary to each other and contrasting. We also need to make
all letters consistent.
Specific Feedback: Reduce the length of the letter "L"
and make it thinner. Simplify the "i" and "r." If I want to make
my wordmark look playful, focus on just one letter rather than
making all the letters look playful, as that can feel
overwhelming.
Week 7
General Feedback: -
Specific Feedback: Mr. Vinod told me that my
letter "O" looks more interesting than "L". He suggested
that it might be better to replace one of my collaterals or
my picture with "O" instead of "L".
Week 8
General Feedback: It takes time to develop
our identity, and we can truly master it if we're
interested in it. Some people may take longer, while
others can do it quickly. It's okay for everyone to have
a different pace when it comes to growing and expanding
their identity beyond the basics.
Specific Feedback: The identity expansion is
somewhat limited but still acceptable at this stage of
learning. Mr. Vinod suggested adding a repeated pattern
to the letter "L" to make it look less plain.
5. REFLECTION
Experience
At first, I planned my wordmark idea by choosing things just because
they looked cute or trendy. But now, I know that my design needs to
tell something about me. I also saw how small changes, like fixing the
“L” or choosing better colours, can make a big difference. Changing
the colour palette was fun too because I learned how colours can
affect the mood and feeling of the wordmark. This whole process made
me more careful and thoughtful when designing, and I feel like my
wordmark is starting to show more of who I really am.
Observations
During the feedback sessions, I noticed that Mr. Vinod wanted us to
make sure our wordmark really shows who we are. He said it should be
personal and based on our own background and personality. He also told
us not to use symbols that don’t match our identity. For example, I
used a rabbit at first, but he explained that people might think of
Easter season, which wasn’t my intention. This made me realize that
every part of my design needs to have a reason and meaning.
Findings
I found out that making every letter look playful can make the design
feel too overwhelming. If I want a cute or fun look, it’s better to
choose just one letter to play with. Mr. Vinod also gave specific
feedback about my letters. He said the “L” was too long and thick, so
I should make it shorter and thinner. He also told me to make the “i”
and “r” simpler to match the rest of the letters. Another thing I
learned is about using colours. We need five colours in total; two
light colours, two mid-tones, and one dark colour. The colours should
not look dull, and the mid-tones should contrast but still look nice
together.
6. FURTHER READING
Fig 6.1 "The Vignelli Canon" by Massimo Vignelli (2010)
Being careful and paying attention to detail takes discipline. We need to avoid being lazy, messy, or leaving things until the last minute. Every small part of a project matters because, in the end, the final result is made up of all those details. Quality is either there or it's not, it doesn't depend on rank or importance. In creative work, discipline means being committed and working hard all the time. It helps keep our work steady and organized by setting personal rules and standards.
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