Advanced Typography - Task 2: Key Artwork and Collateral

September 28, 2023

Advanced Typography - Task 2: Key Artwork and Collateral

5.5.2023 / Week 4 - Week 7
Marcus Leong Ka Shing 0363643
Advanced Typography / BA of Design (HONS) in Creative Media / Taylor's University
Task 2: Key Artwork and Collateral

LECTURES

All lectures completed in Task 1: exercise1&2

INSTRUCTIONS

Task 2A:

For this task, we were told to create a wordmark/logo that signifies our identity. We were told to use our names. The idea was to create something that has an identity that could be later turned into a brand direction.

Fig 1.1 Initial Exploration

This was my initial experimentation process on paper. I had 0 idea and inspiration to create a wordmark from my name so I just tried scribbling and making pseudonyms first. After creating a few, I stuck with this design and further enhanced it digitally with some direction. I wanted to create something that resonates with me. I love texture and shapes very much and I find it very significant in my day to day choices. Hence, I tried to implement that into my design.

Fig 1.2 Digital Exploration

This was my first attempt at digitalization. I tried different variations to see what works and is readable as well. Readability was my priority, as it would defeat the purpose if the client/reader is not able to understand what my brand/logo conveys at surface view.

Fig 1.3 Word mark and Pattern

I ended up shortlisting this design as my favorite. To me it was simple, and resonates with my direction. I submitted this for the first round of feedback and was told to explore more and find a more meaningful concept that.

Fig 1.4 Second Exploration

This was my second variation submitted for feedback under further exploration. I tried to broaden my style and go for a more futuristic look. Mr Vinod advised me to stick to the first.

Fig 1.5 Process of Fine Tuning Word Mark

After more feedback and correction, I stuck with the last design. It was elegant with the hint of expression of the direction I was working towards.

Final wordmark

Fig 1.6 Final Word Mark

Fig 1.7 Final Pattern

Task 2B: Collateral

For this next part, we were told to create mockups and create a brand identity using the wordmark from earlier. Collateral were to be used such as tshirts, packages, cups and etc.

Fig 1.8 Test Collateral

This was the first testing of mockups. After that, I brainstormed and look for inspiration to create my brand identity. I wanted something that had the feel of nature and is pleasing to look at. After going on colorhunt.co I found the perfect palette for my collateral.

Fig 1.9 Chose Color Palette

This was the color palette I decided on. It had a nature feel and had contrast as well.

Fig 1.10 First Mockup

Moving on, I created loyalty cards that showcase the brand identity as well.

Fig 1.11 Adding Elements

I decided to add some graphical elements to display clearly the direction of my brand and the terms of conditions on the back. This was to create a mockup as well later.

Fig 1.12 Loyalty Cards with Variation

I created a few variations and logos displayed on the card.

Fig 1.13 Layout

This was my final branding page, it includes the typeface, color palette and their codes, and the basic branding designs.

Fig 1.14 Second Mockup

Soon after, I started to test my designs on mockups. I created my designs on Illustrator then imported it over to Photoshop.

Fig 1.15

Fig 1.16 Final Coffee cup Mockup

I created a few more after, and wanted my mockups to relate and stick to the overall theme and be aligning with the other mockups as well. Alongside the coffee cup, I added coffee loyalty cards and a coffee bean packaging.

Fig 1.17 Third Mockup

Fig 1.18 Coffee Bean bag Mockup

Fig 1.19 Banner Mockup

Final Task Submission 2A&B

Fig 2.1 Key Artwork Primary Color

Fig 2.2 Key Artwork Primary Color Reverse

Fig 2.3 Key Artwork BnW

Fig 2.4 Key Artwork GIF Animation

Fig 2.5 Flat Lay of Task

Fig 2.6 Final Mockup 1

Fig 2.7 Final Mockup 2

Fig 2.8 Final Mockup 3

Instagram Handle: @design.flk

Fig 2.9 Instagram 9 Tile Page (Desktop)

Feedback:

Week 4:
- convey what the client cant see instead of what they can see
- using the right words can make the client resonate with your work
- explore more variations in relation to my first attempt, find what works
- implement a meaningful concept and thought process when creating work
- be more accurate when expressing through the work

Week 5:
- more consistency within thickness
- less contrast is better

Week 6:
- Maintain brand readability; adding gradients may reduce it.
- Avoid cramming your wordmark into your collateral; aim to expand it as much as possible.
- Expand your thinking beyond analyzing Pentagram and take inspiration from it.
- Use bold colors for strong legibility.
- Steer clear of using light colors.

Week 7:
- Avoid using the same wordmarks repeatedly in Instagram posts.
- Approach the design of photos with a fresh perspective.
- Incorporate animated GIFs into your Instagram posts.
- Encourage creativity and avoid limiting yourself to just collateral materials.

Reflection

Experience:
This task presented challenges due to its intensity alongside other modules. I enjoyed creating my key artwork and implementing it into various materials. However, it became exhausting, and the design process felt unsatisfying and caused my a fair amount of stress. Despite this, the task focusses on designing an identity, which I am interested in.

Observations:
This task taught me to pay attention to text color and the significance of. It served as a valuable refresher on elements that improve visual communication, including how colors can appear differently against various backgrounds. It was also important to learn how readability of our designs and whether customers are able to understand our works on surface level.

Findings:
I found that this task required a ton of thinking as a brand creator. How exactly to market and sell yourself. Identity is important as it creates a trust in customers while the overall design should have meaning so customers can understand what they are investing in.

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Marcus Leong Ka Shing 0363643