ADVANCED TYPOGRAPHY : TASK 2 - KEY ARTWORK & COLLATERALS

22/05/25 - 18/06/25 ( Week 5 - Week 9 )
Carren Yeliandi / 0376990
Advanced Typography / Bachelors of Design in Creative Media / Taylor's University
Task 2 - Key Artwork & Collaterals

TABLE OF CONTENTS

1. Lectures

2. Instructions

2.1. Task 2A

2.2. Task 2B

2.3. Final Compilations

3. Feedbacks

4. Reflections

5. Further Reading

Lectures

LECTURE 5

Perception in design -> how viewers interpret visual information. Gestalt principles play a critical role in perception in design

Contrast is vital to differentiate information (size, weight, form or colors)

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Instructions

TASK 2A - KEY ARTWORK

Following the instructions of Mr.Vinod, I created a mind map of myself based on a few categories along with a mood board.

Fig 1.1. Mind Map (Week 9 ; 18/6/25)

Fig 1.2. Moodboard (Week 9 ; 18/6/25)

After that I selected a few keywords and began sketching some ideas.

Fig 1.3. Sketches 1 (Week 9 ; 18/6/25)

I then submitted the compilation version for feedback.

Fig 1.4. Facebook Submissions 1 (Week 9 ; 18/6/25)

After the feedback, I began exploring more but kept getting stuck. In the end I used the first idea of growth, which is the sketch on the top left corner.

Fig 1.5. Sketches 2 (Week 9 ; 18/6/25)

The idea is that it's a lowercase slowly growing to be an uppercase, it's currently still stuck in the middle of the growing process.

I then began to digitize my idea on Adobe Illustrator using Univers LT Std Bold Condensed as reference. I then just traced the sketch using curvature tool before adjusting the size based on the reference.

Fig 1.6. Tracing the sketch (Week 9 ; 18/6/25)

Fig 1.7. Adjusting size based on reference (Week 9 ; 18/6/25)

Fig 1.8. Before (bottom) and after (top) size adjustment (Week 9 ; 18/6/25)

I decided to stack it on top of each other instead as it looked better, then I submitted it for feedback.

Fig 1.9. Facebook Submissions 2 (Week 9 ; 18/6/25)

After the feedback session, I began fixing the problem.

I made the strokes more consistent by using the cursor and pen/cursive tool to move around the point, I also made them the same height by dragging the my cursor down from the ruler down to the art board to create guide line.

Fig 1.10. Fixing consistency issues (Week 9 ; 18/6/25)

Fig 1.11. Facebook Submissions 3 (Week 9 ; 18/6/25)

Before I began creating the collaterals I started to choose the color palette. I chose the color red which is my favorite color as well as teal as it is the complementary color of red.

Fig 1.13. Chosen color palette (Week 9 ; 18/6/25)

FINAL TASK 2A SUBMISSION

Fig 1.14. White on Black Wordmark (Week 9 ; 18/6/25)

Fig 1.15. Black on White Wordmark (Week 9 ; 18/6/25)

Fig 1.16. Color Palette (Week 9 ; 18/6/25)

Fig 1.17. Original Color on Lightest Shade (Week 9 ; 18/6/25)

Fig 1.18. Lightest Shade on Darkest Shade (Week 9 ; 18/6/25)

TASK 2B - COLLATERAL

I then chose my items which is a hoodie, mug and a bag.

I then move around the letters to make some patterns and arrange them to be the size of the collaterals.

Fig 2.1. Collateral Process (Week 9 ; 18/6/25)

I created an x using two of my "R" and flip one before combining them together to create the "X" shape as my symbol or main logo for my wordmark.

Fig 2.2. Collateral 1 - Mug (Week 9 ; 18/6/25)

For this one, I just took a picture of me that I had and turned it black and white, as well as blurring the background. Then i just added my wordmark and logo in multiple colors on the side.

Fig 2.3. Picture + Wordmark 1 (Week 9 ; 18/6/25)

For the hoodie, I took the N and stretch it out diagonally, I then stacked it 3 times to add more flair to it.

Fig 2.4. Collateral 2 - Hoodie (Week 9 ; 18/6/25)

For the bag, I used repetitions of my X and then used all the colors from my color palette to create the gradient on the bag. I also added the short version of my name "Ren" on the bottom right corner to fill in the space a bit.

Fig 2.5. Collateral 3 - Tote Bag (Week 9 ; 18/6/25)

For this one, it's just a plain shirt and hat with pretty straight forward design as it's just me putting my wordmark directly on top as I wanted one that's just purely my wordmark. This one is also just a filler for one of the empty instagram grid.

Fig 2.6. Collateral 4 - Filler - Shirt and Hat (Week 9 ; 18/6/25)

After consulting with my friend, I decided to change my picture into a better one. This time I duplicated my name over and over again in the background.

Fig 2.7. Picture + Wordmark 2 (Week 9 ; 18/6/25)

I wanted to create a batik like pattern with the X so I just overlap them a lot and added a few more on top with different colors to make it looks more interesting.

Fig 2.8. Exploration - Batik Inspired (Week 9 ; 18/6/25)

After I'm done, I submitted it for feedback.

Fig 2.9. Facebook Submissions 1 (Week 9 ; 18/6/25)

After the feedback, I tried out a few patterns again. Mainly trying to fix the mug, the exploration and the tote bag.

Fig 2.10. Collateral Exploration 1 (Week 9 ; 18/6/25)

I picked one I liked best and then settled on the current Instagram layout. Which I submitted for another feedback.

Fig 2.11. Facebook Submissions 2 (Week 9 ; 18/6/25)

Although it could be better, the lecturer said it is acceptable for now which I will take in a positive note.

However I tried out a few more patterns to see if I can still make something better. Again focusing on the mug and exploration but now with the hoodie instead of the tote bag. I kept the lecturer feedback in mind of exploring the X and the use of color more.

Fig 2.12. Collateral Exploration 2 (Week 9 ; 18/6/25)

I decide to change the exploration and the mug but keep the hoodie as the original. I also changed my picture into black and white.

After that, I began to animate my wordmark. I thought of after effect as complicated hence I used premiere pro instead.

Fig 2.13. Animation 1 (Week 9 ; 18/6/25)

Fig 2.14. Animation 2 (Week 9 ; 18/6/25)

Fig 2.15. Animation 3 (Week 9 ; 18/6/25)

It's simple but depends too much transitions from Premiere Pro, I wanted something that I animate more myself with minimal use of video transitions. Which then made me two different animation, a still one and an accidental jump one.

I decided to use the accidental animation that I made that had a jumping motion as I felt like it looks more alive and playful.

I then asked for the lecturer's feedback, which he gave the okay to.

Fig 2.16. Final Animation (Week 9 ; 18/6/25)

FINAL TASK 2B SUBMISSION

Fig 2.17. Final Collateral 1 - Tote Bag (Week 9 ; 18/6/25)

Fig 2.18. Final Collateral 2 - Hoodie (Week 9 ; 18/6/25)

Fig 2.19. Final Collateral 3 - Mug (Week 9 ; 18/6/25)

Fig 2.20. Final Instagram Grid (Week 9 ; 18/6/25)

Instagram Link

Fig 2.21. Final Animation (Week 9 ; 18/6/25)

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FINAL SUBMISSION COMPILATION

Fig 3.1. White on Black Wordmark (Week 9 ; 18/6/25)

Fig 3.2. Black on White Wordmark (Week 9 ; 18/6/25)

Fig 3.3. Color Palette (Week 9 ; 18/6/25)

Fig 3.4. Original Color on Lightest Shade (Week 9 ; 18/6/25)

Fig 3.5. Lightest Shade on Darkest Shade (Week 9 ; 18/6/25)

Fig 3.6. Final Collateral 1 - Tote Bag (Week 9 ; 18/6/25)

Fig 3.7. Final Collateral 2 - Hoodie (Week 9 ; 18/6/25)

Fig 3.8. Final Collateral 3 - Mug (Week 9 ; 18/6/25)

Fig 3.9. Final Instagram Grid (Week 9 ; 18/6/25)

Instagram Link

Fig 3.10. Final Animation (Week 9 ; 18/6/25)

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Feedbacks

Week 5

General Feedback : Needs more exploration.

Specific Feedback : The keywords that have been chosen is good, However, the sketches are barely scratching the surface of it. Further exploration is needed for it.

Week 6

General Feedback : The craftmanship is horrible

Specific Feedback : The wordmark is there but at the same time not there, the craftmanship of the wordmark is not good, there's many unconsistency on the letters also pay attention to the height of the letters.

Week 7

General Feedback : It's okay, but it could be better.

Specific Feedback : Some of the collateral is too dense in design, the R on the cup is not easy to read, can be explored more. The revised version is okay but it could be better.

Week 8

General Feedback : It's acceptable for now. Specific Feedback : It could still be explored further and be better. However, it is okay and acceptable for now.

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Reflections

Experience :
This task is very confusing for me, I don't really know many things and even if I do, most of the time I don't remember. So I need to search for reference online that in a way made me understand but also made me stress more due to the fact that I didn't know how I will develop my wordmark using whatever keyword that I will and can use. I changed my keyword very often as I continued to work on my wordmark, until the final keyword "Playful" which to be honest is leaning more towards "Crazy" but it's works both ways for me. I'm not satisfied at all with the results, but no matter how many time I try to explore I just don't have any idea on how to create designs for my collaterals or even how I can further explore my wordmark. The lecturer said it's acceptable and for me it's looks normal and basic but at the same time I feel like it's so horrible that I just want to throw it away. Overall, this is my hardest task so far and to be honest I'm not looking forward to doing something like this again.

Observation :
From what I seen, my classmates idea differs from one another in some way or another. In an instance, some may be very unique but some may look simple yet suits them. I feel like I'm the only one stuck on this task because of it. I've also seen how everyone developed their mark and I can't help but feel like I didn't do my best, which I think is true. But it's mostly effected by the fact that I don't really know what I'm doing. I didn't do much observation that could help me, just observation that makes me feel bad with my work and that's alright, I just hope that one day I can use that feeling to further develop myself to make an even better work.

Findings :
I find that I don't really understand typography much, like I'm very clueless, I don't know what to do during this task. I don't know if I'm creative but due to this task I feel like the most basic person in the entire class. I find that everyone had different styles and colors that suits them, which they chose carefully and thought of. Meanwhile I just chose the color not because it suits me or anything, just because I like the color. Maybe I should try harder next time.

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