Labels

Advanced Typography: Task 2 (A) & (B)



TANG LILIN (0376668)

Advanced Typography
Task 2 - Type Exploration and Application
20/5/2025 - 12/6/2025 （ Week 5 - Week 8 ）

Bachelor OF DESIGN (HONERS) IN CREATIVE MEDIA
LIST

    LECTURE

    Lecture 5 - Perception and Composition

    Perception in layout involves guiding and interpreting the reader's visual experience through contrast, form, and content composition. In this lecture, we will discuss form and contrast.

    1. Contrast
    According to Carl Del's theory, contrast can be classified into the following seven types: 
    • Size: Size contrast provides a focal point that concentrates the reader's attention. For example, because the sizes of the characters vary, we first notice the larger characters.
    • Weight: This explains how bold fonts stand out in the same style of light fonts.
    • Shape: This refers to the differences between uppercase and lowercase letters, or between roman and italic fonts, slim fonts, etc.
    • Structure: This refers to the differences in character shapes between different font families. For example, the difference between sans-serif fonts and traditional serif fonts.
    • Texture: This refers to the overall visual effect of font lines when observed at close and distant distances.
    • Direction: This refers to the contrast between vertical and horizontal directions, as well as the angular relationship between the two. Combining wide horizontal line blocks with tall vertical line blocks can also create a contrast effect.
    • Color: When using a second color, its brightness should generally be lower than that of a pure black and white combination.
    Fig 1.1 Contrast Example Size - Color   Week 05 21/05/2024

    2. Form
    Excellent layout forms attract the eye. They guide the eye from one point to another, stimulate thought, and leave a lasting impression.
    Layout has two functions: one is to express concepts, and the other is to present them in visual form.  
    The interaction between meaning and form brings about a balanced harmony in terms of function and expression.

    Fig 1.2 Typography Form Week 05 21/05/2024


    3. Organization / Formal Theory
    Formal psychology aims to understand the laws underlying humans' ability to acquire and maintain meaning. Formal theory emphasizes that the whole is greater than the sum of its parts.

    1 Law of Similarity: Points out the tendency for similar elements to be recognized as a unified whole.
    2. Law of Proximity: Points out the tendency for adjacent elements to be perceived as a unified whole.
    3. Law of Closure: Points out the tendency for humans to perceive complete graphics or forms even when shapes are incomplete.
    4. Law of Good Continuation: Points out the tendency for humans to perceive two or more intersecting objects as separate, independent continuous objects.
    5. Law of Symmetry: Points out that humans tend to perceive symmetrical objects and forms as more visually appealing, balanced, and orderly than asymmetrical objects.
    6. Law of Area: Emphasizes that large visual elements are more likely to be perceived as the main focus than small elements.

    Fig 1.3 Gestalt Principles Example Week 05 21/05/2024

    INSTRUCTION


    PROGRESS

    Task 2 - (A) Wordmark

    Task 2 (A+B) Key Artwork & Collateral

    1.  Read the brief MI_GCD61004_AD_TYPOGRAPHY_BDCM_2025.pdf

    2. View student examples Rules-Advice-Instructions-AdTypography.pdf

    3. Begin Task 2 by making a mind-map (of who you are or like to be), create a mood-board or an inspo. for direction and produce sketches of possible wordmark/lettering of your name (first name or pet name or pseudonym — minimum 4-5 characters). Document said process in Task 2 eportfolio. 

    Showcase your sketches leading to digitised artworks.

    4  Once Key Artwork is complete:

    • export JPEG, grayscale, 300ppi (1. black on white 2. white on black ... see below)
    • Go to the colour hunt and pick a colour palette for your identity 
    • wordmark: actual colour on lightest shade, lightest colour on darkest shade of the palette
    • Take a black and white self-portrait place key artwork (wordmark) on it artistically

    I followed the instruction and started to make a mindmap about myself. I began to explore my personality, hobbies, and who I want to be in the future.
    After completing the mindmap, I started to look for word mark references on the Internet with Creative, Dreamy, and Star as keywords. I chose to design with my English name "LUNA". Then I started to make sketches.

    Fig 2.1.1 Mind Map & References & Sketches Week 05 21/05/2024

    I followed the instruction and started to make a mindmap about myself. I began to explore my personality, hobbies, and who I want to be in the future.
    After completing the mindmap, I started to look for word mark references on the Internet with Creative, Dreamy, and Star as keywords. I chose to design with my English name "LUNA". Then I started to make sketches.

    Fig 2.1.2 Process of Serif Week 06 28/05/2024
    In the picture, special serifs are added to the serif part of the letter LUN, and stars are used to create negative space to enhance the design sense. Therefore, two types of serifs are made.
    In contrast, the processing of the letter A is more complicated. Since it is difficult to change the serif of the letter A, I decided to change the stroke in the middle of the letter A into a star to create negative space, and change the angle of the serif to make it more suitable for the overall style.

    Fig 2.1.3 Process of LUNA Week 06 28/05/2024
    As for color selection, I chose purple, which represents dreams, pink as a similar color, and yellow as a contrasting color.

    Fig 2.1.4 Colour of LUNA Week 06 28/05/2024
    Next, I started to animate. I looked for references on YouTube. Here is the link I used for reference:https://youtu.be/9TuXt3j27J8?si=BRkCF1O3Uwc0XzLW

    Design idea: Since the keywords of my design are creative, dreamy, star. So I choose to use stars as a guide to introduce LUNA, because there are many negative space designs about stars in the design, and serifs are related to stars and moons.

    Import the transparent LUNA into Adobe Effect, and use the shape tool to draw stars, add effects of enlarging and shrinking, changing paths, and changing colors. Create a mask effect for LUNA. The following is my keyframe production.

    Fig 2.1.5 Animation Week 06 28/05/2024


    Here is my finished animation:

    Fig 2.1.6 Final Animation Week 06 28/05/2024




    Task 2 （A）FINAL

    Fig 2.2.1 White Word Mark on Black Background Week 07 06/06/2024


    Fig  2.2.2 Black Word Mark on White Background Week 07 06/06/2024


    Fig 2.2.3  Word Mark in Lightest Shadeof My Color Palette on Darkest shade of My Color Palette Week 07 6/06/2024


    Fig  2.2.4 Word Mark in Actual Colors on lightest shade of My Color Palette Week 07 6/06/2024


    Fig 2.2.5  Color Palette Week 07 6/06/2024


    Fig 2.2.6  Final Animation Week 07 6/06/2024


    Fig 2.2.7  Final Task 2 (A)  - PDF Week 07 6/06/2024

    Task 2 - (B) Collateral

    I did some research on collateral and chose clothes, badges, and hats as three collaterals based on my word mark style. I used my name LUNA to create a sticker effect in PS.

    Hat (p1): The color of the hat is the third color selected on the Color Plate, and the color of the text is the fourth color for contrast.

    Expansion 1 (p3): Create LUNAs of different colors and arrange them in four rows

    Clothes (p4): Choose purple as the base color, enlarge LUNA to create the back of the T-shirt, and choose yellow as the color of LUNA. Arrange two sentences about creativity and star below: "Every creative thought is a star waiting to shine —born from darkness, glowing with endless possibility." and "Shine like a star, create like the cosmos."

    Expansion 2 (p6): I want to combine serifs to create a symbol that is easy to remember. I merged two serifs and created a star in the negative space.

    Badge (p7): Create a badge with the symbol and name, and choose a color from the color palette that has a strong contrast and visual impact.


    Fig 2.3.1  Process of Task 2 (B) Week 07 6/06/2024


    When I showed this work to Mr. Vinod, he said that my expansion part cannot be just the name, as it would be too monotonous if it was just the name. In addition, the symbol on p6 looks like an icon, which is not allowed. It needs to be changed to a pattern. After that, I changed my work.

    I re-selected three collaterals as badges, scarves, and mobile phone cases. I redefined the expansion setting of LUNA and decided to design it in the direction of fantasy and astrology.

    Expansion 1 (p1): Select the keyword, dreamy, and create a full-page 45-degree diagonal dreamy. Strengthen the form of expansion 2 (p2).

    Expansion 2 (p2): All elements are selected from the inside of the LUNA font. Combine the letters UN, remove the serif on the upper right of U and the serif on the lower left of N, and make the letter U bolder to better match the overall weight and style. Use small stars to connect and cross.

    Badge (p4): Badge one is the name of LUNA. Badge 2 uses UN combination and adds DREAMY keywords arranged in a circle on the outside.

    Scarf (p5): Download the material image from Huaban.com and use the texture replacement method in PS to make it. Use Expansion 2 (p2) as the main design, and decorate the periphery with small stars. After the production is completed, add light and shadow to make the model more natural.

    Phone case (p6): Download the material image from Huaban.com and use the texture replacement method in PS to make it. Still use Expansion 2 (p2) as the main design. After the production is completed, add light and shadow to make the model more natural.

    The process of making collateral with me.

    Fig 2.3.2  Process of Task 2 (B) Week 07 6/06/2024



    Task 2 （B）FINAL


    Fig 2.4.1  Word Mark in Lightest Shade of My Color Palette on Darkest shade of My Color Palette Week 07 6/06/2024


    Fig  2.4.2 Word Mark in Actual Colors on lightest shade of My Color Palette Week 07 6/06/2024

    Fig  2.4.3 Color Palette Week 07 6/06/2024

    Fig 2.4.4  Final Expansion 1 Week 07 6/06/2024

    Fig 2.4.5  Final Expansion 2 Week 07 6/06/2024

    Fig 2.4.6  Final Expansion 3 Week 07 6/06/2024

    Fig 2.4.7  Final Collateral 1 Week 07 6/06/2024

    Fig 2.4.8  Final Collateral 2 Week 07 6/06/2024

    Fig 2.4.9  Final Collateral 3 Week 07 6/06/2024

    Fig 2.4.10  Final Nine-Grid Layout Week 07 6/06/2024

    Fig 2.4.11  Final IG Screenshot Week 07 6/06/2024

    Fig 2.4.12  Final Task 2 (B) - PDF Week 07 6/06/2024

    FINAL COMPILATION - TASK 2 (A)&(B) 


    Task 2 （A）FINAL

    Fig 3.1.1 FINAL White Word Mark on Black Background Week 07 06/06/2024



    Fig  3.1.2 FINAL Black Word Mark on White Background Week 07 06/06/2024



    Fig 3.1.3  Word Mark in Lightest Shadeof My Color Palette on Darkest shade of My Color Palette Week 07 6/06/2024



    Fig  3.1.4 Word Mark in Actual Colors on lightest shade of My Color Palette Week 07 6/06/2024


    Fig 3.1.5  Color Palette Week 07 6/06/2024



    Fig 3.1.6  Final Animation Week 07 6/06/2024



    Fig 3.1.7  Final Task 2 (A)  - PDF Week 07 6/06/2024



    Task 2 （B）FINAL


    Fig 3.2.1  Word Mark in Lightest Shade of My Color Palette on Darkest shade of My Color Palette Week 07 6/06/2024
    Fig 3.2.2 Word Mark in Actual Colors on lightest shade of My Color Palette Week 07 6/06/2024

    Fig  3.2.3 Color Palette Week 07 6/06/2024

    Fig 3.2.4  Final Expansion 1 Week 07 6/06/2024

    Fig 3.2.5  Final Expansion 2 Week 07 6/06/2024

    Fig 3.2.6  Final Expansion 3 Week 07 6/06/2024

    Fig 3.2.7  Final Collateral 1 Week 07 6/06/2024

    Fig 3.2.8  Final Collateral 2 Week 07 6/06/2024

    Fig 3.2.9  Final Collateral 3 Week 07 6/06/2024

    Fig 3.2.10  Final Nine-Grid Layout Week 07 6/06/2024

    Fig 3.2.11  Final IG Screenshot Week 07 6/06/2024

    Fig 3.2.12  Final Task 2 (B) - PDF Week 07 6/06/2024

    FEEDBACK

    Week 8
    General Feedback: Mr. Vinod gave comments on each of our work., and talk about the brief of task 3 in class, and tell us that grades are not the most important, learning is.
    Special Feedback: The expansion part is still limited.

    Week 7
    General Feedback: Mr. Vinod gave comments on each of our work.
    Special Feedback: Mr. Vinod gave me feedback saying that my work should explore more in the expansion part. If there is more, it will be better than just a name. For the symbol I made, it cannot look like an icon or logo, it can only be a pattern.

    Week 6
    General Feedback: Mr. Vinod gave comments on each of our work.
    Special Feedback: The design was not good this time. The stroke width was not uniform, and the letter height was not uniform. Mr. Vinod suggested that the letter U could be filled up. The letter A could be lowercase.

    Week 5
    General Feedback：Mr. Vinod reviewed each of our assignments and told us that in Task 2 A we need to reflect our own characteristics in the wordmark, and in Task 2 B we need to create a form that reflects who you are. If you design a brand and create an exciting design, people will be happy to buy it.
    Special Feedback：Mr.Vinod helped me improve my work and make it more personal.

    REFLECTION

    Experience
    This was a difficult experience for me. I had to re-make the wordmark because I misunderstood the meaning when designing the wordmark. My ideas for the expansion part were limited. I was always stuck with the name. I spent a lot of time thinking about how to expand it, and finally came up with the cross arrangement. I also made many attempts in the collateral part, but the previous model was not well made. It was just a background plus a model, which was very rigid. In the subsequent changes, I tried to create perspective in the plane and add light and shadow to make it more vivid.

    Observation
    In the expansion part, I think my thinking is relatively rigid. I have been looking for a very perfect model, but after looking at other students' works, I found that it is not the case. I can find a picture and then use PS to make it perfect.

    Finding
    Before making the expansion, I have seen the production of many other brands. I found that most expansions will add a lot of elements that are not part of the wordmark itself. This will make the expansion look richer, but the expansion production in our project is limited, which will make the overall style more unified. If the wordmark is more simple, it will make the overall look cleaner, but simplicity does not mean simple. The most important thing I learned was the expansion part, which was the production of the model map and the texture map. You need to consider the size and position, as well as the color matching, and keep trying to produce a good-looking effect.

    FURTHER READING


    fig 4.1.1 Serif Old Style & Serif Transitional

    Serif Old Style & Serif Transitional

    The development of serif fonts can be summarized in the following key stages:

    Ancient Origins (Roman Inscription Period)

    Serif fonts originated from Roman inscriptions, where serifs enhanced both aesthetics and functionality.

    Medieval Writing Period

    Humanist calligraphy evolved into more rounded styles, laying the foundation for serif fonts.

    The Rise of Printing (15th-17th Centuries)

    • Venetian Old-Style Fonts (e.g., Jenson) marked the golden age of serif typography in printing.
    • Fonts like Garamond popularized elegant and practical serif designs, becoming the mainstream choice.

    Formation of Modern Serif Fonts (18th-19th Centuries)

    • Transitional Fonts (e.g., Baskerville) emphasized higher stroke contrast and straight serifs.
    • Modern Fonts (e.g., Didot, Bodoni) pursued ultimate elegance and refinement.

    Industrialization and Diversification (19th-20th Centuries)

    • Serif fonts were adapted for various media, such as newspapers and advertisements.
    • Digital technology revived classic fonts and facilitated their widespread use.

    Modern and Contemporary Developments (21st Century)

    • Combining tradition with innovation, serif fonts optimized for screen reading (e.g., Georgia) were designed.
    • Serif fonts became a blend of functionality and artistic expression.




    fig 4.2.1 Typographic Pronciples

    Typographic Pronciples

    • The Combination of Science and Art
    Typography design is both a science and an art, requiring balance among elements within the layout to deliver solutions that are both functional and aesthetically pleasing.

    • Experience and Intuition
    Exceptional designers often rely on professional training and experience, using intuition to apply proven forms and aesthetic principles effectively.

    • Contrast in Design Elements
    Contrast in size, shape, tone, placement, and color directly influences the visual impact of a layout. Designers must possess visual literacy to integrate text and images into a cohesive composition.

    • Understanding and Application of Font Characteristics
    Designers need to understand the attributes of different fonts (e.g., serif and sans-serif), their applications, and their unique properties, as well as how they interact when combined.

    • Style and Principles
    Typography is not only an art but also rooted in design principles. Designers use knowledge and experience to create works that reflect specific styles, enhancing communication. Sometimes, they break the rules intentionally to achieve innovative visual effects.

    • Priority of Purpose and Function
    Functionality is the core of typography. For instance, book design prioritizes readability, while advertising design often requires larger and more attention-grabbing typography.

    • Design Rules and Flexibility
    Mastering more design rules expands a designer’s capabilities, enabling them to choose appropriate tools and methods to create richer solutions.

    In summary, typography is an interdisciplinary field that combines artistry and practicality. Designers must blend experience, principles, creativity, and flexibility to produce high-quality work.



    Labels:

    Comments

    Post a Comment

    Popular Posts