Advanced Typography Task 2: Key Artwork and Collateral

13 May 2022 - 04 June 2022 (Week 7 - Week 10)

Zetie Binti Bahaman / 0351297 / BDCM

Advanced Typography

Task 2: Key Artwork & Collateral

LECTURES

All lectures have been completed in Task 1: Exercises 1& 2

INSTRUCTIONS

Task 2A: Key Artwork

We are to use our name/initials for our key artwork that behaves like a logo and artwork. It should also reflect or have a representation of the chosen brand/occupation. This key artwork will then be used on the poster and collateral in Task 2B.

1. Sketches

Fig 1.0 Sketches, Week 6 (6/5/2022)

I struggled to generate ideas for the occupation, hence I started by sketching out my ideas first and then deciding on the occupation that would fit best. In this task, I decided to use my initials 'ZB' and listed out the forms of the letters. The red stars represent the selected sketches that I want to go forthwith.

2. Digitalisation

Fig 1.1 Digitised Sketches, Week 7 (13/5/2022)

Following the rough sketches, I digitised them and gave them a suitable industry/occupation that would fit them best.

Chosen Design

Fig 1.2 Exploration on Chosen Design, Week 7 (13/5/2022)

Mr. Vinod suggests I proceed with the barber/salon for my key artwork. Although, it's not there yet and I have to do further exploration. Referring to feedback, I played around with strokes to give more contrast and made changes to the serifs. I also tried joining the B fully instead of leaving a space.

Refinements

Fig 1.3 Refinements of the bottom b, Week 7 (15/5/2022)

Since it will be used for a barber, I think this design would fit it best. It gives me a vintage retro feel, and the element I added inside the type is supposed to represent hair. Hence, I chose this final design.

After hours of tweaking, I used a bounding box around the design. Increased the letter Z to balance the letter B. I also made the bowl of the B smaller to avoid it from being too heavy on the bottom. So now it's more balanced.

Fig 1.4 Refinements of stroke, Week 7 (15/5/2022)

I wasn't happy with the stroke of the Z (thin to thicker) - The green star reflects the look I want.

Fig 1.5 Compiled workflow of key artwork version #1, Week 7 (15/5/2022)

Failed Attempt - Key Artwork Version #1

Fig 1.6 Failed Attempt: Key Artwork - B&W, Week 7 (15/5/2022)

Occupation: Barber

In my key artwork, I got the idea that it would fit a barber/salon. The serifs and the edges give me a masculine feel so I decided to go with a barber. A vintage, retro barber and the strokes inside represent the hair. When I was making amendments to the serifs, I thought of the scissors, when it is slightly opened up and the joints of the scissors are separated.

So the above key artwork did not work out. Based on feedback (Week 9), I am to remove the serifs to give the artwork a cleaner look.

Compiled Work Flow of Final Key Artwork

Fig 1.7 Compiled workflow of key artwork final version, Week 9 (28/5/2022)

Final Key Artwork

Fig 1.8 Final Key Artwork, Week 9 (28/5/2022)

Task 2B: Collateral

Based on Task 2A, the final key artwork will be expanded into the poster design, animated invite and (1) collateral.

Poster info:

Title
Venue
Website
Date/s & Time
Key Artwork (logo)
Description* (optional)

1. Poster
Failed Attempt - Poster

Fig 1.9 & 2.0 Failed Attempts: Poster, Week 9 (25/5/2022)

These are my attempts for the poster with the previous key artwork. I really thought I did something there.

Revised Poster Design

Fig 2.1 Layout Exploration with New Key Artwork. Week 9 (28/5/2022)

Following the lecturer's advice, I focused on the key artwork and applied it to the poster. These are my attempts to find the right balance. The yellow star represents 'the one.'

Fig 2.2 & 2.3 Poster Exploration, Week 9 (28/5/2022)

While testing for color schemes, I realized one of the layouts reminded me of the lines of a basketball - hence I tried to change up the occupation and copywriting.

Fig 2.4 Revised Poster Design Attempts, Week 9 (28/5/2022)

Eventually, I went with this color scheme because it represents the infamous barber pole with the helix stripes in red, white and blue.

Final Poster Design

I picked this layout since it has the right balance among my other attempts. There's no "ah this side is too empty/too cluttered". Hopefully, my gut is right this time around.

Fig 2.5 Final Poster Design, Week 9 (28/5/2022)

Fonts used:
Monument Extended - Regular (53 pt)
Monument Extended - Ultrabold (63 pt)
Agrandir - Regular (12.5pt)
Doppio One Regular - Regular (13 - 17 pt)

2. Animated Invite
Failed Attempt

Fig 2.6 Failed Attempt Animated Invite, Week 9 (25/5/2022)

Oh how much time I have wasted on you. Thanks for the memories.

Revised Animated Invite

The new animated invite is based on the refined key artwork and poster design. I went straight into After Effects due to time constraints and basically just 'winged' it.

Fig 2.7 Animated Invite WIP, Week 9 (28/5/2022)

The final animated invite can be seen below towards the overall compilation.

3. Collateral - Electric Hair Clippers

I wanted to select either a comb or scissors but there was none that would mimic closely to the type of merchandise I want. The existing ones are a bit too cluttered and with only one male in the household (my grandpa who doesn't even shave on his own) I wasn't left with much choices. Eventually, I managed to source a mockup of electric hair clippers online.

Fig 2.8 Collateral Design Attempt 01, Week 9 (29/5/2022)

I changed up the color and settings to match up my color scheme of the poster and invite. In the final outcome, the hair clipper is mapped with the key artwork.

Final Task 2: Key Artwork and Collateral

Fig 2.9 Final Key Artwork - Black & White (Occupation: Barber), Week 9 (29/5/2022)

Fig 3.0 Final Key Artwork - Coloured (Occupation: Barber), Week 9 (29/5/2022)

Fig 3.1 Final A3 poster - barber workshop, Week 9 (29/5/2022)

Fig 3.2 Simulated barber workshop poster, Week 9 (28/5/2022)

Fig 3.3 Final Animated Invite, Week 9 (29/5/2022)

Fig 3.4 Final simulated collateral - Electric Hair Clippers, Week 9 (29/5/2022)

Fig 3.5 Flat lay of Task 2, Week 9 (29/5/2022)

Fig 3.6 Final Task 2 - PDF, Week 9 (29/5/2022)

Hours spent for Task 2
Task 2A - Key Artwork: 48 hours
Task 2B - Collateral: 26 hours

FEEDBACK

Week 7

General Feedback:

• Once our form is fixed, our color choices in the key artwork has to be minimal. The colours should be on the stronger side instead of light colors such as yellows/pinks.

• Create a bounding box around our mark to see if its balanced. Look at the positive/negative space if they are either too much or too little.

Specific Feedback:

It's not there yet but Mr. Vinod suggests I work with the barber/salon choice. There's more exploration I need to do to work on it further:

• Add a bit of contrast

• Thicker strokes/Make it bigger

• Placement of the serifs

• Make the bowl of the 'B' smaller to ensure that it's not bottom heavy.

Week 8
(Independent Learning Week)

Week 9
General Feedback:

Ensure that the poster reflects the key artwork. For the simulation, do not choose something that has too much clutter.

Specific Feedback:

The shape is awkward, the crafting of the form is too abrupt and the shape of the bowl is awkward. The serifs part ought to be removed since I am not getting it. Mr. Vinod suggested a few ways to refine it further which will give it a cleaner look. Since my key artwork needs more refinement, this applies the same to my poster and animated invite. I will have to work on everything from scratch again.

Suggestion:

• Create a base shape, with a single stroke and thickness. Once the shape is solid, add the little cavities of the 'hair effect'.

REFLECTION

Experience:

I struggled with this task much more compared to the previous exercise. Like Mr Vinod said, "sometimes sh*t happens!" Having to redo my direction after executing up to the animated invite was a letdown. Thinking I have managed my time well, I forgot to focus on the design execution of my work. Funny how my intuition told me that ah this is not good enough and indeed it wasn't. Constrained with time, my final outcome is only satisfactory because there are some things, I wish I could refine further but I can't. I have other modules to work on, as well as this module's final project. Nevertheless, I am proud of it and I hope it has met the project requirements. (and Mr. Vinod's standards)

Observations:

This task has taught me to reflect on my observation skills. Since we are supposed to be independent this time around, there was no feedback session during ILW, so I had to go with my gut and just do what I think would be best. After consulting with Mr. Vinod and having a clearer direction on the key artwork, I finally had a Eureka moment - "ah I see it now, what was I thinking with the earlier design?". The misstep made me observe other identity posters out there and works of my classmates that are considered good to see and compare why is mine not up to par. This made me look closely at my colour usage, curves and strokes of my key artwork and how to improve overall visual communication.

Findings:

I find that the ability to add colours to the project made me too excited and lost my sense of purpose. A design that I thought was neon is not neon lol. I also had to remind myself that it is a typographical poster. Hence, I can't stray away from the main focus. I realised I am yet to be independent because I still rely on a lecturer's feedback to let me see the bigger picture. Perhaps too long of a break made my creative brain still hibernate and lost the momentum? (Or maybe too much rendang and ketupat over the break?)

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Zetie Binti Bahaman (0351297)