ADVANCE TYPOGRAPHY TASK 2: KEY WORD & COLLATERAL
12.05.2025 - 09.06.2025 / Week 4 - Week 8
Christopher Jayson Tan/ 0378500
Advanced Typography / Bachelors of Design (Hons) in Creative Media / Taylor's University
Task 2 - Key Word & Collateral
TABLE OF CONTENTS
1.LECTURES
3.TASK
4.FEEDBACK
LECTURES
AdTypo_5_Perception and Organisation :
Design plays a big role in shaping how people perceive things, especially in advertising where the difference between persuading and misleading isn’t always clear. Typography influences perception through different elements like contrast, form, and layout. These help guide attention, organize information, and make things easier to read.
-Contrast is a key part of typography. It highlights differences between design elements and helps create a sense of order and focus. Here are the different types of contrast commonly used:
-Size Contrast Using different text sizes helps the reader know what’s important. Bigger text usually means something more important, like headings or titles, while smaller text is used for details.
-Weight Contrast
This is about how bold or light a typeface is. Bold fonts naturally draw attention, so they are often used for keywords or anything that needs emphasis.
-Form Contrast
Combining different font styles, such as serif and sans-serif, adds variety and helps separate information visually.
-Structure Contrast
Every font has a different structure. Mixing fonts with different shapes, like combining a geometric font with a more traditional one, makes the design stand out more.
-Texture Contrast
The spacing between letters and how dense the text appears can change the overall texture. This makes certain parts feel lighter or heavier depending on how the text is styled.
-Direction Contrast
Changing the direction of text, like making it diagonal instead of horizontal, can attract attention and add energy to the layout.
Colour Contrast
Strong contrasts like black text on a white background improve readability. Softer colour combinations can be used for a more creative or gentle look. Choosing the right colour contrast depends on which parts need to stand out.
Form in typography refers to the overall appearance and layout of the text. It has a big impact on first impressions. Good form helps guide the viewer’s eye through the design in a smooth and engaging way. A well-designed form balances looks and function. In some cases, typography can go beyond just being readable. When it’s stretched, rotated, textured, or placed creatively, it becomes more like a visual element than just text. This usually happens when the design focuses more on expression than clarity.
Typography is also influenced by how elements are arranged, and that’s where the Gestalt principles come in. These principles explain how we tend to view things as a whole instead of focusing on the parts.
Here are some Gestalt principles applied in typography:
-Similarity
When things look alike, we group them together.
-Proximity
Elements that are close to each other are seen as being related.
-Closure
Our minds tend to fill in the blanks and complete shapes that aren’t fully drawn.
-Continuity
We naturally follow lines and curves, which helps create flow in a design.
-Symmetry and Simplicity
Clean, balanced layouts are easier to understand and more visually appealing.
INSTRUCTIONS
TASK
Task 2A : Key Artwork
We were instructed to make a mind map before starting the task to grasp the idea. I made a very simple mind map and work my way from there. I wanted a simple but popular word for my keyword and so i go with the word “Arthur” because back then i played a game called Red Dead Redemption and that was the name of the memorable protagonist. The word “Arthur” sounded very old school and elegant, so i tried to go with a fancy look for my keyword.
For the next step, I tried to find references from investment companies because they have a simple and elegant design such as Berkshire Hathaway and J.P. Morgan. I am very fond of investing in the stock market as well and so i tried to make an investment company key art work using the word “Arthur” because it fits.
Figure 3.2 References, week 4 (18/05/2025)
I experimented and manage to create 4 different designs. I utilize the word T in the majority of the designs because the letter T can be made into an element that is very eye catching, and so that’s what I did. I also utilize the word R in one of the designs and made a simple slanted like design.
Figure 3.3 Sketch and exploration, week 4 (18/05/2025)
Revisions
I made some changes regarding my design because it doesn't really look that interesting. Mr. Vinod showed me some examples and i decided to take an approach that will hopefully make the design more memorable, interesting and gives of the old, elegant vibe that i am going for.
Figure 3.4 More exploration, week 5 (23/05/2025)
I decided to go with the design where the letter A and T are bigger than the other letters because i want to classify them are syllables.
After further feedbacks, some errors were apparent such as the letter having more dominant white parts than the black as well as the emphasized letter (A and T) not working look that well because of how detailed the letters are and Mr. Vinod hinted that i can subtly play around with the letters A,R, and T, so i decided to keep it simple and make the A.R. and T italic while the H,U, and R are regulars. I also made the blacks more dominant than the white.
Moving on to the next step, I chose the colors for design. I decided to go with red and dark green as my main complementary color because I wanted to further emphasize the elegant and old look, so I thought they would fit. At first I wanted to choose an orange and dark blue color, but after testing it looks odd and so I just went with the red and dark green color.
For the lightest color, I chose a somewhat white color, the darkest color is close to a full black color and the second lightest color is the middle ground between the lightest color and the red color. At first i wanted to choose an orange and dark blue color, but after testing it looks odd and so i just went with the red and dark green color.
Figure 3.7 Color for the design, week 6 (31/05/2025)
Task 2A Final Outcome
Figure 3.13 Task 2A final outcome PDF, week 6 (11/06/2025)
Task 2B Collateral
3 Item Mockups
Book
Next I made my mockups. For this part I only need to make 3 different items and so the items I chose for the mockup designs are books, a phone case and a tote bag. I started by making the book mockup first, I went with the red color for the wordmark as it compliments the light color of the book. The first design I made looks very crowded at the top part of the book, it looks cool but its to overwhelming and so I made an even design where I distribute the words to create a balance between them.
Figure 3.14 Creating the book mockup, week 6 (31/05/2025)
Phone Case
I made the phone case next. I used to the dark green color for my wordmark because i remembered a phone case that utilized dark green words and it looks nice. I made the design where the wordmarks are align vertically on the sides, next, i placed a smaller sized word mark from top to bottom with the second lightest color so that it is subtle.
Tote Bag
For the final item I chose a tote bag because i think my word mark will fit properly. I went with a red background and used the lightest color for my word mark. I made a similar design like the phone case mockup but I gave it some changes, the main one being I only used 1 wordmark on the left side and I made it very big.
Other Image Designs
I made 4 other designs to fulfill the requirements. The first two contains the main complementary color along with the lightest color and the second lightest color. The last two designs i made very simple designs because i didn't want them to look over the top.
Final Outcome
Figure 3.21 Final outcome on Instagram, week 6 (31/05/2025)
Animation
For the animation process, I exported the Illustrator file into Adobe After Effects, the reason being because it has very flexible editing and there is a large amount of choices I can go for. I started the process by deleting all off the letters except for A and R because I wanted to make an edit where the A and R moves facing each other in opposite directions, revealing the other 4 letters in between them
.
Figure 3.22 Arthur AI file in Adobe After Effects, week 7 (07/06/2025)
Next I added keyframes to the scale of the A and R letter to add in a very simple enlarge animation to them. Next I edited the keyframe value for the positions of the A and R letter so that they can move to the direction that i intended which is the opposite of each other.
Figure 3.23 Editing the keyframes of the A and R letter, week 7 (07/06/2025)
Next i made the revealing effect letter effect by adding in the rest of the letters back, and adding 2 square shapes where it will follow each of the letters 2 letters that will be moving in opposite directions (A and R), the reason was because i didn't want to individually edit the frame one by one for the revealing effect as it will take way too long and so I approach it with this method. The square shape will then reveal the letters as i placed it above the 4 letters that are intended for the revealing effect. The final step will be editing the position keyframes of the square shape, fill it with the same color of the background and then it is done.
Figure 3.24 Editing the square shape keyframes, week 7 (07/06/2025)
As the finishing touch i ease in the keyframes as well as editing their speed graphs to make them look smoother, added in motion blur and it is done.
Figure 3.25 Graph Editing, week 7 (07/06/2025)
To make it more smoother i decided to make another part of the animation where it reverses so that it looks more fun. I exported the file to Adobe Premiere for this step because it is much easier this way, i just have to make a copy of the clip and edit the value of the speed to negative -100% so that it reverses.
Figure 3.26 Making the second part of the animation, week 7 (07/06/2025)
Figure 3.27 Animation final outcome, week 7 (07/06/2025)
Task 2B Final Outcome
Figure 3.28 Book mockup, week 6 (31/05/2025)
Figure 3.28 Tote bag mockup, week 6 (31/05/2025)
Instagram Link :
https://www.instagram.com/christopherjaysontan08?igsh=MXVzbmpkenhkZTY2cA%3D%3D&utm_source=qr
Figure 2.30 Instagram Screenshot, week 7 (07/06/2025)
Figure 3.31 Wordmark animation, week 7 (07/06/2025)
Figure 3.32 Task 2B final outcome PDF, week 8 (11/06/2025)
Task 2 Outcome Compilation
Figure 3.33 Black wordmark on white background, week 6 (31/05/2025)
Figure 3.34 White wordmark on black background, week 6 (31/05/2025)
Figure 3.36 Wordmark in main colors on lightest shade of color palette, week 6 (31/05/2025)
Figure 3.38 Task 2A final outcome PDF, week 8 (11/06/2025)
Task 2B Final Outcome
Figure 3.39 Book mockup, week 6 (31/05/2025)
Figure 3.40 Tote bag mockup, week 6 (31/05/2025)
Instagram Link :
https://www.instagram.com/christopherjaysontan08?igsh=MXVzbmpkenhkZTY2cA%3D%3D&utm_source=qr
Figure 3.44 Wordmark animation, week 7 (07/06/2025)
Figure 3.45 Task 2B final outcome PDF, week 8 (11/06/2025)
FEEDBACK
Week 5
General feedback : Mood board needs to filled, the more the better.
Specific feedback : The balance might confuse some people as they might see the Law, the word needs to be more impactful
Week 6
General feedback : The closer the letters are with each other, the more impactful.
Specific feedback : There should be more black than white if you put white in the middle, there Art in the word and maybe you can utilize it. No need to emphasize the T because the letters are already detailed.
Week 7
General Feedback : -
Specific Feedback : Okay.
Week 8
General feedback : there needs to be expansion
Specific feedback :
Animation : It looks fine.
IG Collateral : using repetitions is acceptable, all of the images are good, but one random image looks odd.
REFLECTION
Experience :
I never expected to get a task where I have to make my own brand because I thought this level of assignment was only available when you take graphic design, and so I was really surprised about it. This assignment really stands out from all of the other assignments from other modules because I get to see a glimpse of my own brand that I've made from scratch. Overall this task is quite enjoyable, and the classes are really fun because Mr. Vinod made a lot of killer jokes. I am eager to see what the final task of typography has in store.
Observation :
During class I realized that even the littlest thing can impact the way the wordmark looks when designing the mockups. While doing the collateral, I tested out some designs using my old "ARTHUR" wordmark, and it looks very terrible even though there are only some differences compared to the new "ARTHUR" design that I used for my final designs. This made me think about, what if every brand has a slight difference in their wordmark design? Would it change the appeal of the product?
Findings :
While doing the animation, I found out that tweaking even just a little bit of the speed graph can impact the animation significantly. I managed to make the animation more dynamic through this method, although it was confusing at first. After some tinkering, I was able to grasp it. The realization that you can change something through something small was definitely cool.
FURTHER READING
Week 5:
Most documents can tolerate a second font, only some can tolerate a third font, almost none can fit four or more fonts. Font mixing is most successful when each font has a consistent role in the document.
It rarely works to have multiple fonts in a single paragraph. Better to restrict yourself to one font per paragraph, and change fonts only at paragraph breaks. One of the best ways to combine fonts is to combine fonts that are made by the same font designer.
Monospaced fonts were invented to suit the mechanical requirements of typewriters. Compared to proportional fonts, monospaced fonts are harder to read and because they take up more horizontal space, we will get fewer words per page with a monospaced font.
These days, emoticons aren’t used as much because emoji have taken over. Emoji are small pictures that show emotions or ideas, and they pretty much do the same job. We can think of emoji as the picture versions of old-school emoticons.
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