Advanced Typography: Task 2 Key Artwork & Collateral
21/4/2025 - 13/6/2025 (Week 1 - Week 8)
Lim Yeng San (0366316)
Advanced Typography / Bachelor of Design (Hons) in Creative Media / Taylors University
Advanced Typography / Bachelor of Design (Hons) in Creative Media / Taylors University
Task 2
TABLE OF CONTENTS
1. Lectures
- Lecture 5: Perception and Organization
2. Instruction
3. Process Work
4. Feedback
5. Reflection
1. LECTURES
Lecture 5: Perception and Organization
Contrast
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| Figure 1.1: Examples of contrast in typography, Week 9 (16/6/2025) |
Size
- Readers would see bigger text first then smaller ones
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| Figure 1.2: Size contrast example, Week 9 (17/6/2025) |
Weight
- Text with larger strokes would be read first
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| Figure 1.3: Weight contrast example, Week 9 (17/6/2025) |
Form
- Distinctions between capital or lowercase, roman or italic or condensed or expanded
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| Figure 1.4: Form contrast example, Week 9 (17/6/2025) |
Structure
- Different letterforms of different typefaces
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| Figure 1.5: Structure contrast example, Week 9 (17/6/2025) |
Texture
- The way lines of text look as a whole up close and from far away
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| Figure 1.6: Texture contrast example, Week 9 (17/6/2025) |
Direction
- Different orientations of text
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| Figure 1.7: Direction contrast example, Week 9 (17/6/2025) |
Colour
- Use of different colours
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| Figure 1.8: Colour contrast examples, Week 9 (17/6/2025) |
Form
- The overall look and feel of the elements that make up the typographic composition
- Plays a role in visual impact and first impressions
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| Figure 1.9: Typographic form examples, Week 9 (17/6/2025) |
Gestalt
- The way a thing has been "placed" or "put together"
- Gestalt Psychology is to understand the laws behind the ability to acquire and maintain meaningful perceptions
- Gestalt theory emphasizes that the whole of anything is greater than it's parts
1. Law of Similarity
2. Law of Proximity
3. Law of Closure
4. Law of Continuation
5. Law of Symmetry / Law of Praganz
6. Law of Simplicity
Law of Similarity
- Elements that are similar to each other tend to be perceived as a unified group
Law of Proximity
- Elements that are close to each other tend to be perceived as a unified group
Law of Closure
- The mind's ability to complete images even if the image is incomplete
Law of Continuation
- The perception of two or more objects as different, singular and uninterrupted objects even when they intersect
- Alignment plays a major role
(refer back to Task 1 blog for previous lecture notes)
2. INSTRUCTION
Figure 2.1: The module information booklet for Advanced Typography, Week 1 (24/4/2025)
3. PROCESS WORK
Task 2A Key Artwork
Sketches
We were asked to design a word mark based on aspects of ourself. I came up with a few sketches for idea development based off of a mind map I drew about myself.
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| Figure 3.1: Early sketches and mood board, Week 9 (18/6/2025) |
After Mr. Vinod gave me advice on the ideation process, I referred to fonts on Pinterest to get a better idea of the wordmark design.
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| Figure 3.2: Mood board, Week 9 (18/6/2025) |
Attempt 1
I came up with a sketch on Ibis Paint X. I wanted the letters to connect to each other but still remain separated.
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| Figure 3.3: Wordmark sketch 1, Week 9 (16/6/2025) |
I then attempted to digitize it on Adobe Illustrator but the curved lines were hard to get right. Due to this, I made another design.
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| Figure 3.4: Draft 1, Week 9 (16/6/2025) |
Attempt 2
This wordmark was more orderly but kept some similar ideas from the previous attempt. I originally wanted the holes is e, a and g to be trapezium shaped but went on without it.
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| Figure 3.5: Wordmark sketch 2, Week 9 (16/6/2025) |
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| Figure 3.6: Draft 2, Week 9 (16/6/2025) |
I chose this colour pallette from color hunt as I liked the hues of red and blue and their contrast.
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| Figure 3.7: Colour pallette, Week 9 (16/6/2025) |
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| Figure 3.8: Wordmark with colours draft, Week 9 (16/6/2025) |
After getting feedback from Mr. Vinod, I added connections in between the letters similar to cursive writing.
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| Figure 3.9: Wordmark progress, Week 9 (6/16/2025) |
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| Figure 3.10: Wordwark progress with colours, Week 9 (6/16/2025) |
Animation
For the animation, I wanted the words to form like how the snake moves in the snake video game. I continuously added shapes to each frame until it completed the entire wordmark. It took a total of 78 frames in 2 days to achieve this.
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| Figure 3.11: Animation frames, Week 9 (6/16/2025) |
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| Figure 3.12: Draft animation, Week 9 (6/16/2025) |
The original animation ended up being quite long so I decreased the number of frames to 67 and the shortened the delay of each frame on Adobe Photoshop.
Task 2A Final Outcome
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| Figure 3.13: Black wordmark on white background (JPEG), Week 9 (16/6/2025) |
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| Figure 3.14: White wordmark on black background (JPEG), Week 9 (16/6/2025) |
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| Figure 3.15: Wordmark in actual colours on light background (JPEG), Week 9 (16/6/2025) |
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| Figure 3.16: Wordmark on lightest shade on dark background (JPEG), Week 9 (16/6/2025) |
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| Figure 3.17: Wordmark animation (GIF), Week 9 (16/6/2025) |
Figure 3.18: Task 2A compilation (PDF), Week 9 (16/6/2025)
Task 2B Collateral
Pattern Designs
For the Instagram profile, I made some images to fill up remaining spaces. The first image is a repeated pattern of the letter e.
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| Figure 3.19: Image 1, Week 9 (16/6/2025) |
The second image has the word "yes" repeated as a pattern.
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| Figure 3.20: Image 2, Week 9 (16/6/2025) |
The third image has my initials "ys" in the middle with the blue line around the space on top of a pattern.
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| Figure 3.21: Image 3, Week 9 (16/6/2025) |
Mockups
I got mockups from mockups-design. At first I chose a bag, a shirt and a book. I developed the wordmark design further then added them to the mockup.
Website used:
Collateral 1
For the book, I went with a simple design by extending the blue lines to go out of the frame.
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| Figure 3.22: Book cover design, Week 9 (16/6/2025) |
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| Figure 3.23: Collateral 1, Week 9 (16/6/2025) |
Collateral 2
I applied the old wordmark on the shirt and made the sleeves black. Mr. Vinod commented that it looked boring so I switched it to a lunchbox.
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| Figure 3.24: Mockup progress 2, Week 9 (16/6/2025) |
Similar to collateral 1, I extended the lines to go out of the frame but in a different direction. I also moved "san" a bit further.
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| Figure 3.25: Lunchbox design, Week 9 (16/6/2025) |
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| Figure 3.26: Collateral 2, Week 9 (16/6/2025) |
Collateral 3
At first, I applied the wordmark onto the bag like the shirt.
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| Figure 3.27: Initial bag design, Week 9 (16/6/2025) |
As it also looked boring, I placed a pattern on the sides of the bag and edited the wordmark.
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| Figure 3.28: Collateral 3, Week 9 (16/6/2025) |
Portrait Photo
For the portrait photo, I asked my friend to take a picture of me then applied a black and white filter on it.
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| Figure 3.29: Photo, Week 9 (16/6/2025) |
I cropped the photo then placed the wordmark on the bottom left of the image to make it look like I'm looking at the wordmark.
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| Figure 3.30: Photo with wordmark, Week 9 (16/6/2025) |
Instagram Grid
I prepared a draft grid with images I had completed at the time.
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| Figure 3.31: Grid draft 1, Week 9 (16/6/2025) |
After I was done reediting everything and finished all of the images, I rearranged the grid to be more interesting.
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| Figure 3.32: Grid draft 2, Week 9 (16/6/2025) |
Task 2B Final Outcome
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| Figure 3.33: Final collateral 1, Week 9 (16/6/2025) |
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| Figure 3.34: Final collateral 2, Week 9 (16/6/2025) |
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| Figure 3.35: Final collateral 3, Week 9 (16/6/2025) |
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| Figure 3.36: Final Instagram grid layout, Week 9 (16/6/2025) |
Figure 3.38: Task 2B compilation (PDF), Week 9 (16/6/2025)
4. FEEDBACK
Week 5:
General feedback: We had our sketches reviewed
Specific feedback: Use more references when designing
Week 6:
General feedback: We had our wordmark designs reviewed
Specific feedback: Rework the design
Week 7:
General feedback: We had our wordmark and collateral designs reviewed
Specific feedback: The wordmark is interesting but could be edited, the collateral looks boring
Week 8:
General feedback: We had our instagram grid reviewed
Specific feedback: There's potential to expand the wordmark designs
5. REFLECTION
Experience
Honestly, this task was very restrictive for me. It took some tries to get the design right according to the requirements.
Observations
I've observed that simple and orderly designs achieve consistency much easier for modern images.
Findings
I've found a better understanding of Adobe Illustrator and Photoshop as I've gotten more used to using them.
6. FURTHER READING
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| Figure 6.1: Theory of Type Design by Gerard Unger, Week 9 (17/6/2025) |
Theory of Type Design by Gerard Unger show the intricacies behind type design and explains it in a way that's easy to understand. Chapter 2, the nature of type design presents this by detailing the process of designing a typeface.
The Nature of Type Design
- Type design can begin with a list of features or a description of the purpose of the design as a plan
- Sketching raises questions and leads to research, meaning sketching is research
7. LINKS TO OTHER ADVANCED TYPOGRAPHY POSTS
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