TASK 2/KEY ARTWORK & COLLATERAL
April 21, 2025 13/05/2025 - 10/06/2024(Week 4 - Week 8)
WangJiheng/ 0378904
Typography / Bachelor of Design (Honours) in Creative Media / Taylor's
University
TABLE OF CONTENTS
LECTURES
INSTRUCTION
TASK 2
FEEDBACK
REFLECTION
FURTHER READINGS
LECTURES
Fig 1-1
Size comparison works by attracting the reader's attention.
For example, larger fonts are noticed earlier than smaller ones. Titles are usually larger than the body text. However, in book design, the title only needs to be one or two points larger than the body text or use a different font weight to make a distinction.
It is a mistake to overly enlarge the title, except for newspaper headlines. An example of a social awareness advertisement cleverly uses font size to catch the eye.
Fig 1-2
Discussed the layout and color application in poster design.
The focus is on how to use angles (axial layout system) and colors to create contrast and visual impact. Emphasized the importance of color use, pointing out that inappropriate color application can cause confusion.
Fig 1-3
Typesetting has two functions: expressing concepts and presenting them in a visual form. The form makes the content more memorable. As a form, typesetting provides unique characteristics of letter forms and abstract presentations.
The strategic placement of information requires sensitivity to form to achieve harmony and attractiveness. The interaction between meaning and form brings balance in terms of functionality and expression.
INSTRUCTION
TASK 2
Fig 1-2-1 Original design inspiration Week 4 (19/5/2025)
My inspiration comes from the ancient Chinese seal. The whole seal is square. The text I designed is the arrangement of the four letters HENG. Now I started designing.
Fig 1-2-2 First draft of the design Week 5 (20/5/2025)
I started with the most common alphabetical arrangement and gradually evolved them into the final seal I imagined and displayed it in class.
My teacher said that my idea was good, but the final version needed to be arranged correctly. The letters should not be connected together. The letters should be separated correctly one by one. I redesigned the final version in this way. This is what I have to complete before the fifth week.
This week I modified the logo design according to the requirements given to me by the teacher last week.
Fig 2-2 redesigned version Week 5 (20/5/2025)
Week 6 Progression
Based on last week’s work, I created a different logo style.
Fig 3-1 This week I created a new logo Week 6 (27/5/2024)
Fig 3-2 Color version of my choice Week 6 (27/5/2024)
After choosing the color version, I redesigned the logo and removed the outer border to make it look more simple and more in line with my design.
Fig 3-3 Colour Attempt 1 Week 6 (27/5/2024)
Task 2(B) Key Artwork & Collateral:
Fig 4-1About the design of logo symbols Week 6 (2/6/2025)
I started with the letter E in HENG. I think this letter is the best letter for me to design a special mark, so I arranged these four letters horizontally with a white background and red text.
I designed the logo in two different layouts. I ended up using the second version because it looked simpler and cleaner.
Week 7 Progression
This week I designed three items and put my logo on them and made other posters that I thought would be more suitable for use on top of things like (T-shirts, buttons and snack bags)
Fig 5-1 Posters made by me Week 7(3/6/2025)
Fig 5-2 IG post attempt Week 7(8/6/2025)
My husband said that my three posters were similar and hoped that I could make them more distinctive. So I made the following changes.
Fig 5-2 IG post attempt 2 Week 7(10/6/2025)
Animated Key Artwork:
I chose Adobe An to make the animation. I chose the blue background color I chose before as the background of my animation. I thought of using the scrolling special effect to show the appearance of my logo. I will use this idea to complete this animation.
Fig 6-1 The animation process Week 8(10/6/2025)
I rolled each letter in from outside the screen like jelly.
Fig 6-2 Next animation process Week 8(11/6/2025)
After making the text scrolling animation, I made them jump like jelly in place to make them more agile.
Fig 6-3 Next animation process Week 8(11/6/2025)
The final animation looking:
Fig 7-1 Animated Key Artwork GIF, Week 8 (14/6/2025)
Final Submission
Task 2(A) KeyArtwork:
1024px, 300ppi
Fig 8-1 Black wordmark on white background, Week 8 (14/6/2025)
Fig 8-2 White wordmark on black background, Week 8 (14/6/2025)
Fig 8-3 Colour palette, Week 8 (14/6/2025)
Fig 8-4 Wordmark in actual colours on lightest shade of colour palette, Week 8 (14/6/2025)
Fig 8-4 Word mark in lightest shade of colour palette on darkest shade of colour palette, Week 8 (14/6/2025)
Fig 8-5 Animated Key Artwork GIF, Week 8 (14/6/2025)
Task 2(B) Key Artwork & Collateral:
Collateral 1, 2, 3(1024px, 300ppi)
Fig 9-1 Collateral 1 - T-Shirt Week 8 (14/6/2025)
Fig 9-2 Collateral 2 - badge Week 8 (14/6/2025)
Fig 9-3 Collateral 3 snack packaging bags - badge Week 8 (14/6/2025)
Fig 9-4 Instagram
FEEDBACK
Week 5
In the fifth week, I chose to use seals to express the logo design. I arranged the four letters in a positive order, then arranged them from top to bottom and from left to right. I learned that when designing these four letters, they need to be separated instead of grouped together, because putting them together doesn't look good.
So I will improve my design this week.
Week 6
This week, I refined the logo of my new design. Then I selected a new color palette, which includes blue, teal, off - white, and red. I applied these colors to my poster for a brand - new design.
Week 7
This week, I encountered a lot of challenges. I chose T - shirts, badges, and snack packaging bags as my collateral items. I placed my logo on these collateral. I also made three posters, Teacher said the three posters were somewhat similar. So, the improvement I need to make before next week is to make my three posters more distinctive instead of being overly alike. Then I need to start thinking about how to create my art animation. There's a huge amount of work, but I can finish it and present it next week.
Week 8
This week, I basically completed all the work. I improved my three posters to make them more unique. I created my animation, an animation with a jelly - like effect. I think the animation where they roll in from the outside is quite distinctive.
REFLECTION
During these weeks of study, I've learned a great deal and also had much to reflect on.
This includes the design methods I used for these logos, as well as the feedback from my teacher. In future designs, I should pay more attention to the readability between letters, rather than just focusing on pure design concepts. I should make my designs more relevant to daily life and the products themselves.
FURTHER READINGS
I chose the book Computer Typography Basics
In terms of software practice, the book compares the font style processing logic of different programs.
For example, InDesign will restrict the font styles that are not installed, while older software may allow "faking bold" which can lead to character distortion.
This makes me pay extra attention to the font loading status when using Photoshop, and I even specifically verified the various weight effects of the Helvetica Neue font family. When I used the Baseline Grid in InDesign to align multi - column text in my assignment, I felt the sense of order brought by the typesetting system for the first time. This is exactly the "balance between design efficiency and aesthetics" emphasized in the book.
What shocked me the most was the author's emphasis on "readability".
He quoted Jan White, pointing out that the primary task of typesetting is to efficiently convey information rather than pursue visual uniqueness.
This made me reflect on my previous assignments - using Script fonts for the body text in pursuit of a cool effect, which resulted in difficult reading. The explanations in the book about kerning and leading made me more aware of the importance of details: manually adjusting the kerning of letter combinations like "VA" and "WA" can make the text more compact and harmonious; and the leading of the body text needs to be adjusted according to the characteristics of the font.
For example, even with a 9/10 setting, the Futura font is prone to sticking, so the spacing must be increased.
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