Advanced Typography | Task 2 : Key Artwork and Collateral

13/05/2024 - 10/06/2024 (Week 4 - Week 8)

Yong Xiao Tong / 0368290
Advanced Typography / Bachelor of Design (Honours) in Creative Media 

Task 2: Key Artwork and Collateral

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Lectures

All lectures from 1 to 5 are documented in Task 1

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Instructions

Task 2A: Key Artwork

I want my wordmark to reflect my personality as an easygoing person. I start by roughly sketching my design, focusing on smoothness at its core.

Fig 2.1 Sketches

After receiving feedback from Mr. Vinod, who suggested that for an easygoing vibe, my artwork should convey a calm and chill feel, I considered incorporating surf or beach-related themes for a relaxed atmosphere. This led me to the idea of adding beach elements like waves and surfing boards.

I first digitized the sketch I chose as my wordmark and then attempted to integrate wave and skateboard elements.

Fig 2.2 Digitized process

However, the skateboard didn’t blend well, so I decided to focus on incorporating the wave element first. Drawing inspiration from beach-style lettering, I expanded my wordmark to give it a bold appearance.

I ended up with two versions of my wordmark: one in uppercase and another in lowercase.

Fig 2.3 Adjust - two version (uppercase and lowercase)

Still aiming to include the surfing board element, I experimented with bending my wordmark to resemble the shape of a surfboard.

Fig 2.4 Surfing board style - two version (uppercase and lowercase)

After several attempts, I developed two versions of the wordmark that effectively integrated waves and surfboards. Finally, I had to choose one as the final design, and I opted for the second one.

Fig 2.5 Two version 

Next, I explored multiple colour palettes and combinations to find the best matching colours.

Fig 2.6 Colour combinations

Making the GIF

Fig 2.7 Wordmark animation process

Final Submission

Fig 2.8 Final black wordmark on white background - jpg (27/05/24)

Fig 2.9 Final white wordmark on black background - jpg (27/05/24)

Fig 2.10 Final colour palette - jpg (27/05/24)

Fig 2.11 Final wordmark in actual colours on lightest shade of colour palette - jpg (27/05/24)

Fig 2.12 Final wordmark in lightest shade of colour palette on darkest shade of colour palette - jpg
(27/05/24)

Fig 2.13 Final wordmark animation - GIF (05/06/24)

Task 2B: Collateral

Design pattern using my key artwork 

Fig 2.14 Pattern design process

I needed surfing gear for the mockup. I decided to use a surfboard, surf fin, and surf wax. However, I struggled to find suitable templates for mockups; most websites didn’t offer templates for surfing gear, and I couldn’t find a plain white template either, so I had to create the mockup using Photoshop.

Fig 2.15 Surf wax photoshop process

Fig 2.16 Before and after photoshop 

I experimented with two background designs for the mockup: one integrated with a pattern and another with a simple shadow. After comparing them, I chose the shadow design.

Fig 2.17 Mockup background comparison

Final Submission

Fig 2.18 Final collateral 1 (surfboard) - jpg (10/06/24)

Fig 2.19 Final collateral 2 (surf wax) - jpg (10/06/24)

Fig 2.20 Final collateral 3 (surf fin) - jpg (10/06/24)

Instagram Link: https://www.instagram.com/xito_surf/

Fig 2.21 Instagram Screen Grab (24/06/24)

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Feedback

Week 5

General Feedback:

Too much white space weakens your work-wise results. The more compact, the less white space, the more power and impact.

Think about using "contrast" as a keyword for your design agency. High contrast creates high impact. Ensure your work is readable, legible, and represents the qualities you want. Distill your message into one or two words.

Specific Feedback:

As an easy-going person, your artwork should reflect a calm, chill vibe. Consider surf or beach-related themes for a more relaxed feel. Skateboarder styles can also be interesting and chilled.

The small 'i' in 'XiTO' draws attention and needs rational underpinning. Ensure every element has a clear reason and fits the relaxed theme.

Week 6

General Feedback:

(Absent)

Week 7

General Feedback:

(Public Holiday)

Week 8

General Feedback:

(Independent Learning Week)

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Reflection

Experience

Creating the key artwork was tougher than I expected because it needed to make sense and represent my identity. I started by picking a theme that matched my style and personality. This step was important as it let me try out different lettering styles and visual elements to see what best showed off my name. I chose a surfing theme because it fit my easygoing personality and love for the ocean. Turning my sketches into digital designs allowed me to play with fonts and pictures, mixing surf and beach elements with my name.

Observations 

While making the key artwork, I noticed a few key things. Mixing beach and surf elements with the letters of my name took careful planning to keep everything readable and consistent. Using colors like blue, beige, and orange was important for creating a beachy feel. Keeping the theme consistent with waves and surfboards made the design look unified. I also had to ensure the versatility of the design so it could be effectively used on various collateral.

Findings

I learned several important things from this project. First, connecting the artwork to the beach and surfing theme made it more meaningful and real, which made it more appealing. Going through many rounds of changes was crucial to getting the design right, showing the importance of patience. The beach and surfing theme naturally brought feelings of relaxation and happiness, which matched my easygoing personality. Lastly, thinking about how the design would be used in real life made sure it was not only attractive but also worked well on different items and sizes.

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Further Reading

A Type Primer Second Edition - John Kane

Fig 3.1 Vignelli Canon on Design

I chose to read "The Vignelli Canon" by Massimo Vignelli because it offers a clear and comprehensive guide to fundamental design principles. Vignelli covers design from its historical roots to essential concepts like grid systems and color theory, using visual examples and straightforward explanations to make these ideas accessible.

For my task of creating key artwork, the principles outlined in Vignelli's book are directly applicable and beneficial. His emphasis on timeless aesthetics and effective communication in design provides valuable insights into how structure, proportion, and visual hierarchy can enhance the impact and clarity of my designs. This understanding not only helps refine my skills in layout and composition but also guides me in making informed decisions when choosing colors, typography, and overall design strategies.