Task 2 - Key Artwork & Collateral

September 20th, 2021 - October 11th, 2021 (Week 4 - Week 5)
Rusydina Fazlin Binti Fauzi / 0344000 / Bachelor's in Creative Media
Advanced Typography
Task 2(A) / Exercises: Key Artwork & Collateral

LECTURES

All Lectures Completed. Refer to 'Task 1':

https://athirahfauzi02.blogspot.com/2021/08/ad-typography-task-1-exercises.html

INSTRUCTIONS

Task 2(A) - Key Artwork (Documentation)

September 20th, 2021

Exercise 1

The first task that was assigned by Mr. Vinod, we are meant to sketch out and design somewhat a logo using our initials.

I'm not very good at putting letters together, so there were a lot of references on what I could implement into designing my initials. But I worked them out with a random pile of sketches and doodles first.

Figure 2.1 - Initial sketches, September 23rd, 2021

I started off a little simpler on the sketches, I wanted to be able to have a foundation on what I can potentially improve once I put some of the chosen sketches through Illustrator.

The first sketch I decide on digitalizing is the one below:

Figure 2.2 - Initials digitalizing #1, September 25th, 2021

For this sketch, I used a font 'Bookman Old style' as a reference and manipulate the strokes to fit better on what I had sketched. I did the same with the letter 'F', finalizing the design below as my first sketch to choose from.

Figure 2.3 - Digital Sketch #1, September 25th, 2021

Next up, I worked on a second one:

Figure 2.3 - Initials digitalizing #2, September 25th, 2021

For this sketch, I decided on merging the crossbar of the letter A substituting it as the letter F, and making it look like it's slanted acting as if it's an italic font design.

Figure 2.4 - Digital Sketch #2, September 25th, 2021

The third sketch was a simpler one, in my opinion:

Figure 2.4 - Initials digitalizing #3, September 25th, 2021

I experimented with the brush tool on this third sketch, then I worked my way around adjusting the width of the strokes with the direct selection tool.

Figure 2.5 - Digital Sketch #3, September 25th, 2021

Lastly, the last sketch I had digitalized was very geometric out of the three I had before:

Figure 2.6 - Initials digitalizing #4, September 25th, 2021

I had the font Bahaus as a reference to achieve the curve, but initially, I wanted to implement the uncapitalized 'f' into the capitalized 'A' and I think it worked nicely to have the Bahaus font as a reference, later then I adjusted the width of the stroke to my liking, somewhat similar to my rough sketch as well.

Figure 2.6 - Digital Sketch #4, September 25th, 2021

After a few feedbacks given by Mr. Vinod, I worked on considering what my occupation would be if I was not a designer that correlates to my key artwork design. Mr. Vinod really favored the fourth design and I think in my opinion there could be much more opportunities for exploring different designs with the fourth sketch.

I thought about occupations that reside towards aquatic or marine jobs and worked my way on modifying the initial look of it into slimmer designs with these sketches as seen below:

Figure 2.7 - Occupation keyword sketches, September 30th, 2021

I still kept the idea of it being similar to the initial sketch I had before, I only added a few more elements to match with the kind of occupation it portrays.

The first one was a surf instructor, the second is an aquatic Veterinarian, and the third being either a shark diving guide or a shark biologist.

Figure 2.8 - Keywork occupation progress #1, October 1st, 2021

Figure 2.9 - Keywork occupation progress #1, October 1st, 2021

I would say the third sketch I explored more on brush strokes to work out the design. The final digital skecth is seen below:

Figure 2.10 - Final digitized keyword occupation sketch, October 4th, 2021

After receiving feedback, Mr. Vinod suggested working out the design on the far right. As in further exploration and finish up a final neater look to the design, in terms of the thickness of the strokes.

Figure 2.11 - Surf Instructor further design, October 12th, 2021

There were a few trials and errors when figuring out how I wanted to place the fishtail into the design, making sure to maintain its initial look and appeal.

Figure 2.12 - Surf Instructor further design, October 12th, 2021

Figure 2.13 - Surf Instructor further design, October 12th, 2021

Figure 2.14 - Surf Instructor further design, October 12th, 2021

I did a few tweaks and another alternative design to the initial look to see if I could occupy more of the negative space. But overall, I settled on the right design and the bottom right color combination for the logo key artwork before moving on to the key artwork poster.

Figure 2.15 - Surf Instructor final design (b&w), October 12th, 2021

Figure 2.15a - Surf Instructor final design (color), October 12th, 2021

Next, I worked on figuring out the poster that correlates to the design of my key artwork logo.

Figure 2.16 - Surf Instructor key artwork poster ideas, October 12th, 2021

These were a few ideas I started out with, but realizing that I had to animate an invite to these posters I thought about making sure that the designs weren't too complicated to be able to have a clean and neat look to it when animating.

Figure 2.17 - Surf Instructor key artwork poster idea #3, October 12th, 2021

Figure 2.18 - Surf Instructor key artwork poster idea #3(info implementation), October 12th, 2021

Adding in the information, occupying the spaces in the poster, I finally came up with a final design of the piece as seen below:

Figure 2.19 - Surf Instructor key artwork poster Final design, October 12th, 2021

PDF Version:

Task 2(B) - Collateral (Documentation)

October 12th, 2021

Exercise 2

After completing the first part of the second task, it's time to indulge in the second half of this task. Where the key artwork is to be presented and displayed as collateral, an animated invite and all the contents combine into a canvas as one piece.

I started off with the collaterals to my respective event holding and keyword logo and poster. Since it had oceanic themes to it, I decided to go for collaterals that are useful and are directed towards surfing. So I went with, compact travel mirrors, keyring tags, and tote bags. Other than that, I attempted to have a mock-up of the poster being hung.

Figure 2.20 - Poster Mock-up, October 14th, 2021

For each of the collaterals, I had multiple colors for my design. The same type of collateral just the colors are different from the initial color design.

Compact travel mirrors:

Figure 2.21 - Compact travel mirror Design #1, October 14th, 2021

Figure 2.22 - Compact travel mirror Design #2, October 14th, 2021

Figure 2.23 - Compact travel mirror Design #3, October 14th, 2021

Keyring tags:

Figure 2.24 - Keyring tags Design #1, October 14th, 2021

Figure 2.25 - Keyring tags Design #2, October 14th, 2021

Figure 2.26 - Keyring tags Design #3, October 14th, 2021

Tote bags:

Figure 2.27 - Tote bag Design #1, October 14th, 2021

Figure 2.28 - Tote bag Design #2, October 14th, 2021

Figure 2.29 - Tote bag Design #3, October 14th, 2021

Collateral and Poster PDF version:

Next up was compiling each of the collaterals into one.

Figure 2.30 - Final Flat lay of each collateral, October 14th, 2021

PDF Version:

Animated Event Invite

After that, I started with preparing my elements in adobe illustrator and converting them into After effects to start animating the shapes and vectors.

Figure 2.20 - Preparing elements in Illustrator to import in After Effects, October 14th, 2021

Figure 2.21 - Converting vectors into shapes, October 14th, 2021

From then on I just animated a simple sequence and transition to display the text of the poster's event, in the composition size of 800/1024 (width, height).

Final Animated Event invite:

Hours Spent:

Task 2 (A) Keyartwork: 3 hours (a day)

Task 2 (B) Collateral: 72 hours

FEEDBACK
-
Feedback
[September 27th, 2021, Week 6]
-
Specific Feedback
Key artwork 4th design: Feedback on how the form had an interesting take to it. Although, further exploration on adding in a little bit of flair to make the design pop out more. Also considering on, occupation relations to the design.

[October 4th, 2021, Week 7]
-
Specific Feedback
Strokes on the letter 'A' could be a lot thicker. The Chosen key work design was the first design that was picked. Further explorations on the width stroke and maybe an added fishtail monogram at the end of the letter 'F'.

[October 11th, 2021, Week 8]
-
No feedback was given. INDEPENDENT LEARNING WEEK.

Reflection

October 15th, 2021

Throughout the weeks of working on this task, what I was able to reflect upon it was the amount of trial and error. A specific kind of form, in order to shape a design that involves branding, was definitely not my forte. The mass amount of observation and experimenting with sizes, rotations, and directing the design to a domain that can look abstract or complex yet again still has its simplicity and understanding to it.

Other than that, I believe this task teaches us how to work our way around as designers but at the same time not really. As a different occupation was chosen other than a designer, how would we emphasize our mark or appeal as a job to consumers? It was interesting to learn that part of graphic design through occupation choosing, logo making (through our name initials), and a poster to sign it all off.

There were also skills in making it work, critically executing the idea, and making it a whole as per se, to be able to see it. Ideas are ideas, I had quite a few but being able to execute them matters as much. It was not easy, that being I'd say I did my best to keep it simple to be to not breach an odd-looking design with colors and shapes that wouldn't make sense.

Logo Modernism
Jens Müller and Julius Wiedemann

Jens Müller and Julius Wiedemann wrote Logo Modernism, which was published by Taschen at the end of 2015. The book focuses on the years 1940 to 1980, analyzing modernist principles in graphic design through the documentation of around 6000 logos!

Recapping the information conveyed in this book, what's fascinating is that the book's worth is based on the simplicity of the logos it contains. It's amazing how many identity markings have withstood the test of time and are still in use today. However, the majority of the logos in the book are little more than simple geometric forms made from fundamental shapes such as the circle, square, or triangle.

Logo Modernism appears to bring home the idea that a logo does not need to be complicated in order to be successful, and it does it with style.

Search This Blog

Athirah.blogspot