Advanced Typography - Task 2: Key Artwork & Collateral
13.9.2023 - / Week 3 - Week
NIE WEIQIU / 0350928 / BA of Design (HONS) in Creative MediaTypography
Task 2
INSTRUCTIONS
After selecting the digital sketch, I refine and modify it.
Final Key Artwork
Fig.1.6 Inspirations for Brand Identity (27.9.2023 - Week 5)
I started using this color on my main artwork to showcase my brand image
Task 2A: Key Artwork
We are tasked to design a key artwork by using our names, initials or part of our names. This needs to act like a logo and an artwork at the same time. Once the key artwork is made, it will then be used on collaterals which will be done in Task 2B.
1. Sketches
Fig1.1 Sketches 1((13.9.2023 - Week 3)
After getting feedback, I revised all these sketches. Do it digitally
Digitisation
Fig 1.2 digital sketchs 1((13.9.2023 - Week 3)
Fig 1.3. digital sketchs 3((13.9.2023 - Week 3)
I made several attempts with digital painting. Finally select the second one of fig2.
Fig 1.4. digital sketch((13.9.2023 - Week 3)
Final Key Artwork
Fig.1.5 Final Key Artwork (27.9.2023 - Week 5)
Task 2B: Collateral
Task 2B is a continuation of Task 2A, in Task 2B we first need to choose a color palette for your brand identity on a color search site. We had to take a black and white self-portrait and identify 3 appendages.
1. Inspiration/Research
First, I went to Pentagram and did some research on brand identity.
I started by choosing a color palette for my brand from Color Hunt. There are 4 colors in the palette I chose. I chose these colors because based on my main artwork
2. Brand Identity – Key Artwork
Fig.1.7 Colour Palette (27.9.2023 - Week 5)
Fig.1.9 Brand Identity - Key Artwork Explorations (27.9.2023 - Week 5)
Fig.1.10 Brand Identity - Key Artwork Explorations (27.9.2023 - Week 5)
Fig.1.11 Brand Identity - Key Artwork Explorations (27.9.2023 - Week 5)
Fig.1.12 Brand Identity - Key Artwork Explorations (27.9.2023 - Week 5)
Fig.1.13 Brand Identity - Key Artwork Explorations (27.9.2023 - Week 5)
Fig.1.14 Brand Identity - Key Artwork Explorations (27.9.2023 - Week 5)
Fig.3.1 Brand Identity - Self-portrait Explorations (27.9.2023 - Week 5）
Fig.3.2 Brand Identity - Self-portrait Explorations (27.9.2023 - Week 5）
Fig.3.3 Brand Identity - Self-portrait Explorations (27.9.2023 - Week 5）
Fig. 4.1 Collateral - phone case (27.9.2023 - Week 5)
Fig.4.2 Collateral - phone case (27.9.2023 - Week 5)
Fig.4.3 Collateral - book (27.9.2023 - Week 5)
Fig.4.4 Collateral - gift box (27.9.2023 - Week 5)
Fig.4.5 Collateral - cup (27.9.2023 - Week 5)
Fig.4.6 Collateral - T-SHIRT (27.9.2023 - Week 5)
Fig.4.7 Collateral - cup (27.9.2023 - Week 5)
Fig.4.8 Collateral - phone case (27.9.2023 - Week 5)
Fig.4.9 Collateral - cup (27.9.2023 - Week 5)
Fig.4.10 Collateral - book (27.9.2023 - Week 5)
Fig.4.11 Collateral - T-SHIRT (27.9.2023 - Week 5)
6. Refinement of Brand Identity - Collaterals
Fig.6.1 Key Artwork Expansions (4.10.2023 - Week 6)
Fig.6.2 Key Artwork Expansions (4.10.2023 - Week 6)
Fig.6.3 Key Artwork Expansions (4.10.2023 - Week 6)
7. Instagram
We need to create an Instagram account to showcase our brand image and organize the content in Illustrator first and then upload them to the account
Fig 7.1 Instagram (4.10.2023 - Week 7)
Later I continued to modify my avatar, which will be better
Fig 7.2 Instagram (4.10.2023 - Week 7)
I added some words later
Fig 7.3 Instagram (4.10.2023 - Week 7)
8. Animation
We need to create a simple animation to represent our brand image, about 2-3 seconds.
Fig.8.1 Animation Attempt 1 (10.10.2023 - Week 7)
Fig.8.1 Animation Attempt 1 (10.17.2023 - Week 8)
Final Task 2: Key Artwork & Collateral
Fig.9.1 Key Artwork - Black & White (11.10.2023 - Week 8)
Fig.9.2 Colour Palette (11.10.2023 - Week 8)
Fig.9.3 Key Artwork - Coloured (11.10.2023 - Week 8)
Fig.9.4 Key Artwork - Coloured (11.10.2023 - Week 8)
Fig.9.5 Key Artwork - Coloured (11.10.2023 - Week 8)
Fig.9.6 Collaterals (11.10.2023 - Week 8)
Fig.9.7 Collaterals (11.10.2023 - Week 8)
Fig.9.8 Collaterals (11.10.2023 - Week 8)
Fig.9.9 Collaterals (11.10.2023 - Week 8)
Fig.9.11 Animation (11.10.2023 - Week 8)
FEEDBACKS
Week 4
General Feedback:
We need to have a good explanation and meaning of my world. Some companies have wordmarks that can be aspirational and sometimes simple. It is important to communicate the design. At this stage, we should put the key artwork is I can put symmetry and balance play an important role in the word mark.
Specific Feedbacks:
The work has to make sense, let's make it simple. Justify a design.
Week 5
General Feedback:
You need to observe the characteristics of the font and what you want to express in the text, and
Then keep revising your work
Specific Feedbacks:
Too complicated, needs to be simpler
Week 6
General Feedback: The most important thing in creating a key artwork of a brand is the readability/ pronounceable. not just paste the wordmark to the collaterals, must have some consistancy on the repetition/pattern of the key artwork. The moment we used a dark background, some of them need to use revise colour. Most of the brands in reality used strong colour.
Specific Feedback:
Color disharmony can be represented by a letter
Week 7
We can show part of our Collaterals in different post, attract reader to click in.Don’t repeatedly use the wordmark for every post.
REFLECTION
Experiences
In this assignment we gain an in-depth understanding of how to create a brand image from start to finish. The exercise of creating my own key artwork and brand identity was a creative and insightful task, and I also found it really fun to work on because the key artwork could be created using the letters of our names. We also learned how to influence brand image and how to make a difference. and understanding the layout of each product and how the product as a whole affects the brand image.
Observations
What I have observed during the conceptualization of key artworks is that every tiny detail can have a huge impact on the artistic product. Create an image brand. It needs to come with all the colors and accessories to create the brand image.
Findings
My biggest discovery and takeaway from this entire assignment is that the design process can be extremely frustrating but also rewarding. Even though you think you are doing a good job, you will still be rejected. It was also found that every decision when creating a wordmark must be consistent with the brand’s personality and goals.
FURTHER READINGS
Fig. 1: The cover of The Vignelli Canon.
- There are three important aspects in design: semantic, syntactic and pragmatic.
- Semantics is the search of the meaning of whatever we have to design. The first thing that should be done in design is to search for the meaning of it, which could be research on the history of the subject to better understand the nature of the project and to find the most appropriate direction for the development of a new design.
- Depending on the subject, the search can take many directions. It could be a search for more information about the company, product, market position, competition, destination, final user, or the real meaning of the subject and its semantic roots.
- It is extremely important for a satisfactory result of any design to spend time on the search of the accurate and essential meanings, investigate their complexities, learn about their ambiguities, understand the context of use to better define the parameters within which the designer will operate.
- It is also useful to follow our intuition and diagnostic ability to funnel the research and arrive to a rather conscious definition of the problem at hand.
- Semantics are what will provide the real bases for a correct inception of projects, regardless of what they may be. They eventually become an essential part of the designer's being, a crucial component of the natural process of design, and the obvious point of departure for designing.
- Semantics also indicate the most appropriate form for that particular subject that we can interpret or transform according to our intentions.
- Understanding the starting point and all assumptions of any project is important to fully understand the end result and measure its effectiveness.
- Clarity of intent translates into clarity of outcome, which is crucial in design. Messy, complex designs reveal equally messy, complex ideas. People love complexity, but they hate complexity.
- Design should be powerful, intellectually elegant, implying elegance of the soul, rather than a manner that is the opposite of vulgarity. Design should transcend fashion patterns and passing fads; it should be as timeless as possible. The ethical imperative of designing something that will last a long time, rather than become obsolete, is important.
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