Advanced Typography - Task 2: Key Artwork & Colateral

29.09.2022 - 26.10.2022 ( week 5 - week 9 )
Len Hoi Yee / 0353430
Advanced Typography
Task 2: Key Artwork & Colateral 

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Instructions

Task 2A: Key Artwork 

For this task, we are expected to design a key artwork, which behaves like a logo but is also an artwork. We are allowed to use the initial letters of our names or full name. 

• Not necessarily legible 
• Artwork made from type
• Explore options-compositions etc 
• Almost monogram-ish 
• Certain level of simplicity 
• Elegant solution, visual communication 
• Artwork needs to be scalable

Ideation & Sketches 

Fig. 1.1 Venice 

Initially I wanted to design a logo using my name Venice. Then, I did a few sketches for letters V and L. However, I was not satisfied with the outcome. I was thinking why not trying other initials in my name. Then I got inspired by the 2nd pic in Figure 1.1, where the letter Y pierce through H. 

Fig. 1.2 Sketches, Week 6 (03.10.2022)

#1&#2: Both have similar idea but the right stroke on V is changed to a curvy line instead. The letter "enice" were designed to be like signature. 

#3: This imitates wave effect. 

#4: This was inspired by the second pic in Figure 1.1 where letter Y pierce through letter H

#5&#6&#7: Just trying to explore around

#8: Letter V,L,H,Y connected and somewhat looks like buildings 

#9: The letter V imitates whale's tail and some added details like water droplets. 

Digitalisation 

Fig. 1.3 Tracing whale tail, Week 6 (03.10.2022)

To get a nice tail shape, I took an example and trace it out. 

Fig. 1.4 Chosen logo sketch, Week 6 (03.10.2022)

After receiving feedback from Mr.Vinod, I studied the monogram of the New York Yankees and I made some changes to the logo. 

Fig. 1.5 Metallic idea, Week 6 (05.10.2022)

While I was exploring, I thought maybe I could do something more metallic and cool. The second sketch turned out to be a disaster.  I wanted to make it metallic so I changed the rounded edges of the tail to more solid, Mr. Vinod told me that the original one looks better than this, because the stroke ends is matching with the tail shape already, I just had to extend the 'Y' longer so it doesn't look too empty at the bottom. Also, the horizontal stroke has to reconsider how it should look in order to fit the whole logo. 

Fig. 1.6 Exploring, Week 6 (05.10.2022)

While exploring, I referred to New York Yankees logo and I really liked the arch and curve it has on the strokes, so I figured I can do a little arch inwards for the two vertical strokes. Also, I have smoothened the edge end of each stroke. 

Fig. 1.6 More variation , Week 6 (05.10.2022)

#2: The difference is the horizontal stroke is bent downwards whereas I remained a straight horizontal in #1. 

#3: I was trying to see if the downward strokes curved in more, it turned out to look like a basketball which doesn't suit my logo story. Also, I felt it's too heavy and intense if the strokes bent inwards. 

Fig. 1.7 Final design , Week 7 (10.10.2022)

So, I have decided to go with the second design. I have done some amendments on each stroke. The vertial strokes is not overly exaggerated and so does the horizontal stroke. It has become to look a lot like the actual shrine gate in Japan. 

Short rationale 

This design is my initials of my name which is Hoi Yee. I personally love marine animals a lot, especially whales. Since the tail of a whale looks like the letter 'Y', so I might as well implement it in my design. 

Task 2B: Colateral 

We are tasked to create some relevant colaterals, and animation for our logo mark. At the end of this task, we have to create an Instagram account and post 9 posts of our logo mark, animation and some colaterals.

For the colaterals, I have decided to do things that related to Japanese, basically a Japanese restaurant thats serves food and offer astonishing range of merchandise:

• tote bag
• t-shirt
• bowls
• caps 
• food menu

Totebag 

I downloaded some pngs to work on my colaterals to decorate my colaterals such as koi fish, sakura tree, mountains, and the shrine gate. 

Fig. 2.1 Tote bags , Week 7 (13.10.2022)

I have added illustrations on the bags and also for the background. 

Fig 2.2 T-shirt front and back, Week 7 (13.10.2022)

Fig 2.3 Cap, Week 7 (13.10.2022)

Fig 2.4 Bowl , Week 7 (13.10.2022)

Fig 2.5 Posters , Week 7 (15.10.2022)

Fig 2.6 Layout on Instagram, Week 8 (18.10.2022)

Second attempt 

After receiving feedback from Mr, Vinod, I am not supposed to use any illustrations for my mock ups but expand my logo mark, so I had to make changes again. Even for the other posts, I have to expand my logo mark, "visuals are based on identity". 

Fig 2.7 New t-shirt design, Week 9 (27.10.2022)

Changes made were I removed the illustrations and put in my logo mark on the chest part on the front, and the back part, I have changed the typeface and tagline and added a whale tail. 

Fig 2.8 New tote bags design, Week 9 (27.10.2022)

First tote bag, I repeated the tails in 3 rows and a red circle in the middle, which represents Japan.

Secnd tote bag, I used the red paint as ocean and a tail in the water, the orange circle represents the eye of the fish or Japan. 

Thirdly, it's just a letter 'H' that resembles the Shrine gate in Japan with a red circle behind it.

Fig 2.9 New cap design, Week 9 (27.10.2022)

Not much were changed, just removed the extra illustrations on the background. 

Fig 2.10 New bowl design, Week 9 (27.10.2022)

I enlarged the bowls an removed the irrelevant illustrations on the background. Hence, all the colaterals have a clean background. 

Fig 2.11 Food menu design, Week 9 (27.10.2022)

Fig 2.12 Expansion of logo mark, Week 9 (27.10.2022)

Fig 2.13 My picture with logo mark, Week 9 (27.10.2022)

Animation 

For animation, I decided to do a cute entry for the logo mark and let it wiggle like a wave. On top of that, I added underwater sound effect and some bubbles floating,

Fig 3.1 First animation, Week 9 (27.10.2022)

Mr. Vinod then told me that i can just let it wiggle there and dont add extra stuff.

 

Fig 3.2 Second attempt, Week 9 (27.10.2022)

Final Outcome 

Task 2A

Fig 4.1  Final Key Artwork, Week 9 (27.10.2022)

Fig 4.2 Animation, Week 9 (27.10.2022)

Fig 4.3 Animation with sound effect, Week 9 (27.10.2022)

Task 2B 

Instagram profile: https://www.instagram.com/hy.kl_/

Fig. 5.1 Instagram feed layout, Week 9 (27.10.2022)

Colaterals:

Fig. 5.2 Bowl, Week 9 (27.10.2022)

                                                        Fig. 5.3 Cap, Week 9 (27.10.2022)

Fig. 5.4 Tote bag, Week 9 (27.10.2022)

Fig. 5.5 T-shirt, Week 9 (27.10.2022)

Fig 5.6 Expansion of logomark, Week 9 (27.10.2022)

Fig 5.7  Food menu design, Week 9 (27.10.2022)

Fig 5.8 My picture with logo mark, Week 9 (27.10.2022)

PDF

                                     Fig 5.8 PDF, Week 9 (27.10.2022)

FEEDBACK 

Week 07 (12.10.2022)

General feedback: 

Symmetry is something very important in design, and mark-making. The asymmetrical form also works but it requires balance, but there is profound effect symmetry has on mark design 

Specific feedback:

You should have the stroke pierce through the H almost like the New York Yankees monogram, it will look better, otherwise, the bottom part of H is too long and not a stable form,

Week 09 (26.10.2022)

General feedback:

It is called visual identity is cuz visuals are based on identity. 

Specific feedback:

"I like you made the center tile to present the mark, that's good. the background is not too strong so the mark does seem to fit but I suggest creating a lighter tone of all those shades in the background, imagine if u take a white colour and place that over the background, then reduce the opacity so it will make ur mark stand out. You don't want to have illustrations that are not part of the mark, these are the external elements adding to the mark, you need to develop the mark, so for example you could create multiple patterns of the tail so it becomes one expansion of your mark." 

REFLECTION 

Experience 

Honestly, I did not expect my logo mark to turn out into looking like Japanese-style, so I figured maybe I could go in that direction. It was such a great experience to design my own logotype. I love the outcome! Although the part where I spent a lot of time putting in all the illustrations in the collaterals and other posters was wrong, and I had to rethink and explore how to expand my logotype in a simple and straightforward way. At first, I was very clueless on how to start designing my logo, because I was originally going for 'Venice Len' but seeing how it doesn't really work out, I quickly changed and explored "H&Y". To match the Instagram feed is a pain, and it does not let me adjust the size of the animation. Hence, the first post's logo looks super huge. 

Observation

Expanding the logomark is another task to consider while posting on social media or creating the logo at least. You have to see whether it fits the entire layout and whether the tagline suits the brand. There are many considerations to make. 

Findings 

I found that a logo mark must have a stable form, or else it will look disproportionate and weird. My logotype needed this balance in order to fit together for both letters H and Y. Establishing a brand is not easy, Judging from posting it on social media, there are many small details we have to pay attention to. 

Further Reading 

Fig 6.1 Difference between logotype and logomark

Logomarks are a symbolic image or icon. Every strokes, shapes, and lines represent the brand. Some brands use pictures to tell the brand's intention. 

Logotypes involve text or letters, it can be a monogram, a signature. Some even manipulate the latters to mimic the orignal letters. 

Fig 6.2 Good logo is important for your small business 

A good logo is usually simple and able to express the business they do. The use of colour, images or, graphics are important. your logo is what people will remember, A typography reflects what your company stands for, therefore, keep it simple and modern. 

Fig 6.3 Dos and donts while creating logo 

After reading this article, I take note on keeping it as simple as I can, For logotype, Font is really important as it is people's first impression of your brand. Avoid unnecessary words, it can be a tagline but don't add it to the logo.