ADVANCED TYPOGRAPHY // Task 2A & 2B

May 30, 2021

ADVANCED TYPOGRAPHY // Task 2A & 2B

Week 5 - Week 10 (26/04/2021 - 31/05/2021)

Fann Man Ling - 0344623 (BDCM)

Advanced Typography // Mr. Vinod, Mr. Azrizal Razali

Task 2A & 2B

LECTURE

Week 5: Brief of Project 1A, Decide 1 title from the 5 given, Start on designing Key Artwork.

Week 6: Review on Key Artwork

Week 7: Review on Key Artwork

Week 8: No class (ILW)

Week 9: Review on Poster, Collateral

Week 10: Review on Poster, Collateral, Animated invite

- Lecture -

INSTRUCTION

Module Information Booklet

TASK 2(A): Key Artwork

We were tasked to creatively and conceptually use the combination of visual and type to create a key artwork (function as a logo) to be later used in collateral for the subsequent Task 2(b). The visual elements, graphical elements, title (text), and or use of imagery must be in an experimentative, conceptual, and visually attractive manner. We were given 5 event titles to be chosen by either one.

For this task, I've decided to pick "Urbanscapes" as my title to work on as I rather have ideas for it as compared to another event title.

IDEATION:

WEEK 5 // 26.04.2021

I started to brainstorm and do some rough sketches before I digitalize them in Adobe Illustrator.

Fig 1.1: Rough Sketches_Key Artwork

Then I picked some of the possible options and digitalize them. I especially favor IDEA #3 and IDEA #4 as after all the research done on the event, my interpretation of this "Urbanscapes" event is it's about music festival above all, and the play button came across my mind when I think of music. Interestingly, the triangular element can be also interpreted as an 'exit' symbol, which reflects the core meaning of the event (escape from urban, reality).

Fig 1.2: Draft_Key Artworks

After compared the sans serif font between Avenir, Gotham, and Qanelas Soft that have a similar characteristic, I went for the Qanelas Soft as my font for the title of Key Artwork because I wanted a font that looks modern and a bit rounded to give a playful vibe.

WEEK 6 // 03.05.2021

After getting the feedback from Mr. Vinod, I've opted for IDEA #4.

Fig 1.3: Moodboard_IDEA #4

I made some changes to it, such as removing the grey background, darkening the title colour, and making a gradient effect on the "play" button so that it looks more interesting and conveys depth.

Fig 1.3: Key Artwork_B&W

The gradient background consists of the main colours of the event (blue, purple, pink, orange). The lighter colour from the top and darker colour on the bottom is designed to tell that the event allows attendees to escape from the stressful reality to a space that is good for mental peace.

Fig 1.4: Final Key Artwork_Coloured

Final PDF:

Fig 1.5: Final_Key Artwork .pdf (09/05/2021)

TASK 2(B): Poster, Collateral, Animated Invitation

WEEK 7 // 10.05.2021

We were tasked to design a poster, 3 collateral items of our choosing, and an animated invitation, by using the key artwork developed in Task 2A before this. The graphic output must result from in-depth exploration and must communicate both visually and textually the desired message and mood.

POSTER

IDEATION:

I tried to explore my poster idea by placing the key artwork at a different position in the poster and using different typographic systems.

Fig 2.1: Rough Sketches_Poster

Then, I digitalized them in Adobe Illustrator.

Fig 2.2: Draft_Poster

WEEK 9 // 24.05.2021

I've decided to redesign my poster after receiving the feedback given by Mr. Vinod as all of the ideas shown above are not working.

Considering my key artwork is circular, the dilatational or radial system might give a better result in the poster design. For the body text, I utilized Futura as it brings out the modern feel that I want. Also, I applied the radial system on the body texts so that it looks like music beats come out from the key artwork. Moreover, to avoid the information from looking busy, I ensured there's whitespace and balance within the poster.

Fig 2.3: Poster_B&W

After that, I introduced colour in the poster. To make sure of the visual hierarchy, I made the key artwork and the title in white colour and the body texts in dark blue colour. In addition, I've made amendments to the venues as Mr. Vinod suggested us to use the same information given by one of my classmates. Lastly, I applied the texture effect on the poster to give the illusion of depth.

Fig 2.4: Final_Poster (30/05/2021)

Final PDF of Poster:

Fig 2.5: Final Poster .pdf (30/05/2021)

COLLATERAL

1. Bus shelter poster

I opted for bus shelter advertising as it has proved to be the cheapest and most effective method to achieve high levels of reach. The poster is printed with an attractive and bright colour that keeps it highly visible regardless of day or night, as well as makes it stands out. Also, it is weatherproof to keep colour of the poster from fading under the exposure of sunlight and rain.

Fig 2.6: Bus shelter poster

2. Event Ticket

Event ticket with the iconic colour theme and triangular element "play button" (key artwork). The big triangular element placed on the right side is designed to bring out a dynamic vibe. Furthermore, the ticket is reusable for 9 days of the event to reduce paper waste. Plus, the ticket is sturdy enough to last for 9 days. Additionally, after tearing off the left side of the ticket, attendees can keep the ticket as a souvenir.

Fig 2.7: Urbanscapes Event Ticket_Detail

Fig 2.8: Urbanscapes Event Ticket

3. Hand Sanitizer

Outbreaks of disease are more frequent and more severe when the population density is high. Since there is going to be crowded in the event, hand sanitizer would be the perfect gift for the attendees to make sure their hygiene and thus decrease the chance of getting sick. Likewise, it is convenient, portable, easy to use, and not time-consuming while having fun in the event.

Fig 2.9: Draft_Hand Sanitizer

WEEK 10 // 31.05.2021

The feedback that I received from Mr. Vinod is the design of the hand sanitizer is rather simple and mundane, he then suggested me further explore it with different possible typefaces or colours.

Fig 2.10: Hand Sanitizer

Final Collaterals:

Fig 2.11: Compilation of Poser & Collaterals

Final PDF:

Fig 2.12: Final Collaterals .pdf (31/05/2021)

ANIMATED INVITATION

IDEATION

I have brainstormed and sketched down as many ideas as possible for the collateral and animation invitation.

Fig 2.13: Rough Sketches_Collateral, Animated Invitation

IDEA #1

I had the idea to make the "URBANSCAPES" rolling like the loading icon, and the body texts come out from the play button when it is pressed.

Initially, I set all the assets in Adobe Illustrator before I animated them in After Effects. Then, I animated them separately in different composition files and combined them subsequently.

Fig 2.14: Beginning_Play button

Fig 2.15: Animating

Attempt #1 of Animated Invitation:

Fig 2.16: 1st attempt_Animated Invitation (31/05/2021)

WEEK 10 // 31.05.2021

After getting feedback from my friend and sir, I understand that there's an issue in the Attempt #1 which is the readability is reduced with the body texts appear all at once, meaning that my radial thing could not work in the animation.

ATTEMPT #2

Therefore, I have to figure another way out for that. After hours of brainstorming, I've decided to give up on the radial thing. Instead, I tried to develop around the "play button" and explore different placement of the text in the given space.

Fig 2.17: 1st attempt_Animated Invitation

I attempted to make the texts rotating around the "play button", but I felt that it's not working. In fact, the opacity works better in a way. I personally felt it seems more elegant and simple. Plus, readability is enhanced at the same time.

Fig 2.18: 2nd attempt_Animated Invitation

Final Animated Invitation

Fig 2.19: Final Animated Invitation (01/06/2021)

FEEDBACK

WEEK 6 // 03.05.2021 (Key Artwork)

General Feedback:

Some questions that help when designing the Key Artwork:

1. Symbolically & Creativity (metaphor, symbolic)

2. Does the artwork look well-crafted (lines and shapes)?

3. Look like a logo? Function like a logo?

4. Positive & Negative Spaces

5. Does the artwork depict and embody the event?

6. Is there unnecessary use of elements?

7. Title must be included entirely.

8. Is the typeface appropriate in use?

Specific Feedback:

I redid my key artwork as it seems like a poster instead when I showed it to one of my peers after class.

WEEK 7 // 10.05.2021 (Key Artwork)

General Feedback:

- The size of the poster is 50x70cm.

- Body text should be around 12-16pt.

- Make use of the Typographic System.

- Non-objective elements can be added after ensuring it from looking busy.

- The typeface should be started off with black & white before introducing the colour into it.

- Includes Task 2A, & 2B in one blog post.

- Place the Key Artwork strategically (should concentrate on placing key artwork first before including the information hierarchically).

Specific Feedback:

Mr. Vinod suggested me use the triangle (play button-like) with the circular text for my key artwork and further proceed on it into the following task (poster).

- Don't use grey background.

WEEK 9 // 24.05.2021 (Poster)

General Feedback:

1. Look at the most important information of content first.

2. Try to place the rest of the information at different positions.

3. Choose the options after exhausted all the attempts.

4. Observe if the Key Artwork is sitting well.

Specific Feedback:

- All the ideas are not working for the Key Artwork.

- Can try to explore the Radial system for the poster.

WEEK 10 // 31.05.2021 (Collateral, Animated Invite)

Specific Feedback:

Collateral

- The design of the hand sanitizer is rather simple and mundane,

- Can play with different possible typefaces or colours.

Animated Invite

- The readability is reduced with the body texts appear all at once, meaning that my radial thing could not work in the animation.

REFLECTION

Experience

In the beginning, I felt at sea with this task, I was struggling in coming up with the ideas for the Key Artwork at first. Subsequently, I tried to look around the senior's blog so that I can get a general picture of what we need to produce for the Key Artwork. I tried to note down all the possible interpretations of the event in the hope of getting a conceptual idea to create my Key Artwork and browse through Pinterest to see what makes an outstanding logo. Fortunately, the notes actually help me to come out with some ideas. To be honest, these tasks are a pain of my ass.

Observation

I've noticed that I have limited skill and knowledge to produce the results that I want when it comes to digitalizing my idea that I have in my mind. Also, I really have a hard time dealing with Typography exercises, it often takes me a bunch of days to come up with ideas. Not only that, I tend to rely so much on the opinion and feedback given by my friends who I think good at Typography as I am not confident enough about my Typography. Yet, normally the ideas that I came out with are rather simple as compared to others' works that I want my work to be as good as them. It really demotivates me to do the Typography works all the time.

Findings

I've come to realize that I should train my own sense instead of depending on others' opinions. Through the task, I have learned to employ typographic systems in a more efficient way. The guidance and tips given by Mr. Vinod are indeed helpful for me to complete the tasks, and I certainly gain new insight from that. Also, it's good to have friends to exchange and discuss my idea with, it really helps me in developing ideas.