Week 05 - Week 10
Ahmad Firas Bin Ahmad Fisal | 0345121
Advanced Typography (GCD61004) | Bachelor of Design (Hons) in Creative Media
Task 2A & 2B: Key Artwork and Collateral
LECTURES
All lectures 01-05 are completed in
Task 01 - Exercise 01 & 02
INSTRUCTIONS
TASK 2A & 2B: KEY ARTWORK & COLLATERAL
Task 2A: Key Artwork
For Task 2A we are to design a key artwork, which behaves as a logo
and artwork. We are to use our name/initials. This key artwork will
subsequently be used in Task 2B on various collateral.
- Not necessarily legible
- Artwork made from a type
- Explore options - compositions etc
- Almost monogram-ish
- Certain level of simplicity
- Elegant solution, visual communication
- Artwork needs to be scalable
1. Sketches and Ideation
On Week 04, this is what I came up with that was supposed to reflect
my monogram creation ideas. We also had a peer-feedback session and we
were given a set of questions for peers to answer for our sketches.
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| Figure 1.1 - Monogram Sketches, Week 04 (26 April 2023) |
Although my sketches are very raw and not professional looking, they
are my stepping stone into finding and confirming my visions for this
task afterwards.
Ultimately the top right and bottom left were my top two according to
my peers during the feedback session, and overall, they mentioned that
my artwork does symbolically and creatively represent the person by it
being balanced and symmetrical. The initial story of my monogram is to
portray my personality that correlates with Yin and Yang. Show balance
and symmetrical were the main keys here. Though it was mentioned that
both on the bottom side of the sketches reminded them of logos from
the video game, DOTA 2 and also the Tesla logo. I had not realised
that at first but I could then see why they could see that in those
particular logos.
Next, in Adobe Illustrator, I attempted to digitise my chosen sketches
which are the bottom left and the top right.
Attempt #1
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I have no issue with this particular attempt but I deeply felt like something was missing and it just doesn't resonate well with my feelings. Moving on to the second attempt.
Attempt #2
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After digitising these two attempts, I went to my lecturer for one-to-one feedback, I was told that we need at least 3 letters for a monogram and coincidentally my Attempt #2 could be versatile into two letters or three when slightly tilted. The main idea was to connect my Yin and Yang inspiration with the double 'F' and a single 'S' logo.
The feedback given was to ensure that the spacing between my creations
is well spaced to make it look seamless and more importantly legible
on its own and to the viewers. Introducing movement without losing its
form is one of the keys to making successful logos/branding.
Consistency is also important.
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However, when I look at my monograms the day after, I felt like a
better approach was to create a key artwork with my own name 'Firas'
instead. Here begins my approach to creating an entirely new Key
Artwork.
I decided to use my name instead of a monogram of my initials for the
Key Artwork because it has more room for me to expand my brand for the
collateral stage later on.
Brand Identity Rationale:
- Skincare/Wellness Brand
- Sophisticated
- Elegant
Brand Essence:
Our brand essence revolves around sophistication, elegance, and
luxury. We aim to create an aspirational experience that indulges
the senses and evokes a feeling of exclusivity. Our brand identity
reflects timeless beauty, impeccable craftsmanship, and a sense of
refinement.
Brand Personality:
Sophisticated: Our brand exudes sophistication through its attention
to detail, refinement, and high-quality products or services. We
curate an aura of exclusivity, appealing to a discerning audience
that appreciates the finer things in life.
Elegant: We embody elegance in everything we do. From our visual
aesthetic to our customer experience, we maintain an understated
grace that resonates with individuals seeking refined and tasteful
experiences.
Luxurious: Luxury is at the heart of our brand. We offer products or
services that are meticulously crafted, using the finest materials
and showcasing exquisite design. We provide an elevated experience
that surpasses expectations and indulges the senses.
Brand Visual Identity:
Colour Palette: Our colour palette consists of rich, deep tones such
as regal reds, deep greys, and neutral earthy and pinkish tones.
These colours exude sophistication and elegance, creating a
luxurious atmosphere.
Typography: We choose elegant and classic typefaces that convey a
sense of refinement. Fonts with clean lines such as Bodoni Std.
Logo Design: Our logo embodies the essence of sophistication,
elegance, and luxury. It features a refined key artwork, elegantly
crafted with intricate details. The logo's design may incorporate
minimalist elements.
Imagery: Our brand imagery showcases exquisite beauty, refined
settings, and impeccable craftsmanship. High-resolution photographs
or artistic illustrations capture the luxurious aspects of our
products or services, highlighting attention to detail and quality.
2. Digitalisation
a) Sketching (Digital)
I started the digitalisation by finding a reference typeface
that I would want to use for my key artwork. I used the Bodoni Std
typeface. (Not Shown) is a process of turning this sentence of my name
with elements that would be my brand. An exploration was made to
introduce the sophisticated lines to make it in line with my
branding's visions.
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Fortunately on Week 06, during another round of feedback, it was
mentioned that the key artwork is somewhat professional looking and
could be further refined to finalise it for submission, The feedback
mentioned my current key artwork (as the image attached below) is
professional-looking, only minor changes to the expressions of the
graphical elements and the spacings should be made. Minor tweaking to
make it visually cleaner.
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b) Letterform Refinement
To reflect my feedback, I did minor tweaking to ensure that the
thickness and thinness of my strokes are well-taken care of to show
consistency and also to ensure that there is a balance between the
positive and negative spaces introduced within the key artwork.
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Figure 1.7 - Letterform Refinement #2, Week 06 (10 May
2023) |
Final Task 2A: Key Artwork
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Figure 1.8 - Final Black & White: Key Artwork (JPEG),
Week 08 (24 May 2023) |
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Figure 1.10 - Final Key Artworks (PDF),
Week 08 (24 May 2023) |
Task 2B: Collateral
We are tasked to design the following with our key artwork in Task 2A:
- T-shirt
- Other collaterals
- Instagram account
- Animated Key Artwork: 1024px/1024px (height and width), Gif format
(blog) and MP4 (video)
a) Colour Palette
Before starting with the collaterals, I'll be documenting the
existence of the colour palette.
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| Figure 2.1 - Colour Palette from Color Hunt, Week 08 (24 May 2023) |
The moment I saw this colour palette for the Color Hunt website, I
know immediately that these colours are going to be my palette and to
be incorporated with my brand. It looks elegant and sophisticated just
like how I envisioned it to be.
The image attached below is showing my view from Adobe Illustrator.
They were arranged in such a way for me to see whether the colours
complement each other or not.
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b) Collateral (Mockups)
- We used Adobe Photoshop to design our mockups by finding free mockup
templates from other Artists out there through Behance or other
websites. For the sake of reducing the lengthiness of this blog, Only
final mockups will be shown.
1. T-Shirt
We were notified that a t-shirt mockup is compulsory for us to design
and when I was brainstorming in AI, I know that I would like to create
a repeated monogram-looking t-shirt by using my key artwork.
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Figure 2.3 - Repeated Monogram, Week 08 (24 May 2023) |
Below is the final design that I went with to introduce my t-shirt mockup. I played with the image settings to reduce or increase certain settings of the picture to make it more appealing.
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2-4) Skincare Bottles and Boxes
For these products, there were times when I had to reject my own
mockups due to their inconsistency with the colours and whatnot. The
image attached below is showcasing the rejects in my Adobe
Illustrator.
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However, after going back to Adobe Photoshop and tweaking a few of the
settings, I managed to make it consistent by adjusting the saturation,
highlights, shadows, etc. The images below show the final collateral
images.
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5-6) Wellness Can Drinks & Product Tubes
Introducing these two mockups was a little challenging because I had
to make last-minute changes due to one of the other mockups (not
shown) did not make it to one of the finals due to the nature of the
packaging where it is too foreign to introduce it to the others.
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I managed to redesign the colours and picture settings to make them
more consistent with my existing colour palette and also other
collateral mockups.
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7) Self-Portrait
We were instructed to have one of the posts in our Instagram feed to
portray ourselves with our brand for professional reasons. We had to
take our portraits outside of the design studio and our lecturer even
showed us ways to edit your image to black and white if that is your
style of using your pictures.
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Figure 2.13 - Mockup #7 (Self-Portrait), Week 09 (31 May 2023) |
With the pop of colours, I already have in other parts of the mockups.
I decided to go with the Black and White route to introduce some
neutrals in the feed to balance the feed as a whole.
In comparison, this is how the self-portrait would look like if it
were to be in the Instagram feed:
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Figure 2.14 - Mockup #7 (Self-Portrait), Week 09 (31 May 2023) |
8) Animation
Remembering the methods taught in creating an animation for a type
expression, I applied the same knowledge for this particular post to
have my key artwork animated.
Software used: Adobe After Effects
Idea: To have the lines from the original key artwork elongate
horizontally and for them to return back to their normal position. A
rather simple idea but speaks volumes to my brand vision.
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Editing outcome:
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9) Deploying it on Instagram
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Final Task 2B: Collateral
Instagram Link:
@firas.portfolio
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Figure 2.20- Final Animation (GIF), Week 09 (31 May 2023) |
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| Figure 2.29- Final Mockups (PDF), Week 10 (07 June 2023) |
FEEDBACK
Week 6
Specific Feedback:
Professional-looking work, with minor changes to the expressions of the
graphical elements and the spacings. Minor tweaking to make it visually
cleaner.
Week 5
General Feedback:
For Monograms, please use 3 letters at least instead of 2.
Specific Feedback:
Ensure that the spacing between your creations are well spaced to make
it look seamless and most importantly legible on its own and to the
viewers. Introducing movement without losing its form is one of the keys
to making successful logos/branding. Consistency is also
important.
REFLECTION
Experience
I find it really interesting the way I started my Task 02, It was
really anti-climatic due to the cancellation of ideas and having to
restart but interestingly, it was needed. I feel like my design
intuition is reinforcing day by day. Thankfully, Mr Vinod gave me
thorough feedback for me to improve my work to ensure that it wasn't too
bad.
Observation
Like Mr. Vinod said, we tend to overlook the initial step of any design
work which is to have a clear justification of how your art is going to
be like. It's okay if you would eventually turn south but it is still
necessary for us to have a clear vision of what we want. That way,
everything will fall into place accordingly.
Findings
I discovered that a good design will always communicate well with the
public. Visual Communication works both ways. You need to be able to
communicate with people with little to no design skills. We need to be
able to weave our visions and words into them smoothly.
FURTHER READING
Chapter 7: The Evolution of Typographic Technology
The start of the Industrial Revolution was marked by the
invention of typography, which helped mass-produce books. As
technology advanced, so did typography, which affected how
designers created their designs. Even though typography had
limitations, designers used their creativity to make the most of
the available technology. From handwriting to digital typography,
designers need to know about the different technologies to blend
design and production effectively.
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