Advanced Typography: Task 2 Key Artwork & Collateral

13 May 2025 – 17 June 2025 / Week 04 – Week 08

Sara Patel / 0362876

Advanced Typography / Bachelors in Creative Media Design / Taylors University

Task 2

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TABLE OF CONTENTS

• INSTRUCTIONS
• LECTURES
• PROGRESS WORK 2A
• PROGRESS WORK 2B
• FEEDBACKS
• REFLECTIONS
• FURTHER READINGS

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INSTRUCTIONS

https://drive.google.com/file/d/1Vzg1EITc2Gm1rrGTWvB48RvMWETfEA1B/view?usp=sharing

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LECTURE

WEEK 4: LECTURE

WEEK 5: Perception & Organisation

Perception is what we see or understand. Typography is about helping readers navigate and understand content by using contrast, design, and organization in text, visuals, graphics, or colors. Other than that contrast in text is really important and can be created by using different sizes, font weights, uppercase and lowercase letters, types of fonts, the overall look of lines of text (texture), angles of the text (direction), and colors. While form is the overall look and feel of the elements in typography. The word "Typography" comes from the Greek words 'Typos' (form) and 'Graphis' (writing), meaning writing with style. Forms should be both beautiful and memorable.

Fig 1.7: Contrast (Week 5, 20/05/25)

Organization in typography relates to how elements are arranged. Gestalt, a German word meaning "shape" or "form," explains that the whole is greater than its parts. The theory was introduced by Max Wertheimer, includes six principles which were: similarity, proximity, closure, continuation, symmetry and figure/ground.

Fig 1.8: Gestalt Theory (Week 5, 20/05/25)

Quote of the day: "The organisation of information and how it is perceived should be considered by designers as a social responsibility - crutial for effective communication, transfer of knowledge and for understanding the occur" - Vinod J Nair.

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PROGRESS WORK 2A

Exercise Brief:

This Project was divided into 2 parts 2A (Key Artwork) and 2B (Collateral).
For part 1, we were asked to design a wordmark or lettering using our first name or a pseudonym. This key artwork should work as both an identifying logo and a piece of art that can be used on items. The design had to be elegant, balanced, and easy to understand. It should also be adaptable so that parts of the design can be reused to create patterns or other designs, keeping the overall visual identity intact.

Mindmapping & Moodboard:

We started off by creating a mindmap about ourselves to understand what qualities and characterstics we want to reflect in our wordmark. This helped to understand which direction to go with the wordmark.

Fig 2.1: Mindmap (Week 5, 19/05/25)

Further researched on existing wordmarks and created a moodboard to understand what to do next.

Fig 2.2: Moodboard (Week 5, 20/05/25)

Sketchwork:

After coming up with the moodboard started sketching out ideas for the wordmark. After alot of brainstorming and research came up with these rough ideas for my workmark.

Fig 2.3: Sketch Board (Week 5, 24/05/25)

I started by sketching different ideas using the keywords: creative, cultural, painting and imaginative. After exploring these, I decided to focus on two keywords: cultural and creative. Since I am from India, I started exploring my culture in depth while looking into the characteristics of Indian hindi letters to get an ideas on how I can reflect them creatively in my wordmark.

Digitization:

I continued my exploration using Adobe Illustrator to create a more refined version of the wordmark. I experimented with different ideas based on the chosen keywords (cultural and creative). After many trials and errors and also getting feedbacks from my tutor, I developed a wordmark that felt simple and easy to read, while still expressing creativity and an influence of Indian culture.

Fig 2.4: Progress Work for Wordmark (Week 6, 27/05/25)

After finalizing on one of the wordmarks, I started exploring the color palette. I wanted the colors to reflect Indian culture and traditions in a subtle and effective way without using cliche and bold colors like saffron or gold. My goal was to create an aesthetic look that attracts a wider range of audience. While the deep blue comes from the traditional Indian artworks and block prints, the sky blue represents spiritual beliefs and gives a feeling of openness, the cream color is inspired by Indian textiles and lastly, the coral pink reflects Indian architecture. Each color has a meaningful connection to Indian culture and also creates high contrast between each other that makes the palette both aesthetic and eye-catching.

Fig 2.5: Final Color Palette (Week 6, 29/05/25)

Artwork Animation:

After finalizing on the wordmark and color palette, I started working on the animation. I wanted to keep it very simple and minimal. I first designed the frames in Adobe Illustrator and then turned the frames into an animation using the timeline feature in Adobe Photoshop. It took mealot of trial and errors to get the animation alligned and smooth. This was one of the parts i struggled the most with.

Fig 2.6: Animation Progress Work (Week 6, 31/05/25)

Fig 2.7: Final Animation (Week 6, 31/05/25)

Final Task 2A:

Fig 3.1: Black Wordmark in White background (Week 6, 01/06/25)

Fig 3.2: White Wordmark in Black background (Week 6, 01/06/25)

Fig 3.3: Colour Palette (Week 6, 01/06/25)

Fig 3.4: Wordmark in light shade on darkest shade (Week 6, 01/06/25)

Fig 3.5: Wordmark in actual colour on lightest shade (Week 6, 01/06/25)

Fig 3.6: Wordmark Animation (Week 6, 01/06/25)

Fig 3.7: Task 2A Combined pdf (Week 6, 01/06/25)

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PROGRESS WORK 2B

Exercise Brief:

For the second part, we were asked to use the wordmark that we designed in the first part to expand the visual identity and apply it on 3 different collaterals. This also included creating a instagram account showcasing the designs and the collaterals along with animation.

I started expanding my wordmark by creating a few patterns. It took me some time to really understand what we were supposed to do for Part 2. I got rejected many times, but after a lot of trial and error, I finally figured out how to create mockups. At first, I worked on the collaterals in Adobe Illustrator, but they didn’t look very professional or visually appealing. So I switched to Photoshop to make them look more attractive and presentable.

Fig 4.1: Progress Work 1 (Week 7, 03/06/25)

Fig 4.2: Progress Work 2 (Week 7, 07/06/25)

I initially experimented with the design on various items and concepts. However, for the final three collaterals, I decided to focus on these items:

Bottles: I created the design by using the inner part of the letter "a" from my wordmark and repeated it to form a pattern. I also adjusted it to make it look like "s" from a distance. To add depth, I included a wavy effect and to avoid the design looking too repetitive, I added contrast by using different colors from the chosen palette. Additional the interlocking pattern reflects a sense of the Indian architecture.

Containers: The series of skincare products were designed using different contrasting colors from the pallete, making it appear eye-catching and modern. The chain-like patterns along the borders resembling Indian embroidery or traditional crafts. It is extracted from the letter "s" repeated in patterns. Finally the wordmark "Sarah" in the center make the brand emphasized.

Buisness Card: Lastly, the card design has a wavy pattern made from the letter "S" in the background, using low opacity to keep the focus on the wordmark. This helps the wordmark stand out even more with its detailed and creative font. The combination of traditional elements and modern style makes the card both attractive and culturally meaningful.

Fig 4.3: Collaterals before and after (Week 8, 10/06/25)

Self Portrait: Next, I started working on the self-portrait. I looked through different pictures of myself, but I felt this one was the best fit as the traditional earrings and clothes I am wearing show my culture. I also added my wordmark (my name) many times in a curved line along my hair, using two colors blue and red to make it look more interesting. In the end, I created a portrait that shows my culture and traditions while also helping to build my personal brand.

Final Task 2B:

Fig 5.1: Collateral 1 (Week 8, 11/06/25)

Fig 5.2: Collateral 2 (Week 8, 11/06/25)

Fig 5.3: Collateral 3 (Week 8, 11/06/25)

Fig 5.4: Self Portrait (Week 8, 11/06/25)

Fig 5.5: Instagram Grid (Week 8, 12/06/25)

Fig 5.6: Instagram Screengrab (Week 8, 12/06/25)

Instagram Link: https://www.instagram.com/sarah.patel10/

Fig 5.7: Task 2B combined PDF (Week 8, 12/06/25)

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FINAL COMPILATION

Fig 6.1: Black Wordmark in White background  (Week 8, 12/06/25)

Fig 6.2: White Wordmark in Black background  (Week 8, 12/06/25)

Fig 6.3: Colour Palette  (Week 8, 12/06/25)

Fig 6.4: Wordmark in light shade on darkest shade  (Week 8, 12/06/25)

Fig 6.5: Workmark in actual color on lightest shade (Week 8, 12/06/25)

Fig 6.6: Workmark Animation (Week 8, 12/06/25)

Fig 6.7: Collateral 1 (Week 8, 12/06/25)

Fig 6.8: Collateral 2 (Week 8, 12/06/25)

Fig 6.9: Collateral 3 (Week 8, 12/06/25)

Fig 6.10: Self Portrait (Week 8, 12/06/25)

Fig 6.11: Instagram Grid (Week 8, 12/06/25)

Fig 6.12: Instagram ScreenGrab (Week 8, 12/06/25)

Instagram Link: https://www.instagram.com/sarah.patel10/

Fig 6.13: Task 2A PDF (Week 8, 12/06/25)

Fig 6.14: Task 2B PDF (Week 8, 12/06/25)

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FEEDBACKS

WEEK 4: 

General Feedbacks: This was the introduction week where we were informed about what all we had to do and what not to do. We went through the module information, the rules and regulation booklet and got briefed on the task 1 exercise 1. 
Specific Feedbacks: I started updating the google sheet, blog and watched the lectures for week 1. Further i started sketcing out for exercise 1.

WEEK 5: 
General Feedbacks: Got the mood board reviewed by Mr. V and he said not to add elements in it, it should only contain wordmark samples so had to redo it and start exploring on the sketches.
Specific Feedbacks: Explored through a lot of wordmarks to get an idea on what i want to do. Sketched out and created the final wordmark.

WEEK 6: 
General Feedbacks: Mr. V reviewed out wordmarks and gave feedbacks. Further explained to us how we need to proceed. 
Specific Feedbacks: After getting my wordmark reviewed, sir said the s and h needs work other than that the other letters are good. He asked me to research on Indian type phases to understand their characters properly. I completed my wordmark according to the reviews and created my color pallets to proceed with the project.

WEEK 7: 

General Feedbacks: Mr. V reviewed our collaterals and gave feedbacks individually. Showed us sample works to make us understand how and what to do to improve our final outcome.
Specific Feedbacks: After looking at my work progress sir told me it looks good but could be explored more its not very experimented so i decided to explore more trying new and different collaterals which would look more interesting.

WEEK 8: 

General Feedbacks: Mr. V reviewed our final Instagram grid and gave feedbacks individually. He also explained to us what we need to do for task 3.
Specific Feedbacks: After looking at my work sir told me to explore more with the collaterals its not up to the mark so i started off all over again and starting making new collaterals. Further updated my blog for submission, updated the google sheet and Instagram id.

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REFLECTIONS

Experience: Over the past few weeks, I went on a creative journey that started off exciting but also a bit confusing, as it took me some time to fully understand what was expected from us. Making the wordmark in Part 1 was fun and interesting, especially because I got to explore my own culture and personality. It felt nice to create something that was like my own personal brand. Sketching and trying out different ideas helped me understand which direction I wanted to take. I faced many rejections, especially during Part 2, but I kept on trying, and slowly, everything started to make more sense. Creating patterns, working on the collaterals, and making the animation taught me many new creative skills. At first, I only used Illustrator, but later I also started exploring After Effects and Photoshop, which made my work easier and better. Some parts were hard and took a lot of time, like the animation, but in the end, I felt proud because I created something that looked both creative and personal. This experience made me feel more confident in my design work and helped me improve my skills.

Observations: While working on this, I realized how important weekly feedbacks and exploration are in design. Many of my first ideas i initially thought were good enough were actually not strong enough, and it took several changes and suggestions from my tutor to make my work improvized. I also noticed that switching between software like Illustrator and Photoshop made a big difference in the final quality of my collaterals. I figured out how colors, shapes, and small details like using a single letter to create a pattern made the design better and stand out. I also learned that small design elements can reflect big ideas like culture, creativity and personality.

Findings: One of the most important things I found out through this project is how to express myself through design. By exploring my Indian culture, I found ways to turn traditional ideas into modern and creative visuals, along with patterns and colors creating a strong meaningful design. I also found that mistakes and failures helped me learn more than the parts that i fugured out easily. From the animation to the collaterals, I saw how one wordmark could grow into a full visual identity. This project helped me improve my creative thinking skills, learn to tell stories through design and improved my time management skills as even after repeated rejections got the project done within deadline.

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FURTHER READINGS

I read about letters in typography from the book named A Type Primer by John Kane as it was suggested by Mr. V to better understand typography theoratically.

Fig 7.1: Book Cover

One of the parts i read about explains the different parts of a letter in typography. Words like stroke (any line in a letter), apex/vertex (where two diagonal lines meet), and arm (short strokes that stick out from a letter) are described. It also shows lines like baseline (where letters sit), median (middle line), and x-height (height of the small ‘x’), along with ascender (part of a letter going above the median) and barb (a curve on some letters). A diagram shows how these parts fit together in a word.

Fig 7.2: Parts of Letters

Next I read about different styles of letters, or typefaces. Roman which is the basic style based on old Roman writing. Italic letters are slanted, based on handwriting. Boldface is thicker and stronger than the regular version, while light is thinner. Condensed letters are narrow, and extended letters are stretched wider. Each style changes how the text looks, helping designers choose the right mood or emphasis.

Fig 7.3: Different styles

Later I read about set width, which is how wide a letter is, including its space on both sides. Each letter has a different width, measured in units. For example, a capital 'M' is wider than a lowercase 'a'. In the past, each letter had its own width, but old machines limited variety. Now, with digital tools, designers can use more sizes again. Most software sets the letter widths using a standard unit system.

Fig 7.4: Letter Spacing

Lastly i learned how we can see the differences between two similar fonts, Helvetica and Univers, by looking closely at the lowercase "a." It shows how the ends of the letters and where the rounded part (bowl) connects to the vertical line (stem) can reveal their unique styles.

Fig 7.5: Lowercase Structure

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