Advance Typography // Task 2A & B
03/05/21 - 31/05/21 (Week 6 - Week 10)
Caitlyn Aurelia Tjandra (0339381)/BDCM
Typography
Project 2A and B
Instructions
Project 2A : Key artwork (Week 5-6)
Key Artwork
Choosing Theme
This week we started our first project. Before starting, Mr Vinod has given us the chance to add few more events we could choose as our theme for this project. These are the final 6 choices we can choose from:
- Russian Constructivism
- Bauhaus Design
- Punk Influence on Graphic Design
- Sophie Taeuber: Living Abstraction
- Sama - Sama RIUH
- Urbanscapes
I was contemplating between Riuh and Urbanscapes, however, after analysing the poster and research the background information regarding the events, I decided to go with Urbanscapes. This event is very interesting and evokes a modern, structured mood which could be seen in their website and poster.
Event Background research
Before starting my visual reference, I decided to do background research regarding what this event is about and what is their overall focus. The student representative that suggests this event has provided us with website link and a poster of the event itself.
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| Fig 1.1 Urbanscapes 2019 Poster |
Looking at the poster, I could see their colour scheme is playful but still maintain a cool, modern image. From the orange, blue and white colour palette I notice a lot of graphic elements which consist of a bridge, buildings and brick wall provided. Curiously, I started to google the title Urbanscapes which I found out means Urban Landscape.
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| Fig 1.2 Urbanscapes 2019 Website |
From the website itself, I found broader information of what the event would be. They have several different sections to the events and overall their event is entered on the theme creative art festival.
Visual Reference
After background research, I went ahead and look for several visual references that would suit this even image. I kept in mind the modern and structured mood I got from the poster as well as the playful colour combination. Since the theme is Urbanscapes, I wanted to have my key artwork correlated with the poster. Then, one element from the poster it selves jumps to my mind which is a brick wall.
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| Fig 1.3 Urbanscapes 2019 Brick Element |
I thought to myself, this could be a potential key artwork looking at the simplistic, structured and yet playful elements. I like how they use a combination of a fill-in brick and bordered brick. Therefore, I started to look for reference based on the structure of the brick.
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| Fig 1.4 Reference 1 |
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| Fig 1.5 Reference 2 |
This reference caught my eyes, the positioning of the letters seemed to be in a square box and it really built a shape around the logo it selves.
Sketches
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| Fig 1.6 Sketch 1 (02/05/2021) |
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| Fig 1.7 Sketch 2 I've done a lot of key artwork. In the end, I like my first idea and the last one. However, after feedback, Sir Vinod suggested that I go with the first one which I did.  Fig 1.8 Drafts |
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| Fig 1.9 Key Artwork Final Outcome (10/05/2021) |
Therefore, this is my final outcome for the keyword. Mr Vinod told me to use 2021 instead of the year of event its-elves.
Project 2B : Collateral (Week 7-10)
Poster
Drafts
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| Fig 2.0 Draft 1 (17/05/2021) |
This was my first trial for my poster, Mr Vinod told us to paste our key artwork and then work around them. I tried to play around with the square-shaped from my key artwork, However, I'm not satisfied with my outcome as it doesn't reflect what I had hoped. Therefore, I started to scratch and redesign everything again.
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| Draft 2 |
This time, I get the hang of it and started to see the big picture of the poster. I was able to play around with the key artwork more and started to experiment with the layout. I found the first one and the last one quite interesting. Mr Vinod also reminded us regarding our first exercises and apply them to our poster. I find my last design to be bilateral therefore I focus on balancing each side.
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| Fig 2.0 Draft 3 (9/05/2021) |
After feedback, I did minor correction and adjustments to my poster. I was left with two choices that capture my eyes. However, instead of keeping the background white, I decided to do the three primary colour as a background which I think works well with each other. I ask several of my friends to help me choose between these posters. The majority of my friends loves the blue or white on the second-row design which becomes my final outcome.
Final Outcome
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| Fig 2.1 poster final outcome - orange |
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| Fig 2.2 poster final outcome - white |
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| Fig 2.3 poster final outcome - Blue |
Animated Invite
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| Fig 2.4 Final Animated Invite |
Collateral
For collateral, sir Vinod said we only need to do two pieces. However, I was having a lot of fun that I designed several items. Furthermore, I didn't want my items to all look the same by placing the key artwork. Therefore, I did slight changes to each item except the banner. I kept in mind what my key artwork is and make sure all the items have the same key artwork and correlated yet unique with each other.
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| Fig 2.5 Collateral 1 - Banner |
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| Fig 2.6 Collateral 2 - USB Gift |
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| Fig 2.7 Collateral 3 - Name Tag |
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| Fig 2.5 Collateral 4 - T-shirt Merchandise |
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| Fig 2.6 final collateral Outcome |
Feedback
Week 6
Peers Feedback:
- It does looks like a key artwork that can be free-standing
- I like the last one, it looks really balanced between the filled word and the outline words.
- I think it's creatively related to the events since you take inspiration from there
- There are no unnecessary graphic elements
- The works has balanced between white and black spaces
- I really like how you deliberately make the inner line of the U unperfect which depicts the poster elements from the events
Specific Feedback:
- the second one has a lot of potentials
- try to look for a typeface that’s more unemotional
Week 7
General Feedback:
- we need to provide the whole title of the event
Specific Feedback:
- your design is good to go
Week 8
-Holiday-
Week 9
General Feedback:
- Type size shouldn’t be over 24pt
- Key artwork should be presented in the poster
- segregate information into logic
- Hierarchy needs to be shown
Specific Feedback:
- Don’t put too much spacing, you will loose the compactness of your key artwork
- Always look for alignment
- There was a unique empty space at the bottom which I could move around some part of the text
- instead of centre align, make the paragraph left or right allign to other elements
Reflection
Experience: This project's experience was fun! I really enjoyed this project a lot. At first, I admit I was confused as to what key artwork is. I was confused between key artwork as a poster or logo. However, after researching and look for reference from senior, I could see the image of what key artwork is. This project really brings out the creativity in us.
Findings: The most used software in typography is Indesign and Illustrator. I am still learning and there are still things that need improvements. I find myself enjoying more typography as Week, Years go on. From Typography to Advance typography, I find myself learning to understand typography and what typography really is. I also find myself understanding letter form better than Semester 1 ever since font design.
Further Reading
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| Urbanscapes Website |
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| Key Art: Creating Lasting Impression |
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