Advanced Typography: Task 2 Key Artwork & Collateral

19/5/2025 - 17/6/2025 Week 4 - Week 9

Komugi Uchibori / 0363900

Advanced typography / Bachelor of Design (Hons) in Creative Media

Task 2 Key Artwork & Collatereal


TABLE OF CONTENT

  1. LECTURE
  2. INSTRUCTION
  3. TASK 2 - Key Artwork & Collateral
  4. Final Compilation
  5. FEEDBACK
  6. REFLECTION
  7. FURTHER READING

LECTURE

Week 5 - Perception & Organization

  • Perception in typography: deals with the visual navigation and interpretation of the reader via contrast, formthe organization of the content.

Fig.1-1 Contrast
Contrast: adds two more principles into the mix—texture and direction. Dair posits 7 kinds of contrast

  1. size
  2. weight
  3. contrast of form
  4. contrast of structure
  5. contrast of texture
  6. contrast of colour
  7. contrast of direction


Fig.1-2 Contrast of size
Size: provides a point to which the reader's attention is drawn, such as the use of the size in making a title or heading bigger or smaller.


Fig.1-3 Contrast of Weight
Weight: How the bold type can stand out in the middle of lighter type of the same style. Also, using rules, spot, squares is provided "heavy are" for a visual attraction or emphasis.


Fig.1-4 Contrast of Form
Form: distinct between capital letter and its lowercase equivalent, or a roman and its italic variant, condensed and expanded versions of typeface.


Fig.1-5 Contrast of Structure
Structure: means the different letterforms of different kinds of typefaces. E.g., a monoline sans serif and a traditional serif or an italic and blackletter.


Fig.1-6 Contrast of Texture
Texture: the way the lines of type look as a whole up close and from a distance by putting together the contrasts of size, weight, form, and structure, applied to a block of text on a page.


Fig.1-7 Contrast of direction
Direction: the opposition between vertical and horizontal, and angles in between. 


Fig.1-8 Contrast of color
Color: suggest that a second color is often less emphatic in values than plain black on white. It is important to give thought to which element needs to be emphasized and to pay attention to the tonal values of the colors that are used.


  • Form: referes to the overall look and feel of the elements that make up the typographic composition. It is the part that plays a role in visual impact and first impression.
Organization/Gestalt: emphasizes that the whole of anything is greater than its parts. Instead of breaking down thoughts and behavior into the smallest elements, you must look at the whole of the experience. In design, the components that make up the design is only as good as an elemental level; the sum of its parts is not greater than the whole or the overall form. Perceptual organization/grouping is as follows:
  1. Law of Similarity
  2. Law of Proximity
  3. Law of Closure
  4. Law of Continuation
  5. Law of Symmetry
  6. Law of Simplicity (Praganz)
  7. .....

Fig.1-9 The Law of Similarity & Proximity
The Law of Similarity: states that elements that are similar to each other tend to be perceived as a unified group, including color, orientation, size, or motion.

The Law of Proximity: states elements that are close together tend to be perceived as a unified group, whereas items further apart are less likely to be grouped together.


Fig.1-10 The Law of Closure & Continuation
The Law of Closure: refers to the mind's tendency to see complete figure forms even if a picture is incomplete.

The Law of Continuation: holds that humans tend to perceive each of two or more objects as different, single, and uninterrupted objects even when they intersect.


Fig.1-11 The Law of Symmetry
The Law of Symmetry: states the human brain tends to perceive objects as being symmetrical and forming around a central point. We are naturally drawn to balanced and orderly arrangements.

Fig.1-12 Example of The Law of Prägnanz
The Law of Praganz: states that our brain tends to perceive ambiguous or complex shapes in their simplest, most stable, and most organized form possible. 


INSTRUCTION



  • Task 2A
Timeframe: Week4 - Week 9
Deadline: 17/06/2025

Aim: To create an elegant, well-balanced, functional, and easy-to-understand wordmark using your first name or pseudonym.

Submission requirement:
  1. Black wordmark on white background
  2. White wordmark on black background
  3. Colour palette
  4. Wordmark in actual colours on lightest shade of colour palette
  5. Wordmark in lightest shade of colour palette on darkest shade of colour palette
  6. wordmark animation

  • Task 2B
Timeframe: Week4 - Week 9

Deadline: 17/06/2025

Aim: To expand your wordmark into collateral design and post them into IG.

Submission requirement:
  1. Collateral 1, 2, 3
  2. Instagram handle & link
  3. IG screen grab with good resolution. IG featuring 9 tiles (profile must feature a bio)

TASK 2 - Key Artwork & Collateral

Task 2A - Key Artwork

  • Mind map & Sketches
Fig.2-1 Mind Map (19/5/2025, week 4)
To begin with Task 2, I created a mind map based on "about me" for inspiration. I choose the three themes—game designer, night, and quiet person—respectively for digital sketches. 


Fig.2-2 Digital sketches (19/5/2025, week 4)
Based on the themes I chose, I created sketches of possible wordmarks of my name, Komu. I decided to use and explore "game designer" for the final wordmark.

  • Digitalization

Fig.2-3 Exploration in digitalization (24/5/2025, week 5)
 Above are some of my ideas along with the final digitalized process. I explored possible wordmark designs based on my sketches and selected a pixel-like style, taking my teacher’s advice into consideration. I combined each letter like a puzzle to reflect the playful, game-like feeling, expressing the design process visually. In the end I choose the final wordmark.
Fig.2-4 Final digitized wordmark (24/5/2025, week 5)

  • Color Application
Fig.2-5 Color application (1/6/2025, week 6)
After digitizing my design, I used Color Hunt to select a color palette that reflects my ideal identity, "game designer". Personally, I prefer cool colors, as my mind map includes themes such as night, quietness, and introspective elements. Following my teacher’s advice that the contrast between the lightest and darkest shades should be strong, I selected the palette at the top.

Fig.2-6 Selected color palette (1/6/2025, week  6)

  • Animation

Fig.2-7 Animation process (13/6/2025, week 8)
I used Adobe Illustrator and Photoshop for wordmark animation. The pixel element is the main feature of this wordmark. I intentionally slowed down the animation to evoke the feeling of puzzle games like Tetris. I also made the letters flash when they connect and made characters appear from the top and bottom, enhancing the sense of playfulness.


Fig.2-8 Final animation (13/6/2025, week 8)


  • Task 2A Final Outcome

Fig 2-9 Black wordmark on white background (2/6/2025, week 6)

Fig 2-10 White wordmark on black background (2/6/2025, week 6)

Fig 2-11 Color palette (2/6/2025, week 6)

Fig 2-12 Wordmark in lightest shade of colour palette on darkest shade of colour palette
 (2/6/2025, week 6)

Fig 2-13 Wordmark in actual colours on lightest shade of color palette (2/6/2025, week 6)



Fig 2-14 Animation  (13/6/2025, week 8)

Fig 2-15 Task 2A PDF (2/6/2025, week 6)



Task 2B - Collateral

  • Expansion
Fig.3-1 Expansion 1 (3/6/2025, week 6)
I expanded my wordmark into artworks for collateral. The first idea is that I extracted and duplicated the “O” from the wordmark and repeatedly combined it to create a new pattern.


Fig.3-2 Expansion 2 (3/6/2025, week 6)
The second idea consists of a self-portrait, a wordmark, and the result of my exploration of the letter “U.” I experimented with the form of “U” by changing its orientation, combining, and refining the curves. Additionally, this element is intended to resemble an HP gauge seen in games.

Fig.3-3 Expansion 3 (5/6/2025, week 6)
For the third idea, I inverted the colored portion of the previously extracted “O” to form a plus sign, and then I combined it with the shape developed in the second idea.


  • Creating Collateral

Collateral for headphone: https://unblast.com/mockups/

Fig.3-4 First attempt of 3 collateral (7/6/2025, week 7)
After creating expansion, I searched for the material for collateral and edited it with Photoshop to adjust the atmosphere of the IG design. Based on the advice that my overall pics are dark, I adjusted the lightness and color again.


Fig.3-5 Final 3 collateral (10/6/2025, week 8)


Fig.3-6 IG screenshot (11/6/2025, week 8)
Due to the change of lightness and color of 3 collaterals, the atmosphere of the IG becomes lighter on the right. Adding wordmark animation and changing the orientation of the color palette make them more attractive compared to the time when I created individual expansions and others.


  • Final Outcome
Fig 3-1 Collateral: headphone (10/6/2025, week 8)

Fig 3-2 Collateral: keychain (10/6/2025, week 8)

Fig 3-3 Collateral: smartphone (10/6/2025, week 8)

Fig 3-4 IG design layout (11/6/2025, week 8)



Instagram link: @komuiuiu


Fig 3-5 IG screenshot 1 (11/6/2025, week 8)


Fig 3-6 IG screenshot 2 (11/6/2025, week 8)


Fig 3-7 Task 2B PDF  (12/6/2025, week 8)


Final Compilation
Fig 4-1 Black wordmark on white background (2/6/2025, week 6)

Fig 4-2 White wordmark on black background (2/6/2025, week 6)

Fig 4-3 Color palette (2/6/2025, week 6)

Fig 4-4 Wordmark in lightest shade of colour palette on darkest shade of colour palette
 (2/6/2025, week 6)

Fig 4-5 Wordmark in actual colours on lightest shade of color palette (2/6/2025, week 6)


Fig 4-6 Animation  (13/6/2025, week 8)


Fig 4-7 Task 2A PDF (2/6/2025, week 6)

Fig 4-8 Collateral: headphone (10/6/2025, week 8)

Fig 4-9 Collateral: keychain (10/6/2025, week 8)


Fig 4-10 Collateral: smartphone (10/6/2025, week 8)


Fig 4-11 IG design layout (11/6/2025, week 8)


Instagram link: @komuiuiu


Fig 4-12 IG screenshot 1 (11/6/2025, week 8)


Fig 4-13 IG screenshot 2 (11/6/2025, week 8)


Fig 4-14 Task 2B PDF  (12/6/2025, week 8)


FEEDBACK

Week 5: No need for complicated shapes like game controllers; just choose a simple shape. Also at this stage the one with the keyboard is not understandable, so make it refined. Pixel one is good, so continue to explore.

Week 6: The personal feedback is checking if someone who doesn't know my name can spell it out correctly from the wordmark. Adding a square on A4. Other than that, there's no problem.

Week 7: I showed 4 expansion designs and got approval.

Week 8: As for the personal, my expansion is good. But the color is a bit darker in IG. 

REFLECTION

EXPERIENCE
This task was fun for me because I had to create a wordmark based on a specific theme related to myself, using only text while still conveying the theme. Thinking about how to express that in a simple way was quite challenging. Simplicity with intention is very difficult to achieve. I struggled with how to combine my name with pixel-like letters, how to animate them, and other design decisions. As I continued designing, the wordmark gradually improved, which made me happy. Also, creating the expansion required elements referenced from the wordmark, and I think I was able to develop the ideas creatively.

OBSERVATION
In this task, I realized how amazing it is that various famous brands are able to embed their intentions and brand impressions into their wordmarks. We can recognize them wherever we are and have a consistent impression of them. Additionally, they are easy to remember due to their simplicity. I also realized that color plays a crucial role in establishing a brand’s impression. While designing collateral for Instagram, I found it challenging to maintain a consistent and cohesive visual atmosphere.

FINDING
I found that a wordmark is not just something simple. It carries a lot of intention and effort to tell the story behind from a brand to person, including its name and background. The shape of the letterforms and the choice of colors both contribute to the impression it gives, which make it easier for people to remember.


FURTHER READING

Fig.5-1 Typographic Design Form Communication 6ed-Rob Carter (21/5/2025, week 4)


I read the chapter "The anatomy of letterform" to deepen understanding of how leterform are created and to be able to apply them when I produce the original letters. Notes are as following:

 
Fig.5-2 Extracted structure form capital letter & basci parts of letterform
(21/5/2025, week 4)
The basic shape of each capital letter can be extracted from the structure consists of a bisected square, a circle, a triangle, an inverted triangle, and two smaller circles.
  • The body height of lowercase paced at the x-height.
  • The tops of capitals align with the capline. 


Fig.5-3 The propotion of letterform (1/6/2025, week 6)
The propotion of letterform have considerable impact upon the visual appearance of a typeface:
  • Stroke-to-height ratio
  • Contrast in stroke weight
  • Expanded and condensed styles 
  • x-height and proportion


To achieve visual harmony and a consistent tone throughout a font, the contrast between thick and thin strokes within each character remains uniform is important. Additionally, the letterforms themselves must be optically aligned to ensure an even visual spacing and balance.


Fig.5-4  Shared parts in the letterform (13/6/2025, week 8)
Combining repeated curves, verticals, horizontals, and serifs results in typographic designs diversity and coherence.


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