ADVANCED TYPOGRAPHY: TASK 2 KEY ARTWORK & COLLATERAL

 12/5/2025 - 15/6/2025 / Week 4 - Week 8

Cai Zihan / 0378043

Advanced Typography / Bachelor of Design in Creative Media / Taylor's University

 Task 2: Key Artwork & Collateral

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TABLE OF CONTENTS

1. Lectures

2. Instructions

3. Task 2 (A): Key Artwork

4. Task 2 (B): Collateral

5. Feedback

6. Reflections

7.Further Reading

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LECTURES

Lecture 5: Perception and Organization

1.Contrast

Fig 1.1 Contrast（week 5，19/5/2025）

To make design work and meaning pop out-clearly and unambiguously,and with flair.via the use of contrast intypography.

7 kinds of contrast:

Fig 1.2 7 kinds of contrast（week 5，19/5/2025）

Form：Originating from the Greek words "typos"(form)and "graphis'(writing).

Organisation /Gestalt:Gestalt is a german word meaning the way a thing has been "placed'or "put together".

The Law of Similarity is a Gestalt grouping law that states that elements that are similar to each other tend to be seen as a uniform group. Similarity can refer to any number of features, including color, orientation, size, or motion.

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Instructions

<iframe src="https://drive.google.com/file/d/11r2eebFmM713T91NTxPwAy3-4AhLPqew/preview" width="640" height="480" allow="autoplay"></iframe>

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Task 2 (A): Key Artwork

Instruction: 

• Create a wordmark/lettering of our own first name/pet name/pseudonym — minimum 4-5 character.
• Explore and compose as many permutations and combinations of your name in the form of a wordmark.
•  Final key artwork must be an elegant solution, well balanced and composed, not complicated or confusing that leads to a functional and communicate key artwork.

Mind-Map

Fig 2.1 Mind-Map（week 5，20/5/2025）

The professor asked us to select our own keywords using our mind maps.

The keywords I chose are: sharp and brave.

These are some references I found：

Fig 2.2 References（week 5，20/5/2025

I designed a few text logos based on your reference.

Fig 2.3 Moodboard（week 5，24/5/2025）

In class, the teacher evaluated the logo fonts we had created. The teacher's suggestion to me was to make the spacing between each letter consistent and align them on the same straight line.

Fig 2.4 Class schedule adjustments（week 6，26/5/2025）

In the end, I chose to design a hand-drawn style logo font and combined the above designs. This is my final design:

Fig 2.5 Final Design（week 6，27/5/2025）

This is the color palette I chose.

Fig 2.6 color palette（week 6，28/5/2025）

 I used Adobe Illustrator to separate the 's' part of this font and wanted to create a water ripple and water reflection effect.

Fig 2.7 Cut's'（week 6，1/6/2025）

Fig 2.8 water ripple（week 6，1/6/2025）

However, the results were not ideal, so I made some changes to the separated parts.

Finally, I made the following changes below the 's' and added some decorations next to the 'ribbon'.

Fig 2.9 Combining water ripples and 's'（week 7，5/6/2025）

Combine fonts with ribbons.

Fig 2.10 Final（week 7，5/6/2025）

Fig 2.11 animation（week 7，7/6/2025）

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Task 2 (B): Collateral

Begin Task 2B collateral (3 items), expand your key artwork with the knowledge gained today.

• Expand your key artworks identity into your chosen collateral.

• For inspiration view Pentagram site and study how identities are expanded.

Base image — rectangle/circle — convert to smart object — vanishing point — transform — add image to appropriate position — save — adjust — export.

To make it more realistic, I added shadows with a brush and adjusted the blending mode and opacity.

The paper bag was originally white, but I used Photoshop to change its color to pink, then changed the front of the bag to white, and added the logo and other decorations.

Fig 3.1 Paper bag Progress（week 7，6/6/2025）

Fig 3.2 Paper bag（week 7，6/6/2025）

Fig 3.3 Badge Progress（week 7，6/6/2025

Fig 3.4 Badge（week 7，6/6/2025）

     

Fig 3.5 Clothes（week 7，6/6/2025）

The image on the left is the original photo. I converted it to black and white and added the logo to the photo. I covered the ribbon on the letter “s” to create a winding effect.

Fig 3.6 black-and-white photograph（week 7，7/6/2025）

                                                                                                                                                                                

Instagram Link：instagram.com/caizihan79/

  

Fig 3.7  Instagram

（week 7，7/6/2025)

Fig 3.9 Badge（week7，7/6/2025）

Fig 3.10 Clothes（week7，7/6/2025）

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Task 2 Outcome Compilation

Fig 4.1 White wordmark on black background, Week 7 (10/06/2025)

Fig 4.2 Black wordmark on white background, Week 7 (10/06/2025)

Fig 4.3 Colour Palette，Week 7 （10/06/2025）

Fig 4.3 Wordmark in actual colours on lightest shade of colour palette,Week 7（10/06/2025

Fig 4.4 Wordmark in lightest shade of colour palette on darkest shade of colour palette, Week 7(10/06/2025)

Fig 4.5 Key Artwork Animation, Week 7 (10/06/2025)

                               Fig 4.6  Task 2A PDF Compilation, Week 7 (10/06/2025)

Fig 4.7 Collateral 1, Week 7 (10/06/2025)

Fig 4.7 Collateral 2, Week 7 (10/06/2025)

Fig 4.7 Collateral 3, Week 7 (10/06/2025)

Fig 4.8 Instagram Feed Design Layout, Week 7 (10/06/2025)

Instagram Link：instagram.com/caizihan79/

Fig 4.9 2 Screenshot of Instagram page, Week 7 (10/06/2025)

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Feedback

Week 5

General feedback: the professor explained our moodboard design font and explained that if you want to use elements in your hometown you should use elements that are obvious and visible.

Specific feedback: the professor asked me about my KEYWORDS, and I said BRAVE and SHARP, while the professor suggested that I KEYWORDS could go with CUTTING EDGE.

Week 6

General feedback:The professor evaluated our homework from last week and gave us reference animations for next week's homework.Use a color scheme that includes bright colors, dark colors, and complementary intermediate colors.

Specific feedback: For my assignment, the teacher required that each letter have the same spacing, and used AI to suggest that I could use the brush tool to create this font.

Week 7

General feedback:

The professor evaluated the fonts we designed during class and the embedded objects, and explained the tasks for the next week's independent study week.

Specific feedback:

Simply embedding text into objects allows for further expansion.

Week 8

General feedback:

The professor evaluated our assignments, Instagram grid, and animation, and informed us of the number of PDFs required for Task 2, clarified the assignment deadline, and provided a brief overview of the next task.

Specific feedback:

The professor suggested that we choose a portrait of ourselves, and that our logo animation should only contain the logo itself and not be too long.

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Reflections

Experience:

In this task, the professor asked us to write a mind map to find our own keywords, design our own logo using our keywords, change colors using a color palette, and then create brand extensions and post the actual products on Instagram.

Observation:

When searching for keywords to describe myself, many words came to mind, but none of them accurately described me. I spent a lot of time creating the dynamic animation for the logo. At first, I designed many logos, but I wasn't satisfied with any of them. In the end, it was only after looking at more materials and other people's work that I was able to design the final piece.

Findings：

Through this task, I learned how to create a logo and apply it to actual objects. It is a very meticulous process, as the color combination, font size, and spacing all determine success or failure.

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Further Reading

Fig 5.1

  《Typographic Design: Form and Communication 6ed-Rob Cater》, is a classic textbook on typeface design edited by Rob Carter, Ben Day, Philip B. Meggs, and others. It provides a comprehensive and systematic introduction to the theory, history, technology, and practice of typeface design.

1. Comprehensive Structural Design

Focusing on the fundamental elements of typeface anatomy, syntax, legibility, grid systems, and information layout, this section establishes a solid theoretical framework.  

2. Developmental Background

This book reviews the evolution of typesetting from handwriting to mechanical printing to digital typesetting, emphasizing the importance of mastering the fundamentals of typesetting for any medium design.

3. Typographic Form and Media Adaptation

The sixth edition introduces new content on “Media vs. Motion Typography,” delving into emerging trends such as screen typesetting and interactive typesetting, and introducing modern technologies like Generative Typography.

4. Real-World Case Studies

The book includes numerous full-color examples and case studies spanning multiple design fields such as print, web, and motion graphics, along with a teaching resource website to facilitate learning and instruction.

Fig 5.2