ADVANCED TYPOGRAPHY | TASK 2 KEY ARTWORK & COLLATERAL
Cloverworks. (2024). Screenshot of Black Butler S4 EP 9. Retrieved April 22, 2025.
Loh Kai Xuan (0365780)
Advanced Typography
Task 2: Key Artwork & Collateral
TABLE OF CONTENTS
✦ Lectures
✦ Instructions
✦ Task 2
➤ Part A: Key Artwork
➤ Part B: Collateral
✦ Feedback
✦ Reflection
✦ Further Reading
1. LECTURES
Lec 01-04: Click Here
Lec 05: Perception & Organization
2. INSTRUCTIONS
3. TASK 2
➤ Part A: Key Artwork
After feedback, I was glad Mr. Vinod told us that one of my references "Mistlock" is called the Tuscan Serif. This way I can research even more now.
Finally, I decided to go backwards and start from the moodboard. I decided to focus on the meaning of my name and a specific aesthetic, Victory and Vintage. Mr Vinod suggested I use 1 and 3.
Colour Application
The main colour I chose is gold as it represents victory. Then I played around with some colours till it worked well.
Key Artwork Animation
After deciding on main designs, I started on the frame animation on Illustrator, then moved on to photoshop to arrange it into the timeline.
➤ Part B: Collateral
Website used for collateral
Unblast https://unblast.com/
I chose a few mockups based on my mindmap. I wanted to focus more on the vintage aesthetic that gives the old school nostalgic vibe yet still gives a bang!
After downloading the mockups, I used adobe photoshop to edit my designs onto the mockups. I also did a few variations of my wordmark in adobe illsutrator.
Instagram Link: https://www.instagram.com/k.a.i.x.u.a.n/
➤ TASK 2 FINAL COMPILATION
Instagram Link: https://www.instagram.com/k.a.i.x.u.a.n/
4. FEEDBACK
➤ Week 5:
General Feedback: Mr.Vinod gave feedback to everyone. Reminded us to focus on only black for now and do no use literal meanings of objects as our design.Specific Feedback: The concept is there, but I was reccomended to explore more styles and to balance my composition.
Specific Feedback: Mr. Vinod Reccomended me to restart from scratch so that I stop staying in the same mindset.
➤ Week 7:
General Feedback: Feedbacks were given to everyone in class.Specific Feedback: Explore more patterns and interesting shapes from my wordmark design.
➤ Week 8:
General Feedback: Complete Task 2.Specific Feedback: The TV does not look like a collateral. The TV does not look like a collateral. Animation good to go.
5. REFLECTION
Experience
This project we were tasked with designing a wordmark design which was my first time not being able to rely on just images. Not only that, it was an experience to learn about ourselves too.
Observations
I realized being complicated is hard, being simple is hard too. With how subjective designs are, being able to convinced people that your designs are good. Wordmark design needs alot of exploration and thinking to make it come to life.
Findings
I found out that I have bias towards certain designs and style but it doesn't mean I should abandon it just to go out of my box. I also learn that exploration is important and we cannot just be confined to our first our second design but to go further.
6. FURTHER READING
Typographic Systems by Kimberly Elam
Fig. 5.1. Typographic Systems by Kimberly Elam (2007), Week 7
During Week 7, I read further on this book. The axial system is easily understood and helps the designer develop a keen awareness of grouping, word space, letter space, leading, and composition.
Initial Phase
Fig. 5.2. Axial System by Kimberly Elam (2007), Week 7
✦ Understanding the axial system and organizing the message with line space and line breaks should be the initial focus.
Intermediate Phase
Fig. 5.3. Axial System by Kimberly Elam (2007), Week 7
✦ Once the designer has an understanding of the axial system, experimentation begins with word spacing, letter spacing, and leading. Negative space becomes important, as does the texture of the text.
Advanced Phase
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