Advanced Typography: Task 2 Key Artwork & Collateral

on

20.05.25 -  11.06.25 (Week 5-8)

Celine Christabelle Patricia / 0374872 

Advanced Typography / Bachelors of Design (Hons) in Creative Media / The Design School

Task 2 / Key Artwork & Collateral

Table Contents

  1. Lectures
  2. Instructions
  3. Task
  4. Feedback
  5. Reflection
  6. Further reading

Lectures

Lecture 5: AdTypo_5_PerceptionAndOrganisation

Perceptions : what you see and understand

7 method to create contrast (Rudi Ruegg):
  1. Light vs Bold
  2. Condense vs Extended
  3. Organic vs machined
  4. 4. Roman vs Italic
  5. Small vs Larger
  6. Negative vs Positive
  7. Serif vs Sans Serif
  8. Ornate vs Simple
  9. Red vs Blue
Create contrast to create distinction

Contrast (Carl Dair):
  1. Contrast in Size
    • use bigger for headline
    • 1-2pt larger 
  2. Contrast in Weight
    • bold types stand out
    • create heavy area for attraction/emphasis
  3. Contrast of Form
    • Condense, Expand, Capital or small, Roman or Italic
  4. Contrast of Structure
    • Different letterforms of different kinds of typefaces
  5. Contrast of Texture
    • Putting together contrast in size, weight, form structure = Texture
    • Lines of type looked as whole
  6. Contrast of Color
    • Second color have less value than black or white. 
    • Too much color = distracting
  7. Contrast of Direction
    • Opposition between horizontal and vertical, different angles
Fig 1.1 - Carl Dair's vs Rudi Ruegg Rule of Contrast

Forms:
Overall look and feel of the elements that makes up the typographic composition 

Typography has 2 functions
  1. to represent a concept
  2. to do so in a visual form
Gestalt Theory
  • Principle of similarity
    • Similar objects as one whole even if they are together/one group
  • Principle of proximity
    • Elements that are close to each other grouped and positioned together. 
  • Principle of closure
    • Mind completes incomplete shapes in designs.
  • Principle of continuation
    • Follow the flow of the path of the design to see a continuous flow in the object. 
  • Principle of symmetry
    • Something symmetrical is seen as something unified. 
  • Principle of simplicity
    • Objects are seen in the foreground or background. 

Class sessions

Week 5
Task 2A feedback session

Week 6
Task 2B feedback session

Week 7
Continue Task 2B

Week 8
Task 2B feedback session, explanation on task 3

Instructions

Task 2A KeyArtwork 

Explore and compose as many permutations and combinations of your name in the form of a wordmark/lettering. The final key artwork must be an elegant solution, well balanced and composed, not complicated or confusing that leads to a functional and communicable key artwork. This key artwork will subsequently be used in Task 2(B) collateral.

Mindmap

Fig 2.0 - Mindmap

This is a mind map about myself. From my interest and hobbies, I realise that most of the things I like are cute things, which plays around something playful. By so, I decided to use my nickname and start searching for references that suits the characteristics of the pseudonym. 

Moodboard (References)

Fig 2.1 - Moodboard

This are the references I have found in order to execute the sketches. Something wobbly, flowy and playful, but at the same thing it also has a bold characteristics so it does not become too playful. 

Sketches

Fig 2.2 - sketches

The name is not serious, may be suitable for a FnB logo, Range of audience is limited


Digitalize


Fig 2.3 - Attempt 1

Name must be more serious, better keywords, the letter g is off among the other letters. The bowl of the g isn't the same as the "o", the rest "d, i, o, n" are acceptable.

Fig 2.4.1 - Fixation progress

Fig 2.4.2 - Final wordmark

In this attempt, I made the line-weight of each letters thinner, adjusting the bowl of the g and similarize it with the letter o, then I adjust the loop of the letter g to connect it with the letter n so it does not hang around awkwardly. 

Fig 3.1 - WordMark in black and white


Fig 3.2 - Color Trials

I did some trial and error on what complementary colors to use, from the 2 base complementary colors, and what light and dark shade that suits them the most. I looked for color references from ColorHunt and Pinterest, including looking at collateral references. I end up using Green and Pink as the complementary color.

Fig 3.2 - Color Palette

Hexcode:
  • F8EFCD
  • FAC8C9
  • 7BB042
  • 3140CF
  • 362019

Fig 3.3.1 - Wordmark with Color (1) Complementary Colors

Fig 3.3.2- Wordmark with Color (2) Complementary Colors

Fig 3.3.3- Wordmark with Color (3) Lightest and Neutral Color

Fig 3.3.4- Wordmark with Color (4) Lightest and Darkest Color

Animated Wordmark

Referring to Fig 3.4.1 and 3.4.2, I made the animation using after effects. Since my word mark has a playful essence, being funky and youthful, I decided to make the animation bouncy to reflect its character.  I added several keyframes to bounce the character, added easy ease to make the bounce smoother. 

There were several attempts, one was the letter "i" jumped into the word "dong" turning into diong, the other one was where the letter "i" jumped outwards again to create a loop. 

Fig 3.4.1 - Animation Progress
Fig 3.4.2 - Animation Progress (2)

Fig 3.4.3 - Animated Wordmark (1)

Fig 3.4.4 - Animated Wordmark (2) 

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Task 2A Final 

Fig 3.5.1 - Wordmark on black, Week 8 (14/06/25)

Fig 3.5.2 - Wordmark on white, Week 8 (14/06/25)

Fig 3.5.3 - Color Palette, Week 8 (14/06/25)

Fig 3.5.4 - Wordmark on Lightest and Neutral Color, Week 8 (14/06/25)

Fig 3.5.6 - Wordmark on Lightest and Darkest Color, Week 8 (14/06/25)

Fig 3.5.7 - Final Animated Wordmark, Week 8 (14/06/25)

Task 2B - Collateral

Mockups

Fig 3.6.1 - Progress 1, Cup Holder
I look for a mockup in Pinterest, and this picture suits my color mood board. First i remove the accessories on the cup, fix the coloring to similarize it with my green color. Then I add the word mark and fix the lighting.

Fig 3.6.2 - Progress 2, Self Portrait

The outfit is originally blue, so I decided to change the color to pink to match my color palette, adjusting the contrast to be inserted in the collateral. 

Fig 3.6.3 - Progress 3, Packaging Mockup

The mockup is originally white colored, so I colored it green to match the color palette, adding the wordmark, also add linear burn layer to emphasize the fold of the packaging. 

Fig 3.6.4 - Progress 4, Tote bag Mockup

The mockup is originally white colored, so I colored it pink to match the color palette, adding the wordmark, also add linear burn layer to emphasize the folds of the tote bag.  

Fig 3.6.5 - Progress 5, Clothes Mockup 

The mockup is originally beige colored, so I colored it green to match the color palette, adding the wordmark, also add linear burn layer to emphasize the folds of the t-shirt. I fix the lighting as well since the original picture was too bright. 

Fig 3.6.6 - Progress 6, Cup Mockups 

I used generative fill to remove the wordmark that was previously on the cup, next I put different colors of wordmark on the cup.

Fig 3.7.1 - Packaging mock up

Fig 3.7.2 - Cup Packaging

Fig 3.7.3 - Tote bag Mockup

Fig 3.7.4 - T-shirt Mock up 

Fig 3.7.5 - Cup holder with Cup packaging

Instagram

Fig 3.8 - Instagram Profile

Instagram Profile: 
https://www.instagram.com/its_diong?igsh=MXF1OTFycWxpemU1cA== 

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Task 2A Final Outcome

Fig 4.1 - Wordmark on black, Week 8 (14/06/25)

Fig 4.2 - Wordmark on white, Week 8 (14/06/25)

Fig 4.3 - Color Palette, Week 8 (14/06/25)

Fig 4.4 - Wordmark on Lightest and Neutral Color, Week 8 (14/06/25)

Fig 4.5 - Wordmark on Lightest and Darkest Color, Week 8 (14/06/25)
Fig 4.6 - Final Animated Wordmark, Week 8 (14/06/25)

Fig 4.7 - Final Wordmark (PDF) Week 8 (14/06/25)

Task 2B Final Outcome

Fig 5.0 - Collateral 1 Week 8 (14/06/25)


Fig 5.2 - Collateral 2 Week 8 (14/06/25)

Fig 5.3 - Collateral 3 Week 8 (14/06/25)

Fig 5.4 - Collateral 4 Week 8 (14/06/25)

Fig 5.5 - Collateral 5 Week 8 (14/06/25)
Fig 5.6 - Instagram Layout Week 8 (14/06/25)
https://www.instagram.com/its_diong?igsh=MXF1OTFycWxpemU1cA== 

Fig 5.7 - Screenshot of Instagram Page Week 8 (14/06/25)

Fig 5.8 - Task 2B Outcomes (PDF) Week 8 (14/06/25)
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Feedback

Week 5

General Feedback: Differentiate mark and word mark. If u associate certain marks into word mark, people tend to relate it with the object. Prevent that. Balance in symmetry is important in Word marks. 
Specific Feedback: If you go with bubbly font, you will reach lesser audience. Explore more moodboard

Week 6

General feedback: For the colors, 2 neutral shades, 2 middle color, dark shade, there is an entire spectrum. The middle shades are complementary and contrasting, 
Specific feedback: The letters dion is already acceptable, but the g needs to be reworked

Week 7

General feedback: Change in instagram layout, update in e-portfolio, finalize it in class
Specific feedback: No specific feedback for today

Week 8

General feedback: It does take time to expand the identity, to go beyond basic
Specific feedback: Expansion of the identity is still limited

Reflection

Experience
Creating the "diong" wordmark is deeply challenging yet rewarding experience. I initially assumed branding would be straightforward, but I soon realized that designing something simple yet memorable is very difficult. It took countless revisions to find the right balance of uniqueness and clarity. This task pushed me out of my comfort zone and forced me to consider not just how a wordmark looks, but how it feels and communicates. Every small tweak mattered, from the curves of the letters to the choice of color. This process taught me that branding is not just about design, but also the identity branding

Observation
Throughout this journey, I noticed that many of my classmates were also struggling to get their wordmarks right. That observation gave me reassurance that I wasn’t alone—it’s just a hard task for everyone. I also observed how easily a wordmark can be misread or misinterpreted when it resembles familiar objects or symbols. Feedback from Week 5 reminded me how important it is to separate marks from wordmarks to avoid unintended associations. I became more sensitive to balance and symmetry, especially as it affects how a wordmark is perceived. I also learned that even the font style, such as a “bubbly” look, can unintentionally limit your audience reach.

Findings
One key finding was how significant small design choices are. Fixing corrections from Mr. Vinod that helped improve the overall unity. I also discovered the importance of color theory in branding—using two neutrals, two midtones, and one dark shade allowed more flexibility in creating a visual identity. By Week 8, I realized that expanding a brand beyond a single wordmark takes time, and that my own brand expansion was still limited. However, this opened my eyes to how branding is never really "done”, but it’s an evolving process.

Further Reading

San Antonio Book Festival

Here I read about the wordmarks that have been made, as well as the vibrant color palettes used in the website. Each of the wordmark is created in 3 different main colors. The page documents Pentagram’s rebranding of the San Antonio Book Festival: a vibrant, culturally rooted identity system featuring a geometric wordmark, striking palette, and flexible branding tools.

Juzdan

This one is app wordmark design. The one that catches my eye is the different tones of color. It has middle color, the complementary ones, and the light and dark shade color.

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