Advance typography - Task 2 - Context and Creativity

8/30/23 - 9/6/23 (Week 1)
Jessica Tjoe / 0361482
Typography/ BDCM/ Institute of Innovation and Technology
Task 2: Context and Creativity

Instructions

Lectures

Week 7- Lecture 5

Perception and organization

Perception is the way in which something is regarded, understood, or interpreted. Basically, how you see things.

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

Contrast and how it works

example of contrast

Contrast is important and used mostly for distinction, for example in a book there is a lot of textual information. And if contrast is not present the reader is going to have a very hard time differentiating information.

the examples above are ways people can pick apart different information. Another element we can add to differentiate information is using texture and direction.

Elements of contrast can be separated into the following; size, weight, form, structure, texture, colour and direction.

Size

The contrast of size provides a point to which the reader's attention is drawn. The bigger letter will always be noticed first compared to the smaller ones, and is most commonly found in in titles or headers.

Weight

Describes how bold type can stand out in the middle of lighter type of the same style. Other uses also include using rules and sport squares, it also creates a heavy area for a powerful point of visual attraction or emphasis.

Form

Contrast of form is the distiction between a capital letter and it's lower case equivalent, or a roman letter and it's italic variant. Condensed and expanded versions of typeface are also included under the contrast of form.

Structure

The different letterforms of different kinds of type faces.

Texture

By putting together the contrast of size, weight, form and structure and applying them to a block of text on a page you can create contrast.

Direction

Contrast of direction is the opposition between vertical and horizontal, and the angles in between. Turning one word on its side can have a dramatic effect of a layout.

Colour

The use of colour can be suggested that a second colour is often less emphatic in values than plain blackon white. Therefore it is important, to give thought on which element to emphasize and pay attention to.

Form

Refers to overall feel and elements that make up the typographic composition. Good typography tends to be visually intriguing to the eye, it leads from point to point and entertains the mind and leaves a memorable impression.

Organization

Gestalt - A German word meaning placed or put together.

Perceptual organization

1. Law of Similarity

2. Law of Proximity

3. Law of Closure

4. Law of Continuation
5. Law of Symmetry
6. Law of Simplicity

Law of Simplicity

Elements that are similar to each other tend to be perceived as a unified group. Similarity can refer to any number of features, including, colours, orientation, size, or indeed motion.

Law of Proximity

Law states items tend to be grouped together, whereas item further away from each other are less likely to be grouped together rather separated.

Law of Closure

Refers to the mind's tendency to complete figures or forms even if the image is incomplete.

Law of Continuation

Mind's tendency to perceive two or more objects as different, singular, and uninterrupted object even after they intersect.

Law of Symmetry/ Praganz

the mind perceives objects as being symmetrical and forming around a center point.

Task 2A - Key Artwork

What is a key artwork?

Also known as a key visual, a key artwork is artwork which is repeated across media such as posters, print, television and digital advertisements, streaming, etc.

Mind map

The topic of this assignment was essentially ourselves. Having to use our names, I needed to make a mind map. At first I was going to do a graffiti like design, but after looking deeper I decided to scrap that because...it's not me. I decided to focus on things I really like.

Mind map (9/20/23)

Mood Board

One thing I like in particular are Tim Burton movies. From Beetle juice to Coraline his movies have a very unique aesthetic. A very creepy goth like aesthetic and I was enamored with it.

Key artwork mood board (9/19/23)

Sketching

I took that aesthetic and tried writing my names in different font styles.

Key artwork Sketches (9/26/23)

Prototype

Prototype Key artwork (9/30/23)

This prototype has a lot of flaws, and a lot of these flaws could be seen here in the image presented below. Mainly the strokes are too thin to be seen and the ends are too sharp. In order to be printable onto merchandising changes would have to be made.

Prototype on a shirt (9/30/23)

Revision

After I had received feedback and a demonstration, I went back and made changes to the design. I still wanted to keep the prototype's original eccentricity and quirkiness. So I dulled down the blades and deconstructed the artwork with the help of my lecturer one by one until I ended up with this design still eccentric with thicker lines and dulled down edges.

Revised_Key artwork (9/30/23)

Task 2A_ Final Jpeg (9/10/23)

Task 2B

Color palette

For the next task we were given the assignment of adding color to our key artwork. The goal being to give our key artwork some life. Mr.Vinod our lecturer told us to treat the key artwork as if it is our personal brand.

Color palette experimentation (10/10/23)

In the beginning I wasn't so sure of what colours to use. I tried fitting in, using pastels but that just wouldn't for me. When you think about it my main inspiration was Tim Burton and his movies and the main colors usually seen are black, white, and red. In the end this made the final cut.

Final decision colour palette (10/10/23)

Collateral

The next task was to fit the type onto different things. I chose 2 tote bags and t-shirts both in black and white.

Collateral (10/10/23)

The concept was a halloween-esque town which fit in with my type perfectly since it had a lot of crooked buildings. And I tried to arrange it in a way that'll make the viewer want to visit that town if it was real.

Instagram

To much of my dismay we had to make an Instagram account for our task. It is honestly a marvel that my full name hasn't been taken. Below is a screen grab taken from the application. You can view this page by clicking the link below;

Instagram

Instagram account (10/10/23)

Key Artwork Animation

I was notified a bit late so I popped into Adobe after effect and animated a quick GIF using two of my designs.

Making keyartwork gif in After effects (10/18/23)

Animated Keyartwork 3.Gif

For this gif I animated letters swirling around like a hurricane inspired by classic Tim Burton.

Animated Keyartwork 4.Gif

The theme of this focuses more on the design of a town with clouds floating across the sky.

Final PDFs

Key Artworks

Key Artwork Animation GIF

Animated Key Artwork 3_Final.GIF

Animated Key Artwork 4_Final.GIF

Animated Key Artwork 3.PDF

Animated Key Artwork 4.PDF

Instagram Colateral

Instagram Colateral_final.jpg

Feedback

Week 4 - Specific...Place the C and A in the same line as the others that way, it would be easier to read

Week 5 - Specific... Make the strokes thicker, fill in the gaps and makes sure to merge everything into one vector.

Week 6 - General...make sure its legible. reduce the noise and it should be readable from afar

- Specific... colours need to be vibrant and strong find colours that can hold up to black

Week 7- specific... make the shirts and bags into a carousel, and remove the gradient. The image needs to have a different background.

Experience

Overall I had the chance to take a look at myself and what I feel that truly suits me best. But I hate the instagram account. It was not very fun for me to create.

Observation

Turns out you don't have to keep your name in one line when creating artwork.

Findings

Turns out Photoshop will make your first Gif into a PDF with all the frames intact but will not do the same for the second one. I feel this one is an error.

Further reading

Typography referenced by Allan Haley, Richard Poulin, Jason Tselentis,
Tony Sedon, Gerry Leonidas, Ina Saltz, Kathryn Henderson
with Taylor Alterman

When creating my Keyartwork I wanted a look that felt whimsical but still a bit rigid. Considering my aesthetic of choice, I chose to study Zapfina and Lubalin Graph. Fonts from the 20th century. These were the fonts that caught my eye and I inspired my key artwork off of that. having whimsical yet a grounded feel.

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Jessica Tjoe (0361482)

Advance typography - Task 2 - Context and Creativity

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