Advanced Typography | Task 2: Key Artwork
20/5/24 - 21/6/24 | Week 5 - 9
Iman Mikudim | 0338004 | Section 3
Course Name | Bachelor of Design (Hons) in Creative Media
Task 2: Key Artwork
SECTIONS
| Feedback
INSTRUCTIONS
Part 1 | Key Artwork
1. Brief
We are tasked to create a key artwork using our first name or pseudonym. The key artwork is a wordmark/lettering, but it is also an artwork. A wordmark/lettering is used to identify a person but it is also used as an artwork that might adorn a lapel pin/T-shirt/poster (collateral).
We are required to explore
and compose as many
permutations and
combinations of our 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.
2. Process
For my wordmark, I
knew I wanted it to
have a more organic
and natural shape and
feel because I thought
it would complement my
calm/chill and
minimalist
personality.
Fig 1.2
Sketches of Wordmark |
Week 5 (20/5/24)
After a few sketches,
I decided that I
preferred the sketches
on the middle and
right sides of the
pages because they
were the most
aesthetically
pleasing.
Fig 1.3
Construction of Wordmark
| Week 5 (21/5/24)
I then used
Illustrator to
create the wordmark,
following the
guidelines taught to
us by Mr. Vinod in
our previous
Typography
module.
Fig 1.4
Ideation of Wordmark |
Week 5 (21/5/24)
From there, I
also began to
explore different
variations of the
wordmark, as well
as potential
patterns for the
mockups in the
second part of the
task.
Fig 1.5
Initial Refinement
Process of Wordmark
| Week 6
(27/5/24)
After receiving
feedback from Mr.
Vinod, I made some
refinements to the
wordmark after the
comments he
made:
-
Make spacing
between
letterforms
closer.
-
Don't ever have
sharp edges that
seem as if it's
never-ending,
have either
square/rounded
shaped
edges.
-
The letter 'K'
does not need to
be shaped like a
leaf because the
letter 'M'
already
represents the
wordmark's main
focus.
Fig 1.6
Printing of
Wordmark (Initial
vs. Final) | Week
6 (27/5/24)
Before
finalizing our
wordmark, Mr.
Vinod instructed
us to print it
on A4 paper to
ensure that it
is visible in
smaller sizes,
particularly if
it is to be
printed on our
collaterals
later. After
printing the
first page, Mr.
Vinod pointed
out that the
letter spacing
should be the
same width as
the letter
stems.
Fig 1.7
Final
Refinement
Process of
Wordmark | Week
6 (27/5/24)
Fig 1.8
Final
Wordmark
Design | Week
6 (27/5/24)
Fig 1.9
Different
Colour
Combinations
for Key
Artwork | Week
6
(27/5/24)
Before
completing
the first
part of this
task, we
must choose
a colour
palette from
the website
Color Hunt,
noting not
to choose
colours that
are too
similar in
shades, but
rather have
some form of
contrast
while
complementing
each other
at the same
time (light,
mid-tone,
dark,
highlight/accent).
Mr. Vinod
provided
feedback,
stating that
all of the
colours
chosen were
acceptable,
but
preferred
the colour
palette I
had
highlighted
in Fig.
1.9.
After a few sketches,
I decided that I
preferred the sketches
on the middle and
right sides of the
pages because they
were the most
aesthetically
pleasing.
I then used
Illustrator to
create the wordmark,
following the
guidelines taught to
us by Mr. Vinod in
our previous
Typography
module.
From there, I
also began to
explore different
variations of the
wordmark, as well
as potential
patterns for the
mockups in the
second part of the
task.
After receiving feedback from Mr. Vinod, I made some refinements to the wordmark after the comments he made:
- Make spacing between letterforms closer.
- Don't ever have sharp edges that seem as if it's never-ending, have either square/rounded shaped edges.
-
The letter 'K'
does not need to
be shaped like a
leaf because the
letter 'M'
already
represents the
wordmark's main
focus.
Before
finalizing our
wordmark, Mr.
Vinod instructed
us to print it
on A4 paper to
ensure that it
is visible in
smaller sizes,
particularly if
it is to be
printed on our
collaterals
later. After
printing the
first page, Mr.
Vinod pointed
out that the
letter spacing
should be the
same width as
the letter
stems.
Before completing the first part of this task, we must choose a colour palette from the website Color Hunt, noting not to choose colours that are too similar in shades, but rather have some form of contrast while complementing each other at the same time (light, mid-tone, dark, highlight/accent).
Mr. Vinod
provided
feedback,
stating that
all of the
colours
chosen were
acceptable,
but
preferred
the colour
palette I
had
highlighted
in Fig.
1.9.
Final Key Artwork
Fig 1.10 Final Key
Artwork (Wordmark)
Black on
White | Week 6
(27/5/24)
Fig 1.11
Final Key Artwork
(Wordmark) White on
Black | Week 6
(27/5/24)
Fig
1.12 Final
Key Artwork
(Wordmark)
Colour Palette
| Week 6
(27/5/24)
Fig 1.13
Final Key
Artwork (Wordmark)
in Actual
Colours | Week 6
(27/5/24)
Fig 1.14
Final Key
Artwork (Wordmark) in
Lightest Shade on
Darkest Shade |
Week 6
(27/5/24)
Part 2 | Key
Collateral
1. Brief
Task 2B is a continuous task
from Task 2A. We are tasked to
design a t-shirt, lapel pin,
etc., an animated key artwork
and an Instagram account (or
as instructed in class)
transforming the key artwork
into a brand. The output must
result from in-depth
exploration and must
communicate both visually and
textually the desired message
and mood set by the key
artwork and its
function.
2. Process
(i) Visual References
Fig 2.1
Visual References |
Week 7 (3/6/24)
I wanted my designs to
have a clean, minimalist
aesthetic. So I looked up
and referred to other
mockup designs that
featured a lot of simple
or repetitive
patterns.
(ii) Expansion of Wordmark
Fig 2.2
Mockup Designs | Week 8
(10/6/24)
All collateral
designs were created
using Adobe
Illustrator. Before I
started working on the
mockups, I laid out a
general and rough
layout of my designs,
including repeated
patterns of the letter
'M' from my
wordmark. However, after doing
this, I realized that
knowing the mockup's
dimensions would make
designing much
easier.
(iii) Collaterals
My concept for the
collaterals was to base my
brand identity on a tea
shop, which I believed
would represent my
calm/chill personality. I
chose 4 types of
collateral: tin
containers, pouch bags,
ceramic mugs, and
paper/plastic cups.
Below are links to the
websites I used for my
mockups and edited in
Adobe Photoshop.
-
Unblast: https://unblast.com/mockups/
-
Graphic Pear: https://www.graphicpear.com/mockups/
Collateral #1 - Pouch Bags
Fig 2.3 Pouch #1 -
Testing Design Layouts |
Week 8 (10/6/24)
This was my first time
creating a mockup in
Photoshop, so I chose the
first pouch design I saw
and applied my designs to
it to get a general sense
of whether I liked how it
looked or not.
Fig 2.4 Pouch #2 | Week 8
(10/6/24)
After applying the
designs to the first
mockup, I realized I
didn't like the crumpled
texture, so I looked for
another mockup with a
clean and flat
texture/surface, giving
it a more minimalist and
modern feel.
Fig 2.5
Final Pouch Mockup |
Week 8 (10/6/24)
Collateral #2 - Ceramic Mugs
Fig 2.6 Mug #1 | Week 8
(12/6/24)
For the mug mockup,
I decided to use
only patterns from
my expansion that
did not include the
full wordmark or
slogan. Although
I was pleased with
how it looked, the
mockup I chose did
not allow me to
change the color of
the mug's handles,
which I wanted to
experiment with.
Fig 2.7 Mug
#2 | Week 8
(12/6/24)
The second
mug mockup I
found had a
more
aesthetic
feel to it,
and I liked
the overall
shape, so I
went with
it. I
experimented
with
different
applications
of the
colours
inside the
mug as well
as the
handles, and
eventually
settled on
the mugs
with
solid-coloured
handles and
coloured
insides. I
also decided
to mix and
match both
patterns in
the
mockup.
Fig 2.8 Final
Mug Mockup |
Week 8
(12/6/24)
Collateral #3 - Tin
Containers
Fig 2.9 Tin #2 | Week 8
(14/6/24)
For the first mockup,
I wanted to try
experiment with a
round tin
container. After
applying the designs,
I realized the mockup
looked more like those
food/oil containers
than a tea container,
so I went ahead and
found square-shaped
containers to see how
it looked instead.
Fig 2.10 Tin #1 | Week 8
(14/6/24)
For the second
mockup, I wanted to
try something new by
applying the
patterns to the
container lids,
which I thought was
interesting;
however, I wanted my
designs to be
consistent
throughout all
mockups, and I
noticed that my
other mockups had no
patterns on the
openings of the
pouch bag or the
handles of the cups,
for example.
Fig 2.11 Tin #3 | Week 8
(14/6/24)
For the third
mockup, I chose a
mockup that showed
both the front of
the container and
the container's lid
from the top down. I
initially put the
entire wordmark with
the slogan on the
container's lid, but
to keep things
simple, I realized
that putting the
wordmark of the
letter 'M' was
enough to signify
the branding.
Fig 2.12 Final Tin Mockup
| Week 8 (14/6/24)
Collateral #4 -
Paper/Plastic Cups
Fig
2.13 Cup #1 | Week 8
(16/6/24)
For the first
mockup, I
experimented
with different
combinations
of the same
pattern and
wordmark
slogan, as
well as
variations
using only
patterns. I
also
experimented
with different
caps to see
how the cups
would look
with both
standard white
caps and caps
that matched
the cups'
colours.
However, I
realized that
I wanted the
mockup to
include both
cups, each
with its own
lid, so I went
ahead and
looked for
another
mockup.
Fig
2.14 Cup #2 |
Week 8
(16/6/24)
The
second
mockup
shows
two
cups,
both
with
lids,
and
while I
was
satisfied
with the
mockup
and
wanted
to
settle
for it,
I wasn't
sure if
I liked
the
material/texture
and
decided
to look
for
alternatives.
Fig
2.15 Cup #3 |
Week 8
(16/6/24)
The third
and final
mockup I
found had
three cups
rather
than two,
which I
thought
was great
because I
wanted to
have more
variety to
showcase
the
various
designs on
the cups.
I
experimented
with
different
arrangements
of the
design for
the cups
and
eventually
settled on
one.
Fig 2.16 Final Cup
Mockup | Week 8
(16/6/24)
(iv) Self-Portrait
Fig 2.17
Portrait (Original
& Photoshopped) |
Week 9 (18/6/24)
Fig 2.18 Portrait
(Wordmark Pattern
Design) | Week 9
(18/6/24)
For my
portrait, I
wanted to
emphasize the
repeated
patterns of
the letter 'M'
in my wordmark
over the
checkered ones
because I felt
that design
had already
been heavily
used in my
mockups. I had
planned to use
a single color
pattern, but I
decided it
would be
better to show
both of the
colors used
throughout my
mockup.
Fig
2.19 Final
Self Portrait |
Week 9
(18/6/24)
(v) Animation
Fig 2.20 Wordmark
Animation Process | Week
9 (20/6/24)
I kept the wordmark
animation simple for
two reasons: first,
it corresponds to
the
theme/personality
I've been
incorporating
throughout my
designs, and second,
I'm terrible at
animations. I wanted
to try a fresh
approach with After
Effects, so I
created a subtle
animation that shows
the letter M first,
followed by the rest
of the letters in
the wordmark.
Fig 2.21 Final Wordmark
Animation | Week 9
(20/6/24)
(vi) Instagram Layout
Fig 2.22 Instagram Layouts |
Week 9 (20/6/24)
For the Instagram layouts,
I had two ideas: spread the
collateral out in the four
corners of the page or in
the corners of a plus
symbol. I preferred the
first design because it felt
more visually balanced than
the other two layouts.
I wanted my designs to have a clean, minimalist aesthetic. So I looked up and referred to other mockup designs that featured a lot of simple or repetitive patterns.
(ii) Expansion of Wordmark
All collateral
designs were created
using Adobe
Illustrator. Before I
started working on the
mockups, I laid out a
general and rough
layout of my designs,
including repeated
patterns of the letter
'M' from my
wordmark. However, after doing
this, I realized that
knowing the mockup's
dimensions would make
designing much
easier.
(iii) Collaterals
My concept for the
collaterals was to base my
brand identity on a tea
shop, which I believed
would represent my
calm/chill personality. I
chose 4 types of
collateral: tin
containers, pouch bags,
ceramic mugs, and
paper/plastic cups.
Below are links to the websites I used for my mockups and edited in Adobe Photoshop.
- Unblast: https://unblast.com/mockups/
-
Graphic Pear: https://www.graphicpear.com/mockups/
Collateral #1 - Pouch Bags
This was my first time
creating a mockup in
Photoshop, so I chose the
first pouch design I saw
and applied my designs to
it to get a general sense
of whether I liked how it
looked or not.
After applying the
designs to the first
mockup, I realized I
didn't like the crumpled
texture, so I looked for
another mockup with a
clean and flat
texture/surface, giving
it a more minimalist and
modern feel.
Collateral #2 - Ceramic Mugs
For the mug mockup,
I decided to use
only patterns from
my expansion that
did not include the
full wordmark or
slogan. Although
I was pleased with
how it looked, the
mockup I chose did
not allow me to
change the color of
the mug's handles,
which I wanted to
experiment with.
The second
mug mockup I
found had a
more
aesthetic
feel to it,
and I liked
the overall
shape, so I
went with
it. I
experimented
with
different
applications
of the
colours
inside the
mug as well
as the
handles, and
eventually
settled on
the mugs
with
solid-coloured
handles and
coloured
insides. I
also decided
to mix and
match both
patterns in
the
mockup.
Collateral #3 - Tin Containers
For the first mockup,
I wanted to try
experiment with a
round tin
container. After
applying the designs,
I realized the mockup
looked more like those
food/oil containers
than a tea container,
so I went ahead and
found square-shaped
containers to see how
it looked instead.
For the second
mockup, I wanted to
try something new by
applying the
patterns to the
container lids,
which I thought was
interesting;
however, I wanted my
designs to be
consistent
throughout all
mockups, and I
noticed that my
other mockups had no
patterns on the
openings of the
pouch bag or the
handles of the cups,
for example.
For the third
mockup, I chose a
mockup that showed
both the front of
the container and
the container's lid
from the top down. I
initially put the
entire wordmark with
the slogan on the
container's lid, but
to keep things
simple, I realized
that putting the
wordmark of the
letter 'M' was
enough to signify
the branding.
Collateral #4 - Paper/Plastic Cups
For the first
mockup, I
experimented
with different
combinations
of the same
pattern and
wordmark
slogan, as
well as
variations
using only
patterns. I
also
experimented
with different
caps to see
how the cups
would look
with both
standard white
caps and caps
that matched
the cups'
colours.
However, I
realized that
I wanted the
mockup to
include both
cups, each
with its own
lid, so I went
ahead and
looked for
another
mockup.
The
second
mockup
shows
two
cups,
both
with
lids,
and
while I
was
satisfied
with the
mockup
and
wanted
to
settle
for it,
I wasn't
sure if
I liked
the
material/texture
and
decided
to look
for
alternatives.
The third
and final
mockup I
found had
three cups
rather
than two,
which I
thought
was great
because I
wanted to
have more
variety to
showcase
the
various
designs on
the cups.
I
experimented
with
different
arrangements
of the
design for
the cups
and
eventually
settled on
one.
(iv) Self-Portrait
Fig 2.18 Portrait (Wordmark Pattern Design) | Week 9 (18/6/24)
For my
portrait, I
wanted to
emphasize the
repeated
patterns of
the letter 'M'
in my wordmark
over the
checkered ones
because I felt
that design
had already
been heavily
used in my
mockups. I had
planned to use
a single color
pattern, but I
decided it
would be
better to show
both of the
colors used
throughout my
mockup.
(v) Animation
I kept the wordmark
animation simple for
two reasons: first,
it corresponds to
the
theme/personality
I've been
incorporating
throughout my
designs, and second,
I'm terrible at
animations. I wanted
to try a fresh
approach with After
Effects, so I
created a subtle
animation that shows
the letter M first,
followed by the rest
of the letters in
the wordmark.
(vi) Instagram Layout
For the Instagram layouts,
I had two ideas: spread the
collateral out in the four
corners of the page or in
the corners of a plus
symbol. I preferred the
first design because it felt
more visually balanced than
the other two layouts.
Final Key Collateral
Fig 2.23 Final Collateral
#1 | Week 9 (20/6/24)
Fig 2.24 Final Collateral
#2 | Week 9 (20/6/24)
Fig 2.25 Final Collateral
#3 | Week 9 (20/6/24)
Fig 2.26 Final Collateral #4 |
Week 9 (20/6/24)
Fig 2.27 Final Key Artwork
Animation | Week 9 (20/6/24)
Fig 2.28 Desktop
Screengrab | Week 9 (20/6/24)
Fig 2.29 Close-up of Instagram
Page | Week 9 (20/6/24)
FEEDBACK
Part 1 | Key Artwork
Week 5 (20/5/24)
Absent (Sick).
Week 6 (27/5/24)
General Feedback:
-
A good colour scheme is
colours that aren't too
similar in shades, rather
there's some form of
contrast yet complement each
other (light, mid-tone, dark,
highlight/accent).
Specific Feedback:
-
Make spacing between
letterforms closer.
-
Don't ever have sharp edges
that seem as if it's
never-ending, have either
square/rounded shaped
edges.
-
Not necessary for the
letter K to have
leaves.
-
Don't think of the
animation yet, focus on the
wordmark first.
Week 6 (27/5/24)
Part 2 | Key
Collateral
Week 7 (3/6/24)
*Public holiday*
Week 8 (10/6/24)
*Independent learning week
(IDL)*
Week 9 (17/6/24)
*Public holiday*
REFLECTIONS
Experience
Working on the assignment to
create key artwork (wordmark)
and associated collaterals was
both interesting and
enjoyable. This task allowed
me to investigate the
practical aspects of branding,
bringing my creative ideas to
life in a variety of
applications. However,
technical difficulties with my
laptop slowed my progress,
forcing me to restart a week's
worth of work from scratch.
This setback was both
frustrating and challenging,
affecting not only this
project but also my work on
other modules.
Observations
Throughout this task, I
realized how important a
well-designed wordmark is in
establishing a brand's visual
identity. A wordmark must be
distinct and versatile,
effectively communicating the
brand's essence across
multiple platforms and
materials. Furthermore,
applying the wordmark to
various collaterals
necessitates careful
consideration to ensure
consistency while adapting to
specific uses. The technical
issues with my laptop
highlighted the importance of
regular backups and
contingency plans, reminding
me of the dangers of relying
solely on digital devices.
Findings
This experience taught me a
number of valuable lessons.
Designing a wordmark is an
important step in branding
because it requires creativity
and precision to capture the
brand's identity and ensure
versatility. The use of the
wordmark on various
collaterals must be carefully
considered in order to
consistently communicate the
brand's message. The technical
setbacks I faced highlighted
the importance of being
technically prepared, with
regular backups and
alternative solutions to
address unforeseen issues.
Despite the difficulties, this
experience taught me
adaptability and resilience,
allowing me to turn setbacks
into opportunities to
fine-tune and improve my
work.
FURTHER READINGS
Article | Wordmark Logo Design
Fig 3.1 Wordmark Logo Design by Rashana
(i) Introduction
- Logos are crucial for branding, serving as the business's face and creating lasting impressions.
- Wordmark logos, also known as logotypes, use typography and lettering to represent a brand’s name distinctively.
(ii) What is a Wordmark Logo?
- A wordmark logo is a typographic representation of a brand’s name or a meaningful word for the business.
- It focuses solely on letter arrangement and visual appeal, unlike symbol-based logos.
- Examples: Coca-Cola, Google, and FedEx use their typographic design to create strong brand associations.
(iii) The Power of Wordmark Logos
- Wordmark logos ensure immediate brand recognition by putting the brand name at the forefront.
- They help businesses showcase their unique identity and style through creative typography.
- These logos are essential for creating brand awareness and loyalty, especially for new businesses.
(iv) The Creative Process of Designing Wordmark Logos
1. Understand Your Brand Identity:
- Define the brand’s personality, values, and the message to be conveyed.
- This understanding forms the foundation for the logo design.
2. Typography Matters:
- The font choice significantly impacts brand perception.
- Fonts should be legible, scalable, and reflect the brand’s personality.
3. Letter Arrangement:
- Focus on a balanced and harmonious composition.
- Experiment with kerning, leading, and spacing to ensure visual appeal and legibility.
4. Colour Psychology:
- Colours evoke specific emotions and associations.
- Choose a colour palette that aligns with the brand’s personality and message.
5. Timeless Appeal:
- Aim for a design that remains relevant over time.
- Avoid overly complex elements that may become outdated.
(v) Wordmark Logo Examples: From Timeless Classics to Modern Marvels
Fig 3.2 Coca Cola Logo1. Coca-Cola: Uses a distinctive script font that exudes timeless elegance.
Fig 3.3 Google Logo2. Google: Features a playful and modern font with bold primary colours.
Fig 3.4 FedEx Logo3. FedEx: Incorporates an arrow in the negative space between "E" and "X," symbolizing speed and efficiency.
Fig 3.5 Disney Logo4. Disney: Whimsical and curvaceous font capturing the brand’s enchanting storytelling.
(vi) Conclusion
- A wordmark logo is a powerful tool for creating a memorable brand identity.
- Understanding typography, letter arrangement, and colour psychology is crucial.
- Wordmark logos focus on typography and lettering to creatively represent a brand’s name.
