Advanced Typography - Task 2 Keywork and Collateral

13/05/2025 - 17/06/2025 (Week 4 – Week 8) 

Yong Sun Lu / 0376945 

Typography / Creative Media / School of design 

Task 2 / Keywork and Collateral

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TABLE OF CONTENTS 

1. Lectures 

2. Instructions 

3. Exercises

4. Final Outcome

5. Feedback 

6. Reflections 

7. Further Reading 

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Lectures

7 Types of contrast by Carl Dair

Fig 1.1. 7 Types of contrast by Carl Dair, Week 5 (20/05/2025)

Methods of creating contrast

• Size: Contrasting the size of text creates a visual hierarchy, making larger text the focal point and smaller text subordinate.
• Weight: Changing the weight of text (bold, lighter) can make elements stand out or blend in.  Bold type can stand out against lighter text.
• Form: Differentiating between capital and lowercase letters or using different typefaces.
• Contrast: Different fonts called weights and styles can help organize and emphasize information like bold vs. light, upper case vs. lower case, or Roman vs. italic.
• Texture: The overall appearance of type can create visual interest.
• Direction: Mixing vertical and horizontal text can create dynamic layouts.
• Color: Thoughtful use of color can enhance contrast but must be applied carefully to avoid confusion.

Instructions

Task 2A Key Artwork

Mind Map

We started with making a mind map containing the info about our personalities.

Fig. 2.1. Mind Map Week 5 (16/05/2025)

Sketches & Digitization

So for the sketches, i have multiple because i was not able to understand the lecturer's instructions.

Fig. 2.3 Sketch 1 Week 5 (18/05/2025)

This is my first sketch and the lecturer said it is too complicated.

Fig. 2.4. Sketch 2 Week 6 (27/05/2025)

The second one it's suppose to be SCORE but the lecturer said it's unreadable.

Fig. 2.5. Sketch 3 Week 6 (27/05/2025)

This is my third one and when i showed it to the lecturer he said "it's suppose to be you alias or your name not any other word".

Fig. 2.6. Sketch 4 Week 6 (27/05/2025)

And then came this one and this has not yet been shown to the lecturer but i think this should be susceptible.

Fig. 2.6. Final Digitized Key artwork Week 6 (27/05/2025).jpg

Color Palette

Since my word had something to do with sporty and other similar things like that i went to Color Hunt and look for a color palette that fits my keyword and the word it self and eventually i found the one that i like.

Fig. 2.7. Color Palette Week 6 (27/05/2025)

After choosing the color palette that i want to use i apply them to my word mark.

Fig. 2.8. Applied Color Palette Week 6 (27/05/2025)

Final Outcome Part 1

Fig. 2.9. Actual color on lightest shade Week 6 (27/05/2025)

Fig. 2.10. White wordmark on Black shade Week 6 (27/05/2025)

Fig. 2.11. Lightest color on darkest shade Week 6 (27/05/2025)

Fig. 2.12. Actual Color Week 6 (27/05/2025)

Fig. 2.13. Black wordmark on White shade Week 6 (27/05/2025)

Fig. 2.14. Color Palette Week 6 (27/05/2025)

Fig. 2.15. Compiled Task 2A Week 6 (27/05/2025).PDF

Collateral Mock Up

Since my keyword is simple and sporty, I looked up some sport-themed images such as bags, bottles, and shirts.

Fig. 3.1. Mock Ups Week 7 (03/06/2025)

Mock Up 1, Bottle
I started with the most generic item from the theme I chose which is a water bottle and taking some inspirations that I got from my own water bottle, I just slapped in my wordmark into the item horizontally.

Fig. 3.2. Water Bottle Week 7 (03/06/2025)

Mock Up 2, Shirt

You can't go to your local Gym or do any sports without a sport shirt and for this i took some reference from yet my own badminton shirt.

Fig. 3.3. Sport Shirt Week 7 (03/06/2025)

Mock Up 3, Bag

For the last mock up I pick another essential equipment people need whenever they want to go to either the Gym or sport court.

Fig. 3.4. Sport Bag Week 7 (03/06/2025)

Self Portrait

Now for the self portrait, i just took some random picture from my gallery and make it black and white and put in my pattern.

Fig. 3.5. Self Portrait Week 7 (03/06/2025)

Instagram Feed
For the Instagram feed i just took a screen shot of my profile and put everything together accordingly.

Fig. 3.6. Instagram Feed Week 8 (10/06/2025)

Keywork Animation

For the animation i only animated the "E" with some speed lines and opacity.

 

Fig. 4.1. Animating Process Week 8 (10/06/2025)

Fig. 4.2. Animated Wordmark Week 8 (10/06/2025).GIF

Final Outcome part 2

Fig. 5.1. Pattern Week 8 (10/06/2025).jpg

Fig. 5.2. Sport Shirt Mock Up Week 8 (10/06/2025).jpg

Fig. 5.3. Water Bottle Week 8 (10/06/2025).jpg

Fig. 5.4. Sport Bag Week 8 (10/06/2025).jpg

Fig. 5.5. Animated Wordmark Week 8 (10/06/2025).jpg

Fig. 5.6. Instagram Feed Week 8 (10/06/2025).jpg

Instagram: @eddy_sports

Fig. 5.7. Instagram Profile Week 8 (10/06/2025).jpg

Fig. 5.8. Compiled Week 8 (10/06/2025).PDF

Final Outcome 

Fig. 6.1. Color Palette Week 6 (27/05/2025)

Fig. 6.2. Actual color on lightest shade Week 6 (27/05/2025)

Fig. 6.3. Lightest color on darkest shade Week 6 (27/05/2025)

Fig. 6.4. Actual Color Week 6 (27/05/2025)

Fig. 6.5. White wordmark on Black shade Week 6 (27/05/2025)

Fig. 6.6. Black wordmark on White shade Week 6 (27/05/2025)

Fig. 6.7. Compiled Task 2A Week 6 (27/05/2025).PDF

Fig. 6.8. Pattern Week 8 (10/06/2025).jpg

Fig. 6.9. Collateral 1 Self-Potrait Week 8 (10/06/2025).jpg

Fig. 6.10. Collateral 2 Week 8 (10/06/2025).jpg

Fig. 6.11. Sport Shirt Mock Up Week 8 (10/06/2025).jpg

Fig. 6.12. Water Bottle Week 8 (10/06/2025).jpg

Fig. 6.13. Sport Bag Week 8 (10/06/2025).jpg

Fig. 6.14. Animated Wordmark Week 8 (10/06/2025).jpg

Fig. 6.15. Instagram Feed Week 8 (10/06/2025).jpg

Instagram: @eddy_sports

Fig. 6.16. Instagram Profile Week 8 (10/06/2025).jpg

Fig. 6.17. Compiled Week 8 (10/06/2025).PDF

Feedback

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Week 8: i did not attend the class on this week

Week 7: 

General Feedback: The lecturer asked me to fix my wordmark

Specific Feedback: "you must use your alias not anything other than your name" so i redo my work again and change the word that i used

Week 6:
General Feedback: When i showed my wordmark to the lecturer he said it is complicated to read.

Specific Feedback: "redo, this is not readable"

Week 5: 

General Feedback: the teacher looked at my work and told me to revise my work.

Specific Feedback: "this is not a word mark, its an illustration"

REFLECTION

Experience: 

Task 2 was honestly a combination of good and bad stress. While I was excited to create my own brand — essentially something that represented my ideas and creativity it was also mentally draining. I had multiple iterations — just when I thought I had solved the problem and had my brand sorted out, I had to do more feedback and see what else I had to fix - it was leading me to give up. I felt like there was always something I had to change no matter how much time I spent on it. 

Going through the constant revisions and back and forward with my group definitely took a toll on my patience and motivation at times. However, looking back even if it was stressful with different expectations, I learnt so much about overcoming creative slumps, how to deal with critique, and sometimes the best design takes longer and more effort than we hope. So with that said, the experience was painful, yet I think it was very valuable.

Observations: 

While working on this project, I spent some time looking at brand logos to see how design elements — such as layouts, typography, and style — play into the perception of the brand personality. This got me thinking about how even the smallest details can communicate how a brand would like to be perceived. I also learned that animation transitions are not just pleasing to the eye; but should be intentional so that they further engagement while maintaining continuity. 

I think one of the tough parts for me was spacing and the connection surrounding my letter designs. It took time, but really allowed my design to have a sense of cohesiveness. What really felt like a determinative point was seeing my classmates' works. Watching how they applied such a diverse approach to their designs allowed me to see and formulate thoughts based on ideas that I had not considered. Overall, the process has allowed me to reflect on the interplay of designing with both creativity and clarity for the purpose of branding.

Findings:

Throughout this task, I have come to understand that branding is more than simply communicating visually. Initially, I was focused on what looked good to me personally, and I soon realized that I needed to make sure that my designs were to be visually attractive and meaningful, but also comprehensible. In branding design, it is not enough for the design to be visually appealing for design's sake, it must communicate a message and be understood by the audience. One of the most useful things I learned was the power of simplification. By eliminating unnecessary elements, I am able to trim down my wordmark and create a more concise and effective design.

Further Reading

Fig. 6.1. The Fundamentals of Typography, Gavin Ambrose

Fig. 6.1. Typographic Systems, Kimberly Elam

Type and Language – Summary

• Type is the visual form of written ideas, with roots in ancient mark-making.

• Typography evolved with written language and reflects cultural changes.

• Letters change over time—influenced by dominant powers and writing directions.

• The modern 'A' began as an ox-head pictogram:

• Turned by Phoenicians (sideways),

• Rotated by Greeks,

• Upright by Romans.

Fig. 6.1. Typographic Systems, Kimberly Elam

Type and Language – Summary

• The modern Latin alphabet includes 52 letters (upper and lower case), numbers, and various symbols and accents.

• Lower-case letters originated from cursive forms of upper-case ones.

Different Alphabets

• Although many European languages use Latin-based alphabets, they are not identical:

  • English uses 26 letters.

  • Spanish has 30, adding ñ, ll, ch, and rr.

  • Italian uses only 21, omitting j, k, w, x, and y.

The Number 0

• The number 0 came from India and was adopted through Arabic numerals around AD 1000.

• It became common in Europe during the Renaissance.

• Unlike Roman numerals, modern digits allow easier calculation and the creation of infinite numbers

1960s Typography – Key Points

• Cultural Shift: Pop Art made design fun, bold, and consumer-driven; typography followed, especially in display fonts.

• Visual over Legibility: Fonts were chosen for their cultural meaning and style, not just readability.

Important Developments

• Letraset (1961):

  • Dry-transfer lettering made typesetting easy and accessible.

  • Used for headlines; helped democratize type design.

• Countdown Typeface (1968):

  • Designed by Colin Brignall for Letraset.

  • Futuristic style reflects the space race and computer age.

• OCR-A (1966):

  • Created for machine reading by Adrian Frutiger and USA Bureau of Standards.

  • Grid-based, optimized for scanners; not very human-friendly.

  • OCR-B (1973) improved readability.

• Eurostile (1962):

  • By Aldo Novarese.

  • Rounded, square shapes inspired by 1960s tech (TVs, space age).

  • Widely used in science fiction and tech branding.