TASK 2 KEY ARTWORK & COLLATERAL

-Adrian Frutiger who is considered responsible for the advancement of typography into digital typography tested some letters to see which letterform could still be identified

Fig 1.1 Universe by Adobe Illustrator, In Design and Airport signage using Frutiger (Week 4, 12/05/2025)

-Adrian Frutiger designed a new Devanagari font for modern typesetting and printing process to simplify the sacred characters without compromising their ancient calligraphical expressions

-Matthew Carter, contemporary British type designer and ultimate craftsmen created font to address specific technical challenges. Example:

Fig 1.2 Georgia and Verdana font (Week 4, 12/05/2025)

Purpose: the font must be legible even at very small sizes on the screen

Consideration/limitations: The Verdana font exhibit characteristics derived from the pixel rather than the pen, the brush or the chisel. The characteristics are confusing (lowercase i,j,l)

-In 1976, AT&T commissioned the design of a new typeface that would be use in their telephone directions and the solution named Bell Centennial

Fig 1.3 font vs printed (Week 4, 12/05/2025)

-Edward Johnston is the creator of the hugely influential London underground typeface which known as "Johnston Sans"

Fig 1.4 Johnston's design (Week 4, 12/05/2025)

Purpose: London's underground railway wanted a typeface that modern yet rooted in tradition

Consideration/limitations: Johnston needed to unite the London underground group, the different companies all using the same rails and tunnels. He applied the proportions of Roman capitals letter to his typeface, so it was rooted in traditional typography

-Gill sans typeface had been heavily based on Johnston's work

Fig 1.5 Gill Sans typeface (Week 4, 12/05/2025)

GENERAL PROCESS OF TYPE DESIGN

1.Research

-Understand type history, type anatomy, and type conventions

-We should also know terminologies (side bearing, metrics, hinting)

-Important to know what the font will used for

-Search for inspiration

2.Sketching

-Can use the traditional tool set (brushes/pens, ink, and paper) then scan it for digitization or digital tool sketch (using Wacom) using design software which both methods have it own positive and negative

3.Digitization

-Software used: Font Lab and Glyphs App

-Some designer used adobe illustrator to design or craft the letterforms

4.Testing

-The result is the part of refining and correcting aspects

-Prototyping is part of testing that leads to important feedback

-Readability and legibility are very important (however it is not crucial if the typeface is a display text)

5.Deploy

-The rigor of the testing is important in so that the teething issue remain minor

TYPEFACE CONSTRUCTION

-Roman capital: The grid consists of a square and inside it a circle that just touches the lines of the squares in four places. The rectangle within the square positioned in the center which can facilitate the construction of a letterform

Fig 1.6 Construction grid for the Roma Capital using 8x8 cells (Week 4, 12/05/2025)

CONSTRUCTIONS AND CONSIDERATIONS

-A distinction is made between a group for teh capitals and a group for the lowercase letters

Fig 1.7 Constructions and Considerations (Week 4, 12/05/2025)

-An important visual correction is the extrusion of curved (and protruding) forms past the baseline and cape line

-There is also needed to be a distance between the letters

Fig 1.8 Constructions (Week 4, 12/05/2025)

Lecture 5: Perception and Organization (Week 5, 20/05/2025)

-Perception is the way in which something is regarded, understood or interpreted

-Perception is what you see and what you understand

-Perception in typography deals with contrast, form, and organization of the content

CONTRAST

Contrast

-It is important to create contrast to create differentiation or distinction between information

Contrast/Size

-Provides a point to which reader's attention is drawn

-Example: if you have a big and small letter, you will obviously see the big letter first rather than the small letter

-The most common use is when making the heading bigger than the body text

Contrast/Weight

-How bold type can stand out in the middle of lighter type of the same style

-We can also use rules, spot, squares, to provide a "heavy area" for a powerful point of visual attraction or emphasis

Contrast/Form

-The distinction between a capital letter and its lowercase equivalent

Contrast/Structure

-Structure means the different letterforms of different kinds of typefaces

Contrast/Texture

-Refers to the way the lines of type look as a whole up close and from a distance

Contrast/Direction

-The opposition between vertical and horizontal, and the angles in between

-Turning one words on it sides can have a dramatic effect on a layout

-Mixing wide blocks of long lines with tall columns of short lines can also create a contrast

Contrast/Color

-A second color is less emphatic in values than plain black on white

-Important to pay attention to the tonal values of the colors that are used

Fig 1.9 Contrast Example (Week 5, 20/05/2025)

Fig 1.10 Contrast Example (Week 5, 20/05/2025)

Fig 1.11 Contrast Example (Week 5, 20/05/2025)

FORM

-Refers to the overall look and feel of the elements that make up the typographic composition

-A good form in typography tends to be visually intriguing the eye; leads the eye from point to point, entertain the mind and it is memorable

-Originating from the Greek words "typos" (form) and "graphic" (writing)

Fig 1.12 Form Example (Week 5, 20/05/2025)

ORGANISATION/GESTALT

-Gestalt is a German word meaning the way a thing has been placed or put together

-Gestalt psychology is an attempt to understand the laws behind the ability to esquire and maintain meaningful perceptions

-Gestalt theory emphasize that the whole of anything is greater than its part

ORGANISATION/GESTALT: PERCEPTUAL ORGANISATION/ GROUPING

1.Law of similarity

-States that the element that are similar to each other tend to be perceived as a unified group

-Can refer to any number of features, including color, orientation, size, or indeed motion

2.Law of proximity

-Elements that are close together tend to be perceived as a unified group, while further apart are less likely to be grouped together

3.Law of closure

-The mind's tendency to see complete figures or form even if a picture is incomplete

4.Law of (good) continuation

-Human tends to perceive each or two more objects as different, singular, and uninterrupted object even when they intersect

5.Law of symmetry (law of praganz)

-Organisation of information in the form of laying out complex content in a hierarchical manner requires practice and the knowledge gained herein

Fig 1.13 Gestalt theory examples (Week 5, 20/05/2025)

INSTRUCTIONS

Fig 2.1 Instructions (Week 4, 12/05/2025)

TASK 2(A): KEY ARTWORK

BRIEF

We can use our first name or pseudonym to make a key artwork to identify us as a person. After thatrt we must produce some sketches then move to adobe illustrator to digitize it.

1.Mind-map

Before creating the sketches, we must make the mind map about ourselves that identify our interest, our strength, weaknesses, personality, etc., which can help us to create the wordmark later.

Fig 3.1 Mind-map (Week 4, 18/05/2025)

2.Moodboard

I found some references from pinterest for my key artwork that suits my style

Fig 3.2 Moodboard (Week 4, 18/05/2025)

3.Sketches

After looking at my mind map, I think of some ideas about the key artwork and made sketches for it

Fig 3.3 Sketches (Week 4, 18/05/2025)

4.Digitization

I opened adobe illustrator and started to make the digital sketch for all of the sketches. I also gave they keyword for each sketch

Fig 3.4 Digitization (Week 4, 18/05/2025)

After the first consultation with Mr.Vinod, he said that the key artwork with the keyword "simple and metal" is good but can be improved by make it thinner. He also gave me some inspiration for my metal font.

5.Refining progress

Fig 3.5 First Attempt (Week 4, 18/05/2025)

Mr.Vinod said that i can look at this poster and take something that can be applied on my letterforms

Fig 3.6 Font Inspiration (Week 5, 20/05/2025)

After looking at that poster font, i tried to make the letterform thinner and also i added some characteristic based on the poster. Moreover, i also make the width and the height of the letterforms consistent.

Fig 3.7 Second attempt (Week 5, 20/05/2025)

6.More refining progress aftter feedback

After consultation with Mr.Vinod he said that there is not much improvement for the wordmark, and it is not consistent. Therefore, i changed it and here is my third attempt. Moreover, he also said that we must make a mockup where there is someone wearing clothes with our wordmark on it.

Fig 3.8 Third attempt (Week 6, 27/05/2025)

Fig 3.8 Third attempt with mockup shirt (Week 6, 27/05/2025)

After the next consultation with Mr.Vinod he said that the letter E and letter C must have the same size that is not bigger than the letter H. Here is the final progress

Fig 3.9 Fourth attempt (Week 6, 27/05/2025)

7.Color Scheme

This is my first attempt for the color. I chose the color that suitable for metal music.

Fig 3.10 First Attempt Color Scheme (Week 6, 27/05/2025)

After the consultation with Mr.Vinod, he said that the color is too dull and i must go with the brighter version of it and also i must have 2 neutral colors. Therefore, i changed it into brighter color and remained the green and red color to suits the theme which is metal.

Fig 3.11 Second Attempt Color Scheme (Week 7, 03/06/2025)

Here I have applied the colors for the IG feeds, and it was already done.

Fig 3.12 Color Scheme application (Week 7, 03/06/2025)

However, it turns out that after consulting again with Mr. Vinod, he said that the red color is too light like blood red and the color is still very dull. So, I explored and looked for other color schemes that are suitable for my Instagram feeds and also for my wordmark but also suits the theme which is metal. I also tried to apply those colors to my Instagram feeds. Here I was very confused about how to choose the right and good colors. Eventually, i chose to use the color at the top (left).

Fig 3.13 Color Scheme exploration (Week 7, 03/06/2025)

However, after the consultation again with Mr.Vinod, he said that my color doesn't have contrast, therefore i explored and used other color that has contrast in it. Here is my final color scheme.

Fig 3.14 Final Color Scheme (Week 8, 10/06/2025)

Fig 3.15 Final Color Scheme Application (Week 8, 10/06/2025)

TASK 2(A) FINAL OUTCOME

Fig 3.16 Black wordmark on white background (Week 8, 10/06/2025)

Fig 3.18 White wordmark on black background (Week 8, 10/06/2025)

Fig 3.19 Colour Pallete (Week 8, 10/06/2025)

Fig 3.20 Wordmark in actual colors on the lightest shade of the color pallet (Week 8, 10/06/2025)

Fig 3.21 Wordmark in the lightest shade of your color pallete on the darkest shade of colour pallet (Week 8, 10/06/2025)

Fig 3.22 Task 2(A) Final Outcome PDF compilation (Week 8, 10/06/2025)

TASK 2(B) COLLATERAL

BRIEF

We need to create 3 collateral items based on our wordmark design. Then we need to create Instagram feeds that include the 3 collaterals, the wordmark, and various other variations of our wordmark using the color palette that was selected in Task 2(A). Additionally, we also need to create an animation for our wordmark.

IG FEEDS:

1.Reference

First, I looked for references on Pinterest for the collateral that I will use

Fig 4.1 Collateral References (Week 6, 28/05/2025)

2.Colour

I used the color pallet from Task 2(A)

Fig 4.2 Color Pallet (Week 8, 10/06/2025)

3.Collateral 1

The first collateral I chose was a hoodie. Initially, I selected an image of a person wearing a hoodie and designed the hoodie like this. This design still used the old color palette before I realized that the colors were dull.

Fig 4.3 First Attempt Collateral #1 (Week 6, 28/05/2025)

However, I then felt dissatisfied with the collateral, so I replaced it while also changing the design and trying to create a variation of the wordmark for that design, also because the photo is so low quality. Here i already used the final color pallet. Here is also the progress of making the collateral. First i made the design using Adobe Illustrator and also using my wordmark, and then i import in on adobe photoshop and added it to the collateral.

Fig 4.4 Progress (Week 8, 10/06/2025)

Here is the collateral #1 final outcome

Fig 4.5 Final Outcome Collateral #1 (Week 8, 10/06/2025)

4.Collateral 2

The second collateral I chose was a phone case. Initially, I designed the phone case with my own logo, which was not taken from the wordmark. This was still using the first color pallete before i realized that it is dull.

Fig 4.6 First Attempt Collateral #2 (Week 6, 28/05/2025)

Then Mr. Vinod gave me feedback (Week 7, 03/06/2025) and said that I should not use my own logo except for the existing wordmark. Therefore, I changed the design by using my wordmark but also added variation by placing the text above and below, as well as adding decorations on the edges using straight lines from the letter M (from the wordmark). Here is also the progress of making the collateral. First i made the design using Adobe Illustrator and also using my wordmark, and then i import in on adobe photoshop and added it to the collateral.

Fig 4.7 Progress (Week 8, 03/06/2025)

Here is the collateral #2 final outcome

Fig 4.8 Final Outcome Collateral #2 (Week 8, 10/06/2025)

5.Collateral 3

The third collateral I chose is a sticker. Initially, I designed my sticker in this way using the old colors before I realized that the colors were dull. I initially made variations by only using the letters 'mich', which is a short version of michie, and placing it on the top and bottom.

Fig 4.9 First Attempt Collateral #3 (Week 6, 28/05/2025)

However, Mr. Vinod said that 'mich' should not be used because people would get confused later, since the original wordmark is 'michie'. Therefore, I changed the design. Here, I used a color palette before the final consultation with Mr. Vinod.

Fig 4.10 First Attempt Collateral #2 (Week 7, 06/05/2025)

It turned out that Mr. Vinod said that the repetitive 'Michie' text was too small because there was too much empty space, so he suggested making it larger to look better. Here is also the progress of making the collateral. First i made the design using Adobe Illustrator and also using my wordmark, and then i import in on adobe photoshop and added it to the collateral.

Fig 4.11 Progress (Week 8, 10/05/2025)

Here is the collateral #3 final outcome

Fig 4.12 Final Outcome Collateral #3 (Week 8, 10/06/2025)

6.Self-portrait

First, I searched for my photo that I would use for my Instagram feed. Then I made the photo black and white in Adobe Photoshop. This is the result of the photo that I have colored black and white

Fig 4.13 Self-Portrait Edited Black and White (Week 6, 28/05/2025)

Then I added the text "Michie" using several variations to make it look interesting. I also cropped the image based on the new Instagram feed size. This is the final outcome for the self-portrait.

Fig 4.14 Final Outcome Self Portrait with wordmark design (Week 6, 28/05/2025)

7.Instagram feeds

I tried to make various layout and content variations for Instagram feeds. Here are some of my progress in creating Instagram feeds. There are some feeds that I still made using the old colors. This is the overall progress feeds.

Fig 4.15 Instagram feeds overall progress (Week 6-Week 8, 28/05/2025-10/06/2025)

Instagram feeds #1

The first Instagram feed is a background that uses my lightest color palette with my wordmark 'MICHIE', where I made the 'M' a different color, using red, because I want to highlight the letter 'M'. That letter has an important meaning for my wordmark, where 'M' stands for 'Michie' (my name) and also 'M' stands for metal (the theme of my wordmark). This idea has been approved by Mr. Vinod and he said that the idea is good. This is the final outcome. Overall, there are no changes at all to the design for the first Instagram feeds, only the colors changed a few times because I changed my color palette several times.

Fig 4.16 Final Outcome Instagram feeds #1 (Week 6, 28/05/2025)

Instagram feeds #2

The second feed is the "coming soon" poster. Here, I made a lot of changes. This is my first design where I created the poster with a wordmark background to make it more interesting (attempt 1 picture). In addition, I also added a photo to better represent the theme, but at that time Mr. Vinod said it didn't look like a poster, and he told me that I had to make it really look like a poster. (Week 7, 03/06/2025).

After that, I created the design for the coming soon poster by using the logo from my wordmark as the background on the right and left sides at the top and bottom, but I was not satisfied with the result. I think it looks weird and unpleasing to the eye (attempt 2 picture).

Then i tried to create a simple design but still looked attractive. However, I was also not satisfied with the result, I think it is less interesting as a poster. (attempt 3 picture).

Fig 4.17 Progress for Instagram Feeds #2 (Week 6-Week 7, 28/05/2025-03/06/2025)

In the end, I decided to create a simple yet meaningful poster, for instance by using the letter M in my wordmark for the phrase 'coming soon' to maintain its identity in the poster. I also included the release date, and furthermore, I provided 3 keywords that describe me and also metal, because Mr. Vinod suggested that we do this. Here is the final outcome.

Fig 4.18 Final Outcome Instagram Feeds #2 (Week 8, 10/06/2025)

Instagram feeds #3

The third feed is the pattern. At first, I was very confused about how to create variations of my wordmark and also the pattern. So initially, I made a shortened version of "Michie" which is "Mich" and placed it above and below to make it look less boring. However, at that time Mr. Vinod said that such a thing would confuse the readers because my wordmark is "Michie" (Week 7, 03/06/2025). (attempt 1 picture)

Then I replaced it using just my letter M, because the letter M is what stands out. Moreover, i also added the description "metal" to describe the wordmark. However i think that one is too simple and lack of pattern and variation, therefore i changed it. (attempt 2 picture)

I made a complete pattern of my wordmark, which is "Michie". I made it by arranging it diagonally and sequentially. However, i think this one is too simple, boring, and doesn't highlight the letter "M". Therefore, i changed it into the new one. (attempt 3 picture)

Fig 4.19 Progress for Instagram Feeds #3 (Week 6-Week 7, 28/05/2025-03/06/2025)

Here i tried a lot of variations using the letter M. However i still unsatisfied with the results. Therefore i changed to another one.

Fig 4.20 Progress for Instagram Feeds #3 (Week 7-Week 8, 03/06/2025-10/06/2025)

This became the final outcome for the pattern.

Fig 4.21 Final Outcome Instagram Feeds #3 (Week 8, 1006/2025)

Animation:

This was the first animation that I made. Here I created a very vibrating vibe to signify the very aggressive metal music, with a very fast beat. Then I added a glitch effect to create a distortion that is very related to metal music, where there is a sense of damage, being interrupted, and instability from the guitar expressed in the glitch effect. In the last part, I made the letter M blink as if there is a metal music concert. I only made the letter M blink because M is the one that is most highlighted here.

Fig 4.22 Animation First Attempt (Week 7, 04/06/2025)

After consulting with Mr. Vinod about the animation, he said that the main focus should only be on the letter M because it is the one that is highlighted. Therefore, i changed it and here is the progress.

Fig 4.23 Animation Progress (Week 7-Week 8, 04/06/2025-10/06/2025)

Here is the final outcome. Here I made the letter M bigger at the very beginning to indicate that what is highlighted here is the letter M because it means metal and Michie. Then I added a glitch effect to create a distortion that is very related to metal music, where there is a sense of damage, being interrupted, and instability from the guitar expressed in the glitch effect and also i made the letter M blink as if there is a metal music concert.

Fig 4.24 Animation Final Outcome (Week 8, 10/06/2025)

TASK 2(B) FINAL OUTCOME

Fig 4.25 Collateral #1 Final Outcome (Week 8, 10/06/2025)

Fig 4.26 Collateral #2 Final Outcome (Week 8, 10/06/2025)

Fig 4.27 Collateral #3 Final Outcome (Week 8, 10/06/2025)

Fig 4.28 Instagram Feeds Final Outcome (Week 8, 10/06/2025)

Click here for instagram link

Fig 4.29 Task 2(B) Final Compilation PDF (Week 8, 10/06/2025)

Fig 4.30 Final Outcome Animation (Week 8, 10/06/2025)

TASK 2 FINAL OUTCOME COMPILATION

Fig 5.1 Black wordmark on white background (Week 8, 10/06/2025)

Fig 5.2 White wordmark on black background (Week 8, 10/06/2025)

Fig 5.3 Colour Pallete (Week 8, 10/06/2025)

Fig 5.4 Wordmark in actual colors on the lightest shade of the color pallet (Week 8, 10/06/2025)

Fig 5.5 Wordmark in the lightest shade of your color pallete on the darkest shade of colour pallet (Week 8, 10/06/2025)

Fig 5.6 Final Outcome PDF Compilation Task 2(A) (Week 8, 10/06/2025)

Fig 5.7 Collateral #1 Final Outcome (Week 8, 10/06/2025)

Fig 5.8 Collateral #2 Final Outcome (Week 8, 10/06/2025)

Fig 5.9 Collateral #3 Final Outcome (Week 8, 10/06/2025)

Click here for instagram link

Fig 5.10 Final Outcome PDF Compilation Task 2(B) (Week 8, 10/06/2025)

Fig 5.11 Animation Final Outcome Week 8, 10/06/2025)

FEEDBACK

Week 8

General Feedback: Last consultation with Mr.Vinod for task 2 (online)

Specific Feedback: Good, you have a variation for the wordmark. For the sticker design, maybe you can crop the word and make it bigger. Also for the color, it doesn't have contrast because the red is dark and the blue also dark. Moreover, for the animation you should focus with the letter "M" because the "M" is the one highlighted in red.

Week 7

General feedback:Consultation with Mr.Vinod about the instagram feeds for task 2 and also color pallete

Specific Feedback:Mr.Vinod said that the color pallete is too dull. Moreover, he said that i cannot add and create another element to the feeds. He said that my “coming soon” feeds doesn’t looks like a poster. He suggested me to make a pattern from my wordmark. He also said for some pages the design can be better.

Week 6

General Feedback: Consultation with Mr.Vinod for the final wordmark and also Mr.Vinod told us to make mockup shirt and show our color sceme

Specific Feedback: At the first consultation, Mr.Vinod said that there is not much improvement in the letteforms. He said that he likes the letterform, but he doesn’t like the fact that it is not consistent. He taught me how to make it consistent and has characteristic. After I improved my wordmark, I did consultation again with Mr.Vinod and he said that the letter ‘C’ and ‘E’ doesn’t have the same size, it should have the same size and not bigger than letter ‘H’. Moreover, he likes the old version of the letter C.

Week 5

General Feedback: First consultation with Mr.Vinod for task 2

Specific Feedback: Mr.Vinod said that the first metal word mark is an exaggeration. It doesn’t really work. The other metal wordmark has metal in it but at the same time has moderation. However, as a letterforms, still have to do a lot of things because it seems to be something there that has character, maybe needs to go thinner, right now is too wide. Mr.Vinod said that i can decided which one i want to go with

REFLECTION

Experience

After doing task 2, i got a lot of new knowledge, about how to create a good and meaningful wordmark for the brand identity, and also how to be creative when creating the feeds for instagram. Moreover, i also learnt how to choose the right combination of color that is not too dull and must have complimentary color as the contrast.

Observation

I realized that wordmark is very important for our brand identity, so we must have a consistent letter for our wordmark. Moreover, i also realized that color is very important to express the theme, and also creating contrast for our instagram feeds. In this task, i had some difficulties, such as choosing the right color and how to refine the letterform, however i got a lot of feedback and new knowledges from Mr.Vinod that is also very helpful.

Findings

For me, when we want to create our brand identity, we must think carefully about the wordmark, what we want to create, ensure that the wordmark reflects what we want to show, and also make sure the letters are consistent. Additionally, when looking for colors, ensure that the colors have contrast and help convey the theme to the viewers.

FURTHER READING

Fig 8.1 The Vignelli Canon Book (Week 8, 10/06/2025)

Design is a single discipline that can be applied across various fields and is not limited to a specific style. Visual strength is essential in design. A design that effectively conveys its message and has strong visual elements must have the right concept, form, color, or texture. Good design must also include contrast, because without contrast, a design lacks vitality. What is needed today is design that also carries meaning behind it and communicates a clear message, not just something that looks visually appealing. Basic shapes and primary colors have a timeless quality.

As designers, we must use the right solutions by considering all aspects of the problem at hand. When designing a logo, we must also show respect for the history of the logo we are working on and understand the values it represents

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Jennifer Michelle Hiendrawan (0374682)

TASK 2 KEY ARTWORK & COLLATERAL

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