Advanced Typography | Task2：KEY ARTWORK AND COLLATERAL

13.05.2024 - 10.06.2024 | Week4 - Week8

ChenTianYao (0367550)

Advanced Typography | Bachelor of Design (Hons in Creative Media)

Task2: Key Artwork And Collateral

LECTURE

Week 6 - Perception and Organization

In typography, perception involves guiding and interpreting readers' visual navigation through contrast, and organizing content forms (including text, visuals, graphics, and colors).

Contrast: Contrast is essential in typography for distinguishing different types of information. There are several ways to create contrast in typography. Below is an example of contrast by Rudi Ruegg:

1. Size: Attracts the reader's attention. Larger text is often used for headings to draw the reader's eye.

2. Weight: Describes how bold type stands out among lighter text of the same style, providing visual emphasis.

3. Form: The difference between uppercase and lowercase letters or between roman and italic variants.

4. Structure: The varying letter forms of different typefaces.

5. Texture: Combining size, weight, form, and structure contrasts within blocks of text.

6. Direction: The impact of flipping a word or altering the horizontal and vertical orientation of text blocks.

7. Color: Using color to create contrast, though it should be considered carefully to ensure it adds value and clarity.

Gestalt Theory

Organization / Gestalt:

1. Law of Similarity: Elements that are similar are perceived as part of the same group. This can include similarities in color, direction, size, and motion.

2. Law of Proximity: Elements that are close to each other tend to be grouped together.

3. Law of Closure: The mind tends to perceive complete shapes even when parts are missing.

4. Law of Continuity: Humans tend to view each of two or more objects as distinct, unbroken entities, even when they intersect.

5. Law of Symmetry: Symmetrical elements are perceived as part of a unified group.

These principles guide effective typographic design by leveraging human perceptual tendencies to create organized and impactful visual communication.

INSTRUCTION

PRACTICAL

What is a Key Artwork? In the context of this task, the key artwork is a wordmark/lettering, but is also an artwork. As a wordmark/lettering it is used to identify a person but it is also used as an artwork that might adorn a lapel pin/T-shirt/poster (collateral). The key artwork can be disassembled into constituent shapes to form vibrant patterns that continue to maintain and expand its visual identity. Use your first name or pseudonym. 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.

MoodBard

Before drawing the sketches, I looked for some pictures as my references.

process

I think I can start with my hobbies or personality. Since I'm interested in programming and drawing, in my first picture, I incorporated some programming elements and geometric shapes. In the second sketch, I drew a tree to show that I'm a lively person, but a solitary tree also reflects my contemplative spirit.