❥TASK
1. TASK 2A—KEY ARTWORK
For this task, we are instructed to design a key artwork that represents a
part of ourselves and we can use the initials of our name, or nickname or
first name.
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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.
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Task 2(A) and 2(B) will require you to explore the boundaries of
typographic communication using the knowledge gained from all modules
not withstanding this semester’s exercises of Typographic Systems and
Type & Play. Synthesise the knowledge and create a key artwork that
excites and memorable.
1.1 Mind-map about Myself
Fig 1.1 Mindmap about Myself, Week 5 (3/05/2023)
To get an idea of what I could use as a visual guide and ideation for my
key artwork, I made a mindmap about myself.
1.2 Ideation Sketches
Fig 2.1 Inspiration from Pinterest, Week 5 (3/05/2023)
Before starting on my sketches, I decided to do search for some visual
references on serif fonts which has curves and bits of calligraphic
elements integrated into the typeface.
Fig 2.2 First Sketches Week 5, (3/05/2023)
The first few sketches on the left I had consisted of calligraphy and
contrasting thick and thin strokes then I decided to take inspiration from
Pinterest and sketched out a serif font with a bit of calligraphic and
curved features. Ray is a nickname that most of my family members and
friends call me since I was young. The butterfly element was added into
the sketch I came up with since I resonate with butterflies in a way that
they could be a metaphor of freedom of expression. The 4 petals pointing
out at the end of the Y was meant to be a flower but since people kept
mistaking it as Raj instead of Ray because of the flower petals I decided
to change that.
Due to the feedback received about the butterfly being overused in many
different graphic design logos and brand identities, it loses its sense of
significance for the usage on my key artwork and the symbolism of the
butterfly is too generalized and wide.
Fig 2.3 2nd Attempt in doing Key Artwork Week 6 (9/05/2023)
I decided scrap the sketch of the key artwork with the butterfly and came
up with something using the same typeface but with a guitar element since
I play the guitar. The little rounded serifs were added as an inspiration
from music notes for my interest in music, but having musical notes and a
guitar defeats the purpose of it having the feeling of music thus making
the key artwork just "looking" like music.
Fig 2.4 More inspiration from pinterest
I wasn't really satisfied with the 2nd attempt above and was a bit
lost on where to go from there so I scrapped that idea and decided to look
for more inspiration from pinterest and come up with a whole new different
form and wanted to try and use my first name and surname, Rachel Madeline
instead of just nicknames or monograms.
Fig 2.5 3rd Attempt consisting of sketches, Week 7 (16/05/2023)
I wanted to go for a more cartoon vibe considering my interest and passion
in animation and started sketching out various forms of my key artwork. I
was more fond of the ones labeled 1, 2, 3 as they were more cartoon like
and had distinct features such as for the 1 and 2, the M behind the
Rachel which stands for my surname Madeline, and had a contrast of
where the Rachel uses sans serif and the M uses serifs and
both of them equally stand out. For the third one I was trying to go for a
more guitar pick shape consisting of my initials,
Rachel Madeline Purwanto, but looking at it
without context or knowing that its a guitar pick, people could mistaken
that as something else and not have a guitar pick in mind so I decided to
go with the no.2.
1.3 From Sketch to Digitization Process
Fig 2.6 Progression of developing the key artwork and digitizing, Week 7
(16/05/2023)
Thought process and significance : The key artwork started from
sketching my name in bubble letters in a form of a circle which is
correlated to my passion in art/animation as it signifies how my
imagination/creativity never stops flowing making it infinite. The M
behind it didn't have the serifs pointing upwards and being slightly
slanted and curved at first which didn't make the M really stand out as
much as the Rachel hence the third development progress.
Fig 2.7 Elements considered to be used in key artwork, Week 7 (16/05/2023)
Once the sketch was finalized, I decided to start on the digitization
process but after showing it to some people around, they mentioned that if
they didn't know my name, they wouldn't have recognized the R and the A
and mistaken the A as an element instead of a letter so I decided to add
counters for the R and A.
However, I was torn between using three of those symbols above as I
resonate with each of them. Both stars symbolize something that stands out
or breaks away from the norm. As a creative and imaginative person,
challenging and exploring new ideas are considered as acts of creativity
or freedom of expression which is significant to the stars symbolism. The
crescent moon was more well suited with my introvert side as well as
having more ideas and working better at night.
Fig 2.8 Trying out diff symbols on each keyartwork , Week 7 (16/05/2023)
I tried applying each of the symbols as the counters for the R and A
and went with what aesthetically fits well the most and decided to go
with the first one with the 4 pointed star as I was more drawn towards
that one.
1.4 Choosing Colour Palette
Fig 3.1 Colour Palettes, Week 7 (16/05/2023)
For my colour palette I decided to go with a more purple-pink colour palette
as I resonate with the colour purple and both those colours resemble my
creative self.
Since its better and preferable to avoid pastel colours, I decided to go
with the third one as I wanted the M and the Rachel to stand out
equally and the colour palette above had two different colours that equally
stand out.
Fig 3.3 Final JPEG of logo in B&W, Week 7 (16/05/2023)
Fig 3.4 Final JPEG of logo in colour, Week 7
(16/05/2023)
2. TASK 2A—KEY COLLATERAL
For our next task, we are instructed to design collaterals that are
relevant to our key artwork and create an Instagram to organize the
layout of the 9 posts.
2.1 Animation Key Artwork
Fig 3.5 Progress on After Effects, Week 8 (23/05/2023)
I wanted to add the element of the star to bounce in and spin then
transition into the Rachel to create this skateboard wheel
spin effect so I used opacity keyframes to smooth out that transition
and used rotation and position keyframes to make it bounce and spin.
At first I tried separating the M and the Rachel but the animation
didn't look as smooth, so I tried an alternative and made the parts of
the M fade out into what the logo originally looks like.
Fig 3.6 First Attempt, Week 8 (23/05/2023)
Fig 3.7 Final Animated Key Artwork in GIF, Week 8 (23/05/2023)
2.2 Incorporating Image of Myself with Key Artwork
Fig 3.8 Exploration on integration of key artwork with my image, Week
8 (23/05/2023)
I briefly tried experimenting with different ways of trying to
incorporate the picture of myself with my key artwork but wasn't
really satisfied with it, until I found a picture of myself drawing
on the wall and decided to use that and warp the key artwork onto
the wall as if I was drawing it to give that sense of
animating/drawing which is my passion or graffiti art or vandalism
which was relevant to what I was planning to do for my applications
or collaterals which were skateboarding merchandise and
apparel.
Fig 3.9 Final Integration of Key Artwork with My Image, Week 8
(23/05/2023)
2.3 Skateboard Application
Fig 3.9 Progress of Skateboard Mockup, Week 8 (23/05/2023)
The key artwork I made reminded me of a skateboard series that I used to
watch so I decided to incorporate my key artwork onto a skateboard
mockup.
For most of the mockups I used smart object and for the skateboard I
tried using more warmer colours but I wasn't really satisfied with the
overall design and the colours so I tried to follow the colour palette
that I originally planned to go with and create a different pattern for
it. I tried to go for a more contrast colour palette using the peach
colour and the purple-ish colour.
Fig 3.10 Progress of Skateboard Mockup, Week 8 (23/05/2023)
Fig 3.11 Final Skateboard Application, Week 8 (23/05/2023)
2.4 Sticker Application
Fig 3.12 Progress of Sticker Application, Week 8
(23/05/2023)
Using stickers allowed me to expand more of the pattern I planned to use
for other applications and allowed me to use more variations of my key
artwork with my colour palette. It'll also make my layout as a whole
have more dynamism and created contrast and emphasis between 2 of the
sticker designs.
Fig 3.13 Final Sticker Application, Week 8 (23/05/2023)
2.5 Beanie Application
Fig 3.14 Progress of Beanie Application, Week 8
(23/05/2023)
Since beanies are often associated with people who often have beanies as
a part of their go-to style when they go skateboarding, I decided to
incorporate my key artwork into a beanie.
Fig 3.15 Final Beanie Application, Week 8 (23/05/2023)
2.6 Cap Application
Fig 3.16 Progress of Cap Application, Week 8 (23/05/2023)
Other than beanies, people who skateboard also usually wear caps and I
thought since I had more than 3 colours and various patterns used i
could expand the design to the cap and I used the pattern on the
hoodie for the bottom of the cap.
Fig 3.17 Final Cap Application, Week 8 (23/05/2023)
2.7 Hoodie Application
Fig 3.18 Progress of Hoodie Application, Week 8
(23/05/2023)
To match or associate with the beanie or cap, skaters often wear
baggy clothing thus the application of the hoodie. I was pretty
confused on what design to add in and it looked pretty plain at
first, so I added the same 3 star pattern from the side of the cap
on the sleeves of the hoodie and added a similar pattern from the
bottom of the cap on the back of the hoodie to add
texture.
Fig 3.19 Progress of Hoodie Application, Week 8
(23/05/2023)
Fig 3.20 Final Hoodie Application, Week 8 (23/05/2023)
2.8 Layout on Instagram
Fig 3.21 Progress of Layout Instagram, Week 9 (01/05/2023)
Fig 3.22 Progress of Layout Instagram, Week 9 (01/05/2023)
For the last part of the key collateral task, we are instructed to
create an instagram account and arrange the feed with the key
collaterals I designed in a 9 grid post. The one above the image of
myself will be the animation and surrounding the image of myself are
the collaterals and to balance the composition I extracted an element
from my key artwork and arranged them like stars.
Fig 3.23 Final Progress and Decision of Layout Instagram, Week 9
(01/05/2023)
3. FINAL TASK 2A & 2B — KEY ARTWORK & COLLATERAL
Fig 4.1 Final JPEG of logo in B&W, Week 7 (16/05/2023)
Fig 4.2 Final Integration of Key Artwork with My Image, Week 8 (23/05/2023)
Fig 4.3 Final Cap Application, Week 8 (23/05/2023)
Fig 4.4 Final Hoodie Application, Week 8 (23/05/2023)
Fig 4.5 Final Skateboard Application, Week 8 (23/05/2023)
Fig 4.6 Final Beanie Application, Week 8 (23/05/2023)
Fig 4.7 Final Sticker Application, Week 8 (23/05/2023)
Fig 4.8 Final Animated Key Artwork, Week 8 (23/05/2023)
Fig 4.10 Final PDF of Task 2B Collaterals, Week 9 (01/05/2023)
❥REFLECTION
Throughout the task I observed how colours would be perceived as different
on different backgrounds and got to explore that while making various
designs on different applications. I realized how different and distinctive
elements and features in a key artwork that represents your identity could
leave an impression on people and make your key artwork more memorable that
way.
My key takeaway from this task is that every time you make a decision for a
design or within a design even if its as small as adding a small element at
the corner of the page, you need to think of its relevance and significance
to its context and be reminded of what you are trying to convey throughout
that design and look at it from a design perspective as well considering the
rules and principles of design.
❥FEEDBACK
Week 5
General Feedback : Key artwork features a butterfly symbol which is too common and its meaning and significance is too wide especially since it has been overused in the design industry.
Specific Feedback : The y looks like a j due to the flower so remove the flower. It also looked a bit detached from the key artwork as a whole. Maybe change the butterfly to something else that might have more relevance and significance.
Week 6
General Feedback : Form overall is too rounded and is lacking, shouldn't be focused on simplicity/minimalism
Specific Feedback : The bowl of the y is taking too much negative space; negeative space above and below the key artwork is imbalanced; not authentic in a sense that it is too literal, needs to feel like music not look like music; Come up with a new form, dont stick with the old one
Week 7
General Feedback : Looks weird in a good way and has a unique form
Specific Feedback : Make sure to not use pastel colours as it won't leave much of a mark or much of an impact and since both the M and 'RACHEL' are both equally emphasized, their colours should be contrast but balanced.
Week 8
General Feedback : Avoid using monograms for your key artwork and be more creative in terms of applications and make sure the applications you use has a significance
Specific Feedback : Some of the applications used in the layout could use different patterns like the skateboard's design
❥FURTHER READING
Fig 1.1 Vignelli Canon (2010) by Massimo Vignelli
Discipline is essential when it comes to paying attention to details. It requires avoiding sloppiness, carelessness, and procrastination. Every detail holds importance because the final outcome is a culmination of all the details involved in the creative process, regardless of the task at hand. Quality does not follow hierarchies and it either exists or it doesn't. Discipline is a commitment and a continuous effort in the creative process that we must embrace. It sets self-imposed rules and parameters, providing consistency from start to finish. Its an attitude that allows us to maintain control over our creative work, ensuring continuity rather than fragmentation. Design without discipline is chaotic and irresponsible.
Fig 3.3 Final JPEG of logo in B&W, Week 7 (16/05/2023)
Fig 3.4 Final JPEG of logo in colour, Week 7
(16/05/2023)
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