Task 2A: Key Artwork
In this task, we are tasked with
creating a wordmark to serve as a personal identifier. We are
required to use our name, utilizing a minimum of four letters to
craft our unique wordmark.
Research
Before diving into the sketching phase for
this task, I conducted some research on Pinterest to gather
inspiration. I closely examined various wordmark designs,
paying attention to how they were constructed and taking note of
the way to create a memorable wordmark.
I also took
some time to jot down personal information about myself, including
my hobbies and things that represent who I am. To aid in the
sketching process, I created a mood board where I collected data
and visual references. This mood board helped me generate ideas
for my wordmark and decide on the style I wanted to incorporate
into it.
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Figure 1.1 Mood board. (Week 03, 16.09.2023)
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Sketches
Afterward, I started sketching out various
ideas for my wordmark. I encountered some challenges, and there were
instances where I felt stuck and unsatisfied with certain designs.
However, I continued sketching different concepts until I found ones
that resonated with me.
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Figure 2.1 Sketches. (Week 04, 18.09.2023) |
For my first sketch, I decided to blend a coffee bean, the word
'LIEW,' and a music symbol to create my wordmark.
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Figure 2.2 Sketch 01. (Week 04, 18.09.2023)
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For the second sketch, my concept is to incorporate my hobbies into
the wordmark design. I mimic the arrangement of books on a bookshelf
which slightly tilted. The camera lens icon replaces the
tittle in the letter 'i.' A curvy line then extends to the moon
symbol, which symbolizes my passion for sky photography. The curvy
lines within the letters 'e' and 'w' create cloud-like shapes.
Additionally, I intentionally separated the letter 'W' to represent
cups, reflecting my love for beverages. The overall sharpness of the
wordmark design aims to convey aspects of my personality.
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Figure 2.3 Sketch 02. (Week 04, 18.09.2023)
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In the third sketch, I aimed to incorporate the shape of a coffee bean
and integrate the letters 'LIEW' into it. This design is a
representation of my identity as a coffee lover. The gradual
transition of the coffee bean from small to large and then small again
symbolizes the rhythm of music, reflecting my passion for listening to
music.
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Figure 2.4 Sketch 03. (Week 04, 18.09.2023)
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In the fourth sketch, my concept is to mimic the arrangement of a book,
slightly tilted on a bookshelf. I incorporated the letters 'LEW' into
the shape of a book, symbolizing my passion for reading.
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Figure 2.5 Sketch 04. (Week 04, 18.09.2023)
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Digitalization
Once I had completed all my sketches, I
eventually discovered one that met my expectations. I then proceeded
to digitize it using Adobe Illustrator. Taking into account the
feedback provided by Mr. Vinod, I decided to proceed with the
digitization of my second sketch. I believe it holds more
significance and can better represent me. I utilized tools such as
the pen tool, shape tool, and curvature tool to bring my wordmark
design to life digitally.
Figure 3.1, 3.2, 3.3 Progress screenshot. (Week 04, 23.09.2023)
Outcome
I made some refinements to the sketch when I brought it into Adobe
Illustrator for digitization.
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Figure 3.4 Attempt. (Week 04, 24.09.2023)
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As Mr. Vinod's instructions in Week 05 class, I positioned my
wordmark in the center of a square and duplicated the square into
15mm on the top right corner, along with a T-shirt featuring my
wordmark. I then used the printer system at Taylor's University to
print out my work and presented it to Mr. Vinod.
- Letter L, I, E - My love for reading.
- Letter I, E tilted to the left - Mimic the appearance of books
on a shelf.
- Circle on letter I - Camera lens, photography hobby.
- Letter W - Represents cups, enjoyment of various beverages.
- Curvy line, moon, star - Sky, elements in my photography.
- Sharpness - My personality.
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Figure 3.5 First attempt. (Week 05, 27.09.2023)
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Figure 3.6 Printed wordmark 01. (Week 05, 27.09.2023)
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Attempt 02
After I presented my wordmark to Mr. Vinod and received
feedback from him. I then made revisions to my wordmark based on
his suggestions.
I chose to use books to form the letter 'LIEW' and decided to
keep the concept of mimicking books on a slightly tilted
bookshelf. I conducted some research on Pinterest to gather visual
references before beginning the new attempt at wordmark
design.
Figure 4.1, 4.2, 4.3 Visual references. (Week 05,
27.09.2023)
I decided to give the letter 'LIEW' a 3D appearance in the form
of books to make it look more engaging and lifelike rather than
flat. To accomplish this, I experimented with various angles for the
books to determine the most suitable one for forming the letter
'LIEW.'
Figure 4.4, 4.5 Visual references. (Week 05, 27.09.2023)
Outcome
After completing my second attempt at the
wordmark, following Mr. Vinod's initial feedback, I presented it to
him for further input.
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Figure 4.6 Second attempt. (Week 05, 27.09.2023)
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I improved the edges of each book, making them less rounded.
Additionally, I refined the white line between the books for a neater
appearance and better differentiation. I also adjusted the size and
angles of the books to achieve a more balanced overall wordmark.
Figure 4.7 Progress screenshot. (Week 05, 30.09.2023)
Final Key Artwork
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Figure 5.1 Final key artwork. (Week 05, 30.09.2023)
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Figure 5.1 Final key artwork. (Week 05, 30.09.2023)
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Task 2B: Collateral
In task 2B, we were assigned to animate our key artwork and design
three collaterals for our wordmark. The first step was to expand our
key artwork identity by selecting a color palette from Color Hunt.
Next, we were required to create an Instagram account for our key
artwork and design engaging posts for it.
Color Palette
Initially, I conducted a review and
selected my preferred color palette from ColorHunt. I opted for a
four-color palette, encompassing both light and dark hues. I avoided
choosing a monochrome color palette, in accordance with Mr. Vinod's
instructions.
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Figure 6.1 Chosen color palette. (Week 05, 01.10.2023)
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After selecting my color palette, I proceeded to gather inspiration by
reviewing sample identity expansion projects available on the Pentagram
website. This research provided me with valuable ideas and insights on
how to expand my key artwork identity effectively. Subsequently, I began
the process of expanding and refining my identity using Adobe
Illustrator.
For my key artwork expansion, I chose to create
collateral items in the form of a tote bag, a t-shirt, and a phone
case. In expanding my key artwork, I utilized various design
elements. I incorporated lines, repeated my wordmark, and used squares
to create a harmonious and consistent look across the collateral
items.
Figure 6.2, 6.3, 6.4, 6.5 Progress screenshot. (Week 06,
02.10.2023)
Tote Bag
For my first expansion onto a tote bag, I
decided to repeat my wordmark in a diagonal direction from left to
right. This design choice adds a dynamic and visually appealing
element to the tote bag, creating a sense of movement and
rhythm.
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Figure 7.1 Collateral attempt 01. (Week 06, 02.10.2023)
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In my second attempt, I continued to use the repetition of my wordmark.
However, I introduced two different colors in the repetition. This
choice resulted in the formation of the letter "L" within the
design.
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Figure 7.2 Collateral attempt 02. (Week 06, 02.10.2023)
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In my third attempt at designing the tote bag, I opted for a beige
background color, with the wordmark in dark blue and light blue, and
incorporated red lines. This design was inspired by the appearance of
paragraphs in written text.
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Figure 7.3 Collateral attempt 03. (Week 06, 02.10.2023)
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T-shirtFor my t-shirt design, I drew inspiration from comic
posters, which often feature illustrations in the background with the
title placed in the center, with various colors or elements to make it
stand out.
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Figure 7.4 Collateral attempt 04. (Week 06, 02.10.2023)
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Phone Case
For the phone case design, I opted for a
light-colored background and used rectangles to distinguish the
repetitive wordmark with a diagonal orientation from the background.
On top of this, I added a red square with the wordmark in dark blue
placed within it.
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Figure 7.5 Collateral attempt 05. (Week 06, 02.10.2023)
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In my next design attempt, I incorporated lines inspired by the previous
design on the tote bag. This addition creates a connection between the
tote bag and phone case designs, ensuring a consistent and unified
visual identity for the brand.
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Figure 7.6 Collateral attempt 06. (Week 06, 02.10.2023)
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During week 6 class, Mr. Vinod reviewed my design attempts for expanding
the key artwork identity. He provided feedback that the expansion was
well done. Specifically, he mentioned that the third attempt for the
tote bag was good. However, for the phone case design, he suggested
further exploration using lines to create a distinction from the tote
bag design, which focused more on wordmarks.
Based on Mr. Vinod's
feedback, I proceeded to further expand the key artwork identity for the
phone case design.
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Figure 7.7 Collateral attempt 07. (Week 06, 07.10.2023)
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Figure 7.8 Collateral attempt 08. (Week 06, 07.10.2023)
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In addition to the refinements I made, I decided to change the
collateral from a t-shirt to a notebook. This decision was based on the
idea that a notebook would better represent my hobby of reading,
aligning more closely with the concept of my wordmark.
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Figure 7.9 Collateral attempt 09. (Week 06, 07.10.2023)
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Final Collaterals
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Figure 8.1 Final collaterals. (Week 07, 08.10.2023)
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Figure 8.2 Final collaterals. (Week 07, 08.10.2023)
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Figure 8.3 Final collaterals. (Week 07, 08.10.2023)
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Instagram Page
After completing the collaterals, I created
an Instagram page for my key artwork. I conducted research on
Pinterest to gather inspiration for designing my Instagram posts.
Following the research, I began the process of creating my Instagram
posts.
For my first attempt, I chose to position my self-portrait
in the middle left and the wordmark in the middle right. When these
three posts are viewed together from my profile, they create a
complete view of the design. I placed the collaterals in the bottom
and top posts.
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Figure 9.1 IG posts attempt 01. (Week 07, 09.10.2023)
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For my second design, I positioned my self-portrait in the right
bottom corner of the 4 posts. The entire grid of 9 posts is connected
using a paper tape design, allowing the full view to be seen from my
profile.
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Figure 9.2 IG posts attempt 02. (Week 07, 09.10.2023)
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After I shared my progress with Mr. Vinod during the week 7 class, he
suggested I continue to explore the second attempt for the Instagram
posts. He found the use of paper tape to be more interesting and
engaging.
I felt that the design and paper tape placement in
attempt 02 looked messy. So, I decided to start over by sketching out
the overall design of the Instagram posts while retaining the style from
attempt 02.
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Figure 9.3 IG posts sketch. (Week 07, 14.10.2023)
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After sketching the design, I used Adobe Illustrator to digitize it.
During this process, I refined the design, especially removing some of
the paper tape elements that made the overall Instagram posts look
messy.
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Figure 9.4 Progress screenshot. (Week 08, 18.10.2023)
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In addition to simply adding the rectangle boxes, I also applied the
paper tape effect to each one.
To enhance the realism, I included shadows for each element that
overlapped with another.
My concept for this animated
artwork involves the paper tape continuously rolling at the top and bottom
while the book on a red shelf bursts in from the middle. The shelf moves
with momentum from right to left, causing the book to tilt and shape my
wordmark.
Final Key Artwork & Collateral
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Figure 12.1 Final key artwork- b&w. (Week 08, 18.10.2023)
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Figure 12.2 Final key artwork- b&w. (Week 08, 18.10.2023)
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Figure 12.3 Final key artwork- color. (Week 08, 18.10.2023)
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Figure 12.4 Final key artwork- color. (Week 08, 18.10.2023)
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Figure 12.5 Final key artwork- color. (Week 08, 18.10.2023)
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Figure 12.6 Final key artwork- color. (Week 08, 18.10.2023)
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Figure 12.7 Final animated key artwork. (Week 08, 18.10.2023)
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Figure 12.8 Color palette. (Week 08, 18.08.2023)
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Figure 12.9 Final collateral 01. (Week 08, 18.08.2023)
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Figure 12.10 Final collateral 02. (Week 08, 18.08.2023)
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Figure 12.11 Final collateral 03. (Week 08, 18.08.2023)
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Click here to Instagram page: liew__typo
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Figure 12.12 Final Instagram page. (Week 08, 18.08.2023)
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| Figure 12.13 Instagram post 01. (Week 08, 18.10.2023) |
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| Figure 12.14 Instagram post 02. (Week 08, 18.10.2023) |
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| Figure 12.15 Instagram post 03. (Week 08, 18.10.2023) |
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| Figure 12.16 Instagram post 04. (Week 08, 18.10.2023) |
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| Figure 12.17 Instagram post 05. (Week 08, 18.10.2023) |
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| Figure 12.18 Instagram post 06. (Week 08, 18.10.2023) |
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| Figure 11.19 Instagram post 07. (Week 08, 18.10.2023) |
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| Figure 12.20 Instagram post 08. (Week 08, 18.10.2023) |
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| Figure 12.21 Instagram post 09. (Week 08, 18.10.2023) |
FEEDBACK
Week 04
General Feedback: Provide clear,
reason-based explanations instead of using subjective terms like
"elegant" or "nice to explain the design/artwork. Consider both
visible and hidden elements, as users often attach meaning to
design choices. Effective communication should be a priority in
your design process.
Specific Feedback: Clarify
the design's representation and meaning, ensuring the wordmark is
both readable and memorable.
Week 05
General feedback: Keep the wordmark
simple. Otherwise, it might become difficult to distinguish when
the image is zoomed out.
Specific feedback: Just
keep one of the meanings, either suggest making the letters L, I,
E, W from books, which can be either four letters made from books
or just one letter made from books. Ensure that the edges of the
books are not too round but also not extremely sharp.
Week 06
General feedback: Further
integrate the identity into the collaterals. Avoid just placing
the wordmark as is and refrain from limiting the color palette
solely to monochrome options.
Specific feedback: The overall expansion looks good, and the color palette is
suitable. Ensure there's consistency across the identity
expansion. Recommend incorporating more lines into the phone case
design instead of relying solely on the wordmark. This will create
a contrasting effect with the tote bag design while maintaining
overall consistency.
Week 07
General feedback: Can consider creating
a layout design for Instagram posts that appear connected when
viewed from the profile.
Specific feedback: The design
of the Instagram post is captivating, and can further explore that
style.
REFLECTIONS
Experience
I experienced exhaustion throughout this
assignment. This exhaustion was primarily caused by the
assignment's demanding nature, which required a significant amount
of focus and time. I needed to identify the elements that would
best represent myself and transform them into a meaningful
wordmark. The expansion of the wordmark also presented a challenge
as I had to determine the most suitable approach while maintaining
consistency across the various collateral items. This assignment
was challenging for me because I had not encountered this type of
project previously, which left me feeling somewhat
directionless.
Observation
I observed significant challenges in
designing a wordmark that could effectively represent personal or
brand identity. It needed to be both meaningful and easily
comprehensible to others, even in small sizes. Additionally, I
observed the difficulty of creating engaging Instagram posts.
Often, we don't pay close attention to the design of Instagram
posts in our daily lives.
Findings
I felt a great sense of satisfaction upon
completing all the tasks. It was rewarding to see the overall
design and expansion I created, almost like having my own brand
and collaterals ready for sale. This assignment has let me learn
to observe other Instagram posts, collaterals, and wordmarks more
closely to improve my design skills. I've also learned how to
expand my wordmark while maintaining consistency and ensuring the
expanded identity aligns with the meaning of the wordmark.
FURTHER READING
I decided to study the book, The Vignelli Canon.
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Figure 13.1 The Vignelli Canon (2009).
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Part 01: The Intangibles talk about Semantics, Syntactics,
Pragmatics, Discipline, Appropriateness, Ambiguity, Design is One,
Visual Power, Intellectual Elegance, Timelessness, Responsibility
and Equity
Three important aspect in design:
Semantic- Semantics is about the research carried out
before commencing any project, regardless of its format.
- This research involves delving into the meaning and historical
context of the subject to gain a deeper understanding of the
project's nature.
- By doing so, we can chart a more suitable course for the
development of a new design.
- This research can encompass various aspects, such as the subject's
history, its meaning, information about the company, details about
the product, the subject's market position, insights into the
competition, understanding the end user, and more.
- Semantics guides us in determining the most fitting form for the
subject at hand, allowing us to interpret or adapt it in alignment
with our objectives.
Syntactic
- Syntax in design serves as the guiding principle that controls the
correct application of grammar in the crafting of phrases and the
communication of a visual language.
- In design, this syntax is shaped by a multitude of elements
inherent to the project's nature.
- For instance, in graphic design these elements include the overall
structure, the grid, the choice of typefaces, the arrangement of
text and headlines, the selection of illustrations, and more.
- Maintaining syntactical consistency is of utmost significance in
graphic design, much as it is in various human undertakings.
- Grids stand as one of the many tools that assist designers in
upholding this syntactical consistency in the realm of graphic
design.
Pragmatic.
- Pragmatics is about the significance of crafting designs that are clear
and effective in conveying their intended messages to others.
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