Advanced Typography: Task 2 Key Artwork & Collateral
14/05/25 - 10/6/25 (Week 4 - Week 8)
SUN YUTONG (0377440)
Advanced Typography / Bachelor of Design (Honours) in Creative Media
Task 2 Key Artwork & Collateral
JUMP LINK
LECTURE
LECTURE 5: AdTypo_5_PerceptionAndOrganisation
The lecture discussed how to improve the visual navigation and
interpretation efficiency of information through contrast and form in
typography design.
The lecture discussed the layout of typesetting and several contrasting ways
of typesetting:
Fig 1.1 Comparison method
Analyzes various methods of creating contrast in typography, including seven
types of contrast: font size, weight, form, structure, texture, direction,
and color.
Fig 1.2 7 types of contrast
INSTRUCTIONS
Task 2: Key Artwork & Collateral (30%):
Task 2 (A) - Key Artwork:
Begin Task 2 by making a mind-map (of who you are or like to be), create a
mood-board or an inspo. for direction and produce sketches of possible
wordmark/lettering of your name (first name or pet name or pseudonym —
minimum 4-5 characters).
- Black wordmark on white background
- White wordmark on black background
- Colour palette
- Wordmark in actual colours on lightest shade of colour palette
- Wordmark in lightest shade of colour palette on darkest shade of colour palette
- Wordmark animation
Task 2 (B) - Collateral:
Begin Task 2B collateral (3 items), expand your key artwork with the
knowledge gained today.
Expand your key artworks identity into your chosen collateral.
For inspiration view Pentagram site and study how identities are expande.
Week 4: Key Artwork：
First, I completed a mindmap based on my own design and used many different
fonts on Pinterest for reference.
Mindmap:
Then I chose the four letters "tong" to design the wordmarks based on my
name: SUN YUTONG.
At the beginning, when I chose to extract the keywords from the mindmap, I
chose music and geometry to sketch because I am interested in music and
geometry.
Fig 1.1 Wordmark Sketch 1
But Mr. Vinod checked my sketch and told me that my wordmark was not
closely connected with my mindmap and asked me to re-draw the sketch.
I tried several times and designed different versions based on the reference
text:
Fig 1.2 Wordmark digital sketch
I used this pattern as the main body, which can be combined with my keywords:
Geometric pattern UIUX icon.
Fig 1.3 Main Elements
Fig 1.4 Process Diagram
Fig 1.5 Color palette
Final wordmark:
Final Color Wordmark:
Create a GIF animated wordmark:
When making the Gif, I used Adobe Illustrator to create artboards for each
frame of the Gif. I selected my main elements to lead out my wordmark, making
it appear slowly.
After Illustrator was finished, I exported it to Photoshop to make the Gif.
Fig 2.1 Illustrator Process Diagram
Fig 2.2 Photoshop Process
Diagram
In Photoshop, I felt that the gif was not particularly smooth, so I re-made it
in AE.
Fig 2.3 GIF animated wordmark
FINAL TASK 2A - KEY ARTWORK:
Fig 3.1 Black workmark on white background
Fig 3.2 White workmark on black
background
Fig 3.3 Colour palette
Fig 3.4 Workmark in actual
colours on the lightest shade of your colour palette
Fig 3.5 Workmark in the lightest
shade of your colour palette on the darkest shade of your colour palette
Fig 3.6 Final Task 2 (A)
Fig 3.4 Final GIF animated wordmark
Week 7: Task 2B-Collateral:
- Collateral 1, 2, 3
- Instagram ID and Link
- IG screenshot with good resolution. IG has 9 tiles (profile must include bio).*1080px(W) x 1350px(H), 300 ppi
In the selection of collateral, I used the website to make the selection.
In the end, I chose three items: hoodies, hats, and cups. After completing
the selection of items, I used psd files to import into Photoshop for
Workmark replacement.
Fig 4.1 Workmark Replacement Process
Expansion & Exploring Variations:
When expanding, I first tried to place the key elements. At first, I chose
to use 5 to arrange them, but this made the picture look empty and could not
stand out. Then I chose to use multiple elements and arranged them
diagonally. Mr. Vinod gave me feedback that the empty spaces also needed to
be expanded.
Then I chose UIUX Icon as my keyword. In the tight rehearsal, I added the
main elements and used segmentation to make the letters reflect the starring
elements.
This is the exploration process:
Fig 4.2 Process diagram
FINAL TASK 2B - KEY COLLATERAL:
Fig 4.3 Final collateral 1-clothes
Fig 4.4 Final collateral 2-hats
Fig 4.5 Final collateral 3-cups
Fig 4.6 Final main elements
Fig 4.7 Keywords
Fig 4.8 Color Workmark 1
Fig 4.9 Color Workmark 2
Fig 4.10 Color Palette
Fig 4.11 Self-Portrait
Fig 4.12 Final Nine-Grid Layout
Fig 4.13 Final INS screenshot
Final Task 2 (B)
Fig 4.14 Final Task 2 (B) (PDF)
FEEDBACK
WEEK 5:
General Feedback: Mr. Vinod explained to us the need to link the
selected keywords in the mindmap with the workmark, and showed us some
excellent cases.
Specific Feedback: Mr. Vinod checked my mindmap and design
sketches and explained to me that I needed to rework my sketches and that
the theme of my design should be more closely connected with the
mindmap.
WEEK 6:
General Feedback: Mr. Vinod checked our work and gave
guidance.
Specific Feedback: In the 6th week, Mr. Vinod checked our homework
and told me that I only need to choose one keyword and not incorporate too
many.
WEEK 7:
General Feedback: This week, Mr. Vinod checked out our Key Artwork
& Collatera.
WEEK 8:
General Feedback: Mr. Vinod introduced us to the tasks we need to
complete in Task 3, showed us the works of outstanding students, and told us
how we need to complete the tasks in Task 3.
Specific Feedback: Mr. Vinod checked the INS screenshot and
pointed out that my main elements should be further expanded and the keywords
should not be selected with their own letters.
REFLECTION
Experience: I tried many times to complete this task, which was
difficult for me because I didn't know how to complete it at the beginning and
didn't know how to integrate keywords, so I remade the workmark many times.
When Vinod showed us how to design a workmark and what to pay attention to, I
understood how I needed to complete it. When completing the workmark, you need
to pay attention to the overall proportion. I learned to use the grid to
ensure the harmony of the letters. After completing the workmark, I found it
very interesting to apply my own workmark to the physical collateral. Overall,
I learned a lot from this task 2.
Observation: When I was completing the workmark, I learned that the
proportion of letters is very important. In the process of completing the
design, I learned to use a grid to ensure the proportion of letters. And the
readability of the workmark is also very important. When we are designing, our
workmark letters should be obvious so that readers can clearly know what
letters they are. In the process of combining the workmark with self-keywords,
we must choose the right keywords and not combine too many keywords in one
workmark.
Discovery: The process of completing the workmark design is
challenging. How to closely connect the workmark with myself and how to let
readers connect themselves to the workmark is a big challenge. I need to
continue learning and further improve to design better works.
FURTHER READING
1. Juzdan:
The brand's logo uses a "wallet" graphic as the key point and is constructed
using simple graphics.
In the use of color palettes, color blocks and the suggestive design of
"wallet opening and closing" are used to enhance memory points and
recognition. The shape is soft and the style is simple, which is suitable
for the use of digital products in App icons.
2. Shakespeare in the Park 2025:
This design is to promote the summer performances of two Shakespeare works
to attract public participation.
The design uses bold oversized fonts and sans serif letters, which are
interlaced and arranged, which is very visually impactful.
The design is applied to multiple carriers such as banners, brochures,
posters, subway ads, and social media. It shows that it can be adapted to
different carriers.
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