Advanced Typography - Task 2A & 2B: Key Artwork & Collateral

Key artwork is also known as key visual, which is designed for branding and printed repeatedly across media such as posters, box covers etc. In this task, we will be using a word mark as our key artwork. It can be our fist name or a pseudonym.

A. Research

Mr. Vinod asks us to find 5 word marks that we obsessed with. These designs will help on our construction later on.

Fig 1.1.1. 5 word marks (source:Pinterest), Week 4 (20.9.2023)

I found my five word marks on Pinterest. I think all of them have the same design traits: they exudes a contemporary elegance. Most of them boasts a bold letterforms, creating a strong and striking visual impact.

B. Ideation and Sketches

I decided to use my phone name 'zhxo' in my word mark. It's a transition from the centre word of my name 'Zhao'. As my friend always identify me with 'zhxo' when we AirDrop each others documents, I think it is more representative for me. In the other hand, 'Zhao' is actually a family name in Chinese, it will be so popularised if I use that as my label.

I developed my ideation through sketching because I prefer to write rather than thinking. Also I don't have a specific ideas for my word mark. What is on my mind right now is the word mark will be expressing my style and identity.

Fig 1.2.1 shows my sketches.

My ideas on the key artwork:

1. High contrast: Conveys a sense of delicacy.

2. Gothic aesthetic: Include somewhat mysterious, represents the first impression I always give to others.

3. Formality: Represents my personality.

4. Subversive stroke: Rebellion. I value my individuality and willing to take daring steps.

C. Digitalisation

Fig 1.3.1. Digitalisation, Week 5 (27.9.2023)

I tried to digitalised other sketches but it doesn't work, so I'll stick with my final sketch. In the feedback section, Mr. Vinod said that the readability of "zhxo" is low. I was thinking to change it to "zhao", in the end I don't like it.

I maintained with "zhxo", and made some refinement from my sketches: smoothen the strokes, assessing with its consistency etc.

Fig 1.3.2. White Space, Week 5 (27.9.2023)

I create a white space between strokes of 'z' and 'x' because it implies sophistication.

Fig 1.3.3. Progression, Week 5 (27.9.2023)

Fig 1.3.3. shows the progression of my key artwork. Before I finalised it, Mr. Vinod suggests to reduce the tips' sharpness of 'z' and 'x'.

Final Key Artwork

Fig 1.3.4. Final Key Artwork (Black & White), Week 5 (1.10.2023)

Task 2B / Collateral

Then, we were tasked to transform our own key artwork into a brand by collaterals.

Collateral:

1. Animated Key Artwork (800x1024px, GIF)

2. Instagram account

3. Mock-ups: T-shirt, label pin, signboard etc.

If instructed, we will need to print out our collateral.

In my key artwork, as I mentioned I valued my personalities, I want to create a skin care brand to indicate self-care and self-love. I wish to empower individuals to embrace their inner and outer beauty. My key artwork serves as a compelling representation of my brand message: "Infinite possibilities on you."

First we were instructed to search for a colour palette on Color Hunt for our brand.

My colour palette: #323232, #FA4EAB, #FE83C6, #FFF2F9.

Fig 2.1.1. Colour Palette from ColorHunt, Week 6 (4.10.2023)

1. Animated Key Artworks

Requirements:

i. 800/1024 px, height and weight

ii. GIF format

To create the animation, I created separate layers in Adobe Illustrator and imported them into Adobe After Effects. In AE I used the timeline to create each layers' movements.

Fig 2.1.1. Timeline in AE #1, Week 6 (6.10.2023)

My idea was to combine several animation together. Below is my first part of animation:

Fig 2.1.2. Animation #1, Week 6 (6.10.2023)

The second part of the animation are created by different colour of my word mark. I think changing colours added a sense of variety for my branding, and evoke a range of emotions which can communicate with audiences.

Fig 2.1.3. Timeline in AE #2, Week 6 (6.10.2023)

Fig 2.1.4. Animation #2, Week 6 (6.10.2023)

And the last animation serves as a ending scene.

Fig 2.1.5. Timeline in AE #3, Week 6 (6.10.2023)

Fig 2.1.6. Animation #3, Week 6 (6.10.2023)

Final Animated Key Artwork

Fig 2.1.7. Final Animated Key Artwork, Week 6 (6.10.2023)

2. Instagram Cards

As we were going to create a new Instagram account, I need to design some cards to post on it. All of my cards are 210 x 210mm, designed according to the colour palette.

Fig 2.2.1. Instagram Cards Attempts, Week 6 (6.10.2023)

This part was challenging for me to develop my idea because we couldn't make changes to our word mark. I was thinking to create a significant icon and I chose the 'x' because most of the time, especially in maths, x indicates a mysterious role, which would match my brand message.

Then I tried to use the 'x' repeatedly to form a pattern but it doesn't work. Surprisingly, I like the pattern of repeated 'zhxo'. I also include my brand message: "Infinite possibilities in you." in some of the cards.

Final Instagram Cards

Fig 2.2.2. Instagram Card #1, Week 6 (6.10.2023)

Fig 2.2.3. Instagram Card #2, Week 6 (6.10.2023)

Fig 2.2.4. Instagram Card #3, Week 6 (6.10.2023)

Fig 2.2.5. Instagram Card #4, Week 6 (6.10.2023)

3. Collaterals

A. Product Package

I chose product package boxes as my first collateral because it serves as a tool to make my brand easily recognisable if it was designed unique. I will be repeating the cards design for my collateral to create consistent brand identity.

Also, I create another design for the greeting card. There are two different colour of it to represent if the skincare product is for day-use (white) or night-use (black).

Fig 2.3.1. Greeting Cards Design, Week 7 (11.10.2023)

Fig 2.3.2. Collateral - Product Package, Week 7 (11.10.2023)

B. Lotion

At the mock-up beginning session, Mr.Vinod advised us to not to just paste our artwork in everywhere. I used the Instagram card #1 as my signature pattern.

Fig 2.3.3. Collateral - Lotion, Week 7 (12.10.2023)

C. Stickers

Stickers were used as my promotional items for customers, or to create limited edition products or seasonal packaging.

Fig 2.3.4. Collateral - Stickers, Week 7 (12.10.2023)

Additional: Printed T-shirt
At Week 9, Mr.Vinod asked us to print out our key artwork on a t-shirt and wear it to class.

Final Task 2A & 2B: Key Artwork & Collateral

Fig 2.4.1. Final Key Artwork, Week 7 (13.10.2023)

Fig 2.4.2. Final Key Artwork (coloured), Week 7 (13.10.2023)

Fig 2.4.3. Final Animated Key Artwork (coloured), Week 7 (13.10.2023)

Introduce Final Key Artwork:

Fig 2.4.4. Colour Palette, Week 7 (13.10.2023)

Fig 2.4.5. Collateral - Lotion, Week 7 (13.10.2023)

Fig 2.4.6. Collateral - Product Packages, Week 7 (13.10.2023)

Fig 2.4.7. Collateral - Stickers, Week 7 (13.10.2023)

Instagram Account: @__zhxo

Fig 2.4.8. Desktop Screenshot of IG Page, Week 7 (13.10.2023)

Fig 2.4.9. Final Task 2: Key Artwork & Collateral - PDF, Week 7 (13.10.2023)

FEEDBACK

Week 4

General Feedback: Your word mark must have a representative meaning, or else it's just a decoration.

Specific Feedback: The readability is low. The form and flow for the second attempt is good but it's hard to pronounce as a brand.

Week 5

General Feedback: no general feedback given

Specific Feedback: The composition is nice, it's just minor crafting problem. Make it smoother, and delete the tip of every end of the strokes.

Week 6

General Feedback: You need to expand your idea for brand identity. Don't just paste the same thing on the product.

Specific Feedback: Same comment as general feedback. Don't just paste the same thing on the product.

Week 7

General Feedback: Do not keep repeating your wordmark in every Instagram posts.

Specific Feedback: no specific feedback given

REFLECTIONS

Experience

Designing my own word mark and crafting branding collaterals has been an emotionally charged journey. It was, at times, a stressful process, as it required significant time and introspection. I found myself dedicating hours to pondering my own personality, values, and the deeper facets of life. This reflective journey often pushed me out of my comfort zone, challenging me to translate these complex emotions into visual elements. However, it was precisely this emotional investment that added depth and authenticity to the resulting word mark and branding.

Observations

I observed that design impacts on brand identity. I need to maintain it's consistency across brand collaterals to boost recognition.

Findings
I found out the rough concept of branding. Design's impact on brand identity is evident. In the duration of this product, I started to observe at famous brand designs in shopping malls. A unique and well-designed logo enhances audience interactions and make them more likely to remember the brand. Conversely, a poor product design makes a brand less competitive to other brands.

FURTHER READING