Advanced Typography: Task 2 Key Artwork & Collateral

13.05.2025 - 10.06.2025 ( Week 4 - Week 8)

WANG JINYI / 0374697

GCD61004 / Advanced Typography / Bachelor of Design (Honours) in Creative Media / Taylor's University

Task 2A & B / Key Artwork & Collateral

TABLE OF CONTENT

1. Contrast

Contrast is one of the most powerful tools in design—it helps establish hierarchy, focus, and rhythm. Here are the key types of contrast we looked at:

Size – Big titles vs. small body text.
Weight – Bold vs. light fonts can emphasize key points.
Form – Using all caps, italics, or lowercase to break visual monotony.
Structure – Combining serif and sans-serif fonts to create a striking look.
Texture – Mixing font sizes, line spacing, and letter spacing to form blocks of texture.
Direction – Rotating or slanting text to lead the eye.
Color – Using different tones or brightness to highlight info.

2. Form

Form is about the character and feel of the typeface. In my case, since I’m working on a vine-inspired letterform, I want it to feel elegant, soft, and natural while still being legible. The challenge is to balance personality with function.

3. Organisation

This section touched on Gestalt Principles, which basically explain how our brains naturally group and organize visual information. Understanding these can help us create cleaner, more readable layouts.

Here are a few key ones:

Similarity – Elements that look alike are seen as related.
Proximity – Items close together appear grouped.
Closure – The brain fills in missing shapes or lines.
Continuation – The eye follows paths or directions naturally.
Symmetry & Simplicity – Balanced and clean designs feel more comfortable to read.

INSTRUCTIONS

GCD 61004｜Advanced Typography Module Information Booklet

TASK 2 (A) Key Artwork

Timeframe: Week 4 - Week 6

For task 2(A), we were required to make 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).

What we need to submit :

Black word mark on white background
White word mark on black background
Color palette
Wordmark in actual colors on lightest shade of color palette
Wordmark in lightest shade of color palette on darkest shade of colour palette
Wordmark animation (Gif format)

*1024px x 1024px, 300ppi (each artwork).

Mind Mapping

Fig 1.1 Mindmap "About Me", Week 4

The purpose of creating the mind map was to explore myself on a deeper level, to uncover my potential, and ultimately define my identity more precisely. I love animals, feel close to nature, value peace, and seek order while also embracing spontaneous and unconventional inspiration.

Moodboard

Fig 1.2 Mood board, Week 5 (20.05.2025)

Based on the direction of my inspirations, I created a mood board. Personally, I’m very drawn to thin, structured typefaces that feel elegant yet full of vitality.

Sketches

Fig 2.1 Initial sketches, Week 5

Keywords: thin strokes, structure, elegance, nature

Among the sketches I explored, I decided to go with thin and graceful, flowing letterforms.

Below is the final sketch I developed after multiple rounds of exploration. I added leaf elements to the original letterforms to give the overall design a more lively and organic feeling.

Fig 2.2 Final Sketch，Week 5

Digitization

Fig 3.1 Digitizing Process, Week 5

I began digitizing my sketch using the Pen Tool. Through outlining and refining, the letterforms started to take shape.

Fig 3.2 Final Digitized wordmark, Week 5

Mr. Vinod commented that my initial version lacked rhythm and life because the strokes of each letter were too uniform, which made the design feel visually dull.

He demonstrated how to use the Width Tool to vary the stroke weight across different parts of the letters. Adjusting the thickness at the curves of the vine-like forms created better visual balance and flow.

Following his advice, I also redesigned the form of the letter "Y". Now, the updated version of the type feels much closer to what I envisioned.

Color Application

Fig 4.1 Color palette exploration, Week 5

As for the color palette, I used Color Hunt to find a combination that suited my taste. After selecting a few palettes, I applied them to my wordmark to compare how each one worked visually.

In the end, I chose Palette 1 as the final color scheme for my design.

Fig 4.2 Final Color Palette, Week 5

Key Artwork Animation

For animation, I used Adobe After Effects to edit the keyframes of each letter.

Fig 5.1 Animation process in AE, Week 6

Fig 5.2 Finalized Animation, Week 6

Task 2A Final outcome

Fig 6.1 Black wordmark on white background, Week 6

Fig 6.2 White wordmark on black background, Week 6

Fig 6.3 Colour Palette, Week 6

Fig 6.4 Wordmark in lightest shade of colour palette on darkest shade of colour palette, Week 6

Fig 6.5 Wordmark in actual colours on lightest shade of colour palette, Week 6

Fig 6.6 Key Artwork Animation, Week 6

Fig 6.7 Task 2A PDF Compilation, Week 6

TASK 2(B) -- COLLATERAL

Timeframe: Week 6 -- Week 8

What we need to submit:

Collateral 1, 2, 3
Instagram handle & link
IG screen grab with good resolution. IG featuring 9 tiles (profile must feature a bio).

*1080px * 1350px, 300ppi (each artwork).

Collateral

Link I used for mockups:

Mockups Design https://mockups-design.com

Collateral #1 Tote Bag

The first collateral item I chose to design is a tote bag.

At first, I went with a minimalist idea—simply placing my wordmark in the center. However, after consulting with Mr. Vinod, I decided to repeat one of the letterforms to make the overall layout feel less plain and more engaging.

Fig 7.1 Collateral #1 Tote Bag, Week 7

Collateral #2 Mug

The second collateral is a mug. I personally prefer darker, more muted color combinations. For this design, I arranged my custom lettering in a neat and structured way, added my self-designed motto ("step by step, leaf by leaf"), and included a mock email address for my “studio,” making it look like a piece of personal brand merchandise.

Fig 7.2 Collateral #2 Mug, Week 7

Collateral #3 Bucket Hat

The third collateral is a bucket hat. For this layout, I applied a repeating "N" design, carefully adjusting stroke weights and ensuring consistent colors. The result is a rhythmic, natural connection that mimics the look of a vine wrapping around the hat.

Fig 7.3 Collateral #3 Bucket Hat, Week 7

Identity Expansion & Instagram Tile Design

1. Initial Development

Colour Palette

Fig 8 Colour Palette, Week 7

I use a natural color palette of beige, green, and brown to reflect the vine-inspired concept. The central "N" logo keeps its elegant thin-stroke form with leaf elements, highlighting a calm and organic brand feel.

Black & White Photograph

Fig 9 BNW photo，Week 7

I took a selfie and used Photoshop to apply a black-and-white effect, along with adjusting a series of settings.

Pattern Expansion

This composition features the custom "N" logo repeated in a rhythmic flow, mimicking the natural growth of vines. The repetition and balanced spacing create a visual harmony that feels organic and structured at the same time.

Fig 10. 1 Pattern design 1, Week 7

"Step by step, leaf by leaf" is seamlessly integrated with the vine-inspired N lettering, reinforcing the theme of growth and progress. The flowing layout and soft color palette reflect a calm, natural rhythm, aligned with the idea of steady personal development.

Fig 10.2 Pattern design 2, Week 7

Instagram Layout Design

Fig 11 Attempt #1 of Instagram feed layout, Week 7

Task 2B Final Outcome

Fig 12.1 BNW Photo, Week 7

Fig 12.2 Pattern expansion 1, Week 7

Fig 12.3 Pattern expansion 2, Week 7

Fig 12.4 Collateral 1, Week 7

Fig 12.5 Collateral 2, Week 7

Fig 12.6 Collateral 3, Week 7

Fig 12.7 Colour Palette, Week 7

Fig 12.8 Instagram Feed Design Layout, Week 7

Instagram Link：https://www.instagram.com/studiojinyi?igsh=MXQ3Y21nY3RuYTBjeQ==

Fig 13 Screenshot of Instagram page, Week 7

Fig 14 Task 2B PDF Compilation, Week 7

Task 2 Outcome Compilation

Fig 15.1 Black wordmark on white background, Week 6

Fig 15.2 White wordmark on black background, Week 6

Fig 15.3 Colour Palette, Week 6

Fig 15.4 Wordmark in lightest shade of colour palette on darkest shade of colour palette, Week 6

Fig 15.5 Wordmark in actual colours on lightest shade of colour palette, Week 6

Fig 15.6 Key Artwork Animation, Week 6

Fig 15.7 Task 2A PDF Compilation, Week 6

Fig 15.8 BNW Photo, Week 7

Fig 15.9 Pattern expansion 1, Week 7

Fig 15.10 Pattern expansion 2, Week 7

Fig 15.11 Collateral 1, Week 7

Fig 15.12 Collateral 2, Week 7

Fig 15.13 Collateral 3, Week 7

Fig 15.14 Colour Palette, Week 7

Fig 15.15 Instagram Feed Design Layout, Week 7

Instagram Link：https://www.instagram.com/studiojinyi?igsh=MXQ3Y21nY3RuYTBjeQ==

Fig 15.16 Screenshot of Instagram page, Week 7

Fig 15.17 Task 2B PDF Compilation, Week 7

FEEDBACK

Week 5

Mr. Vinod mentioned that my initial designs felt too commercial and lacked personal character. He encouraged me to explore a more authentic self-expression through the form and meaning of my name. Specifically, he pointed out that using external symbols like wine glasses and high heels made the lettering too figurative, and advised me to focus on expressing identity through the rhythm, structure, and tension of the letterforms themselves.

Week 6

This week, Mr. Vinod felt that I was moving in the right direction with my new concept. However, he observed that the uniform stroke width made the design feel flat and less dynamic. He showed me how to use Illustrator tools to vary the stroke thickness and create a livelier rhythm. He also reminded me to keep the spacing between letters consistent to maintain a balanced and harmonious layout.

Week 7

Mr. Vinod encouraged me to be more experimental with my mockup designs to avoid repetition and visual monotony. He specifically suggested incorporating a variety of symbolic elements to create a more interesting rhythm and visual flow. For the type animation, he recommended shortening the duration to make it feel tighter and more impactful.

Week 8

This week, the feedback focused on refining the overall visual clarity. Mr. Vinod noted that the connections between the repeated “N” letters could be made smoother and more organic, like vines naturally winding upward. He also emphasized the importance of consistent color treatment to avoid a visually “noisy” or cluttered appearance.

REFLECTION

Experience
In this task, I created a custom wordmark based on my name “JINYI,” inspired by nature, order, and elegance. I developed a vine-like thin serif typeface with added leaf elements to show vitality. After digitizing the sketch in Illustrator, I used the Width Tool to add rhythm and contrast, especially around curves. I then applied my type design to three collaterals: a tote bag, a mug, and a bucket hat—each designed to reflect my identity visually and conceptually.
Observation
I noticed that consistent stroke thickness made the type look dull. Adjusting it made a huge difference in visual rhythm. When applying the design to products, I found that simple placements were too plain, and using repetition or variation helped make the layout more engaging. Typography isn't just about individual letters—it’s also about how they live in space and context.

Findings
This project taught me the value of starting from self-reflection. Designing from personal meaning made the result more authentic. I also learned that refining small details like spacing and contrast really improves the overall impact. Applying the design across collaterals helped me understand how type can carry identity beyond the screen.

FURTHER READINGS

Fig 16 Typographic Design: Form and Communication by Rob Carter 2015, Week 7

Reading Typographic Design: Form and Communication has enabled me to better understand how typesetting works, rather than merely "making things look good". This is not merely a matter of choosing fonts; it also concerns how the text conveys meaning, how it is organized, and how people read it.

This book tells the history of printing, from hand-carved inscriptions to digital fonts. It made me realize that typesetting has always been a part of our sharing of ideas, and every change in technology has also changed the way we read and design. I have also learned that typesetting is not merely visual decoration. The position, spacing and style of the text can change our feelings when reading.

The idea of using a grid system caught my attention. At first, this sounds very restrictive, but in fact, it helps to create balance and structure. This is like having a guide that enables you to stay organized while maintaining creativity. Another part is about the grammar of typesetting, which is new to me. Just as sentences have grammar, typesetting also has structure. A good structure makes it easier for readers to understand and participate.

Finally, the invention of printing made knowledge more accessible, triggered a revolution and basically helped shape modern society. It is crazy to think that typesetting plays such an important role in it.

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WANG JINYI 0374697