Advanced Typography: Task 2 - Key Word and Collateral

on

12.05.2025-15.06.25)  /  Week 4-Week 8

Chika  Clarissa Widjaja / 0378636

Advanced Typography / Bachelors of Design (Hons) in Creative Media / Taylor's University

Task 2 - Key Word and Collateral






TABLE OF CONTENTS

  • LECTURES
  • INSTRUCTIONS
  • TASK
  • FEEDBACK
  • REFLECTION
  • FURTHER READING


LECTURES

Week 5: AdTypo_5_Perception and Organisation

Perception is basically about how we see and make sense of things, and design plays a huge role in shaping that, especially in advertising, where it can blur the line between being persuasive and being misleading. In typography, our perception is influenced by things like contrast, form, and how everything is organized.

Contrast is key in making text stand out and easier to read. There are different types of contrast:

  • Size: Bigger text naturally grabs attention. It’s why titles are large—they help set up a clear visual hierarchy.

  • Weight: Bold fonts draw focus when surrounded by lighter text. It’s useful for highlighting important words or phrases.

  • Form: Mixing different type styles—like serif and sans-serif—can add variety and keep things visually interesting.

  • Structure: Fonts are designed differently, and pairing modern and classic ones can create striking combinations.

  • Texture: Adjusting things like spacing and density changes how text feels visually, making the layout more engaging.

  • Direction: Playing with the direction of text (like angling it) can bring energy and draw the viewer’s eye to a certain area.

  • Colour: Strong contrast (like black on white) helps readability, while softer contrasts can give off a more artistic vibe. Choosing the right colors and their tone is important depending on what needs to stand out.

Form in typography is all about how the text looks as a whole. It's not just about being pretty—it also needs to be clear and easy to follow. Good form catches the eye and helps guide the viewer through the design. Sometimes, if a typeface is changed enough—like stretched, textured, or placed in a certain way—it stops being just text and becomes more of a visual element.

When it comes to organization, Gestalt principles help explain how we naturally group and make sense of design elements. Gestalt literally means “whole,” and the idea is that we see the full design first, not just the individual parts. Some key ideas are:

  • Similarity: We group things that look alike.

  • Proximity: Elements close together seem connected.

  • Closure: Our brains fill in missing gaps in shapes or text.

  • Continuity: We follow lines or paths naturally.

  • Symmetry and Simplicity: We’re drawn to designs that feel balanced and uncluttered.


Week 6: 





INSTRUCTIONS


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TASK


Week 4 
Task 2A: Key Artwork

For this, we were instructed to make a key artwork to identify myself.

Fig 3.1 Mind Map About Myself, Week 4 (12/05/25)
I started off with a mind map (Fig 3.1) about myself to help me come up with ideas for the key artwork. At first, I was confused about how to start, what I should make, and things like that. But after finishing the mind map, I got a clear idea of what I wanted my word mark to be based on: a dog . Ever since I was little, I’ve loved animals—especially dogs. I enjoy taking care of them, teaching them tricks, and giving them the best care I can. In the future, I have some ideas for creating a product that can make life better for both dogs and their owners. That’s why choosing a dog related key artwork feels really personal to me.



Fig 3.2 Moodboard, Week 4 (12/05/25)
Then, I looked through Pinterest to find ideas and get a better sense of how I want my word mark to look. Since it’s a dog related key artwork, I want it to feel playful and cute, with round, thick edges and some dog-related elements. Figure 3.2 shows the reference pictures and moodboard that inspired the style I’m going for. I’m aiming for a cheerful, happy, dog vibe overall.




Fig 3.3 First Attempts, Week 4 (12/05/25)

At first, I chose the word "Otei" because it’s my dog’s nickname, and I thought it looked cute and fit the vibe I was going for. But I realized I wanted more letters to work with so I could add design elements or stack parts of the word. Since "Otei" only has four letters, it felt a bit limiting. After some thinking and brainstorming, I decided to go with the word "Houndigo" instead. “Hound” connects to dogs, and the name sounds adventurous—kind of like “Go, Dog, Go!”—while still keeping the dog theme.




Fig 3.4 Exploration, Week 4 (12/05/25)

After deciding on the word I was going to use, I started sketching and exploring different placements, line weights, and elements to include in the word mark. While experimenting, I kept the overall vibe I wanted in mind and listed the qualities I was aiming for: thick lines, round edges, and dog-related elements. I also tried out some thinner sketches just to explore different styles. I’m not sure why, but the thin sketch in the top left kind of reminds me of a sausage dog—it has that long, skinny look that feels similar.


Week 5- After Feedback

After receiving feedback from Mr. Vinod, I realized my mistake—I had made my wordmark too literal, which made it look like a pet store. So, I decided to explore further and ensure that it wouldn’t be too literal this time. I also chose to change the name from 'Houndigo' to my own name, as I feel it will resonate more and represent me better than the word 'Houndigo'. The picture below are my inspirations.



Fig 3.5 References, Week 5 (19/05/25)

Fig 3.6 Further  Exploration, Week 5 (19/05/25)
When experimenting with different styles and vibes, I referred back to my mind map for ideas. In Fig. 3.5, I used different keywords to guide each trademark design. For example, Designs 8 and 9 are playful and active, with feet that appear to be dancing and in motion. Design 4 conveys liveliness through outward strokes and wiggly shapes that suggest movement. I decided to choose Design 10 since it represent me the most. It feels introverted—due to the use of all lowercase letters and bubbly characters—while still being playful, bright, and cute.




Fig 3.7 After feedback  Improvement, Week 6 (28/05/25)

In Week 6, after receiving feedback to reduce the kerning and explore more star-type elements, I did just that. I experimented with various star designs to see which one best fit my wordmark, while keeping my keywords in mind. I avoided sharp, thin stars because my wordmark is meant to be cute, playful, and bright. After testing many star options, I chose the one in the bottom right. Although it isn't a big difference,  It still feels cute and isn’t too overwhelming, so it doesn’t distract from the wordmark. I also liked how the bottom of the star sits perfectly on top of the letter 'i'. Additionally, I adjusted the letters to be slightly closer together.


Task 2a Final Outcome



Fig 3.8 White word mark on black background, Week 6 (28/05/25)



Fig 3.9 Black word mark on white background, Week 6 (28/05/25)



Fig 3.10 Color Scheme, Week 6 (28/05/25)


Fig 3.11 Wordmark in actual colours on lightest shade of colour palette, Week 6 (28/05/25)


Fig 3.12 Wordmark in actual colours on darkest shade of colour palette, Week 6 (28/05/25)


Fig 3.13 Task 2A PDF Compilation, Week 6 (28/05/25)


Task 2B Collateral



Fig 3.14 Color Scheme Exploration, Week 6 (29/05/25)

First, I explored different color schemes to see which one I liked best and which felt the most like me. During this process, I found it difficult to visualize how the colors would look together without seeing them in context. So, I used mockups to test out the color combinations and see which one I preferred (like in Fig. 3.9). Although it was time-consuming and not the most efficient method, it helped me decide on a final color scheme—orange and blue.




Fig 3.15 Ice Cream Mockup Trial, Week 6 (29/05/25)

This was my first attempt at the mockup. After searching for a while, I found a website that offers free PSD Photoshop files for editing. I chose this ice cream mockup because I liked the composition, and I thought an ice cream cup would be a cute concept for my wordmark. However, after trying multiple designs, it didn’t work or look right, so I decided to scrap the idea.



Three Items

When deciding which items to use for my collateral, I made sure to choose ones that are suitable for my word mark so they can reflect and represent its key words more effectively. For example, I chose stickers, a water bottle, and a phone case instead of formal, serious items like briefcases or wine bottles.


Fig 3.16 Sticker Color Exploration, Week 6 (29/05/25)

I incorporated my star element into this sticker design and experimented with different color schemes (this was before I finalized orange and blue). I tried light blue, dark blue, and even a neon yellow and purple combination. I chose this sticker mockup because I wanted at least one mockup that showed multiple objects instead of just a single item—like the ice cream one—so my IG page wouldn’t look too plain. In the end, I chose the dark blue and orange version.





Fig 3.17  Bottle Mockup Design, Week 6 (29/05/25)

For the bottle design, I created two versions—a dark and a light one—to compare which I liked better and which suited the Instagram layout more. I multiplied my star element in the background and added dummy text at the bottom of the bottle to make it look more realistic. I also adjusted the color of the star to incorporate blue from my color palette.




Fig 3.18 Phone case Mockup Design, Week 6 (29/05/25)

When creating the phone case design, I experimented with multiple placements and sizes. I had to readjust a few times because the positioning looked off once I tested it in the PSD file. I also added scattered stars in different sizes across the background to make it look playful and cute.




Other Collateral
Fig 3.19 Tape Design, Week 6 (29/05/25)

From the website, I found a nice mockup to support my collateral. I tried two color versions to see which one I preferred and to make a comparison. In the end, I chose the orange and blue version because the other one had too much white and orange, which made the color palette feel unbalanced. I was worried that my color palette wouldn’t look cohesive when combined that way.




Fig 3.20 Profile Design, Week 6 (29/05/25)

I chose a picture of myself from 2023, made it black and white, and cropped it from my shoulders up. To add a playful touch, I used Procreate to doodle around my portrait, filling the background with orange and blue colors from my palette to draw more attention to my face. 



Fig 3.21 Color Scheme Exploration, Week 6 (29/05/25)

Finally, I created an Instagram account to showcase all my images. Before posting, I planned the layout to make sure everything looked visually balanced—for example, avoiding placing the three product mockups next to each other and keeping my wordmark centered on the same row. I also created an additional post featuring stars with a background using colors from my palette to help tie the feed together.




Fig 3.22 Sticker Mockup Design 2, Week 7 (04/06/25)


In Week 7, after receiving feedback, Mr. Vinod told me to create multiple designs of the sticker instead of just one. However, since my mockup PSD file couldn’t edit individual stickers on its own, I had to look for another mockup. I created three additional designs. The first features multiple stars with different stroke weights, filled stars, and a star with stripes. I arranged them randomly to form an abstract pattern. The second design shows stars swirling from large to small sizes, with additional low-opacity stars in the background to make it less plain. Finally, the third design is a repetition of my word mark arranged in a star pattern, which I created using a clipping mask in Adobe Illustrator. Additionally, I also changed the pattern of the stars on the bottom right in Fig 3.15 since I didnt use the same star in my key word and want to stay consistent. Additionally, I changed the pattern of the stars on the bottom right in Fig. 3.15, since I didn’t use the same star in my keyword and wanted to stay consistent.



Fig 3.23 Revised Sticker and Pattern, Week 8 (11/06/25)

In Week 8, Mr.Vinod told me that design on the second sticker isn't that great because it's just a line, so I revised it by making it into a shooting star. Additionally, Mr.Vinod also suggested to change the stars to orange so it will be more contrasting.



Animation Process

After finishing the last task, I moved on to creating the animation using After Effects. I wanted to go for a simple animation that still reflects my wordmark. Since I have little experience working with this application, I started watching YouTube tutorials on how to animate text in After Effects. Initially, I found a YouTube tutorial that suited my wordmark (Fig 3.18).  However, the tutorial didn’t work with vector objects from Adobe Illustrator, so I did my best to recreate it.



Fig 3.24 Animation Reference, Week 7 (04/06/25)



Fig 3.25 Animation Wordmark

My idea was to recreate a bounce animation for the wordmark and animate the star falling. To make the ouncy animation, I imported my AI file from Adobe Illustrator into After Effects. Then, I determined where I wanted the animation to end by setting keyframes , and added another key frame where I want it to start for opacity, position, and scale. For the scale, I made it very small at the beginning so it looks like it's coming up from the bottom. For the position, I placed it well below the frame, and for the opacity, I set it to 0 so it would fade in as it appears. To add the bounce effect, I inserted another keyframe between the first and last, repositioning the object slightly upward to create a bouncing motion. Additionally, I applied the Easy Ease motion preset and adjusted the graph editor to make the animation smoother and less stiff.





Fig 3.26 Star Animation Process, Week 7 (04/06/25)

For the star animation, I used four different keyframes. I placed the first keyframe outside of the artboard because I wanted the star to fall in from above. The second keyframe was positioned on the letter "h" to create a bounce effect. The third keyframe placed the star in mid-air after it bounced off the "h," and the final keyframe showed where the star lands. I then converted the path to a Bézier path to create a smooth, curved motion as it falls. To enhance the animation, I applied Easy Ease and used the motion graph editor to make the movement even smoother. As a cute extra detail, I added a rotation to the star after it bounces off the "h" and animated the "h" by adding a keyframe and slightly lowering its position to show it reacting to the impact.


 Animation Final Outcome


Fig 3.27 Final Outcome Animation, Week 7 (04/06/25)


Task 2b Final Outcome


Fig 3.28 Collateral 1, Week 8 (11/06/25)



Fig 3.29 Collateral 2, Week 8 (11/06/25)


Fig 3.30 Collateral 3, Week 8 (11/06/25)




Fig 3.31 Instagram Feed Design Layout, Week 8 (11/06/25)




Fig 3.32 Key Work Animation, Week 8 (11/06/25)


Fig 3.33 Task 2B PDF Compilation, Week 8 (11/06/25)


Task 2 Outcome Compilation


Fig 3.34 White word mark on black background, Week 6 (28/05/25)



Fig 3.35 Black word mark on white background, Week 6 (28/05/25)



Fig 3.36 Color Scheme, Week 6 (28/05/25)


Fig 3.37 Wordmark in actual colours on lightest shade of colour palette, Week 6 (28/05/25)


Fig 3.38 Wordmark in actual colours on darkest shade of colour palette, Week 6 (28/05/25)


Fig 3.39 Task 2A PDF Compilation, Week 6 (28/05/25)



Fig 3.40 Collateral 1, Week 8 (11/06/25)



Fig 3.42 Collateral 2, Week 8 (11/06/25)


Fig 3.43 Collateral 3, Week 8 (11/06/25)




Fig 3.44 Instagram Feed Design Layout, Week 8 (11/06/25)



FEEDBACK


Week 5 (21/05/25)


General Feedback: Dont do color for now for task 2a, only black and white.

When you do a moodboard you gotta have a lot of stuff in there, the more the merrier. Make sure your font is stable, look at the base for stability. Is it balanced, some form of balance and symmetry plays a big role in wordmark. When you create it, image it in a shirt or as a brand, Would you buy it, or would someone else buy it? If yes then you have a good design. Use graphs when doing your word mark because it can create a well structured art.


Specific Feedback:  

Dont be too  literal, look deeper, go beyond, Why do you like dogs? Maybe because of its loyalty, the feeling, so incorporate that to your word mark.



Week 6 (28/05/25)


General Feedback: When creating your word mark , It’s important to zoom in and see the problems. 

For the color palette it needs to have a dark shade, light shade, middle shade, middle shade needs to be complementary yet contrasting. Cannot be dull. Whatever u have on the top and bottom is planted in the same line Color scheme needs to include:  Two neutral shades,  dark to light, The middle color is complementary colors, and a dark shade 


Specific Feedback:  There’s a promise in the design here so thats good. I think you have what you need, but reduce the kerning since there is a lot of space in the letterform. You need to tighten it a bit more to get a cohesive logo. Also try different types of stars, the five point star is boring so explore more. Quite a good job.




Week 7 (04/06/25)


General Feedback: -



Specific Feedback:   Make different designs for the stickers, maybe repetition of the name, or stars, and use different colors from your color palette, other than that it’s okay.




Week 8 (11/06/25)


General Feedback:  For task 3, create a presentation presenting your ideas, attempt on designing the font, explore at least 3 font designs. Three: Solve a problem in the area of interest , Use an existing a letterform tht could be improved, Experiment, must be novel and unique, working with material tht might be 3d, unusual, etc. Can use font forge to make your letterform



Specific Feedback:

Feedback on Collateral:The contrast isn't good with white and blue, maybe change the white to orange. The orange sticker design isn't that great but it's up to you if you want to change it. The rest is ok.

Feedback on animation: Ok, Good one.

REFLECTION



Experience




Observation




Findings




FURTHER READING


Week 5 (21.05.25)

Fig 6.1 Logo Design Love : A guide to Creating Iconic Brand Identities

Elements of Iconic Design

  • Simplicity: The most successful logos are often the simplest.

  • Relevance: Must relate to the product, service, or company values.

  • Tradition: Timelessness > trends.

  • Distinctiveness: Logos must stand out in the market.

  • Memorability: First impressions matter—unique features help people remember.

  • Scalability: Must work in all sizes, from billboards to app icons.

  • Focus: Emphasize a single idea or feeling—clarity improves impact.

  • Flexibility: Rules can be broken when it serves the message better.



Week 6 (28.05.25)

Notes:

  • Logos are everywhere—in stores, on products, on screens.

  • We often subconsciously judge the credibility of a company based on the logo’s quality.

  • Design impacts trust; poorly designed logos can undermine a company’s message.

  • A logo is a container for a brand’s story—not just a visual, but a narrative anchor.

  • Logos help people connect with abstract ideas or unfamiliar businesses.

    Emotional response is powerful, good logos evoke feelings aligned with the brand.


Week 7 (04.06.25)

article: https://icons8.com/blog/articles/beginners-guide-to-animation-in-after-effects/

  • Choose an image with a visible eye (ex: the “Staring Contest” icon) to animate.

  • Use guides to find and mark the exact center of the eye for precise alignment.

  • Use the Rounded Rectangle tool to draw a new shape that matches the eye’s size, roundness, and color.

  • Hide or delete the original eye after creating the new shape.

  • Add three keyframes to the shape layer: one for open, one for half-closed, and one for open again.

  • Adjust the middle keyframe by scaling the shape vertically to create a blinking effect.

  • Use the Speed Graph to tweak the keyframe velocity for smoother, more natural motion.

  • Preview the animation and export when satisfied with the blinking result.

    •


    Week 8 (11.06.25)

    article: https://aejuice.com/blog/how-to-animate-in-after-effects-for-beginners/?utm_source=chatgpt.com

    • Create a new composition—layers act like transparent sheets where animation elements go

    • Import your asset (image, video, shape) and drag it onto the timeline to add it to the composition

    • Learn the interface: get familiar with the Project, Timeline, Composition, and Tools panels; customize workspace for efficiency.

    • Use keyframes: click the stopwatch beside a property (e.g. position, scale), move the playhead, change the value, and let AE interpolate.

    • Smooth transitions: select keyframes, apply Easy Ease (via Keyframe Assistant), and fine-tune motion using the Graph Editor .

    • Add effects & presets: use AE’s built-in animation presets or apply expressions for automated motions.

    • Try 3D: utilize the Camera tool and 3D layers to introduce depth and cinematic perspective .

    • Sync audio: import music or sound effects and align them with visual beats for more immersive storytelling.

    • Preview and polish: use the preview function to assess motion, then tweak keyframes, effects or timing as needed.

    • Export final animation once everything looks smooth and timed correctly—ready to share or integrate.























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