Advanced Typography - Project 1

Advanced Typography - Project 1

12.05.2020 - 02.06.2020  (Week 4 - Week 8 )
Wong Kai Yi (0340236)
Advanced Typography
Project 1

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1. LECTURE

No lectures

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2. INSTRUCTIONS

Project 1

05.05.2020 (Week 4)

Project 1 & 2 brief

Students are tasked to creatively and conceptually use visual and type in combination to create a key artwork to be used in collateral for the subsequent task down the line (*collateral design). The focus here is to use visual elements, and or graphical elements and the title (type) in an experimentive, impactful and visually attractive manner. The use of imagery must be, to a degree, subservient or of similar importance, with the title (in terms of visual hierarchy). Students need to generate a wide range of possibilities and document their progression leading to the final key artwork.

Keyartwork - typography + graphical elements

Choose 1 of the 3 topics (used in exercise 1 - typographical systems)

At least 4 items - poster (50 x 70cm), invite, T-shirt, sticker, pin badge, card etc.

Topics (details in Instructions PDF):

1. The ABCs of Bauhaus Design Theory
2. Russian Constructivism and Graphic Design
3. All Ripped Up: Punk Influences on Design

Concept and idea:

Idea is like a branch, it can have many concepts.

12.05.2020 (Week 5)

I chose to go with the topic "The ABCs of Bauhaus Design Theory". 

I did my research and read the details provided in the PDF to get a better understanding of Bauhaus.

After doing some research, here is the outcome.

Inspiration:

Fig 1.1 Bauhaus inspiration 1

Fig 1.2 Bauhaus inspiration 2

Fig 1.3 Bauhaus inspiration 3

Fig 1.4 Bauhaus inspiration 4

Fig 1.5 Bauhaus inspiration 5

Fig 1.6 Bauhaus inspiration 6

Fig 1.7 Bauhaus inspiration 7

Fig 1.8 Bauhaus inspiration 8

Fig 1.9 Bauhaus inspiration 9

Fig 1.10 Bauhaus inspiration 10

Fig 1.11 Bauhaus inspiration 11

Fig 1.12 Bauhaus inspiration 12

Then, I compiled the main points of Bauhaus and also did some idea sketches:

Fig 1.13 Notes and idea sketches 1

Notes on Bauhaus:

• Primary colors: yellow red blue
• Basic shapes: triangle, square, circle
• Lines
• Gestalt 
• Grids

Fig 1.14 Notes

I made 4 designs to be shown during feedback session:

Design 1

Fig 1.15 Design 1 - variation 1

Fig 1.16 Design 1 - variation 2

Design 2

Fig 1.17 Design 2 - multiple variations

Design 3

Fig 1.18 Design 3 - variation 1

Fig 1.19 Design 3 - variation 2

Fig 1.20 Design 3 - variation 3

Design 4

Fig 1.21 Design 4 - variation 1

Fig 1.22 Design 4 - variation 2

Fig 1.23 Design 4 - variation 3

Upon receiving feedback, I searched online for examples on letters constructed with basic shapes (Bauhaus). I had trouble with my lowercase letter "s". I wanted the letter to fit in the square which has same height with the other lowercase letters (in the x-height), so I was struggling to design it where I don't exceed the x-height.

Fig 1.24 Bauhaus inspiration 14

Fig 1.25 Bauhaus inspiration 15

Fig 1.26 Bauhaus inspiration 16

Fig 1.27 Bauhaus inspiration 17

After doing some research, I decided to put 2 triangles on each side of the square for the letter "s". This way, the letter "s" does not exceed the x-height. Mr Vinod also commented that the ascender should be decreased. 

Below is the progress:

Fig 1.28 Evolution of "bauhaus"

Fig 1.29 variation 1

Fig 1.30 variation 2

Fig 1.31 trying stippling effect

Fig 1.32 Red tone 

FINAL KEY ARTWORK:

Fig 1.33 Final Submission key artwork (PNG)

Fig 1.34 Final Submission Key artwork (PDF)

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3. FEEDBACK

19.05.2020 (Week 6)

General feedback:
Before starting, we should do enough research on the topic and then make sketches for different ideas. The key artwaork drafts should be more than one, preferrably 4-5 to be reviewed. The key artwork has to be more typography than visuals (because this is advanced typography). The text and visuals should interplay well. Take a look at Piet Mondrian's artwork for Bauhaus. Taking the key artwork to develop other collaterals, not the other way (e.g. start with poster). Focus on the dimensions for the key artworks, background - white, work all in black and white first. Many people made posters instead of key artworks, so that is a problem to be focused on.

Specific feedback:
Good research and nice images for reference. For the artwork (Design 2), the simplicity of the "bauhaus" letters made by the basic shapes is good. The letter "s" is not working, so I have to change it. Try making a stippling effect on the circles, within the area.
The design is good horizontal, there is no need to rearrange it.
Decrease the ascender.
After changing, it looks good in black and white, so I can just leave it just as it is. After I'm done, I can start working on project 2 (collateral).

26.05.2020 (Week 7)

Public Holiday - no feedback

02.06.2020 (Week 8)

General feedback:
Try out your artwork with everyone, non-design students
Analyzing good layout, alignment, balance etc
Negative space is your friend, don't try to fill up all of the spaces

Specific feedback:
Key artwork:
B&W: ok, good (no changes from w6)
Colour: use the same tonal values for the bnw version, can use one color with different tones

Poster: try one color first, black against yellow
Can work in bnw first. Until it works, then introduce color
Layout - repetition, partial, variation in sizes, break down the key artwork into several sections
Utilize the space in the poster

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4. REFLECTION

19.05.2020 (Week 6) - 02.06.2020 (Week 8)

It is important to let others look at your design, so that you understand how they look at your work. Include people even non-designers because your design is to be viewed by everyone. Sometimes, your design might be too difficult for others to understand. Therefore, when designing, remember to not overwork until the design is difficult to comprehend.
Additionally, refer to other designs as well and analyze the designs well. It is crucial because critical thinking and strategic analyzing is important as a designer. My designs have to be mutual and able to communicate a message well instead of just focusing on aesthetics.

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5. FURTHER READING

12.05.2020 (Week 5) - 19.05.2020 (Week 6)

Title: Typography Essentials: 100 Design Principles for Working with Type by Saltz, Ina 

Fig 1.35 Typography Essentials: 100 Design Principles for Working with Type

Type as Image:
In this section, it shows the interplay between text and image. From the images provided, the interplay is very interesting as the text integrates with the image really well. Firstly, it is shaping the text to the shape of the image. On the left, the 'man' is made from characters of a single typeface.

Fig 1.36 Image from Typography Essentials book, p.78

26.05.2020 (Week 7) - 02.06.2020 (Week 8)

Title: Typography, Referenced : A Comprehensive Visual Guide to the Language, History, and Practice of Typography by Haley, Allan

Fig 1.37 Typography Referenced by Haley, Allan

Typographic Principles:
Type size: to delineate information levels for the reader.
For example, a sign's text; large size pulls viewers to read, medium size to give deep information, and a smaller size provides map information.
Readability
Formats: U.S. page sizes such as A1, A2, A3 and so on.
International Standards Organization (ISO) formats: Wilhelm Ostwald proposed a ration of 1 to square root of 2, which is 1:1414 ratio across all paper sizes. When any of the sheets are halved, the resulting sheets remain the same ratio.

Text type:
Book text: Caslon, Bembo, Garamond
Typefaces with clear readability: Centaur, Sabom, Clearface
Display type
to quickly catch readers' attention, mainly used on posters, promotions and advertisements during the late 19th century.
Typefaces: Clarendon, Rockwell, Slab serifs, Memphis.

Reading direction and scanning:
From left to right, diagonally down to the next line, then left to right. It is a Z-shaped scanning pattern.

Focal point:
Created by dynamic composition, to attract viewer's attention. It is achieved by using contrasts in shape, size, color, typeface and texture.

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