Advanced Typography - Task 2 : Key Artwork & Collateral

20/05/2025 - 11/06/2025 (Week 5 - Week 8)

Cindy Noverin / 0376409

Advanced Typography / Bachelor of Design in Creative Media / Taylors University

Task 2

TABLE OF CONTENTS

Lectures

Instructions

Task 2A progress
Task 2A final result
Task 2B progress
Task 2B final result
Task 2A & 2B Compilation

Feedback

Reflection

LECTURES

AdTypo_5_PerceptionAndOrganization

Perception is the way in which something is regarded, understood, or interpreted. Perception in typography deals with the visual navigation and interpretation of the reader via contrast, form, and organisation of the content. Content can be textual, visual, graphical or in the form of color.

Contrast

figure 1.1. Methods of Contrast by Rudi Ruegg

There are several methods of making contrast, the image above are methods of contrasts devised by Rufi Ruegg, but Carl Dair on the other hand, adds 2 more principles which are texture and direction. Thus, there are 7 methods:

Size

figure 1.2. Applications of Contrast by Size

The contrast of size provides a point to which the reader's attention is drawn, e.g; small and big letter, we will see big letters first then the small letter, thus people usually make the title or heading in a bigger point size than the body text.

Weight

figure 1.3. Application of Contrast by Weight

Weight describes the bold type that can stand put in the middle of the lighter type of the same style. The heavy is the powerful point of visual attraction or emphasis, thus not only types can have varying weight.

Form

figure 1.4. Application of Contrast by Form

The form is the distinction between a capital letter and its lowercase equivalent, or a roman letter and its italic variant, condensed and expanded versions of the typeface are also included under the contrast of form. Thus, form is basically the typeface variants.

Structure

figure 1.5. Application of Contrast by Structure

means the different letterforms of different kinds of typeface such as monoline sans serif with a traditional serif, or an italic and a blackletter.

Texture

figure 1.6. Application of Contrast by Texture

Texture (putting together contrast, size, weight, form, and structure) is the way a type look as a whole up close and from a distance, it depends partly on the letterforms themselves and partly on how they're arranged.

Direction

figure 1.7. Application of Contrast by Direction

Direction is the opposition between vertical and horizontal, and the angles in between them. This method can be achieved by turning one word to its side (dramatic effect), mixing wide blocks of long lines with tall columns of a short line, etc.

Color

figure 1.8. Application of Contrast by Color

The use of color is suggested that a second color is often less emphatic in value than plain black on white. Therefore it is important to which element needs to be emphasized and pay attention to the tonal values of the colors that are used.

Images: Carl Dair's 7 Typographical Contrast

Form

figure 1.9. Use of Form

Form refers to the overall look and feel of the elements that make up the typographic composition, it plays a role in visual impact and first impressions. A good form tends to be visually intriguing to the eye which means it leads the eye from point to point, entertaining the mind and is most often memorable. Form originates from the Greek word "typos" (form) and "graphics" (writing), typography means to write in accordance with the form and have 2 functions:

Form provides a sense of letterforms' unique characteristics and abstract presentation.

figure 1.10. Combination of Letters and Numbers Using Form

The interplay of meaning and form brings a balanced harmony both in terms of function and expression. When a typeface is perceived as a form, it no longer reads a letter because it has been manipulated (distortion, texture, enlargement, and extrusion).

figure 1.11. Manipulated Typeface in Form

Organisation - Gestalt
Gestalt physchology is an attempt to understand the laws behind the ability a=to acquire and maintain meaningful perceptions. The gestalt theory emphasizes that the whole of anything is greater than its parts.

Gestalt: Perceptual Organisation / Grouping

figure 1.12. Gestalt Principle of Grouping

1. Law of Similarity

figure 1.13. Law of Similarity

This law stated that all elements that are similar to each other tend to be perceived as a unified group. Similarity refers to any number of features including color, orientation, size, or intended motion.

2. Law of proximity

figure 1.14 Law of Proximity

Law of Proximity states, elements that are close together tend to be perceived as a unified group meaning that item that is close to each other tend to be grouped together, whereas item further are less likely to be grouped together.

3. Law of Closure

figure 1.15. Law of Closure

Refers to the mind's tendency to see complete figures or form even if a picture is incomplete, partially hidden, or part of the information needed is missing.

4. Law of Continuation

figure 1.16. Law of Continuation

Human tends to perceive each of 2 or more objects as different, singular, and uninterrupted object even when they intersect. The alignment of the objects/forms plays a major role in this principle.

5. Law of Symmetry (Praganz)

figure 1.17. Law of Symmetry

States that elements that are symmetrical to each other tend to be perceived as a unified group. Similar to the law of similarity, this rule suggests that objects that are symmetrical with each other will be more likely to be grouped together than objects not symmetrical with each other.

INSTRUCTIONS

Task 2A :

In task 2A, we were given instructions to create a wordmark of our own name/pseudonym.

Submission:

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 2B :

Using the wordmark that we created from task 2A, we were instructed to expand the visual identity and apply its idea/ design to chosen collaterals. This also included creating a layout design for my own Instagram page.

What we need to submit:

Collateral 1, 2, 3

Instagram link

IG screen grab with good resolution

TASK 2A :

fig.2.1.1. Mindmap, Week 4 (17/05/2025)

my first idea for my word mark is to use my artist name "hafuri" for it because I really like my artist name. it has a combination of my family name 林 in Chinese but if it turns into a Japanese word it's says "hayashi" then I have a Character named "fuwari" that I used as my artist name and "riri" is a nickname in games that I used a lot so it already has stuck with me.

I started developing it with some sketch, and I didn't look at much of reference or heavily referencing any idea so I just started sketching with my pen and brush in my sketch book

fig.2.1.2.sketch, Week 4 (17/05/2025)

fig.2.1.3.digitization, Week 5 (19/05/2025)

then I started digitizing the work with a couple concept and word mark that could have a correlation with my personality and preference. I stopped and finalize the bubbly hafuri wordmark and submit it in our first feedback session.

after feedback week 5

since the idea of hafuri is using a Japanese vibes name, it is very far from my origin because I'm a Chinese Indonesian. Mr. Vinod Suggest that I should dig into my origin a little more, where honestly I can't find an interest in my own home country (Dumai, Riau) because I don't really participate or implement the Culture there like Melayu Riau (even though I learnt it at school) because I'm Chinese, so what I do in my family is mostly Chinese tradition. However, I don't feel like I want to be known as by my Chinese name because I feel like it's something that I only want to share for my family and friends.

while thinking of what I could do for a new word mark I kept scribbling on my sketchbook with my real name instead and finally came up with this.

fig.2.1.4. sketch, Week 5 (20/05/2025)

I took a picture of it right away and started to digitize it.

fig.2.1.5. digitization process, Week 5 (24/05/2025)

I invert it to see if there is some uneven curves and tried to kinda a way to make it balanced, so I pull down the "overin" lower to the middle and pull the end of the "n" to make the beginning higher and the end lower so it looks balanced on both sides, I adjusted the width of each lines and tried to make it more even.

fig.2.1.6. final before feedback, Week 6 (26/05/2025)

after feedback session, the only thing that mr. Vinod Comments about is the slightly untidy alignment of the letters and I just need to fix that. He also mentioned that the color palette should be more lighter and not dull to create a more strong impression for viewers.

fig.2.1.7. color exploration, Week 6 (28/05/2025)

fig.2.1.8. color application, Week 6 (29/05/2025)

fig.2.1.9. final after feedback, Week 6 (29/05/2025)

fig.2.1.10. animation progress, Week 7 (07/06/2025)

fig.2.1.11. animation final, Week 7 (07/06/2025)

TASK 2A FINAL OUTCOME

fig.2.1.12. black wordmark on white background, Week 6 (29/05/2025)

fig.2.1.13. white wordmark on black background, Week 6 (29/05/2025)

fig.2.1.14. color palette, Week 6 (29/05/2025)

fig.2.1.15. actual color wordmark on lightest shade background, Week 6 (29/05/2025)

fig.2.1.16. lightest shade wordmark on darkest color background, Week 6 (29/05/2025)

fig.2.1.17. Key Artwork Animation, Week 7 (07/06/2025)

fig.2.1.18. PDF, Week 6 (29/05/2025)

TASK 2B :

first I chose to do a shorter version of my word mark, turned it into a some kind of hidden letterform logo? to make it a pattern. I extracted the N and r from the word mark and rotate the r and cropped it into the n, it look into closely, it could spell out the letters "n, o, v, e, r, I" and the same n to complete my wordmark name. I turned it into a pattern from Canva but turns out it looks very inconsistent.

fig.2.2.1. shorter wordmark logo progress, Week 6 (30/05/2025)

fig.2.2.2. shorter wordmark final, Week 7 (05/06/2025)

fig.2.2.3. pattern progress, Week 7 (05/06/2025)

fig.2.2.4. pattern final, Week 7 (05/06/2025)

after finishing the pattern, I started on editing a picture of myself into the brand, I used a picture I took in semester one, that I'd think i'll use as my eternal profile picture of my main account and business stuff. I removed the background and played with my color palette, outer stroke, and blending mode.

fig.2.2.5. poster progress, Week 6 (30/05/2025)

fig.2.2.6. poster result , Week 6 (30/05/2025)

after all of that, I tried to find all the mockup the free website could have, I have considered a lot of items to used as a mock up but I ended up with the metal cup, tote bag and rubber bracelet. I might have taken a liking to the black shirt and pattern that I made but I feel like I couldn't choose it cause I couldn't change the shirt color to my color palette so I got back to the three option that I chose.

fig.2.2.7. mockup products search, Week 6 (30/05/2025)

fig.2.2.8. mockup products editing, Week 6 (30/05/2025)

fig.2.2.9. mock up result before feedback (03/06/2025)

fig.2.2.10. final mock up, Week 7 (04/06/2025)

fig.2.2.11. final, Week 8 (11/06/2025)

TASK 2B FINAL OUTCOME

fig.2.2.12. collateral 1, Week 8 (11/06/2025)

fig.2.2.13. collateral 2, Week 8 (11/06/2025)

fig.2.2.14. collateral 3, Week 8 (11/06/2025)

fig.2.2.15. instagram feed design layout, Week 8 (11/06/2025)

instagram link : https://www.instagram.com/noverin.design?igsh=ZW41ZDJiMndxYjJ3

fig.2.2.16. screenshot of instagram page, Week 8 (11/06/2025)

fig.2.2.17. Task 2B Final Compilation - PDF , Week 8 (11/06/2025)

TASK 2 FINAL COMPILATION

fig.2.3. black wordmark on white background, Week 6 (29/05/2025)

fig.2.4. white wordmark on black background, Week 6 (29/05/2025)

fig.2.5. color palette, Week 6 (29/05/2025)

fig.2.6. actual color wordmark on lightest shade background, Week 6 (29/05/2025)

fig.2.7. lightest shade wordmark on darkest color background, Week 6 (29/05/2025)

fig.2.8. Key Artwork Animation, Week 7 (07/06/2025)

fig.2.9. PDF, Week 6 (29/05/2025)

fig.2.10. collateral 1, Week 8 (11/06/2025)

fig.2.11. collateral 2, Week 8 (11/06/2025)

fig.2.12. collateral 3, Week 8 (11/06/2025)

fig.2.13. instagram feed design layout, Week 8 (11/06/2025)

instagram link : https://www.instagram.com/noverin.design?igsh=ZW41ZDJiMndxYjJ3

fig.2.14. screenshot of instagram page, Week 8 (11/06/2025)

fig.2.15. Task 2B Final Compilation - PDF , Week 8 (11/06/2025)

FEEDBACK

Week 5

General feedback :

we don’t need to think about the color palette just yet. also not to put anything that will make people ambigous of , especially obvious objects

Specific feedback :

I need to dig into my origin a little more?

Week 6:

General Feedback :

pay attention to alignment, and path by zooming in and out, its imporstant to pay attention to the construction

Specific Feedback :

i need to fix the wordmark so it aligns better in a line, abstract & script is not the fitting keyword, colors option need to be 1, dark shade, 2light shade and 2 middle shate thats complementary and contrasting

Week 7 :

General Feedback :

we had a feedback session where we show our collateral wordmark result

Specific Feedback :

i could make the mock up backgrounds based on my color palette

Week 8 :

General Feedback :-

Specific Feedback :

the pattern is good but there's a little bit inconsistent, expansion needs a lot more to go and theres lots of room for improvement, the animation is good

REFLECTION

EXPERIENCE

when doing these task I experience a lot of dilemma on what kind of self branding I should and would do for myself, I almost cried because of this because I was so lost on how I could do it, I scribble and feel like none of this is what I like. but at the same time I don't know what I like. after finishing this task I felt a little proud of myself because it looks decent enough that I like it, and I enjoy doing the task 2b more than doing the task 2a.

OBSERVATION

Throughout the process, I observed that I tend to be highly critical of my own work, especially when it involves personal expression. I also noticed that I work better when I stop trying to force a “perfect” result and instead allow the design to evolve naturally. The more rigid the task, the more pressure I felt — whereas when I had more space to explore visually or emotionally, I was more engaged. I also noticed that I gravitate toward softer aesthetics and balanced, minimal compositions, even if I don’t always recognize that at first.

FINDINGS

I found that one of the biggest challenges in this task was not the design itself, but figuring out what actually feels right for me. I kept changing directions because nothing seemed to represent me properly, and that made the process emotionally draining. Still, once I let go of the pressure to get it “right,” things started to make more sense. Task 2B, in particular, felt more enjoyable because it gave me more space to experiment and think in my own way. From this, I realized that I don’t fully know what I like yet — and that’s fine. This task didn’t give me all the answers, but it helped me get a bit closer to understanding my own style and preferences.

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Cindy Noverin (0376409)