ZHOU YUTONG / 0378676
GCD61004 / Advanced Typography / Bachelor of Design (Honours) in Creative Media
Task 2 Key Artwork & Collateral
TABLE OF CONTENTLECTURESINSTRUCTIONS
TASK
FEEDBACK
REFLECTION
FURTURE READING
LECTURES
Week 5 Perception And Organisation
PowerPoint File
Facebook Group File
- Perception and Organization
Ways of Understanding/Explaining Things
Visual Navigation and Explanation
Design Control Perception
Perception
Design Control
Perception in Advertising
The Boundary Between Reality and Illusion
Techniques and Truths in Advertising
Text
Visual
Content Form
Graphics
Color
Distinguishing Information
Visual Contrast
Importance of Contrast
Improving Readability
Rudy's Method
Light vs. Heavy, Compact vs. Expansive, Natural vs. Mechanical
Creating Contrast
Layout Organization
Kadare's Addition
Texture and Direction
Size
Importance
Form
Seven Types of Contrast
Structure
Texture
Color
Direction
- Advanced Layout Perception and Organization
Guiding Attention
The Role of Contrast
Visual Attraction
Differences in Font Size
Differences in Font Weight
Visual Elements
Different Forms of Contrast
Contrast Examples
Differences in Structure
Diversity of Textures
Use and Induction of Color
Contrast in Direction
The Whole is Greater Than the Parts
Law of Similarity
Law of Proximity
Gestalt Psychology
Law of Closure
Principles of Visual Perception
Organizational Structure
Law of Continuity
Law of Symmetry
Law of Simplicity
Understanding and Identifiability
Design Impact
Need for Practice and Application
Effective Delivery of Design Information
Social Responsibility
Readability and Information Transfer
Responsibility to Authors and Readers
The Importance of Perception and Organization in Design
Conclusion
Necessity of Practice and Application of Knowledge
Design's Social Responsibility
INSTRUCTIONS
Task 2 (A) — Key Artwork
In task 2A, we were given instructions to create a wordmark of our own name/pseudonym.
What we need to submit:
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
Sample use of wordmark on self portrait along with wordmark expansion — creating a visual identity
TASK 2:Key Artwork & Collateral
Task 2 (A) — Key Artwork
Mind mapping
For the upcoming work, I created a mind map about myself.
Fig1.1 Mindmap of Me, Week 5 (22/05/2025)
Inspirational template
I created an inspirational template, personally, I like the traditional, rule, heavy typography, I refer to the technique of calligraphy art, I think it's a good way to promote my national culture.
Fig1.2 Inspirational template, Week 5 (22/05/2025)
Sketches Fig 2.1 Initial sketches, Week 5 (22/05/2025)
I finally chose the Clerical Script calligraphy style to create my artwork, because it looks very disciplined, with neat and heavy strokes, which matches the characteristics I wanted, as well as my personal trait of being disciplined!Fig 2.2 Final sketch, Week 5 (22/05/2025)
Fig 2.3 adapt Final sketch, Week 5 (22/05/2025)
I'll revise the draft and digitize it
Fig 2.4 Final work, Week 6 (22/05/2025)
Colour Application- export JPEG, grayscale, 300ppi (1. black on white 2. white on black ... see below)
- Go to the and pick a colour palette for your identity
- wordmark: actual colour on lightest shade, lightest colour on darkest shade of the palette
- Take a black and white self-portrait place key artwork (wordmark) on it artistically
For the color palette, I didn't search for suitable colors in the website, so I made my own palette based on the characteristics of calligraphy and some suggestions from my professor, which are #f4eee5#bac5b3 #01687a #8e3b22 #191109
Fig 3.1 Color palette , Week 5 (22/05/2025)
Fig 3.2 Final Color palette, Week 5 (22/05/2025)
I think the most special word in zhou is o.I think the most special character in zhou is o, which looks like the Chinese word for mouth,口.
Fig 4.1special letters , Week 5 (25/05/2025)
Like the reason I chose my calligraphy style, I wanted the piece to look very organized, so I neatly arranged the letter O.It looks like a lot of mouths making the sound of O!
Fig 4.2 markings , Week 5 (25/05/2025)
Key Artwork Animation
My idea of designing the animation follows the idea of typography, that is, the characteristics of calligraphy, and I make the animation rendering look like it was written with a brush stroke by stroke
Figure 5.1 Animation process in Adobe AE in Week 7 (4/06/2025)
Figure 5.2 Animation ，Week 7 (4/06/2025)
Fig 6.1 Black wordmark on white background, Week 6 (29/05/2024)
Fig 6.2 White wordmark on black background, Week 6 (29/05/2024)
Fig 6.3 Color palette, Week 6 (29/05/2024)
Fig 6.4 Wordmark in actual colours on lightest shade of colour palette, Week 6 (29/05/2025)
Fig 6.5 Wordmark in lightest shade of colour palette on darkest shade of colour palette, Week 6 (29/05/2025)
Fig 6.6 Key Artwork Animation, Week 7 (04/06/2025)
Fig 6.7 Task 2A PDF Compilation, Week 7 (4/06/2025)
Task 2 (B) – Collateral
Collateral
Below are the links to the websites I used for mockups:
About the product image, my design is based on the characteristics of traditional calligraphy fused with the English form, I think it is a kind of old and new collision fusion, I think this is very suitable for some common items, such as clothes, cups, and so on, to create a new fashion trend brand feeling (inspired by Supreme)
Dr.Vinod said that out of these three designs only the handbag can be used, the clothes are too monotonous, and the third one I made is a USB flash drive, but the professor said that no one can tell what design it is
Fig 7.1 Discredited DesignsWeek 7 (4/06/2025)
after modification
Collateral #1 T-shirt
Fig 7.2.1 Collateral #1 T-shirt, Week 7 (4/06/2025)
Fig7.2.2 Color Usage, Week 7 (4/06/2025)
Collateral #2 toteFig 7.3.1 Collateral #2 tote, Week 7 (4/06/2025)
Fig7.3.2 Color Usage, Week 7 (4/06/2025)
Collateral #3 mugs
Fig 7.4.1 Collateral #3 mugs, Week 7 (4/06/2025)
Fig7.4.2 Color Usage, Week 7 (4/06/2025)
Fig 7.5 Finalized collaterals , Week 7 (4/06/2025)
Identity Expansion & Instagram Tile Design
1.Colour Palette
Put the key design into the color palette to show the different color effects that can be rendered
Fig 8.1 key design into the color palette Week 7 (4/06/2025)
2.typefaceThe characteristics of my design come from the horizontal and vertical characteristics of calligraphy, which makes the font look very regular and harmonious, so typeface I chose to be orderly, and with a conservative and classic arrangement method
Fig 8.2 typeface-orderly ，Week 7 (4/06/2025)
3.Black & White PhotographI've added my own photos to characterize the design work and the finished product
Fig 8.3 own photos， Week 7 (4/06/2025)
I added two new color schemes with contrasts
Fig 8.4 Instagram Feed Design Layout, Week 7 (4/06/2025)
Fig 9.1 TCollateral #1 T-shirt, Week 7 (4/06/2025)
Fig 9.2TCollateral #2 tote, Week 7 (4/06/2025)
Fig 9.3TCollateral #3 mugs, Week 7 (4/06/2025)
Fig 9.4 Instagram Feed Design Layout, Week 7 (4/06/2025)
Fig 9.5 Screenshot of Instagram page, Week 7 (4/06/2025)
Fig 9.6 Task 2B PDF Compilation, Week 7 (4/06/2025)
Task 2 Final Outcome
Fig 10.1 Black wordmark on white background, Week 6 (29/05/2024)
Fig 10.2 White wordmark on black background, Week 6 (29/05/2024)
Fig 10.3 Color palette, Week 6 (29/05/2024)
Fig 10.4 Wordmark in actual colours on lightest shade of colour palette, Week 6 (29/05/2025)
Fig 10.5 Wordmark in lightest shade of colour palette on darkest shade of colour palette, Week 6 (29/05/2025)
Fig 10.6 Key Artwork Animation, Week 7 (04/06/2025)
Fig 10.7 Task 2A PDF Compilation, Week 7 (4/06/2025)
Fig 10.8 Collateral #1 T-shirt, Week 7 (4/06/2025)
Fig 10.9 Collateral #2 tote, Week 7 (4/06/2025)
Fig 10.10 Collateral #3 mugs, Week 7 (4/06/2025)
Fig 10.11 Instagram Feed Design Layout, Week 7 (4/06/2025)
Fig 10.12 Screenshot of Instagram page, Week 7 (4/06/2025)
Fig 10.13 Task 2B PDF Compilation, Week 7 (4/06/2025)
FEEDBACK
Week 5
The professor rejected my assignment, he couldn't see what group my design was aimed at or what I was trying to convey, I changed the design later to take the shape of a calligraphy, the professor thought the design was okay.
Week 6
Dr. Vinod, given my design style, suggested that I follow the way real fonts are written, for example, the horizontal should be thick, the vertical should be thin, and the horizontal and vertical styles of the letters should be unified
Week 7
Specific feedback:
My professor told me to go back to designing the product, he thought my product was too monotonous and the color palette didn't have contrasting colors
Week 8
General feedback:Review the assignment and explain the requirements of Task 3
Specific feedback:When the professor saw my assignment he thought my name was Orderly Chow, he thought this was interesting, but the 'orderly' arrangement he thought was a little common, but acceptable
REFLECTIONThrough Task 2, I explored the power of typography in expressing personal identity. Beginning with a mind map, I reflected on my own personality traits and cultural roots, which led me to choose the Clerical Script* as the inspiration for my wordmark. This traditional Chinese calligraphy style, with its strict, disciplined strokes, reflects my personal characteristics and gives the design a strong, organized visual tone.
One of my main takeaways was learning how to strike a balance between cultural elements and modern design. By incorporating calligraphic strokes into the English wordmark, I tried to blend tradition with modernity. I focused on the letter “O” in ‘Zhou’ and its resemblance to the Chinese character “口”, which became a playful yet thoughtful visual identity element, especially when the the repetition of the simulated pronunciation of the “O”.
Color palette is another important aspect. Instead of relying on a preset color palette, I designed my own palette based on the ink, paper and brush tones used in traditional calligraphy. However, later, through feedback from Dr. Vinod, I realized that the initial palette lacked contrast and detracted from the visual impact, which prompted me to make changes and add bolder, complementary colors.
During the collateral phase, I learned how important it is for the product to be relevant to the context. The lack of clarity in the initial designs (e.g., USB flash drives) reminded me that aesthetic values must be aligned with user needs.
Future readingSummary of Typography Basics
Comments
Post a Comment