Task 2 A & B: KEY ART WORK AND COLLATERAL

TYPOGRAPHY KEY ART WORK AND COLLATERAL
27.09.2023 - 18.10.2023 / Week 05 - Week 08
DAVIES ANNIKA ANGELA / 0362108
BACHELORS OF DESIGN (HONOURS) IN CREATIVE MEDIA

LECTURES

Refer to task 1

INSTRUCTIONS

TASK 2A

For this task we have to create a word mark of our name that has a meaning to us that shows our character or something we aspire to be and the brand we want to create using this wordmark.
It should be balanced, meaningful and appealing to the eye.

STEP 1: IDEATION

I decided to come up with a mind map of characteristics that represent me or attributes I would to work on and improve on.

MIND MAP

Fig 1.1 mindmap on miro 16/9/2023 (week 5)

I made a simple mind map about who I am and things I could in my word mark to show the meaning of the word e.g. to show that I am a Chrisitian I would use the cross as it is a symbol is a symbol representing the crucifixion of Jesus Christ, his sacrifice for the forgiveness of sins, and his victory over sin and death. It serves as a powerful reminder of the core Christian beliefs of salvation, redemption, and reconciliation with God.

For my first attempt at making a word mark I thought of using a star and Incooporating it inti the design as I felt a star was a source of light and as a christian we refer to christ as the light of the world (John 8:12 in The Bible) and I want when people interact with me or think of they think of me being a representation of Christs character. I replaced the dot on the "i" with a star as well as placing a star on top of the "A" and removing the cross bar.I also made the lowercase letters overlape each other to create some connectivity in the wordmark. I added a line as the bottom of the word mark to emphasie more connectivy between the word mark.

Fig 1.2 digitalised key art work 18/9/2023 (week 5)

Mr Vinod said that several people have chosen to use a star in their wordmark and so I chose to abandon this idea as I wanted to create something unique. I did eperiment with the word mark a bit by making a 3d engraved poster as well as experimenting with gradient but ultimately I decided to try to make another one.

Fig 1.3 experimenting with wordmark 19/9/2023 (week 5)

I then went back to the drawing to the drawing board and tried different designs.

Mr vinod told us to look for word marks that were balanced so that we emulate that. I found some examples and he told me some were not balanced and explained what a balanced word mark looks like in terms of how there should be symmetry as well as some what equal space in the word mark.

Fig 1.4 word mark examples done in class 20/9/2023 (week 6)

I started finding ways I could make certain letters in my name interact with one another to make an interesting design and I picked the two "N"s.

Fig 1.5 wordmark in class to create balance 20/9/2023

I used futura std to create the potential wordmark and I likes the look of it I also used boxes to provide guides to create a uniform look .

After this I started to try and be more creative with my word marks and create wordmarks with meaning.

THE PILLAR

Fig 1.6 pillar word mark 22/9/2023 (week 6)

For these I wanted to have a pillar design because I wanted the meaning to shiw the essence of Christ bring a pillar of strength as we regard him as such. so for the first design I used a sans serif typace and had a modern look to it I then tried to make the design with some serif typefaces and I liked the look of the third word mark as it looked very simple but had a dynamic look due to the difference between the thick and thin strokes of the letters.

LIGHTNING CONCEPT

Fig 1.7 lightning concept 22/9/2023 (week 6)

I decided to have a lightning concept as lightning is a source of light and Christ is the light of this world and so one of my ambitions would be to be more like Christ as I explained before.I placed a lightning symbol between the 2 N's

MY FIRST FONT WORDMARK

I was experimenting with my font I made in semester 1 under type design. Mr Vinod really liked this word mark due to its legibility and simplicity. I liked it as well but I could not come up with a meaning that related to me much.I did do some collateral with this word mark as you will see as you scroll down. I felt like I could use this word mark in a luxury brand as I would like to have a luxury brand of my own one day.

Fig 1.8 font wordmark 22/9/2023 (week 6)

The initial word mark had quite a thick stroke and so I reduced and I liked the outcome if this as the letters looked cleaner and concise.

THROUGH THE EYES OF CHRIST

Fig 1.9 eye wordmark 22/9/2023 (week 6)

For this wordmark I was experimenting with the "A"s in my name as there are at the ends of my name and so I rotated them and made the shape of an eye and had the rest of my name inside the eye as shown in #1 and #2.

I then started thinking about how I can incorporate a cross in my name as this is the symbol we use in Christianity and so I decided to have it extend from the N as shown in #3. I then decided that I could have the "I" be the stem of the cross and so I did that in #4. I also had the "N"s intertwining as well to shorten my name.

For #5 I wanted the focal point of the word to be the cross. I liked this one the most.

#7 and #8 are more exploration with #7 having more interaction between the letters and the last one not having the cross.

font used: ITC New baskerville

Why I used this font: I wanted a serif font for the cross to look more like recognizable as a cross rather that a plus sign.

TIGER EYES

Fig 2.0 tiger eyes concept 23/9/2023 (week 6)

For this concept I wanted to incorporate a typeface that is a blackletter font as such fonts were used in the Gutenberg bible and I found that Blackletter fonts have a historical association with medieval manuscripts and early printed materials, aligning with the long history of Christian texts. This can evoke a sense of tradition and heritage as well as Blackletter fonts being intricate and distinctive, making them stand out which is what I wanted my wordmark to evoke. I chose English Gothic, 17th c. which I found on dafont as I found that It had the characteristics of a black letter font such as the unique serifs and angular nature but it was also legible and not too decorative where its easily recognisable as the letter "A".

For #1 I used all the letters in my name and tried to create balance and I did not like the outcome that much so I decided to remove the "I" and "K" shown in#2 as "Annika" is a diminutive form of the name "Anna," and anna is also a nickname some of my friends call me.

I liked that the eyes also look like Tiger eyes and Tigers are often seen as symbols of strength and power due to their physical prowess. In Christian symbolism, Christ is sometimes depicted as a powerful and benevolent figure.

After delibarating I decided to expand my wordmark and place it on some collateral. I wanted to use collateral that's normally found in luxury brands like Dior. so stuff like perfume , jewelry , shopping bags.

Fig 2.1 font wordmark 23/9/2023 (week 6)

PLACING ON TSHIRT

Mr Vinod told us to place our word marks on a t-shirt and see how it would look so I placed my two potential wordmarks on the t-shirts and printed it out. I liked the outcome for both the designs but felt more connected to the first one.

Fig 2.2 potential wordmark #1 27/9/2023 (week 7)

Fig 2.3 potential wordmark #2 27/9/2023 (week 7)

CHOOSING COLOUR PALETTE

Fig 2.4 colour palette 27/9/2023 (week 7)

I decided to choose an earth tone kind of palette as for the Christian luxury brand as earth colors resonate particularly well with individuals who appreciate a grounded, natural, and environmentally conscious approach to luxury.

We then had to use a black and white portrait and place our word mark in the portrait.

Fig 2.5 wordmark and self portrait 28/9/2023 (week 7)

I placed the wordmark and made sure to have my eye as the focal point as I thought it would look interesting.

I proceeded to create a pattern from the "N"s as an expansion of my work and used it my collateral.

Fig 2.6 collateral expansion 29/9/2023 (week 7)

I used my wordmark on perfume, a watch , shopping bag and tag. For the tag I embodded the text in photoshop . I also continued the concept of showing the eye. I used images showing jewelry.I added black to the colour palette as well as I felt it worked well with the other colours

After doing this collateral I connected more with one of the other wordmarks I had created and decided to expand on that one instead.

Fig 2.7 final wordmark design 30/9/2023 (week 7)

I decided to pick this one as my final wordmark as I felt more connected with the meaning.

Fig 2.8 colour palette 1/10/2023 (week 8)

After I found my colour palette I used it on my wordmark and I found it to be quite average looking and I wanted to find a way to make the wordmark look more interesting so I decided to use a gradient with my colour palette colours.I added a paper texture as well.

Fig 2.9 refined colour wordmarks 2/9/2023 (week 8)

I then started to think of the type of collateral I wanted for my wordmark and how I could expand my wordmark and I decided to want to use it for a Christian streetwear brand that people my age can wear and glorify God by what we wear.

For my expansion I made a pattern with the two A's and the cross and I really liked the final outcome as the pattern ended up looking like a rib cage and the cross is at the centre where our hearts are and it gives the sense of having Christs on put hearts just as Ephesians 3:17 says "so that Christ may dwell in your hearts through faith. And I pray that you, being rooted and established in love"

Fig 3.0 pattern 3/10/2023 (week 8)

I then began my expansion and put my pattern and word mark on some collateral.

When I was doing my expansion I did not like the area where the cross intersects the N so I decided to tweak my wordmark a bit and came up with an improved wordmark..

Fig 3.1 improved wordmark 4/10/2023 (week 8)

Poster design

Fig 3.2 poster design 4/10/2023 (week 8)

I wanted to use a lion in my poster as Lions have symbolic significance in the Bible. For example, the Lion of Judah is a title given to Jesus in the Book of Revelation, representing his power and majesty. so using a lion in my brand is basically a visual representation of this biblical symbolism. I added some noise to give it a washed up look.

I chose to use a totebag, a watch, a jacket and a clothing tag.

Fig 3. 3 watch 4/10/2023 (week 8)

Fig 3.4 tag 5/10/2023 (week 8)

For the Tag I wanted an embodded tag so I used the embod option in photoshop.

Fig 3.5 5/10/2023 (week 8)

jacket

I liked the emboded look on the tag so I incorporated it on the jacket as well but instead had a hard chissled effect it and I really liked the out come. For my brand I wanted the tag like to be unveiling the christian core and I used the font sunwick maverick as my favourite gospel band (Maverick city music) uses that font as well.

Fig 3.6 tote bag 5/10/2023

I found mock ups on unblast after a friend told me about and used the poster I designed as the design.

Fig 3.7 instagram draft layout 6/10/2023 (week 80

Fig 3.8 final ig layout 6/10/2023 (week 8)

I then went on to create my GIF by using capcut.

Fig 3.8 cap cut video 6/10/2023 (week 8)

Fig 3.9 gif 7/10/2023 (week 8)

I then converted it into a gif using photoshop.

Fig 4.0 screenshot of IG page 7/10/2023 (week 8)

I wanted to create a consistent and distinctive visual identity for your brand, using a black and white color scheme that matches your logo and products

Instagram Link:https://www.instagram.com/_annika_urban/

FINAL SUBMISSION

Fig 4.1 final wordmark in black and white 8/10/2023 (week 8)

Fig 4.2 wordmark against lightest background 8/10/2023 (week 8)

Fig 4.3 wordmark against dark gradient background 8/10/2023 (week 8)

Fig 4.4 colour palette 8/10/2023 8/10/2023 (week 8)

Fig 4.5 watch collateral 8/10/2023 (week 9)

Fig 4.6 Tag collateral 8/10/2023 (week 8)

Fig 4.7 pattern design against gradient background 8/10/2023 (week 8)

Fig 4.9 jacket collateral 8/10/2023 (week 8)

Fig 5.0 tote bag collateral 8/10/2023 (week 8)

Fig 5.1 poster design expansion 8/10/2023 (week 8)

Fig 5.2 poster design for Instagram 8/10/2023 (week 8)

Fig 5.3 Poster design for Instagram 8/10/2023 (week 8)

Fig 5.4 pattern against dark background8/10/2023 (week 8)

Fig 5.5 wordmark with self potrait 8/10/2023 (week 8)

Fig 5.6 Pdf of all work

FINAL SUBMISSION WORKS

Fig 5.7 GIF 8/10/2023 (week 8)

Fig 5.8 screengrab of Instagram 8/10/2023 (week 8)

FEEDBACK

Week 4:

Specific Feedback:

Make sure your artwork has meaning; it should not feel empty.

Your work should have a purpose; don't make it hollow.

Work on the shape of your wordmark; it needs to be stable and balanced.

General Feedback:

Do some research on different shapes to improve your design.

Week 5:

Specific Feedback:

Space out your wordmarks evenly and make the letters clearer by reducing their thickness.

General Feedback:

Keep your design easy to read.

Week 6:

General Feedback:

Make your wordmark more personal by connecting it to things about yourself.

Choose where to put your wordmark thoughtfully, not randomly.

Week 7:

Specific Feedback:

Avoid making your page look empty; fill it with interesting stuff.

Keep the lighting similar in your pictures.

Don't repeat the same things on Instagram; keep it interesting.

When making a pattern, make sure the spaces between things are equal, and try using an animated wordmark.

Elaboration:

Week 4 reminded to give meaning to your work, make it purposeful, and pay attention to the shape of the wordmark. Week 5 emphasized making your design clear and easy to read. In Week 6, the focus was on connecting your wordmark to personal things and choosing where to place it. Lastly, Week 7 advised on filling your page with interesting content, keeping a consistent look in your pictures, avoiding repetition on Instagram, and creating patterns with equal spaces, even suggesting using an animated wordmark.

REFLECTION

Experience:

Embarking on this task was not only interesting but also enjoyable, as it prompted a deep exploration of my own identity and how I could express it through my work. The process challenged me to genuinely understand who I am and consider how to effectively convey that message through the wordmark design.

Observation:

In delving into the intricacies of designing and expanding on personal brand elements, a profound realization surfaced. Identifying the core purpose of the brand emerged as a critical factor. Evaluating whether the designed wordmark establishes a meaningful connection between the brand owner and the visual representation became a key aspect. This observation underscored the importance of aligning the wordmark with the essence of the brand.

Findings:

Time Management:

The process of meeting the deadline for this task served as a practical lesson in effective time management. Meticulous planning and prioritization were imperative to navigate the intricate stages of ideation, design development, and refinement. Each phase required dedicated attention, and the necessity to allocate sufficient time for each aspect became evident. The experience emphasized that successful execution in the realm of design demands a well-organized approach, particularly when working within defined timelines.

Communication through Design:

One of the profound realizations during this endeavor was the paramount importance of effective communication through design. While the initial wordmark design may have been aesthetically pleasing, it fell short in conveying the intended message and essence. This insight highlighted that the meaning behind the wordmark is just as significant, if not more so, than the visual design itself. The focus shifted towards ensuring that the wordmark authentically portrayed the essence it was intended to represent. This understanding underscored the critical role of design as a powerful tool for communication and expression, transcending mere aesthetics to convey a meaningful message.

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DAVIES ANNIKA ANGELA (0362108)