Advanced Typography - Task 2: Key Artwork & Collateral

20/10/25 - 16/11/25 (Week 5 - Week 8)

Choong Yee Leng || 0381980

Advanced Typography || Bachelor Degree in Creative Media || Taylor’s University 

Task 2: Key Artwork & Collateral  

TABLE OF CONTENTS

1. Lectures

2. Instructions

3. Process Work: Task 2A

    3.1 Research

    3.2 Ideation

    3.3 Final Outcome

4. Process Work: Task 2B

    4.1 Research

    4.2 Ideation

    4.3 Final Outcome

5. Feedback

6. Reflection

7. Further Reading

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Lectures

Week 5: Perception & Organization

Introduction to Perception in Typography

Perception in design refers to how viewers interpret and understand visual information. It can be genuine observation or manipulation shaped by designers, especially prevalent in advertising, where perception sometimes borders on dishonesty. Typography relies heavily on perception, as the way text is visually navigated and interpreted affects the reader’s understanding.

In typography, perception is influenced by contrast, form, and organization of content, which can be textual, visual, graphical, or color-based. Typography rarely exists in isolation; it often coexists with other content types, making the interaction between these elements crucial for effective communication.

Methods of Creating Contrast

Figure 1.1 Rudolf Ruzicka’s Categories (week 5 9/11/2025)

Rudolf Ruzicka’s Categories:

• Light vs. bold
• condensed vs extended
• organic vs machined
• Roman vs italic
• small vs large
• negative vs positive space
• ornate vs simple
• red vs blue

Joseph Albers’s Extension: Adds texture and direction as further contrast dimensions.

Figure 1.2 Kadare’s model (week 5 9/11/2025)

Seven Types of Contrast (Kadare’s model):

• Size: Larger elements attract attention
• Weight: Bold or heavier type creates emphasis within similar styles.
• Form: Differences between uppercase/lowercase, Roman/italic, condensed/expanded.
• Structure: Contrasting letterforms from different typefaces
• Texture: The overall density and pattern of text blocks, influenced by letterforms and arrangement.
• Direction: Use of vertical, horizontal, and angled text to create dynamic layouts.
• Color: Introducing color selectively to emphasize elements, balancing tonal values to avoid confusion.

Form in Typography

• Form creates visual interest and guides the eye smoothly across the text.
• Effective typographic form is often a balance between artistic expression and functional clarity.
• The relationship between letterforms, their unique characteristics, and spatial placement creates harmonious and beautiful compositions.
• Form can sometimes push boundaries where text becomes more abstract and less readable, serving as visual art rather than pure communication. These extremes highlight the tension between legibility and expression in advanced typography.

Organization and Gestalt Psychology

Organization in typography plays a crucial role in how information is perceived and understood. Gestalt psychology provides foundational principles for understanding how viewers group visual elements into meaningful wholes.

Gestalt Principles Relevant to Typography

Figure 1.2 Gestalt Principles (week 5 9/11/2025)

• Law of Similarity: Similar elements (color, size, orientation) are perceived as grouped together. For example, large text stands out and groups separately from smaller text.
• Law of Proximity: Elements close to each other are perceived as related, while distant elements are seen as separate. Poor proximity choices can create confusion, as shown in an example of a newspaper headline that caused public misunderstanding.
• Law of Closure: The mind completes incomplete shapes or forms, important in logo design (WWF panda logo).
• Law of Continuation: We tend to perceive continuous lines or shapes, aiding smooth reading flow and alignment in layouts.
• Other Laws: Symmetry, simplicity, and others exist but were only briefly mentioned.

Instructions

Document 2.1 (week 8 10/11/2025)

Process Work: Task 2A

3.1 Research

Figure 3.1.1 Mood board attempt 1 (week 5 20/10/2025)

In my first mood board, references were not enough, the keywords are also not well developed. We are suggested to develop keywords that are positive and promotional enough for business purposes. Keywords developed should connected with each other and not repelling each other. Keyword "spooky" are suggested to refine since it is hard to be balanced.

Figure 3.1.2 Mood board attempt 2 (week 6 27/10/2025)

In the second attempt, I tried to find references from commercial resources, mostly from kpop album covers. I developed new keywords that are related with each other: playful, lively, cute, dreamy.

3.2 Ideation

Sketches

Figure 3.2.1 Sketches attempt 1 (week 5 20/10/2025)

I was suggested to create more sketches based on the idea developed and expand it.

Figure 3.2.2 Sketches attempt 2 (week 6 27/10/2025)

Digitalization

Figure 3.2.3 Digitalization attempt 1 (week 6 27/10/2025)

It was suggested to be refined by adjusting the structure, since it looks stacked together from far. I was suggested to develop the wordmark using an existed font as base. I chose Berlin Sans FB Demi Bold as base font and further develop it by adjusting its shapes 

Figure 3.2.4 Process of modifying existing font (week 7 3/11/2025)

Figure 3.2.4 Digitalization attempt 2 (week 7 3/11/2025)

Figure 3.2.6 Digitalization attempt 3 (week 7 8/11/2025)

Figure 3.2.7 Wordmark development (week 7 8/11/2025)

Animation

Figure 3.2.8 Animation (week 7 8/11/2025)

3.3 Task 2A Final Outcome

Figure 3.3.1 Black Word Mark on White Background (JPEG) (Week 8 10/11/25)

Figure 3.3.2 White Word Mark on Black Background (JPEG) (Week 8 10/11/25)

Figure 3.3.3 Colour Palette (JPEG) (Week 8 10/11/25)

Figure 3.3.4 Word Mark in Lightest Shade of Colour Palette on Darkest Shade of Colour Palette (JPEG) (Week 8 10/11/25)

Figure 3.3.5 Word Mark in Actual Colours on Lightest Shade of Colour Palette (JPEG) (Week 8 10/11/25)

Figure 3.3.6 Animation (GIF) (Week 8 10/11/25)

Figure 3.3.7 Task 2A Compilation (PDF) (Week 8 10/11/25)

Process Work: Task 2B

4.1 Research

Figure 4.1.1 References (Week 8 10/11/25)

I expanded my research beyond Pinterest templates by exploring a wider range of commercial items, including merchandise and fashion brands.

4.2 Ideation

Figure 4.2.1 Process of expanding keyword (Week 8 10/11/25)

Figure 4.2.2 Pattern developed (Week 8 10/11/25)

I created several versions of the wordmark, and during the comparison process, I identified a recurring pattern that could be refined further. This pattern forms a cube-like structure, which aligns well with the pixel concept.

Collateral 1: bag

Figure 4.2.3 Bag attempt 1 (Week 8 10/11/25)

Figure 4.2.4 Bag attempt 2 (Week 8 10/11/25)

I felt that the designs from my first two attempts did not express the identity strongly enough, so I decided to further develop them using the pattern I identified earlier.

Figure 4.2.5 Bag attempt 3 (Week 8 10/11/25)

I translated the refined pattern into block forms and created intentional block spaces to emphasize the concept. The design also maintains a strong visual identity, even when viewed from a distance.

Collateral 2: keychain

Figure 4.2.6 Keychain (Week 8 10/11/25)

Figure 4.2.7 Keychain with bag (Week 8 10/11/25)

Collateral 3: Socks

Figure 4.2.8 Socks (Week 8 10/11/25)

Instagram Layout

Figure 4.2.9 Expansion (Week 8 10/11/25)

Figure 4.2.10 Instagram Layout (Week 8 10/11/25)

4.3 Task 2B Final Outcome

Figure 4.3.1 Collateral 1 (JPEG) (Week 8 10/11/25)

Figure 4.3.2 Collateral 2 (JPEG) (Week 8 10/11/25)

Figure 4.3.3 Collateral 3 (JPEG) (Week 8 10/11/25)

Figure 4.3.4 Instagram Layout (JPEG) (Week 8 10/11/25)

Instagram link: https://www.instagram.com/leng.pix/

Figure 4.3.5 Instagram Link (JPEG) (Week 8 10/11/25)

Figure 4.3.5 Instagram Page Layout (JPEG) (Week 8 10/11/25)

Figure 4.3.6 Compilation (PDF) (Week 8 10/11/25)

Feedback

Week 5

general feedback :

Mr.Vinod reviewed several student’s work and gave feedback and suggestions. He also briefed us about what should be expected to complete before next week's class, in which we need to refine and finalize our sketch then digitize it.

specific feedback:

Mr.Vinod advised to produce more sketches, and refine the keywords, which the keywords have to be related and positive. Moodboard should include more references as well.

Week 6:

general feedback:

Mr.Vinod suggested us to ensure the readability of our keyword, as well as demonstrated on how to modify our keyword in adobe illustrator. He also briefed us in task 2B.

specific feedback:

The pixel structure is approved. However, Mr.Vinod advised to refine the structure of the keyword. He suggested refining the keyword using an existing font, so that the keyword won’t look stacking together.

Week 7:

general feedback:

Mr.Vinod asked us to print our wordmark on t-shirt and suggest that the mock up items should be our daily life use

Week 8:

general feedback: 

Mr.Vinod briefed us about task 3 and remind us to update task 2 e-portfolio

Reflection

Experience

Task 2 feels very different from Task 1 because it gives us more freedom to express our creativity with fewer restrictions. I was able to extend my identity in a way that aligns more naturally with my own style. In this sense, the process felt more enjoyable and practical, especially during the collateral design stage. When working on the collateral, I could explore different design directions and think more realistically, almost like launching my own brand. However, in the keyword design, I applied the knowledge I gained from the earlier exercises during the refinement process. Because of that, I felt more guided and could identify issues more clearly. I also became more aware of what needs attention to achieve a font that can be easily communicated to the public.

Observation

From the knowledge I gained in Task 2, I realized that observation plays a very important role. In Task 2, most of my research was based on real examples and commercial items, which made the process feel more grounded. This task also required us to balance both creativity and practicality. It means that our design should be clear enough to communicate a message to the public, but at the same time, not overly straightforward to the point that it loses its creative value. Throughout this balancing process, I noticed that having an organized structure as the foundation is necessary. Once that base is set, we can then express our creativity more freely and confidently. I also learned that a strong wordmark needs to be tested from different perspectives—for example, using different colour shades, different sizes, different angles, and even different event contexts. This helps ensure that the design remains effective across various situations.

Findings

In Task 2, I gained a lot of new knowledge about creating a wordmark throughout the development process. I went through many rounds of refinement for both my wordmark and the collateral. In the first few versions, I felt something was off when I placed my wordmark into a mockup—it looked unfamiliar and didn’t blend in the way I expected. Trying to create a wordmark that aligned with keywords like playful, lively, cute, and dreamy was not easy, especially while balancing creativity and practicality at the same time. Because of this, I went through a long trial-and-error process. Eventually, I realized that using an existing font as a base and then adjusting it based on my own creativity was a more effective approach

Further Reading

Figure 7.1 "The Veignelli Canon" (Week 8 10/11/25)

The Vignelli Canon on Design helped guide my process by reminding me to focus on clarity, structure, and purpose in every design decision. The book emphasizes the importance of using a strong foundation—such as grids, proportion, and consistency—which supported me when developing my wordmark. It also highlights the balance between discipline and creativity, which directly related to my challenge of making a wordmark that is both expressive and practical. By applying Vignelli’s principles of simplicity, timelessness, and visual organization, I became more aware of how to refine my forms, test my design across different contexts, and ensure that the final outcome communicates effectively to the public.