TYPOGRAPHY TASK 3B : TYPE DESIGN & COMMUNICATION

June 13, 2022

TYPOGRAPHY TASK 3B : TYPE DESIGN & COMMUNICATION

Week 8 (18/5/22) - Week 13 (22/6/22)
Student: Tai Ser Yeet (0345798)
Programme: Bachelor of Design (Honours) in Creative Media
Task: Task 3B- Type Design & Communication

LECTURE

WEEK 10 -

BRIEFING

• Research Lettering

• Read the article on how to create a Telegram sticker

• Select greeting

• Sketch 5 options

• 512-pixel size of the final artwork

• First design your lettering using BW only

• Introduce color (Taylor's) Red, White & Black

• You must not use gradients only flat tones

• Use the Taylor's Mark in your sticker

• Modify typefaces if you were to use existing ones

Fig 1.1 Examples of Lettering 1, Week 10 (1/6/22)

Fig 1.1.2 Examples of Lettering 2, Week 10 (1/6/22)

INSTRUCTIONS

Fig 1.2 Instructions for Task 3B, Week 10 (1/6/22)

TASK 3B: TYPE DESIGN & COMMUNICATION

TYPE DESIGN

Before starting this task, we were instructed to pick out a greeting from the list provided by Mr. Vinod. From the get-go, I knew that "Happy Women's Day" was the one for me mainly because I already had a few cool ideas which could work. However, I bumped into tough challenges later which would be shown as you scroll through.

ATTEMPT 1

INSPIRATION

I went onto Pinterest and searched for sample illustrated greetings that conveyed the message well and displayed proper design principles. The minor graphical elements filled in the white spaces neatly and added a feminine touch to the composition.

Fig 1.2.2 Lettering Design 1, (Source: Pngtree), Week 10 (1/6/22)

The design clearly shows the hierarchy of importance between the two other words with the "Mother" which helps guide the viewer's eyes to the main focal point of the artwork.

Fig 1.2.3 Lettering Design 2, (Source: Pinterest), Week 10 (1/6/22)

SKETCHES

WEEK 10

Fig 1.3 Sketch 1,2,3 & 4, Week 10 (1/6/22)

Description for Sketches -
After being inspired by Fig 1.2.2, I recreated a similar design by emphasizing the women with a different type of lettering in comparison to the words, "Happy" & "Day". I differentiated the word "Women" with various methods( See Fig 1.3) such as making it into block letters, contrasting it with a different color, and lastly, with size.

DIGITALIZATION OF STICKER

I was not satisfied with all four sketches because none of them were outstanding and different from the ready-made stickers on the internet. I just could not visualize the lettering becoming my final submission even with shadows and graphical elements.

However, later that day, I came across retro typefaces that were 3-Dimensional and as a result, added depth to the letterforms. This helped the sticker stand out to the user. Anyhow, I downloaded the typeface and started playing with it on Illustrator.

Fig 1.3.2 Retro Typeface, (Source: Pinterest) Week 10 (26/6/22)

In the middle screenshot, I increased the size of the letter 'O' to allow dynamicity and variety in the lettering. In the far right image, I had this idea to use the curved end of 'H' in order to create a heart shape.

Fig 1.3.3 Redesigning the Greeting, Week 10 (26/6/22)

ATTEMPT 2

INSPIRATION

After the failed attempt, I returned back to Pinterest and continued hunting for a unique type of design.

In Fig 1.4, the letterings themselves were quite interesting because if merged together, would constitute a vertical rectangle. Not only that, the three different words were placed neatly around each other with equal negative spaces to avoid the illusion of cramming.

Fig 1.4 Design Inspiration 3, (Source: Pinterest) Week 10 (26/6/22)

Fig 1.4.2 Design Inspiration 4, (Source: Dribbble) Week 10 (26/6/22)

SKETCHES

Fig 1.4.3 Sketch 5, 6 & 7(Source: Dribbble), Week 10 (26/6/22)

Description for Sketches -
Following Fig 1.4's design in using letterforms to create a shape, I had an idea to do the same. Sketch 5 shows my attempt at making a triangle shape by manipulating the "W" & the Dollar sign "S" in a way that tapers at the top. A simple illustration of a female constructed from merely a triangle and three spheres was added to replace the letter "A".

Sketch 6 is my rendition of Fig 1.4.2 which incorporated admittedly, had incorporated more geometrical elements into the letter design as compared to the first few sketches I had.

Sketch 7 is a combination of both Sketch 5's graphical elements & Sketch 6's letterforms. I then joined the descenders and strokes to some alphabets together in order to promote movement in the design. Moreover, if you look closely, the "O" from the word, "Women" closely resembles a female symbol. In terms of the "W", a wing is attached to the left side of the letterform to commemorate the movie, Wonder Woman in which the female gender was greatly recognized and appreciated.

DIGITALIZATION OF STICKER

WEEK 12

Using the rectangle tool, I began creating the letterforms according to the sketches. The entire process was fairly simple as there was no need to alter the width of the stroke or recreate a fancy drawing.

Fig 1.4.4 Outlining the Sketches, Week 12 (15/6/22)

Minor Details
In Fig 1.4.5, I made sure to align "y" tail with the starting of the symbol. Next, I placed Taylor's mark right underneath the "N" in an attempt to make it blend in with the letterform. Lastly, the middle of the wing was colored in with a bright red to balance out the pop of red on the symbol.

Fig 1.4.5 Adding Minor Enhancements To Design, Week 12 (15/6/22)

Since I wanted my greetings to openly encourage females to be courageous, I drew an arm with a bump as a bicep. It was also used as a filler for the empty space above the "N".

Fig 1.4.6 Drawing a Bicep On The Arm, Week 12 (15/6/22)

I then also combined the stroke from "N" & "y" together so everything is cohesive to one another.

Fig 1.4.7 Combining Strokes From Different Letterforms, Week 12 (15/6/22)

Fig 1.4.8 Adding Lines As Graphical Elements, Week 12 (15/6/22)

Using the Pen Tool, I drew a ponytail on the female figure so that it is easier to recognize the purpose and design of the greeting.

Fig 1.4.9 Drawing the Ponytail For Female Figure, Week 12 (15/6/22)

After completing the digitalization, I created the telegram sticker and tried sending it to my social circle.

Fig 1.5 Outlining the Design With A White Background, Week 12 (15/6/22)

FEEDBACK FROM LECTURER
The sticker is too hard to read, the size of Taylor's logo is too small, eliminate one 'W' instead of two, omit the biceps of the lady and lastly, make some parts of the letterings more feminine. Also, try to align the bottom of the word "Woman' horizontally. On a brighter note, the female symbol representing the 'O' is interesting as well as the linkage between the letters, 'A', 'N' & 'S'.

ATTEMPT 3

INSPIRATION

WEEK 13

I was pretty bummed after getting rather negative feedback as I liked my design. However, I do agree that because of the design's complexity, the readability was compromised to the point where a fair bit of thinking was involved in order to decipher the message. After trying to make Fig XX more feminine by rounding the edges of the letterforms, it still seems stiff and manly. I did not know how else to alter the design hence, I had no choice but to start from scratch once more.

This time, I searched for more graceful & poised lettering which involves more circles instead of squares or rectangles. Besides that, I had my mind fixed on cursive lettering as the main style for the word "Women". Below are a few examples in which I fancy:

Fig 1.5.2 Design Inspiration 5, 6, & 7 (Source: Pinterest), Week 13 (22/6/22)

Fig 1.5.3 Design Inspiration 11 & 12 (Source: Pinterest), Week 13 (22/6/22)

Besides the usual wreath-style design, I was also eyeing a similar type of design with Fig 1.4 (Design Inspiration 3) whereby instead of merely recreating basic shapes, letters create actual objects one sees in their everyday life.

Fig 1.5.4 Design Inspiration 8, 9 & 10 (Source: Pinterest), Week 13 (22/6/22)

SKETCHES

WEEK 13

Sketch 8 & 9 are based on the design inspiration of Fig 1.5.4 I wanted to recreate a simple flower with Sketch 8. As for Sketch 9, it would be a heart. Later, after much contemplating, I decided that both sketches were too hard to read and I did not want to risk it once more with design affecting readability.

Fig 1.5.5 Sketch 8, 9, 10 & 11, Week 13 (22/6/22)

Next up, Sketch 12 is based on the design inspiration of Fig 1.5.2 I have incorporated flowers just to create more of a circular-shaped sticker.

Fig 1.5.6 Sketch 12, Week 13 (22/6/22)

DIGITALIZATION OF STICKER

I started by warping the letterforms to follow the curvature of the circle.

Fig 1.5.7 Warping the Letterforms, Week 13 (22/6/22)

In Fig 1.5.8, I tried out various methods of creating the 'W' from reusing existing typeface to drawing my own strokes with a brush tool. The 'W' which came from the brush tool was more fitting to the design, making it my preferred choice. Not to mention, I had more control over the details of the letterforms such as the narrow twirl at the start of the alphabet.

Fig 1.5.8 Experimenting With the Letter, 'W', Week 13 (22/6/22)

In order to create a 3-Dimensional Effect, I duplicated the letter and colored that version a shade darker than the original color. I also angled the 'H' roughly around 60 degrees away from the original 'H'.

Fig 1.5.9 Creating a 3-Dimensional Effect By Adding Shadows, Week 13 (22/6/22)

Fig 1.6 Creating a 3-Dimensional Effect By Adding Shadows To Rest of the Letters, Week 13 (22/6/22)

I used the brush tool once more to draw the letters, 'm', 'e', 'n' & 's' as well as add shadows underneath.
Fig 1.6.2 Adding Shadows To Letter 'M', Week 13 (22/6/22)

Fig 1.6.3 Adding Graphical Elements, Week 13 (22/6/22)

Fig 1.6.4 Smoothening the Edges, Week 13 (22/6/22)

FEEDBACK
Mr. Vinod suggested lessening the tonality of the shadows & tightening the spaces in between each letterform.

After the feedback session, I made the changes to the letters, "Happy" & "Day" and even swapped the grey color to a more peachy shade which compliments the red very well.

Fig 1.6.5 Results of Attempt 3, Week 13 (22/6/22)

Attempt 4 ( Refined Version of Attempt 3)

After I completed Attempt 3, I still had that gut feeling that the design was not good enough for submission. There were two letterforms which I was particularly not happy about; the 'm' & 'n' from the word, 'Women'. Since we were able to use existing typefaces but slightly modify them, I grabbed the opportunity and traced out the two alphabets from an image. Fret not because I did some modifications to it later on.

Fig 1.7 Tracing Existing Typeface, Week 13 (22/6/22)

The extended curve of the 'm' provided a larger surface area for the lettering and also gave an illusion of an underline. This then helps attract greater attention to itself.

Fig 1.7.2 Comparison Between The Lettering Design From Attempt 3 & 4, Week 13 (22/6/22)

I also went ahead and played around with the width of the strokes using the width tool to give character to each letter. It is fascinating how such tiny detail could truly impact the entire appearance of the design.

Fig 1.7.3 Adjusting Width of Strokes For Letter 'S', Week 13 (22/6/22)

Fig 1.7.4 Adjusting Width of Strokes For Letter 'W', Week 13 (22/6/22)

As for the rest of the words, I used a handwritten typeface that is not too bold and cursive to the point where it draws attention away from the main focal point. Later, I added shadows as well to give dimension.

Fig 1.7.5 Warping 'Happy' & Adding Shadows, Week 13 (22/6/22)

I noticed that the letter 'y' was difficult to read as the strokes were drawn too close to each other. Hence, I redrew it and increased the distance of the top two strokes.

Fig 1.7.6 Redesigning the Letter 'y', Week 13 (22/6/22)

As for Taylor's logo, I warped the top part so that it could blend seamlessly with the curve of the 'n'. Not only that, but I also changed its color to a dark shade of red and warped the bottom part so that it resembles a flag waving in the wind.

Fig 1.7.7 Warping Taylor's Logo, Week 13 (22/6/22)

After creating a sparkle from a circle, I duplicated the element and placed it all over the white spaces in between the sticker to reduce the feeling of emptiness and add a bit of bling to my design.

Fig 1.7.8 Creating a Sparkle, Week 13 (22/6/22)

Fig 1.7.9 Placing a Pink Heart In The Design, Week 13 (22/6/22)

Fig 1.8 Results of Attempt 4 Without Outlines, Week 13 (22/6/22)

Fig 1.8.2 Results of Attempt 4 With Outlines, Week 13 (22/6/22)

FINAL SUBMISSION

WEEK 13

Fig 1.9 Final Submission of Task 3B- Type Design & Communication (B&W), PNG, Week 13 (22/6/22)

Fig 1.9.2 Final Submission of Task 3B- Type Design & Communication, PNG, Week 13 (22/6/22)

Fig 1.9.3 Final Submission of Task 3B- Type Design & Communication, PDF, Week 13 (22/6/22)

Fig 1.9.4 Screenshot of "GorlPouwer" Sticker, Week 13 (22/6/22)

Link to sticker pack: Click this to add "GorlPouwer" to your sticker album

FEEDBACKS

WEEK 12 - DIGITALISATION

General Feedback

Large amounts of spacing are not ideal for a sticker.

Specific Feedback

The sticker is too hard to read, the size of Taylor's logo is too small, eliminate one 'W' instead of two, omit the biceps of the lady and lastly, make some parts of the letterings more feminine. Also, try to align the bottom of the word "Woman' horizontally. On a brighter note, the female symbol representing the 'O' is interesting as well as the linkage between the letters, 'A', 'N' & 'S'.

WEEK 13 - DIGITALISATION

Specific Feedback

Tighten the letter spacings in between the words, "Happy" & "Day". Not only that, lessen the tonality of the shadows as well. Taylor's logo could be bigger and should not be placed upside down.

REFLECTIONS

EXPERIENCE

After the task was submitted, I definitely felt a huge sense of accomplishment as compared to the other tasks mainly because a lot of trial & error was performed. It was also a roller-coaster of emotions due to the fact that when I thought my sticker design was great, Mr. Vinod did not think the same. I also spend a large amount of time searching for inspiration because I am not even sure what design is acceptable at this point. Nevertheless, I am so glad that I pushed through the hard times and managed to produce a telegram sticker that was beyond my expectations.

OBSERVATIONS

Coming back to the process of Task 3B, seeing my peer's work made me feel worse about my inadequate skillset more than ever before. I noticed a familiar pattern in myself. Whenever I view a work that is greater than my own, I would initially feel inferior and hopeless. But after a couple of days, I used that inferiority to motivate myself and eventually drive myself forward to greater heights. This led to a satisfactory outcome which I am very proud of. Not only that, I did not know that I had this creative standard in me which only came out after I finished Task 3B.

FINDINGS

I thought that since there was not many rules that we had to follow this time & we could use Illustrator, the project would be easier. I was wrong. It was definitely harder because there were endless ideas and inspirations to choose from. On top of that, we had to choose a spectrum of colors to ink our designs.