ADVANCED TYPOGRAPHY: PROJECT 2
30/06/2023 - 06/12/2023
Week 01 - Week 14
Adrianna Sofea Mohd Fauzi (0350661)
Bachelor of Design (Hons) in Creative Media
Advanced Typography - Project 2
Contents:
1. Lectures
2. Advanced Typography - Project 2
3. Final Outcome
4. Feedback
5. Reflection
Lectures
All lectures are completed in Task 1.
Instructions
Advanced Typography - Project 2
Understanding what is a wordmark?
Keywords in design are words or phrases that are used to guide the design process or for optimisation in various design contexts such as web design, graphic design, or user experience design. They are also known as a logotype, it represents the brand identity in a type form but as their logo with the essence of the brand.
A logotype, also known as a logo, is a distinct graphic representation or symbol that serves as a visual identifier for a company, brand, or product. Logotypes are designed to be easily recognisable and associated with a specific entity and can include a distinctive typographic treatment, a symbol, or a combination of both.
Visual Research on Wordmark
Figure 1.0 Visual Research
Figure 1.2 First Design (Rejected)
Development of a Wordmark (Second-time round)
Following Mr. Vinod's feedback, I had to rework my design for the second time. As a result, I began by scribbling "SOFEA" in my notebook and devoting a day to research. It was critical that this iteration was not only acceptable, but also more robust and stable than my initial design.
Figure 2.0 Sketches of Alphabet Outlines
Notes:
I sketched out S, A, F, E in lowercase letters and leave out the O as I could create them
from the letter A or E.
Figure 2.1 Digitisation of "a"
Notes:
When I looked at my "a," I didn't like how angular and boxy its aperture was, so I changed it out for something sharper and more tailored to my taste. With regard to the counterform, I wanted to emphasise the area between the stem and its bowl as a transition from thin to thick weight.
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Figure 2.2 Digitisation of "e"
Notes:
The "e" and the "a" were drawn with the same size when first sketched. I chose a thinner stroke to match the "a" in order to maintain consistency by adjusting the lower section of the counterform between the "e" and its body.
Figure 2.3 Digitisation of "o"
Notes:
I created the "O" by using the "E"'s structure as a template, though it was difficult to choose the right counterform. It took some thought to determine whether it should be wider or narrower to keep it in line with the other letterforms.
Figure 2.4 Digitisation of "f"
Notes:
I wanted uniformity, so I made sure that the "f" had the same ascender as the "a," since I didn't like the square-shaped opening in the "a." Instead of starting from zero to create a new ascender, I took it out of the "a" and incorporated it into the "f." I also took the crossbar from the "a," utilising a matching portion of the rectangle from the "e."
Figure 2.5 Digitisation of "s"
Notes:
The "s" took the longest to create, and I used the "f" as a reference to help me capture the distinctive features of this type family, especially with regard to its width, strokes, and stem.
Figure 2.6 Adjustment of Weight Stroke (Standardised)
Notes:
In addition to adjusting the "o" by placing the "f" on top to ensure uniform weight and achieve the desired balance for its counterform, I superimposed the letters to compare their likeness.
Figure 2.7 Comparison of Before and After
Notes:
The initial wordmark appeared disjointed, with each element appearing to be from a different type family, and lacked unity and balance. The revised version is easier to read and more visually appealing. This is because each letter has the same stem, strokes, weight, and style, resulting in a unified and cohesive design.
Figure 2.8 Change of Name (Add "a")
Notes:
I chose "Soafea" because I had a sudden inspiration for this brand. The pronunciation remains the same, or it can be spelt "so-ah-fea."
Brand Identity Expansion
What is Brand Identity and How is it important?
Brand identity is
Figure 3.0 Idea of Brand Identity
Notes:
I had an idea of expressing one of my traits, as people often say I am "soft-spoken" and I wanted to highlight that (thankfully, my second name is "Sofea") I was able to create something out of it and I explored items/ collaterals that could incorporate the brand's identity. This would mean the products would have to resonate with the name whether it's fabric, texture or an expression.
Figure 3.1 Color Pallete for Brand
Figure 3.2 Research and Exploration of Brand Collateral
Notes:
After countless explorations, I found the collaterals that I could use for this brand. The photos above are my inspirations for how I would like to include in my branding.
List:
- Scarf
- Skincare Packaging
Figure 3.3 Development of Brand Initial "S" for Soafea
Notes:
I did the initial for "Soafea" by wrapping around a scarf on the "S" to
Figure 3.4 Creating a brand icon for Brand Recognition
Notes:
This element was taken from the counterform of my letterforms (o and a). It created a ribbon-like
design.
Figure 3.5 Design Sample of Branding
Brand Collateral
I selected specific collateral items: Essence Packaging, Neck/Head Scarf, and T-Shirt. Additionally, I included the business card because I believe that businesses consider them essential for displaying professionalism.
Figure 4.0 Collateral #1: Skincare - Essence Packaging
Notes:
The first collateral above shown is an essence packaging design of Soafea.
From left to right ________________________________________________
The first left side of the packaging is a description of the essence's functions:
"This essence fulfils several vital roles, chiefly functioning as a moisturising, nutrient-delivering, and skin-priming agent. It provides immediate nutrient delivery, hydrates the face with moisturising components, and preps the skin for other treatments. This can help balance the pH levels of the skin, improve even toning, promote anti-ageing, soothe and calm inflammation, and strengthen the skin's barrier."
The second left side of the packaging has visible icons of important notes about the essence:
"Paraben-free", "Non-toxic" and "12 Months". These indicators help consumers to understand the functionality and key-notes of the essence.
The third right side of the packaging is the main (front) face of the packaging where "Soafea" is
placed with its element and indicating the product is an Essence.
The fourth right side of the packaging is a text placement that states "Made for southeast asian skin"
and "Hydrating Essence" in vertical and horizontal to show movement.
Figure 4.1 Collateral #2: Scarf Design Pattern
Notes:
The Neck/Head Scarf is a pattern of the element made from the counterform and the colors are
from the color palette of this brand.
Figure 4.2 Collateral #3: T-Shirt Design for Her Collection
Notes:
The T-Shirts are divided into two collections: one designed for women and the other for men. I aimed to categorize these distinct colors into separate groups to enhance the brand's exclusivity.
Figure 4.3 Collateral #3.1: T-Shirt Design for Him Collection
Figure 4.4 Collateral #3.2: T-Shirt Design Collection
Figure 4.5 Collateral #4: Business Card
Figure 4.6 Social Media Branding on Instagram
(IG Handle: soafea.design)
Instagram Feed Collages
Lifestyle Photoshoot
Figure 4.7 For him lifestyle shoot
Figure 4.8 For her lifestyle shoot
Notes:
Lifestyle photoshoot with the help of my neighbour.
Animation for advertisement purposes of branding
Final Outcome
Figure 5.1 Key Artwork in Black and White
Figure 5.3 Collateral: Business Card
Figure 5.4 Collateral: Business Card
Figure 5.5 Collateral: Essence Packaging
Figure 5.6 Collateral: Essence Packaging
Figure 5.7 Collateral: Scarf Design
Figure 5.8 Collateral: Scarf Design
Figure 5.9 Collateral: T-Shirt Design
Figure 6.0 Collateral: T-Shirt Design (For Her)
Figure 6.1 Collateral: T-Shirt Design (For Him)
Final Outcome in Pdf
Feedback
Week 7:
General Feedback: Don’t repeatedly use the wordmark for every post, create an identity by expressing more from the wordmark in a creative way.
Specific Feedback: Try combining the “a” and “f” together to create ligature and make sure their weight strokes are the same. Continue to work on my idea and proposal for the final project
Week 6:
General Feedback: Collateral: Expand your brand identity, do not copy and paste
T-shirt: The wordmark can spread throughout the T-shirt by using the texture or pattern of the wordmark. Look into big brand's wordmarks (Coca-Cola, Louis Vuitton, etc) Study them and understand how they translate their brand characteristics.
Week 5:
General Feedback: Make sure your wordmark is balanced
Specific Feedback: No specific feedback
Reflection
Experience:
Initially, things were quite challenging for me as I was juggling several family matters while simultaneously battling COVID-19 for the third time, I could say I almost gave up due to the fact I had many things on my plate that weren't academically related however I had to push myself through it. This unforeseen health setback and the emotional and physical toll it took disrupted my workflow and affected my performance on this task. Exhaustion played a significant role in hindering the quality of my work. Additionally, having to redo my initial design following Mr Vinod's feedback meant I had to put in extra effort to align myself with my peers and meet the task requirements.
Observation:
Based on my observation, this task requires a lot of understanding of how the wordmark can be expressed and how it can be expanded. I was frustrated that I had very little time to do extra research to truly create a mark that represents me. I did a lot of visual researches from Instagram accounts that taught how branding works. I was able to get the gist of understanding that a type can be expressed in various ways without having to use too many elements.
Findings:
I found that when a wordmark is curated and properly crafted, it can leave a lasting impression on viewers, making it easier for clients to remember and recognise the product. It is important to have at least one element or an expression that represents that brand to have that sort of recognition.
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