Advanced Typography: Final Project

Advanced Typography: Final Project

28/10/19 - 25/11/19 (Week 10 - Week 14)

Sia Man Sheng

0333877

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LECTURE NOTES

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INSTRUCTION

This project is a collateral based of Project 1, we are to create 3 collateral in which poster is compulsory but the other two could be any relevant choices by inserting information provided below:

Studying

Brainstorming

Figure 1.1 References of how brand identity was interpreted into letterforms 

Figure 1.1.1 Logo of Coca Cola 

Figure 1.1.1 Logo of Innisfree

Enhance Brand Identity

In my initial idea, I wanted to enhance the brand identity of certain brand through typographical manipulation of their brand name (e.g. innisfree or coca cola). In order to achieve this, I have to study the brand to extract the traits and mimic it to reform the letterforms. 

Figure 1.2 References of how elements of a place was interpreted into letterforms 

Sense of Place

And from there, I did come out with the idea to interact the sense of place with the name of that place. For example, to form the letterforms "Malaysia" with the elements of different ethnics and KLCC. The concept behind this is to promote Malaysia culture as a multicultural society.

Figure 1.3 References of how food was interpreted into letterforms 

Traditional Food

As I thought the idea of "Malaysia" is too general and wide range, I narrowed it down to another idea- to create a typeface by mimicking local traditional food. The concept is similar but has modified to promote the local food of Malaysia.

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Problem Statement

As the tourism industry is one of the largest and fastest growing industries in Malaysia, the government has poured considerable effort into promoting this industry consistently. The outcome of this project aims to educate tourist in order to promote Malaysia's Uniqueness and give a basic understanding of it to the tourists from other country. 

This project would done through extraction of Malaysia identities/elements/symbolism and further interact these identities/elements/symbolism with letters. As the final outcome, the applications of this project's outcome would mainly focus on billboard advertisement, magazine cover, poster, souvenir, poster or anything that could get in touch with tourists.

Objective(s)

To Promote Malaysia's Culture and Tourism Attractions to Tourists

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Research
In order to show Malaysia's identity and uniqueness, I was to read through researches and articles to identify each elements that are famous and widely promote to tourists.

Figure 2.1 Identifying elements and sketch draft 

Then, I started to implement the typeface with selected elements. Firstly I was to figure out suitable reference image in order to trace it out in Adobe Illustrator. What consuming my time the most is that to find out the balance between different elements to put them all together while using the knowledge learnt from Design Principles.

Second step is to import the elements into Adobe Photoshop as I think it is more easier for me to use masking tool and to add on shadow effect.


First Attempt

Figure 2.2 Letter "a" - Hibiscus (To promote Malaysia Culture)

Figure 2.3 Letter "i" - KL Tower (To promote Malaysia Culture)

Figure 2.4 Letter "l"- Petronas Twin Tower (To promote Malaysia Culture)

Figure 2.5 Letter "M"- Mount Kinabalu (To promote Malaysia Culture)

Figure 2.6 Letter "s"- Sea Turtle (To promote Malaysia Culture)

Figure 2.7 Letter "y"- Hornbird (To promote Malaysia Culture)

Figure 2.8 Final Outcome of "Malaysia" (To promote Malaysia Culture)

At first I was to design "Malaysia" with each letterform containing a significant identity of Malaysia. The colour template is extract from the colours exist in the Flag of Malaysia, also known as the Malay: Jalur Gemilang. Flag of Malaysia contains only four colour: Red, Blue, Yellow and White. From there, I further develop the colours by varying the tones and hints.

While considering consistency,  I select one out of four colours as the primary, and sometimes support with secondary only when necessary. Ensuring same design of element (e.g. cloud and mountain). Moreover, composition also needs to be consistent while considering all elements come out from the bottom and more space in the upper part.

In order to ensure Readability, contrast of colour does play an important role. For example, using green leaves to make the hibiscus stands out. Furthermore, minimize the variety of element to lower the complexity also help the readers understand it easily. 

Refining
After receiving feedback of making the full set of letters, I further proceed and did more research to match the letters with the elements used.

Figure 2.9 Matching of Elements with letterforms (To promote Malaysia Culture)

Second Attempt

Figure 2.10 Works done in Illustrator to trace out images and  make compositions.(To promote Malaysia Culture)

Figure 2.11 Letter "A" - Asian Tapir (To promote Malaysia Culture)

Figure 2.12 Letter "B" - Batu Caves (To promote Malaysia Culture)

Figure 2.13 Letter "C" - Proboscis Monkey (To promote Malaysia Culture)

Figure 2.14 Letter "D" - Durian (To promote Malaysia Culture)

Figure 2.15 Letter "E" - KL Tower (To promote Malaysia Culture)

Figure 2.16 Letter "F" - Melaka (To promote Malaysia Culture)

Figure 2.17 Letter "G" - Rickhsaw (To promote Malaysia Culture)

Figure 2.18 Letter "H" - Hibiscus (To promote Malaysia Culture)

Figure 2.19 Letter "I" - Hornbird (To promote Malaysia Culture)

Figure 2.20 Letter "J" - Masjid Jamek/ National Mosque (To promote Malaysia Culture)

Figure 2.21 Letter "K" - KLCC/ Petronas Twin Tower (To promote Malaysia Culture)

Figure 2.22 Letter "L" - Lion Dance (To promote Malaysia Culture)

Figure 2.23 Letter "M" - Mount Kinabalu (To promote Malaysia Culture)

Figure 2.24 Letter "N" - Sumatraun Rhinoceros (To promote Malaysia Culture)

Figure 2.25 Letter "O" - Orang Utan (To promote Malaysia Culture)

Figure 2.26 Letter "P" - Penang Bridge (To promote Malaysia Culture)

Figure 2.27 Letter "Q" - Petaling Street (To promote Malaysia Culture)

Figure 2.28 Letter "R" - Rafflesia (To promote Malaysia Culture)

Figure 2.29 Letter "S" - Sea Turtle (To promote Malaysia Culture)

Figure 2.30 Letter "T" - Malayan Tiger (To promote Malaysia Culture)

Figure 2.31 Letter "U" - Ketupat (To promote Malaysia Culture)

Figure 2.32 Letter "V" - Malaysia Map (To promote Malaysia Culture)

Figure 2.33 Letter "W" - Wayang Kulit (To promote Malaysia Culture)

Figure 2.34 Letter "X" - Wau (To promote Malaysia Culture)

Figure 2.35 Letter "Y" - Red Church (To promote Malaysia Culture)

Figure 2.36 Letter "z" - Palm Tree (To promote Malaysia Culture)

Figure 2.37 Final Outcome (To promote Malaysia Culture)

Promotional Video

As my objective is to promote Malaysia's Culture and Tourism Attraction to the tourists, and I has developed a typeface for to achieve this purpose. Hence, I was intended to make a Malaysia Promotional Video while using my typeface.

Video 1 Malaysia Promotional Video: https://youtu.be/lxjO3nS118Q

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FEEDBACK

Week 11 - 4/11/19

Personal Feedback:

Due to we are at final project stage now, the work volume should be considered. I should design a set of new typeface instead of just a word "Innisfree/ Malaysia". I can work on the idea of interpreting sense of place into letterforms by identifying all the existing elements but it is depends on my personal ability to work until the level as shown in the reference within the time frame. 

General Feedback:

Most of you have problem in your blog, it doesn't seem clean and well structure. Make sure you have clear division, clean final Jpeg, final pdf. You need to have flay lay in Jpeg and Pdf, Should include microsite and link as well, open it in a new tab. Missing part in the final week will deduct mark, you should be aware as you are already in semester 2. Get all your printing material done by this week. When you approach your blog, you have to keep in mind what is important is make sure you briefly explain what you have done in the caption. When you look back it again, check whether someone will understand what it is. Final Artwork should more than single line with justification of what your expectation etc.

Week 12 - 11/11/19

Personal Feedback:
Please take out the unnecessary shadow as the shadow is too strong. Only shadow outside of the letterforms needed to be removed. Looks good and interesting. Continue and make the full set. Please consider time constraints, do arrange your time wisely.

Week 13 - 18/11/19
Personal Feedback:

The only thing is how do you present your work interesting. Suggestion from Mr. Vinod is to make a video with one letter + one image/ one letter + one video / one letter + one image + one letter. Make it interesting to display. Colourful image or interesting music or fast changing scene is all up to you. Good work by the way.

General Feedback:
when you finish, make sure speaking to someone who doesn't understand, clear, concise, easy on the eye, easy to understand, final compilation is simple, only the final work is compile for exercise and project 1-2-final, if you have different version in one project(static/motion) the final result is what you shown in the final compilation, you don't have to write any words except for reflection. Reflection must reflect you finding, observation and experience for the whole semester. The final mark is mark through blog, not what you submitted, not what on our hand, is what on the blog. Make sure the panel will understand your blog. Last Push.

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REFLECTION

Experiences:

The class is getting less patience until this stage, I think is because most of them still struggling in getting the approval on project 1 and suffering in the condition of cannot get a good concept idea. I have to keep moving as the projects are coming although I am not getting a really strong idea in project 1.

Observations:

As we are already in final project stage, although it has no limit for us to decide what to do and what the topic is, but the work load should be the highest as compare to previous projects. As we already in "advanced", so should have more pressure and work load compare to sem 1. Besides, I found that most of us have great improvement of skills on using Ps/Ai/Fontlab/Pr.

Findings:

The collateral have to be different and not just a copy from the key artwork. In order to work on different collateral, I have gone through quite a lot of design and research/ principles to have the knowledge in designing t-shirt, bag and lanyard and to avoid common mistakes made by designers. It is good to have guideline for beginners but sometimes it could become the frame to limit my imagination as well. But for now, I think I still need to refers to experts' opinion and guideline to gain more experiences.

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FURTHER READING

Figure 4.1  8 Reasons Why Typography Is Important by Nabin Paudyal

8 Reasons Why Typography Is Important by Nabin Paudyal

As I am working on conveying certain message through typography and mostly are through visual communication. Hence, the aspect I have looked into are all regarding the information I needed.

It is a medium of communication

When you visit a website, you can easily determine what sort of information it provides. The arrangement of the contents, the colours and fonts used and other minute details provide a way of communication between the visitor and the website owner.

It attracts the readers

The font should be as clean as possible. Using fonts that are easy to read are key to presentation. The fonts add value to your text. It helps readers to perceive information from the text. The correct choice of color, font and text size can prove to be vital for attracting your target audience.

It holds the audience's attention

It's easy to attract the readers using typography but holding their attention requires more creativity. Every content may contain some mundane text. If used effectively, typography can make them look attractive. The correct approach might be the use of some attractive graphics.

It conveys a certain mood or feeling

A content might be an advertisement of a computer game. It might contain some exciting features of the game. In such case, you should design the content that is fun, playful and glamorous. If your content requires some seriousness, you should choose fonts that are simple, plain and professional. The choice of such typeface determines how the content is understood.

It creates and builds recognition

Typography specializes your company and it works as an identification for the viewers. With the help of typography each of your content gains your company's presence.