Advance Typography // Task 2A & B: Key Artwork & Collateral

20th September 2023 - 11th October 2023 (Week 4 - Week 7)

Emran Tarek Sayed // 0346648

Bachelor of Design (Hons) in Creative Media

INSTRUCTION

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TASKS

Task 2A: Key Artwork

In Task 2A, Key Artwork. We are tasked to create a key artwork using your name, pet name or pseudonym. Starting with inspiration and a mood board that explains your thought process; that is, by determining and deciphering it in words. We would then have to produce variations of the artwork until we get a final product. The final product of your artwork will be used in Task 2B later.

Ideas & Sketches

What came to mind was my pet name, Mochi. He has the habit of stretching and squeezing himself into many spots to sleep is why his name is Mochi. Also, it's because Mochi is one of my favourite snacks.

Anyway, his name, Mochi, gave me a few ideas on what to sketch. So, without further ado, I started by sketching a few ideas I thought of on Procreate. I am using a Marker-based font for this task because I found it unique as it feels like handwriting but thick in stroke. I started typing down Mochi using the Marker-based font. Then, I would stretch and squeeze the letters in various ways using the liquify feature (push and pull) on Procreate. Here are the four variations I came up with.

Fig. 6.0 Moodboard

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Fig. 6.1 Mochi Sketches 1-4 (First Draft)

4th October 2023

I am not too fond of the sketches (not sure why), but I made sure by asking a few of my friends whether they liked them. They were unsure in answering, which tells me it doesn't look too good. Therefore, I did another batch of sketches to give me more ideas.

Fig. 6.2 Mochi Sketches 5-7 (Second Draft)

4th October 2023

I am still not too fond of the designs, although I like the last one because it looks like the shape of Mochi, so I am expanding on that one. I did a few more sketches, and I made it into the shape of a cat, Mochi.

Fig. 6.3 Mochi Sketch 8 (Third Draft)

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Fig. 6.4 Mochi Sketch 9 (Third Draft)

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Fig. 6.5 Mochi Sketch 10 (Third Draft)

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Fig. 6.6 Mochi Sketch 11 (Third Draft)

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Fig. 6.7 Mochi Sketch 12 (Third Draft)

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Fig. 6.8 Mochi Sketch 13 (Third Draft)

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Fig. 6.9 Final Mochi Sketch

4th October 2023

Digitalisation

The next step is to digitalise it in Adobe Illustrator to proceed forward. Digitalising includes improving the stroke and the logo itself in general.

Fig. 6.10 Mochi Logo Imported

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Fig. 6.11 Mochi Logo Adjusted

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Fig. 6.12 Finalised Mochi Logo (JPEG)

5th October 2023

Then told by Mr Vinod that we were required to print our artwork, including a view version in a Black T-shirt in a PDF file.

Fig. 6.13 Print Out Artwork (JPEG)

5th October 2023

Colour Palette

Following the instructions given out by Mr. Vinod. The next step is to find a colour palette from a "Colour Hunt" site. And find a colour palette for our brand identity. I have chosen maroon, yellow, peach and pink for my brand identity.

Fig. 6.14 Colour Palette

5th October 2023

As I found my colour palette, I tried all the colour combinations with my finalised logo in Adobe Illustrator.

Fig. 6.15 Mochi Colour Palette

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I like all the colours for my Mochi logo, but if I were to pick one, the fourth one would be best. Therefore, the next step is to find a finalised brand identity colour (Mochi Logo); I chose Maroon and Yellow.

Fig. 6.16 Finalised Mochi Logo Colour (JPEG)

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Fig. 6.17 Finalised Mochi Logo Inverted Colour (JPEG)

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Not to forget, Mr Vinod reminded us in the class to add our self-portrait in black & white. So here is mine.

Fig. 6.18 Self-Potrait 1

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Fig. 6.18 Self-Potrait 2

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Task 2B: Collateral

Following up on Task 2A, in Task 2B, we must expand our key artwork into the three chosen collateral: bags, t-shirts, pants, etc.

GIF Animation

Before I started with Task 2B, we were told to create a GIF animation for our chosen artwork (the logo) beforehand. So, I will be doing that first. The animation I am thinking of doing for my logo is simple movements of the tail, whiskers and ears. Similar to the GIF I have shown below.

Reference

via GIPHY

Progress

Result

Expansion of Key Artwork Identity

To start with, I began expanding my key artwork identity. I tried a variety of ways of expanding my key artworks, and here is what I came up with.

Fig. 6.19 Expansion 1

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Fig. 6.20 Expansion 2

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Fig. 6.21 Expansion 3

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I would say "Expansion 2" is by far the best one that I would use on my collateral. But it wasn't enough. I spent a bit of time thinking about what I should do, and I finally decided to use a slogan with the critical artwork. My artwork spelt "Mochi"; therefore, the slogan would somehow relate and match the name. Here are a few slogans I have come up with:

1. "Wear Mochi, Love Mochi, Be Mochi"

2. "Discover Your Mochi Moment"

3. "Chic and Sleek with Mochi This Week!"

4. "From Head to Tochi, It's All About Mochi!"

The second option is the best for me. With the slogan, "Discover Your Mochi Moment", I am able to come up with ways to write it down.

1. "Discover Mochi"

2. "Your Mochi"

3. "Mochi Moment"

And many more ways to come. I expanded my key artwork a bit more with the new slogan I came up with.

Fig. 6.22 Expansion 4

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Fig. 6.23 Expansion 5

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Fig. 6.24 Expansion 6

8th October 2023

Collaterals Design

Progressing on, it's time to make some collaterals design. I am making a few of these. Starting with a T-shirt. Then I will be doing pants, hoodies, beanies, and so on. For each of the collaterals, there will be research, progress and final results. I am using Maroon, Yellow, White and Black for the collaterals.

1. T-shirt

Research

Fig. 6.25 T-shirt References

8th October 2023

Progress

With the pictures shown above as reference. I have created two types of T-shirts and two colour ways for it.

Fig. 6.26 T-shirt Designs (Process)

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Along the way of the progress, I have actually heat printed out "T-shirt Design 2", and here are the results of it.

Fig. 6.27 Heat Printed T-Shirt (Front & Back)

Colour used: Black & White

8th October 2023

2. Hoodie

Research

Fig. 6.28 Hoodie References

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Progress

There wasn't much I could think of and do for a hoodie, but in the end, I came up with one design and two colour ways.

Fig. 6.29 Hoodie Designs (Process)

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3. Beanie

Research

Fig. 6.30 Beanie References

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Progress

Using the references I have taken above. I design a beanie of my own in multiple ways. And I managed to create a total of three designs with two colour ways.

Fig. 6.31 Beanie Designs (Process)

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I didn't like my hoodie collateral. Therefore, I am making another two pieces of collateral to make up for it. I will be doing a Tote Bag and pants this time.

4. Tote Bag

Research

Fig. 6.32 Tote Bag References

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Progress

I came up with three designs for the Tote Bag. There are at least three to five colour ways used for these designs.

Fig. 6.33 Tote Designs (Process)

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5. Pants

Research

Fig. 6.34 Pants References

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Progress

I created two designs, and these had about two to three colourways.

Fig. 6.35 Pants Designs (Process)

8th October 2023

Finalise

Below is the finalised expansion of artwork and collaterals that I will be using for the IG handle.

PNG/JPEG

Fig. 6.36 Finalised Expansion Of Artwork

Colours used: Maroon & Yellow

8th October 2023

Fig. 6.37 Finalised T-shirt Design

Colours used: Yellow & Black

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Fig. 6.38 Finalised Pants Design

Colours used: Maroon & Black

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Fig. 6.39 Finalised Beanie Design

Colours used: Maroon, Black & Yellow

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Fig. 6.40 Finalised Tote Bag Design

Colours used: Maroon & Black

8th October 2023

PDF

IG Handle

As for the final step, that was to create an IG handle. I have created an IG handle by the name of @yourmochiworld. With the slogan, "Discover your Mochi moment".

Screenshot

Fig. 6.41 IG Design Layout

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Fig. 6.42 QR Code To IG

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Link to IG: https://instagram.com/yourmochiworld?igshid=OGQ5ZDc2ODk2ZA%3D%3D&utm_source=qr

JPEG

Fig. 6.43 Full View Of IG Design Layout

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PDF

FINAL SUBMISSIONS

1. Key Artwork

Fig. 6.44 Mochi Logo

Black & White

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Fig. 6.45 Mochi Logo

Primary Colour

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Fig. 6.46 Mochi Logo

Lightest Colour

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2. Key Artwork Animation

3. Final KA

Fig. 6.47 Colour Palette

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Fig. 6.48 Collateral 1: Beanie

Colours used: Maroon, Yellow & Black

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Fig. 6.49 Collateral 2: T-Shirt

Colours used: Yellow & Black

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Fig. 6.50 Collateral 3: Tote Bag

Colours used: Maroon & Black

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4. IG Handle and Link

IG: @yourmochiworld

Link: https://instagram.com/yourmochiworld?igshid=OGQ5ZDc2ODk2ZA%3D%3D&utm_source=qr

5. Screenshot of IG page and tiles

Fig. 6.51 IG Design Layout

8th October 2023

FEEDBACKS

Week 4 & 5 / Feedback 4-5

Absent

Week 6 / Feedback 6

General Feedback:

Expanding identity (no copy-pasting), such as rearranging your design and making multiple designs.

Specific Feedback:

Don't make it into a food product; it has to be your product.

Week 7 / Feedback 7

Absent.

REFLECTIONS

Task 2A & B: Key Artwork & Collateral

I found creating the artwork and collaterals for my brand to be an interesting and educationally stimulating experience. My love for Mochi snacks and my pet, Mochi, served as the initial source of inspiration. I started this journey by drawing several interpretations of the term "Mochi," trying to convey the spirit of my cat as well as the delicious treat. Even though these early sketches were smart, my friends' criticism highlighted the subjective design and the range of viewpoints it represents.

A significant turning point in my process was going digital with Adobe Illustrator, which allowed me to carefully edit my work without compromising its essence. The choice of a suitable colour scheme became apparent as a critical element, significantly impacting the visual identity of my brand. By connecting the visual components with my brand's ethos, incorporating a memorable slogan gave the design depth and narrative.

I've gained an appreciation for perseverance and flexibility via this creative process, realising that preliminary sketches are just a means to an end. The creative process was enhanced by collaborative input, which provided a range of perspectives and improved the final product. By using digital tools, I could be more precise and flexible while still maintaining the brand identity of my artwork. The careful selection of the ideal colour scheme was essential in creating the visual identity of my brand. A poignant slogan connected the visual components to the brand's core, giving it depth and narrative.

In conclusion, this journey was a well-balanced combination of ingenuity, teamwork, and fidelity to the sources of inspiration—mocha and mochi snacks. It reaffirmed the complex and diverse character of design and promoted an all-encompassing strategy for building a memorable brand identity.

FURTHER READING

Below is a list of books I have read throughout the assignment (not all but parts of it). So I have summarised what each book contains.

Key Artwork & Collateral

Within graphic design, Rob Carter's 2015 book "Typographic Design: Form and Communication" is a priceless tool for comprehending the crucial functions of important artwork and supporting materials. According to the book, key artwork is the primary visual component that captures the spirit and central message of a design or marketing initiative. It serves as the visual centrepiece, grabbing the audience's attention right once and defining the identity of the brand or the central message of the campaign. The book emphasises how crucial it is to carefully create important artwork so that it fits into the larger marketing strategy and effectively connects with the target audience (Carter, 2015). The book also discusses collateral materials and digital or printed assets that complement and support the primary marketing message. These items, which include business cards, flyers, posters, and brochures, are intended to give the audience additional details, context, or information. Finally, the book affirms how important it is to keep collateral materials visually consistent by matching their colour schemes, typography, and branding components to the main artwork. As suggested by Carter (2015), important artwork and supporting materials work in unison to produce a thorough and captivating visual story that advances audience engagement, product understanding, and brand promotion—all of which ultimately lead to the intended reaction from the target audience.

Fig. 6.70 Further Reading 4

8th October 2023

Sources

Key Artwork & Collateral:

Carter, R. (2015). Typographic Design: Form and Communication. 6th Edition

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Emran Tarek Sayed (0346648)

Advance Typography // Task 2A & B: Key Artwork & Collateral

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