Advanced Typography: Task 2 Key Artwork & Collateral
20/05/2025 - 17/06/2025 / Week 5 - Week 9
Ye YingYing /
0364398
Advanced Typography / Bachelor of Design (Hons) in Creative
Media / Taylor's University
Task 2 (B) / Collateral (20%)
TABLE OF CONTENTS
All Lecture Notes:
View Here
INSTRUCTION
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TASK 2
- Part A - Key Artwork-
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| Fig. 1.1 - Mind Map [18/05/2025 - Week4] |
Mood Board
After finishing the mind map, I began doing visual research to find styles
that I like, then organised them into a mood board. This helped me better
understand the direction I want to go. From the mood board, I extracted a
few style keywords such as elegant, organic, flowy, motif, and friendly to
guide my wordmark design.
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Idea Exploration
Based on the keywords from my mood board, I drew 8 sketches to explore
different wordmark ideas. I wanted the design to feel more botanical,
inspired by elements like flowers, leaves, and stems. This is because my
Chinese name is 叶瀅瀅, and my family name “ 叶 ” means leaf. To me, a leaf shows freedom and natural flow, so I tried to bring that
feeling into some of the sketches by making the letterforms more flowy and
organic.
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Mr. Vinod suggested that the bottom left idea was more worth developing than the other attempts. However, he reminded me to maintain consistency in stroke weight and angles across the design for a cleaner and more polished version.
Animation Progress
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Wordmark Refinement
Following Mr. Vinod’s instructions, I refined my wordmark design in Adobe Illustrator. I focused on creating a more consistent stroke weight and made sure each stroke was properly aligned to the guidelines. I also used an oval shape as a guide to keep the overall composition balanced and ensure that the wordmark fits within the shape.
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Colour Scheme
I searched on Pinterest for colour scheme inspiration, focusing on natural and nude tones with a soft, organic, and moody feel. I looked at visuals of trees, flowers, and fruits to capture a more nature-inspired atmosphere. And I decided to use orange as the highlight colour to bring a sense of warmth and energy to the wordmark.
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For the animation, I used the letter "Y" as the main element. I imagined it as a stem or like a plant or tree slowly sprouting upwards, so I designed the animation to give a growing effect.
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I created each frame one by one in Illustrator, then imported them into Photoshop to complete the animation using the timeline.
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- Final Outcome - Key Artwork-
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| Fig.2.2 - Black wordmark on white background [02/06/2025 - Week7] |
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| Fig.2.3 - White wordmark on black background [02/06/2025 - Week7] |
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| Fig.2.5 - Lightest colour wordmark on darkest colour background [02/06/2025 - Week7] |
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Fig. 2.7 - Final Task2_Part A Compilation PDF [02/06/2025 - Week 7]
- Part B - Collateral-
Design Expansion
I extracted elements from my wordmark to create various design expansions:- I used the letter "g", combining four of them to form a flower-like motif.
- I used the letter "y" as the main theme and created a plant-like graphic.
- I took the ending stroke of the letter "y" and extracted a small leaf-like element from it.
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For the pattern expansion:
Design 1: uses two leaf elements combined together.
Design 2: connects multiple "y" letters to create a flowy pattern.
Design 1: uses two leaf elements combined together.
Design 2: connects multiple "y" letters to create a flowy pattern.
After finalizing the expansion above, I explored different colour combinations to see how they work.
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Collateral Mockups
Mockups Tool (website): https://mrmockup.com/free-mockups/
- A packaging zip bag, inspired by tea products.
- Two bottle designs, more towards skincare or haircare products, matching the clean and green aesthetic.
- A cosmetic gift box, designed to feel elegant yet natural, aligning with the overall botanical concept of the brand.
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- Final Outcome - Collateral-
Instagram Layout
My IG account page: Click here to view
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| Fig. 4.2 - Collateral #1 [17/06/2025 - Week 9] |
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| Fig. 4.3 - Collateral #2 [17/06/2025 - Week 9] |
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| Fig. 4.4 - Collateral #3 [17/06/2025 - Week 9] |
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| Fig. 4.6 - Design Expansion #2 [16/06/2025 - Week 9] |
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| Fig. 4.7 - Design Expansion #3 [16/06/2025 - Week 9] |
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| Fig. 4.10 - Final Task 2_Part B Collateral Compilation PDF [17/06/2025 - Week 9] |
FEEDBACK
General Feedback :
Mr. Vinod reminded us that the wordmark should be finalized by next week. We also need to define our color scheme and pattern. He emphasized that the color palette should include a balance of dark, mid-tone, light, and bright colors, and the wordmark must convey a strong visual identity.
Specific Feedback :
I had only completed the mind map and was still working on the mood board this week.
- WEEK 6 -
General Feedback :
This week was conducted online. We were instructed to begin planning our Instagram page layout and design, and to produce at least three collaterals that align with our brand direction.
Specific Feedback :
Mr. Vinod said my last idea was more worth developing further compared to the other attempt. However, he reminded me to maintain consistency in stroke weight and angles across the design. He suggested refining a cleaner and more polished version.
- WEEK 7 -
General Feedback :
Mr. Vinod emphasized that both the Instagram page and the promotional collaterals must reflect creativity and clearly communicate our brand identity and concept.
Specific Feedback :
I continued developing my wordmark expansion. Mr. Vinod advised that the collaterals should feature the full wordmark, not just partial or symbolic elements.
General Feedback :
This week was conducted online. We were instructed to begin planning our Instagram page layout and design, and to produce at least three collaterals that align with our brand direction.
Specific Feedback :
Mr. Vinod said my last idea was more worth developing further compared to the other attempt. However, he reminded me to maintain consistency in stroke weight and angles across the design. He suggested refining a cleaner and more polished version.
- WEEK 7 -
General Feedback :
Mr. Vinod emphasized that both the Instagram page and the promotional collaterals must reflect creativity and clearly communicate our brand identity and concept.
Specific Feedback :
I continued developing my wordmark expansion. Mr. Vinod advised that the collaterals should feature the full wordmark, not just partial or symbolic elements.
- WEEK 8 -
Absent
I was finishing up the animation and working on the Instagram page.
Absent
I was finishing up the animation and working on the Instagram page.
- WEEK 9 -
Task Submission
Task Submission
REFLECTION
Experiences
Throughout this task, I learned how to use wordmark design to express myself. Starting from the mind map about myself to sketching, refining, and expanding the wordmark, it was a new but exciting process. I enjoyed exploring how one simple wordmark or design could grow into something much more meaningful that reflects one's style and identity.
Observation
I noticed that even small details in a wordmark, like stroke weight, angles, and spacing, can affect the whole visual. Consistency and clarity are really important in design. I also observed that using visual elements, like color and shape, can really help promote an idea or brand message more clearly.
Findings
Through this project, I found that a wordmark can act as a visual voice that represents who I am. I learned how to promote a concept through visual elements, and how one small design can grow into collaterals, patterns, and even animations. This task taught me that even a simple design, if well thought out, has the potential to expand into a complete and meaningful visual concept.
Throughout this task, I learned how to use wordmark design to express myself. Starting from the mind map about myself to sketching, refining, and expanding the wordmark, it was a new but exciting process. I enjoyed exploring how one simple wordmark or design could grow into something much more meaningful that reflects one's style and identity.
Observation
I noticed that even small details in a wordmark, like stroke weight, angles, and spacing, can affect the whole visual. Consistency and clarity are really important in design. I also observed that using visual elements, like color and shape, can really help promote an idea or brand message more clearly.
Findings
Through this project, I found that a wordmark can act as a visual voice that represents who I am. I learned how to promote a concept through visual elements, and how one small design can grow into collaterals, patterns, and even animations. This task taught me that even a simple design, if well thought out, has the potential to expand into a complete and meaningful visual concept.
FURTHER READING
To better understand wordmark design for Task 2, I read an article, “Wordmark Logo Design: A Beginner’s Guide” by Kaejon, a freelance brand designer with over 10 years of experience. The article helped me gain a clearer foundation and guided me on how to design a wordmark that can effectively reflect the brand and communicate its message.
Key Notes
A wordmark is most effective for brands with short, distinct names, especially one-word names. It’s also ideal when the logo needs to be easily applied across different platforms or backgrounds. Compared to symbol-based logos, wordmarks rely entirely on typography, color, and subtle design elements to make an impact, which can be a challenge, but also offers strong branding potential if done right.
Tips to Make a Wordmark Stand Out:
Use a Character Feature: A slight twist in one letter (like the swoosh in the “C” of Casper or the bold “A” in Braun) can make a wordmark more memorable. However, it should come with a purpose, either reinforcing brand identity or used consistently as a monogram.
A wordmark is most effective for brands with short, distinct names, especially one-word names. It’s also ideal when the logo needs to be easily applied across different platforms or backgrounds. Compared to symbol-based logos, wordmarks rely entirely on typography, color, and subtle design elements to make an impact, which can be a challenge, but also offers strong branding potential if done right.
Tips to Make a Wordmark Stand Out:
Use a Character Feature: A slight twist in one letter (like the swoosh in the “C” of Casper or the bold “A” in Braun) can make a wordmark more memorable. However, it should come with a purpose, either reinforcing brand identity or used consistently as a monogram.
Communicate with Color: Color is powerful in wordmark design. Use
of distinct colors or highlighting one letter can create visual
interest.
Balance Simplicity and Identity: A minimalist approach often works
best, but it’s important not to lose brand recognition. Wordmarks should
be simple but still express personality and be instantly recognizable.
Things to Avoid:
Over-designing: Avoid using overly decorative fonts or too many design elements. Keep it simple and clean.
Losing Clarity: Always prioritize legibility, especially since wordmarks rely on text alone.
Looking Generic: Even with simplicity, a wordmark should still be unique and reflective of the brand's character.
Things to Avoid:
Over-designing: Avoid using overly decorative fonts or too many design elements. Keep it simple and clean.
Losing Clarity: Always prioritize legibility, especially since wordmarks rely on text alone.
Looking Generic: Even with simplicity, a wordmark should still be unique and reflective of the brand's character.
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