ADVANCED TYPOGRAPHY - PROJECT 1A
Rifath Ali (0335738)
Advanced Typography
Project 1A
Project 1A: Key Artwork
Week 05 – 23/09/2020
We were tasked with creating a Key Artwork for the title of our choice from the first exercise. It was encouraged to rely mostly on type expression rather than use of imagery. We were allowed to make use of graphic shapes and colors of our choice. We were advised to keep in mind that the final artwork will be used for our Project 1B, Collateral Design.
As I had already chosen the title “Russian Constructivism and Graphic Design” I started off by doing some research on the subject as recommended by Mr. Vinod. The following are my findings.
Once I had a better understanding of what Russian Constructivism was about, I came up with couple of concepts. As the movement is relevant to industrialization, this was my initial concept. I envisioned a wheel/gear for this design. We were instructed to work on our key artwork in black and white first, and then add color to it. I used the dilatational system for this design.
My second design was based on the idea of construction/development. To portray this, I visualized a room/hallway and aligned the text perceptively. I also wanted it to represent an enclosure as a way of portraying secrecy and withheld information.
The third design also was focused on construction. The main element of this design is the typeface is used as it depicts 3D letters.
I really liked the way I was able to place the overlapping “S”s. So I tried out a couple more variations of the design.
Week 06 – 30/09/2020
Before proceeding any further, I
showed my designs to Mr. Vinod for his feedback. It was pointed out that the
angle of the text in Design 03 need to be improved as it looked odd. Design 01
was workable and Design 02 looked interesting and I was told I can work with it
as well.
As I preferred Design 03 more, I
decided to try to correct the angle of text. However, no matter how hard I
tried, it was unsuccessful.
After discussing with Mr. Vinod,
I decided to drop Design 03 and go with Design 02. While I was about to
finalize the design, I noticed something odd in the perspective of the text in
the design.
Final Submissions for Project 1A
General Feedback: Make sure all the files on e-portfolio are visible public. Don’t use a background for key artworks. When doing a key artwork for the first time, it needs to work in black and white. If it does not work in black and white it will not work in color. Avoid using the face of a person as it can be a misinterpretation of the purpose of the design.
Specific Feedback: Research on what’s the principle underpinning Russian constructivism.
Week 06 – 30/09/2020
General Feedback:
Specific Feedback: For design 4, the angle of the text needs to be improved. The 2nd design, it looks workable. The third design looks interesting and can work with it too.
Week 06 – 30/09/2020
Experience: You need to work with
several ideas to design a final key artwork. Sometimes the simplest ideas are
the best ones. Over complicating things does not make it any better.
Observations: There is difference
between observing what we see in a poster or key artwork and understanding what
it represents. Just because a key artwork has the same elements as another does
not mean that they both are represent the same style of design.
Findings: Doing research before coming up with a design should not be underestimated. A lot more can be learned from the existing sources. And having multiple references makes the artwork stronger.
FURTHER READING
Week 06 – 30/09/2020
Typographic Design: Form &
Communication, by Rob Carter, Philip B. Meggs, Ben Day, Sandra Maxa, Mark
Sanders
Case Study – Integrating Type
& Image in Poster Design (Page 172 – Page 175)
The first case study in this
chapter looks into posters designed by Jean-Benoît Lévy. He is known to
collaborate with photographers and approach their images as three-dimensional
fields whose space is activated and extended by type.
The case study strongly talked
about the different characteristics of his poster designs such as the use of
shapes and imagery as a part of symbolism and reference to a subject. Meanwhile
he uses repetition to convey energy and motion, the contrasting colors used
represents elements of nature. The alignment of type to the shapes on the
poster allows to create unity among the two elements.
It also talks about how the type
is blended into the poster based on the look and feel of the image. Where an
obvious horizontal and vertical patterns of window blinds can be used as
structures for placement of type. While color was used to create contrast in
one poster, in others it was used to create harmony.
After going through this case
study, I was able to see areas that I could have improved in previous exercises.
It also allowed me to understand some of the feedback I received from Mr. Vinod
regarding blending in the type into the background of the image in a way it represents
the look and feel of the photograph.
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