Advanced Typography - Task 2: Wordmark and Collateral

19/5/2026 - 16/6/2026 (Week 5-Week 9)

Zhao Jie,0387076

Advanced Typography Task 2: Wordmark and Collateral

Table of Contents

• 1. Instructions
• 2. Lecture
• 3. Process Work
• 4. Final Outcome
• 5. Feedback
• 6. Reflection
• 7. Further Reading

1. Instructions

1.1 Module Information

1.2 Module Assignment Briefs

1.3 Rules and Advice

2. Lecture

AdTypo_5: Perception and Organisation

This lecture focused on Perception and Organisation in design. Mr.Vinod explained how designers can use visual principles to help viewers understand information more easily. The main topics included Contrast, Hierarchy, and Gestalt Principles.

Cotrastn

Mr.Vinod introduced the importance of contrast in layout design. Contrast helps viewers separate different levels of information and creates a clear reading order. It can be created through size, weight, colour, direction, texture, and shape. Mr.Vinod emphasized that contrast should support communication and improve clarity.

Hierarchy

Hierarchy is used to organise information based on importance. Designers can guide viewers by adjusting font size, weight, colour, and placement. Mr.Vinod added that hierarchy should be based on the content, and small adjustments are often enough to create a clear reading flow.

Gestalt Psychology

Mr.Vinod introduced the application of Gestalt Psychology in design. Mr.Vinod explained that people naturally organise separate visual elements into meaningful groups. Designers can use these principles to improve readability and visual organisation.
Similarity: When elements share similar colours, shapes, or sizes, people tend to see them as part of the same group. This principle helps designers organise information and create visual order.

Proximity: Elements placed close together are often seen as related. Mr.Vinod showed several examples demonstrating how spacing alone can communicate relationships between information.

Closure: People can mentally complete an image even when part of it is missing. Mr.Vinod used examples such as the WWF panda logo to show how viewers actively participate in visual interpretation.

Continuation: People naturally follow existing directions and visual paths. Designers can use lines, alignment, and composition to guide the viewer’s eye through a layout.

Symmetry: Symmetrical elements are usually perceived as a single unit. Symmetry also creates a feeling of stability and balance. This principle is commonly used in logos and layout design.

Simplicity: People generally prefer the simplest interpretation of visual information. Mr.Vinod emphasized that clear and simple designs are often easier to understand and remember.

Figure 1.1 Carl Cair's 7 Typographical Contrast

Figure 1.2 Typographical contrast devised by Rudi Ruegg

3.Process Work

Task 2(A) Key Artwork

For this task,I selected my online name, “Rinn”, as the subject of this project. At the beginning of the project, I created an initial mood board. I explored different keywords related to the name and collected several design references that I found visually interesting. These references helped me start thinking about possible directions for my wordmark design and establish an initial visual direction for the project.

Figure 3.1 Initial Mood Board

During the feedback session, Mr. Vinod pointed out that my mood board did not contain enough research and visual references. He also mentioned that it did not clearly communicate my personal style. In addition, he advised me to narrow down my keywords to only two or three strong concepts for the final design. Based on this feedback, I created two new mood boards. One focused on my personal visual style and colour exploration, while the other focused on design references and case studies that could guide the development of my wordmark. By analysing these references, I was able to better understand the visual direction I wanted to achieve.

Figure 3.2 Personal Mood Board

Figure 3.3 Reference Mood Board

After further exploration, I finalised three keywords for the project: calm, fluidity, and ocean. 

These keywords became the foundation of my design direction. Based on them, I sketched nine different concepts to explore various possibilities. Unfortunately, I missed one week of class due to illness, so I needed to work harder to catch up with the project schedule. From the nine sketches, I selected two designs that I felt had the most potential and developed them further with colour explorations and presentation mock-ups.

Figure 3.4 sketches

Figure 3.5 Initial Key Artwork Designs

After reviewing my work, Mr. Vinod selected the second design as the direction for further development. He commented that my colour palette relied too heavily on similar colours and suggested introducing contrasting colours to create stronger visual impact. He also pointed out that the letterforms lacked consistency. For example, the vertical strokes should share similar characteristics and visual language. Based on this feedback, I refined the shapes of the letters, adjusted the colour palette, and redesigned the presentation mock-ups. This revised version was successfully approved by Mr. Vinod.

Figure 3.6 Wordmark Refinement Process

Figure 3.7 Final Wordmark Mock-ups

After completing the wordmark design, I moved on to creating a wordmark animation. I chose Adobe After Effects for this stage. I first created a wave texture and then used an Alpha Matte to reveal the texture only within the letterforms. To strengthen the connection with the ocean theme, I added animated water ripple effects on top of the typography. This helped create a more dynamic and fluid visual experience.

Figure 3.8 Animation Development Process 1

Figure 3.9 Animation Development Process 2

Figure 3.10 Animation Development Process 3

Figure 3.11 Final Wordmark Animation

Task 2(B) Key Artwork & Collateral

After completing the animation, I began expanding the key artwork into a wider visual system. I created a series of poster concepts in Procreate and used AI-generated mock-ups to visualise potential product applications. This allowed me to explore how the wordmark could function across different contexts and media.

Figure 3.12 Posters and Product Mock-ups

In addition, Mr. Vinod asked us to take a black-and-white self-portrait and place our key artwork (wordmark) on it artistically. Therefore, I used Procreate to combine my wordmark with the flow of my hair in the self-portrait. I aimed to create a visual that feels smooth, natural, and expressive, while also reflecting my personal identity and style.

Figure 3.13 wordmark on self portrait

Finally, I planned the Instagram presentation for the project. To simulate a real brand presentation, I created a new Instagram account specifically for this design project. I selected the posters and product mock-ups that I felt were the strongest and arranged them into a consistent feed layout. This helped create a more complete visual identity while demonstrating how the project could be presented on social media platforms.

Figure 3.14 Instagram Profile Layout

4.Final Outcome

Task 2(A) Key Artwork

Figure 4.1 Black wordmark on white background

Figure 4.2 White wordmark on black background

Figure 4.3 Colour palette

Figure 4.4 Wordmark in actual colours on lightest shade of colour palette

Figure 4.5 Wordmark in lightest shade of colour palette on darkest shade of colour palette

Figure 4.6 Final Wordmark Animation

Task 2(A) Key Artwork PDF:

Task 2(B) Key Artwork & Collateral

Figure 4.7 Final Collateral Color Palette

Figure 4.8 Final Collateral Pattern #1

Figure 4.9 Final Collateral Pattern #2

Figure 4.10 Final Collateral Pattern #3

Figure 4.11 Final Collateral Pattern #4

Figure 4.12 Final Collateral Logo

Figure 4.13 wordmark on self portrait

Figure 4.14 Final Collateral #1

Figure 4.15 Final Collateral #2

Figure 4.16 Final IG Posts Screenshot

Task 2(B) Key Artwork & Collateral PDF:

5.Feedback

Week 5

General Feedback:
Mr. Vinod said that we should look through more good design examples before starting the actual design process. He also showed us many strong mood boards created by previous students. He emphasized that abbreviations are not recommended for our wordmark design. We should choose a name that can be read and pronounced properly. He also advised us to avoid adding too many decorative elements to the wordmark, especially stars, because too many students had used them before.

Specific Feedback:
Mr. Vinod commented that my mood board was too simple. He said I should continue collecting and studying more excellent wordmark designs, so I can further explore the visual style I want to present.


Week 6

I was absent this week because I was sick, so unfortunately I did not receive feedback.


Week 7

General Feedback:
This class was conducted online. Mr. Vinod checked our Task 2A progress one by one through a Zoom meeting. He pointed out that most of our colour palettes were too limited and lacked contrasting colours, so he suggested that we rethink our colour choices.


Specific Feedback:
Mr. Vinod selected one of my two wordmark designs as the direction for further development. He asked me to refine the letter shapes and make them more unified and harmonious, such as keeping all vertical strokes consistent. He also pointed out that my colour palette lacked contrast.


Week 8

General Feedback:
This class was also conducted online, and Mr. Vinod continued checking our progress. During the feedback session, he pointed out that our key artwork should clearly communicate our brand concept to the audience. The colour palette should include all main colours used in the design. He also mentioned that the personal photo should look more professional and designer-like. In addition, he asked us to prepare a slideshow about our Task 3 ideas before the next class.

Specific Feedback:
Mr. Vinod approved my revised wordmark and colour palette, so I could move on to the poster and product design stage.


Week 9

General Feedback:
In the first half of the class, Mr. Vinod checked our Task 2 progress. In the second half, he reviewed each student’s Task 3 idea presentation and explained the Task 3 requirements. He hoped that we could complete the type design realistically within the limited time, carefully evaluate our own abilities, and manage our time properly.

Specific Feedback:
Mr. Vinod approved my wordmark animation and posters, so I finally completed my Task 2. For Task 3, he chose my second idea from the three directions. This means I will continue developing the typeface from Task 2, because I already have a clearer understanding of how this typeface should be designed.

6.Reflection

Experience

This project involved several rounds of development, feedback, and refinement. The visual direction became clearer after multiple mood board revisions and sketch explorations. I missing one week of class due to illness created some pressure, so a large amount of work had to be completed within a shorter period of time. Alongside the wordmark design, I also explored animation, posters, product mock-ups, and social media applications, which helped expand the project into a more complete visual identity.

Observations

Many of the strongest improvements came from the feedback sessions. The comments about colour contrast, consistency of letterforms, and the overall presentation pushed the design forward. The difference between the first and final versions became much more noticeable after comparing them side by side. Research also had a strong influence on the outcome. A larger collection of references made it easier to identify visual directions and make design decisions with more confidence.

Findings

The final outcome was shaped through continuous testing and adjustment. Small details such as stroke consistency, colour relationships, and layout presentation had a significant effect on the overall quality of the work. The project also showed how a single wordmark can be extended into animation, posters, products, and social media content while maintaining a consistent visual language. This process provided valuable experience in developing a design system rather than focusing on a single artwork.

7.Further Reading

Typographic Systems by Kimberly Elam

When you put text on a page, it needs to look good and help people understand the information in a logical way. Typographic Systems is all about understanding how typography works through simple, organized frameworks. It shows how the structure of text affects how well people can understand the message, and how different systems can be used to organize content in a way that makes sense. By using these systems, you can make your text more visually appealing and easier to follow, which is really important for getting your message across.

I found this book to be really helpful in understanding the different typographic systems. Mr. Vinod had already explained these systems in his YouTube lectures, but reading about them in the book was like a useful review. The systems he talks about are axial, radial, dilatational, random, grid, modular, transitional, and bilateral. What's interesting is that each system has its own way of organizing information and creating visual relationships. The book is full of examples from professional designers, which makes it easier to understand and apply these concepts. It also shows that there are many ways to layout a design, and it encourages designers to think beyond the traditional grid system. This is really important because it helps designers to be more creative and to come up with new ideas. By looking at all these different systems and examples, designers can get a better sense of how to organize information in a way that's clear and easy to understand. Overall, the book is a great resource for anyone who wants to learn more about typographic systems and how to use them effectively in their designs.

I really got a lot out of this book - it helped me understand how typography works and how design is structured. The examples were great because they showed me how the ideas I was learning could be used in real-life situations. This made it easier for me to remember the concepts and apply them to my own work. As someone studying design, I found the book to be really practical and helpful.