Advanced Typography - Task 2: Wordmark and Collateral
13.5.2026 - 22.6.2026 (Week 4 - Week 10)
Cheyenne Liew Khye Yean / 0378330
Task 2: Wordmark and Collateral
Task 2: Wordmark and Collateral
Advanced Typography / Bachelor of Design (Hons) Creative Media
TABLE OF CONTENTS
3.1 Research
3.2 Ideation
3.3 Final Outcome
1. LECTURES
Week 5: Perception & Organisation
What is perception?
- The way in which something is regarded, understood, or interpreted
- (In typography) deals with the visual navigation and interpretation of the reader via contrast, form, and organisation of the content (textual/visual/graphical/colour)
Contrast
Figure 1.1.1 Rudi Reugg's Contrast Examples, Week 5 (22/5/2026)
Carl Dair's Contrast Explanations
Figure 1.1.2 Carl Dair's Contrast Examples, Week 5 (22/5/2026)
- SIZE: provides a point to which the reader's attention is drawn
- WEIGHT: describes how bold type can stand out in the middle of lighter type of the same style
- FORM: the distinction between a capital letter and its lowercase/roman/italic/condensed/expanded versions
- STRUCTURE: different letterforms of different kinds of typefaces (e.g. monoline sans serif + traditional serif, italic + blackletter)
- TEXTURE: refers to the way the lines of type look as a whole up close and from a distance
- DIRECTION: the opposition between vertical and horizontal, and the angles in between
- COLOUR: the second colour is often less emphatic in values than plain black on white
Form
Figure 1.1.3 Form Examples, Week 5 (22/5/2026)
- The interplay of meaning and form brings a balanced harmony to both the function and expression
- When a typeface is seen as a form, it no lomger reads as a letter because it has been manipulated by distortion, texture, enlargement, and has been extruded into a space.
Gestalt Theory
Figure 1.1.4 Gestalt Principles of Grouping, Week 5 (22/5/2026)
- Emphasises that the whole of anything is greater than its parts
- LAW OF SIMILARITY: states that elements that are similar to each other tend to be perceived as a unified group
- LAW OF PROXIMITY: states elements that are close together tend to be perceived as one unified group, whereas items further apart are less likely to be grouped together
- LAW OF CLOSURE: refers to the mind's tendency to see complete figures or forms even if a picture is incomplete
- LAW OF CONTINUATION: humans tend to perceive each of two or more objects as different, singular, and uninterrupted object even when they interact
- LAW OF SYMMETRY: claims that people perceive symmetrical visual elements as a unified collective (source: pageflows.com)
- LAW OF SIMPLICITY (PRAGNANZ): states that we automatically perceive and interpret ambiguous or complex images in the simplest possible way (source: pageflows.com)
2. INSTRUCTIONS
Figure 2.1 Module Assignment Briefs
Task 2: Wordmark and Collateral
- Create a mindmap of who you are or who you want to be, identify keywords, and make a moodboard.
- Based on the keywords, design a wordmark of your name or a pseudonym (minimum 4-5 characters.
- Once the wordmark is approved, expand on it to create a visual identity (collateral).
3. PROCESS WORK
3.1 Research
Figure 3.1.1 Mindmap, Week 5 (18/5/2026)
Figure 3.1.2 Inspiration Moodboard, Week 5 (18/5/2026)
I started by making my mindmap and moodboard. From my mindmap, I took the
words bold, gritty, and playful as my keywords, which I then used
to look for (most of) the inspiration pictures in my moodboard.
In class, Mr. Vinod mentioned the need for a look and feel moodboard,
which I did not have. He also commented that some of the inspiration
pictures were unreadable. So, using the feedback, I improved the
inspiration moodboard and also added a new look and feel moodboard.
Figure 3.1.3 New Inspiration Moodboard, Week 5 (21/5/2026)
Figure 3.1.4 Look and Feel Moodboard, Week 5 (21/5/2026)
3.2 Ideation
(i) Task 2A Key Artwork
Figure 3.2.1 Sketch Attempt #1, Week 5 (19/5/2026)
Above are my first sketch attempts. Honestly, I wasn't really thinking about
the keywords when sketching these as I made them in a rush, however I did
end up really liking the one on the top left. After some advice given in
class during the feedback session, I decided to sketch even more ideas as I
felt some of these were too decorative/curly to be proper wordmarks.
Figure 3.2.2 New Sketches, Week 6 (24/5/2026)
When sketching my new ideas, most of them followed the same composition as the one I liked in Figure 3.2.1. I didn't exactly like designs where it was just my name in a line because I felt it looked too long. I ended up with a few sketches I liked, which I developed further until I was satisfied.
Figure 3.2.3 Sketch Development Process, Week 6 (26/5/2026)
Figure 3.2.4 Process, Week 6 (29/5/2026)
After I finalised my sketch, I moved directly into digitising. I
used the pen tool for the whole wordmark with the star shapes at the
end of each letter being made with the shape tool. This part took a
lot of trial and error, so I didn't take many process screenshots,
but one thing I did to maintain consistency was extract the top
pointy part of the e and applied to to every other letter with the
same point.
Figure 3.2.5 Failed Width Adjustment Attempt, Week 6 (30/5/2026)
Figure 3.2.6 Corner Rounding Process, Week 6 (30/5/2026)
Besides that, I also rounded out the sharp corners of the edges in each
letter. Certain letters were built in 2 parts, so I had to round them
out manually using the pen tool.
Figure 3.2.7 Roughen Edges Process, Week 6 (30/5/2026)
Figure 3.2.8 Wordmark Legibility Test, Week 6 (30/5/2026)
Figure 3.2.9 Colour Selection Process, Week 7 (31/5/2026)
Once I was done with the wordmark, I immediately started looking for a colour palette as I was already behind on time. I looked through ColourHunt as well as Pinterest and ended up with the results above. I picked the 4th on the left side as my first colour palette but did some extra tweaking so all the colours can sit on each other.
Figure 3.2.10 First Colour Palette, Week 7 (2/6/2026)
Figure 3.2.11 New Colour Palette, Week 7 (3/6/2026)
Figure 3.2.12 Animation Process, Week 9 (19/6/2026)
After everything was approved, I moved on to the animation. I separated all the layers in Illustrator before importing it into After Effects. I felt like there was not much to do with my wordmark so I kept it pretty simple with a handwriting-like reveal. To further emphasise the rough edges, I added a shifting roughen edges effects to all the strokes.
Figure 3.2.13 Wordmark Animation Attempt #1, Week 9 (19/6/2026)
Figure 3.2.14 Final Wordmark Animation, Week 9 (19/6/2026)
(ii) Task 2B Collateral
Figure 3.2.15 Workspace, Week 7 (3/6/2026)
Figure 3.2.16 Expansion Attempts, Week 7 (4/6/2026)
I mainly worked with the letter C for my expansion attempts. For the
first expansion on the left, Mr. Vinod said it was too complicated and
to try something simpler, so I tried using 2 Cs facing each other to
try and create a chain-like pattern, which I didn't really like. I
tried to make the Cs look like its spreading out from the center in
the third attempt, which I did not like at all. Finally, I settled on
just having the C and E facing each other to keep it as simple as
possible.
Figure 3.2.17 Pattern Expansions, Week 7 (4/6/2026)
Figure 3.2.18 Mockups Process, Week 8 (7/6/2026)
Figure 3.2.19 First Collateral Layout, Week 8 (10/6/2026)
In the feedback session, I was told that the self portrait picture
should show more face. I should also change the mockup of the 2
vinyls and make some changes to the business cards and pins.
Figure 3.2.20 Self Portrait Before and After, Week 8 (10/6/2026)
Figure 3.2.21 New Mockups Process, Week 8 (10/6/2026)
Figure 3.2.22 New Collateral Layout, Week 9 (17/6/2026)
Figure 3.2.23 New Collateral
Development, Week 9 (17/6/2026)
I changed it to the image on the left, to which he said to not put
emphasis on the shortened logo and to keep it as just the green
outline. I felt it was a little awkward with all the empty space
on the sides though, so I added a larger and lower opacity outline
to the back of it to fill up the space.
3.3 Final Outcome
(i) Task 2A Key Artwork
Figure 3.3.1 Black Wordmark on White Background (JPEG), Week 9 (19/6/2026)
Figure 3.3.2 White Wordmark on Black Background (JPEG), Week 9 (19/6/2026)
Figure 3.3.3 Colour Palette (JPEG), Week 9 (19/6/2026)
Figure 3.3.4 Wordmark in Actual Colours on Lightest Shade of Colour
Palette (JPEG), Week 9 (19/6/2026)
Figure 3.3.5 Wordmark in Lightest Shade of Colour Palette on Darkest Shade of
Colour Palette (JPEG), Week 9 (19/6/2026)
Figure 3.3.6 Wordmark Animation (GIF),
Week 9 (19/6/2026)
Figure 3.3.7 Key Artwork (PDF),
Week 9 (19/6/2026)
(ii) Task 2B Collateral
Figure 3.3.7 Collateral 1 (JPEG), Week 9 (19/6/2026)
Figure 3.3.8 Collateral 2 (JPEG),
Week 9 (19/6/2026)
Figure 3.3.9 Collateral 3 (JPEG),
Week 9 (19/6/2026)
Figure 3.3.10 Collateral 4 (JPEG),
Week 9 (19/6/2026)
Figure 3.3.11 Collateral 5 (JPEG), Week 9 (19/6/2026)
Figure 3.3.12 Collateral 6 (JPEG), Week 9 (19/6/2026)
Figure 3.3.12 Collateral 7 (JPEG), Week 9 (19/6/2026)
Figure 3.3.13 Collateral 8 (JPEG), Week 9 (19/6/2026)
Figure 3.3.14 Collateral 9 (JPEG), Week 9 (19/6/2026)
Figure 3.3.15 Collateral Compilation (JPEG), Week 9 (19/6/2026)
Link to Profile:
@66heyenne
Figure 3.3.16 Instagram Link (JPEG), Week 9 (19/6/2026)
Figure 3.3.17 Instagram Screen Grab,
Week 9 (19/6/2026)
Figure 3.3.18 Final Collaterals (PDF), Week 9 (19/6/2026)
4. FEEDBACK
Week 5
GENERAL FEEDBACK: (1) The look and feel moodboard should have text in the pictures, and they should also be cropped to just a small section. (2) The wordmark should be made up of a string of words that can be read. (3) Identities cannot have pastel shades unless it plays a neutral role, the main colours have to be strong. (4) Wordmarks must have balance, symmetry and balance are critical in a wordmark. (5) Negative and positive space is also important, if a square is drawn around the wordmark, the white and black space should be equal. When the negative space exceeds the black space, the mark is no longer impactful. (6) Wordmark should be clean, simple, and legible.
SPECIFIC FEEDBACK: A few pictures in the wordmark moodboard do not work (not readable), and no look and feel moodboard.
GENERAL FEEDBACK: (1) The look and feel moodboard should have text in the pictures, and they should also be cropped to just a small section. (2) The wordmark should be made up of a string of words that can be read. (3) Identities cannot have pastel shades unless it plays a neutral role, the main colours have to be strong. (4) Wordmarks must have balance, symmetry and balance are critical in a wordmark. (5) Negative and positive space is also important, if a square is drawn around the wordmark, the white and black space should be equal. When the negative space exceeds the black space, the mark is no longer impactful. (6) Wordmark should be clean, simple, and legible.
SPECIFIC FEEDBACK: A few pictures in the wordmark moodboard do not work (not readable), and no look and feel moodboard.
Week 6
GENERAL FEEDBACK: Maintain consistency across the wordmark.
SPECIFIC FEEDBACK: -
GENERAL FEEDBACK: Maintain consistency across the wordmark.
SPECIFIC FEEDBACK: -
Week 7
GENERAL FEEDBACK: Begin with the expansion of brand identity.
SPECIFIC FEEDBACK: Mr. Vinod told me to change the colour palette because my initial one had too many colours without connection (not complementary). He also told me to make the wordmark expansion simpler.
GENERAL FEEDBACK: Begin with the expansion of brand identity.
SPECIFIC FEEDBACK: Mr. Vinod told me to change the colour palette because my initial one had too many colours without connection (not complementary). He also told me to make the wordmark expansion simpler.
Week 8
GENERAL FEEDBACK: Patterns should not take away from the main focus of the brand and ensure that the collaterals have a connection to the brand.
SPECIFIC FEEDBACK: (1) The name cards should have my full wordmark on the main side. All the information should be able to be seen when kept in a card holder with only one side visible. (2) Change the mockup of the 2 vinyls. (3) Add one more pin with the full wordmark and fill in the space more. (4) Picture should have more face.
GENERAL FEEDBACK: Patterns should not take away from the main focus of the brand and ensure that the collaterals have a connection to the brand.
SPECIFIC FEEDBACK: (1) The name cards should have my full wordmark on the main side. All the information should be able to be seen when kept in a card holder with only one side visible. (2) Change the mockup of the 2 vinyls. (3) Add one more pin with the full wordmark and fill in the space more. (4) Picture should have more face.
Week 9
GENERAL FEEDBACK: -
SPECIFIC FEEDBACK: Change one of the collaterals and keep it as just the green outline.
GENERAL FEEDBACK: -
SPECIFIC FEEDBACK: Change one of the collaterals and keep it as just the green outline.
5. REFLECTION
Experience
The sketching and ideation part of this task was quite stressful because I yet
again did not have a clear concept in mind, even with the moodboards done. I
also missed one class, which meant I missed out on some important feedback.
This set me back slightly because I was unsure if I was heading in the right
direction with my work. Despite these, I continued developing my wordmark
anyway and ended up satisfied with my final outcome.
Observations
Throughout the process, I noticed that maintaining the readability of my
wordmark was one of the most difficult aspects of the design, especially since
I didn't want it spread out in a straight line. In my initial sketches, I was
scared people might misread the lettering, so I tried to keep the 2 Ns right
next to each other instead of stacking the en and ne. I also observed that the
collateral part of the task required a lot of revisions and adjustments. I
found myself constantly going back and forth making little changes to ensure
everything worked well together.
Findings
I learned that consistency within the wordmark is very important in creating a
good visual identity. Throughout the design process, I had to ensure that the
letterforms worked together while also being readable. I also learnt that the
main logo should always be the priority and to not place emphasis on the
shortened logo and patterns. Overall, this assignment helped me better
understand the importance of consistency, which I'm sure will be of use in
future projects.
6. FURTHER READING
Figure 6.1 Typographic Design: Form and Communication Cover and Pages 50 and 51, Week 6 (24/5/2025)
Legibility
- Legibility is influenced by factors such as contrast, simplicity, and proportion, allowing readers to recognise letters and words more efficiently.
- The perception of a letter is based on the relationship between form and counterform; if the shape of a letter is changed, its recognition is also affected.
I found it challenging to maintain the readability of my wordmark while experimenting with different forms and layouts, so this reminded me that effective typography is not only about creating interesting looking letterforms, but also about ensuring that people can recognise and understand them easily. It shows the importance of maintaining legibility while still achieving a distinctive and expressive design.
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