Advanced Typography: Task 2 Key Artwork & Collateral

12/5/2025 - 8/6/2025 / (Week 4 - Week 7)

Aricia Man Yi Xuan / 0375026

Advanced Typography / GCD61004

Bachelor of Design (Hons) in Creative Media

Task 2: Key Artwork & Collateral

Google Drive Link


TABLE OF CONTENT


4. Task 2(B): Collateral
     4.1 Idea
     4.2 Process (3 Items)
     4.3 Instagram Tile Design
     4.4 Final Outcome


LECTURES
- Notes -

Week 4 (12/5/2025)

Lecture 4: Designing Type (Link here)
Reasons for designing typefaces:
1. Type design carries a social responsibility.
2. A form of artistic expression.

Process of Type Design:
1. Research
- Understand type history, type anatomy, type conventions, and terminologies.
- Determine the type's purpose and what different applications it will be used.
- Examine existing fonts that are being used for inspiration, ideas, reference, context, usage pattern, etc.
2. Sketching
- Using traditional tool sets / digital tool sets.
3. Digitization
- Using professional software such as FontLab & Glyphs App. 
4. Testing
- The result of the testing is part of the process of refining and correcting aspects of the typeface.
- Prototyping leads to important feedback.
- Readability and legibility of the typeface are an important consideration.
5. Deploy
- The rigour of the testing is important in so that the teething issue remain minor.

Typeface Construction
Fig.1.1.1 Construction grid for the Roman Capital using 8 x 8 cells / (Week 4, 12/5/2025)
Using grids (with circular forms) can facilitate the construction of a letterforms and is a possible method to build letterform.

Construction and Considerations
Fig.1.1.2 Classification according to form and construction / (Week 4, 12/5/2025)
An important visual correction is the extrusion of curved (and protruding) forms part the baseline and cap line. This also applies to vertical alignment between curved and straight forms.
"Fitting" the type means letters must be altered to a uniform 'visual' white space, which means that the white space between the letters should appear the same.

Context & Creativity
Intrinsic - comes from a personal interest or desire to solve a problem through design, often without external prompts.
Extrinsic - comes from external factors such as commissions or academic assignments.

"The mindset of a type designer — if clinically studies — might be construed as sick; plagued by an unusual obsession to detail." — Vinod J. Nair.

Week 5 (19/5/2025)

Lecture 5: Perception and Organization (Link here)
Perception is "the way in which something is regarded, understood, or interpreted."

1. Contrast

Fig.1.1.2 Examples of Contrast / (Week 5, 19/5/2025)
Texture and direction "make design work and meaning pop out — clearly and unambiguously, and with flair."
7 kinds of contrast

Fig.1.1.3 7 Kinds of Contrast / (Week 5, 199/5/2025)
Form - The overall look and feel of the elements that make up the typographic composition.
           - Originating from "typos" (form) and "graphis" (writing).
Gestalt - The way a thing has been "placed" or "put together."

Fig.1.1.4 Gestalt Theory / (Week 5, 19/5/2025)

"The organization of information and how it is perceived should be considered by designers as a social responsibility — crucial for effective communication, transfer of knowledge and for understanding to occur." — Vinod J. Nair.

Week 6 (28/5/2025)

Lecture 6: Online Zoom 
Today lectures were conducted online via Zoom. We were given feedback and briefed for the next task.
To-do list: 
- Wordmark animation
- Picture of yourself with wordmark
- Colour palette
- Create Instagram account
- Task 2B Collateral (3 items)

Week 7 (4/6/2025)
Lecture 7
Mr. Vinod give us feedback based on our progression of Task 2.

Week 8 (11/6/2025) / Independent Learning Week
Lecture 8
Today's lecture conducted online via Zoom meeting. Mr. Vinod gave us feedback on our final task 2B.


INSTRUCTIONS

Fig.2.1 Module Information Booklet / (Week 4, 12/5/2025)


TASK 2 (A): KEY ARTWORK

Instruction: 
- Create a wordmark/lettering of our own first name/pet name/pseudonym — minimum 4-5 character.
- Explore and compose as many permutations and combinations of your name in the form of a wordmark.
- Final key artwork must be an elegant solution, well balanced and composed, not complicated or confusing that leads to a functional and communicate key artwork.

Submission:
- JPEG, grayscale, 300ppi
- Black wordmark on white background
- White wordmark on black background
- Colour Palette (colour hunt)
- Wordmark in actual colour on the lightest shade of colour palette
Wordmark in the lightest shade of colour palette on the darkest shade of colour palette

3.1 Mind-Map

To begin this task, I make a mind-map about who I am or like to be. Here's a mind-map about me:

Fig.3.1.1 Mind-Map 'About Me' / (Week 4, 13/5/2025)

For the wordmark, I chose my pseudonym "CACA" because it's my nickname my friends call me and it's actually my spam account name; I think it's easy to remember. But also... "caca" technically means "poop" in an informal word. It's a different way to remember the word...right?

Initial Sketches

Fig. 3.1.2 Rough Sketches / (Week 4, 16/5/2025)

Chosen Keywords: Indecisive, Introverted, Confident, Emotional, Perfectionist.

I have some idea with these words, but it's really hard when I'm sketching the design. I explore 5 different ideas to reflect different sides of my personality:
#1 - The letter "A" has a shiny element in it to represent my perfectionist traits.
#2 - A melted, water-like form to show my indecisiveness.
#3 - An upside-down version that shows how I can be confident on the outside but emotional underneath.
#4 - A more cartoon-like version, where "C" looked like a talking mouth (others extroverted), and "A" represented me being introverted. It showed how I sometimes switch between both sides.
#5 - Dot elements representing I'm not good at expressing myself, showing a ....... way when communicating.

Rough Digitization

Fig.3.1.3 Rough Digitization

After sketching out the five ideas, I digitized some of them (except Fig.3.1.2 #4) roughly in Adobe Illustrator to see which design looked better and also compare the visual feel. It was really hard to decide which design to go with. For me, I love #1 the most, but I think #4 is better to be a wordmark, and I also have more ideas to do the next collateral exercise. I asked my family and friends for their opinion, but they all have different preferences.

After receiving feedback (Week 5, 21/5/2025):
Mr. Vinod advised me to change the keyword "indecisive" to "flexibility". Additionally, I need explore more on how to communicate flexibility through design.

Exploring Flexibility

I chose "flexibility" as the main element of my wordmark design. To better understand how to visually communicate flexibility. I began researching various design elements that represent it.

Fig.3.1.4 References of "flexible" / (Week 5, 22/5/2025)

Here are some references I found to reflect flexibility. Most of the designs logo use an element of fluidity and shapes with smooth curves and gradients. The intertwined forms suggest movement and adaptability. Next, there was a wide range of letterform styles that demonstrated adaptability, such as the width, weight, warped, and stretched text.

3.2 Digitization Process

After analyzing the references, I plan to explore incorporating some of these elements into my own wordmark design. During the process, I also asked myself if I would buy this if it appeared on a T-shirt or a product, helping to refine the style to ensure that it feels commercially viable — something I would be proud to wear or see in use.

Fig.3.2.1 Progression #1 - Rough digitalized / (Week 5, 22/5/2025)

I decided to use the elements of twisted, blobby stuff and curves with some floaty feeling in my wordmark. I added a white line to create a sense of twisting, which represents flexibility. I think it feels much better than the previous design. I also explored an extra design (bottom) that were not related to flexibility lol.

Fig.3.2.2 Progression #2 - Refine / (Week 5, 23/5/2025)

There were two versions of my refined design; the difference was the bottom had sticky fluid and a connection but the top was isolated. I like the bottom one most because it looks more flexible and interesting to me.

Fig.3.2.3 First Attempt / (Week 5, 23/5/2025)

After receiving feedback (Week 6, 28/5/2025):
Mr. Vinod said my design is interesting, yay, but I need to make it more balanced as the letters were not aligned. Hence, I refined it and made them the same size with alignment.

Fig.3.2.4 Progression #3 - with grids / (Week 6, 28/5/2025)

This is the final refinement; the wordmark was aligned and balanced.

3.3 Final Digitized Wordmark

Fig.3.3.1 Final digitized wordmark / (Week 6, 28/5/2025)

Colour Application

For the colour palette, I decided to choose my favourite colours, which are pink and purple with black. For the pink, I actually wanted to choose a soft one, but it needs to be a contrast, so I pick a pinkish-magenta, which has a strong saturation, making the words pop and full of energy.

Fig.3.3.2 Colour Palette / (Week 6, 28/5/2025)
#1 - FCF2F7
#2 - A5BDE2
#3 - 664D73
#4 - ED1E82
#5 - 090D0B

Fig.3.3.3 Artwork in different colours / (Week 6, 28/5/2025)

TAP ME BACK TO TOP

3.4 Key Artwork Animation

To begin, I do some research and find examples of animated wordmarks. My idea was the animation have a feeling of a ball dropping and bouncing, and something represent flexibility and movement. I had a pretty clear picture in my mind of how I wanted the animation to look. But... I didn't know how to actually do any of that in After Effects... I felt stuck and honestly a bit lost. I watched a lot of tutorials — on Easy Ease, Alpha Mattes, path transitions, bounce expressions, Graph Editor tricks... everything.  

Process

Fig.3.4.1 Progression #1 / (Week 6, 29/5/2025)

Steps  - Import:
1. Imported my Illustrator file into After Effects > Create > Create Shapes from Vector Layer
2. Changed the wordmark colour (#ED1E82) > Adjusted the opacity
3. Added a solid background layer colour (#FCF2F7)

Step  - Create Bouncing Ball Effect:
1. Created an Ellipse Shape Layer and draw a circle
2. Adjusted the Position using keyframes
3. Adjusted the Scale to simulate stretch and squash when it hits the ground.

Fig.3.4.2 Progression #2 / (Week 6, 29/5/2025)

Step - Morphing:
1. Copied the Ellipse Path (Path property) and pasted it into the letter path (path 1), the C will turn into a circle. (Shape Layers > Contents > Path 1 > Path)
2. Copied the modified letter path and pasted it again into the letter path, adjusted in timeline when it transform into letter.

Fig.3.4.3 Progression #3 / (Week 6, 29/5/2025)

Since the final wordmark design I created in Illustrator had C and A connected, but it was tricky to do animation between such connected shapes, so I separated the letters during animation.

Step - White Line Fade-In:
1. Copied the white stroke line and reposition to AE.
2. Effect > Fade In
3. After the ball transformed into letters, I adjusted the opacity keyframes to make it like fade out.
4. Added a new shadow under the final wordmark.

Fig.3.4.4 Progression #4 / (Week 6, 30/5/2025)

Step - Final: 
1. The middle "C" and "A" moved up and down.
2. The left "C" and right "A" slid toward each other and merged into one big "CA" as a logo.

TWO Versions:
During the process of the ending, I actually came out of two version; one was the full video is the same background colour; another was the background changed into black when "C" and "A" merged together.

VERSION #1
Fig.3.4.5 Version #1 - White Background / (Week 6, 30/5/2025)

VERSION #2
Fig.3.4.6 Version #2 - Black Background at the ending / Week 6, 30/5/2025)

Personally, I like Version #2 as it looks more playful and emphasizing.

After completing the animation, I think it was not engaging enough and it was too long. It also didn't really stand out my brand. Thus, I did a third different version of the animation. I make it feels more dynamic and smoothly.

VERSION #3
Fig.3.4.7 Version #3 - GIF / (Week 6, 30/5/2025)

Based on Week 8 (11/6/2025) Feedback:
Since the logo was unnecessary in the animation, I have to redo it.

Fig.3.4.8 Progression #5 / (Week 8, 11/6/2025)

I redo an animation by following a quite interesting tutorial video from YouTube (link) I found. I think it's fun and simple. Therefore, I follow the tutorial step by step to make my own animation. I change the colour when it reversed to "CACA" to make it more engaging.

Fig.3.4.9 Attempt #2 / (Week 8, 11/6/2025)

TAP ME BACK TO TOP

3.5 TASK 2A FINAL OUTCOME

Fig.3.5.1 Black wordmark on white background / (Week 6, 30/5/2025)

Fig.3.5.2 White wordmark on black background / (Week 6, 30/5/2025)


Fig.3.5.3 Colour Palette / (Week 6, 30/5/2025)


Fig.3.5.4 Wordmark in actual colour on lightest shade of colour palette / (Week 6, 30/5/2025)

Fig.3.5.5 Wordmark in lightest shade of colour palette on darkest shade of colour palette / (Week 6, 30/5/2025)

Fig.3.5.6 Final Animation - GIF / (Week 8, 11/6/2025)

Fig.3.5.7 Task 2A - PDF Compilation/ (Week 6, 30/5/2025)



TASK 2 (B): COLLATERAL

Instruction:
- Expand your key artworks identity into your chosen collateral (3 items).
- For inspiration view (Pentagram site) and study how identities are expanded.
- Sample identify expansion from Pentagram site:
   a. Link
   b. Link
   c. Link
   d. Link
- Plan out your IG design, consider creative ways of displaying your visual identity.

Collateral Design
Since my wordmark represents a flexible personality, I wanted to carry that idea into collateral designs I chose. Flexibility to me means movement, adaptability, and transformation. Thus, I looked for items that could visually and conceptually reflect that idea.

4.1 Collateral Ideas

Fig.4.1.1 Collateral Items / (Week 6, 1/6/2025)

I collected 11 types of different possible collateral items to chose.
1. Air Pods case
2. Thermal Tape
3. Phone Case
4. Plastic/Paper Cup/Cup Sleeve
5. Tote Bag
6. iPad cover
7. Name Card
8. Shopping Bag
9. Socks
10. T-Shirt
11. Insulated Bottle


4.2 Final Selection - 3 Collaterals

Fig.4.2.1 Images Source / (Week 6, 1/6/2025)

1. Tote Bag
Tote Bag represents everyday adaptability. It's soft, flexible, and constantly moving.

2. iPad Cover
It protects a tech device that is often used for different activities such as work, study, entertainment, and so on, representing "caca" fits into both work and personal environment. 

3. Bottle & Sleeve (Rubber)
It wraps around a bottle — bending and curving around it, showing visual and physical flexibility. It's also something found in everyday routines, like drinking after a workout. I chose rubber material specifically because it's bendable and tactile, adding an extra layer of interaction with the brand.

Wordmark Variations

Fig.4.2.2 Wordmark Variations / (Week 6, 1/6/2025)

Process in Photoshop

Collateral #1 - Tote Bag

Fig.4.2.3 Tote Bag layout designs / (Week 6, 1/6/2025)

For the tote bags, I designed two different colour versions which were beige and black. I also add a logo I created into it. I wanted to create a stylish bags, like giving off a "grab-and-go" vibe for flexible lifestyles.

Steps:
1. Bag Colour: Imported Image > Select object > Apply layer Mask > Add Solid Colour > Blend Mode: Colour > Remove Tool (remove the original word)
2. Wordmark: Overlay & Exclusion (logo) 
3. Background: Added solid colour > Pen tool (shadows) > Gaussian Blur

Fig.4.2.4 Collateral #1 Tote Bag - Different colour / (Week 6, 1/6/2025)

Fig.4.2.5 Collateral #1 Tote Bag - Front and Back / (Week 6, 1/6/2025)

Collateral #2 - iPad Cover

Fig.4.2.6 iPad Cover layout designs / (Week 6, 1/6/2025)

For the iPad cover design, I created a repetitive pattern using my logo. I placed the wordmark at the middle of the cover and used the pattern as a background.

Fig.4.2.7 Collateral #2 iPad Cover / (Week 6, 1/6/2025)

Collateral #3 - Water Bottle & Sleeve

Fig.4.2.8 Bottle & Sleeve layout designs / (Week 6, 1/6/2025)

For the last collateral design, I changed the texture of the wordmark to make it has a matte feel. I applied the logo pattern into the sleeve as well.

Fig.4.2.9 Collateral #3 Bottle & Sleeve / (Week 6, 1/6/2025)


4.3 Identity Expansion & Instagram Tile Design

1. Colour Palette Developments

Fig.4.3.1 Colour Palette / (Week 7, 5/6/2025)

For the colour Palette, I added the logo into it to make it not too boring. I placed the logo moving up a bit on purpose to make a dynamic feeling. Then, I used clipping mask and applied outer shadows for them. After that, I added a gradient which matched the colour palette as well.

2. Black & White Photograph (Photoshop)

Fig.4.3.2 Inspiration / (Week 7, 5/6/2025)

For my portrait tile, I was inspired by these posters I found in Red Notes. It's kind of like an 80s vintage aesthetic for me, and it really attracted me, so I wanted to create something like it.

Fig.4.3.3 Photograph Developments / (Week 7, 5/6/2025)

The image I used was the picture I took when travelling. I think the angle is suitable and has a high resolution. 
Steps:
1. Quick Selection Tool > Adjusting contrast and exposure, Brush Tool to remove unnecessary part
2. Create ellipse with a soft radial gradient (white > pink) > adding outer glow
3. Added logo patterns and layered over the background
4. Added wordmark (CACA) under the portrait > Replicated wordmark and applied motion blur
5. Added logo behind (Pin light mode > add solid colour > adjusted levels)
6. Added a solid colour (Overlay mode) to entire image

Adjustment (After week 8 feedback):
I think I could refined it to be more better, I applied the new patterns into the portrait to emphasized the person and the wordmark.

Fig.4.3.4 Final Outcome / (Week 8, 11/6/2025)

3. Wordmark Development

Fig.4.3.5 Wordmark Development / (Week 7, 5/6/2025)

For the wordmark, I added a background colour (colour palette) and added a Patchwork texture to it.

Below is my first attempt at my Instagram feed layout design:

Fig.4.3.6 Attempt #1 / (Week 7, 5/6/2025)

After receiving feedback (Week 8, 11/6/2025):
Mr. Vinod mentioned that my expansion is not good enough, and there's shouldn't be a logo in it. So I have to do more development and expansion for the wordmark.

Fig.4.3.7 Expansion of wordmark / (Week 8, 11/6/2025)

For the expansion, I explored a pattern of using the connection of the original wordmark as a pattern instead of using the logo I created as it was unnecessary. I also redo the animation (Fig.6.5.6).

Fig.4.3.8 Refined of Collateral #3 / (Week 8, 11/6/2025)

I look again my collateral, I think it was too similar. Mr. Vinod was right, my expansion it not enough. I decided to apply the new patterns I created into collateral #3.

Fig.4.3.9 Attempt #2 - Instagram Feed Layout Design / (Week 8, 11/6/2025)


4.4 Task 2B Final Outcome

Fig.4.4.1 Collateral #1 - Tote Bag / (Week 7, 5/6/2025)

Fig.4.4.2 Collateral #2 - Bottle / (Week 7, 5/6/2025)

Fig.4.4.3 Collateral #3 - iPad Cover / (Week 8, 11/6/2025)

Fig.4.4.4 Instagram Feed Layout Design / (Week 8, 11/6/2025)


Fig.4.4.5 Screenshot of Instagram Page / (Week 8, 11/6/2025)

Fig.4.4.6 Task 2B Compilation - PDF / (Week 8, 11/6/2025)


TASK 2 FINAL OUTCOME COMPILATION

Fig.5.1.1 Black wordmark on white background / (Week 8, 11/6/2025)

Fig.5.1.2 White wordmark on black background / (Week 8, 11/6/2025)

Fig.5.1.3 Colour Palette / (Week 8, 11/6/2025)

Fig.5.1.4 Wordmark in actual colour on lightest shade of colour palette / (Week 8, 11/6/2025)

Fig.5.1.5 Wordmark in lightest shade of colour palette on darkest shade of colour palette / (Week 8, 11/6/2025)

Fig.5.1.6 Key Artwork Animation / (Week 8, 11/6/2025)

Fig.5.1.7 Task 2A Compilation - PDF / (Week 8, 11/6/2025)

Fig.5.1.8 Collateral #1 - Tote Bag / (Week 7, 5/6/2025)

Fig.5.1.9 Collateral #2 - Bottle / (Week 7, 5/6/2025)

Fig.5.1.10 Collateral #3 - iPad Cover / (Week 8, 11/6/2025)

Fig.5.1.11 Instagram Feed Layout Design / (Week 8, 11/6/2025)


Fig.5.1.12 Screenshot of Instagram Page / (Week 8, 11/6/2025)

Fig.5.1.13 Task 2B Compilation - PDF / (Week 8, 11/6/2025)


FEEDBACK

Week 5 (21/5/2025)
General Feedback:
We don't need a color palette currently; focus on the wordmark (black and white). Originality is important in your artwork. Create a square and fixed your word into the square, observe the white space compared to the black space, it needs to be well-balanced (symmetrical balance is important in a wordmark). Make your design clean and simple. Turn on the graph tool when creating your wordmark.

Specific Feedback:
Use "flexibility" instead of "indecisive". Flexibility is better as if somebody wants to hire you. Perfection is fine; it's something that people would like to have. Remember when you're creating this wordmark, you're creating this brand, and this brand is making you marketable. I don't know how this is deemed perfectionism. That is work to be done for perfection; it doesn't see any perfection here. Perfection requires something that is completely well-balanced. You need to find something that defines perfection.

Week 6 (28/5/2025)
General Feedback: In color palette, you need to have one dark shade, two neutral shade, and two middle shade (complementary yet contrasting). 

Specific Feedback: This is interesting; this feels a little floaty, but if you're able to balance it off the "A" with similar lines, angles, and gap, they will be better. Work on it a little bit more so you can stabilize the design, because currently you have stuff that is floating and not aligned. Alignment is very important in design; it's something that you might want to consider.

Week 7 (4/6/2025)
Specific Feedback: You can add a pattern using something alike with your wordmark.

Week 8 (11/6/2025) / Independent Learning Week 
General Feedback: You have to put the animation into one of your IG tile. 

Specific Feedback: Expansion is poor, not particularly good. The wordmark is interesting tho. The animation should not have a logo, it's just one word.


REFLECTION

Experiences:
During task 2, the beginning of the wordmark design was the hardest part for me. I struggled with choosing the word to represent my brand as I can't decide if I should use my real name, Aricia, nickname Caca, or even my pet name. Once I chose caca, I still didn't know how to show the characteristic of flexibility in a visual or graphic way, which made the first sketches feel confusing. It's a bit difficult to translate the ideas from my mind into actual design. The animation part using After Effects was also challenging, as the software was still hard for me to use the tools, but I tried my best to make it out. Luckily, when it came to the collateral design, everything went more smoothly. I enjoyed placing the wordmark on real products as it feels like doing my own brand product.

Observation:
Through this task, I observed that balance and alignment are really important when designing a wordmark. I also realized that how I express a brand concept like "flexibility" through design really affects how people understand my work. One question I started to think about was: Would I actually buy this if I saw it on a product? That helped me think more like a real customer and not just a designer.

Findings:
Overall, I learned a lot through this task and I was very satisfied with my brand. The word "flexibility" may sound simple, but expressing it visually though shapes, typefaces, and animation takes a lot of thinking and testing.


FURTHER READING

Week 4 (16/5/2025)

Fig.8.1.1 Letterforms: Typeface Design From Past to Future (2018)
Written by: Timothy Samara
Link to Source

The State of The Art / Page 199-233
I chose this e-book as further reading as I'm working on a wordmark design exercise. Hence, I wanted to understand how typefaces are created and used in branding contexts and also explore some ideas for my sketches. This chapter contains a collection of modern typefaces from various designers, allowing me to get a resource for visual analysis and inspiration. 

Fig.8.1.2 Vivho Display Face

I found one example that caught my eye: the VIVHO DISPLAY FACE. It's quite cute and romantic iconography. I love the heart shape used; it's super cute yet not disruptive to the readability. I think I have more idea in my mind for my exercise design.

Week 5 (22/5/2025)

Fig.8.1.3 Design: The Invention of Desire (2016)
Written by: Jessica Helfand
Link to source

Chapter 10: Memory / Page 161-176
After reading this chapter, it made me think differently about how memory connects to design. Jessica explains that design is about holding on to memories and creating emotional connections. In this chapter, I learned that memory plays a crucial role in how people experience design. For instance, an old photo, a certain font, or even a texture can remind someone of a specific time, place, or feeling. Designers can use this type of information to create more meaningful and personal experiences. There was something that stood out to me: how memory isn't always accurate; it can be blurry, emotional, or even imagined. But design has to shape and reflect those memories through storytelling, visuals, or materials. 

This connects to what I'm working on now, which is designing a wordmark. Mr. Vinod let us think about how our design can make people remember the brand or even feel like they want to buy it. I realized that the wordmark can't just look nice, it needs to have a feeling or memory it might trigger. All of these emotional connections can influence how people remember or connect with a brand or a logo.

Week 6 (28/5/2025)

Fig.8.1.4 Typography, Referenced: A comprehensive Visual Guide to the Language, History, and Practice of Typography (2012)
Written by: Jason Tselentis, Allan Haley, Richard Poulin, Tony Seddon, etc.
Link to Source

Type Designers / Page 68 - 78
In this chapter, I explored the contributions of key figures in the history of type design, including pioneers like John Baskerville, Giambattista Bodoni, William Caslon, Firmin Didot, and so on. Through this exploration, I realized that many typefaces are actually named after their creators like Garamond, Baskerville these kind of familiar typeface. It deepened my appreciation for the thought process behind even the simplest-looking letterforms.

Week 7 (5/6/2025)

Fig.8.1.5 Design: History, Theory and Practice of Product Design (2015)
Written By: Bernhard E. Burdek.

Chapter: Design and its Contexts / Page 192 - 193
- The Role of Product Design -
Since I finished my Task 2B product, I wanted to gain more knowledge about product design. Hence, I chose this e-book for further reading. In this chapter, I gained a deeper understanding of how product design so important in shaping a company's identity and influencing consumer perception. What I learned was the idea that design is often the first and most lasting impression users have of a product. Strong product identities are often directly tied to strong corporate identities. Design is a strategic communication tool that helps define how a brand is seen by the public.

Moreover, I learned that product design is just one part of a larger system of corporate identity, which also includes:
- Communication
- Behavior
- Product Design
- Interface Design
- Interior Design and architecture















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