ADVANCED TYPOGRAPHY -Task 2: Key Artwork & Collateral
2025-2025(week - week)
Design Principles | Bachelor of Design (Honours) in Creative Media
GCD61004 Advanced Typography
TABLE OF CONTENT
LECTURE NOTE
Perception
Perception refers to how humans see, understand, and interpret visual
information.
In type design, readers don't merely "see letters"; their reading path is influenced by external factors like contrast, form, and layout.
Typography isn't about how letters look, but how we "see" them.
Contrast is one of the most crucial principles in typography, determining where readers look first, how they perceive content, and what they remember.
Seven Common Contrast Techniques （Carl Dair）
1. Size Contrast : The greater the size difference between headings and body text, the clearer the visual focus.
2. Weight Contrast : Contrast in thickness, darkness, and line weight reinforces hierarchy and conveys strength.
3. Form Contrast : Different typefaces (e.g., uppercase/lowercase, upright/italic) convey distinct tones and reading experiences.
4. Structure Contrast : The more pronounced the structural differences between typefaces (e.g., Serif/Sans Serif), the stronger the contrast.
5. Texture Contrast : The tactile quality of text—formed by kerning, weight, and structure—influences overall rhythm and tonal balance.
6. Directional Contrast : Variations in text orientation (horizontal, vertical, slanted) guide the reader's visual path.
7. Color Contrast : The intensity of contrast is determined by the difference in color brightness. Black and white offer the strongest contrast, while color requires careful consideration of hue values.
Form
Form is the "expression" of the overall visual design, encompassing character shapes, proportions, rhythms, and spatial relationships.
1. Effective Form : Effective form design captures attention, guides visual flow, and enhances information recall.
2. Manipulating Form : Form can be transformed through scaling, distortion, cutting, layering textures, or adding spatial depth.
Organization
Thus, typography isn't about placing elements individually; the key is "how the whole is perceived."
Six Gestalt Principles :
1. Similarity : Similar colors, shapes, or sizes are perceived as belonging to the same group, facilitating visual classification and grouping.
2. Proximity : Elements placed close together are automatically grouped, commonly used in paragraphs, button clusters, and list layouts.
3. Closure : The brain automatically completes unfinished shapes, making it prevalent in logos, negative space design, and simplified imagery.
4. Continuation : The eye naturally follows continuous paths, guiding reading direction and establishing layout rhythm.
5. Symmetry : Symmetry conveys stability and balance, frequently used in navigation, menus, posters, and formal layouts.
6. Simplicity (Prägnanz) : The brain tends to choose the simplest, clearest visual interpretation—a foundational principle of visual organization.
MODULE INFORMATION BRIEF (MIB)
TASK
Mood-board
I began by collecting fonts and logos from various brands to create a mood-board. Through these references, I gained clarity on the style I envisioned: soft, handwritten, distinctive, and light. This step helped me establish the overall direction for the FANN typeface.
Logo Animation
Version 1 — This version presents the entire set of letters appearing simultaneously. All letters emerge from nothingness like handwritten strokes, with fluid, gentle lines that convey the brand's lighthearted and warm personality. However, with all four letters appearing at once, the overall rhythm feels balanced but lacks variation.
Version 2 — Pre-Entrance + Sequential Reveal (Final Choice)
The second version introduced a pre-entrance animation. It began with a soft, curved line motion, gradually connecting to the letter "f," followed by each letter being written sequentially.
This "grab attention first, then unfold the content" structure created richer rhythm and highlighted FANN's signature line characteristics. Each letter's emergence carries a sense of breathing and extension, creating a more narrative-driven visual experience that aligns with the brand's playful, soft tone.
Final Choice
I ultimately selected Version 2 because its layered rhythm better highlights FANN's flowing curves, making the animated logo more recognizable and distinctive.
FEEDBACK
Week8 - Absent
Week7 - Absent
Week6
Balance is crucial. Drawing grid lines clearly shows the left side is heavier while the right side is too light.
Week5
Mr. Vinod emphasized that keywords are crucial and must be finalized before proceeding. The mood board requires enrichment—it's currently incomplete and needs more content for reference and design.
REFLECTION
Experience
The entire creative process for FANN felt like "gradually getting to know a new character." From the very first sketches, I kept asking myself: What kind of personality does this set of characters have? Is it cute? Gentle? Or perhaps a little mischievous? Every time I drew the curve of the 'a' or adjusted the angle of the 'n,' it felt like I was conversing with a little life form.
The digital phase felt more like "sculpting." Sometimes, just a millimeter difference in curvature could alter the entire essence. I constantly sought balance: soft but not too soft, playful but not too chaotic.
The animation phase was the most moving part for me. It was the first time I saw my designed characters truly "come to life." Working through both versions felt like watching two distinct little characters come to life before my eyes. I ultimately chose the second version because it truly resembled a small character peeking out first, then slowly unfolding itself—in that moment, I felt "it had arrived."
Observation
Throughout the entire process, my most significant observation wasn't about design techniques, but rather how my sensitivity to "details" had shifted.
I began noticing that a single curve carries far more emotion than I ever imagined. The closeness or distance between letters, much like interpersonal relationships, influences the overall atmosphere. The rhythm of animation actually expresses "personality"—it's not just done for visual appeal.
I also realized that whenever I hit a wall, it wasn't about not knowing how to draw—it was about not knowing what "feeling" I wanted to convey. Once I clearly defined FANN as soft, gentle, and playfully cute, all decisions fell into place. This made me realize for the first time that the most crucial element in design isn't the tools, but what you truly want the audience to "feel."
Finding
Throughout this project, my greatest discovery wasn't technical skill, but an emotional understanding.
I began to realize that typefaces possess a soul—each adjustment felt like searching for its most natural breathing rhythm. And when animation slowly revealed the strokes, letter by letter, I even felt like I was creating a "little life." Creation is never a one-time effort; it's filled with hesitation, revisions, and back-and-forth. Yet every step brought me closer to that "right feeling."
What surprised me most in the end was how genuinely I fell for this gentle, unfolding brand expression—one that carries a soft, breathy quality. It belongs not only to the work but also feels like an extension of my own personality. FANN is more than just a logo to me; it’s proof of finding my own style, reminding me that the key to design isn’t getting the letters right, but finding the feeling.
Further Reading
Thinking with Type — Ellen Lupton
The Elements of Typographic Style — Robert Bringhurst
Reflection
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