Advanced Typography - Task 2A & 2B/ Key Artwork & Collateral
Advanced Typography
Week 6-9
Chan Meiling// 0337771// BDCM
Task 2A & 2B/ Key Artwork & Collateral
INSTRUCTIONS
TASK 1A
Week 5
Mr Vinod briefed us about what Project 1 is about and what is expected for us to come up with. This week, we are required to create a key artwork based on the topics given for our task 1. The key artwork is just the artwork of the title given and we are required to come up with designs based on the title and we will then create series of design work based on the key artwork we have created.
Sir decided to give us more options to choose from and here are the topics we are allowed to choose from:
1. Russian Constructivism
2. Bauhaus
3. Punk Influence on Graphic Design
4. Sophie Taeuber: Living Abstraction
5. RIUH
6. Urbanscapes
After going through and understand briefly all the topics, I've decided to choose Sophie Taeuber: Living Abstraction as my topic for Project 1.
Before starting to design my key artwork, the first thing I did was to research Sophie Taeuber-Arp.
Sophie Taeuber-Arp was a key figure in many of the important movements of the pre-World War II art scene in Europe and was one of the most active figures around the Café Voltaire in Zurich. She dedicated her career to breaking down static, artificial boundaries between genres and forms, and celebrating the creative energy such liberation released. Her creations attempted to destabilize traditional norms in art and society, and question fixed notions of gender, class, and nationality. For Taeuber-Arp, art was both something political and something to be integrated into everyday life. She later embraced the principles of Constructivism and became one of its most important practitioners outside of Russia. Taeuber-Arp's artworks, whether a marionette, a dancer's movement, or a textile pattern, presented the possibility of crafting a more beautiful world from the elements of the present one.
Sophie Henriette Gertrud Taeuber-Arp was a Swiss artist, painter, sculptor, textile designer, furniture and interior designer, architect, and dancer.
Figure 1.0 Portrait of Sophie Taeuber-Arp
Accomplishment:
- Taeuber-Arp was one of the signers of the Dada Manifesto and remained dedicated to the ideas of Dada throughout her career. She applied Dada to a wide range of forms, fully embracing the utopian impulses and promises of the movement to radically transform society by transforming human perception with radicalized aesthetics.
- Taeuber-Arp desired to break down the boundaries between applied and fine arts. She translated principles from one genre into another, creating beautiful and groundbreaking hybrids. For example, her work with Theo Van Doesburg in the Café de L'Aubette brought principles of applied textile design into the creation of architectural space and decor.
- She also explored the relationship between fine art and performance - working with dance, movement and masks. She sought to bring the ideas of Dada and Abstraction to dance and puppetry, contrasting the restriction and freedom of movement and pose, while the masks and costumes highlighted the split between dancer and the dance.
Information retrieved from https://www.theartstory.org/artist/taeuber-arp-sophie/
Important Art:
Figure 1.1 Example of work created by Sophie Taeuber-Arp
Sophie Taeuber-Arp>Periods:
- Dada
- Constructivism
- Concrete art
- Abstract art
Information for the exhibition:
Sophie Taeuber-Arp (1889–1943) was one of the most multitalented of modern artists, creating profoundly innovative work across many disciplines. This exhibition traces her career’s trajectory: from applied arts teacher, a participant in the Dada movement, and maker of textiles and objects; to designer of murals, stained glass windows, furniture, interiors, and buildings; to painter-sculptor, magazine editor, and early champion of geometric abstraction. For Taeuber-Arp, abstraction was always connected to everyday lived reality in which objects were to be used and manipulated, spaces to be moved about in, and artworks to be looked at and experienced. Her creations responded to their time and place of making, in keeping with Taeuber-Arp’s expressed ambition to make “living things” in “a new style that is fitting for us.” Her fluid movement between genres, disciplines and creative roles makes her especially relevant for contemporary artists, while her work proposes a more open-ended and inclusive way of thinking about the history of modern art.
Sophie Taeuber-Arp: Living Abstraction is the first exhibition in the United States in nearly 40 years to chart the full sweep of the artist’s multifaceted career. It features some 400 works, including textiles, applied art objects, marionettes, interior and architectural designs, furniture, paintings and relief sculptures, works on paper, photographs, and a selection of printed matter. The exhibition aims to advance our understanding of Taeuber-Arp’s distinctive cross-pollinating approach to abstraction and to explore the different ways in which her work challenged the boundaries separating fine art from craft and design.
Prior to its MoMA presentation, the exhibition will be shown at the Kunstmuseum Basel (March 19–June 20, 2021) and at Tate Modern in London (July 13–October 17, 2021).
Important Keywords:
Dada movement, textiles and objects, murals, stained glass windows, furniture, interiors, and buildings; to painter-sculptor, magazine editor, and early champion of geometric abstraction, abstraction, textiles, applied art objects, marionettes, interior and architectural designs, furniture, paintings and relief sculptures, works on paper, photographs, and a selection of printed matter.
Figure 2.0 First attempt
Figure 2.1 Second attempt
Figure 2.2 Third attempt
Since the style in her painting consists of a lot of geometrical shapes, I decided to construct the word "SOPHIE" out by using geometrical shapes.
Figure 3.0 Fourth attempt
I personally like the last two better. I decided to ask for some feedback from my classmate. After some consideration, I am worried about the fact the shapes without the background would look too complicated and hard to identify as a key artwork. I then decided to work on the last two options.
Figure 3.1 Trying out with colours
After the feedback, I was told that I should include the full name of the artist instead of just the initials. Hence, I've made some amendments to my chosen key artwork.
Besides, I've also decided to change the colour palette for my key artwork to a more generalise colour palette of the artist instead of just extracting colours from one painting so that it will reflect the artist as a whole but not only referring to one artwork she has done.
Figure 3.2 Amendments and exploration after feedback
Final - 2A
Figure 3.3 Final key artwork B&W Jpeg
Figure 3.4 Final key artwork Colour Jpeg
Figure 3.5 Final key artwork B&W PDF
Figure 3.6 Final key artwork Colour PDF
Task 2B
Poster design
Figure 4.0 Poster design 1st attempt
Figure 4.1 Poster design 2nd attempt
Figure 4.2 Poster design 3rd attempt
Figure 4.3 Poster design 4th attempt
Figure 4.4 Poster design 5th attempt
Figure 4.5 Poster design colour_01
Figure 4.6 Poster design colour_02
Figure 4.7 Poster design colour_03
Before I start animating my GIF, I planned the layout on illustrator so that it will be easier for me to visualise the motion.
Figure 5.0 GIF Animation layout and motion planning
For my collateral design, I've chosen a ticket and notebook for the items of Sophie Tauber-Arp's ae exhibition. This is because I wanted to create items that I would want to receive when I go to an exhibition.
Personally, I like collecting tickets especially museum, zoos and event tickets and seeing those tickets reminds me of my experience and what I felt when I was there. Besides, I've decided to choose a notebook as a free gift for the event. Though it's not considered creative or special, I would want to receive a notebook because I have this hobby of collecting notebooks and I remember collecting many notebooks but I would never use them because I didn't want to "dirty" them when I was a kid.
Figure 5.1 Notebook design first attempt
Figure 5.2 Notebook design second attempt
Figure 5.3 Notebook design third attempt
Figure 5.4 Notebook design fourth attempt
Figure 5.5 Ticket design first attempt
Poster Design- Final
Figure 6.0 Final Poster Design Jpg
Figure 6.1 Final Poster Design PDF
Final 6.2 Poster on Billboard
Final 7.0 GIF Animation
Final 8.1 Ticket Design
Final 8.2 Notebook Design
Final 8.3 Compilation of all collaterals and the flat lay Jpg (except for GIF)
Final 8.4 Compilation of all collaterals and the flat lay PDF (except for GIF)
FEEDBACKS
Week 6
Peer feedbacks:
My artworks are able to represent the event and seem to be free-standing as their own. They suggested using the first or second one because the third artwork looks more abstract and people might not understand what the shapes are about.
Feedback from Mr Vinod:
The design for the first and second don't seem to be balanced, the third one would be a better option as the form catches the attention. Avoid using colours at the first stage, it can be a distraction.
Week 7
Feedback from Mr Vinod: The form of my second artwork looks nice and the key artwork does reflect the artist but I should include the full sir name of the artist instead of just the initials.
Peer Feedback: The key artwork does reflect the artist, the use of the rectangular form as a background of key artwork looks better.
Week 8
Independent learning week.
Week 9
Feedback from Mr Vinod: These two posters (figure4.0 and figure4.1) looks more interesting compared to Figure 4.4. Choose between these two instead.
No peer feedback session this week in class but I've decided to message some of my friends for some feedback.
Peer Feedback: The hierarchy of text is lacking, the poster looks a bit too rigid with the key artwork.
Week 10
Feedback from Mr Vinod:
The flow and motion of the animated GIF seemed to be well planned and readable, the ticket design is good and the notebook design is fine, start working on the final project.
REFLECTIONS
Week 6
For the key assignment, it was hard to come up with something at first, even though seeing examples did help, but I still struggled a lot at first. However, after seeing much work done by our classmates and the feedback given, I had a better idea of how it works.
Week 7
After listening to some feedback given to my peers, I've decided to change my colour palette into a more generalise colour palette of the artist instead of just extracting colours from one painting so that it will reflect the artist as a whole but not only referring to one artwork she has done.
Week 8
This week I struggled a lot with the poster as I kept thinking none of them is good enough to continue work on. After listening to some suggestions from my friends, I got a little lost as different people gave different opinions on the few posters that I've done. When Mr Vinod saw my black and white poster designs, he said that it's interesting and he commented that my judgement is not mature enough to proceed with the less interesting one. I think it could be because the peer feedback I received has different opinions on my work and after working on the poster for too long, I feel like everything just looks off to me.
This week was quite a stressful week, we had to complete 2 collateral designs and an animated GIF for the invite. To be honest I didn't know how to begin with my animated GIF at the beginning. I learnt that it is better to plan out how the layout before starting animating so that it is clearer to visualise and decide on how the motion will be like. Personally, I'm quite happy with how the GIF and ticket design turned out.
FURTHER READING
Tze Earn discovered this website called @deardesignstudent.com and she forwarded the link to me which I find the content really relatable as a design student and it also gives advice for design students which I find interesting to read.
In this article, the first thing that reminds me of is what we learnt in typography and advanced typography class because Mr Vinod has always mentioned that the importance of feedback and we should never be selfish to give our feedback to others and learn together as a team. I realised that I'm actually quite lucky to have a few classmates that I am able to discuss with and I could always get feedbacks that are on point from them.
Though getting feedback is quite a scary thing to me sometimes, especially while receiving from lecturers and clients for some projects, it is undeniable that we should not just use 'Creativity' and 'Style' as an excuse to not listen and take account into feedbacks that were given.
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