DV3006 Production for Graphic Designers
Project 1 | Personal Identity
Process Book
Conceptual Brief One of the questions that I find most difficult to answer is, “Are you an extrovert or an introvert?� The truth is - I am neither, yet I am both. My personality has always been an enigma even for myself to understand fully - I am an introverted extrovert... or an extroverted introvert. Some call these people who fall in the middle of the spectrum ambiverts. I enjoy company with people, old and new, yet I am often not the loudhailer of the group. This balanced mix of activeness and passiveness in my personality forms the basis of the concept and colour choices of the Personal Identity project.
Colour & Logo Just as how I am a mix of calmness and exuberance, so is the colour turquoise and its hues. “Turquoise is a shade of blue that lies on the scale between blue and green. It has characteristics associated with both of these, such as the calmness of blue and the growth that is represented in green. Turquoise can also has the energy that yellow transmits, becoming an uplifting color.� - ColorPsychology.org, 2016 A representative for creative strength, this colour serves well in promoting myself as a creative in the fields of graphic design, typography, lettering and calligraphy. A hand lettered logotype was intentionally chosen to represent my personal identity. It showcases a glimpse of the typographic, calligraphy and hand lettering skills that I can offer to potential clients.
Sketch
Vectorising
Experimenting Colour Choices
Visualising Gold Foil Texture
Colour & Logo Process: Experimented various shades of turquoise, before choosing one which has an almost even mix of blue and green. Brightened the hue for gold, to make the colours pop out more in contrast in the branding. One crucial learning point in which I took away from this project was the importance of experimenting and testproofing plans during post production. I had initially planned to press gold foil onto my products, to enable a more dynamic aesthetic and colour palette. Unfortunately, it turned out that the foil machine was unable to print gold foil on a double sided paper (the namecard) as once one side absorbed gold foil, the opposite side would have lost its laser ink due to the intense pressing and heat. Hence, improvisations were made and gold textures were used instead of actual gold foil.
INITIAL
PANTONE P 127-5 U
PANTONE P 167-7 U
FINAL
#00B6A3
#FED700
Typography Choices After considering script typefaces, I eventually zeroed in on a customised hand lettering for the logo, as this technique reflects a service which is personal, sincere and is done with heart - a vision I aim to live out as I meet the design needs of my clients. Nexa Bold Regular was chosen for the secondary/tagline typeface as its large and generous bowls and vastly rounded letterforms expressed a modern, friendly and energetic personality to the brand.
Amanda Arielle
Amanda Arielle
Choplin
English Hand DB
Amanda Arielle
Canter
DESIGN & LETTERING
Madras
DESIGN & LETTERING DESIGN & LETTERING DESIGN & LETTERING
Pier Sans Multicolore Nexa Bold
Photos
Acknow ledgements Completed under the tutelage of Jean Amanda Arielle Lu School of Art, Design and Media, NTU January 2016