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Brand Style Guide

For my final project, I designed a personal brand style guide, with a logo, resume and name card.

I sketched out an idea for my logo using my iPad. I want to brand myself as a product designer, so my logo needed to show that side of me!

I then proceeded to design the logo digitally using Adobe Illustrator. The shape of the letters and elements inside the letters are all done using the pen tool.

The fonts I chose for my personal brand are Rockwell (Bold) and Avenir (Medium). I feel that Rockwell is eye-catching and perfect for the headers/titles. Avenir looks really nice and pleasant as body text.

For my color palette, I chose to go with just a few colors to keep the designs consistent, instead of a primary/secondary group of colors. Feedback was given to me that the blues go really well with the purples, and I chose to stick with it for my final submission. I used two tones of each color for variation and depth.

I wanted a simple name card, with the logo in front and details at the back, with a QR code where people can connect with me on LinkedIn. Even the QR code was designed with my brand colors. I used Image Trace tool from Illustrator on my QR code, which allowed me to change the color of the QR code. As my logo had the 2 shades of blue, I went with purple for the background. At the back of my name card, I used the blues as text and it contrasted really well.

For my resume, instead of going for a generic feel, I wanted it to stand out so I used a faded out version of my logo as the backdrop for the left panel with all my details. For the right side, I wanted to keep it minimalistic and neat.

I organised and put together my brand guide using InDesign. Other than the logo, name card and resume, everything else is done here!

Initially, I faced the challenge of background colors. I didn’t want my entire brand guide to be white so for some of my screens, I went with a blue background.

However, I received critique that the blue background does not really work. I made some adjustments on InDesign after the presentation and tried out the purple from my color palette and surprisingly, it worked!

Initially, for my presentation, I mentioned that my logo shouldn’t be used in different colors. This contradicts my design choice for the resume where I adjusted the opacity. Hence, I realised I had to make changes to the logo guidelines. I added that my logo can be faded out if it was to be used as a backdrop. I even used my logo as a backdrop for the logo guidelines page to show how it can be used!

Overall, I tried to incorporate all the skills I have learnt since Week 1 into this brand style guide. I had a great time doing this final project and I hope all viewers of my brand guide will have a great time and experience reading it as well.

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Assignment 3 – Infographic!

Being an avid football fan, I knew I had to do something related to the sport I love. I ended up deciding on an infographic on Singapore’s journey at the recent AFF Suzuki Cup at the end of last year/start of this year. There are too many statistics involved in a football competition, and I had to choose the ones that will help paint a picture of Singapore at the competition.

I first listed down potential information to include in the infographic, followed by a rough sketch of how I want the overall infographic to look like. 

After doing research to gather information and statistics, I had to decide on the colour palette that I want to use. Being an infographic on Singapore, I decided to make the infographic red & white, and included different tones of the red on Singapore’s flag.

I then crafted icons by using the pen tool to trace certain images and logos. For some graphics, I also utilised the Image Trace function on Adobe Illustrator.

Putting the information together is like piecing a puzzle – it’s a matter of how I utilised the space. On my Illustrator artboards, I found myself shifting elements everywhere just to see how things played out.

The main comment gathered from my first draft was the fact that information were cluttered and slightly messy. Readers did not know where to start looking at information, and there was not much flow through the infographic.

After the critique, I took the infographic back and analysed it, thinking of ways that I can improve the presentation of information and guide users into a “flow”. I removed all the content and grouped them, and tried adding a padding around each group. To my delight, it actually worked and the information was clearer. I organised the information based on hierarchy, so it was easy for readers to know where to start and carry on. The final draft looked cleaner and presentable.

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Assignment 2 – Storytime!

I wanted to push for some creativity by using objects instead of humans to come up with a story. As objects do not have complex emotions, it is a challenge to come up with a storyboard to tie objects in. For this assignment, I went with toys... and of course, Snorlax will never be left out!

Firstly, I did up a rough sketch of my story idea on my iPad.

As per the assignment brief, I have to come up with a story through photos, so while i was sketching my ideas, I had to think of ways to bring my toys to life through the photos that I will eventually take. That includes different angles, different types of shots and so on. I wanted a cool story of a “superhero team” going against their enemy, but not as cliche as the usual superhero movies. 

As I wanted to get the best shots for every scene, I took multiple shots for each scene in different angles, lighting and poses, so that I have the option of choosing the best picture that will flow well in the entire storyline. 

The above story is the one that I shared with the class for critique. The main idea of this layout was to bring out the idea of a comic book story, so that it will be more engaging and exciting for my audience. Looking back, I really enjoyed the process of using random things around me to use as props or to value-add to my story. For instance, in scene 5, I was insistent on Snorlax inserting into the battlefield by a parachute, so I used my mask to form a parachute. I took it in an angle such that the masks really looks like the shape of a parachute. Also, from scene 5 onwards, I used backdrops from my monitor screen. It was rather challenging as I had to compose the shots at awkward angles so that it does not look like its a screen to the audience. Instead, they can focus and immerse themselves in my story.

The critique session was crucial for this assignment, as it did not occur to me that by placing the images side by side, it requires effort from the audience to distinguish between scenes as some photos have really similar lighting, tones and backgrounds. Hence, taking advice from Curie and my peers, I decided to add borders to the pictures to make it a more enjoyable process of looking at my story. Indeed, it looks cleaner!!!

There are many great pictures that are left out and I would like to share my reasons for some!

I particularly enjoyed this picture as it brings out the sense of power that Zombie Wolverine possesses. However, this particular angle puts Team Snorlax in a vulnerable position and I do not have enough pictures to bring out the team’s effort to regain power and face off in an equal fight. Hence, I only went ahead with the last scene where both parties squared off.

If I were given a few more pictures, I would definitely want to include more fight scenes where it gets up close and personal with intricate details, instead of just the overview in the last scene. Just like this picture, it shows a close-up of both parties engaging in the battle.

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In-Lecture Exercise G

My play on meandering lines from the lightest stage to darkest stage. The idea was for the pattern to look as if it gets increasingly messy, as if the meandering lines are overlapping.

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In-Lecture Exercise F

In this rather dull and moody image, what stands out most would be the hue of the balls, behind the fence and in the bag, Being bright yellowish-green, it conveys a bit of warmth and positivity. The high chroma makes it more prominent in the picture, and brings about some balance overall.

The dull mood of the picture is brought out by the hues of the dark, black night sky and the shadows formed in the picture. In particular, at the bottom right, there is a shade to the red ball bag, which intensifies the dull mood. Other than representing the dullness, the dark hues convey some form of mystery and discipline towards this picture of fence batting training.

The rundown pillars, structure of the place, and flooring have a very consistent vibe in terms of their hues. They are a combination of dirty yellow and grey. This brings out the rather quiet environment of the picture, some form of negative energy and a hint of loneliness. I feel that these colours bring out some balance against the hues of the bright balls.

Last but not least, the red hues bring an alternative mood to the dull atmosphere of the picture. Similar to the bright-coloured balls, the red hues attract attention and take away the negativity from the dull colours, to convey slight vibes of excitement, and the passion for the sport. There are darker tones of red throughout the picture, which blends in well with the overall mood of the picture.

Overall, I feel that the hues in this picture work together very well and there is a good balance. The dull mood and atmosphere of the environment is well-contrasted against the excitement and passion for the sport.

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Assignment 1 – Abstraction

I was gaming midway when I was reminded of this assignment... so why not?!

I thought the assignment brief was exciting – there were no boundaries as to what type of objects we should work on. My main goal was to represent the PS4 controller in an abstract way, yet distinctively recognisable.

Summary of my workflow

I mainly used Adobe Illustrator for both the process and presentation of my abstraction.

I mainly used the pen tool to outline the controller and craft the details (e.g. buttons, cursor...). The biggest problem that came up was ensuring that the controller looks symmetric, so that it will not be an eyesore.

To do so, I used the guide tool and placed it in the middle of the controller and crafted out one side of the controller, before using the reflect tool to form the other side of the controller. 

For Stage 1, I wanted the controller to pop! Hence, I played around with the 3D extrude and bevel options to get the desired effect for the PS4 controller’s buttons and cursor.

I would say this assignment was fun for me as I crafted the different sections of the controller separately. From the outlined shape, to the buttons, to the touchpad and so on.. at the end of Stage 1, it was as if I was putting different pieces of a puzzle together – it was extremely satisfying.

Of course, it is an abstraction exercise after all, and as I progressed through each stage, I had to deconstruct and reduce portions of the controller.

Critique session

The critique session with the class was incredibly insightful. It is always great to get different perspectives and some feedback I have received actually helped me improve my work in the end.

For instance, someone pointed out that the controller in Stage 1 could make do with more obvious colours, especially against a white background, so I went ahead to make the change as I agree with it.

Also, it was pointed out that the controller in Stage 5 could have smoother outlines. After thinking through, I realised that the final stage of abstraction can be improved with lesser complications and distraction. I adjusted the buttons on the right side as well, to make it more consistent with the left side.

Another comment I received regarding the buttons on the right side was that it was contradictory. He mentioned how the buttons should be all circular as having shapes of the buttons would be more abstract than keeping just the details on the buttons. After the critique session, I dwelled on this for a good hour. 

However, I stand by my choice to use the details on the button. After all, I intended to do an abstraction of a PS4 controller; if I took away the details on the buttons, the final stage of the controller could represent any other gaming controller, and I did not want people to perceive Stage 5 of my work as a XBOX controller!

Final work

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In-Lecture Exercise E

This particular representation will not convey information well to its audience.

Alignment is crucial when presenting a text. However, the way the text is center-aligned here does not make it easy for users to read. There is no consistent starting point for readers as the starting point of each new line is different.

Next, there are also inconsistent spacings after punctuations that make readers feel uneasy. For instance, “TEMPOR.NUNC”. There is no spacing after a full stop, which may be an oversight or carelessness of the writer. If it is intended, I would question his choice there because this is a case of inconsistency in presentation.

The typeface chosen here is distracting. I understand the choice of a blocked typeface for the title, with the intention of standing out and grabbing attention. However, the body is presented with a similar typeface and it feels like an overload on the reader. The choice of color plays a huge part as well. The body’s text has a white fill and the text is placed against a white background, making it slightly tricky to distinct or recognise individual letters. It does not help that the entire text is in capital letters.

In my opinion, block letters are not very suitable for body text. They are fine when used for headers of advertisements and signs, or scenarios where large text is needed only.

improving this typographic representation

- Firstly, I would want to get the basics right. I would research for a suitable typeface. I wouldn’t mind keeping the typeface for the title, but the body text will have to be different. 

- I would choose a typeface like Garamond, which is good for body text. I will also ensure that kerning is appropriate.

- For the above example, the characters are slightly close to each other, so I’ll make sure they are further spaced out.

- Alignment wise, I will make sure that the body text are left-aligned, so that there is a consistent place for readers to start reading every line, making the body text better in terms of readability.

- I can’t tell from the dummy text, but to further aid readers in readability, I would choose to bold certain keywords or key phrases. I would even go further to experiment complementary typefaces if I knew what the content was, to add variation to make it a satisfying experience for readers. (e.g. sub-headers)

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In-Lecture Exercise D

An introduction to the Guest of Honour, Snorlax, who volunteered himself to be my subject for this In-Lecture Exercise. I chose to begin with a Long Shot, to allow the audience to admire Snorlax in full, from head to toe. This Long Shot also allows the audience to get a glimpse into the environment that Snorlax has been hibernating in. I composed this picture with the Rule of Thirds, to draw eyes and full focus onto Snorlax, instead of the audience just glancing into the center of the picture.

Next, a Mid Shot of Snorlax, to give the audience a teaser of the emotions of Snorlax while the shot was being taken. At the same time, equal presence is still given to Snorlax’s living environment. I wanted the audience to have the chance to view his emotions, without forgoing the vibe of his environment. Again, the Rule of Thirds is followed for the same reason.

I then took a Close Up Shot of Snorlax, to intentionally connect the audience to Snorlax. This will be the first time the audience will get close to Snorlax, allowing them to connect with his true emotions intimately by looking closely at his face. Now the audience will know if he is actually awake or asleep. (Can you tell?) Yes, again, the Rule of Thirds is followed for the same reason.

Next, I chose a High Angle Shot. The audience have witnessed Snorlax up front and personal, but this is one angle of Snorlax that they deserve to view as well. This shot brings about the sense of vulnerability and submissiveness of Snorlax. Everyone has their vulnerable side and Snorlax is no exception. This is the point of view of a flying Pokemon before it tries to attack Snorlax. Poor Snorlax – he shall drown in his own shadow…

A new point of view for the audience – an Over the Shoulder Shot! This is an exciting angle. The audience will get to witness a different, dynamic perspective of Snorlax. Here, we can see Snorlax in relation to another subject… his soulmate! We can see that he is clearly excited and awake, ready to make love interact.

We end off this exercise with an Extreme Long Shot, to give the audience a full view of Snorlax and his date. This shot portrays the full scope and environment that Snorlax is in, and it is intended to bring about a romantic vibe to touch the audience. Let’s give them some alone time…

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In-Lecture Exercise C

I will review this print ad using Saussure’s ‘Dyadic’ or Two-part Model of Sign; the signifier refers to the material/physical form of the sign, whereas the signified is the idea or concept it represents.

Here in this ad by Heinz, we can see tomato sliced up forming the shape of a bottle, as if the entire ketchup bottle is literally made up of tomato. 

The signifiers here would be the sliced tomatoes stacked up like the shape of a bottle, and the white text “No one grows Ketchup like Heinz” at the bottom. The signified, or the idea that Heinz is trying to push out, is the concept of freshness. 

Many other brands of ketchup are artificially made, so I feel that they used the appropriate signifier to bring out the idea of freshness. It is as if the entire bottle is “filled up” by tomatoes, which may also highlight the idea that it is 100% organic! Even the bottle cap is replaced by the top of the tomato that we normally do not consume. If the campaign’s goal was to promote Heinz’s ketchup as an alternative for healthy living, I’m sure that it would have been rather successful!

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In-Lecture Exercise B

Constructive Criticism Model

Description: The artwork is split into 3 different panels – each panel with a different colour tone and subject. The first panel with a magenta tone, shows a lady spraying water at a window with a hose. The middle panel with a blue tone, shows a man going against a brick wall with his head. The last panel with a red tone shows a rooster looking at its own reflection in the mirror. All 3 panels come together to form the artwork painted by Tansey.

Analysis: Each panel of the artwork is similar in presenting a subject interacting with a surface. However, each panel is differentiated by the colours of the tones, the subjects, the environments the subjects are in and the surfaces that the subjects are interacting with. 

Human subjects are used for the first 2 panels, perhaps highlighting close similarities in meaning. Tansey uses an animal in the last panel, which may indicate a drastic change in the relationship between the first 2 panels and the last one.

Interpretation: Judging by the title of the painting, “History of Modernism”, I can infer that Tansey intended to bring out 3 different, defining moments of the journey or process of Modernism over time. 

The first panel marks the beginning of the discovering of Modernism, where for most people, the transition is still unclear. The action of washing the window brings out the idea of cleaning – removing the “dirt” of the past and revealing a new, polished and clean future. Tansey’s decision to leave the splash of the water at the window in his art brings out some suspense and uncertainty, showing how people at the beginning of the transition to Modernism may not know what to expect. It is generally a phase of discovery where people are willing to make a change, without knowing what the future holds.

The second panel suggests a period of stubbornness, as shown by how the man is going against a brick wall (we all know he can’t knock it down). This may be a period of resistance where people deep into the process of Modernism fail to accept other belief or ideals. This panel may also suggest a lack of progress, where people who refuse to accept different or new ideas will remain stagnant, just like the man in the art.

The last panel is clear in portraying a period of self-reflection in the journey of Modernism.

Judgement: At first glance, I find that all 3 panels are weird as the actions do not flow. Washing a window, going against a wall and staring at a reflection. To people that do not think too deeply, it may not make sense and Tansey may fail to bring out the true meaning of the artwork to such audience. 

However, upon closer and deeper analysis, I feel that Tansey manages to capture the different scenarios of Modernism with 3 panels. He also manages to intrigue his audience as there can be other interpretations to his artwork.

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In-Lecture Exercise A

Portable Spotify Speaker: Why suffer the hassle of having to connect a bluetooth speaker to your device?

Music helps me to focus while doing work... and I don’t want to waste precious work time trying to connect my devices to my bluetooth speakers.

HOW IT WORKS (just like any other touchscreen device, tbh):

- Power button on the bottom right of speaker

- Connect to the internet through wifi or a data SIM, and then link your Spotify account!

- Start playing your music – BLAST AWAY!

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Hello!

I am Benjamin.

This is a space for my NM3217 exercises and assignments – keep a lookout!