Art Direction: Project 1

on

23/09/2025- 04/11/2025 (Week 7-Week 10)
Lizzie Tanaka (0362065)
Art Direction | BDCM | Taylor's University
Project 1

LECTURES AND INSTRUCTIONS

Week 7
This week, we were briefed by Mr. Kamal about our final project, which was to produce an art guide. Since our proposal has been approved, we already started working on our design execution. 

For this part of the project, I was in charge for the logo. The goal of the logo was to slip in a symbolization of a lens or a glasses. From last week, I've sketched a few ideas and collected a few inspirations. 
I had a pretty bad creative block and none of the ideas worked and I couldn't ideate a single sketch idea that I liked. Most of the ideas were basically just the E's facing each other to symbolize mirroring. But I thought that this would make the logo unclear and less readable. Either way, I still started digitizing it to see how it looked.

One idea I had and digitized immediately was to use curves within the logo as a symbol to 'lens.' I explored a bit using a multiple typefaces and settled with Paralucent Condensed. Our logo direction has to be aligned with our overall art direction rationale which is to deliver a result that is modern, simple yet also bold. 

My main concerns were overdoing the symbolization that it looked too 'literal' meaning it wouldn't align to our goal of having a modern and simple logo. A mistake I realized too late was not confirming the capitalization of our logo and our app name. 

I curved a few letters, making it seem like one is overlapping another letter but it did take a few changes and edits to finish with a result that I somewhat think was good enough to be consulted. 

Fig 1.2 Exploration
After a few iterations as seen above, I finalized the first logo draft to be shown to my teammates and also during consultation in Fig 5.5. I also made some logomark drafts that I thought could be used for the app icon. 

Fig 1.3 Logo Draft


Here's where my mistake appeared because apparently the logo had capital R and an all caps LENS. Meaning I had to re-do the curve. For consultation purposes, I decided to just show the main primary and secondary logo to get them approved first. 

Fig 1.4 Logo Draft

Feedback from my teammates was that the curve was too much and it made the logo less readable. Mr. Kamal also pointed out this issue and suggested that it needed more refining. However, the general idea is approved. So I moved on to refining this logo. 


Week 8
The following week, I drafted this version with a lot less curve to ensure the readability. This logo, at the end, isn't approved because I had to use the same typography that was already chosen which was Momo Trust Sans. 

The logo, per Edita's input, also felt a bit too playful with the bold font and the curve. And since we wanted the logo to feel more sophisticated and not playful, we eventually scrapped this draft this worked on a new draft with a similar direction but using Momo Trust Sans. 
Fig 1.5 Logo Draft

This week, we also had to submit our Project 1 so we submitted our progression on the project, including this logo draft. 

Final Submission


Fig 2.1 Figjam

Fig 2.2 Proposal


Fig 2.3 PMD Group

FEEDBACKS

Week 3
- We can try getting a permission on the schedule of the interview with the art director
- Project 1 idea: Trying glasses virtually. It is accepted but we would need to modify so that it has something different. 

Week 4
- Our topic and chosen SDG are good to go. Can proceed. 

Week 5
- Rethink the final output for the art guide

Week 6
- Chosen company was unique, could be better if there is more example of how the entire process looks.

Week 7
- Progress is fine so far
- Define the task for all members. Make sure everyone has the same amount of workload

Week 8
- Make the art guide more comprehensive, should provide more explanation about the work
REFLECTIONS:

Overall, this task has taught me more about the process of how an idea turns into a creative solution to an issue. It gave me clearer view into the workflow. This phase also taught me how important it is to be really clear with our communication within the group so misunderstandings can be avoided and the workflow is a lot smoother.

Nonetheless, I'm excited on what is coming next. 




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