— AlexiaKay

Visual Language

I started this assignment by thinking about my logo. I started sketching my initials and played with different shapes with the “A” and “K”. Some were more linear and geometrical and some were more playful.

I then started drawing my own doodles which I naturally do all the time and started thinking about how these shapes, that I naturally create every time I literally grab a pen and paper, really communicate something about my personality. So I wanted to incorporate these doodles somehow in my logo. I started filling the negative space of my initials and somehow these triangle and rectangle shapes created from this negative space matched the shapes that I usually make in my doodles. That is how my logo was created.












In the side of my business card that doesn’t include my information etc., I wanted to find a way to show my interests because I believe that the purpose of a business card, apart from exchanging information, is for anyone to understand what is your personality like and unfortunately, most business cards don’t achieve that. Especially since I am interested in so many different things, I wanted to find a way to really convey this through my personal card. I started writing words that describe me and subjects that I am interested in. Then I started separating words and letter and included symbols that we use in code (like + && //) and I really liked the effect. I used the Lucida Console fonts which are the fonts used in code in order to create this technical feel in the card.


I decided to stick with pink as the primary color in my business card after being influenced by my “Color” assignment where I observed that pink was the most prominent color in my life. I think the contrast of pink and gray as well as the use of “coded” words communicate this diverse aspect of my personality and the intersection of art and tech.    Fonts: Quick Sand Regular


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I wanted to create a poster that communicates the “humanistic” view of what makes ITP special. For me what makes ITP special is diversity. We all come here at ITP with different backgrounds. We are artists, dancers, engineers, marketeers…anyone can be anything! We are also international. We all come from different countries and we create this wonderful mix of cultures. That’s what I wanted to communicate through this poster as well as the combination of art with technology; Two very different subjects that somehow work well together, just like everyone at ITP. We are different but we all collaborate in such a great and unique way.


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This is a collage I created from my daily life in the past 4 days in order to track the recurring colors of my life. I took pictures of outside spaces as well as food, clothes and some decorative elements in my apartment.


I created this color palette with the eyedropper which drew the colors from my collage. I designed this color palette in the shape of a chart to show which colors were most prominent. The color that really popped up in my pictures is pink. I looked up the symbolization of pink and found out that it represents friendship, affection, harmony, inner peace, and approachability. Pink also is the color for little girls. It’s interesting because I am a person who is very much tied to my childhood and have always remembered those years as the best years of my life so this really might be the reason why pink is really a recurring color in my life.

Other colors that came up from my collage are neutral colors such as black white grey and beige. These are the colors that I consider as the background colors of my life. I always love wearing vibrant colors during the summer but when fall starts I just can’t wait to start wearing all those neutral colors, especially black. Black is a color that is mysterious and has a sense of power to it and I think I subconsciously like associating myself with these ideas. However, black is also associated with fear and the unknown which is something that I am always worried about.



So, I started observing the colors of my clothes to see if they coincide with the colors used in my palette and they really matched. I was so surprised by this discovery that I decided to do something creative with it. I divided my clothes based on the colors of my palette and put them in the washing machine. I was always intrigued by the colors that one can observe when the cycle spins, so I decided to capture this in this assignment using photography and playing around with the ISO and shutter speed.


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1 – Define Yourself Typographically


screen-shot-2016-09-27-at-10-30-05-amFont: Quick Sand Regular, geometric, modern, rounded characters with fine consistent line and vertical stress.



Font: Mr Eaves San OT. The ‘l’ (lower-case ‘L’) has a right-facing lower tail. The diagonal strokes of the upper-case ‘K’ meet in a ‘T’.


Font: Fira Sans. Very legible and clean. Thin lines with a nice small elegant curve on the descender. All characters seem stretched in terms of height.



Font: Essones. Transitional with vertical stress and structured design. The title of the “i” is very bold and the distinctive “y” reminds me of handwriting with a pen.


Font: Mrs Eves OT.  Vertical stress. Fine character strokes and thinner lines than usual serifs.



Font: Georgia.the ascenders rise above the cap height. Serifs are “heavier.” Not elegant but legible with bold characters.



2 – Expressive Words


“Security” Font: Myriad Pro, “CINEMA” Font: Verdana, “Focus” Font: Times

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It’s interesting when your perception starts changing, especially when you start seeing things that you constantly encounter in your everyday life in a different way. In this assignment, we were challenged to go around New York city and find examples of successful and unsuccessful signage. At first, it was challenging to find signs that were unsuccessful in terms of practicality and spatial orientation but when I started paying attention to every sign’s elements such as color, typography, composition, everything just fell into place.

What didn’t work:


This sign completely contradicts its name “simple” with its strange typography which is not simple at all. It took me more than 3s to read one word. Also, it seems like because of the “I” that looks like a type of pasta and the “L” that is designed to look like cheese, that this would be an Italian restaurant, but, guess what? This is actually a Japanese restaurant! Moreover, it’s funny how they use a knife and fork since it’s a Japanese restaurant and people usually use chopsticks.


I redesigned the ad using the News Cycle Fonts that I believe are very legible and communicate a sort of “simplicity” that is a very prominent characteristic of the Japanese culture. I was also inspired by the Ensō zen circle which symbolizes absolute enlightenment and the wholeness of the spirit in Japan and created thin elegant lines that kind of resemble chopsticks to build upon the image that this is a Japanese restaurant.


I also created this sign to play with simplicity not only using the classic Futura fonts but also using black and white which is so simple and at the same time so effective in terms of catching someone’s eye immediately.

Another sign that I found really confusing was this sign ⇓


First of all, there are 2 spelling mistakes. The first one is “Food” instead of “Foot” and the second one is “Rut” instead of “Rub.” It’s funny how they have another sign right under the yellow signs that have both spelling mistakes written in the correct way.


I started re-creating this sign by first thinking of eliminating the information. I think that “pain, stress and tension” could be removed since it’s obvious that when you get a back and foot rub it is because of pain and tension. I also though of removing the information for “men and women” because it is unnecessary, and changed the word “Rub” to “Massage” because it’s a more universal word that creates a softer overtone overall.


I then started thinking about the color and the fonts. Even though the designer’s intention is to catch your eye with the yellow color, it is a very unsettling color; Especially since this is a place where people go to relax. So I used white for the primary color of the sign. I started playing with some shapes with the pen tool and created this foot shape that I thought created an amusing and pleasant undertone for the sign. I used the “Coco-Mat” fonts from a greek mattress store called “Coco-Mat” which I love.


I continued experimenting with shapes and black and white and created this abstract shape which shows a figure lying on a massage bed. I used the classic “Futura” fonts.


This is another sign where really I believe no words are needed for this one.

What Worked:




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Image Choice

This print ad created by South African advertising agency Bittersuite and SANCOOB, a non-profit organization that aims to protect threatened seabirds, has been designed to alert the public about the rapid decline of the African Penguin population.


The ad has been inspired by the artwork of Dutch graphic artist M.C. Escher who’s work explores nature and features mathematical structure, reflection, symmetry, perspective, geometry and explorations of infinity.


Escher’s “Metamorphose”, woodcuts 1939-40, 1967-68


One of the things that really drew me to choose this ad for this project is the mind-bending optical illusion that the artist has created, which is generated from its compelling symmetrical structure. On the very top of the ad one can see the penguins in their full physical form and the grid is symmetrical and everything seems to be “in harmony.” However, as the penguins come closer to each other their shapes and forms slowly start distorting and dissolving. It seems like they are no longer portrayed as penguins but as “objects”, conveying the message that humans have failed to care about them. It is interesting to see that as the penguins start “falling”, the grid stops having the same symmetry and structure. It seems like the designer wanted to intentionally communicate the lack of structure and the lack of shape and form compared to the beginning. Towards the bottom of the poster the penguins start gaining their features again but there is only one left in its full original form, strongly conveying the message that there is only a very few penguins left and we need to protect them before it’s too late.


Horizontal lines have equal spacing in the beginning and then the spacing changes and becomes inconsistent when the penguins start “falling.”





Experimenting with different types of grids. Diamond shapes are formed.


Experimenting with vertical lines. “Cutting” the grid in the edge of the penguins to find again the difference in symmetry and the contrast between the first half and the second half of the image.


The artist plays on positive vs. negative space with the use of black and white color which echoes the look of the penguin and challenges the viewer to see the transition of the penguins from alive to dead.












I did some experimentation with black and white white. It is interesting to see how the colors slowly transition from white to black. This made me think of the symbolism of light vs dark, life vs death, that makes the message of the ad even more powerful.


Sanccob is using Source Sans Pro fonts in all of their communication. This way they are consistent and successfully convey their brand identity. The size of the text is small because the designer gives more emphasis on the image and the visual and then supports the visual with the slogan: “See the reality before it’s too late.”


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