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ETERNALLY
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My Final Animation
Overall I am happy with the result that I got from creating my Kinetic Type on my chosen speaker, Steven Adams. The pace, typeface and the colours compensates each other while being appropriate for the audio script.
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Audio Assets
To make my Kinetic Type more interactive, I added audio that I've downloaded from Freesound.org. The three audio files that I added into my animation are:
The sound effect of a bouncing basketball - This sound was used during the end credits with the basketball bouncing illustration
Fans at Basketball Game - This audio was used as a background sound for my animation. It makes it more immersive and makes the reader feel like the audio was recorded during a basketball game. The audio creates a competitive and lively atmosphere which goes well with my chosen text.
Swoosh - This sound effect was used for text transitions, it creates the emphasis of a basketball being thrown across at a high speed.
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Breathe Animation
In Steven Adams Speech, the part where he said "but again it's still" there's a sigh after the word "still". I decided to animate the text which emulates his sigh by increasing the scale of the text and back which also visualises the animation of breathing out.
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My Second Illustration
My Second Illustration is a brain which I placed in the frame where Steven Adams said in his speech "play with a really good mindset" Instead of adding the word mindset in my animation, I decided to visualise the word mindset by adding my illustration of a brain right when he said mindset. The idea and intention behind this is to make the animation more fun and engaging.
Instead of sticking to the colour palette, I decided to be cheeky and incorporated another colour to create hierarchy.
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My Illustrations
To make my kinetic type more fun and interactive, I incorporated two illustrations that I drew on Adobe Illustrator using the pen and shape tool. The first one is an illustration of a basketball which was animated during the end credits of my kinetic type. The ball bounces to the ground and back while the texts are animating. The ball stops after the text animation comes to a hold.
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Final Colour Palette
I have chosen 3 colours as my colour palette for my kinetic type:
Black, Orange and Cream
These are the three distinctive colours that represents basketball, the sport which Steven Adams play.
I decided to narrow down my colour palette to only 3 colours to create a clean and classic design while being effective and bringing the message across.
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Typography revisit
I went back on Adobe Fonts and found alternative slab serifs that has different weights
One font that I found is Bree Serif designed by Veronika Burian
The font is described as energetic and mature which fits well with the personality of Steven Adams.
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Feedback from Class
We were given constructive feedback on our kinetic type from our tutors. The main feedback points were:
Timing and speed - The text seemed difficult to follow and read due to the fast animation
The weight of the text - There's only one weight, try and pick a font that has a variety of weights to show hierarchy and emphasis.
Layout and composition - The composition seems to be all over the place, making it difficult to follow. Try and centre the text in the middle of the frame so it's easier for the viewer to read.
I took in all these feedbacks and try and revisit other slab serif type that includes different weights as well as revisit my composition.
In regards to timing and speed, I found it quite difficult to reduce the speed of my text due to the nature of Steven Adam's speech and his talking speed. However, I will try and rearrange and rethink my placement of texts to make it easier to follow.
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Kinetic Type Test
I started playing and testing around with the texts on after effects after I storyboard the potential layout. I imported the audio clip as well and try syncing it with the text.
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Typography Research
The choice of fonts for my kinetic type is very crucial as it helps to convey the message of my speaker, Steven Adams.
As learnt from previous lecture, fonts can convey moods, feelings and tones. I want to pick the most appropriate font that goes well with Steven Adams.
Through research, I have found that Slab Serif is the most appropriate font style to use.
Slab Serif is a kind of serif typeface that has thick squared off serifs. Slab Serif's are modern as well as being associated with boldness, assertive, strong and masculine. These font characteristics describes the characteristics of Steven Adams, as he is perceived as being bold, strong and masculine.
Slab Serif's are often used for branding and logos
I looked into some existing Slab Serif fonts on Adobe Fonts and filtered it by style classification and tag. One of my approach is to have similar style as the Memphis grizzlies.
When analysed, the Memphis Grizzlies text has smooth angles and with sharp corners with serifs removed from the previous logo design. The Memphis text has a inline text style. The font was customised specifically for the team.
I also looked into some typefaces on Adobe Fonts that shares similar style to the personality of Steven Adams.
Steven Adams is known for his strength, physicality and rugged playing style these qualities can be represented by the style of Slab Serif fonts.
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Week 11 - Feedback and Critique
Don't be too literal
Applying easing in and easing out for the animation
Think about the pacing to add the punch
Text is dragging too long, think about the speed and the timing of the key frames.
Have a look at Anticipation (Applied to text) on the PDF
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Storyboarding
I started storyboarding and laying out my first initial animation for my chosen text. I used the keywords that I highlighted and attempted to draw out the animations which will later be worked on in Adobe After Effects.
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Highlighting Keywords
To begin my animation testing, I've highlighted the main keywords in the text to explore and play around with. I wanted the animations to be relevant and appropriate for my chosen speaker (Steven Adams), while also describing the keywords using animations and illustrations to enhance the meaning.
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Research into colours
To decide colours from my Kinetic Type, I looked into the colours that represents my chosen speaker, Steven Adams.
Colours from Basketball
Since Steven Adams in a well known basketball player, I looked into colours of basketball as well as the environment of where the sport is played (Basketball Court)
The basketball colour is often associated with a warm orange corresponds to the hex code of #ee6730 and #f88158 and black which corresponds to the hex code of #000000. The two creates a nice contrast for the background and the text as well as illustrations.
The Indoor basketball court are often associated with a cream like colour for the wooden, polyurethane flooring, an example is shown like the one Steven Adams was played on. (Refer to image below) I looked into where Steven Adams and the Memphis Grizzlies play their games at and I found the FedExForum. The FedExForum is a multipurpose arena located in Memphis Tennessee and is also home of the Memphis Grizzlies of the NBA. The arena is capable to seating 18,119 for basketball.
The Arena (Refer to image 2) has a cream and a light shade of blue for its flooring when the Memphis grizzlies has a basketball game.
I went onto adobe colours to create a colour palette, combining the basketball colour as well as the colours of the FedExForum Arena court.
I very like the colour palette as it has contrasting colours as well as warm and cool colours.
Colours from Memphis Grizzlies
To further into my colour research, I did a colour research on the basketball team of Memphis Grizzlies. The colour palette refers to the latest team logo design back in 2018. The colours are outlined below.
The Grizzlies blue and the Grizzlies navy was used predominantly for the background, the mascot as well as the typography. The navy and blue creates a subtle gradient while retaining the clean and simplified look.
The Yellow which is called the Grizzlies yellow, was used for the bear's eyes to make the eyes glow from the darker colours of blue and navy. The intention behind the colour choice was to make the grizzly appear as aggressive and dangerous.
The colour grey was used for the outline of the grizzly mascot. The grey replaced the smokey blue colour founded in the former logo design.
Colours from the transcript
To expand on my colour research, I explored colours that can represent the transcript from Steven Adams.
The transcript talks about winning a championship competitively as a team. Steven Adam's quote creates the feeling of competitiveness as well as being the best of the best while having the spirit of teamwork.
Because the championship refers to the NBA in the case of Steven Adam's Script, I decided to look into the colours of the NBA championship finals logo.
The colour choices behind the NBA logos has significant meanings as well. The colours that are used in the NBA logo are Red, Blue and White. The red represents the energy and passion of basketball it symbolises the energy and the intensity of the game.
The Blue represents the elegant style of the game, it symbolises the grace and skills that players bring into the court.
The White represents the purity and clarity of the game, it symbolises fairness and respect which are essential in sportsmanship.
The additional colours that are used in the logo for the championship finals are the colour Gold and the Black used as the text "Finals"
The colour Gold represents champion and high status.
I created the colour palette on Adobe colours and I like how it turns out.
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Evolution of Memphis Grizzlies logo designs
My Speaker, Steven Adams plays for the Memphis Grizzlies in the NBA. I decided to look into the history of their logo designs.
The Memphis logo consists of a threatening bear. The scary, dangerous looking bear mascot creates the atmosphere of courage, endurance and the desire to win.
Memphis grizzlies former name back in the 1990's was called Vancouver grizzlies, inspired by the Canadian city due to that fact that the Canadian city of Vancouver owned the NBA Franchise. The team arrived in the NBA in 1995. The name Grizzlies was named due to the fact that there are a lot of grizzlies in western Canada and are considered as a totem symbol to local Indians.
When the 2000 - 2001 season ended, the team moved to Memphis, Tennessee in the states and the Vancouver name was replaced by the city name of Memphis as well as minor colour modification to its logo by increasing the brightness and contrast of the colours.
The first significant redesign took place in 2005 with a new form of the bear as well as the colours from shades of green and brown to shades of blue to compensate the new rebranding of the team.
In 2018 the team redesigned its logo with darker shades of blue with a grey outline of the mascot as well as the change of font by removing the serifs and changing the text alignment.
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