Design Principles | TASK 2 (Visual Analysis & Ideation)
- 26/2/2026 - 11/3/2026(Week 3 - Week 4)
- Design Principles(GCD60804)
- Takeguchi Shunta/0386416/Bachelor of Design in Creative Media
TABLE OF CONTENTS
INSTRUCTION
TASK RECAP
- Write Observation, Analysis, and Interpretation(300 words each) of the selected artwork in task 1.
- Create 3 sketches utilizing the principle of the selected artwork.
- Attach rationale 30 words rationale about the sketches.
VISUAL ANALYSIS
Figure 1.1
Title: Coca-Cola logo
Designer: Frank Mason Robinson
Year: 1885
Size: 500 × 175
Medium: logo
Observation
In this text-based graphic design, the text is colored
with a strong, vivid red color. It is tilted to the
right, and looks italic font.
Both of the 2 'C' letters are displayed bigger compared
to the other letter, which looks like they are supposed
to be capital letters. The line at the end of the first
'C' is extended to the right direction. The contrast of
line thickness is strong toward the end, it gets
thicker, then thins and disappears.
Above the extended line of the first 'C', there are
three letters, 'o', 'c', and 'a'. The thickness contrast
can also be seen here, especially with the letter 'o'.
The left bowl curve is thick, but the right bowl curve
is thin, and the thickness gradient is happening
there.
The letters 'o', 'c', and 'a' are smoothly connected by
connecting stroke, which appear in cursive letters. The
connecting strokes are connecting from the top left bowl
curve of the 'o' to the spine of the 'c', and from the
terminal of the 'c' to the right bowl curve of the 'a'.
The letter 'a' stem ends with points upwards.
Between the 'Coca' and 'Cola', there is a dash, but it
is very short. It is shaped like a rhombus with the base
placed horizontally. Also, it is placed at almost the
same height as the apex of the stem of the 'a' on the
left side.
The second 'C', which starts 'Cola', has a different
design from the first 'C'. The top, beginning line of
the 'C' is extended to the right direction, drawing a
curve and making a full circle. After drawing a circle
above the letter 'o', the line gets thicker quickly, and
goes through the circle which is made by the extended
stem of the letter 'l'. The line thins, points upwards,
and disappears. The bottom, ending line of the 'C', is
also extended, drawing a gentle curve. The curve gets
thicker towards the end.
The second letters 'o' and 'a' look the same design as
the first time, but they are placed lower, since the
'o', 'l', and 'a' are sitting on the baseline of the 'C'.
For the 'l', the beginning stem is extended and merges
from the connecting stroke of the 'o'. The ending stem also
merges with the left bottom bowl curve of the 'a'.
Analysis
As I mentioned in task 1, the Coca-Cola logo uses the
Principle of Movement. It is happening by the extended
lines, which look like ribbons. The extended lines of
the letter 'C' and the connected strokes of the small
letters: these smooth, natural lines give us a sense of
movement. Especially the extended lines of the letter
'C' are continuing until the small 3 letters end, they
are placed differently, below and above the letters, but
navigate viewers to the movement of the logo. The
extended lines move towards the right direction, so it
does not allow our eyes to stop, encouraging us to
travel along, flowing from left to right, just like when
we write letters quickly. Also, the italic looks,
right-tilted letters add a sense of speed, create a
comfortable rhythm in the overall visual. Furthermore,
the change of thickness of letters also contributes to
creating the movement. The thick parts, as if heavy
pressure had been applied, and the extremely thin parts,
as if the pen had been slid across them, appear
alternate, and the eye rides these waves of strength and
weakness, repeatedly accelerating and decelerating,
creating a dynamic movement.
The vivid red color uses the Principle of Contrast. This
logo is often used in conjunction with black and white,
but the bold red stands out in both colors and creates
an effective color contrast. Also, the strong red
emphasizes the logo and successfully gets the attention
of viewers.
It also has a sense of Repetition. The capital 'C' in
the beginning, and the following 3 letters are repeated.
The large curve of both capital letter 'C' and connected
strokes of small letters uses the Principle of
Repetition. Therefore, viewers get a feeling of
organized, clean repetition, split by the dash in the
fulcrum. Additionally, the extended lines of 'C' are
repeated almost in parallel; the first 'C' is below the
following letters, and the second 'C' is above them.
Interpretation
The logo expresses the theme movements the most. The
designer was inspired by the typeface 'Spencerian
cursive' and created this logo. He intended to have a
unique, effective, and dramatic style by using the
typeface. Indeed, there aren't many corporate logos
designed in cursive. And the movement that this cursive
typeface makes matches the beverage. This typeface with
movement evokes the image of a smooth liquid as it pours
into a glass and goes down your throat. A static, linear
logo may not convey the freshness and dynamism of liquid
as much as this logo. Furthermore, a solid, stately logo
conveys a sense of tradition and authority, but at the
same time, it also signifies stasis and fixity. In
contrast, a logo with movement symbolizes an active
attitude that evolves flexibly. This is consistent with
the brand image that Coca-Cola has built through its
marketing in recent years.
The contrast of the red in this logo makes a statement
in any situation. Consumers instantly associate this red
with cola, and once they recognize the curved logo, that
association is confirmed. Coca-Cola uses this red
extensively on its products, leaving such a powerful
impression. This has something to do with history: in
the late 19th century, heavy taxes were imposed on
alcohol in the United States. Coca-Cola began by
painting its transport barrels red so that tax officials
could easily identify it as a soft drink. Even though
times have changed, it's a color that continues to
attract a lot of attention. Furthermore, red is
scientifically said to stimulate appetite and even heart
rate, making it the perfect color to encourage
purchases. This red is not only the red of Coca-Cola,
but also seems to be used as a means to share positive
images, such as excitement and elation.
In conclusion,
the Coca-Cola logo represents the image and feeling of
the fresh beverage, and the strong red color adds impact
to show the energy.
SKETCHES
I needed to draw 3 sketches utilizing the
principle in the selected artwork, so they
would show movement. contrast, and
repetition.
I struggled with coming up with the idea, since the subject could be anything, so it took
time to decide what the subject would be.
The idea that first came up was to create an
existing company of product logo transforms
to the Coca-Cola style. I tried it with the
Kit Kat logo, since it is a repeat of 2
similar words like Coca-Cola.
Figure 2.1
Kit Kat package idea
However, the teacher mentioned it should be
something with meaning; the alternative Kit
Kat logo is not a meaningful artwork.
Therefore, the teacher showed me a
direction, which was to create a dramatic,
playful Kanji typography, like the artwork
below.
Figure 2.2
Sample artwork
First, I chose the word
'永遠’, which means forever, infinity. I
expressed the meaning by the curved extended
lines. I also included
the infinity symbol '∞'.
The movement principle is especially in the
extended lines towards the bottom right. The
repetition principle is in the curved lines
and circles.
Figure 2. 3
Sketch 1
The second sketch is '雨傘'. It means,
umbrella, I deformed the kanji and made them
look like umbrellas.
I drew the lines of rain to show the sense
of movement.
The repetition is there with 2 umbrellas
and the 4 water drops.
Figure 2.4
Sketch 2
The last sketch, '山道', means mountain trail. I imagine it is the mountain, and there is a trail towards the summit. The trail was made by extending and connecting the strokes.
The movement principle is expressed by the
winding trail, and it also expresses the repetition principle.
Figure 2.5
Sketch 3
FEEDBACK
Week 3:
The sketch should be something with typography, since I chose the Coca-Cola logo.
Week 4:
The sketch should have a meaning, not just
an artwork. It may be a good idea to use
Kanji typography, applying principles to
the Kanji.
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