BRAND CORPORATE IDENTITY // TASK 01
BRAND CORPORATE IDENTITY // TASK 01
Rebecca Thoo Hui Ying / 0350359
Bachelor of Designs (Hons) in Creative Media
Brand Corporate Identity Task 01
Bachelor of Designs (Hons) in Creative Media
Brand Corporate Identity Task 01
LECTURES
Lecturer 1: Introduction
✧ Brand Corporate Identity is an integral part of the graphic design discipline as it focuses on the visual integrity of a brand.
✧ Generate a word mark & eventually creating a brand identity
Lecturer 2: Brand
✧ A brand sets a seller's products or services apart from competitors or other sellers
Branding is about owning the company's values & represents, earning customer trust & loyalty through the words, action & story
Brand Identity
✧ The image or messaging associated with the product, service, organisation or person
✧ A collection of all elements that a company creates to portray the right image to its consumers
Branding
✧ The process of giving meaning to a specific organisation, company, products or services by actively creating and shaping a brand in consumer's minds.
✧ Branding strategy is designed by organisations to help people to quickly identify & experience their brand, further giving them reasons to choose their product over the competitor's.
- Brand definition: purpose, values, promise
- Brand positioning statement: what is the brand, who is the target audience, the benefits of the brand, a concise statement
- Brand identity: name, tone of voice, visual identity design
- Advertising & communications: TV, radio, magazines, outdoor ads, website, mobile apps
- Product design
- Sponsoring & partnerships
- In-store experience
- Workspace experience & management style
- Customer service
- Pricing strategy
Benefits of Branding
✧ Stands out from the market
✧ Gives Credibility
✧ Customer loyalty & returning customers & referrals
✧ Branding = Consistency
✧ Gives confidence to your business
Lecturer 3: Types of Marks
Logo
✧ A logotype is a logo centered around a company's name or initial (sometimes called a wordmark)
✧ A logomark is a logo centered around a symbolic image or icon
✧ A combination mark is a mixture of words & symbol (or called a signature)
Monogram
✧ A motif made by overlapping/ combining 2 or more letters to form a symbol
Heraldry
✧ A general phrase that covers the design, display & study of armorial bearings
✧ Used to distinguish individuals, armies, institutions & corporations
✧ Represents symbols, seals & flags that represent royalty, armies or empires that composite the visual elements of heraldic symbols that are Euro-centric
✧ Elements to include:
✧ Crest: representing a family/ corporate body, borne above the shield of a coat of arms
✧ Coat of Arms: a distinctive heraldic bearing or shield of a person, family, corporation or country
✧ Insignia: a badge or emblem that distinguishes military rank, office or membership of an organisation
Mark
✧ Referring to an impression made on something (eg: paper/ wall/ wood)
✧ Signify ownership or identification
✧ Represents quality, ability & skill levels of their creator
✧ Trademark: a symbol, word legally registered or established by use as representing a company or products and its used for identification.
✧ Service mark: A trademark used in the US & some other countries to identify a service rather than a product
INSTRUCTIONS:
EXERCISE
TASK 01: Breaking Band
✧ We were tasked to form a group of 3 to kick start the first task of the semester. We are to pick a brand and analysis them in detail according to the guideline given in the brief, which are categorised into 2 parts:
A) BRAND PROFILE
1. Description: Summary, Target Market/Audience, The Offer, Specific Benefits2. Brand Value: Retailer's & Customer Perspective
3. Brand Positioning: Why This Brand & Not Competition?, Target Market, Competition
4. Unique Selling Proposition (USP)
B) EXPANDED BRAND PROFILE
1. Description: Founder, location, history
2. Benefits
3. Target Market: Geographic, Demographic, Psychographic, Behavioral Segmentation
4. Competitive Differentiation
5. Pricing
6. Distribution
7. Brand's Positioning Statement
8. Brand's Voice
9. Brand's Communication Strategy
✧ Groupmates for Task 01: Myself, Loh Shu Huan & Tee Yi Qing.
While brainstorming for a brand, we first needed to narrow down to which industry we would like to explore on. We settled on the perfume industry which led us to choose Diptyque.
Fig 1.1 Breaking Brand - Diptyque
Group Research (30.08.2022)
Fig 2.1 Workload distribution
Final Breaking Brand Research Document (13.09.2022)
Individual Presentation Slides (13.09.2022)
FEEDBACK
Week 01-03:
Lecturer's Feedback: No specific feedback
REFLECTIONS
Experience
Through this group project, I got to know more in depth about Diptyque and it's history. It was interesting to know every aspect of how the business came about. It intrigued me to know their fragrances were inspired by a certain time space, location and flowers.
Observations
When we first decided on the brand, we went through website links to have an inkling of what we could find on the brand. It was not easy for us as it is a brand that had vague or very less content that we could use. However, the team stuck together and we looked to searching the brand's information on articles that the person in charge of the brand gave an interview on. This proves that we could get reliable source and to ensure the data we are putting in is on the right track.
Findings
For my portion of the project, I had a lot of fun knowing about the different communication strategy the brand used. It was inspiring to see the brand collaborating with artists of all sorts to promote their products. They put emphasis into using natural products, this is also reflected in the campaign and the artists they have chosen to worked with.
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