BRAND CORPORATE IDENTITY // TASK 02
BRAND CORPORATE IDENTITY // TASK 02
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
Lecture 4: Brand Ideas
✧ A brand idea is the higher purpose of a brand or organisation, that goes beyond the product and the serbices it sells (WWP, 2012).
✧ Things that are essential to the creative process:
✧ Vision
✧ the basis of the best brands is a compelling vision articulated by a leader whi is effective, articulate & passionate
✧ Meaning
✧ the best brands in the market stand for something, a big idea, a strategic position, or a defined set of values
✧ Authenticity
✧ having clarity about its market positioning, value proposition & competitive differences.
✧ Differentiation
✧ the competition with others in the category to catch consumer's attention, focus & loyalty
✧ Sustainability
✧ the ability to have longevity in an environment in constant flux & characterised by future permutations.
✧ Coherence
✧ the familiarity a customer experiences from a brand & to have the desired effect to build trust & loyalty to the consumers
✧ Flexibility
✧ an effective brand identity positons a company for change & growth in the future that involves an evolving strategy
✧ Commitment
✧ the engagement with the brand to have complete motivation & dedication in order for it to succeed.
✧ Value
✧ the measurable results needed to be created that promotes & sustains the brand
Lecture 5: Brand Positioning
✧ Brand positioning is the process of positioning the brand to customer's minds
✧ Refers also to brand strategy, positioning strategy or a brand posiotning statement
✧ 4 types of positioning strategies:
✧ Arm wrestling
✧ brands try to challenge other market leaders & beat them
✧ example: coca cola VS pepsi
✧ Big fish, smaller pond
✧ focus on what is the niche market within a larger market that is being underserved
✧ Reframe the market
✧ involves the reframing of an existing market in new terms
✧ Change the game
✧ when there is no market category for a particular service, creating own service & market
✧ example: grab & uber
✧ Brands must identity its uniqueness & differentiates it from other competitors in order to determine brand positioning
Positioning vs Differentiation
✧ Positioning is a strategic process that marketers use to determine the place & offering should occupy in a given marker while differentiation is the process of a brand or business use to make a proeuct or service stand out form its competitors.
✧ 4 essential elements of positioning statement:
✧ Target Customer
✧ Market Definition
✧ Brand Promise
✧ Reason to Believe
INSTRUCTIONS:
EXERCISE
TASK 02 (A): Logo (30.08.2022)
✧ This task examines our ability to observe brands in our surroundings or from online.
Fig 1.1 Logo Analysis
TASK 02 (B): 花花 HUA HUA
✧ This is one project that I'm looking forward to working on. To determine the direction of the logo, we first needed to do a short write up about 3 possible occupations that we are interested for the branding.
Fig 2.1 3 Career Options
✧ I presented my options, Ms Li Lian suggested to go towards either the Florist or Wedding Planner route. In the end, I ended up choosing Florist!
✧ Week 02 task: 20 sketches for your brand // brand name & business mind mapping
Mind Map: (11.09.2022)
Fig 2.2 Business Mind Map
Fig 2.3 Brand Name Mind Map
Fig 2.4 Extended Brand Name Mind Map (20.9.2022)
Mood board:
Fig 3.1 Mood Board
1st Logo Sketches: (11.09.2022)
Fig 4.1 & 4.2 Logo Sketches - the 1st 20 logos
✧ Consultation for logo sketches for me personally is a vital part of the branding process. Because I have buried my head in these ideas for a few days, a pair of fresh eyes would be able to judge the sketches a lot better.
✧ The chosen candidates to pass through the "knock out" session are: (left, first row) #2, (middle) #10, (right, last row) #19 & #20
2nd Logo Sketches: (20.09.2022)
Fig 5.2 2nd Logo Sketches - 20 logos
3rd Logo Sketches: (27.09.2022)
Fig 5.3 3rd Logo Sketches - 20 logos
1st Digitalised Logos:
Fig 5.4 Ai Artboard
✧ I roughly created some digital logos based on the ones that had potential to be the actual logomark.
✧ While in consultation with Ms, she pointed out the design i made (circled in red on the left) that had potential and advised me to further explore it.
✧ The strokes for the right digitalised logo needs more working out, play with the strokes and see what i can come up with, same with the left bottom digitalised logomark.
2nd Digitalised: (28.09.2022)
Fig 6.1 2nd Digitalised WIP
✧ Final shortlisted logos
Fig 6.2 Draft Digitalised Logos
Fig 6.3 Chosen Logos + Font Choices
Amendments: (04.10.2022)
Fig 7.1 Final Logo Direction
✧ For the final consultation on this task, Ms suggested i go with Fig 7.1 as the final logomark as it aligns the most to the brand and what it stands for.
Fig 7.2 Notes taken in class of the requirements
Fig 7.3 Submission WIP in Ai
Fig 7.4 Ai File preparation for GIF in Ae
✧ GIF Direction:
1. the word ’花花‘ jumps out
2. flowers rotate from left to right, growing bigger by the moment. repeat loop
3. leaves from small to big. repeat loop.
4. HUA HUA word pops for 1 sec after everything has appeared out.
Fig 7.5 Ae Logo GIF Workspace
TASK 02 B Requirements: (04.10.2022)
1) Logo in BW, reverse & colour
Fig 8.1 Logo in BW
Fig 8.2 Alternative Logo in BW
Fig 8.3 Logo in Reverse
Fig 8.4 Alternative Logo in Reverse
Fig 8.5 Logo in Colour
Fig 8.6 Alternative Logo in Colour
2) Logo space rationalisation & clearspace
Fig 8.7 Logo space rationalisation
Fig 8.8 Alternative Logo space rationalisation
Fig 8.9 Logo clear space
Fig 8.10 Alternative Logo clear space
3) Logo with strapline
Fig 8.11 Logo with strapline
4) Logo with rationale (brand ideals)
Fig 8.12 Logo with rationale
5) Logo min. size
Fig 8.13 Logo minimum size
6) Primary & Secondary colours
Fig 8.14 Primary & Secondary colours
7) Logo’s or brand’s typeface
Fig 8.15 Logo's typeface
8) Patterns derived from logo
Fig 8.16 Pattern #1
Fig 8.17 Pattern #2
Fig 8.18 Pattern #3
9) Logo Animation (Gif)
Fig 8.19 Logo GIF
Final Submission (12.10.2022)
Fig 9.1 Final Submission PDF
Fig 9.2 Logo Final GIF Submission
FEEDBACK
Week 02
✧ I presented my options, Ms suggested to go towards either the Florist or Wedding Planner route. In the end, I ended up choosing Florist!
Week 03
✧ Brand Name mind map needs more working, include more words, items to inspire more ideas for the brand
Week 04
✧ Consultation for logo sketches for me personally is a vital part of the branding process. Because I have buried my head in these ideas for a few days, a pair of fresh eyes would be able to judge the sketches a lot better.
✧ The chosen candidates to pass through the "knock out" session are: (left, first row) #2, (middle) #10, (right, last row) #19 & #20, Fig 4.1 & 4.2.
Week 05
✧ The chosen candidates to pass through the "knock out" session are: (left page, first row) #2, (left page, last row) #4, (right page, first row) #1 to #4, Fig 5.2.
Week 06
✧ While in consultation with Ms, she pointed out the design i made (circled in red on the left) that had potential and advised me to further explore it.
✧ The strokes for the right digitalised logo needs more working out, play with the strokes and see what i can come up with, same with the left bottom digitalised logomark.
Week 07
✧ For the final consultation on this task, Ms suggested i go with Fig 7.1 as the final logomark as it aligns the most to the brand and what it stands for.
Final Overall Feedback From Ms Lilian
✧ Good study on chosen brand logos in its various categories. Demonstrates independence in learning by documenting evolution of some selected brand logos. Good effort completed with citing sources and reflection upon research for analysis. Do indicate the reference measurement of x height taken for clearspace. Overall process reflects consistency and technical ability through sketches as well as digitization of logo space rationalization. Mayhaps can also indicate the clearspace for the logo with strapline. Slight enlargement of components from logo gif may not be well suited to the brand identity. Otherwise, good job.
REFLECTIONS
Experience
Heading into this module with a bit of knowledge about logo making gave me an upper hand in some of the subtasks for this particular task. In previous advanced typography module, we were asked to come up something similar--a logo of your own based on a chosen occupation. The differences between both modules, is that, in brand corporate identity, we get to have more time and explore more elements of the logo design. Which helps to solidify the brand & what we would want the logo to associate with.
Observations
Simple logos are actually some of the harder logos to make, as it requires a lot of thought process and calculation. For my logomark, the thing I left out while in the first few digitalisations were the calculation of each curve and circles. I had to race back up from zero to recalculate all the grids and curvature of my logo. It was tricky, but i managed to complete it to a point where personally, i am satisfied with.
Findings
The push Ms Lilian gave us to complete 20 logos each week was actually a very good strategy for us to think more and brainstorm more ways to craft our logos. It's like a chicken in a marinated sauce... (it might sound weird but this is how i felt the process was) and like all marinated chicken, the end result is a tasty chicken = a decent and good logomark for us.
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