23/09/24 - 00/00/24 (Week 1 - Week 4)
Andrea Choo Qin Hui (0366959)
Andrea Choo Qin Hui (0366959)
Brand Corporate Identity / Bachelor of Design (Hons) in Creative
Media
Task 1 : Breaking Brand
INSTRUCTIONS
LECTURES
Week 1: (Introduction)
Brand Corporate Identity is an integral part of graphic design discipline as it focuses on
the visual integrity of a brand.
Week 2: (Brand)
While many brand and marketing experts and senior designers have a basic
understanding of what a brand means, most designers may find themselves confused.
・What is a Brand:
The term 'Brand' derives from the Old Norse world brandr or 'to burn' and refers to the
practice of branding livestock, which dates back more than 4,000 years to the Indus
Valley (aka Indus Valley Civilisation).
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| Figure 1.1 Indus Valley Civilisation Map |
・What is Brand Identity:
The gut feeling is one aspect of the brand's identity, the other is its 'visual identity' which
helps to manage the message or image or gut feeling. Brand Identity is different from
'brand image' and 'branding', even though these terms are sometimes treated as
interchangeable.
・What is Branding:
Branding is the process of giving a meaning to a specific organisation, company, products
or services by (actively) creating and shaping a brand in consumers' minds. It is a
strategy designed by organisations to help people quickly identify and experience their
brand and give them a reason to choose their products over the competition's.
・Branding can be achieved through:
- Brand Definition : purpose, values, promise
- Brand Positioning Statement : what your brand does, who you target and the benefits
of your brand, a concise statement.
- Brand Identity : name, tone of voice, visual identity design (which includes the logo
design, colour palette, typographies)
- Advertising and Communications : TV, radio, magazines, outdoor ads, website, mobile
apps etc.
- Product Design
- Sponsoring and Partnerships
- In-store Experience
- Workspace Management & Management Style
- Customer Service
- Pricing Strategy
・What are the benefits of Branding?:
- Helps you stand out in a saturated market
- Gives you credibility
- With a clear brand, you can charge what you're worth
- Leads to customer loyalty
- Leads to returning customers & referrals
- Branding = Consistency
- Helps to attract ideal clients
- Saves money and time
- Gives confidence in your business
- Established branding makes it easier to introduce new products/services
- Gives a clear strategy for moving forward
・What is a designer's role in Branding?:
They play a crucial role in the creation of a brand but they are part of a larger network of
individuals collaborating to give voice and form to the brand. What is clear is that there
can be no brand without the skill-set a designer brings to the table The visual identity
that a designer creates constitutes the face of a brand.
To ensure a consistency in message, a 'design programme' is necessary to ensure a visual
identity is developed that is coherent and cohesive in its application across products and
services of the organisation or person.
The design programme is a crucial endeavour in every large and medium enterprise for
branding to be effective The role of designer is to develop, envision, create a visual
identity that is distinct, memorable, consistent, value-based, profit based, gives
confidence, increases market share, endears itself to the audience and wins the trust
and loyalty of its audience.
・Conclusion
By combining logic and magic, a company can ignite a chain reaction that
leads from differentiation to collaboration to innovation to validation
and finally cultivation. Built into cultivation is the mandate to question all
assumptions, leapfrog the status quo and begin the cycle again. With each turn, the
company and its brand spiral higher and closer to the holy grail of marketing: a
sustainable competitive advantage.
Week 3: (Types of Marks)
・Overview:
- Logo
- Monogram
- Heraldry
- Trademark
・Logo:
The term 'logo' is short for logotype, design speak for a trademark made from a custom
lettered-word (logos is Greek for word). The term logo caught on with people because it
sounds cool, but what people really mean is trademark, whether the term is a logo,
symbol, monogram, emblem or other graphic device.
What is commonly (wrongly) understood is that a logo is a symbol made up of text and
images that identifies a business/service/product/person. The general term logo refers
to all marks that represent a brand. A logotype is a logo centred around a company
name or initials. A logomark is a logo centred around a symbolic image or icon.
・Monogram:
A monogram is a motif made by overlapping or combining two or more letters or other
graphemes to form one symbol. Monograms are often made by combining the initials of
an individual or a company, used as recognisable 'symbols' or 'logos'.
The original Greek meaning of the term 'monogram' is a 'single line', understood as
something written or drawn in outline.
・Heraldry:
It is a broad term, encompassing the design, display and study of armorial bearings
(known as armoury), together with the study of ceremony, rank and pedigree. It is
generally European in its origin. Even though the concept of symbols/seals/flags
representing, royalty, armies or empires is not exclusive to Europe, this particular style of
composite of visual elements that make up the heraldic symbols is however Eurocentric
in nature.
From this comes related terms like: Crest, Coat of Arms, Insignia, etc.
- Crest :
It is a distinctive device representing a family or corporate body, borne above the shield
of a coat of arms (originally as worn on a helmet) or separately reproduced, for example
on writing paper.
- Coat of Arms :
It is a distinctive heraldic bearings or shield of a person, family, corporation or