Brand Corporate Identity - Task 2

23/09/24 - 00/00/24 (Week 3 - Week 5)

Andrea Choo Qin Hui (0366959)

Brand Corporate Identity / Bachelor of Design (Hons) in Creative Media

Task 2 : Logo

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INSTRUCTIONS

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LECTURES

Week 4: (Brand Ideals)

             ・Introduction : 

              A brand is a person's gut feeling about a product, service or company; while companies

              can't control this process, they c an influence it by communicating the qualities that 

              make this product different than that product.

              The term Ideal connotes that satisfaction of 'one's' conception of what is perfect; most 

              suitable. 

              Brand ideals founded on sound perennial values foster and engender a sense of 

              purpose in all who subscribe or believe in these larger goals. 

             ・Examples : 

Figure 1.1 Nike

              - "Just Do it" (1988)

              - Nike is about encouraging success, motivating athletes and reminding everyone (no 

                 matter their fitness level) that they can achieve their goals.

Figure 1.2 Apple

              - "Think Different" (1997)

              - In 1997, Apple was struggling to earn it's share of the marketplace, so they launched 

                 the "Think Different" campaign to clarify their brand values for their audience, 

                 employees and shareholders alike.

              - Apple is focused on making the best, most creative products in the world while 

                 keeping technology simple for the masses and one that focuses quality over quantity.

             ・Brand Ideals and Definition : 

              Ideals are essential to a responsible creative process, regardless of the size of a 

              company or the nature of a business. 

              They are as follow: 

              - Vision

              - Meaning

              - Authenticity 

              - Differentiation

              - Sustainability 

              - Coherence 

              - Flexibility

              - Commitment

              - Value

             ・Vision : 

              A compelling vision by an effective, articulate and passionate leader is the foundation 

              for all the best brands. 

              Vision requires courage. Big ideas, enterprises, products and services are sustained by 

              individuals who have the ability to imagine what others cannot see and the tenacity to 

              deliver what they believe is possible. 

              Hearing the vision face to face is critical to the identity process. As a result, leaders 

              who take the time to share their most audacious dreams and challenges frequently 

              understand the power of symbols. They also value storytelling to build their culture 

              and brand. 

             ・Meaning : 

              The best brands stand for something - a big idea, a strategic position or a defined set of

              values. 

              Meaning is rarely immediate and it evolves over time. Designers transform meaning 

              into unique visual form and expression. It is critical that this meaning is explained so 

              that it can be understood, communicated and approved. 

             ・Authenticity : 

              Authenticity is not possible without and organisation having clarity about its market, 

              positioning, value proposition and competitive difference.

              Authenticity refers to self-knowledge and making decisions that are congruent with 

              that self-knowledge. Organisations who know who they are and what they stand for, 

              start the identity process from a position of strength. They create brands that are 

              sustainable and genuine. Brand expression must be appropriate to the organisation's 

              unique mission, history, culture, values and personality. 

             ・Differentiation : 

              Brands always compete with each other within their business category and at some 

              level, compete with all brands that want our attention, focus and loyalty. 

             ・Sustainability : 

              Sustainability is the ability to have longevity in an environment in constant flux and

              characterised by future permutations that no one can predict. 

             ・Coherence : 

              Whenever a customer experiences a brand it must feel familiar and have the desired 

              effect. 

              Coherence is the quality that ensures that all the pieces hold together in a way that 

              feels ideal to the customer, it is a baseline that is designed to build trust, foster loyalty 

              and delight the customer.

             ・Flexibility : 

              An effective brand identity positions a company for change and growth in the future. It

              supports and evolving strategy. 

              Innovation requires brands to be flexible. Brands that are open to change need to have 

              flexible brand identity systems in place. Because of that, it is necessary for them to 

              quickly seize new opportunities in the marketplace. The brand identity toolbox 

              encourages creativity within parametres that always keep the brand immediately 

              recognisable.

             ・Commitment : 

              Organisations need to ensure all people engaged with the brand have compelete 

              motivation and dedication in order for it to succeed. 

             ・Value : 

              Measurable results need to be created that promote and sustain the brand. 

              Creating value is the biggest goal of most organisation. The quest for sustainability has 

              expanded the value conversation with consumers. Being socially responsible,

              environmentally conscious and profitable is the new business model.                             

             ・Conclusion : 

              The ideal is the brand's inspirational reason for being. It explains why the brand exists 

              and the impact it seeks to make in the world.                             

              Brands that operate from a higher purpose are therefore successful due to at least two 

              reasons. First, they better equip their employees to tap into their deepest            

              reservoirs of intuition and imagination to address the changing reality as it unfolds. 

              Second, they create deep relationships with c customers who are yearning for 

              connection, for community and for participation in something bigger than 

              themselves.               

Week 5: (Positioning)

             ・Introduction : 

              Brand positioning is the process of positioning your brand in the mind of your 

              customers. Also referred to as a positioning strategy, brand strategy or a brand 

              positioning statement. 

Figure 1.3 Positioning

              Positioning refers to the place that a brand occupies in the minds of the customers and

              how it is distinguished from the products of the competitors.

              Once a brand has been successfully positioned, it is notoriously difficult to reposition. 

              Volvo positioned itself as a tough safe car and quickly became the number one choice 

              for families. An unintended consequence was that safety had less 'sex-appeal' and 

              resulted in an unappealing perception. 

Figure 1.4 Volvo

              Positioning is going to occur whether clients like it or not. The question is, whether 

              they'd like a hand in positively shaping in the minds of the target audience. Most do.

              What are the different types of positioning strategies?

              1. Arm wrestling

                  Here you are trying to take on the market leader and beat them at their own game    

                  and it is possible if there is a well establish market category with no clear leader.                    

             2. Big fish, smaller pond 

                   Here the focus is on a niche market within a larger market that is being 

                   underserved, where there is larger player who's not meeting a specific need. Plus-   

                   point is the audience has a frame of reference while the down-side is the market 

                   leader could match your offer.                   

             3. Reframe the market 

                   This style of brand positioning reframes an existing market in new terms. It 

                   makes the benefits highlighted by previous market leaders irrelevant or frankly, 

                   boring. This works if the product/service features innovation or there is a change      

                   in market need/expectation.                    

             4. Change the game 

                   Is reserved for when there is no market category for what you do. You are the first 

                   of  your kind and you get to invent your market!

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TASK 2

Task 2A : Research & Analysis

              For this task, Ms. Lilian instructed us to collect 28 logos everyday for 2 weeks good &/ 

              bad logos and all 28 logos are to be documented in google slides. 

Figure 1.1 Final Slides

Task 2B : Logos

              While doing Task 2A, and upon selection or identification of your brand/occupation, 

              produce 2 sheets of idea-sketches weekly (the more the merrier) for the development 

              of your logo. Initially, use mind-maps to identify important keywords or key visuals. 

              Develop these into idea sketches and then later into concepts. Narrow down the most 

              promising ideas and concepts. The developed logo in its final most appropriate form 

              will need to be digitised, in black and white (only after approval of the BW version can 

              you embark on selection of colour in Project 3). All progression or exploration—the 

              various evolution of the draft logo. 

Figure 2.1 Draft Career Options

              After receiving feedback from Ms Lilian, I decided to proceed with my first career, a

              customisable perfume brand, 'Dew & Dusk'. 

Figure 2.2 Career Mind Map (Dew & Dusk)

              Next up was to draw at least 2 A4 pages filled with logos. In my eyes, Dew & Dusk is an

              elegant brand, so that was why I was more focused on making it look minimalistic and

              also elegant at the same time. 

Figure 2.3 Initial Sketches

              After receiving feedback on my initial sketches from Ms. Lilian and my peers, I 

              proceeded to expand on the numbers: 3, 8, 6, 12, & 40. 

Figure 2.4 Sketches after Feedback

             Feedback I've received this time from Ms. Lilian was to try and expand on the double 

             Ds again, while also making the sun and moon vector more simplistic. 

Figure 2.5 Reattempts on Illustrator

             Since the word 'perfume' doesn't really fit my logomark, Ms. Lilian told me to just not

             use it. It definitely looked better without the word 'perfume'. After finalising my logo, I 

             then started on my submission slides. 

             Requirements

             1) Logo in BW, reverse & colour

             2) Logo space rationalization & clearspace

             3) Logo with strapline

             4) Logo with rationale (brand ideals)

             5) Logo minimum size

             6) Brand primary & secondary colours

             7) Logo/brand typeface(s)

             8) Patterns derived from logo

             9) Logo animation (GIF)

Figure 2.6 Process of Slides Submission

             Unfortunately, the process of my GIF making on After Effects crashed and since I 

             didn't save the file, I lost it. 

Final Task 2B : Logos

Figure 3.1 Final Logos in B&W

Figure 3.2 Final Logos Coloured

Figure 3.3 Final Logo Slides Submission

Figure 3.4 Final Logos GIF

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FEEDBACK

Week 3

            Specific Feedback: Designs number 3, 6, 8, 12 and 40 can be expanded and

                                                     experimented on more.

Week 4

            Specific Feedback: Liked the cursive writing, so should include that in more logo

                                                     design ideas. Should also try and make the sun and moon vector

                                                     more simplistic. Expand on the double Ds logos.

Week 5

            Specific Feedback: Logos that were made in Illustrator were cute but the font for the

                                                     word perfume should be changed. Not only that, Ms. Lilian

                                                     thinks that the & and double Ds could be placed better as the & is

                                                     cutting into one of the Ds too much.

Week 6

            Specific Feedback: The word perfume in both logo designs can be removed since it

                                                     doesn't really fit into the design. Since I couldn't decide on one

                                                     logomark, Ms. Lilian told me that I could include both into my

                                                     final submission.