BRAND CORPORATE IDENTITY - PROJECT 1
BRAND CORPORATE IDENTITY - PROJECT 1
29/03/21 - 12/04/21 (Week 1 - Week 3)
INSTRUCTIONS
PROJECT 1
Week 1 (29/03/21)
FEEDBACK
Week 2 (05/04/21)
FURTHER READING
Abstract: The Art of Design | Paula Scher: Graphic Design by Netflix
Paula Scher was featured in the series "Abstract: The Art of Design". She designed the brand identity for The Public Theater, Citibank, Windows 8 logo, etc.
29/03/21 - 12/04/21 (Week 1 - Week 3)
Chan Jing Wen (0340480)
Brand Corporate Identity
Project 1
LECTURE NOTES
Lecture 1
Brand Corporate Identity
Project 1
LECTURE NOTES
Lecture 1
29/03/21 (Week 1)
Brand Corporate Identity is crucial in creating a visual integrity of a brand. This module will teach us about the basics of identity design and the effective use of symbols in the area of visual communication.
We were introduced to the projects we'll be doing during the semester:
- Project 1 : Breaking Brand (Case Study)
- Project 2 : Logo
- Project 3 : Positioning & Identity
- Final Project : Brand Guideline
Lastly, we'll have to record all of them in our e-portfolio.
For this term, Ms Low told us that our projects will revolve around a brand called Darrma.
Lecture 2
05/04/21 (Week 2)
The term "brand" derives from the Old Norse word brandr or "to burn". It refers to the practice of branding life stock back in the Indus Valley Civilization. Basically, people would use burning steel to burn their life stock with a symbol that would symbolize the owner, so that no one would steal the life stocks. There was also human branding, to slaves, and also to prisoners.
Currently, branding is different, but it's still about taking ownership. It can be for property, products company values, and more.
What is a brand? "A brand is a person's gut feeling about a product, service, or company. While companies can't control this process, they can influence it by communicating the qualities that make this product different that that product." Branding doesn't have to be for a product, it can be for a service, an organization, or even a person.
What is a brand identity? The gut feeling is a part of the identity, but "visual identity" can help to manage the message or image or gut feeling. It can help shape the brands' image.
What is branding? Branding is the process of giving a meaning to a specific organization, company, product, or services, People can identify and experience the brand through branding.
Branding can be achieved through:
- Brand definition (purpose, values, promise)
- Brand positioning statement (what your brand does, target audience, special benefits)
- Brand identity (name, tone of voice, logo, colour, typography)
- Advertising and communication
- Product design
- Sponsorships and partnerships
- In-store experiences
- Workspace experiences and management styles
- Customer service
- Pricing strategy
Benefits of branding are :
- Help stands our
- Makes it credible
- Customer loyalty
- Pricing - charge what you're worth
- Helps ideal clients
- Consistency
Lecture 3
12/04/21 (Week 3)
Logo: short for "logotype", is a trademark made from a custom lettered-word. The term caught on with people because it sounds cool, but what people actually meant to refer to were trademarks.
Logotype : a logo centred around a company name or initials.
Logomark : a logo centred around a symbolic image or icon.
Combination mark : a mix of both words and symbols, also known as signature.
Monogram is a motif made by overlapping or combining two or more letters or other graphemes to form one symbol.
Heraldy : 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.
INSTRUCTIONS
PROJECT 1
Week 1 (29/03/21)
Since we will be helping Darrma brainstorm their branding, our first project requires us to do research on potential competitors of Darrma. I was grouped with Chia Min and Dayyan for this project and we had to split the work among ourselves. We decided to do a brand profile on Vans as we identify certain similarities between Vans and Darrma, thus Vans being a potential competitor to Darrma.
Below is the brand profile we prepared for Vans :
Figure 1.1 Brand Profile Progress as of Week 1
Week 2 (05/04/21)
Based on Ms Low's feedback, we updated the docs :
Figure 1.2 Brand Profile Progress as of Week 2
After that, we were told to choose if we wanted to continue with the extended brand profile or a presentation based on the brand profile. I decided that I wanted to do the brand profile presentation. Before I moved on to the presentation part, I continued working a bit on the docs and tried to rephrase some of the text in it and added a bit of pictures. I also format it like how the example was. Below is the finalized version for my brand profile submission :
Figure 1.3 Final Brand Profile
This is the presentation slides for the brand profile :
Figure 1.4 Presentation Slides as of Week 2
Week 3 (12/04/21)
Ms Low said that we only had to submit the presentation slides if we are doing the presentation. She also commented that I should move the two Vans collaboration under brand positioning as it would make more sense being under that section. Below is the final submission for the presentation slides:
Figure 1.5 Final Presentation Slides Submission
FEEDBACK
Week 2 (05/04/21)
General Feedback :
Try to crosscheck between everyone's part so that you can eliminate repeating points and sort out the information better. Can look at how other groups did their brand profile. A lot of the groups covered too much of product benefits under specific benefits. We should try to be look at what the brand itself is able to provide instead of specific products.
Specific Feedback :
The brand description is a bit too informative, can be used for extended brand profile. Specific benefits is also lengthy and sound more like product benefits. Some information are repetitive so try to sort them out. Should focus on the primary competitors. USP should should comparison between the brand and their competitors.
Week 3 (12/04/21)
Specific Feedback :
Overall presentation is really neat and clear. Slides are easy to navigate, information nicely placed and easy to capture. Good that I did more research. Maybe consider putting all of the collaborations together under brand positioning.
FURTHER READING
Abstract: The Art of Design | Paula Scher: Graphic Design by Netflix
Paula Scher was featured in the series "Abstract: The Art of Design". She designed the brand identity for The Public Theater, Citibank, Windows 8 logo, etc.
Typography is painting with words. Good typography pulls people in. It's a language that can be dissected, taken apart, put back together. Before you even read it, you can sense what it wants to say. How a typeface looks gives others different perception. Design needs to take human behavior in account. It's how people see and perceive and accept things.
The best ideas come often when she's in a state of play. When we're exploring, it's better if we try everything and anything. The results don't have to be good or bad, the important point is just to play.
When we're giving a presentation, there's a medium line for basic expectation. When you're presenting, the expectation increases. At the highest point, someone will point out something that brings it down to below the expectation. You'll then push it back up, higher than the expectation level, but not higher than the highest point that was hit earlier. This is where the presentation will have to stop, if not it will start fluctuation near the basic expectation line.
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