Week 1 - Week 14
Wang Shengxiao/0369380
Bachelor of Design(Honours) in Creative Media
Brand Corporate Identity / Final Compilation & Reflection
TABLE OF THE CONTENT
- Lecture
- Instruction
- Process
- Task 1: Breaking Brand
- Task 2: Logo
- Task 3: Positioning & Identity
- Task 4: Brand Guideline
- Submission
- Feedback
- Reflections
- Further Reading
Lecture
01. Introduction to Brand Identity
Brand Identity is a core element in graphic design. It is not merely a trademark or logo, but rather the overall construction of a brand's visual language.
In simple terms, it helps consumers identify and sense the brand's "temperament" and core concept at first glance.
Symbol definition: A symbol is a recognizable mark, pattern or word used to convey a certain concept, relationship or object.
02. What is a Brand?
A "brand" is not merely a name or logo; it is the overall impression that consumers form in their minds about your product or service.
A brand is a kind of "psychological impression".
It cannot be fully controlled, but it can be guided through strategies.
"Brand is not up to you; it's up to them." "
03. The difference between brand identity and brand image
Brand Identity is the external image (including Logo, font, color, etc.) that an enterprise actively builds.
Brand Image is the feeling and perception formed by the audience after receiving brand information.
Brand building is a strategic process that embeds brand information into users' minds through narrative, visuals and experiences.
04. Constituent elements of a brand
A brand can be shaped by the following parts:
Brand purpose, core values and commitments
Brand positioning (positioning language, target market)
Brand visual system (name, Logo, color, font)
Communication channels (advertising, public relations, digital platforms)
Product and service design
User experience and customer service
Pricing strategy and store layout
05. The Value and Advantages of a brand
Differentiated competition
Enhance brand credibility
Build customer loyalty
Save marketing costs
Attract ideal customers
Enhance team identity
It is more coherent and flexible when expanding business
06. Types of brand identity
Logo general term: All graphic symbols representing a brand
Logotype: Predominantly alphabetic (such as Coca-Cola)
Logomark: Mainly featuring graphics or symbols (such as Apple)
Signature/Combination Mark: A combination of text and images (such as Lacoste)
Monogram: Composed of multiple overlapping letters (such as LV)
Heraldry: Badges and coats of arms, a visual system originated from noble families, are often used for identifying the identities of institutions or countries
Mark/Trademark: A trademark is a legally protected symbol used to identify the source of a product or service.
07. Brand Ideals
A good brand does not merely sell products; it conveys a value and an attitude.
The key concepts include:
Vision: Clarify the future picture of the brand
Meaning: A brand should convey a clear belief or idea
Authenticity: A brand should be consistent with itself.
Differentiation: Clearly distinguish a brand from others
Sustainability: Constantly evolving but with the core remaining unchanged
Coherence: No matter where you come into contact with the brand, you can always feel its "unity".
Flexibility: Adapt to changes and keep innovating
Commitment: A brand must adhere to its commitment
Value: Generate measurable returns (social or economic)
08. Brand Positioning
Brand positioning is the process of establishing a unique impression in the minds of customers, with the core being to answer these questions:
Who are you?
What do you do?
Why does this make sense to customers?
09. Common types of positioning strategies
"Arm Wrestling"
Compete head-on with market leaders, such as Coke vs. Pepsi.
Big Fish, Smaller Pond
Identify the overlooked niche areas in the large market.
"Reframe the Market
Subvert the old framework and put forward new discourse.
Change the Game
Create a brand-new track and define a new market.
10. How to Write a Brand Positioning Statement
The positioning language consists of the following four key components:
Target Customer: Clearly identify who the audience is
Market Definition: In which industry are you competing?
Brand Promise: What value can you offer?
Reason to Believe: What evidence is there to show that you are trustworthy?
Sample sentence pattern:
For [target customers], [brand name] is the [market category] that delivers [brand commitment] because only [brand name] is [reason for trust].
Summary
A brand is not merely a visual symbol; it is a collection of culture, concepts and strategies.
The key to building a successful brand lies in a clear positioning, consistent expression and genuine concepts.
A good brand designer does not merely beautify but builds perception, establishes trust and connects people's hearts through visual means.
Instruction
Process
Task 1: Breaking Brand
For Task 1, I chose Vivienne Westwood, which is a brand I have liked for a
long time.
fig.3.1 Vivienne Westwood brand research (pdf)
fig.3.2 task 1: Breaking Brand (pdf)
Task 2: Logo
Task 2a
fig.3.3 task 2(a: Brand Research & Analysis (pdf)
Task 2b
First of all, I created four ideas for my brand, which are "Tattoo
Perfume", "Vintage Store", "Chinese Tea Gelato", and "Nature-inspired
Clothing".
fig.3.4 task 2(b: Brand mind map (pdf)
At first, I wanted to continue using the brand logo I had created before,
but I found that it didn't quite fit the style of my brand concept. So I
created several logos for my ideas respectively.
fig.3.5 Brand logo sketches (jpeg)
Later, based on the sketches and feedback from Ms.V, I chose the handwritten font as my logo and selected two fonts to combine.
I have tried many kinds of handwritten fonts.
fig.3.6 tried font for brand logo (jpeg)
I finally decided on these two fonts.
Then I chose the bow as an important element of my brand. The following
are my trial sketches of the "bow". The bow is a representative of feminine, retro and cute elements, and
was commonly seen in the clothing styles of the mid-20th century. It
not only enhances the visual memory points, but also symbolizes the
brand's gentle temperament, exquisite aesthetics and gift-like
experience.
This is my final logo.
fig.3.10 screenshot of the logo GIF production process in DW
(jpeg)
First, I used a white background, slid my Logo to the center position, and
made the bow Enlargement appears. Here is my first GIF effect drawing.
fig.3.11 first logo GIF effect (GIF)
Later, I thought it was a bit too simple, so I added a typewriter effect to
match the retro look of the logo and slowed down the speed at which the logo
slid into the center.
fig.3.12 screenshot of the final logo GIF production process in DW
(jpeg)
Then I tried different colors for my color palette and finally decided on
navy blue, Bordeaux red, brownish pink, off-white and earthy yellow as my
brand color palette.
fig.3.15 mood board for my brand (pdf)
Task 3: Positioning & Identity
Before I started the design of task3, I found that if I only used my Logo
for the design, it would be a bit monotonous because the only important
element was the red bow. So, upon the suggestion of m s.V, I created another
important element as one of the main element of my brand.
fig.3.16 sketchs for my brand main element (jpeg)
fig.3.17 Screenshots of the process (jpeg)
Finally, I decided to take the image of a little girl based on me (the
version with glasses) as the main element of the brand, and increased her
contrast to make her more vivid.
fig.3.18 final brand main element (jpeg)
fig.3.19 task 3 (jpeg)
Task 4: Brand Guideline
We need to design a book for our brand guide. When making the book, I still
chose two main contrasting colors from my brand's color palette, namely
Bordeaux red and off-white. I believe these two colors are the most
representative of my brand.
Feedback
Week 14
Completed
Week 13
After completing the speech and presenting the book of my Brand to ms.v, I
received feedback that when using Logo Design Brand Applications,
attention should be paid to the integrity of the logo and the Logo should
not be used separately.
Week 12
We need to complete Task 3 in the 13th week, which means that all the
brand's information must be ensured to be completed as well as the
design of other extensions used for promotion.
Week 11
Based on the brand information, including the Logo, complete Task 2
(guidelines for using various versions of the Logo and brand identity),
and also create a Gif.
Week 10
The Logo has been confirmed and there are no other issues. We need to
proceed to the next step.
Week 9
I asked for leave because I was ill
Week 8
No classes
Week 7
You need to determine your brand message and brand positioning, and then
modify the style of your Logo based on that. It was finally decided to
use an artistic handwritten font as the logo.
Week 6
You can try to create a Logo using the existing handwritten
English. It will be more stable and mature than the lines
you draw yourself. However, additional designs need to be
made on the existing handwriting. Smooth and fluid lines are more
suitable for the concept of ink.
Week 5
There are many ideas for a Logo, but it is worth noting that you need to
draw the sketch of the logo based on your idea of the brand, rather than
simply making the logo. One can choose to draw inspiration from the
brand's concept and then combine it with the logo.
Week 4
The idea of each brand is good, but it should be noted that the focus
should be on how to design them later. If it is too commercial, it is
more like a management and business assignment. When choosing a brand,
priority can be given to the final derivatives and model designs.
Week 3
We need to complete all the Logo designs in this class and finish 16
Logo sketches and mind maps before next week.
Week 2
Most of us have finished the speeches. Next week, we will continue with
the speeches of all the remaining people. Next, we will start to analyze
the 28 logos.
Week 1
Briefing MIB. Next, we are going to conduct brand analysis.
Reflection
This course is a very meaningful one for me. I think the process of creating a brand of my own is very pleasant. Of course, I have also learned the skills of creating a brand from it. Whether designing derivatives or corporate tools, it is essential to maintain the integrity of the Logo. Although I encountered some difficulties during this process, such as the print shop making a mistake with the material when printing the physical book at the end, which made my book too thick and the nails caused some tearing of the book cover, I still managed to complete it perfectly in the end.
Further Reading
Designing Brand Identity by Alina Wheeler (Author)
The book "Designing Brand Identity" is actually like a "brand creation manual", very easy to understand and very suitable for people like us who are just getting into brands or are currently working on brand projects. Author Alina Wheeler teaches us step by step what a brand is, why it is important, and how to turn a brand from an idea into reality. She emphasized that a brand is not just about creating a logo and calling it a day, but rather a systematic process - including determining the brand's personality, vision, and target audience, then designing the brand's visual elements such as colors, fonts, and ICONS, and finally considering how to promote and maintain the brand's consistency. The book contains many real brand cases, such as FedEx, Apple and Starbucks, analyzing how they have stood out in the market through visuals and strategies. At the same time, she also provided a lot of tools, templates and flowcharts, which were really practical. Overall, if you want to seriously understand what the word "brand" really means, this book is like a "brand Bible". It makes you realize that a brand is not just about drawing a good-looking logo and ending there, but rather a whole process of leaving an "impression + feeling" in the minds of users. From concept construction to final implementation, Alina Wheeler breaks down all the steps very clearly and uses cases to tell you "why this is useful". Whether you are a designer or a brand novice, after reading this book, you will have a brand-new understanding of the brand system.
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