BRAND CORPORATE IDENTITY | PROJECT 2
Yeoh Xiao Shi (0331577)
Brand Corporate Identity
Project 2
LECTURE
Lecture 1 : Introduction to the module
03/04/19 (Week 1)
In the first class, Ms Lilian started off the class by giving us a brief on the module outline as well as explaining on what we will be doing in the upcoming weeks.
Lecture 2 : History of Brand
10/03/19 (Week 2)
This week, we were given a short lecture about the history of brand. It is said that brands have been around for a long time and they were used centuries ago as an identifier for ownership. However, the emergence of brands in the commercial world is said to be after the industrial revolution. Through the presentation slides, we also got to see the different stages of brand development and some examples of brands.
Embedded PDF of week 2 lecture slides.
Lecture 3 : Anatomy of Identity
24/04/19 (Week 4)
In this class, Ms Lilian gave us a lecture about the anatomy of identity which is the different aspects that we would need to know in the creation of brand identity. These aspects included logo, visual, typography, colour as well as grid and guides. Logo is a distinguishing mark designed for a company, product or service and it is said to be important in creating association and recognition with our brand. Visual is the use of imagery to create a visual language for a company has become increasingly popular. It can be used to grab attention or interest of the consumer towards our brand. Typography in branding is the choice and arrangement of an existing appropriate typeface or design of a bespoke typeface. It got to make our brand look good and unique. As for the colour, it is one of the most important aspects of a identity design to evoke the personality of our brand. To strengthen the potential of our brand, we need to consider that the colour have great impact, meaning and presence. Through the lecture, we also got to look at different examples of brand identity with different aspects in the slides.
Embedded PDF of week 4 lecture slides.
INSTRUCTIONS
PROJECT 2
Developing a logo (Week 1 - Week 6)
For the second project, we would need to come up with our own brand or else find one existing brand to rebrand and it can be anything. Then, we had to develop a minimum of 20 logo sketches based on the brand name every week.
In the first week, I didn't manage to come up with a brand name instead I have an idea to create a brand for handcrafted tea beverage. So, I ended up using the word "tea" and “茶” to proceed with my sketches. After much considerations, I decided to use “這一刻” with the English name of "this moment" as the brand name in the second week.
Here is the progress of my weekly sketches below :
Week 1 (03/04/19)
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| Fig.1.1: Week one logo sketches. |
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| Fig.2.1: Week 2 logo sketches. |
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| Fig.2.2: Week 2 logo sketches. |
Week 3 (17/04/19)
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| Fig.3.1: Week 3 logo sketches. |
Week 4 (24/04/19)
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| Fig.4.1: Week 4 logo sketches. |
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| Fig.4.2: Week 4 digitised logos. |
Week 5 (01/05/19)
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| Fig.5.1: Week 5 digitised logos. |
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| Fig.5.2: Typeface explorations. |
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| Fig.5.3: Experimenting typefaces with the logos. |
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| Fig.5.4: Experimenting typefaces with the logos. |
Week 6 (08/05/19)
This week will be the submission day for the compilation of 100 logos. With the feedback received, I would also need to continue refine the logos before the next class.
Embedded PDF of the compilation of 100 logos.
Feedback given by Ms. Lilian :
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| Fig.6.1: Feedbacks. |
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| Fig.6.2: Feedbacks. |
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| Fig.6.3: Feedbacks. |
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| Fig.6.4: Feedbacks. |
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| Fig.6.5: Week 6 digitised logos. |
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| Fig.6.6: Week 6 digitised logos. |
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| Fig.6.7: Week 6 digitised logos. |
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| Fig.6.8: Week 6 digitised logos. |
FEEDBACK
Week 2
Specific Feedback : Ms Lilian said she can see the potential in my sketches, but I would need to come up the brand name first before sketching for the next 20 logos. Also, I could try to use some elements of this week sketches and combine it with the brand name.
Week 3
Specific Feedback : The logos are in different styles right now and it can be seen I tend to design the logos with the signboard style. But, Ms Lilian said she doesn't know how the style can fit with my brand. Therefore, I need to find a way to relate it and convince her if I want to continue with that style. Other than that, I was told to define my brand and think about the direction I want to go with before sketching the 20 logos. At the same time, I should also start to figure out the style I want for my brand and compiled them into a slide.
Week 4
Specific Feedback : It is good that I have looked up for some visual references and identify the style I want to go with but it seems like I tend to follow the style while sketching so the sketches is a bit lost. As for now, I need to think of the brand story and connect it with the brand name then focus with "line", "simple form" and "modern" for the next 20 logos. Also, I could start to digitise some logos to see how they looks like.
Week 5
Specific Feedback : Ms Lilian said the brand story is well written and the concept of using the full stop symbol and the boarder to the logo is good as it does relate back to my brand story. To strengthen the logo, I would need to continue the next 20 logos by experimenting them with full stop symbol, line and boarder. Moreover, I could also try to explore the logos with the typeface as well.
Week 6
Specific Feedback : I was told that I would still need to refine some of the logos with the feedbacks received and to show it in the next class.
Week 6
Specific Feedback : I was told that I would still need to refine some of the logos with the feedbacks received and to show it in the next class.
REFLECTION
Experiences : In this six weeks, I got to experience with designing the logo for my own brand. It is not the hardest thing to do, but it is challenging when I need to come up new ideas for the sketches every week. It might be hard to start at first, but the ideas will flow out once I have a clearer direction and style I want to go with.
Observations : I noticed it took me some times to figure out the direction and style I want to go with as I'm an indecisive person. So, I found looking up for visual references is quite useful for me in identifying the direction as well as the style.
Findings : I found that I should not be scare to make any mistakes and limit myself when sketching so that the ideas can flow out easily. Moreover, I could not design the logo in the way just because I like instead I should always remind myself what my brand was about and how the logo got to reflect my brand well.
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