BRAND CORPORATE IDENTITY | PROJECT 3
Yeoh Xiao Shi (0331577)
Brand Corporate Identity
Project 3
LECTURE
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 3
Positioning (Week 3 - Week 6)
While developing the logo, we were introduced to our third project in which we were required to come up with a creative brief that will include a description writing and concept for our brand via the brand story, brand name, vision, mission, target audience,visual representation as well as the idea behind the brand. Moreover, we would also need to compile a set of moodboard including typography, colour, layout and other references that can best showcase the style and manner of our brand.
Here is the progess of positioning below :
Week 3 (17/04/19)
This week, I start to look up for the visual references and compile them into a slide.
This week, I start to look up for the visual references and compile them into a slide.
Embedded PDF of the visual references.
Week 4 (24/04/19)
For this week, I do some researches on other tea beverages brand and come up with a brand story for my brand.
Embedded PDF of the research.
Embedded PDF of the brand story.
Week 6 (08/05/19)
Here comes to my presentation slides below :
Embedded PDF of the presentation slides.
FEEDBACK
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 absent to class so the feedback was given through online.
Ms Lilian : "Absent for presentation. Demonstrates credible ability to research a particular idea in mind and able to coherently form a creative brief that may be simple but reflects good execution. This is evident in the direct copywriting that is accurate complemented by a good eye for layout aesthetics, making presentation of information on slides communicable on a high level. Accompanying moodboard not only strengthens the ideas conceptualised and is well explored and sequenced in a coherent and complimentary manner. Ability to think critically on positioning ideas supported by evident research forming a suitable and memorable identity idea."
REFLECTION
Experiences : This project is consider fun to me as I can imagine how my brand would like and positioning it to have a clearer identity. While the hardest part of this project to me is in developing the brand story, vision and mission of the brand as they are the important aspects to represent my brand. I want it to be clear and concise but also well represented my brand. So, I moved on to do more research to see how others wrote their brand story, vision as well as mission.
Observations : I realised the visual references that I gathered is helpful for me in creating the mood board. I use them as a guide to come up with a colour scheme and determine the style I want my brand to be. Also, I noticed the visual references I gathered share similar characteristics which they are all minimal, simple and modern but also give off a natural feel at the same time.
Findings : I found positioning is important as it not only help us to have a clearer direction and style of our brand but also creates market differentiation to stand out from the crowd. Moreover, it would also help us to focus on a specific target audience and service so that we won't get lost while building our brand.
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