BRAND CORPORATE IDENTITY | FINAL PROJECT
Yeoh Xiao Shi (0331577)
Brand Corporate Identity
Final Project
INSTRUCTIONS
FINAL PROJECT
Brand Corporate Identity (Week 6 - Week 13)
In the previos project, we have done positioning the brand by compiling the research and visual references that could reflect our brand. While in this project, we were required to make good use of our research and come up with a brand book, stationery and application. Other than that, we will also need to produce an introduction video for our brand story.
Here is the progess of final project below :
Week 6 (08/05/19)
This week, I continue to refine the logo and proceed to sketch my ideas for the brand book, stationery as well as application.
Embedded PDF of week 6 progress.
Week 7 (15/05/19)
In the class, I managed to finalise the design of my logo with Ms. Lilian. Thus, I proceed to explore the minimum size as well as the color of the logo this week. Meanwhile, I also started to mock up the various size of the brand book, name card, and envelope. In addition, the first exploration of the design of the name card and letterhead were also made.
Embedded PDF of week 7 progress.
Week 8 (22/05/19)
There is no class this week since it is a public holiday. Therefore, feedback on individual progression will be given through online consultation. With the feedback received, I moved on to refine the logo as well as the design for my name card, letterhead, and envelope. At the same time, I also started to list out the contents for my brand book and make the first attempt for the layout of it.
Embedded PDF of brand book contents.
Embedded PDF of week 8 progress.
Week 9 - 10 (29/05/19 - 05/06/19)
This week, I got to show my progress to Ms. Lilian and received some feedback from her. As there will be no class next week, we were expected to have more progress to show in the following week. Hence, we were required to have a copy of the draft brand book printed out in black and white, stationery ideas digitised and printed in black and white, application tried out and mock up as well as the storyboard ideas for brand introduction video before the next review.
Embedded PDF of week 9 - 10 progress.
Week 11 (12/06/19)
For this week, I managed to show the printed mockup of my brand book as well as the stationery set to Ms. Lilian during the consultation. She commented that there is not much problem for the layout of my brand book but I should not force justify the text for my contents as it looks ugly. Moreover, the secondary colour that I used across the stationery is too cold and I might need to change with a warmer colour that could reflect my brand better. As there is not much time left, I was also told to start working on the application. With the feedback received, I proceeded to make the improvements to the brand book and stationery as well as to design the application.
Embedded PDF of week 11 progress.
Week 12 (19/06/19)
In this week class, we got to have the last consultation with Ms. Lilian since the submission day of our final project is next week. She went through all my printed mockups and give some feedback on it. The only part I have to refine is to reduce the font size of the info on the envelope to make it the same as the letterhead. Other than that, everything is fine and I could move on to print the final outcome. As for the video, I need to complete and shorten it.
Embedded PDF of week 12 progress.
This week will be the submission day of our final project. Hence, I compiled all of my progress into google slides as well as google drive and then documented it in the e-portfolio.
Final Submission :
Brand Book
Embedded PDF of brand book.
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| Fig.1.1: Brand book digital mockup. |
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| Fig.1.2: Brand book front cover. |
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| Fig.1.3: Brand book back cover. |
Stationery
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| Fig.1.4: Founder's namecard. |
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| Fig.1.5: This Moment namecard. |
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| Fig.1.6: Founder's namecard digital mockup. |
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| Fig.1.7: This Moment namecard digital mockup. |
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| Fig.1.8: Founder's namecard. (front&back) |
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| Fig.1.9: This Moment namecard. (front & back) |
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| Fig.1.10: Letterhead without body copy. |
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| Fig.1.10: Letterhead with body copy. |
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| Fig.1.11: Letterhead digital mockup. |
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| Fig.1.12: Letterhead without body copy. |
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| Fig.1.13: Letterhead with body copy. |
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| Fig.1.14: Envelope. (Outer & Inner) |
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| Fig.1.15: Envelope digital mockup. |
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| Fig.1.16: Envelope. (front & back) |
Application
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| Fig.1.17: Menu. (front & back) |
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| Fig.1.18: Menu digital mockup. |
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| Fig.1.19: Menu. |
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| Fig.1.20: Brochure. (front) |
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| Fig.1.21: Brochure. (back) |
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| Fig.1.22: Brochure digital mockup. |
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| Fig.1.23: Brochure. (front) |
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| Fig.1.24: Brochure. (back) |
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| Fig.1.25: Poster. (design 1) |
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| Fig.1.26: Poster. (design 2) |
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| Fig.1.27: Poster digital mockup. |
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| Fig.1.28: Poster. |
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| Fig.1.29: Bottle digital mockup. |
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| Fig.1.30: Paper cup digital mockup. |
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| Fig.1.31: Wall signage digital mockup. |
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| Fig.1.32: Window signage digital mockup. |
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| Fig.1.33: Introduction of brand story. (gif) |
FEEDBACK
Week 7
General Feedback : We were told to design all of our stationery in Indesign only while the envelope can be designed in Adobe Illustrator. Other than that, we were told not to scare of making mistake when doing the project as it is the time for us to learn.
Specific Feedback : Logo has been choose but refinement is still required. Do find out the minimum size and clear space of the logo for the next review. For the brand book, try to do some mockup and find out the book size that fits the brand. It can be in A5 or bigger than that. Same goes to the stationery, can try to do the mockup and start working on it digitally.
Week 8
Specific Feedback : There is no class this week due to the public holiday, hence feedback was given through online.
Brand book : Good that you mocked up the various size of brand book size. Do consider how it will be binded and how this matches the brand identity. The first size 15 X 27 cm is quite suited to your brand because it feel like a menu highly suited to a brand that sells drinks. Although the final choice is your. Do start to layout your brand book contents based on the sketches you showed me previously. Print it out as thumbnails in black and white for next review if possible.
Logo : Refinement, size and colour are well thought of. The best colour is still the first shade of green
(darkest). A little worried on the minimum size of primary logo at 4 cm. In addition, the weight of bounding stroke and type may need to be standardized. Right now, the binding box stroke is heavier than type. Please refine accordingly and print out fro review next week.
Envelope : Idea 2 is the best. The flap shape (long rectangle) and corner curves (less as brand is so tidy and precise) must be better thought of. Look back at your logo. Maybe draw some inspiration from it. Ie. Outer envelope is a frame which holds inner envelope and creates the bounding box similar to logo (think of two layer ang pau packets). Another idea to consider. Start laying out your information based on idea 2 form but do explore other forms if possible.
Letterhead : Idea 3, 4 & and; 5. Try to mock a letter inside these three ideas and see how they look. Do print them out in actual size black and white for next review.
Name card : 5.5 X 8.5 size fits brand better. You can see that through your mock up, use of minimal size of logo could be difficult to read. Moreover, size of card doesn’t allow much room for improvement on this point hence choosing to apply the secondary logo on conventional card size is good. First colour option for name card is okay but you have introduced another brand colour not applied in other stationery. Also, could explore the layout of information more as there is currently only one idea. Look back at your letterhead to draw inspiration. In addition, you could also consider designing two name cards, one for the business and one for the people with designations.
Week 9
Specific Feedback : Progress was shown and feedback was given during the consultation.
Brand book : Complete the brand book and print it out in black and white for next the review.
Logo : Don't resize the letter used for the clear space. It needs to be the same with the font size of the logo as the clear space will be different when the logo is enlarged.
Envelope : The idea doesn't work as there is no space for the address. Maybe needs to change back to the previous idea which is the long envelope without the frame.
Letterhead : The one with the binding box fits the brand better. Could explore more on the layout of the content.
Name card : Design 1 look nice but need to think of how it can be related to other stationery.
Week 10
Progressive Feedback : There is no class this week due to Raya Holiday. However, progressive feedback for the previous submissions has been uploaded on Google Drive.
Project : Demonstrates a good grasp of the module and its requirements. Submissions reflects a good understanding on the components that build upon the study of topic and able to respond accordingly in research and thinking. A slight deficiency, despite attention to detail, in analytical ability. There is room for improvement in presentation skills as confidence in verbalizing ideas is needed and can be improved with practise to better put forward the depth and thinking behind it. Have more confidence to put forth ideas as work clearly demonstrates the ability to find suitable design solutions needed at various stages of module exploration. Coupled with inherent effort and zeal for learning and exploring, don’t neglect being critical of choices and utilizing technical skills effectively.
E-portfolio : Good job !
Week 11
General Feedback : We were told not to export the image in png or jpeg when it is for print as it will compress the image. Instead, we should export it in tif or eps. At the same time, we were also taught on how to export a good quality of image from Adobe Photoshop.
Specific Feedback : During the consultation, I was able to receive some feedback for my brand book, envelope, letterhead and name card from Ms Lilian.
Brand book : Not much problem for the layout but don't force justify the text for the contents as it might look good on screen but not from the print. Use left justify instead. Other than that, the minimum size of the secondary logo should be included in the brand book as well. Since there is not much problem, only need to test print one of the pages to check the layout.
Envelope : The vertical version looks better to reflect the brand than the horizontal one.
Letterhead : The font size of the info can be reduced and make it the same to the name card.
Name card : The name card with warm colour looks better to reflect the brand, can test the colour and change the secondary colour that used across the stationery from cold to a warmer colour.
Application : Don't have time to think anymore. Start working on the menu as the application.
Storyboard : Instead of using visual and text consistently, put the text in between the visual will be better.
Week 12
Specific Feedback : The paper chosen for the stationery was well thought of and it fits the brand very well. The only part I need to change is the font size of the info on the envelope and I was told to make it the same as the letterhead since it is still good to read. Other than that, everything is fine and I could move on for production. While for the brand video, I was told not to scare to animate even I'm not good at animation. Instead, I should use my strength in designing to overcome the weakness.
REFLECTION
Experiences : I found myself gain a lot of experience and knowledge in creating a brand through this module. The workload is manageable, but it is too heavy when the submission day clashes together with other modules. I did stress a lot to come up with the ideas as there is only a short amount of time for me to think. But still, I'm proud of myself for not giving up and complete all the projects. Overall, it was a good experience for me to learn and understand the component of branding through the projects provided as well as the feedbacks gave.
Observations : I observed it is not easy to design a brand as there are lots of things a designer needs to consider. Firstly, it requires a designer to do a lot of research and study about the brand within the industry. Also, the designers need to come up with an identity that can fit the brand well by finding more visual references and examples as inspiration. Other than that, feedback from others is always needed. The designer should ask feedback from friends or colleagues in order to improve. Last but not least, don't ever scare to make mistake when designing as it will helps us a lot in improving the skills.
Findings : When designing for a brand, I found that I could not only design based on my preference. Instead, I should always look back at my brand story, visual, mission, and values to come up with the design that can reflect the brand. Furthermore, I learned that consistency is the key element of the successful brand as it makes the brand to feel more dependable and trustable. Hence, it is important for me to use consistent layout, typeface, colour and visual style across the design. Last but not least, I found that the process of mocking is necessary as it would help us to see the actual design and find the weakness to be improved.
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