BRAND CORPORATE IDENTITY-TASK 2
Week 2 - Week 6 (08/05/2024 - 29/06/2024)
Lee Jia Rou 0364251
Bachelor of Design (Hons) in Creative Media
MKT 62404 / BRAND CORPORATE IDENTITY
Task 2/ Logo
Lectures 01 - 03 can be found here.
✧✧Lectures✧✧
Lecture 04: Brand IdealsA brand ideal is an organization's or brand's greater goal that extends beyond the goods and services they promote. The inspiring rationale behind the brand's existence is its aim. It has a bigger objective.
A leadership team with a same goal would be the finest. It would be difficult to engage the target market without this. A process is an ideal.
A brand may achieve more customer standing and genuine involvement by adhering to its brand principles. They serve as a compass's "true north" for achieving market success. As a result, they have to be adhered to regularly. Effective brand values are driven by the brand's emotions while reflecting the philosophy of the customer.
Every brand's ideal is based on its principles. Values are regarded as a brand's cornerstone. It makes it possible for the brand to realise its goals.
- Vision
It strength and creative thinking to have a vision. Ideas alone are insufficient; action is also required. A brand's identity must be defined by a clear vision.
- Meaning
Meaning is not always immediate; it often evolves over time. In order for this message to be clearly understood and communicated, designers must visually translate it.
- Authenticity
Understanding a brand's identity, attributes, and expression is necessary for authenticity. Customers trust authentic companies because they seem sincere and trustworthy.
- Differentiation
Brands are constantly competing for consumers’ attention and loyalty. It’s important to not only be different, but to stand out from the competition.
- Sustainability
Sustainability means maintaining longevity in a constantly changing environment, adapting to future changes that can't be predicted.
- Coherence
A brand should feel familiar to consumers, which helps build trust, loyalty, and satisfaction.
- Flexibility
An effective brand identity allows a company to adapt and grow with inevitable changes.
- Commitment
Everyone interacting with the brand should be fully motivated and dedicated to its success.
- Value
The brand's outcomes must support its sustainability. A brand is an intangible asset that holds significant value.
Lecture 05: Positioning
Often known as a positioning plan, brand strategy, or brand positioning statement, brand positioning is the process of establishing the brand in the minds of customers. The concept of strategy remains the same, notwithstanding the belief held by some that it includes long-term planning that impact brand positioning.
For instance, Volvo's emphasis on safety reduced its attractiveness to males, which in turn affected its total sex appeal. In a competitive market, many businesses aim to stand out from the competition. You need to spot holes in your competitors' strategies and seize chances that others miss if you want to stand out.
1. Try to take on the market leader & beat them at their own game. It is possible in markets with no clear leader, but it does require money and time. An example of this is Pepsi & Coke.
2. Focus on a niche market within a larger market that is being underserved where other companies aren't meeting their needs.
3. Reframing the market with new terms. Make the benefits highlighted by others irrelevant or boring. However, this works if the product/services have innovative elements.
4. Change the game. Be the first in the market, being able to invent a new market. Market disrupters are Uber or Xerox. The downside is that people can copy you before there's a chance to establish the brand. (Grab)
In order to create position strategy, a brand's uniqueness must be determined. Questions to determine if the brand is good are:
Who are you?
What do you do?
Why does it matter?
To effectively clarify the brand's position in the marketplace, the key steps are:
- Determine how the brand is currently positioning itself
- Identify the direct competitors
- Understand how each competitor is positioning their brand
- Compare the brand's positioning to the competitor's to find a uniqueness
- Develop a distinct and value-based positioning idea
- Craft a brand positioning statement
- Test the efficacy of the brand positioning statement
- Target Consumer: What is the concise summary of the attitudinal & demographic description of the target market that the brand is trying to appeal to?
- Market Definition: What category is your brand competing in and what relevance does it have to consumers?
- Brand Promise: What is the most compelling benefit to the target market that the brand can own relative to competition?
- Reason to Believe: What is the most compelling evidence that your brand delivers on its brand promise?
After answering all four questions, craft the positioning statement:
"For [target market], [company] is the [market definition] that delivers [brand promise] because [company] is [reason to believe]."
✧✧Instructions✧✧
Task 2 (A): Logo Research & Analysis
I have chosen to study and analyse logos from companies that I have come across a lot in the last several months. The brands I chose for this work are listed below, along with my impressions of them:1. Pop Mart
2.ALLIE
3.Darlie
4.Dettol
3.Darlie
4.Dettol
5.Coca-Cola
6.100plus
7.Honda
8.Decathlon
9.Kotobukiya
10.Bandai Namco
11.PlayStation
11.PlayStation
12.Samsung
13.Spotify
14.Meta
15.Hoyoverse
16.Adidas
17.Twinings
18.Nescafe
18.Nescafe
19.Tupperware
20.McDonald’s
21.KFC
22.Adobe
23.Anta
24.grab
25.foodpanda
26.new balance
27.Goodday
28.Celine
Every day, whether I'm eating or getting dressed up, I can see these
brand. Despite being competitors in the same industry, some of these
brands, like MCD and KFC have quite diverse logo compositions, making them
useful pointers. I looked into and examined these firms' typologies,
brand outlines, logo descriptions, abstract designs, etc., defining and
explaining the fundamental visual components that went into making the
logos. Make a colour selection for Assignment 2B that will function
nicely.
Task 2 (B): Logo Design
Before designing a brand, we want to answer a few questions to make sure our ideas formulate a general purpose.
Task 2 (B): Logo Design
Before designing a brand, we want to answer a few questions to make sure our ideas formulate a general purpose.
"What will be your career if you are not becoming a designer? A fortune teller? A calligrapher? A food truck vendor? An IT company CEO?? A Pet Babysitter? Virtual Art Gallery? Homecook Food Delivery? City Farmer? Write down THREE career options, think of the brand name, and answer the questions as following. The last thing you will need to do is to create a brand name and rationalize it. "
1. Your career / business
2. What service(s) / product(s) are you providing?
3. How do you differentiate yourself from others? (uniqueness of
career)
4. Who will be interested with your product(s) or service(s)?
5. Name & Rationale
To ensure that our concepts have a broad purpose, we want to address a few
points before beginning the process of creating a brand. Apart from becoming
a designer, I also want to work as a barista, a gardener, a pet manager or a
veterinarian. I blended many jobs to create these concepts, thought of other
viable careers and enterprises, and envisioned the perfect versions of
each.
Once the concept was finished, I decided that the Rabbit Cafe was the most
intriguing and practical choice. I offered Rabbit Coffee House a decent
name after considering its selling factors, the brand's objective, the
target market, and the coffee shop's atmosphere and services. After
choosing the name, I started thinking about colors, fonts and patterns
that fit the Rabbit Cafe for the next step of brand logo design.
Mindmap：
From there, I created a sketch to begin creating the brand logo. Designing
the brand name using several typefaces and typesetting it in various
orientations was the original idea. Later on, I tried combining it with a
straightforward rabbit design to see if I could include it into the
typeface. Following up on Ms. Lilian's input, he felt that a few of the
patterns I created might be paired with cake components, and that some of
the designs' lines could have greater depth. Additionally, he considered
the possibility of creating some graphics using the letters in the
business name. Consequently, I blended aspects of cake and bunny mouth in
the manuscript from the second week. Using the name's letters and the
logo's image, more drafts were created.
Sketch:
sketch week 3
We had some class discussions and feedback after each student finished the
draft. After getting feedback from instructors and fellow students, I
proceeded to the next stage, which involved digitizing my brand identity.
Digitisation:
Progress:
final submission pdf.
final submission gif.
FeedbackWeek 4:Make an effort to improve the present design. Develop the 'b' by considering the bunny creative's design characteristics, such as dimensions, line quality, etc. This will allow it to be linked with the rest of the wordmark (unnyhaven) to produce a brand mark (logo). For the nose and teeth that form the cupcake, the Gestalt theory of closed/figure-based relationships can be applied more simply。
Week 5: Idea 1: (Review your sketch) Losing the cupcake shape. For a more straightforward design, may think about building the rabbit nose/cupcake using geometric shapes rather than lines. The digital "rabbit" designs for concepts 02 and 03 were more effective (especially for 03, as the tail as a point made an intriguing impression on the space and was more substantial). You could not get the desired results with your rabbit branding if you try to use a wordmark or letter design. Examine if the bunny brand logo can be distinguished on its own using a straightforward yet suitable brand wordmark typeface. Concept No. 2 Combine the brand mark and text mark into a single line. The typeface that was used and the stroke weight of the bunny brand mark.
Experience
This was a really illuminating project for me. Over the past few weeks, to be completely open, I've been having doubts about my abilities to create something that resembles with my logo. I'm pleased with my logo's outcome, nevertheless, since I persisted.
Observations
It was really instructive, in my opinion, to analyse 28 logos. Every logo functions as a case study, illuminating the nuanced yet effective methods in which a brand builds its identity and engages with its target market. I gained a sharp understanding of the design components that distinguish a company from rivals and successfully convey its message via this investigation. As we moved into Part B, the creative process was thrilling and difficult at the same time. You may freely explore ideas while working from a drawing, and they can then be meticulously digitised to improve the final design.
It was really instructive, in my opinion, to analyse 28 logos. Every logo functions as a case study, illuminating the nuanced yet effective methods in which a brand builds its identity and engages with its target market. I gained a sharp understanding of the design components that distinguish a company from rivals and successfully convey its message via this investigation. As we moved into Part B, the creative process was thrilling and difficult at the same time. You may freely explore ideas while working from a drawing, and they can then be meticulously digitised to improve the final design.
Findings
The process showed me a lot about designing logos. At first, I'm quite set in my ways, but fulfilling the prerequisites, making thought maps, and sketching several designs all helped me have a better understanding of my business. Getting weekly input from instructors and students also allowed me to experiment with numerous design options for my logo.
Furter Reading
