Wendy Seto / 0348805
MKT62404 Brand Corporate Identity / Bachelor of Design (Hons) in Creative Media / Taylor's University
Task 1: Breaking Brand
LECTURES
Week 1: During the first lecture, we were introduced to the module itself which is Brand Corporate Identity. It is an integral part of graphic discipline as it focuses on the visual integrity of a brand. What we will learn from this module are the basic of identity design and the effective use of symbols in the area of communicating through visual. The lecturer also got through the projects we will be working on briefly and showed us the timeline we will need to follow.
Week 2: In week 2, we studied about "brand". The lecturer claimed that there are many confusing explanation when it comes to the word brand itself. We learned the brief history of brand and what are the differences between brand, brand identity and branding. Some examples were also given to gain a better understanding on the topic.
Week 3: This week, we learnt the different types of marks. There are logo, monogram, heraldry, trademark and more. In the previous semester, I did some research around the same topic for a project so it was really interesting to learn more about it
MKT62404 Brand Corporate Identity / Bachelor of Design (Hons) in Creative Media / Taylor's University
Task 1: Breaking Brand
LECTURES
Week 1: During the first lecture, we were introduced to the module itself which is Brand Corporate Identity. It is an integral part of graphic discipline as it focuses on the visual integrity of a brand. What we will learn from this module are the basic of identity design and the effective use of symbols in the area of communicating through visual. The lecturer also got through the projects we will be working on briefly and showed us the timeline we will need to follow.
Week 2: In week 2, we studied about "brand". The lecturer claimed that there are many confusing explanation when it comes to the word brand itself. We learned the brief history of brand and what are the differences between brand, brand identity and branding. Some examples were also given to gain a better understanding on the topic.
Week 3: This week, we learnt the different types of marks. There are logo, monogram, heraldry, trademark and more. In the previous semester, I did some research around the same topic for a project so it was really interesting to learn more about it
INSTRUCTIONS
PRACTICAL
The first task is to deconstruct a well-known brand in a group of
three. My groupmates are Dorcas and Janice, I have always loved
working with them since the very first semester and I admire their
organization skills so much. Each of us proposed one or two brands to
be analyzed and created a poll.
fig 1.1 group poll 28/3/22
Fujifilm and Spotify received the same votes, but after some
further discussions we decided to go with Spotify since Miss Li
Lian said it is fine if the brand doesn't have any physical
product. The module information booklet already outlined the
tasks and framework to help us do the research so we just
divided our tasks and set a deadline.
fig 1.2 full group research.pdf 2/4/22
For the submission, we have to create an individual slides
to gather the information that we have collected. I wanted
to design the slides in the "Spotify way". Instead of using
it's brand two major colours (black and green), I am
thinking of the colours they use for Spotify
Wrapped.
fig 1.3 reference: spotify wrapped
fig 1.4 colour palette
I also installed the exact same typeface that Spotify
uses which is 'Circular',
fig 1.5 typeface
I started sorting out and summarizing all the
information to fit them all in the slides and
tried my best to not make it look so
"overwhelming". It took a while because there were
so many repeated information. The main keywords
are highlighted in bold to make the information
easier to digest. Spotify is one of my favourite
streaming software, also the application that I
use the most daily so I really enjoyed the entire
process of deconstructing the brand itself.
fig 1.6 breaking brand slides.pdf
11/4/22
fig 1.1 group poll 28/3/22
Fujifilm and Spotify received the same votes, but after some
further discussions we decided to go with Spotify since Miss Li
Lian said it is fine if the brand doesn't have any physical
product. The module information booklet already outlined the
tasks and framework to help us do the research so we just
divided our tasks and set a deadline.
fig 1.2 full group research.pdf 2/4/22
fig 1.2 full group research.pdf 2/4/22
For the submission, we have to create an individual slides
to gather the information that we have collected. I wanted
to design the slides in the "Spotify way". Instead of using
it's brand two major colours (black and green), I am
thinking of the colours they use for Spotify
Wrapped.
fig 1.3 reference: spotify wrapped
fig 1.4 colour palette
fig 1.4 colour palette
I also installed the exact same typeface that Spotify
uses which is 'Circular',
fig 1.5 typeface
fig 1.5 typeface
I started sorting out and summarizing all the
information to fit them all in the slides and
tried my best to not make it look so
"overwhelming". It took a while because there were
so many repeated information. The main keywords
are highlighted in bold to make the information
easier to digest. Spotify is one of my favourite
streaming software, also the application that I
use the most daily so I really enjoyed the entire
process of deconstructing the brand itself.
fig 1.6 breaking brand slides.pdf
11/4/22
FEEDBACK
Week 4:
Your presentation slides are quite nice, it is a good example for
others.
REFLECTION
Experience
It was a fun experience breaking a brand and I think it showed us
that there are so much more about what is behind a successful brand
than what we already knew. Doing it in a team also helped me to stay
focused on a specific segment but also learn from what my teammates
have gathered.
Observation
Building a strong brand profile needs strategy and it was not easy, there were so many aspects to be considered. It is the same with building a great team for this assignment, I will not be able to complete the task without my groupmates.
Findings
This first task has opened my eyes to look more intro brand and its
profile. I find the target market part really interesting since I never knew
that it can be divided into different segmentation.
FURTHER READING
fig 1.7 What Is Market Segmentation? (Lotame, 2019)
https://www.lotame.com/what-is-market-segmentation/
I have some assignments previously that required me to
propose a brand or a product and explain my target audience.
Back then, all I knew was that I need to decide the targeted
age range. Through this task, I learnt that there are other
components when it comes to audience segmentation which are
demographic, geographic, physcographic and behavioural. And
for the specific brand my group has picked, Spotify, there is
a socioeconomic segmentation as well. To gain a better
understanding of these segmentations, I visited this article
from 2019.
fig 1.7 What Is Market Segmentation? (Lotame, 2019)
I have some assignments previously that required me to
propose a brand or a product and explain my target audience.
Back then, all I knew was that I need to decide the targeted
age range. Through this task, I learnt that there are other
components when it comes to audience segmentation which are
demographic, geographic, physcographic and behavioural. And
for the specific brand my group has picked, Spotify, there is
a socioeconomic segmentation as well. To gain a better
understanding of these segmentations, I visited this article
from 2019.
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