MKT62404 Brand Corporate Identity 4.4.22 - 18.5.22 (Week 2 - Week 8)
Wendy Seto / 0348805
MKT62404 Brand Corporate Identity / Bachelor of Design (Hons) in Creative Media / Taylor's University
Task 2: Logo
Week 5: The last lecture is about brand positioning. It is the
process of positioning a brand in the mind of the target audience
in order to create a unique impression that they can associate
with something specific and distinct from the other brands in the
same market. According to Willis (2017), there are 4 different
styles of positioning which are:
Moreover, according to Bueno (2019), there are 7 key steps to
effectively clarify a brand positioning in the marketplace such
as:
MKT62404 Brand Corporate Identity / Bachelor of Design (Hons) in Creative Media / Taylor's University
Task 2: Logo
LECTURES
Week 4: This week, we learn the theory of brand ideals. While
brand is about how we feel towards a product, service or
company, the term ideal is more to the conception of what is
considered as "perfect". Ideals are essential to a responsible
creative process, regardless of what the company size or the
business nature is. Below are the 9 ideals explained by Mr.
Vinod:
1. Vision
The foundation of a
brand.
2. Meaning
The idea, position and
values of a brand.
3. Authenticity
A
clarity of a brand's market, positioning, value proposition and
competitive differentiation.
4. Differentiation
The competition with brands that seek the similar
attention and focus.
5. Sustainability
The ability to have longevity in an environment that can
be achieved by brands through commitment.
6.
Coherence
The quality that ensures the pieces are
hold in a way that feels familiar and desireable to
customers.
7. Flexibility
The supporting
and growing strategy to make an innovation.
8.
Commitment
The engagement of motivation and
dedication to succeed.
9. Value
The
measureable results need to be created to promote a brand.
Together
brand ideal is the higher purpose of a brand that goes beyond
what they are offering which explains why the brand exists in
the first place and the impact it seeks to happen. Brand ideals
are often found in those who aims in achieving bigger goals. On
the other hand, brand values are about delivering the real
engagement towards a powerful bond with the target audience. In
fact, to make a brand value works, it has to reflect the
customers ideology with still embracing the passion of the
business itself. The lecturer also showed us some examples of
brand commercials that show strong brand ideals for us to gain a
better understanding of the discussed topic.
Week 5: The last lecture is about brand positioning. It is the
process of positioning a brand in the mind of the target audience
in order to create a unique impression that they can associate
with something specific and distinct from the other brands in the
same market. According to Willis (2017), there are 4 different
styles of positioning which are:
1.
Arm wrestling
Trying to take on the market leader and
beat them at their own game.
2.
Big fish, smaller pond
Focusing on a niche market
within a larger market that is being undeserved.
3.
Reframe the market
Reframing on an existing market in
new terms.
4. Change the game
Inventing a
new market.
Mr. Vinod also explained the difference
between positioning and differentiation since they are confusingly
similar and related to each other. Positioning is a strategic
process that marketers use to determine the place or an offering
that should be occupied in the given market, while differentiation
is the process that companies use to make a product or service
stands out from its competitors.
Moreover, according to Bueno (2019), there are 7 key steps to
effectively clarify a brand positioning in the marketplace such
as:
1. Determine how your brand is currently positioning
itself.
2. Identify the direct competitors.
3. Understand
how each competitor positioned their brand.
4. Compare your
positioning to the competitors to identify your uniqueness.
5.
Develop a distinct and value-based positioning idea.
6. Craft a
brand positioning statement.
7. Test the efficacy of your brand
positioning statement.
Lastly, Bueno (2019) also added
the 4 essential elements on creating a positioning statement which
are as following:
1. Target Customer
2. Market
Definition
3. Brand Promise
4. Reason to Believe
INSTRUCTIONS
PRACTICAL
Task 2A: Logo Research & Analysis
In the first part of task 2, we are assigned to collect and analyze
28 logos in 2 weeks time. We have to consider selecting 2 logos that
we see the first time during each day. These are the list of things
to identify:
1. Logo type
2.
Descriptive/abstract
3. Graphic elements
4. Colour
scheme
5. Type choice
I was still in Indonesia when
I started collecting the logos so some of them are Indonesian
brands. The last 2 logos were selected by choice since I love the
brands personally.
fig 1.1 task 2a: logo analysis.pdf 18/5/22
Task 2B: Logo Development
At the same time we were doing the logo analysis, we were
assigned to develop a logo for our own brand or occupation. Miss
Lilian wants us to think of 3 career choices that we want to do
if we are not designers, along with a rationale for each.
fig 2.1 my career choices.pdf
4/4/22
In the following week, we have to do a
brainstorming/mind-mapping for the chosen business and the brand
itself, as well as showing some visuals for reference. I decided
to go with my 3rd option but expand it to a studio
business.
fig 2.2 business brainstorm
10/4/22
I came up with 3 name ideas for the brand which are:
1.
Clay O'lay
2. Clay O'Clay
3. Clay Oh Clay
fig 2.1 my career choices.pdf 4/4/22
fig 2.2 business brainstorm 10/4/22
The "O'" or "Oh" is an interjection commonly used to express
emotions, while the repetition of the word “clay” aims to
create a rhyme to make the brand easier to be remembered and
recognized. Ms. Lilian advised me to use the 2nd once since it shows
more balance in the overall wording.
fig 2.3 brand brainstorm 10/4/22
fig 2.4 the studio interior visual references 10/4/22
We also have to produce 2 A4 sheets of logo sketches for
our brand with at least 20 ideas for each. It was not easy
to come up with 40 different logo for one brand, I don't
even know how I ended up sketching so many grabage ideas
with a total of 50. These sketches were done traditionally
and scanned for submission.
fig 2.5 logo sketches #1 17/4/22
fig 2.6 logo sketches #2 24/4/22
After receiving some feedback from Miss Lilian, I
continue working on roughly digitalizing the logos
that got possibilities on Adobe Illustrator.
Originally, Miss Lilian likes the logo number 44
and suggested me to combine it with logo number
48. She advises me to showcase the freeform
characteristic of clay to represent the identity
of the brand effectively.
fig 2.7 logo digitalization attempt 8/5/22
My personal top 3 is the ones on the
right. The top left logo is constructed
with pen tool, it did not turn out as what
I have imagined. The rest of the logos use
existing typefaces like Cocogoose and Vi
Thuy Tien, with some modified. I also
created 2 different forms for the logomark
which should be representing the clay.
After consulting with the lecturer, I
decided to go with the second form that
has 4 outward tips. Miss Lilian also
prefer the logo with sans-serif typeface
since it looks cleaner. Therefore, I am
combining both for the logotype.
fig 2.8 finalized logotype 17/5/22
fig 2.9 finalized logomark 17/5/22
After finalizing the logo, I
started experimenting on
different colour application.
This is fun because I loveeeee
colours. As shown in figure
2.3, I want to use colourful
colours like green and pink
for the logo Clay O'Clay to
gives a sense of excitement.
Green is known as a refreshing
colour while pink has always
been associated to sweetness
and pretty little things.
Moreover, I also set the
secondary colours for any
additional branding purpose.
fig 2.10 colour
palette 17/5/22
I tried to apply it in
different ways to see which
one works best.
fig 2.11 colour
experimentation 17/5/22
Later, I started
deconstructing my
logo design to
determine the
rational and
clearspace.
fig 2.12 logo
rationalization 17/5/22
fig 2.13 logo
clearspace 17/5/22
I also
created a
tagline for
the brand
which is
"Clay it
your way!"
which means there
is no rule
nor
limitations
on how
anyone
wants to shape
and make use
of their
clay.
fig 2.14
logo with
strapline 17/5/22
Furthermore,
I
determined
the
minimum
size
for
the
logo.
The
minimum
size
of the
logomark
is W x
H =
17.6 x
15.5
mm
while
the
logotype
is W x
H = 54
x 9.5
mm. I
also
derived
some
patterns
from
the
logo
elements
where
I
tried
to be
as
abstract
as
possible.
fig
2.15
patterns
#1 17/5/22
fig
2.16
patterns
#2 17/5/22
Lastly,
I
confirmed
the
typeface
choice
for
both
the
logo
and
the
brand.
The
typeface
used
in
the
logotype
is
Cocogoose
Regular
while
the
entire
branding
will
be
carried
with
the
Avenir
family.
Avenir
has
always
been
in
my
top
list
for
sans-serif.
Below
is
my
final
submission
in
pdf
for
task
2b:
fig 2.11 task 2b: logo development.pdf 18/5/22
fig 2.3 brand brainstorm 10/4/22
fig 2.4 the studio interior visual references 10/4/22
We also have to produce 2 A4 sheets of logo sketches for our brand with at least 20 ideas for each. It was not easy to come up with 40 different logo for one brand, I don't even know how I ended up sketching so many grabage ideas with a total of 50. These sketches were done traditionally and scanned for submission.
fig 2.5 logo sketches #1 17/4/22
fig 2.6 logo sketches #2 24/4/22
After receiving some feedback from Miss Lilian, I
continue working on roughly digitalizing the logos
that got possibilities on Adobe Illustrator.
Originally, Miss Lilian likes the logo number 44
and suggested me to combine it with logo number
48. She advises me to showcase the freeform
characteristic of clay to represent the identity
of the brand effectively.
fig 2.7 logo digitalization attempt 8/5/22
fig 2.7 logo digitalization attempt 8/5/22
My personal top 3 is the ones on the
right. The top left logo is constructed
with pen tool, it did not turn out as what
I have imagined. The rest of the logos use
existing typefaces like Cocogoose and Vi
Thuy Tien, with some modified. I also
created 2 different forms for the logomark
which should be representing the clay.
After consulting with the lecturer, I
decided to go with the second form that
has 4 outward tips. Miss Lilian also
prefer the logo with sans-serif typeface
since it looks cleaner. Therefore, I am
combining both for the logotype.
fig 2.8 finalized logotype 17/5/22
fig 2.9 finalized logomark 17/5/22
fig 2.8 finalized logotype 17/5/22
fig 2.9 finalized logomark 17/5/22
After finalizing the logo, I
started experimenting on
different colour application.
This is fun because I loveeeee
colours. As shown in figure
2.3, I want to use colourful
colours like green and pink
for the logo Clay O'Clay to
gives a sense of excitement.
Green is known as a refreshing
colour while pink has always
been associated to sweetness
and pretty little things.
Moreover, I also set the
secondary colours for any
additional branding purpose.
fig 2.10 colour palette 17/5/22
I tried to apply it in different ways to see which one works best.
fig 2.11 colour experimentation 17/5/22
fig 2.12 logo rationalization 17/5/22
fig 2.13 logo clearspace 17/5/22
fig 2.10 colour palette 17/5/22
I tried to apply it in different ways to see which one works best.
fig 2.11 colour experimentation 17/5/22
Later, I started
deconstructing my
logo design to
determine the
rational and
clearspace.
fig 2.12 logo rationalization 17/5/22
fig 2.13 logo clearspace 17/5/22
I also
created a
tagline for
the brand
which is
"Clay it
your way!"
which means there
is no rule
nor
limitations
on how
anyone
wants to shape
and make use
of their
clay.
fig 2.14 logo with strapline 17/5/22
fig 2.14 logo with strapline 17/5/22
Furthermore,
I
determined
the
minimum
size
for
the
logo.
The
minimum
size
of the
logomark
is W x
H =
17.6 x
15.5
mm
while
the
logotype
is W x
H = 54
x 9.5
mm. I
also
derived
some
patterns
from
the
logo
elements
where
I
tried
to be
as
abstract
as
possible.
fig 2.15 patterns #1 17/5/22
fig 2.16 patterns #2 17/5/22
fig 2.15 patterns #1 17/5/22
fig 2.16 patterns #2 17/5/22
Lastly,
I
confirmed
the
typeface
choice
for
both
the
logo
and
the
brand.
The
typeface
used
in
the
logotype
is
Cocogoose
Regular
while
the
entire
branding
will
be
carried
with
the
Avenir
family.
Avenir
has
always
been
in
my
top
list
for
sans-serif.
Below is my final submission in pdf for task 2b:
Below is my final submission in pdf for task 2b:
FEEDBACK
Week 2: It's nice that you have written the rationale for each
career choice but I want to see the brainstorming within the 5
framework already.
Week 3: A further research about the specific field you are working on is necessary, you have to gain more knowledge about clay and pottery in general. Don't take too long to decide on the brand name because you have to start sketching on some logo ideas.
Week 4: I like the idea of the freeform shapes of the text, it represents how clay works, maybe you can develop more ideas from this.
Week 6: Labour Day Holiday
Week 5: The irregular shapes do look great for the logo, but maybe you can try to use it to replace the O or plate shape in logo number 44 to create a logotype.
Week 7: I somehow prefer the ones with decent typeface on the right side, but I do agree that the shape on the bottom left looks slightly better to represent the letter "O".
Week 8: Independent Learning Week
Week 9: You have to have a clear measurement for the logo rationalization and clearspace. Give proper instructions of which is the width and which is the height for the minimum size, this is rather questioning for people in general. Also, pay more attention in your writing, remove all these hyphenation. I can see some creativity in the patterns, however the 3rd and 4th logo do not feel so relevant to the brand itself.
Week 3: A further research about the specific field you are working on is necessary, you have to gain more knowledge about clay and pottery in general. Don't take too long to decide on the brand name because you have to start sketching on some logo ideas.
Week 4: I like the idea of the freeform shapes of the text, it represents how clay works, maybe you can develop more ideas from this.
Week 6: Labour Day Holiday
Week 5: The irregular shapes do look great for the logo, but maybe you can try to use it to replace the O or plate shape in logo number 44 to create a logotype.
Week 7: I somehow prefer the ones with decent typeface on the right side, but I do agree that the shape on the bottom left looks slightly better to represent the letter "O".
Week 8: Independent Learning Week
Week 9: You have to have a clear measurement for the logo rationalization and clearspace. Give proper instructions of which is the width and which is the height for the minimum size, this is rather questioning for people in general. Also, pay more attention in your writing, remove all these hyphenation. I can see some creativity in the patterns, however the 3rd and 4th logo do not feel so relevant to the brand itself.
REFLECTION
Experience
It was supposed to be a fun experience to design a logo for our
own brand, we got to explore without any limitations and go on
our own path. However, the whole process feels like a disaster
to me. I like how the final logo turns out, just not that
satisfied with the GIF submission. I have the idea in my head
and know it very well that an improvement can still be made, it
is just my bad time management. Also, I have been working on a
laptop with broken LCD which worsen my performance especially
when doing the logo rationalization and clearspace. I kept on
mistakenly seeing the LCD lines as the grids in Adobe
Illustrator. If there is another chance, I would definitely do
better.
Observation
I enjoyed the process of analyzing 28 different brand logos, it was interesting to see how each brand has their own way to express their identity and compete in the market. The part B of the task also showed me how designer professionally propose their ideas to client.
Findings
I find that trying to come up with not 1 but 40+ logo ideas for a brand
is really challenging. It triggers our brain to think creatively of more
possibilities that can be made from one single concept.
FURTHER READING
fig 3.1 The 7 types of logos (and how to use them), Morr
(2022)
https://99designs.com/blog/tips/types-of-logos/
Actually, I have read this article back during my short
semester to differentiate between lettermark and wordmark.
However, now I am revisiting to learn about the rest of the
logo types to gain a better understanding in order to be
able to identify and classify them for the logo analysis
task.
fig 3.2 A Study of 597 Logos Shows Which Kind Is Most
Effective,, Luffarelli; Mukesh; Mahmood (2019)
https://hbr.org/2019/09/a-study-of-597-logos-shows-which-kind-is-most-effective
This article helps me to understand more about abstract vs
descriptive logo. Other than it ease my logo analyzing
process, it also guides me on how to create the most effective
logo for my task 2b.
fig 3.1 The 7 types of logos (and how to use them), Morr (2022)
https://99designs.com/blog/tips/types-of-logos/
Actually, I have read this article back during my short
semester to differentiate between lettermark and wordmark.
However, now I am revisiting to learn about the rest of the
logo types to gain a better understanding in order to be
able to identify and classify them for the logo analysis
task.
fig 3.2 A Study of 597 Logos Shows Which Kind Is Most Effective,, Luffarelli; Mukesh; Mahmood (2019)
https://hbr.org/2019/09/a-study-of-597-logos-shows-which-kind-is-most-effective
This article helps me to understand more about abstract vs
descriptive logo. Other than it ease my logo analyzing
process, it also guides me on how to create the most effective
logo for my task 2b.
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