MKT62404 Brand Corporate Identity 28.3.22 - 27.6.22 (Week 1 - Week 14)
Wendy Seto / 0348805
Bachelor of Design (Hons) in Creative Media / Taylor's University
Bachelor of Design (Hons) in Creative Media / Taylor's University
Final Compilation
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:
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:
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
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
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 1: Breaking Brand
Task 1: Breaking Brand
fig 1.1 task 1: breaking brand.pdf 11/4/22
fig 2.1 task 2a: logo analysis.pdf 18/5/22
Task 2: Logo
fig 2.1 task 2a: logo analysis.pdf 18/5/22
fig 2.2 task 2b: logo development.pdf 18/5/22
Task 3: Brand Profile & Applications
fig 3.1 task 3a: brand profile.pdf 3/6/22
fig 3.2 brand applications.pdf 3/6/22
fig 3.1 task 3a: brand profile.pdf 3/6/22
fig 3.2 brand applications.pdf 3/6/22
Task 4: Brand Guidelines
fig 4.1 task 4: brand guidelines.pdf 27/6/22
fig 4.1 task 4: brand guidelines.pdf 27/6/22
*open this on a web browser or using a PDF reader to allow the interactive to work*
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: Your breaking brand slides are quite nice, it is a good example for others. For your task 2 progress, 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. I can see you already have some ideas here for task 3 but remember you need to have all the things stated in the module information booklet.
Week 10: You can actually make 2 business cards from the designs you have created, one for the company and one for the individuals for example you as the founder. It is recommended to stick with a regular rectangular shape for these cards because it was made to be convinient for others to keep in their wallet. The idea of having grids on the letterhead and continuation sheet is interesting. Using the logo shape as a frame for the image you have on your website design is fine but you mustn't forget including the apostrophe because it is still a part of your logo.
Week 11: I can see consistency in your applications, but I notice that you are using a pattern that suddenly come out nowhere. The pattern is rather irrelevant, it does not represent your brand. Maybe you can replace it with the one that is derived from your logo, come up with new pattern or just do not use any.
Week 12: Try to show more visuals on your work. You should have included more than one typeface in your brand typeface list to help you create the typography hieararchy. Do not use the checkered pattern, if you insist you can try to make it less rigid like your idea of the logo shape which is adaptable. Good use of the apostrophe as the navigation arrows, I would definitely recommend this.
Week 13: The body copy can slightly be reduced to distinguish it from the navigation. If you check this pdf on your web browser, you may feel it looks too big. Be careful of orphanns that I saw accross the guidelines, please keenn accordingly. Crop the picture on some of the pages to allow navigation on white background. For the second draft's brand colour page, it's quite rejig, maybe can expand it to two pages or put the colours onn a white background.
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: Your breaking brand slides are quite nice, it is a good example for others. For your task 2 progress, 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. I can see you already have some ideas here for task 3 but remember you need to have all the things stated in the module information booklet.
Week 10: You can actually make 2 business cards from the designs you have created, one for the company and one for the individuals for example you as the founder. It is recommended to stick with a regular rectangular shape for these cards because it was made to be convinient for others to keep in their wallet. The idea of having grids on the letterhead and continuation sheet is interesting. Using the logo shape as a frame for the image you have on your website design is fine but you mustn't forget including the apostrophe because it is still a part of your logo.
Week 11: I can see consistency in your applications, but I notice that you are using a pattern that suddenly come out nowhere. The pattern is rather irrelevant, it does not represent your brand. Maybe you can replace it with the one that is derived from your logo, come up with new pattern or just do not use any.
Week 12: Try to show more visuals on your work. You should have included more than one typeface in your brand typeface list to help you create the typography hieararchy. Do not use the checkered pattern, if you insist you can try to make it less rigid like your idea of the logo shape which is adaptable. Good use of the apostrophe as the navigation arrows, I would definitely recommend this.
Week 13: The body copy can slightly be reduced to distinguish it from the navigation. If you check this pdf on your web browser, you may feel it looks too big. Be careful of orphanns that I saw accross the guidelines, please keenn accordingly. Crop the picture on some of the pages to allow navigation on white background. For the second draft's brand colour page, it's quite rejig, maybe can expand it to two pages or put the colours onn a white background.
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