MKT62404 Brand Corporate Identity 1.6.22 - 27.6.22 (Week 10 - 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
Task 4: Brand Guidelines
LECTURES
Grid System #1
Grid System #2
Grid System #3
FEEDBACK
REFLECTION
FURTHER READING
LECTURES
INSTRUCTIONS
PRACTICAL
Task 4
This task is a collaboration between Brand Corporate Identity and Publishing Design where Miss Lilian will focus on the contents while Mr Vinod guides us with the layout. Before starting to work on my brand guidelines, I made some revision on my contents based on the feedback given by Miss Lilian from the previous tasks.
1.1 Content Revision
#1 Logo Space Rationalization
Miss Lilian said my logo needs to have the detailed measurement, or at least use a clear indicator to rationalize the space. Hence, I'm using horizontal and vertical lines to show how the logo is constructed.
fig 1.1.1 logomark space rationalization (revised)
fig 1.1.2 logotype space rationalization (revised)
Task 4
This task is a collaboration between Brand Corporate Identity and Publishing Design where Miss Lilian will focus on the contents while Mr Vinod guides us with the layout. Before starting to work on my brand guidelines, I made some revision on my contents based on the feedback given by Miss Lilian from the previous tasks.
1.1 Content Revision
#1 Logo Space Rationalization
Miss Lilian said my logo needs to have the detailed measurement, or at least use a clear indicator to rationalize the space. Hence, I'm using horizontal and vertical lines to show how the logo is constructed.
fig 1.1.1 logomark space rationalization (revised)
fig 1.1.2 logotype space rationalization (revised)
#2 Logo Clearspace
Miss Lilian suggested me to use the apostrophe in my logo as the indicator to identify my logo clearspace. While working on task 2, I didn't really understand what this is for but now I get that it is supposed to be determining the area around the logo that has to be left empty at all times.
fig 1.1.3 logomark clearspace
fig 1.1.4 logotype clearspace
Miss Lilian suggested me to use the apostrophe in my logo as the indicator to identify my logo clearspace. While working on task 2, I didn't really understand what this is for but now I get that it is supposed to be determining the area around the logo that has to be left empty at all times.
fig 1.1.3 logomark clearspace
fig 1.1.4 logotype clearspace
#3 Logo Minimum Size
I didn't indicate which measurement is the height and which is the width previously and Miss Lilian said it might be difficult for non-designers to understand.
I didn't indicate which measurement is the height and which is the width previously and Miss Lilian said it might be difficult for non-designers to understand.
fig 1.1.5 logo minimum size
#4 Envelope
I put my logo on the front side of the envelope and Miss Lilian said normally it is left blank. Replacing it with the sender's and receiver's addresses might work as well.
fig 1.1.6 envelope
#5 Other Application Backgrounds
Miss Lilian also commented about the patterns I am using a lot in task 3, I did show consistency in all of my applications but she wouldn't recommend me using the pattern that suddenly came out of nowhere just to fill in the empty spaces. The thing is I didn't make any decent pattern in task 2 because I thought we need to came up with something as random as we can. I made things like flowers and batik from the logo and I don't think I can use them for my brand application. Therefore, I attempted on creating another pattern to replace the current one.
fig 1.1.7 new pattern in pink and green
fig 1.1.8 new pattern in pink and white
I'm not happy with the result so I decided to proceed with not using any pattern. Instead, I'm changing some of my collateral backgrounds to solid colours and remove the irrelevant pattern.
fig 1.1.9 revised backgrounds
Now, in order to begin designing the brand
guidielines, we have to decide on which grid
system to use. I set my margin for every sides
to 50 px and remain all of the gutters for the
columns and rows to 12 px for all of the grid
options.
I put my logo on the front side of the envelope and Miss Lilian said normally it is left blank. Replacing it with the sender's and receiver's addresses might work as well.
fig 1.1.6 envelope
#5 Other Application Backgrounds
Miss Lilian also commented about the patterns I am using a lot in task 3, I did show consistency in all of my applications but she wouldn't recommend me using the pattern that suddenly came out of nowhere just to fill in the empty spaces. The thing is I didn't make any decent pattern in task 2 because I thought we need to came up with something as random as we can. I made things like flowers and batik from the logo and I don't think I can use them for my brand application. Therefore, I attempted on creating another pattern to replace the current one.
fig 1.1.7 new pattern in pink and green
fig 1.1.8 new pattern in pink and white
I'm not happy with the result so I decided to proceed with not using any pattern. Instead, I'm changing some of my collateral backgrounds to solid colours and remove the irrelevant pattern.
fig 1.1.9 revised backgrounds
1.2 Brand Guidelines
Grid System #1
Columns: 3
Rows: 5
Grid System #2
Columns: 6
Rows: 3
Grid System #3
Columns: 7
Rows: 4
fig 1.2.1 the 3 grid systems.pdf
1/6/22
I tried to create the navigation and the contents
page in the 3 grid systems with my only brand typeface which
is the Avenir family.
fig 1.2.2 grid systems with text.pdf 1/6/22
I felt like the more columns and rows I have will help me to
layout my brand guidelines easier and also an odd number of
columns will make the contents page appear more symmetrical
because the first section sub-pages' headings are shorter than
the second and third so I decided to go with grid system #3
(as highlighted).
According to Miss Lilian, it
would be nice if I can show more visuals in this task since my
task 3 was kind of lack. Hence, here was my first draft where
I created multiple layouts for each page just because I was so
indecisive.
fig 1.2.3 brand guidelines first draft.pdf 12/6/22
Some of my layouts were using the logo typeface as the
heading and Miss Lilian advised me not to. If I really want to
use it than I should have included it on my brand typeface
list from the beginning. I was totally aware of that but my
stubborn-self just couldn't help but to try applying it
anyway. Well, I just want to see how it would look like. The
reason I didn't include the logo typeface on my brand typeface
list was because I have always think that a logo typeface
should just appear on the logo, it will lose it's "specialty"
if I also use it for the body text.
Miss
Lilian also didn't recommend me to use the checkered pattern
as it's not directly related to the logo, although I did apply
it on some of my collaterals. However, she liked the idea of
me using the apostrophe from my logo to form the navigation
arrows.
According to Mr Vinod however, my
content page actually looked pretty nice. But after I told him
why Miss Lilian wanted me to fix it, he agreed with her. Mr.
Vinod also told me that I should showcase my logo in all of
the pages, so I decided to replace my home button with the
logo instead. After looking through my draft, Mr. Vinod
realized that I didn't use the knowledge I have received from
the previous tasks. There was no consistency in the line
lengths of my contents. If he didn't mention about this, I'm
pretty sure that I'll fail my layouting because I was unaware
that I have been treating this task like presentation
slides.
1.2.4 attempting to use a visual (imagery) on the content
page
15/6/22
1.2.5 replacing the home button with the logomark and
changing the rest to lowercases 15/6/22
1.2.6 exploring the possibilities of applying the brand
logo on the design (it doesn't work lmao) 15/6/22
1.2.7 another exploration of the possibility of using an
element from the brand logo on the design 17/6/22
1.2.8 considering how I'll put my text while maintaining the
consistent line length 17/6/22
fig 1.2.9 brand guidelines second draft.pdf 19/6/22
Mr Vinod suggested me to crop or make the visual blurry
behind the navigation to make the icons more visible.
Therefore, he also mentioned to the class that not all of
his suggestions should be taken. After all it's our design
so we have to decide on our own on what action to be done. I
personally think if I make the visuals blurry on the top, it
will ruin the overall appearances. I did cropped some of the
visuals that I consider more crowded than the others though
so I don't think there is a problem. I also asked for Miss
Lilian opinion on this and she agreed with me leaving it as
it is.
Furthermore, Mr. Vinod told me to pay more
attention to the ragging. I can always do some kerning or
activate the hyphenation if needed. Within the similar
concern, Miss Lilian noticed several orphans accross my
brand guidelines. Also my body text font size can still be
slightly reduced to distinguish it from the navigation.
I was also struggling miserably with this one page. Mr Vinod agreed that it looked rather weird and busy but he wanted me to figure it out on my own. Miss Lilian told me to decide based on the overall consistency of the other chapter headings and suggested that I can actually change the title to "brand application" instead of "applications".
fig 1.2.10 the evolution of the chapter 3 heading 26/6/22
And here is my final brand guidelines after going through dozens of revision:
fig 1.2.11 final brand guidelines.pdf 26/6/22
fig 1.2.1 the 3 grid systems.pdf 1/6/22
I tried to create the navigation and the contents page in the 3 grid systems with my only brand typeface which is the Avenir family.
fig 1.2.2 grid systems with text.pdf 1/6/22
I felt like the more columns and rows I have will help me to
layout my brand guidelines easier and also an odd number of
columns will make the contents page appear more symmetrical
because the first section sub-pages' headings are shorter than
the second and third so I decided to go with grid system #3
(as highlighted).
According to Miss Lilian, it would be nice if I can show more visuals in this task since my task 3 was kind of lack. Hence, here was my first draft where I created multiple layouts for each page just because I was so indecisive.
According to Miss Lilian, it would be nice if I can show more visuals in this task since my task 3 was kind of lack. Hence, here was my first draft where I created multiple layouts for each page just because I was so indecisive.
fig 1.2.3 brand guidelines first draft.pdf 12/6/22
Some of my layouts were using the logo typeface as the
heading and Miss Lilian advised me not to. If I really want to
use it than I should have included it on my brand typeface
list from the beginning. I was totally aware of that but my
stubborn-self just couldn't help but to try applying it
anyway. Well, I just want to see how it would look like. The
reason I didn't include the logo typeface on my brand typeface
list was because I have always think that a logo typeface
should just appear on the logo, it will lose it's "specialty"
if I also use it for the body text.
Miss Lilian also didn't recommend me to use the checkered pattern as it's not directly related to the logo, although I did apply it on some of my collaterals. However, she liked the idea of me using the apostrophe from my logo to form the navigation arrows.
According to Mr Vinod however, my content page actually looked pretty nice. But after I told him why Miss Lilian wanted me to fix it, he agreed with her. Mr. Vinod also told me that I should showcase my logo in all of the pages, so I decided to replace my home button with the logo instead. After looking through my draft, Mr. Vinod realized that I didn't use the knowledge I have received from the previous tasks. There was no consistency in the line lengths of my contents. If he didn't mention about this, I'm pretty sure that I'll fail my layouting because I was unaware that I have been treating this task like presentation slides.
1.2.4 attempting to use a visual (imagery) on the content page 15/6/22
1.2.5 replacing the home button with the logomark and changing the rest to lowercases 15/6/22
1.2.6 exploring the possibilities of applying the brand logo on the design (it doesn't work lmao) 15/6/22
1.2.7 another exploration of the possibility of using an element from the brand logo on the design 17/6/22
1.2.8 considering how I'll put my text while maintaining the consistent line length 17/6/22
Miss Lilian also didn't recommend me to use the checkered pattern as it's not directly related to the logo, although I did apply it on some of my collaterals. However, she liked the idea of me using the apostrophe from my logo to form the navigation arrows.
According to Mr Vinod however, my content page actually looked pretty nice. But after I told him why Miss Lilian wanted me to fix it, he agreed with her. Mr. Vinod also told me that I should showcase my logo in all of the pages, so I decided to replace my home button with the logo instead. After looking through my draft, Mr. Vinod realized that I didn't use the knowledge I have received from the previous tasks. There was no consistency in the line lengths of my contents. If he didn't mention about this, I'm pretty sure that I'll fail my layouting because I was unaware that I have been treating this task like presentation slides.
1.2.4 attempting to use a visual (imagery) on the content page 15/6/22
1.2.5 replacing the home button with the logomark and changing the rest to lowercases 15/6/22
1.2.6 exploring the possibilities of applying the brand logo on the design (it doesn't work lmao) 15/6/22
1.2.7 another exploration of the possibility of using an element from the brand logo on the design 17/6/22
1.2.8 considering how I'll put my text while maintaining the consistent line length 17/6/22
fig 1.2.9 brand guidelines second draft.pdf 19/6/22
Mr Vinod suggested me to crop or make the visual blurry
behind the navigation to make the icons more visible.
Therefore, he also mentioned to the class that not all of
his suggestions should be taken. After all it's our design
so we have to decide on our own on what action to be done. I
personally think if I make the visuals blurry on the top, it
will ruin the overall appearances. I did cropped some of the
visuals that I consider more crowded than the others though
so I don't think there is a problem. I also asked for Miss
Lilian opinion on this and she agreed with me leaving it as
it is.
Furthermore, Mr. Vinod told me to pay more attention to the ragging. I can always do some kerning or activate the hyphenation if needed. Within the similar concern, Miss Lilian noticed several orphans accross my brand guidelines. Also my body text font size can still be slightly reduced to distinguish it from the navigation.
I was also struggling miserably with this one page. Mr Vinod agreed that it looked rather weird and busy but he wanted me to figure it out on my own. Miss Lilian told me to decide based on the overall consistency of the other chapter headings and suggested that I can actually change the title to "brand application" instead of "applications".
fig 1.2.10 the evolution of the chapter 3 heading 26/6/22
And here is my final brand guidelines after going through dozens of revision:
Furthermore, Mr. Vinod told me to pay more attention to the ragging. I can always do some kerning or activate the hyphenation if needed. Within the similar concern, Miss Lilian noticed several orphans accross my brand guidelines. Also my body text font size can still be slightly reduced to distinguish it from the navigation.
I was also struggling miserably with this one page. Mr Vinod agreed that it looked rather weird and busy but he wanted me to figure it out on my own. Miss Lilian told me to decide based on the overall consistency of the other chapter headings and suggested that I can actually change the title to "brand application" instead of "applications".
fig 1.2.10 the evolution of the chapter 3 heading 26/6/22
And here is my final brand guidelines after going through dozens of revision:
fig 1.2.11 final brand guidelines.pdf 26/6/22
fig 1.2.12 final brand guidelines thumbnails.pdf 26/6/22
fig 1.2.13 final brand guidelines thumbnails with grids.pdf 26/6/22
Final step for this task, we have to make the buttons interactive. It did sound complicated at first but turns out it wasn't that bad. Miss Lilian showed us briefly on how to do it and tadaaa I did it! It didn't take so much time as I expected it would be, even trying to see if the interactive works took me longer. I was unable to crack the Adobe Acrobat on my macbook, it got a lot of coding to do with terminal and I'm just so done with it. I thought the software is supposed to come together with the whole Creative Cloud!? Due to not being able to check if my interactive is working or not, I just recklessly submitted it lol.
fig 1.2.14 interactive brand guidelines draft.pdf 26/6/22
*open this on a web browser or using a PDF reader to allow the interactive to work*
After submitting for the second time to Miss Lilian because she said the first one wasn't working, she told me that I can actually check if I open the file on my browser so I did and uh oh, I realize that some of the rollover's colour selection is not that suitable. I decided to revise it again on InDesign just to make it always appear visible on every pages. This one I did it about 3 hours pass the submission deadline though so I don't mind if Miss Lilian is grading the previous one because that works just fine as well.
fig 1.2.15 final interactive brand guidelines.pdf 27/6/22
*open this on a web browser or using a PDF reader to allow the interactive to work*
fig 1.2.12 final brand guidelines thumbnails.pdf 26/6/22
fig 1.2.13 final brand guidelines thumbnails with grids.pdf 26/6/22
Final step for this task, we have to make the buttons interactive. It did sound complicated at first but turns out it wasn't that bad. Miss Lilian showed us briefly on how to do it and tadaaa I did it! It didn't take so much time as I expected it would be, even trying to see if the interactive works took me longer. I was unable to crack the Adobe Acrobat on my macbook, it got a lot of coding to do with terminal and I'm just so done with it. I thought the software is supposed to come together with the whole Creative Cloud!? Due to not being able to check if my interactive is working or not, I just recklessly submitted it lol.
fig 1.2.14 interactive brand guidelines draft.pdf 26/6/22
*open this on a web browser or using a PDF reader to allow the interactive to work*
After submitting for the second time to Miss Lilian because she said the first one wasn't working, she told me that I can actually check if I open the file on my browser so I did and uh oh, I realize that some of the rollover's colour selection is not that suitable. I decided to revise it again on InDesign just to make it always appear visible on every pages. This one I did it about 3 hours pass the submission deadline though so I don't mind if Miss Lilian is grading the previous one because that works just fine as well.
fig 1.2.15 final interactive brand guidelines.pdf 27/6/22
*open this on a web browser or using a PDF reader to allow the interactive to work*
*open this on a web browser or using a PDF reader to allow the interactive to work*
FEEDBACK
Week 12:
Miss Lilian
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.
Mr Vinod
The first content page actually look
quite nice to me but Miss Lilian knows
more about your brand identity so you
should take her advice. You should
showcase your logo in all of your pages,
replacing the home button with it could
work. Please apply your knowledge from
previous tasks on flowing the texts, the
line lengths are inconsistent.
Week 13:
Miss Lilian
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.
Mr Vinod
Crop some of the images or make it blurry
(gradient) to make the navigation clearer.
Pay more attention to the ragging, you can
always do a little bit of kerning or turn
the hyphenation on if needed. Some
lecturers may not allow hyphens but if
there is one or two it should be
fine.
Week 12:
Miss Lilian
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.
Mr Vinod
The first content page actually look quite nice to me but Miss Lilian knows more about your brand identity so you should take her advice. You should showcase your logo in all of your pages, replacing the home button with it could work. Please apply your knowledge from previous tasks on flowing the texts, the line lengths are inconsistent.
Week 13:
Miss Lilian
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.
Mr Vinod
Crop some of the images or make it blurry (gradient) to make the navigation clearer. Pay more attention to the ragging, you can always do a little bit of kerning or turn the hyphenation on if needed. Some lecturers may not allow hyphens but if there is one or two it should be fine.
Miss Lilian
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.
Mr Vinod
The first content page actually look quite nice to me but Miss Lilian knows more about your brand identity so you should take her advice. You should showcase your logo in all of your pages, replacing the home button with it could work. Please apply your knowledge from previous tasks on flowing the texts, the line lengths are inconsistent.
Week 13:
Miss Lilian
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.
Mr Vinod
Crop some of the images or make it blurry (gradient) to make the navigation clearer. Pay more attention to the ragging, you can always do a little bit of kerning or turn the hyphenation on if needed. Some lecturers may not allow hyphens but if there is one or two it should be fine.
REFLECTION
It's nice that we got to do our final project for both modules at
once so it kind of lightened our workload. It has been a tough
semester indeed but guess what it's almost over! I'm really
grateful to have both Miss Lilian and Mr Vinod to supervise me on
my brand guidelines, totally wouldn't have done it without them.
All of their feedback were very helpful for me and I'm glad to say
that I ennjoyed the entire process. The only struggle I was facing is having to survive with my sad laptop. I have to take a break every once in a while to let it calm down so it glitches less. Otherwise, my eyes will go to other dimension.
fig 2.1 my sad laptop #pain
Overall, I can say that I'm quite satisfied with the final outcome. If there is anything I want to improve on is probably to explore more about the InDesign interactive feature and apply it on my project.
fig 2.1 my sad laptop #pain
FURTHER READING
The Importance of Brand Guidelines (Iconic Digital, 2022)
https://iconicdigitalagency.com/blog/branding/the-importance-of-brand-guidelines/
At first, I didn't really get the idea of brand guidelines. It literally look like a website to me. This article helped me to understand what brand guidelines are, what is included in it and why do we need it.
The Importance of Brand Guidelines (Iconic Digital, 2022)
https://iconicdigitalagency.com/blog/branding/the-importance-of-brand-guidelines/
At first, I didn't really get the idea of brand guidelines. It literally look like a website to me. This article helped me to understand what brand guidelines are, what is included in it and why do we need it.
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