Brand Corporate Identity Project 2
Rhyanne Cyrene Lowe
0347077
Bachelor of Design (Honours) in Creative Media
Brand Corporate Identity Project 2
LECTURES
Week 1: This module was introduced as a bridge to brand strategies next semester. Brand identity is integral in Graphic design as it focuses on the visual integrity of a brand. This module will allow us, students, to learn the effective use of visual communication in branding.
Week 2: The word brand derives from the Norweigian word 'brandr' or to burn which refers to the practice of branding livestock in which a farm would claim their livestock as theirs. Branding has slowly then evolved into companies claiming credit for their products.
A brand is a mental construct that can be seen as a person's perspective on a product, service, or company in which it can be influenced by communicating its qualities and values. As a designer, giving meaning to a product, service, or company by creating and shaping a brand allows people to experience and identify a brand in competition over another brand.
- Crest: Represents a family or corporate body, borne above the shield of a coat of arms or separately reproduce eg. writings on paper.
- Coat of Arms: Distinctive heraldic bearings or shield of a person, family corporation, or country.
- Insignia: A distinguishable badge or emblem of military rank, office or membership of an organization.
- Trademark: A symbol, word(s) legally registered or established by use as representing a company or product.
- Vision
- Meaning
- Authenticity
- Differentiation
- Substainability
- Coherence
- Flexibility
- Commitment
- Value
- Long term plan and strategy for your brand
- Influences
- Determining a destination or goal of your brand
- Clear direction
INSTRUCTIONS
Project 2A: Logo Collection & Analysis
Project 2B: Logo Design
3 Career & Questions
Chosen Brand
Brainstorming the Logo
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| fig 2.0 additional sketches refinement |
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| 2.1 Logo option 1 refinement |
Logo Vectors
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| 2.2 Logo 1 Space rationalisation on 'K' |
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| 2.3 Logo element Space rationalization |
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| 2.4 Logo 1 Refine1 options |
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| 2.5 Icon logo |
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2.6 Logo 2 Options |
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| fig 3.1 Logo 1 Options |
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| fig 3.2 Logo 1 Old/New comparison |
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fig 3.3 Logo Variations |
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| fig 3.4 Logo Variation- Black background |
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| fig 3.5 Logo Typeface options |
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| fig 3.6 Logo 3 Variation |
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| fig 3.7 Logo 4 Variations |
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| fig 3.8 Icon |
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| fig 4.0 Icon Complimentary colours and variations 1 |
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fig 4.1 Icon Complimentary colours and variations 2 |
FEEDBACK
Week 3: Ms. Lilian mentioned the mind map should be based on how to visualize the logos instead of the brand. So I will have to create another mind map focusing the idea on the logo. I should list down the approach to the logo and how to visualize it.
For the logo design, Ms. Lilian was intrigued with the round leaf forms and advised I playing with the round forms. By next week, I should refine the logos chosen to further understand which one fits best.
Week 4: Logo analysis is done from an interesting angle. Ms. Lilian liked how my slides present my own categorizing terms based on your analysis and to keep this part in. Ms. Lilian mentioned that I have done will provide a good overall look at selected logos and indicates a good level of analytical output beyond what is required of the brief. Now to carry this forward, I would have to pick out each selected logo and do a single slide analysis for it. So each of my selected logos, whether bad or good could be individually analyzed. An improved mind map is clearer and provides better keywords that may help me in the visualization of the logo process.
Week 5: Ms Lilian said that the 'E' in my first option logo should look more organic to match with the 'G' and 'K'. She also suggested aligning and matching up the lines and corners from the other letters. Ms Lilian also liked the second vectorized logo but agreed that it did not fit my brand as a Batik Shop and looked more suited for a Tea brand.
Ms. Lilian said I could experiment more on the lowercase typeface as well to look at it in a vectorized and digitized form if I wanted to. If not, I could carry on refining my first option logo.
Week 6: This week, ms. Lilian advised me to go with the elongated K option so that the form of the logo makes it look more organic and does not look too rectangular. Ms. Lilian also suggested choosing a different typeface for the strapline or try it with a lowercase instead so that the logo does not look blocky. My next step for this would be to refine it more with space rationalization for the typeface.
For the colour, Ms Lilian preferred the 2nd option because of the vibrancy of the gold and high contrasting cool tones.
Week 9: Project 2A - The format of the overall logo analysis presentation showed effectiveness but the individual analysis was too simple and lacked more constructive criticism. Ms Lilian also said I should include a reference list at the end as well.
Project 2B: Ms Lilian said that I should expand to several pages to showcase the varieties of the logo because it looked less impactful because of how cramped it was on one page. I showed good technical skills and can balance the visual aspect of a logo. Overall, I had a good design but i should learn to document m work better.
REFLECTION
Week 1:
Experience: I was very intrigued and interested in the project I will do this semester in this class. Branding has always been one of my top interest in Graphic Design because your creativity and medium is endless.
Observation: It was exciting to see how engaging Ms. Lilian was with the class on the first day which excited me to think that this class was going to be really helpful and I was going to learn a lot.
Findings: I found that there are a lot of things I did not consider with branding such as the type of marks and how it is categorized.
Week 3:
Experience: Starting project 2 was exciting as yet nerve-wracking because the branding is a limitless venture and choosing the appropriate subject to work on is important to ensure that I can end the project learning something new.
Observation: I've realised that I'm really interested in branding as a designer and the concept and process of it as it allows me a lot of freedom as a designer yet it provides me with a set of guidelines and rules to follow,
Findings: I found that it is important to understand the brand you are working on to ensure that you have a firm grasp on what to work on next to improve it.
Week 4:
Experience: This week has been a productive week for my brain to create as many sketches and ideas as I can in an amount of time. Usually, I would prefer spending a longer time on my idea production but with a time frame to abide by, I had to make do.
Observation: I noticed that I tend to rely on a final image of an idea and work around that instead of creating various different options at the start. This can hold me back at times and i've learned how to break from that habit during this process.
Findings: I found that going through other designers work can be incredibly helpful during an art block when I'm out of ideas. Being inspired by other creator's work can boost my motivation into creating my own.
Week 5:
Experience: I did not get to spend a preferable amount of time during this week as I was busy with personal matters but I was proud of the ideas I wanted to show Ms. Lilian anyway.
Observation: I noticed that I tend to be afraid to try drastic styles in design but Ms.Lilian helped me see things from a different perspective.
Findings: I found that the refining process of a logo design is almost never-ending which is beneficial at times but can be difficult for indecisive people like me:/
Week 6:
Experience: This week I got to spend more time refining my ideas and other areas of my logo. I was fun to experiment on a single logo and create different variations of it.
Observations: I noticed that it's rather difficult for me to give certain ideas a chance for review especially when it's not up to my expectations.
Findings: Ms. Lilian helped me improve my ideas with input i would have never thought of. I found that having a second voice is really helpful in the process.
Week7:
Experience: The refinement process was a little tedious because I found myself going back and forth to fix little details
Observation: I noticed that the logo design process is not as simple as I used to think it was
Findings: I found that it's important to "kill your darlings" during the design process and not get too fixated on one idea or else you'll miss the opportunity to try something new.
FURTHER READINGS
Branding Guidelines - Uptime Institute
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