Brand Corporate Identity - Project 2
Brand Corporate Identity
Week 2-7
Chan Meiling// 0337771// BDCM
Project 2
LECTURE
Week 2
Ms Li Lian briefed us about the requirements and the expectations of this project this week. We are required to observe and collect 2 logos every day and do an analysis for the logos we've collected for Project 2A. For Project 2A, we are required to come up with an idea to brand to come up with a logo design the complements the idea we will be choosing.
Week 4
This week, I came up with a new mind map because Ms said that the last week I've shown is only about the brand's offering mind map but not the mind map for the brand concept and logo.
Besides, I also worked on the sketches that Ms Li Lian commented on and came up with a few other ideas as well.
Week 5
This week, I picked 2 of the ideas I like and was given positive feedback to continue explore and to work on.
Besides, I've also tried digitizing two of the ideas of my sketches.
developed into an iconic logo. Idea 7&8, doorway idea, prefer the cloud as a base to give
meaning to ‘dream’ part of your brand name, but like the idea of peeking ice cream in Idea 8.
See if you can combine both. Maybe the ice cream needs to look more like it’s escaping as
well, through the doorway. Idea 16, as previous comment (on Idea 7&8), see what components you can adapt to develop the idea, again this is about the concept of the an ice cream escape. Like the stairway leading into the ice cream. Idea 20, again the space feature like Idea 3, see if it can developed along similar veins, maybe not adapt the rocket fins as this takes away from the form of the ice cream. Idea 19, maybe can work as well, looking into two worlds, be more explorative on what the geometric shapes etc. are on each half of logo, to create scenery, surrealist fantasy, etc. again with the idea of escaping in mind. Good progress this week!
Week 2-7
Chan Meiling// 0337771// BDCM
Project 2
LECTURE
BCI_4_Brand Ideals
Lecture summary:
Brand Ideals is the higher purpose of a brand that goes beyond the product or the service they sell, it is the inspirational reason for existing and the impact the brand seeks to make. Belief is also very important to achieve brand ideals, a unified team which shared intentions. It not something you can achieve right away but it's like a process. I learnt that the term 'brand' comprise of so many different components; aside from the brand's offering and the visual aspects, all the meanings, promises, services etc all plays a part in it which makes me realized that building a successful brand is an complex process and it takes a lot of thoughts and ideas in it.
Lecture notes:
Brand value
- deliver engagement
- direct bonds with target audience (purpose, personality and proposition transform the relationship, it is the reflective of customer's ideology)
Vision
- The tenacity of what they believe is possible
- Value storytelling to build culture and bonds
Meaning
- Important to be explained, understood and approved so that it will have a framework for elements with logic
Authenticity
- Self knowledge, know who they are and what they stand for
- Being true to yourself is important while ensuring customers are seeing it
Coherence
- The experiences feel familiar and have the desired effect for customers
- Build trust, foster loyalty
- Built on cohesive brand architecture
- Utilizes specially designed colours, typeface families and format
- Sense of familiarity and instant recognization
Flexibility
- Open to change
- Balance between control and creativity to adhere the identity
BCI 5 positioning
Lecture Summary:
The topic of the 5th lecture was brand positioning, also known as positioning strategy, brand strategy, or brand positioning statement. The purpose of positioning is to make a lasting impression on the customer or to have something distinct about a brand that sets it apart from the competitors in the marketplace. I learnt that it is important to identify the uniqueness of your own brand and determines what differentiates the brand from others. Mr Vinod explained that the term 'positioning' is more deal towards mentally while differentiation deals more towards the tangible aspects.
By answering these question is the fundamental steps to clarify the brand positioning
1. Who are you?
2. What do you do?
3. Why does it matter?
Lecture notes:
INSTRUCTIONS
MIB
Week 2
Ms Li Lian briefed us about the requirements and the expectations of this project this week. We are required to observe and collect 2 logos every day and do an analysis for the logos we've collected for Project 2A. For Project 2A, we are required to come up with an idea to brand to come up with a logo design the complements the idea we will be choosing.
Project 2A
Project 2A_Logo Analysis
Project 2B
On the second week, Ms Lilian asked us to brainstorm about ideas of what we would like to do and brand the relevant business/ occupation if we are not a designer.
Business Idea Brainstorm
Week 3
This week, we are required to do a mind map for the business idea that we are going for and come up with 2 pages of logo sketches. I've decided to choose the ice cream shop idea and I did a simple mind map on miro board about the concept of the ice cream branding.
Mind Map
Week 3 Idea Sketches Development
This week, I came up with a new mind map because Ms said that the last week I've shown is only about the brand's offering mind map but not the mind map for the brand concept and logo.
Brand Concept Mind Map
Week 4 Idea Sketches Development
Week 5
This week, I picked 2 of the ideas I like and was given positive feedback to continue explore and to work on.
Week 5 Idea Sketches Development
Logo Digitalization Attempt
Week 6
After my ice cream doorway on cloud logo being approved, I moved on to the digitalization of the logo and did some exploration.
Logo Digitalization Exploration
I then moved on to tweak and adjust my logo a little by using lines and circles as my guide.
Using Lines As A Guide For Logo Form Construction
Using Circles As A Guide For Logo Form Construction
For my space and clear space, I've used the sparkle element in the logo to rationalize the construction of the space between the elements and also the clear space.
Using Sparkle Element In Logo For Space Rationalization
Moving on, I explored with different colour palettes in my mood board to try out on my logo design.
Logo Colour Explorations 1
Logo Colour Explorations 2
Project 2B_Final Submission
Dream x' cape GIF
FEEDBACK
Week 3
I showed Ms Li Lian 4 of my sketches and she pointed out a few saying that the forms are interesting and could be further develop on. However, the main issue is the meaning of my brand have not been explained and understood yet. I need to redo a mind map about the brand, brainstorm keywords, so that the meaning and logic behind all my sketches are clear.
Week 4
Detailed feedback from Ms Li Lian:
Logo sketches: Idea 3, spaceship feature is interesting visually and looks like it can bedeveloped into an iconic logo. Idea 7&8, doorway idea, prefer the cloud as a base to give
meaning to ‘dream’ part of your brand name, but like the idea of peeking ice cream in Idea 8.
See if you can combine both. Maybe the ice cream needs to look more like it’s escaping as
well, through the doorway. Idea 16, as previous comment (on Idea 7&8), see what components you can adapt to develop the idea, again this is about the concept of the an ice cream escape. Like the stairway leading into the ice cream. Idea 20, again the space feature like Idea 3, see if it can developed along similar veins, maybe not adapt the rocket fins as this takes away from the form of the ice cream. Idea 19, maybe can work as well, looking into two worlds, be more explorative on what the geometric shapes etc. are on each half of logo, to create scenery, surrealist fantasy, etc. again with the idea of escaping in mind. Good progress this week!
Week 5
Ms Li Lian said that my ice cream door escape idea, works better and I should go with that. I also show her some sketches and she suggested choosing the idea with the ice cream placed at a different perspective instead of just putting it in the middle. She also agreed with me that the typeface I have chosen works the best out of the exploration that I tried using other typefaces. Besides, she said that I should work on the typesetting to make it look more well refined.
Week 6
Ms Li Lian said that my digital logo looks good but my typesetting still need to be worked on. I showed her my space rationalization and she suggested to scale and label the dimensions of the circles I used to construct my logo. She also suggested using the spark symbol on the ice cream as a guide for me to do my clear space rationalization. Lastly, she also suggested me to start exploring with colours for my logo.
Week 7
Ms Li Lian suggested me to change my colour palette to the previous one I've explored so that it will look more interesting. She also reminded me to choose the suitable typeface and I can then move on to compile my work for submission.
REFLECTIONS
Experience:
Throughout this entire project, I would say that it was not an easy process and I've learned a lot throughout the entire process. These few weeks have been tough especially with all the modules going on and I feel really drained trying to complete the project. Even though I struggled a lot, seeing all the progress I've made all the way from the beginning till the end does give me a sense of accomplishment and I'm actually quite happy with the logo I've created.
Observation:
I observed that logo design is most successful brands are able to reflect the brand identity well and the elements that are used in the logomark and the way the logotype are constructed plays such an important role in it. Besides, I also observed that successful brands tend to use a distinct and unique primary colours which helps brands to be remembered easily.
Findings:
I realized that the more sketches we come up with, the better ideas are able to be generated and further explored, which I think it really pushes us to find the best possible idea to best represent the brand. Besides, while constructing the logo, I realized that it is really important for us designer's to have a rationalization for all the things we've created, for example while doing the space and clear rationalization. I realised that designing a logo seems to be an easy thing but it actually required so much thoughts and considerations behind it to come up with a good logo.
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