Brand Corporate Identity -Task 2/Logo

May 07, 2024

Brand Corporate Identity -Task 2/Logo

Week 1 -Week 6
Ye Xinyan / 0355096
Brand Corporate Identity/ Bachelor of Design (Honours) in Creative Media
Task 2 / Logo

Instructions

Fig 0.0

Project Instructions

Lecture 4: Brand Ideals

A brand is an individual's perception of a company, good, or service. Companies can affect this process by expressing the features that set their product apart from competitors', even though they have no control over it.

Real engagement is brought about by brand values, which can help you forge stronger connections with your target market. The majority of firms use their core brand values, which are constant and unchanging, as the "true north" on a compass that leads to market success. The aspect (internal: purpose, personality, and proposition) that genuinely changes the bonds you forge with clients is this one.

The most effective brand value examples mirror the beliefs of their target audience while being true to the company's core values.

Regardless of the size or type of business, ideals are critical to a responsible creative process.They are listed in the following order:

Fig 1.1 Brand Ideals & Definition

Vision:

Visionary, persuasive, and passionate leaders underpin the strongest brands. Vision takes guts. People who can imagine what others can't and persevere to attain their goals create great ideas, enterprises, goods, and services. Hearing vision in person builds identity. Thus, leaders who reveal their biggest aspirations and struggles understand the power of symbols and value storytelling to establish their culture and brand.

Meaning:

Best brands have a significant idea, strategic positioning, or defined values. Meaning develops gradually. Designers create unique visual expressions from meaning. Meaning must be interpreted to be understood, communicated, and recognised. Therefore, every brand identification system parts should have a meaningful and logical foundation.

Authenticity:

Understanding the company's market, position, value proposition, and competitive distinction builds authenticity. Authenticity involves knowing yourself and making judgements accordingly. Understanding their position and purpose helps organisations build a sustainable and authentic brand. For customers to relate to a brand, it must reflect its mission, history, culture, values, and personality.

Differentiation:

Brands fight for our attention, focus, and loyalty as well as within their own industry sectors. There are lots of alternatives in the world. Which brand was preferred over the other? Being unique is insufficient. Brands need to demonstrate to consumers why they are different. If you vanished, would anyone miss your brand? Outstanding brands create a big impression.

Sustainability:

Sustainability is the ability to endure in a constantly changing environment with unpredictable future developments. Brands convey trust. People rely on reputable brands in a fast-changing world. Brands can achieve sustainability by enduring change and sticking to their core values.

Coherence:

A brand should feel recognisable and have predictable impacts every time a customer experiences it. Brand consistency is important while using a product, chatting to a service rep, or buying on an iPhone. Brand consistency combines all factors to generate trust, loyalty, and delight customers. A consistent brand architecture, colours, typefaces, and formats provide a visually and structurally cohesive brand identity system. This identification system supports brand attributes across media and fosters rapid firm recognition.

Flexibility:

An effective brand image prepares a company for future change and growth, supporting evolving strategies. Innovation requires brands to be flexible, and brands open to change require a flexible brand image system to quickly seize new market opportunities. The Brand Image Toolbox encourages creativity within established parameters while maintaining brand recognizability. A carefully crafted balance between control and creativity allows brands to adhere to image standards while achieving specific marketing goals.

Commitment:

In order to succeed, organisations must make sure that everyone associated with the brand is highly driven and committed. A brand is an asset that requires upkeep, protection, and cultivation. A bottom-up appreciation of a brand's significance and top-down commands are necessary for its active management. To ensure a brand's integrity and relevance, it takes passion and a rigorous approach to build, protect, and enhance it. Maintaining standards, adhering to core values, managing the organisation continuously, and giving it the resources it needs to establish its brand are all important components of continuous development.

Value:

Create measurable results to promote and preserve the brand. Creating value is most companies' main purpose. Consumer value discussions have broadened due to sustainability. Socially responsible, ecologically mindful, and profitable is the new business paradigm. Finally, brands are intangible. Brand identity, encompassing packaging and websites, is crucial for preserving this value.

The ideal is the brand's inspirational reason for being. It explains why the brand exists and the impact it seeks to make in the world.

The challenge for brands going forward will be to authentically create and sustain their own intangible marketplaces, using their ideals to connect, unite, and

inspire."

Lecture 5: Positioning

A brand's positioning in customers' minds is called brand positioning. Brand positioning can be called positioning strategy, brand strategy, or brand positioning statement. Willis says strategy is the long-term approach that affects brand positioning. "Creating a brand strategy is like drawing a map, while positioning is determining your location and destination.

A brand has been successfully positioned, it is notoriously difficult to reposition.

The goal (of repositioning) is to create a unique impression in the customer’s mind so that the customer associates your brand with something specific and desirable that is different from other brands in the market.

Whether the customer likes it or not, positioning occurs.

Willis jokingly suggested four alternative positioning styles or types:

1. Arm wrestling
You are attempting to challenge the market leader and outwit them in this situation, which is feasible if there is a well-established market category without a dominant player. It does, however, cost a lot of money and time.

2. Large fish in a tiny pond

Here, the emphasis is on an underserved niche sector inside a broader market when a larger competitor is failing to address a particular demand. The audience's frame of reference is a plus, but the market leader may match your offer, which is a drawback.

3. Building the market again

With this kind of brand positioning, an established market is reframed in novel ways. It renders the advantages emphasised by earlier market leaders meaningless or, to put it plainly, dull. This is effective when there is innovation in the product or service or when the needs and expectations of the market shift.

4.Modifying the game's rules

Having no market categorization for your product or service is game-changing. As the first, you can construct your own market. Successful market disruptors include Uber and Xerox. People will use your brand name instead of generic nouns like "Uber" for taxis or "Xerox" for "photocopying." You've changed the rules when they do. This technique will make you the default market leader, but without big hurdles like patents or copyrights, others may replicate and beat you before you can establish a footing.

Differentiation is the process a company uses to make its product or service stand out from its competitors…differentiation comes into play whenever you’re choosing between two products in the same category.

Effective positioning of a product or service is based on differentiating features or qualities that make the product/service superior to competitors in the minds of the target group. Neumeier points out that Greg Gall requires clear answers to 3 small questions:

Who are you?
What do you do?
Why is this important?

If you can answer these questions, you have a brand.

When you determine what makes your product/service/organization/person unique and what differentiates it from your competitors, you can take the necessary steps to strategically position your brand in the marketplace. According to Bueno, there are 7 key steps to effectively clarify your position in the marketplace:

Determine your brand’s current positioning
Identify your direct competitors
Understand how each competitor positions their brand
Compare your positioning to competitors to determine what makes you unique
Develop a unique, value-based positioning idea
Develop a brand positioning statement
Test the effectiveness of your brand positioning statement

How to create a brand positioning statement :

There are four essential elements of a best-in-class positioning statement:

Target Customer: What is a concise summary of the attitudinal and demographic description of the target group of customers your brand is attempting to appeal to and attract?
Market Definition: What category is your brand competing in and in what context does your brand have relevance to your customers?
Brand Promise: What is the most compelling (emotional/rational) benefit to your target customers that your brand can own relative to your competition?
Reason to Believe: What is the most compelling evidence that your brand delivers on its brand promise?

After carefully answering these four questions, you can develop a positioning statement: For [target customers], [company name] is the [market definition] that delivers on the [brand promise] because only [company name] is [reason to believe].

Can develop a slogan to support the establishment of your intended brand positioning after you have a compelling brand positioning statement. Although a positioning statement is meant for internal usage and serves as a roadmap for marketing and operational decisions, it is frequently mistaken for a business slogan. For external marketing, a slogan is used. While a slogan can be created using the insights from a positioning statement, it's crucial to recognise the differences between the two.

Conclusion:

If brand positioning statement is strong, you can construct a sloganto support it. Create a slogan for external marketing. A positioning statement can help you write a slogan, but you must know the difference.

Task 2A-Logo Research & Analysis

For my 28 signs, I collected them from things around me, including objects around me, apps on my phone, and so on.

In the slideshow, I’ve provided a brief introduction to each brand, along with the logo type, color scheme, graphic elements used, and typographic style.

Fig 2.1

Logo Research and Analysis Slides (PDF)

Task 2B: Logo Design

There are five questions I need to think about before I can move forward before finalizing my business.

1> Your career / business

2> What service(s) / product(s) are you providing?

3> How do you differentiate yourself from others? (uniqueness of career)

4> Who will be interested with your product(s) or service(s)?

5> Name & Rationale

Fig.3.1

Career Choices (PDF)

Mindmaps:

Once the business was selected, we had to create two mind maps. Everything about the company, including what it sells, who its target market is, potential brand colours, etc., was included in the first mind map. On the other hand, the brand name, its history, and other associated terms were included in the second mind map.(Draft)

Fig.3.2.1

Mindmap-Business (Draft-JPG)

In the first version, I included businesses such as customized services and hosting business events.

Feedback:

According to Miss LIlian's feedback, I may consider adding items to sell commercial products separately. I am ready to make changes.

Fig.3.2.2

Mindmap-Brand name (Draft-JPG)

When considering a brand name I chose it more based on its business scope.

Feedback:

According to Ms. Lilian's feedback, when I consider the brand name, I consider the business it is engaged in more than its direct association. I am ready to make a change.

Fig.3.2.3

Final Mindmap-Business (JPG)

Fig.3.2.4

Final Mindmap-Brand name (JPG)

Fig.3.3.1

Final Mindmap-Business (PDF)

Fig.3.3.2

Final Mindmap-Brand name (PDF)

We need to produce 2 creative sketches per week for logo development. First, use mind mapping to identify important keywords or key visuals. Develop them into idea sketches and then into concepts. Narrow down the most promising ideas and concepts.

Week 3 Sketches:

Fig.4.1

Sketches-Week3 (JPG)

When I started designing the logo, I thought about the characteristics of the brand - door-to-door service, quick service, and high-quality service that makes consumers radiant. I introduced most of them in my sketches, and most of my exploration was on suitable objects that represent beauty, such as bows and high heels in the sketches. I also considered that my brand name "BLISS Beauty" starts with the letter "B", so I considered exploring the letter "B" as my logo theme and adding more creativity.

Week 4 Sketches:

Fig.5.1

Sketches-Week4 (JPG)

Based on feedback from week 3, I considered exploring the woman's profile and the letter "B" more as main goals.I tried to change the border to find different features. Since last week's profile logo was a bit simple, I explored the design of last week's profile logo again and continued to explore the letter "B".

Week 5 Digitalisation:

After deciding on a logo design to digitize, I did a black and white digitization and color experiment in Adobe Illustrator.

Fig.6.1.1

Process in Illustrator-Week5 (PNG)

Fig.6.1.2&6.1.3

Digitalisation-Week5 (JPG)

Fig.6.1.4

Digitalisation-Week5 (JPG)

After the fifth week of feedback, I felt that my logo attempt was a bit simple. Considering that my homepage target group is mostly adult or college women, I decided to design another logo so that my feedback would not be so limited.And following Miss Lilian's advice, I thickened my outlines.And I don't need to use too many special fonts, because this is not the focus of our exploration.And I will explore other colors.

Fig.7.1.5

Process in Illustrator-Week6 (PNG)

Fig.7.1.6&7.1.7

Digitalisation-Week6 (JPG)

Fig.7.1.8&7.1.9

Digitalisation-Week6 (JPG)

Fig.7.1.10&7.1.11

Digitalisation-Week6 (JPG)

Fig.7.1.12&7.1.13

Digitalisation-Week6 (JPG)

Based on feedback from week 6, I found that the size of the black border of my black-and-white digitization was wrong. Because my black and white is not rationalized according to my space.I made changes.

Fig.8.1.1

Process in Illustrator-Week7 (PNG)

Fig.8.1.2&8.1.3

Digitalisation-Week7 (JPG)

Fig.8.1.4

Digitalisation-Week7 (JPG)

Following Miss Lilian's advice I decided to use a yellow-like color as the final color for my logo.

Fig.9.1.1&9.1.2

Logo Space Rationalisation-Week7 (JPG)

Fig.9.1.3&.9.1.4

Logo Space Rationalisation&Patterns-Week7 (JPG)

I started by taking the patterns in the logo apart and arranging them in order to repeat a pattern and finally form a new pattern.

GIF (B&W Draft)

Fig. 10.1

Logo Gif -Week7(B&W Draft)

YouTube Link:https://youtube.com/shorts/AkWJFXY8drg

For my logo GIF, I wanted to use a smooth line effect that slowly appears, and not too fast. The connotation behind it is gentle and meticulous service, which is in line with the company's goals.

GIF ( Final Colour)

Fig.10.2

Logo Gif -Week7(Final Colour)

YouTube Link:https://youtube.com/shorts/oGAdhb1HRDs

After deciding on the logo colors, I returned to the Adobe Illustrator file and changed the colors of each layer. I created this logo GIF in Adobe After Effects.

Final Outcomes:

Task 2A: Logo Research & Analysis

Fig.11.1

Task 2A: Logo Research & Analysis (PDF)

Task 2B: Logo Design

Fig. 11.2

Task 2B: Logo Design (PDF)

Fig.11.3

Task 2B: Logo GIF (mp4)

YouTube Link:https://youtube.com/shorts/oGAdhb1HRDs

Feedback

-WEEK1

The third enterprise appears promising, and there is sufficient interest in this concept to pursue it further. Next, create two mind maps within the upcoming week. The company itself should be the subject of the first mind map, and the brand name should be the subject of the second.

-WEEK2

The use of the business name Map is too commercial and the business could add items that sell beauty products separately.

-WEEK3

Sketches 8, 14, and 19 need to be further explored. Sketch 8 can be reshaped, but it is a bit childish for the brand's target group. Sketch 14 is a bit interesting and can be further explored. Sketch 19 is a bit traditional and does not give an intuitive understanding of the brand's business. But it can still be explored.

-WEEK4

Sketches 7 and 10 need further exploration. Sketch 7 is too complicated because the face itself is presented in the form of lines, and the border uses mixed lines, which needs to be improved. Sketch 10 can be further explored.Sketch 10: The flowers on the character’s head need to be simplified, as they seem to steal the attention from the logo.

-WEEK5

Start making a digital version of your logo.The spelling is wrong. The stroke needs to be thicker to give it a more natural form. The stroke needs to compensate for the extra texture of the eyelashes. Consider other fonts that could be used to create a business-appropriate vibe. Adding digital ideas will allow for more feedback.

-WEEK6

Can consider designing a new logo and abandon the previous one. The new character lines need to be thicker, otherwise it will be difficult to see. I think yellow is a better color.

-WEEK7

Because the reverse logo's stroke is thinner than the positive (black and white logo), it must be thicker. Avoid using the original coloured logo. For grid usage, the logo space rationalisation is well-written, however it lacks relevant metrics and relationships between pieces. The rationalisation grid and white space bounding box graphic lines next to the logo should also be grey. The wordmark is missing, and the logo tagline is incorrectly surrounded by a bounding circle. Under the brand mark, the slogan and working mark should be. The principle logo should not employ Helvetica unless it is the brand font. Instead, use the brand typeface. The suggested brand typeface is there, but its name is unknown. Use the brand typeface for headers and body material to emphasise the idea. The logo pattern might be improved to better represent the services. Simple GIF matches brand.

Reflection

-Experience

I gained a lot of knowledge by working on Task 2B, both from my classmates' and the lecturer's criticism. I got a lot of inspiration from everyone's logo designs in class, so I truly loved looking at them. Having all of my sketches digitalized gave me the impression that I was actually launching a company.

-Observation

The black and white digitized version must follow the clear space, otherwise it will be irregular and should be grey as indicated. Ideally, the work mark must be included and the tagline should be below the full brand mark.

-Findings

When I first digitized my ideas, it felt like some of them were ready to be used as brand logos, but I realized that it was far from enough. Rationalizing the grid, white space and bounding boxes was a must to better ensure the quality of the logo.

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