Brand Corporate Identity - Task 3/Positioning and Identity

July 05, 2024

Brand Corporate Identity - Task 3/Positioning and Identity

Week 6 -Week 9
Ye Xinyan / 0355096
Brand Corporate Identity/ Bachelor of Design (Honours) in Creative Media
Task 3/ Positioning & Identity

Instructions

Fig 0.0

Project Instructions

Lecture:

All Lectures have been completed in Task 1 and Task 2, and the missing Lecture 3 will be completed next.

Lecture 3: Types of Marks

Term: Logo

"The term logo" is short for logotype, design speak for a trademark made from a custom lettered-word (logos is Greek for word). The term logo caught on with people because it sounds cool, but what people really mean is trademark, whether the term is a logo, symbol, monogram, emblem or other graphic device.

What is commonly (wrongly) understood is that a logo is a symbol made up of text and images that identifies a business/service/product/person. The general term logo refers to all marks that represent a brand. A logotype is a logo centred around a company name or initials. A logomark is a logo centred around a symbolic image or icon.

A signature is when a word and a symbol is combined, it is

also known by its other term "combination mark". On the other hand, a

"Logotype" is also sometimes called a wordmark, it is one and the same.

Term: Monogram

A monogram is a motif made by overlapping or combining two or more letters or other graphemes to form one symbol. Monograms are often made by combining

the initials of an individual or a company, used as recognizable 'symbols' or logos'. "The original Greek meaning of the term 'monogram' is a 'single line', understood

as something written or drawn in outline.

Term: Heraldry

Heraldry is a broad term, encompassing the design, display, and study of armorial bearings (known as armoury), together with the study of ceremony, rank, and pedigree. It is generally European in its origin. Even though the concept of symbols/seals/flags representing, royalty, armies, or empires is not exclusive to Europe, this particular style of composite of visual elements that make up the heraldic symbols is however Euro centric in nature.

From this comes related terms like: Crest, Coat of Arms, Insignia, etc.

A Crest is a distinctive device representing a family or corporate body, borne above the shield of a coat of arms (originally as worn on a helmet) or separately

reproduced, for example on writing paper. A Coat of Arms is a distinctive heraldic bearings or shield of a person, family,

corporation, or country. An Insignia is a distinguishing badge or 'emblem' of military rank, office, or membership of an organization: a khaki uniform with colonel's insignia on the

collar | the royal insignia of Scotland.

Term: Mark

By itself it just means an impression made on a something, paper, wall, wood, etc. However when combined with another word, i.e. trademark, watermark, earmarks, farm marks, ceramic marks, stonemasons' mark, hallmarks, printers'

mark and furniture marks. These marks signifies ownership or identification. They represent the quality,

ability and skill levels of its creator and with that comes a promise of excellence.

A legally registered symbol, word, or combination of words used to identify a business or product is called a trademark. A trademark serves the purpose of identifying. Identification frequently occurs inside "design programs." "Both branding and design programs are techniques for managing corporate identity, one at the organizational level and the other at the product level.

A trademark can also serve as legal defense against theft or infringement of intellectual property. In the US and many other countries, a service mark, sometimes known as a servicemark, is a trademark that is used to designate a service rather than a product. Trademarks TM and servicemarks SM are examples of "unregistered" marks; they are only valid until a distinguishing symbol, design, or statement that uniquely distinguishes goods or services from a certain source is registered as a registered trademark (®). The typographic symbol "®," which stands for "registered trademark," indicates that the word or symbol that comes before it is a trademark or service mark that has been successfully registered with a national trademark authority.

What really matters here is that a logo, or any other kind of trademark is not the brand itself. Its merely a symbol for it.

TASKS:

Create a brand positioning statement slideshow with brand profile, identity system and application
Applications must fall into 4 categories: Brand Corporate Identity, Digital Presence, Environment and Collateral.

Because I was worried that it would affect the final result, I readjusted the logo space more fully.

Fig.0.1

Logo Space Rationalization

After rationalizing the logo space, I tried to find more creative brand patterns.

Fig.0.2

Patterns derived from LOGO

Brand Positioning Statement

Fig.1.1

Screenshot of positioning slides

I first spent a lot of time choosing a template that could represent my brand well, so that the PPT could be more consistent with my brand and better showcase the brand.

Fig.1.2

Screenshot of contents page

Later, I laid out the content of the slides, covering the different points listed under each section.

Fig.1.3.1

Screenshot of all the slides

Fig.1.3.2

Screenshot of all the slides

Fig.1.4

Brand Positioning Slides

Applications

For my brand app, we need to design 4 categories, including:

1. Logo Applications

Business Card

Letter Head & Continuation sheet (with and without mocked text)

Envelope Invoice

2. Collateral-Four appropriate collateral of choosing
3. Digital Presence (Website UI, social media, etc.)
4. Environmental graphics and simulations

Logo Applications

Week 6, I looked for some references to try to get inspiration from to continue my branding and I drew my sketches.

Business Card

Fig.2.1

Draft & Reference Business Card

Initially, I used a line to distinguish the information, but after Ms. Lilian's feedback, I realized that this line was not necessary, and I could distinguish the information well without it. And I decided to put my brand pattern in the place of the current logo, I think it will be more interesting.

Fig.2.2

Business Card in Illustrator

Thinking from my sketch ideas, I decided to go with the horizontal version of the business card because it fits my branding better. After trying various patterns, I chose this one as the final version because it looks clean and balanced.I decided to put the logo on the front.

Fig.2.3

Final Business Card

Invoice

Fig.3.1

Draft & Reference Invoice

I decided to continue exploring the sketch on the right, as the one on the left was more ordinary.

Fig.3.2

Invoice in Illustrator

After feedback, I realized that my font size was a little bit larger for the date in the upper right corner and the "Billed to" section on the left.

Fig.3.3

Final Invoice

Letterhead & Continuation sheet

Fig.4.1

Draft & Reference Letterhead&Continuation sheet

I decided to continue exploring my first sketch.

Fig.4.2

Letterhead & Continuation sheet in Illustrator

After receiving feedback, I realized that the design of enlarging my logo and placing it in the middle was not very appropriate. And I decided to continue to try my other brand colors, instead of just monotonous black, I decided to try to put some of my brand patterns on it, so that it might not be so rigid.Finally I realized I forgot to place the text.

Fig.4.3

Final Letterhead

Fig.4.4

Final Continuation sheet

Envelope

Fig.5.1

Draft & Reference Envelope

I decided to continue exploring with my second sketch.

Fig.5.2

Envelope in Illustrator

After feedback, I realized I could try more color combinations and add branding graphics on top, which was a bit boring.So I experimented with the brand colors and added my patterns to explore.

Fig.5.3

Final Envelope

Digital Presence

For my website, I built a landing page with navigation, intro, and footer. For social media, I found some collateral and logos to populate the feed.

Fig.6.1

Draft & Reference Website

After the Ms Lilian’s feedback, I feel that I am on the right track and can continue exploring.

Fig.6.2

Website in Figma

Following Ms Lilian’s advice, I enlarged the navigation part so that my logo would not look so small on the navigation page.

Fig.6.3.1

Final Website

Fig.6.3.2

Final Website

Fig.6.3.3

Final Website

Fig.6.4

Final Social media

Environmental

When designing the environment, I decided to put the scenes on trucks and roadsides where many people can see them, considering that my business does not have a physical store. This will have a good publicity effect. For posters, I don't want to use a single brand pattern because it may be a bit abstract and difficult for people who are learning about my business for the first time to understand directly. Therefore, I would like to try to use real-life posters to be put on the street. For trucks, I don't want to use real-life posters because trucks are relatively high and people's perspectives may be biased. For trucks, I think it is more intuitive to use brand patterns.

Fig.7.1

Final Environmental

Fig.7.1.1

Final Environmental

Collaterals

Since my brand is a door-to-door only business, I tried to design items that would be used frequently, and I decided to use small portable makeup mirrors, canvas bags, cosmetic bags, and hand cream as my collateral.Considering that I didn’t want it to be the same as other canvas bags, I chose to place the brand slogan at 90 degrees on the edge of the canvas bag to increase the sense of design.

Fig.8.1

Collaterals in Illustrator

After the Ms Lilian's affirmation, I continued to explore my collateral and tried to put in a mock-up.

Fi.g.8.2

Final Collaterals (Make up Mirror)

Fi.g.8.3

Final Collaterals (Canvas Bag)

Fi.g.8.4

Final Collaterals (Cosmestic Bag)

Fi.g.8.5

Final Collaterals (Hand Cream)

FINAL OUTCOMES:

Brand Positioning Slides

Fig. 9.1

Brand Positioning Slides- PDF

Application Compilation Slides

Fig. 10.1

Application Compilation Slides- PDF

Business Stationery

Fig. 11.1

Business Card (Front)

Fig. 11.1.2

Business Card (Back)

Fig. 11.1.3

Business Card (Mockup)

Fig. 11.2.1

Invoice

Fig. 11.2.2

Invoice (Mockup)

Fig. 11.3.1

Letter-head

Fig. 11.3.2

Continuation sheet

Fig. 11.3.3

Letter-head & Continuation sheet (Back)

Fig. 11.3.4

Letter-head (Mockup)

Fig. 11.3.5

Continuation sheet (Mockup)

Fig. 11.3.6

Letter-head & Continuation sheet-Back (Mockup)

Fig. 11.4.1

Envelope (Front)

Fig. 11.4.2

Envelope (Back)

Fig. 11.4.3

Envelope-Front&Back (Mockup)

Digital Presence

Fig. 12.1

Website

Fig. 12.2.1

Website (Mockup)

Fig. 12.2.2&12.2.3

Website (Mockup)

Fig. 13.1.1

Social media

Fig. 13.1.2

Social media (Mockup)

Environmental

Fig. 13.2.1

Street poster

Fig. 13.2.2

Street poster (Mockup)

Fig. 13.2.3

Truck

Fig. 13.2.4

Truck (Mockup)

Collaterals

Fig. 13.3

Make up Mirror (Mockup)

Fig. 13.4

Canvas Bag (Mockup)

Fig. 13.5

Cosmestic Bag (Mockup)

Fig. 13.6

Hand Cream (Mockup)

Feedback

-WEEK6

Can try different layouts. The two envelopes are a bit similar, so you can find something different.

-WEEK7

Remove the horizontal line in the business card, which is too harsh. Information can be well classified without the line. The font size of the bill is relatively small. It is not recommended to use the logo as the background of the letterhead.

-WEEK8

Try different color combinations, and try brand patterns to be more creative. In order to better see the brand logo, the website navigation page can be appropriately enlarged and the footer can be placed.

-WEEK9

The envelope logo can only be placed in the upper left corner because the stamp will be placed in the upper right corner. The new branding is better than before.

Reflection

-Experience

Because I had already done the research, I knew exactly what to put in each component of this project, which made it much easier to complete. Making the program was enjoyable, but it took a lot of time. Coming up with new ideas and using my imagination were difficult, but I also learned a lot from my failures and the comments I received.

-Observation

I realized that finding a good template is a long process when making models. You don’t need an actual line to separate information to make the space reasonable, as long as it is clean.

-Findings

After receiving feedback on my first draft design, I realized that it was important to use brand colors appropriately. It was easy to forget that there were brand colors that could make my collateral better, not just sticking to black and white to create a high-end look.

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