BRAND CORPORATE IDENTITY//TASK 1
28.03.2022-11.04.2022 (Week 1-Week 3)
Chaw Zhi Ting (0347344)
Bachelor of Design (Hons) Creative Media
Brand Corporate Identity// Task 1 Breaking Brands
LECTURE:
W1//Introduction of Brand Corporate IdentityAn integral part of the graphic design discipline as it focuses on the visual integrity of a brand. "A symbol is a mark, sign or word that indicates, signifies or is understood as representing an idea, object or relationship". Focus on the feedback, not grades. Good works come from good feedback. We were advised to work independently, have good time management and work smart and efficiently. "Design can be art. Design can be aesthetics. Design is so simple, that's why it is so complicated." -Paul Rand W2//Brand and BrandingWhat is a brand? The term "brand" derives from the Old Norse word brand or "to burn ''. It refers to the practice of branding livestock back in the Indus Valley Civilization. I was shocked to know how they use burning steel to burn the life stock with a symbol that would symbolize the owner, so that no one would steal. There was also human branding, to slaves, and to prisoners. A brand is a name, term, design, symbol or any feature that distinguishes one seller's good or service from those of other sellers. It is about a person's gut feeling (perception about a product, service, or company. Companies communicate the qualities that make this product different that that product." What is a brand identity? The gut feeling is a part of the identity, but "visual identity" can help to manage the message or image or gut feeling. It can help shape the brands' image. Branding can be achieved through:- Brand definition (purpose, values, promise)
- Brand positioning statement (what your brand does, target audience, special benefits)
- Brand identity (name, tone of voice, logo, color, typography)
- Advertising and communication
- Product design
- Sponsorships and partnerships
- In-store experiences
- Workspace experiences and management styles
- Customer service
- Pricing strategy
Benefits:Branding helps to stand out and gives credibility and often leads to customer loyalty."Branding= Consistency. "Branding helps to attract ideal clients and give confidence to the business. It is the designer's role to form the content, strategy, and messaging to develop a visual identity that is distinct and memorable.
W3//Types of MarkFirst is logotype, a logo centered around a company name or initials. Next is the logomark, which is a symbolic image or icon. Followed by a combination mark, a mix of words and symbols, or a signature/wordmark. Finally, a monogram is a motif made by overlapping or combining two or more letters. *Graphene is a letter or several letters representing a sound (phoneme). Next is heraldry which is science and the art that deals with the use, display, and regulation of hereditary symbols employed to distinguish individuals, armies, institutions, and corporations. It represents symbols, seals, and flags that represent royalty, armies, or empires that composite the visual elements of heraldic symbols that are Euro-centric. For example, a crest represents a family or corporate body, borne above the shield of a coat of arms. A coat of arms is the name for the colorful decoration knights had on their shields and as part of their outfits and insignia. It is a sign or mark distinguishing a group, grade, rank, or function. Lastly, a mark refers to an impression on a paper or a surface. These marks represent the creator's quality, ability, and skill level with its signified ownership. Finally, a trademark is a symbol or word that is legally registered to represent a company or product, used for identification.
LECTURE:
W1//Introduction of Brand Corporate Identity
An integral part of the graphic design discipline as it focuses on the visual integrity of a brand.
"A symbol is a mark, sign or word that indicates, signifies or is understood as representing an idea, object or relationship". Focus on the feedback, not grades. Good works come from good feedback. We were advised to work independently, have good time management and work smart and efficiently.
"Design can be art. Design can be aesthetics. Design is so simple, that's why it is so complicated." -Paul Rand
W2//Brand and Branding
What is a brand?
The term "brand" derives from the Old Norse word brand or "to burn ''. It refers to the practice of branding livestock back in the Indus Valley Civilization. I was shocked to know how they use burning steel to burn the life stock with a symbol that would symbolize the owner, so that no one would steal. There was also human branding, to slaves, and to prisoners.
A brand is a name, term, design, symbol or any feature that distinguishes one seller's good or service from those of other sellers. It is about a person's gut feeling (perception about a product, service, or company. Companies communicate the qualities that make this product different that that product."
What is a brand identity? The gut feeling is a part of the identity, but "visual identity" can help to manage the message or image or gut feeling. It can help shape the brands' image.
Branding can be achieved through:
- Brand definition (purpose, values, promise)
- Brand positioning statement (what your brand does, target audience, special benefits)
- Brand identity (name, tone of voice, logo, color, typography)
- Advertising and communication
- Product design
- Sponsorships and partnerships
- In-store experiences
- Workspace experiences and management styles
- Customer service
- Pricing strategy
Benefits:
Branding helps to stand out and gives credibility and often leads to customer loyalty."Branding= Consistency. "Branding helps to attract ideal clients and give confidence to the business. It is the designer's role to form the content, strategy, and messaging to develop a visual identity that is distinct and memorable.
W3//Types of Mark
First is logotype, a logo centered around a company name or initials. Next is the logomark, which is a symbolic image or icon. Followed by a combination mark, a mix of words and symbols, or a signature/wordmark. Finally, a monogram is a motif made by overlapping or combining two or more letters. *Graphene is a letter or several letters representing a sound (phoneme).
Next is heraldry which is science and the art that deals with the use, display, and regulation of hereditary symbols employed to distinguish individuals, armies, institutions, and corporations. It represents symbols, seals, and flags that represent royalty, armies, or empires that composite the visual elements of heraldic symbols that are Euro-centric. For example, a crest represents a family or corporate body, borne above the shield of a coat of arms. A coat of arms is the name for the colorful decoration knights had on their shields and as part of their outfits and insignia. It is a sign or mark distinguishing a group, grade, rank, or function.
Lastly, a mark refers to an impression on a paper or a surface. These marks represent the creator's quality, ability, and skill level with its signified ownership. Finally, a trademark is a symbol or word that is legally registered to represent a company or product, used for identification.
INSTRUCTIONS:
TASK 1// BREAKING BRANDWeek 1// Introduction Ms. Li Lian started the class with a short ice-breaking session. Then, we introduced ourselves and shared a brand we encountered on the day. Each of us shares brands and logos that we might overlook every day. Brands are everywhere: our clothes, the stationary we use, and the car we drive. After the first lesson, I realized we should pay more attention to the brands around us.
Group Task: Identify a brand and analysis
A) BRAND PROFILE
1. Description: Summary, Target Market/Audience, The Offer, Specific Benefits
2. Brand Value: Retailer's & Customer Perspective
3. Brand Positioning: Why This Brand & Not Competition?, Target Market, Competition
4. Unique Selling Proposition (USP)
B) EXPANDED BRAND PROFILE
1. Description: Founder, location, history
2. Benefits
3. Target Market: Geographic, Demographic, Psychographic, Behavioral Segmentation
4. Competitive Differentiation
5. Pricing
6. Distribution
7. Brand's Positioning Statement
8. Brand's Voice
9. Brand's Communication Strategy
For this task, I am in the group with Dorcas and Wendy. We started to brainstorm and suggest the brand we were interested in researching. There were three brands suggested which are Kodak, FujiFilm, and Spotify. After doing brief research and voting, we decided to go with Spotify.
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Figure 1.1 Spotify Mindmap (source), 4th April 2022
Figure 1.2 Spotify Logo (source), 4th April 2022
Figure 1.3 Spotify Design Guidelines, 4th April 2022
Figure 1.4 Breaking Brand Group Research, 11th April 2022Figure 1.5 Breaking Brand Group Research, 11th April 2022
INSTRUCTIONS:
Week 1// Introduction
Ms. Li Lian started the class with a short ice-breaking session. Then, we introduced ourselves and shared a brand we encountered on the day. Each of us shares brands and logos that we might overlook every day. Brands are everywhere: our clothes, the stationary we use, and the car we drive. After the first lesson, I realized we should pay more attention to the brands around us.
Group Task: Identify a brand and analysis
A) BRAND PROFILE
1. Description: Summary, Target Market/Audience, The Offer, Specific Benefits
2. Brand Value: Retailer's & Customer Perspective
3. Brand Positioning: Why This Brand & Not Competition?, Target Market, Competition
4. Unique Selling Proposition (USP)
Group Task: Identify a brand and analysis
A) BRAND PROFILE
1. Description: Summary, Target Market/Audience, The Offer, Specific Benefits
2. Brand Value: Retailer's & Customer Perspective
3. Brand Positioning: Why This Brand & Not Competition?, Target Market, Competition
4. Unique Selling Proposition (USP)
B) EXPANDED BRAND PROFILE
1. Description: Founder, location, history
2. Benefits
3. Target Market: Geographic, Demographic, Psychographic, Behavioral Segmentation
4. Competitive Differentiation
5. Pricing
6. Distribution
7. Brand's Positioning Statement
8. Brand's Voice
9. Brand's Communication Strategy
For this task, I am in the group with Dorcas and Wendy. We started to brainstorm and suggest the brand we were interested in researching. There were three brands suggested which are Kodak, FujiFilm, and Spotify. After doing brief research and voting, we decided to go with Spotify.
.png)
Figure 1.1 Spotify Mindmap (source), 4th April 2022
Figure 1.2 Spotify Logo (source), 4th April 2022
Figure 1.3 Spotify Design Guidelines, 4th April 2022
Figure 1.4 Breaking Brand Group Research, 11th April 2022
Figure 1.5 Breaking Brand Group Research, 11th April 2022
FEEDBACKS:General feedback: Each component/subtopics is different, research more detailed information on expanded brand profile.
FEEDBACKS:
REFLECTIONS:
REFLECTIONS:
ExperienceThe task looked simple with a guided structure, but it took me a long time to understand each subtopic and the brand. I appreciated my team members putting their effort together to compile the data. This step is essential to save time reading a large amount of text. We can go through the links and main points of each subtopic. This task helped me widen my knowledge of brand and branding and understand how different brands work differently. I realized that Spotify worked in another way to establish its strong brand image.
ObservationIt requires good teamwork to gather about working together in the same direction to achieve common goals. It is vital to search for reliable sources to ensure the data is correct. It is also better that we explore the recent articles or journals to understand the latest information about the brand.
FindingsAfter completing this task, I better understand Spotify and how a brand is built. Along with developing the brand story, core message, personality, and visual elements of a branding play an essential role. However, we must never forget that branding is not just about the logo or color but vital concepts to affect how people think about it.
FURTHER READINGA brand is the set of perceptions people have about the company. Branding is the set of actions, also known as a marketing tool, to shape the perception of a brand in stakeholders’ minds. I have learned that branding is not only about its aesthetic component or the visual identity-name, logo, design, packaging, etc. The concept of branding and its understanding have evolved enormously over the years. It is crucial to help a brand stand out from its competitor, maintain consistency, allow brand recognition and spark a connection with the audience.
Figure 2.2 Competitive DifferentiationCompetitive differentiation is a process that helps buyers distinguish the firm from similar competitors to attract, acquire, and retain customers. It depends on two factors — the overall company strategy to address the needs of their customers and what they want the position in the market to be.
FURTHER READING
A brand is the set of perceptions people have about the company. Branding is the set of actions, also known as a marketing tool, to shape the perception of a brand in stakeholders’ minds. I have learned that branding is not only about its aesthetic component or the visual identity-name, logo, design, packaging, etc. The concept of branding and its understanding have evolved enormously over the years. It is crucial to help a brand stand out from its competitor, maintain consistency, allow brand recognition and spark a connection with the audience.
Figure 2.2 Competitive Differentiation
Competitive differentiation is a process that helps buyers distinguish the firm from similar competitors to attract, acquire, and retain customers. It depends on two factors — the overall company strategy to address the needs of their customers and what they want the position in the market to be.
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