BRAND CORPORATE IDENTITY//TASK 2
28.03.2022 -18.05.2022 (Week 1-Week 8)
Chaw Zhi Ting (0347344)
Bachelor of Design (Hons) Creative Media
Brand Corporate Identity// Task 2 Logo
LECTURE:Ms Lilian taught us about constructing logos with a grid system. We have to be aware of the proportion, space, scale, and distance of the logo element to create balance. The main objective of the grid system is to produce geometric harmony. We have to consider the smallest scale when it is used in other applications.
L4//Brand Ideas:A brand ideal is the higher purpose of a brand or organization, which goes beyond the product and the service it sells (WPP, 2012). Vision, Meaning, Authenticity, Differentiation, Sustainability, Coherence, Flexibility, Commitment, and Value are essential ideals to a creative process.- Authenticity is having clarity about its market, positioning, value proposition and competitive difference.
- Differentiation is the competition with others in the categories, to catch consumer's attention, focus and loyalty.
- Sustainability is the ability to have longevity in an environment in constant flux and characterised by future permutations.
- Coherence is whenever a customer experiences a brand it must feel familiar and have the desired effect to build trust and loyalty to the consumers.
- Flexibility is an effective brand identity positions a company for change and growth in the future that involves an evolving strategy.
- Commitment is engagement with the brand to have complete motivation and dedication in order for it to succeed.
- Value is the measurable results needed to be created that promote and sustain the brand.
L5//Brand Positioning:
Brand positioning is the process of positioning the brand to customers' minds. It also refers to brand strategy, positioning strategy or a brand positioning statement. There are 4 types of positioning strategies: arm wrestling, big fish, smaller pond, reframe the market and change the game. • arm wrestling: brands try to challenge other market leaders and beat them, exp: coca-cola and Pepsi• big fish, smaller pond: focus on what is the niche market within a larger market that is being underserved. The larger player who’s not meeting a specific need.• reframe the market: This strategy involves the reframing of an existing market in new terms, it would work if the product or service features innovation or if there is a change in the market need or expectation.• change the game: when there is no market category for a particular service, creating own service and market; i.e. grab
How? In determining position strategy, a brand must have the uniqueness that differentiates it from its competition.
Positioning vs DifferentiationPositioning is a strategic process that is used to determine a place and offering should occupy in a given market and differentiation is a process of brands making their product service stand out from its competitor in the market.
LECTURE:
Ms Lilian taught us about constructing logos with a grid system. We have to be aware of the proportion, space, scale, and distance of the logo element to create balance.
The main objective of the grid system is to produce geometric harmony. We have to consider the smallest scale when it is used in other applications.
L4//Brand Ideas:
A brand ideal is the higher purpose of a brand or organization, which goes beyond the product and the service it sells (WPP, 2012). Vision, Meaning, Authenticity, Differentiation, Sustainability, Coherence, Flexibility, Commitment, and Value are essential ideals to a creative process.
- Authenticity is having clarity about its market, positioning, value proposition and competitive difference.
- Differentiation is the competition with others in the categories, to catch consumer's attention, focus and loyalty.
- Sustainability is the ability to have longevity in an environment in constant flux and characterised by future permutations.
- Coherence is whenever a customer experiences a brand it must feel familiar and have the desired effect to build trust and loyalty to the consumers.
- Flexibility is an effective brand identity positions a company for change and growth in the future that involves an evolving strategy.
- Commitment is engagement with the brand to have complete motivation and dedication in order for it to succeed.
- Value is the measurable results needed to be created that promote and sustain the brand.
L5//Brand Positioning:
Brand positioning is the process of positioning the brand to customers' minds. It also refers to brand strategy, positioning strategy or a brand positioning statement. There are 4 types of positioning strategies: arm wrestling, big fish, smaller pond, reframe the market and change the game.
• arm wrestling: brands try to challenge other market leaders and beat them, exp: coca-cola and Pepsi
• big fish, smaller pond: focus on what is the niche market within a larger market that is being underserved. The larger player who’s not meeting a specific need.
• reframe the market: This strategy involves the reframing of an existing market in new terms, it would work if the product or service features innovation or if there is a change in the market need or expectation.
• change the game: when there is no market category for a particular service, creating own service and market; i.e. grab
How? In determining position strategy, a brand must have the uniqueness that differentiates it from its competition.
Positioning vs Differentiation
Positioning is a strategic process that is used to determine a place and offering should occupy in a given market and differentiation is a process of brands making their product service stand out from its competitor in the market.
INSTRUCTIONS:
TASK 2A// 28 LOGO STUDYFor week 1, we are assigned to observe surroundings or search online to analyze at least logos.
Figure 1.1 Logo Analysis, 2nd May 2022TASK 2B: OKEKWeek 2//Choose an occupation
We are required to search for 3 occupations or careers that we are interested in and think of the brand name. 
Figure 2.1 Task 2B, 28th March 2022
I proposed OKEK, a bakery app, Claw-food machine business and Self-care business selling DIY face masks and sanitiser. After discussing the pros and cons with Ms Li Lian, OKEK seem to be the best choice.
Week 3//MindmapsWe are required to create 2 mindmaps, one for business and another one for OKEK.
INSTRUCTIONS:
Figure 1.1 Logo Analysis, 2nd May 2022
TASK 2B: OKEK
Week 2//Choose an occupation
We are required to search for 3 occupations or careers that we are interested in and think of the brand name.
We are required to search for 3 occupations or careers that we are interested in and think of the brand name.
Figure 2.1 Task 2B, 28th March 2022
I proposed OKEK, a bakery app, Claw-food machine business and Self-care business selling DIY face masks and sanitiser. After discussing the pros and cons with Ms Li Lian, OKEK seem to be the best choice.
Week 3//Mindmaps
We are required to create 2 mindmaps, one for business and another one for OKEK.
Figure 2.2 Business mind map, 11th April 2022First mind-map wasn't detailed enough, need to branch out more keywords. 
Figure 2.3 Mind-map, 11th April 2022
Expanded mind-map:
Figure 2.4 Business Mind-map 2.0, 11th April 2022
Figure 2.5 Product Mind-map 2.0, 11th April 2022
Figure 2.6 OKEK Mind-map 2.0, 11th April 2022
Figure 2.4 Moodboard, 11th April 2022
Figure 2.5 Web/Packaging References, 11th April 2022
Figure 2.2 Business mind map, 11th April 2022
First mind-map wasn't detailed enough, need to branch out more keywords.
Figure 2.3 Mind-map, 11th April 2022
Expanded mind-map:
Figure 2.5 Product Mind-map 2.0, 11th April 2022
Figure 2.6 OKEK Mind-map 2.0, 11th April 2022
Figure 2.4 Moodboard, 11th April 2022
Figure 2.5 Web/Packaging References, 11th April 2022
Week 4//SketchesAfter compiling a moodboard, I begin sketching the logos. I starting to think of related forms and patterns I want to include in my logo to represent OKEK.*Starred sketches are the ones commented on by Ms Li Lian and have the potential to further develop as the brand logo.
Figure 3.1 Sketch 1, 18th April 2022
Figure 3.2 Sketch 2, 18th April 2022
Figure 3.3 Sketch 3, 18th April 2022Week 5// More SketchesA few sketches are proven, and I started to work on the mascot.
Week 4//Sketches
After compiling a moodboard, I begin sketching the logos. I starting to think of related forms and patterns I want to include in my logo to represent OKEK.*Starred sketches are the ones commented on by Ms Li Lian and have the potential to further develop as the brand logo.
Figure 3.1 Sketch 1, 18th April 2022
Figure 3.2 Sketch 2, 18th April 2022
Figure 3.3 Sketch 3, 18th April 2022
Week 5// More Sketches
A few sketches are proven, and I started to work on the mascot.
Figure 3.4 Sketch 4, 18th April 2022
Figure 3.5 Sketch 5, 18th April 2022
Figure 3.6 Top 3 Sketches, 18th April 2022Week 6//Digitise LogoA few sketches are proven, then I started to construct my mascot. Followed by the typesetting. I used geometric shapes to make the overlapping parts into the forms.
Figure 4.1 Mascot construction, 9th May 2022
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Figure 4.2 Digitise progress, 9th May 2022
After constructing the mascot and the type, the outcome was not what I expected. It is slightly different from a sketch as I tried to utilize the shapes, but it became somehow rigid and lack of continuity. Therefore, I decided to work on the other sketch which is the horizontal typesetting and explore the lines. I tried with different line weights and types of strokes..png)
Figure 4.3 Digitise Progress 2, 9th May 2022Among these designs, I personally like the rounded lines and the continuity I manage to come out. The first few attempts are with lowercase 'e', then I tried using uppercase 'E' to make it like confetti.
Figure 4.4 OK'e'k, 9th May 2022
Figure 4.5 OK'E'K, 9th May 20222. Adding Colour & Explore patterns
Figure 5.1 OK'E'K, 9th May 2022
Figure 5.2 Colour Palatte, 9th May 2022
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Figure 5.3 Progress, 9th May 2022To protect the mascot on white background, I tend to put an outline. However, it looks too complicated and distracting. So Ms Li Lian suggested removing it or trying to maintain the outline for hair only. The colour (bring orange) is more towards fast-food, can add more soft pink to make it look more dessert brand.
Figure 5.4 With Outline, 9th May 2022
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Figure 5.5 With Hair outline, 9th May 2022Week 7//Refinign Process
Reference typeface: Myriad Pro Semibold Italic
To make the type more consistent, I created mini droplets and place them between the turn in O and E.
Figure 6.1 Before and after, 12th May 2022
Figure 6.2 Progress, 12th May 2022Week 8//Compilation +GIFI try to animate the text into a piping effect for the gif, like how bakers write letters on cakes. It took me some time to mask them cause I'm not good at After effects. The first attempt is too slow, and I make the keyframes nearer. I tried my best to make the writing effect smoothly, and below is the outcome. The mascot is scaled from small to actual size, and she nods a few times to her left, giving a welcoming and friendly image to the brand.
Figure 6.3 OKEK GIF Progress, 16th May 2022
Figure 6.4 OKEK GIF, 16th May 2022
Figure 3.4 Sketch 4, 18th April 2022
Figure 3.5 Sketch 5, 18th April 2022
Figure 3.6 Top 3 Sketches, 18th April 2022
Week 6//Digitise Logo
A few sketches are proven, then I started to construct my mascot. Followed by the typesetting. I used geometric shapes to make the overlapping parts into the forms.
Figure 4.1 Mascot construction, 9th May 2022
.png)
Figure 4.2 Digitise progress, 9th May 2022
After constructing the mascot and the type, the outcome was not what I expected. It is slightly different from a sketch as I tried to utilize the shapes, but it became somehow rigid and lack of continuity. Therefore, I decided to work on the other sketch which is the horizontal typesetting and explore the lines. I tried with different line weights and types of strokes.
.png)
Figure 4.3 Digitise Progress 2, 9th May 2022
Among these designs, I personally like the rounded lines and the continuity I manage to come out. The first few attempts are with lowercase 'e', then I tried using uppercase 'E' to make it like confetti.
Figure 4.4 OK'e'k, 9th May 2022
Figure 4.5 OK'E'K, 9th May 2022
2. Adding Colour & Explore patterns
Figure 5.1 OK'E'K, 9th May 2022
Figure 5.2 Colour Palatte, 9th May 2022
.png)
Figure 5.3 Progress, 9th May 2022
To protect the mascot on white background, I tend to put an outline. However, it looks too complicated and distracting. So Ms Li Lian suggested removing it or trying to maintain the outline for hair only. The colour (bring orange) is more towards fast-food, can add more soft pink to make it look more dessert brand.
Figure 5.4 With Outline, 9th May 2022
.png)
Figure 5.5 With Hair outline, 9th May 2022
Week 7//Refinign Process
Reference typeface: Myriad Pro Semibold Italic
To make the type more consistent, I created mini droplets and place them between the turn in O and E.
Reference typeface: Myriad Pro Semibold Italic
To make the type more consistent, I created mini droplets and place them between the turn in O and E.
Figure 6.1 Before and after, 12th May 2022
Figure 6.2 Progress, 12th May 2022
Week 8//Compilation +GIF
I try to animate the text into a piping effect for the gif, like how bakers write letters on cakes. It took me some time to mask them cause I'm not good at After effects. The first attempt is too slow, and I make the keyframes nearer. I tried my best to make the writing effect smoothly, and below is the outcome. The mascot is scaled from small to actual size, and she nods a few times to her left, giving a welcoming and friendly image to the brand.
Figure 6.3 OKEK GIF Progress, 16th May 2022
Figure 6.4 OKEK GIF, 16th May 2022
TASK 2B: 1) Logo in BW, reverse & colour2) Logo space rationalization & clearspace3) Logo with strapline4) Logo with rationale (brand ideals)5) Logo min. size6) Primary & Secondary colours7) Patterns derived from logo8) Logo’s or brand’s typeface9) Logo Animation (Gif)
Figure 7.1 Logo in BW, 16th May 2022
Figure 7.2 Logo in reverse, 16th May 2022
Figure 7.3 Logo in colour, 16th May 2022
Figure 7.4 Logo space rationalization, 16th May 2022
Figure 7.5 Logo Clearspace, 16th May 2022
Figure 7.6 Logo with rationale, 16th May 2022
Figure 7.7 Logo minimum size, 16th May 2022
Figure 7.8 Primary & Secondary Colours, 16th May 2022
Figure 7.9 Pattern from logo wordmark, 16th May 2022
Figure 7.10 Pattern from logo wordmark 'K', 16th May 2022
Figure 7.10 Pattern from logo wordmark 'E', 16th May 2022
Figure 7.11 Pattern from logo wordmark 'O', 16th May 2022
Figure 7.12 Typography, 16th May 2022TASK 2B// FINAL SUBMISSION
Figure 8.1 Final Task 2B Submission.pdf, 16 May 2022
Figure 8.2 OKEK GIF, 16 May 2022
TASK 2B:
1) Logo in BW, reverse & colour
2) Logo space rationalization & clearspace
3) Logo with strapline
4) Logo with rationale (brand ideals)
5) Logo min. size
6) Primary & Secondary colours
7) Patterns derived from logo
8) Logo’s or brand’s typeface
9) Logo Animation (Gif)
Figure 7.1 Logo in BW, 16th May 2022
Figure 7.2 Logo in reverse, 16th May 2022
Figure 7.3 Logo in colour, 16th May 2022
Figure 7.4 Logo space rationalization, 16th May 2022
Figure 7.5 Logo Clearspace, 16th May 2022
Figure 7.6 Logo with rationale, 16th May 2022
Figure 7.7 Logo minimum size, 16th May 2022
Figure 7.8 Primary & Secondary Colours, 16th May 2022
Figure 7.9 Pattern from logo wordmark, 16th May 2022
Figure 7.10 Pattern from logo wordmark 'K', 16th May 2022
Figure 7.10 Pattern from logo wordmark 'E', 16th May 2022
Figure 7.11 Pattern from logo wordmark 'O', 16th May 2022
Figure 7.12 Typography, 16th May 2022
TASK 2B// FINAL SUBMISSION
Figure 8.1 Final Task 2B Submission.pdf, 16 May 2022
Figure 8.2 OKEK GIF, 16 May 2022
FEEDBACK:
Week 2Okek will be the top choice, the ideal if good. Claw food restaurant, is not so suitable when it comes to practicality. Have to think more from a designer's point of view (to focus on the branding instead of the user. General feedback: Record all the design or generating idea process Week 3Expand the mind map from OKEK (what is the tools use, cake ingredient, flavour). Explain why did you choose the colour, can select primary and others as secondary. Keep what I did as progress. General feedback: Try not to use personal preference in the brand but think of how the brand culture can be reflected through design. Week 4 Spotify-intensive research. Slides content must be reflective of the analysis (Visuals to support the slides). Critical thinking, write more personal thoughts. Specific feedback: Logo sketches feedback (creamy looking and squares, the girl character are cute, can try to incorporate it into the logo as a mascot. Creamy looking type is good, to represent the piping cream effect. The squared orientation is good, it can be pronounced and read from left to right or the other way round. The O (heart) is nice, represents love and friendliness, can try out to make it as a cake/replace it with the character. K can be rotated, to try out different possibilitiesCounter 'e' can be something else like cream or other deco itemsOKEK round shape with a smile. OK hand gesture: look like daycare or delivery service, not so suitable for cakes business. The horizontal logotype is not so suitable: lack of freedom Week 5 The mascot is cute, try to remain the mascot, and digitize to see which suits them best. The one with a candle in the middle looks like a Chinese font.
Week 2
Okek will be the top choice, the ideal if good. Claw food restaurant, is not so suitable when it comes to practicality. Have to think more from a designer's point of view (to focus on the branding instead of the user. General feedback: Record all the design or generating idea process
Week 3
Expand the mind map from OKEK (what is the tools use, cake ingredient, flavour). Explain why did you choose the colour, can select primary and others as secondary. Keep what I did as progress. General feedback: Try not to use personal preference in the brand but think of how the brand culture can be reflected through design.
Week 4
Spotify-intensive research. Slides content must be reflective of the analysis (Visuals to support the slides). Critical thinking, write more personal thoughts.
Specific feedback: Logo sketches feedback (creamy looking and squares, the girl character are cute, can try to incorporate it into the logo as a mascot. Creamy looking type is good, to represent the piping cream effect. The squared orientation is good, it can be pronounced and read from left to right or the other way round. The O (heart) is nice, represents love and friendliness, can try out to make it as a cake/replace it with the character. K can be rotated, to try out different possibilities
Counter 'e' can be something else like cream or other deco items
OKEK round shape with a smile. OK hand gesture: look like daycare or delivery service, not so suitable for cakes business. The horizontal logotype is not so suitable: lack of freedom
Week 5
The mascot is cute, try to remain the mascot, and digitize to see which suits them best. The one with a candle in the middle looks like a Chinese font.
Week 7Good progression, nice logo.Mascot feedback: It matter of choosing the right colour of the hair and face. The pink is quite nice, maintain it it's softer. The orange is quite nice but the use of too many orange will looks like fast food. The one with an outline for the face and hair doesn't really work. Typography: 'Okek' nice piping effect, kerning of 'O' and 'K' is nice, K and E need to be slightly further. Gif idea: the piping text effect, head-spinning/ pop out. The twist effect of the E can use the shape in O, to create consistency and more visibility when the logo size is reduced. The exclamation mark to add excitement it’s a good idea but remains OKEK it's fine. Pattern: fun and resemble piping effects, reflects the brand, and freedom. Turning the O into eyes are fun. For submission, remain pattern in B&W. Change the different colours into shades of black (grey). Brand typeface (cooper black for the heading is nice, Montserrat is okay too) may proceed.
Week 7
Good progression, nice logo.Mascot feedback: It matter of choosing the right colour of the hair and face. The pink is quite nice, maintain it it's softer. The orange is quite nice but the use of too many orange will looks like fast food. The one with an outline for the face and hair doesn't really work. Typography: 'Okek' nice piping effect, kerning of 'O' and 'K' is nice, K and E need to be slightly further. Gif idea: the piping text effect, head-spinning/ pop out. The twist effect of the E can use the shape in O, to create consistency and more visibility when the logo size is reduced. The exclamation mark to add excitement it’s a good idea but remains OKEK it's fine. Pattern: fun and resemble piping effects, reflects the brand, and freedom. Turning the O into eyes are fun. For submission, remain pattern in B&W. Change the different colours into shades of black (grey). Brand typeface (cooper black for the heading is nice, Montserrat is okay too) may proceed.
REFLECTIONS:
ExperienceTask 2 is quite challenging because of the complexity of the task. It took me so long to generate different ideas for logo sketches. The digitization process requires a lot of exploration to see the proportion and scale to create balance. Finally, the refinement process was a little tedious, as we had to go back and forth to fix little details.
ObservationI realized logo is one of the essential components of branding. It gives the first impression of the brand and represents the personality. However, designing a logo is not as easy as I thought. I required a lot of exploration, trial and error and refinement to get a good logo. After this task, I began to pay more attention to the symbols I see every day.
FindingsThere are tons of brands and logos around us. Unfortunately, it's something that we might overlook. The analyzing exercise helped me better understand how the logo is constructed and its hidden meaning. So I have a better idea of what to start when designing mine.
Experience
Task 2 is quite challenging because of the complexity of the task. It took me so long to generate different ideas for logo sketches. The digitization process requires a lot of exploration to see the proportion and scale to create balance. Finally, the refinement process was a little tedious, as we had to go back and forth to fix little details.
Observation
I realized logo is one of the essential components of branding. It gives the first impression of the brand and represents the personality. However, designing a logo is not as easy as I thought. I required a lot of exploration, trial and error and refinement to get a good logo. After this task, I began to pay more attention to the symbols I see every day.
Findings
There are tons of brands and logos around us. Unfortunately, it's something that we might overlook. The analyzing exercise helped me better understand how the logo is constructed and its hidden meaning. So I have a better idea of what to start when designing mine.
FURTHER READING:
https://robotcreative.com/blog/your-logo-needs-space-blog/
A logo is always the communication on behalf of the brand. Therefore, it is essential to ensure the logo is scalable and responsive and not crowd the logo too close to other objects or elements. Clearspace of a logo shows the professionalism and trustworthiness of a brand.
https://robotcreative.com/blog/your-logo-needs-space-blog/
A logo is always the communication on behalf of the brand. Therefore, it is essential to ensure the logo is scalable and responsive and not crowd the logo too close to other objects or elements. Clearspace of a logo shows the professionalism and trustworthiness of a brand.
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