BRAND CORPORATE IDENTITY//TASK 4

June 28, 2022

BRAND CORPORATE IDENTITY//TASK 4

30.05.2022 -29.06.2022 (Week 10- Week 14)

Chaw Zhi Ting (0347344)

Bachelor of Design (Hons) Creative Media

Brand Corporate Identity// Task 4

LECTURE:

Lecture Notes 1- 3
Lecture Notes 4- 5
Brand Guideline Tips:

1. Brand story: Hello, this is BRAND. Here’s what we make and do. These are our Mission, Vision, and Values.

2. Logo: Here’s our logo and what it means to us. How to use our logo. How not to use our logo.

3. Color palette: These are our colors. Here are pretty swatches with CMYK and HEX codes.

4. Typography: These are the fonts we use and why we chose them. This is our main typeface.This is our secondary typeface. Ooh how pretty!

5. Imagery: These are on-brand images. How to lay them out.

6. Voice: This is how we speak. Use these do’s and don’ts.

7. Website: Here’s what a the home page looks like and what you should/shouldn’t put on it. This is how we display products.

INSTRUCTIONS:

Task 4: Brand Guideline

This is a continuous project from Task 3. In this task, we are supposed to come out a brand guideline of 1366px x768 px (single page).

W10//Research

Before beginning to design my brand guideline, I did some research to get a better idea on what a brand guideline should look like.

Figure 1.1 Reference 1, 30th May 2022

Figure 1.2 Reference 2, 30th May 2022

Figure 1.3 Reference 3, 30th May 2022

Figure 1.3 Reference 4, 30th May 2022

W10//Grid & Type Specimen

Draft at least 3 layouts and determine a suitable grid system

a. Grid System

b. Type Specimen (variation of typeface, point size, leading)

c. Margin, spacing (Gutter)

Figure 2.1 Determining grid system, 1st June 2022

Publishing Feedback:

Grid No.2 looks okay, and the navigation bar should be outside the margin space—body text to have more gutter space and leading. May want to add left and right page buttons, content page and homepage in the navigation bar. Can proceed to do the first chapter.

Figure 2.2 Final Grid system.jpg, 1st June 2022

Figure 2.2 Final Grid system, 1st June 2022

W11//Draft layout
I started with the B&W version to plan the placement of navigation, heading, body text and images. My previous font choice is Cooper Black for the header and Monserrat family as my body text, but they don't look well when applied to that layout. Therefore, I decided to introduce a new brand typeface, Junegull (more rounded typography), for headings, representing the brand more.

Figure 3.1 B&W Monserrat Family, 1st June 2022

Figure 3.2 Type Specimen Sheet, 1st June 2022

Figure 3.3 Final Type Specimen Sheet, 1st June 2022

Figure 3.4 B&W Monserrat & Junegull, 1st June 2022

W11-W13//Designing the layout

Figure 4.1 Layout #1, 6th June 2022

Figure 4.2 Thumbnail #1, 6th June 2022

Figure 4.3 Layout #2, 15th June 2022

Figure 4.4 Thumbnail #2, 15th June 2022

Figure 4.5 Layout #3, 20th June 2022

Figure 4.6 Thumbnail #3, 20th June 2022

Thumbnail #3 seems better than the previous attempt. However, the cover doesn't seem to match the brand. So I decided to use back red-orange instead. For subpages, I decided to go with the one with a big heading to create variation.

Figure 4.7 Final Layout, 20th June 2022

Figure 4.8 Final Thumbnail, 20th June 2022

[Progress] Design Breakdown

Navigation
For navigation, Mr.Vinod advised us to put left and right buttons to ease the navigation. They are suggested to plan side by side to improve user experience. In the first attempt, I included 3 versions to adapt on different colour backgrounds 1) positive logo with black text, 2) positive logo with white text and 3) Reverse logo and white text on dark background. However, too much variation causes the brand guideline looks inconsistent.

Figure 5.1 draft 1, 6th June 2022

Figure 5.2 draft 2 (Right align), 15th June 2022

Figure 5.3 draft 2 (Left-aligned), 15th June 2022

Figure 5.4 Circular navigation, 15th June 2022

Figure 5.5 Circular navigation 2, 15th June 2022

Figure 5.5 Final Navigation (Reverse colour), 15th June 2022

Figure 5.5 Final Navigation (Original colour), 15th June 2022

Cover page

I was trying to create a different style of cover page that might work to represent the brand. The first impression is always essential. The initial drafts don't seem to be attractive and lack of character. Therefore, I tried several attempts with patterns and images. Lastly, I decided to keep it simple by using the wave pattern and enlarging the brand mascot.

Figure 6.1 Draft 1 cover, 6th June 2022

Figure 6.2 Draft 2 cover, 6th June 2022

Figure 6.3 Draft 3 cover, 15th June 2022

Figure 6.4 Draft 4 cover, 20th June 2022

Figure 6.5 Final cover, 28th June 2022

Content page

Below are some of the draft attempt and improvised version after feedback session from the lecturers

Figure 7.1 The word 'Cake' is confusing, 15th June 2022

Figure 7.2 Improvised version, 20th June 2022

Figure 7.3 Confusing colour page, 15th June 2022

Figure 7.4 Colour page 2, 20th June 2022

Figure 7.5 Colour page (combined), 22th June 2022

Figure 7.6 'the word in the background looks complicated, 15th June 2022

Figure 7.7 Improvised version (separating detail & mock up), 20th June 2022

Selection of Photography

To make the brand guide more lifely, I searched for relevant photos from Unsplash, Pexels and other sites. All the pictures used in brand guidelines are given credits in the right corner. Check out more photography I selected (OKEK Photo Album).

Figure 8.1 Photo 1, 18th June 2022

Figure 8.2 Photo 2, 18th June 2022

Figure 8.3 Photo 3, 18th June 2022

Interaction

After finalising the layout, I proceed with the interaction part. After watching the pre-recorded tutorial, I understand the way of doing buttons and rollover. I tried searching other resources and decided to try adding a pop-up window.