Brand Corporate Identity - Task 2

Brand Corporate Identity 

23.9.2024 - 00.0.2025 (Week 1 - Week 14)

Aidi Rafiq | 0353422 | Bachelor of Design (Honours) in Creative Media  

BRAND CORPORATE IDENTITY

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INSTRUCTIONS

Lectures

Week 4: Brand Ideas

      

    Introduction

A brand is a person's gut feeling about a good, service, or business; although businesses have little control over this process, they may affect it by highlighting the features that set their product apart from competitors.

The word "ideal" implies the fulfillment of "one's" idea of what is ideal; most appropriate.

Brand values based on timeless principles create and nurture a feeling of purpose in everyone who supports or believes in these more expansive objectives. 

    examples: 

fig 1.0 Nike

•  "Just Do It" (1988)
• Nike is about encouraging success, motivating athletes and reminding everyone that they can achieve their goals.

fig 1.1 Apple

•  "Think Different" (1997)
• Apple was struggling to earn it's share of the marketplace, so they launched "Think Different" campaign to clarify their brand values for their audience, employees and shareholders alike.
• They focused on making the top, best creative product in the world while keeping technology simple for the masses and one that focuses quality over quantity.

Brand Ideals and Definition

Ideals are essential to a responsible creative process, regardless the size of the company or the nature of a businesses.

They are as follow:

 - Vision

 - Meaning

 - Authenticity

 - Sustainability

 - Differentiation

 - Coherence

 - Flexibility

 - Commitment

 - Value

- Vision - 

A compelling vision by an effective, articulate and passionate leader is the foundation for all the best brands.

Vision requires courage. Large concepts, businesses, goods, and services are maintained    by people who can envision what others cannot see and who have the perseverance to do what they think is achievable.

As a results, leaders who take the time to share their most audacious dreams and challenge frequently understand the power of symbols. They value storytelling to build their culture and brand.

- Meaning - 

A good brand stands for something - big idea, strategic position or a defined set of values.

Meaning is rarely immediate and it evolves over time. Designers transform meaning into unique visual form and expression. It is important that meaning is explained so that it can be understood, communicated and approved

- Authenticity - 

Authenticity is impossible without and organization having clarity about its market, positioning, value proposition and competitive difference.

This refers to self-knowledge and making decision that are congruent. Organization who know who they are and what they stand for, starting from identity process from a position of strength. They create their brand that are sustainable and genuine

- Differentiation - 

Brand always compete with each other within their businesses and at some level, compete with all brand that wants the audience attention, focus and loyalty.

- Sustainability - 

Sustainability is the ability to have longevity in an environment in constant flux and characterised by future permutations that no one can predict.

- Coherence - 

Whenever a customer experience a brand, it must feel familiar and have the desired effect.

Which means that coherence is important because its the quality that ensure that all the pieces hold together in a way that feels ideal to the customer. It is the idea to build trust, foster loyalty and delight the customer.

- Flexibility - 

An effective brand identity positions a company for change and growth in the future. It supports and evolving strategy.

Brands must be adaptable to innovate. Flexible methods for brand identity must be in place for brands that are adaptable. It is therefore essential that they act fast to take advantage of fresh market prospects. Within limits that consistently maintain the brand's instant recognition, the brand identity tool to promotes innovation.

- Commitment - 

Organization need to ensure all people engaged with the brand have complete motivation and dedication in order for it to succeed. 

- Value - 

Measurable results need to be created that promote and sustain the brand.

Creating a value is important in most organization. The quest for sustainability has expanded the value conversation with consumers. New company strategy aims to be profitable, environmentally conscious, and socially responsible.

- Conclusion - 

The ideal is the brand's inspirational. It explains why the brand exist and the impact it seek to make in the world.

Brand that operates from a higher purpose are therefore successful due to at least two reasons.

• They better equip their employees to tap into their deepest reservoirs of intuition and imagination to address the changing reality as it unfolds.

• They need to create deep relationships with customer who are yearning for connection, community and participation in something bigger than themselves.

Week 5: Positioning

      

    Introduction

A brand is positioning is the process of positioning your brand in the mind of your customers. Referred to as a position strategy, brand strategy or a brand positioning statement.

Positioning refers to the place that a brand occupies in the minds of the customers and how it is distinguished from the product of the competitors.

Once a brand has successfully positioned, Repositioning is infamously challenging. Volvo rapidly rose to the top of the family car market by positioning itself as a sturdy, safe vehicle. Safety had less "sex-appeal," which had the unintended consequence of creating an unattractive perception. 

Fig 1.2 Volvo

Positioning is going to occur whether clients like it or not. The question is that whether they'd like a hand in positively shaping in the minds of the target audience.

What are the different types of positioning strategies?

1. Arm wrestling

You are trying to take on the market leader and beat them at their own game and it's possible if there is a well establish market category with no clear leader.

2. Big fish, smaller pong

This focus on a niche market within a larger market that is being underserved, where there is larger player who's not meeting a specific need. The audience has a frame reference while the down-side is that the market leader could match your offer.

3. Reframe the market

This style of brand positioning changes an existing market in new terms. It makes the benefits highlighted by previous market leaders irrelevant of frankly, boring. 

4. Change the game

Is reserved for when there is no market category for what you do. You are the first of your kind and invent your market.

TASK 2

Task 2A - Research & Analysis

This task, Ms. Lilian assigned us to research and analyze 28 logos that we see in everyday life. Good or Bad logos are needed to be documented in slides

 

Fig 2.0

Task 2B - Logos

For task 2, we were given a task to produce a logo of our own business that we have sketch our ideas out. Created 2 sheets of idea-sketches weekly for the development of our logo. Using mind-map to identify important keywords or key visuals. 

The developed logo in its final most appropriate form will need to be digitized, in black and white only.  

 

Fig 2.1 Draft Career Options

I list a Perfume, Jewelry and soda brand as my starter but end up chose Jewelry brand in order to expand it further. 

And at the end I decided to proceed with a jewelry brand "CyberCryst"

Fig 2.2 Career Mind Map (CyberCryst)

I am going for a bold, edgy and futuristic jewelry that could be wear on anyone that has interested in stepping up their fashion styles. The CyberCryst goes for the name "Cybergilism" and "Crystal". 

Fig 2.3 Initial Sketches (CyberCryst)

After a consultation from my mind-map, I start to sketches few ideas of how my logos will look like. After receiving feedbacks from classmates and Ms. Lilian, I will re-design with 5, 6, 9 and 10.  

Fig 2.4 Sketches after feedback (CyberCryst)

Feedback I've received from classmate and Ms. Lilian this time is that we all agreed on combining 6 and 9. I really liked how no. 9 with the sharp edges and the curves which still forms a letter C.

Fig 2.5 Digitised Logo

This is my first digitised logo which I combined 6 and 9. Combining the two C together by putting them upside down while maintaining the sharp and curves shape.

Getting feedback from Ms. Lilian, she said that the middle of the curves that connect to form C has lost its shape. The bottom of the logo also feels awkward on how it stops compare to the top of the C.

After finalizing, I then started on my submission slides.

         Requirements

             1) Logo in BW, reverse & colour

             2) Logo space rationalization & clearspace

             3) Logo with strapline

             4) Logo with rationale (brand ideals)

             5) Logo minimum size

             6) Brand primary & secondary colours

             7) Logo/brand typeface(s)

             8) Patterns derived from logo

             9) Logo animation (GIF)

Fig 2.6 Logo slides process

Fig 2.7 GIF process

Fig 2.8 GIF process

Fig 2.9 GIF process

FINAL

 

Fig 3.0 Final logo slides submission

 

Fig 3.1 Final logo submission

 

Fig 3.2 Final GIF Submission

FEEDBACK

Week 3

Improve on the logo and play around with the positioning and the form.

Week 4

Combine two of the sketches logo and think of where the wordmark going to be placed

Week 5

reclaim the double C

play more with the typeface

make the bottom of the logo more rounder.

Week 6

Work on space rationale and measure the space of the logo correctly