Brand Corporate Identity- Project 1
28.3.2022 - ??.4.2022 (Week 1 - ?)
Koh Han Rong / 0344410 / Bachelor of Design (Hons) in Creative Media
Brand Corporate Identity
Exercise
LECTURE NOTES
Lecture 1
Lecture 1
28/04/22 (Week 1)
Brand Corporate Identity is crucial in creating a visual integrity of a brand. This module will teach us about the basics of identity design and the effective use of symbols in the area of visual communication.
We were introduced to the projects we'll be doing during the semester:
- Project 1 : Breaking Brand (Case Study)
- Project 2 : Logo
- Project 3 : Positioning & Identity
- Final Project : Brand Guideline
Lastly, we'll have to record all of them in our e-portfolio.
For this term, Ms Low told us that our projects will revolve around a brand called Darrma.
Lecture 2
04/04/22 (Week 2)
The term "brand" derives from the Old Norse word brandr or "to burn". It refers to the practice of branding life stock back in the Indus Valley Civilization. Basically, people would use burning steel to burn their life stock with a symbol that would symbolize the owner, so that no one would steal the life stocks. There was also human branding, to slaves, and also to prisoners.
Currently, branding is different, but it's still about taking ownership. It can be for property, products company values, and more.
What is a brand? "A brand is a person's gut feeling about a product, service, or company. While companies can't control this process, they can influence it by communicating the qualities that make this product different that that product." Branding doesn't have to be for a product, it can be for a service, an organization, or even a person.
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.
What is branding? Branding is the process of giving a meaning to a specific organization, company, product, or services, People can identify and experience the brand through branding.
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, colour, typography)
- Advertising and communication
- Product design
- Sponsorships and partnerships
- In-store experiences
- Workspace experiences and management styles
- Customer service
- Pricing strategy
Benefits of branding are :
- Help stands our
- Makes it credible
- Customer loyalty
- Pricing - charge what you're worth
- Helps ideal clients
- Consistency
Lecture 3
11/04/22 (Week 3)
Logo: short for "logotype", is a trademark made from a custom lettered-word. The term caught on with people because it sounds cool, but what people actually meant to refer to were trademarks.
Logotype : a logo centred around a company name or initials.
Logomark : a logo centred around a symbolic image or icon.
Combination mark : a mix of both words and symbols, also known as signature.
Monogram is a motif made by overlapping or combining two or more letters or other graphemes to form one symbol.
Heraldy : 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.
Instruction:
Project 1: Breaking Brand
Week 1
Ms Tai gave us an overview of the module and all of the projects this week. Project 1 requires us to do research with our own group members, followed by the creation of presentation slides or more research on our own. Later, we were given the task of forming a three-person committee and beginning research on Task 1, Breaking Brand. So, alongside Jacklyn and HanRong, I was in a three-person group. Our crew chose to construct an Adidas brand profile. Then we began to share the research portion. I created a Google Docs account so that everyone may add their information and we can monitor it. After finishing the first section, which is the brand description, I began reading about the history and background of the Adidas brand.
Week 2
We started our own research with separated parts in google docs.
Figure 1.1 Brand Profile Doc 4/4/2022
Week 3
This week is the project 1 submission deadline, and each of us must upload our docs and slides to our Google Drive folder. For submission, here are the final brand profile doc and slides.
Figure 1.2 Final Brand Profile Doc 11/4/2022
Figure 1.2 Final Brand Profile Slides 11/4/2022
Week 1:
General Feedback: Start to do project 1 and also think of 3 career for next project.
Specific Feedback: -Week 2:
General Feedback: Make sure to complete project 1 and prepare for next week submission. Besides that, start do a mind-map and visual research for logo design which is project 2.
Specific Feedback: -Week 3:
General Feedback: xMake sure to submit all doc and slide to google drive folder and also update Task 1 blog.
Specific Feedback: -Reflection:
Learning from this assignment was totally fun in it. How would I know Adidas was such a successful brand before I started this research? Starting a brand is difficult since many factors must be considered, such as the logo, purpose, competition, and so on.
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