Brand Corporate Identity - Task 2 / Logo
19/4/2023 - 10/5/2023 (Week 3 - Week 6)
Anna Chin Siaw Fong / 0354370
Brand Corporate Identity / Bachelor
of Design (Honours) in Creative Media / Taylor's University
Task 2 / Logo
LECTURES
Lecture 4 - Brand Ideals
A brand ideal is a higher purpose of a brand or organization that goes beyond
the product or service they sell. According to Stengel, "the ideal is the
brand's inspirational reason for being. It explains why the brand exists and
the impact it seeks to make in the world."
Brand values deliver real engagement and direct you towards more powerful
bonds with your target audience. For most businesses, brand values act as the
"true north" on their compass towards market success; the core brand values
remain fixed and steady. It is part (internal: purpose, personality and
proposition) that truly transforms the relationship you build with your
customers.
The best brand values examples work because they are reflective of customer
ideology, but they still embrace the passions of the business in question.
Brand Ideal Values
Ideals are essential to a responsible creative process, regardless of the size
of a company or the nature of a business. They are as follow:
Vision - A compelling vision by an effective, articulate, and
passionate leader is the foundation for the best brand. Vision requires
courage. Big ideas, enterprises, products, and services are sustained by
individuals who have the ability to imagine what others cannot see. Hearing
the vision face to face is critical to the identity process. As a result,
leaders who take the time to share their most audacious dreams and challenges
frequently understand the power of symbols. They also value storytelling to
build their culture and brands.
Meaning - The best brand stand for something - a big idea, a strategic
position or a defined set of values. Meaning is rarely immediate and it
evolves over time. Designers trasnform meaning into unique visual form and
expression. It is critical that this meaning is explained so that it can be
understood, communicated, and approved. Knowing this, all elements of the
brand identity system should have a framework that stand for meaning and
logic.
Authenticity - Authenticity is not possible without an organisation
having clarity about its market, positioning, value proposition and
competitive difference. Authenticity refers to self-knowledge and making
decision that are congruent with that self-knowledge. Organization who know
who they are, and what they stand for, start the identity process from a
positon of strength. They create brands that are sustainable and genuine.
Brand expression must be appropriate to the organization's unique mission,
history, culture, values, and personality. Customers identify with personal,
memorable and above all, what they perceive as authentic.
Differentiation - Brands always compete with each other within their
business category and, at some level, compete with all brands that want our
attention, focus and loyalty. The word is a noisy place filled with a panoply
of choice. Brands need to demonstrate this difference and make it easy for
customers to understand what makes them so.
Sustainability - Sustainability is the ability to have longevity in a
environment in constant flux and characterised by future permutations that no
one can predict. Brands are messengers of trust. We are all moving at blinding
speed. Our institutions, technology, science, lifestyles, and vocabulary are
in a state of continuous flux. Consumers are reassured by trademarks that are
recognisable and familiar. Sustainability is achieved through a commitment to
the equity of a central idea over time. Also, the capacity to transcend
change.
Coherence - Whenever a customer experiences a brand it must feel
familiar and have the desired effect. Coherence is the quality that ensure
that all pieces hold together in a way that feels ideal to the customer.... it
is a baseline that is designed to build trust, foster loyalty, and delight the
customer. A brand identity system is unified visually and structurally. It
builds on cohesive brand architecture and utilizes specially designed colours,
typeface families, and formats. The identity system advances immediate
recognition of the company and supports brand attributes across various
media.
Flexibility - An effective brand identity positions a company for
change and growth in the future. It supports and evolving strategy. Innovation
requires brands to be flexible. Brands that are open to change need to have
flexible brand identity systems in place. The brand identity toolbox
encourages creativity within parameters that always keepthe brand immediately
recognizable.
Commitment - Organisations need to ensure all people engaged with the
brand have complete motivation and dedication in order for it to succeed. A
brand is an asset that you have to protect, preserve, and nurture. Actively
managing the asset requires a top down mandate and a bottom up understanding
og why it is important. Building, protecting, and enhancing the brand requires
desire and a disciplined approach to insure its integrity and relevance.
Value - Measurable results need to be created that promote and sustain
the brand. Creating value is the biggest goal of most organizations. The quest
for sustainability has expanded the value conversation with consumers. Being
socially responsible, environmentally conscious and profitable is the new
business model. A brand is an intangible asset.
Lecture 5 - Positioning
Brand positioning is the process of positioning your brand in the mind of your customers. Brand positioning is also referred to as a positioning strategy, brand strategy or a brand positioning statement.
However, Willis (2017) draws a distinction between strategy and positioning, implying that strategy is a long term plan and influences the positioning of the brand, "Creating your brand strategy is like drawing out a map, and positioning is determining your location and destination".
The goal (re:positioning) is to create a unique impression in the customer's mind so that the customer associates something specific and desirable with your brand that is distinct from rest of the marketplace.
4 different styles of positioning:
1. Arm wrestling - here you are trying to take on the market leader and beat them at their own game and it is possible if there is a well establish market category with no clear leader. However, it takes lots of money and time. Think Coke and Pepsi.
2. Big fish, smaller pond - here the focus is on a niche market within a larger market that is being underserved, where there is a larger player who's not meeting a specific need. Plus-point is the audience has a frame of reference W while the down-side is the market leader could match your offer.
3. Reframe the market - This style of brand positioning reframes an existing market in new terms. It makes the benefits highlighted by previous market leaders irrelevant, or frankly, boring. This works if the product /service features innovation or if there is a change in market need/expectation.
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 you get to invent your market.
How to determine positioning
In order to create a position strategy, you must first identify your brand's uniqueness and determine what differentiates you from your competition.
Positioning vs Differentiation
Positioning is a strategic process that marketers use to determine the place or "niche" an offering should occupy in a given market... Marketers use the positioning process to identify the distinctive place they want a product or service to hold in the minds of a target market segment.
Differentiation is closely related to positioning. Differentiation is the process companies use to make a product or service stand out from its competitors. Differentiation is at work any time you're choosing between two products in the same category
7 key steps to effectively clarify your positioning in the marketplace:
- Determine how your brand is currently positioning itself
- Identify your direct competitors
- Understand how each competitor is positioning their brand
- Compare your positioning to your competitors to identify your uniqueness
- Develop a distinct and value-based positioning idea
- Craft a brand positioning statement
- Test the efficacy of your brand positioning statement
How to create a brand positioning statement:
- Target Customer: What is a concise summary of the attitudinal and demographic description of the target group of customers your brand is attempting to appeal to and attract?
- Market Definition: What category is your brand competing in and in what context does your brand have relevance to vour customers?
- Brand Promise: What is the most compelling (emotional/rational) benefit to your target customers that your brand can own relative to your competition?
- Reason to Believe: What is the most compelling evidence that your brand delivers on its brand promise?
Once there is a strong brand positioning statement, brands can create a tagline or slogan that helps establish the position they're looking to own.
A tag line is an external statement used in your marketing efforts. Insights from your positioning statement can be turned into a tagline, but it is important to distinguish between the two.
INSTRUCTIONS
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src="https://drive.google.com/file/d/1_8-nRa6MDCjwzeHnK67jsLS20QvQD2nD/preview"
width="640" height="480" allow="autoplay"></iframe>
Task 2 (A): Logo Research & Analysis
For this task, we were to choose 28 logos and analyse it. I began by
collecting 28 logos. After that, I started analysing them and putting them
into slides.
Fig 1.0 28 logos
Fig 1.1 Creating slides
Task 2 (B): Logo Design
For this task, we were to design a logo. Before we began, we were instructed
to think of 3 brand ideas and list it out.
Fig 2.0 Brand ideas
After chosing the best brand idea, we were to proceed and create 2 mind maps
about the brand.
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Fig 2.1 Mind map (Name)
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Fig 2.2 Mind map (Business)
Before starting my sketches, I looked for inspiration on Pinterest for my logo
design.
Fig 2.3 Inspiration
After that, I began sketching. I used Procreate to draw my sketches.
Fig 2.4 Sketch 1
Fig 2.5 Sketch 2
After getting feedback from Ms. Lilian and my classmates, I proceeded by
creating more variation of the sketches selected. I also added some more new
ideas inside.
Fig 2.6 Sketch 3
Fig 2.7 Sketch 4
Fig 2.8 Logo digitalization
After getting feedback from Ms. Lilian, I proceeded to contruct my logo more
carefully.
Fig 2.9 Logo construction
Fig 2.10 Colours
After choosing the colours, I went to look into typefaces that I could use for my brand. I browsed through Pinterest to see the available typefaces.
Fig 2.11 Browsing
I tried out a few typefaces and in the end, I chose the typeface below as my
brand typeface.
Brand Typeface - Kg Miss Kindergarten
Body Text - Gilmer Sans Font Family
Fig 2.12 Typeface tryout
Fig 2.13 Animating Logo
Final Submission
Fig 2.14 Task 2 (A): Logo Research & Analysis
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src="https://drive.google.com/file/d/13ggAx4wPU5vZJ7MaVbOwZw48skJhNAK0/preview"
width="640" height="480" allow="autoplay"></iframe>
Task 2 (B): Logo Design
Fig 2.15 Task 2 (B): Logo Design
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Fig 2.16 Task 2 (B): Logo Design Gif
FEEDBACK
Week 2
- Be more specific for the demographic
- Expand the keywords for bubbles & cuddles
- Think about the physical aspects of the brand
- Add a little bit of logistics of the business
Week 3
- Try to play with the words and bubble form
- Look into sketch 8, 12, 13, 14 and 20
Week 4
- Start digitalizing the work
- Try to draw bubbles in a different way for sketch 7
- Find suitable typefaces for sketch 1, 2 and 3
Week 5
- Tryout more ways to place the typeface
- Use oval for the clear space
- Negative space for digitalized logo is nice
Week 6
- Measurements for the bubble can be removed
- Outline the measurements using different colours
- Bold the brand name so that it can indicate that is the start of the paragraph
- Shrink the pattern a little and make it more
Week 7
- For task 2 (a), credit your sources.
- Should have a little bit of my own opinions for the logo analysis
- For task 2 (b), can have a better indication of clear space
- Can be more critical on space rationale
- Rationalization for logo is good
- Minimum size for logo is too small
- Logo and brand mark is a little too tight
- Overall, very consistent and well considered
REFLECTION
Experiences
Creating a brand from scratch can be an exciting but challenging task. As I began designing a logo, I found myself spending a lot of time sketching different ideas and iterating until I found the right one. Choosing colors and typefaces for the brand was also a meticulous process that required careful consideration. Finally, making a gif was a fun way to bring the brand to life.
Observation
Creating a brand requires a lot of careful thought and consideration. It's not just about designing a logo; it's about creating a unique identity that sets the brand apart from others. I also observed that choosing the right colors and typefaces is also critical as they can significantly impact the brand's overall look and feel.
Findings
One of the most significant findings from this task was the importance of sketching and refining the logo before committing to a final design. This allowed me to experiment with different ideas and see what worked best for the brand.
FURTHER READING
For further reading, I read about the different types of negative space and how it can be applied on a logo. Link to the article can be found here.
Fig 3.0 Negative Space Article
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