Brand Corporate Identity // Project 1: Breaking Brand

 

26/08/21 - 10/09/21 (Week 1 - Week 3 )

Caitlyn Aurelia Tjandra (0339381)/BDCM

Brand Corporate Identity

Project 1 - Breaking Brand

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Lecture Notes

Week 1

Since this is our first week, we had a little of introduction. Ms. Lian started off with classmate introduction and asking what brand do we like and why do we like them?. This helps Ms Lian to get a better understanding of how aware are we regarding a brand. Then, we proceed to MIB and discuss on what our projects would be. Ms. Lian informed us that this module will have 4 projects and we should start project 1 right away as we want to finish it by 1 week.

Week 2

Lecture Notes 1 & 2 ( Intro & Brand )

The meaning of branding: 

 - Was often confused. 

 - Term 'brand' derives from the Old Norse word " to burn". 

- Branding in 21st century talking about ownership = 

 - Owning values and represents

 - Owning shortcomings and earning customer trust and loyalty 

 What is a brand? 

- a person's gut feeling about a product, service or company 

- company could influence it by communicating their qualities product 

 What is a Brand Identity? 

- The image or message that are associated to the brand's product

 - Visual identity: help manage the message or image. 

- collection of all elements that a company creates to portray the right image to its consumer. 

Branding could be achieved through: 

- brand definition 

- Brand positioning 

- brand Identity 

- advertising 

- product design 

- etc 

Designer's role:

 - part of a larger network 

- give voice and form to the brand 

- visual identity designer creates constitutes the brand 

- give form to the content, strategy and messaging 

- research and development of a trademark 

 Virtuous Circle: 

- Differentiation 

- Collaboration 

- Innovation

- Validation 

- cultivation

Week 3

Lecture Notes 2 ( Type of Marks)

Logo: - Often confused between logo, logotype,symbols, signature,monogram etc -Logo → logotype - a symbol made up of text and images - logo type = logo centered around a company name or initials - logo mark= logo centered around symbolic images or icon Signature: - a word and symbol is combined (combination mark) - Logotype → Word mark Monogram: - motif made by overlapping two or more letters to form 1 symbols - Monogram = Single Line (Greek) Heraldry: - encompassing the design, display and study of armorial bearings - concept = royalty, amies or empires - Terms= crest, coat of arms, insignia - crest: distinctive device representing a family or corporate - Coat of arms: distinctive heraldic bearings or shield of a person, country or corporation - insignia: badge or emblem of military rank, office, organisation

Instruction

Project 1 

Choosing a brand (Week 1)

Chosen Brand

This week we are told to get into a group and choose a brand we would like to analyse. My group mates is Cynthia, Della and Tara. We did a brainstorming on our group chat and listing down unique brand that caught our interest. In the end we choose Starbucks as our brand since it's a globally known brand which means it would be easier for us to find a good deal of information we needed.

Research

After informing our Ms.Lian of our brand and received a green light. We divided the task among ourselves. There are a total of 23 segments that we needed to fill in with information, which means each person will be doing 5 to 6 segments. I choose the segment A from number 1 to 2 and we research by ourselves and compiled all the information together in one google docs.

Fig 1.0 Google Docs for all the information (28/08/21)

Individual Presentation (Week 2)

Presentation

After compiling our work, we move on into making individual presentation. Ms. Lilian told us to do a presentation based on the research we did and thus, I transfer the information from google docs and put it into slide form. I did mine in Canva. That way it would be aesthetically pleasing and others could enjoy my presentation. I also use Unsplash for all my pictures in order to have a high-quality image. 

Fig 1.1 Final Powerpoint Draft (02/09/21)

After feedback, I realised what I did wrong. Therefore, it was my bad that I had not summarised my presentation and just used from the docs as I didn’t know I could do that. I changed several things in my new presentation since I'm quite the perfectionist. I couldn't stand a chance of not correcting my mistakes. Here are the new final presentation:

Fig 1.2 Final Powerpoint  (10/09/21)

Feedback

Week 2

Group Project:

- Excellent research, especially for communication part 

Slides:

 - Good application of design

 - Excellent choice in incorporating your design with the brand it selves. 

- You could summarise the slides more 

- Provide more visual of the brand: website, design, etc 

- brand strategy and brand positioning have minor issues such as line length and so on

Week 5

Blog:

- Already Good

- just make sure the instruction are not locked

Reflection

Experience

This was an unfamiliar experience for me. I constantly look at a brand, but we never did a thorough analysis of them. I learnt a lot of new knowledge about how a company may be successful, as well as the essential marketing and branding they performed to delight their customers.

Observations

Consider how a large brand firm might prioritize their customers. They used different methods and techniques to make their customers feel special. In the instance of Starbucks, I see how much they prioritize their services, high-quality image, and even being a sustainability brand at the same time. They also have a distinct brand identity that consumers recognize right away.

Findings

I'm intrigued by the brand and want to learn more about it. I've discovered that there are many various brands out there that I haven't had the opportunity to investigate. This project has been beneficial in providing me with knowledge on what a brand requires in order to be successful in today's competitive industry.

Further Reading

Fig 1.1 99 Designs Website

This website helps me understand further on what is brand identity and what makes them great. I learn how to develop a powerful brand and how design is the foundation of creating a strong brand identity.

I am rereading and analysing this article, which is from my methodology class in sem 2 . This article is about brand identification, image and personalities, which helps me understand the importance of brand identity in building one's brand values.