Brand Corporate Identity // Project 2

October 13, 2021

Brand Corporate Identity // Project 2

26/08/21 - 10/09/21 (Week 2 - Week 9)

Caitlyn Aurelia Tjandra (0339381)/BDCM

Brand Corporate Identity

Project 2 - Logo

Lecture Notes

Week 4

Lecture Notes 4 (Brand Ideals)

Brand:

a person’s gut feeling about a product, service, or company.

Ideal:

One’s perception of what is perfect/ most suitable.

Brand Ideal:

Higher purpose of a brand or organisation that goes beyond product or service they sell

Brand Values:

Deliver real engagement and direct you towards powerful bond with the target audience

- Nike : encouraging success, motivating athletes and reminding everyone they can achieve goals

Vision:

An effective, articulate, and passionate leader is the foundation

- Requires: courage, big ideas, enterprises, products and services

Authenticity:

Requires organisation having clear market, positioning, value propositioning and competitive differences

Sustainability:

The ability to have longevity in an environment in constant fix and characterise by future permutation that no one can predict

Coherence:

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

Flexibility:

An effective brand identity position a company for change and growth in the future

Commitment:

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

Week 5

Lecture Notes 5 (Brand Positioning)

Brand positioning:

Positioning your brand in the mind of your customer
Positioning strategy
Brand strategy
Brand positioning statement
Once a brand has been successfully positioned, it is difficult to reposition)
4 different positioning:

Arm wrestling

Take on market leader
Takes lot of money and time
Coke & Pepsi

Big fish , smaller pond:

Niche market
Larger player who dents meet specific need
Audience has a frame of reference
Market leader could math you offer

Reframe the market:

Reframes existing market in new terms
Benefits highlighted by previous market leader irrelevant
Works of innovative product and change in market expectations

Change the game

No market category
First of your kind and self invent market
Market leader by default
Possibility of copycat to take over
Grab & Uber

Determine positioning

Identify brand’s uniqueness
What differentiates you from competitors?

Positioning vs differentiate:

Positioning:

Strategic process marketers used to determine the place or niche
Identify the distinctive place they want a product or service to hold in target market segments

Differentiations:

Process companies use to make a product or service stand out from its competitor
Workable anytime two products are competing in the same category

Brand positioning Statement:

4 essential elements:

Target customer
Market definition
Brand promise
Reason to believe

Slogan / Tagline

Help establish position you’re looking to own
External statement used in marketing efforts

Instruction

Project 2A

Analysing Logo (Week 2 - 5)

For this project 2, are divided into two parts. In this first part, we need to collect 28 logos and analyze each of them. We were told to determine if the logo was a good or bad logo by analysing the origin, color, typefaces and description.

Fig 1.0 Logo Analysis

Project 2B

Choosing brand (Week 2 - 3)

The Three Jobs

Ms Lilian provided us a list of questions to complete in order for us to choose our brand in the second part of the project. Ms Lilian poses an essential question to us: "If we weren't doing design as a major, what would we be?" We were told to have at least three occupation ideas to demonstrate, and they could be as wild as we wanted. My first thought was of three jobs: novelist, fashion designer, and anything about tea.

The reason behind this is that I was fascinated with writings while I was in high school. Except for English as a high school subject, I have always attempted to create stories and poetry in my spare time. Because being an author is a risky business, I pursued a career in design.

My grandmother and mother are both in the fashion industry, and I grew up seeing them sew garments, which inspired me to do the same. I also enjoy dressing up, especially with earrings. I want to created a jewellery business that sells only 925 silver earrings since I couldn't wear anything non-metal, which was difficult to get, and I wanted to establish a platform where individuals like me could have convenient access to these products and be able to express themselves. Tea is something I've always enjoyed since I was a child. Tea is my go-to comfort drink, especially when it's raining.

Fig 1.1 Brand Ideas

Chosen Brand

After consulting with Ms. Lilian, we determined that the jewellery brand is the most powerful of all. This brand is especially personal to me because I have an allergic response to non-metal earrings. I also changed the brand name from Sunflower to Myra since I prefer the connotation of Myra, which appears quite intriguing.

Fig 1.2 Chosen Brand

Logo Development (Week 3 - 5)

Weekly Progress

Fig 1.3 MYRA Weekly Progress Presentation

Logo Mindmap ( Week 3)

Ms Lilian assigned us this week to create a mind map of our logo based on our selected brand. We were instructed to consider our brand's meanings and colors, then link them with one another. I was thinking about integrating material connected to gems because my business is a jewellery brand. I actually like the idea of adding sparkles into the logo. Myra, the brand name, means admirable and aristocratic, and I was considering making a crown to represent monarchy, strength, and elegance. From there on , I selected two color palettes that may be related to the brand. The whole brand focuses around this gold to ocher yellow color, which exudes sophistication and royalty.

Fig 1.4 Logo Mindmap

Logo Sketches

This week, I began my sketches after completing my mind map. I attempted to include a diamond sparkle form into my logo and was leaning more toward a monogram in which the m and a were highlighted because my brand name is Myra. I also attempted to make a geometric crown or necklace out of M and A, which I felt would be elegant and appropriate for the present Korean market, where geometric forms are popular.

Fig 1.5 Sketch 1

Fig 1.6 Sketch 2

After presenting Ms Lilian my initial trial sketch, we chose various logos for me to work on further. Ms Lilian and I both loved the monogram concept. From there, I worked on the chosen logo, experimenting with thick and thin portions and adjusting certain small jewels.

Fig 1.7 Sketch 3

Fig 1.8 Sketch 4

Logo Drafts

We selected several logos for me to digitalize when I presented Ms Lilian with my second trial sketch. I then worked on the selected logo, experimenting with the layout by utilizing several typefaces.

Fig 1.9 draft 1

Fig 2.0 draft 2

Ms Lilian reviewed my drafts and chose three logos for me to test. I explored with several layouts and typefaces with the chosen logos. I also experimented with the logo again, deleting and adding components of that as well.

Fig 2.1 draft 3

Fig 2.2 draft 4

Final Outcome & GIFS (Week 7)

Draft Final Outcome

This was the draft of my final submission, and Ms. Lilian pointed out some changes I needed to make. I also asked her what I should do with the logo space, and Ms Lilian explained it to me.

Fig 2.3 Pdf draft 1

Draft Gifs

Fig 2.4 Gif Black and White

Fig 2.5 Gif color 1

Fig 2.6 Gif color 2

Fig 2.7 PDF Draft 2

Final Outcome Draft

Fig 2.8 Draft 2

Final Outcome

After Ms Lilian's feedback on my final outcome I fixed several things of the logo to make it more consistent and this time I was more sensitie towards the usage of the logo and spaces between them. Here's the final result:

Fig 2.9 Final Gif Black and White

Fig 3.0 Final Gif color

Feedback

Week 2

Specific Feedback:

All my three works are strong and well thoughts. All three of them are interesting and I should choose which I wanted. However, the second idea (jewelry shop) is fantastic. I have thoughtfully curated all the details and even the name and concept of the brand is well thought.

Week 3

Specific Feedback:

I need to make a mind map based on the name of the brand, not the overall brand. It was good for me that I did 2 pages of logo. There are some unique logos that catch Ms Lilians attention and I need to develop chosen logo.

Week 4

Specific Feedback:

This week was a holiday, therefore there's no class.

Week 5

General Feedback:

Ms Lilian remind us when sketching or exploring it was important to not delete the process and instead duplicate your artwork instead.

Specific Feedback:

Sketch

Ms. Lilian said number 4 and 12 are the strongest logo as it consist clearly the monogram and it also has the simplicity to fits the brand, It was fantastic of me to have a neat sketch as Ms Lilian could see clear of my idea . Number 8 is the weakest. Perhaps it was minimalist, however, it doesn't reflect further.

Digital

Logo 1 is great on its own. However, when introduced typeface and other elements, it becomes complicated. Perhaps I could experiment with the jewels or placement. Meanwhile, Logo 2 is more simplistic and Ms Lilian suggest bringing forward this because it was simple and it also looked like a necklace. Last, Logo 4 now has more potential while being combined with typeface. However, on its own,own, it is weak. I could bring this forward and tweaked some things together.

Week 6

Specific Feedback:

Ms Lilian told me number 2 and 1 is the strongest. Although, Ms Lilian liked number 2 more. As for the typeface, it was great I did one page of trial on different fonts. However, my initial typeface was the best, and it was already good.

Week 7

Specific Feedback:

PDF Draft 1

Ms Lilian said I need to make logo black and white and color for (icon, icon and type, icon with type and strapline), Logo rationalisation needs to have icon and typeface and make the logo x from star. Logo spacing needed for both icon and icon, typography and icon, typography and strap line. Minimal size needs to be bigger and create more interesting patterns.

PDF Draft 2

Ms Lilian said to think about placement of the logo as it doesn't need to be large. I also need to state the logo space more clearly as to which is x and which is half x. Then, I need to fix the strokes on minimal size to accurately placed in the logo. As for my GIF Ms Lilian said it was already good.

Week 8

No feedback (Independent Learning)

Week 9

Specific Feedback:

Project 2A

Ms. Lilian told me some analysis for typefaces are not accurate. However, reference is presented and thus helped backup the research and there are clear of critical thinking and self analysis. There are some minor mistakes, however overall it was good.

Project 2B

Ms. Lilian told me to do document more of my tryouts ( This was my bad I didn't realise I need to insert my progress presentation into the final presentation as usually this will be presented in the blog. However, I will be more careful). I also need to be more careful of typesetting spacing each letter. Meanwhile, thick and thinness in reverse of logo are too thin and space rationalised needs to be more accurate. Therefore, more sensitivity are needed. However, my rationalisation of logo in my gif and the animation itself was excellent

Reflection

Experience

This was a thrilling experience for me. I'd never properly developed a logo from scratch before, and I wasn't aware of the essential phases we needed to go through to obtain the final design. This project was a lot of fun, and it challenged my creativity by requiring me to develop several distinct logos.

Observation

There are many various types of logos, and I was able to witness different approaches taken by other students in my class. We could also deduce a person's design style from their logo, which was fascinating. I additionally see that a lot of thought must go into developing a logo. From the individual components to the typography, sizes, and application of the brand itself.

Findings

I find that this course would be extremely beneficial to me in the future, and because to Ms. Lillian's assistance, I was able to develop and finalize my logo. I likewise consider that small logo components, even if changed little, have an impact on the entire design. It was also fascinating to see how my final logo turned out after numerous iterations.

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Caitlyn Aurelia Tjandra (0339381)