BRAND CORPORATE IDENTITY - PROJECT 2
03/04/19 - 08/05/19 (Week 1 - Week 6)
Yeap Phay Min (0331073)
Brand Corporate Identity
Project 2 - Developing a Logo
LECTURE NOTES
17/04/19 (Week 3)
The 7 Types of Logos (& How to Use Them)
Through the contents of the website, I got to learn and differentiate the 7 types of logos which is important and interesting to know about.
A logo is said to be an image that symbolises your business.
Types of Logos
1. Abstract Mark
- A specific type of pictorial logo
- An abstract geometric form that represents your business.
- Allow you to create something truly unique to represent your brand.
- A specific type of pictorial logo
- An abstract geometric form that represents your business.
- Allow you to create something truly unique to represent your brand.
2. Mascot Logo
- Colourful, cartoon-ish, fun
- An illustrated character to represent company
- Colourful, cartoon-ish, fun
- An illustrated character to represent company
3. Combination Mark
- A logo comprised of a combined wordmark or lettermark and a pictorial mark, abstract mark, or mascot.
- The picture and text can be laid out side-by-side, stacked on top of each other, or integrated together to create an image.
- A logo comprised of a combined wordmark or lettermark and a pictorial mark, abstract mark, or mascot.
- The picture and text can be laid out side-by-side, stacked on top of each other, or integrated together to create an image.
4. Emblem Logo
- Font inside a symbol or an icon; think badges, seals and crests.
- Tend to have a traditional appearance
- Font inside a symbol or an icon; think badges, seals and crests.
- Tend to have a traditional appearance
5. Lettermark
- Typography-based logo that’s comprised of a few letters, usually a company’s initials.
- It's all about simplicity!
- Typography-based logo that’s comprised of a few letters, usually a company’s initials.
- It's all about simplicity!
6. Pictorial Mark
- Icon: brand mark / logo symbol
- A true brand mark is only an image. Because of this, it can be a tricky logo type for new companies, or those without strong brand recognition, to use.
- Icon: brand mark / logo symbol
- A true brand mark is only an image. Because of this, it can be a tricky logo type for new companies, or those without strong brand recognition, to use.
7. Wordmark
- A font-based logo that focuses on a business’ name alone.
- Name itself is catchy and memorable so, when combined with strong typography, the logo helps create strong brand recognition.
- A font-based logo that focuses on a business’ name alone.
- Name itself is catchy and memorable so, when combined with strong typography, the logo helps create strong brand recognition.
INSTRUCTIONS
PROGRESS
03/04/19 (Week 1)
In the first week, we were introduced to second project as well, in which we needed to come up with our own brand and have a name for it. Based on the brand name, sketch 20 logos ideas and variation.
To start, I brainstormed on what I want my brand to be about. Knowing myself being super indecisive, this will be a long process of deciding what brand I want to create.
After much thinking, I finally came up with a brand name! I decided to create a brand that sells French macarons, and name it Sucré, which is sweet in French.
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| French Macarons |
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| Translation of "sweet" from English to French |
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| Brief notes |
SKETCHES: WEEK ONE
10/04/19 (Week 2)
SKETCHES: WEEK TWO
17/04/19 (Week 3)
SKETCHES: WEEK THREE
24/04/19 (Week 4)
SKETCHES: WEEK FOUR
EXPERIMENTING WITH TYPEFACES:
DIGITISED LOGOS:
02/05/19 (Week 5)
SKETCHES: WEEK 5
EXPERIMENTING WITH TYPEFACES:
DIGITISED LOGOS:
POSSIBLE LOGO:
SUBMISSION
10 Best Logos Sketches
FEEDBACK
10/04/19 (Week 2)
Specific feedback on week 1's sketches: Overall, my sketches are good and she likes it. I was asked if the illustration of the macaron is necessary and I answered yes, because if it were to be the brand name itself, people can’t tell what it is about. So, my next sketches should include the macaron, on its own as whole and not layered with the name as it’ll just end up looking a little like a burger. I could also explore and combine some sketches together.
17/04/19 (Week 3)
Specific feedback on week 2's sketches: My sketches are tidy, and they have a flowy and lettering style to it. I have different variations and directions with them now. In order to come up with a style that I'd like to go for, I could start thinking of my brand's story, mission and all that to help me decide which style of logo would suit it. I should also search up brands with similar aesthetic, and maybe try thinking of visual representations of sweet.
24/04/19 (Week 4)
Specific feedback on week 3's sketches: After this week's logo sketches, I have a clearer direction of what I want to design, with the help of searching up brands with similar aesthetics. The word "macaron" is necessary to include, since the name "sucre" is really general and what I want to focus on is the macaron. I can also start to digitise my logos, and explore with the typeface. I could try to use existing typefaces or design my own, whichever suits best.
02/05/19 (Week 5)
Specific feedback on week 4's sketches: Ms Lilian mentioned that the logos were good overall and it turned out better than she expected. There's some things I need to keep in mind while doing my logo. When I use a serif font, I need to be aware of the contrast of the thin and thick strokes to make sure that it is readable. Speaking of readability, I also need to determine the minimum size of my logo so that it doesn't exceed the minimum size and becomes too small to read. She said that to determine the design of my logo, referring back at my positioning slides will help. The values listed should reflect in the logo too. For example, the value of fun can be shown through the graphical elements of the lines along with the brand name in lowercase instead of uppercase. I should also consider about the French representations since my brand is about French Macarons. For the next logos, I can continue to explore with different typefaces and also the way I illustrate the macarons.
08/05/19 (Week 6)
Specific feedback on week 5's sketches: I could try and make the brand name “sucré” curvier to makes the curves of the circle. The thickness of all the lines should be the same to be consistent. The graphical elements could also be arranged in a way that would make it look more balanced. It was good that I tried applying colours to it. She mentioned that she liked the third option for the colours, with the circle in a light pink and the words in a darker pink. The previous two colours were quite common.
REFLECTION
EXPERIENCE
During the course of this project, I got to have the experience of coming up with a brand name of my choice and develop sketches for it. In the beginning stages of sketching, my logo ideas were all over the place as I didn't have a clear direction of what I wanted the logo to look like and I just wanted to experiment with different styles to see what I liked best. Sometimes, a lot of ideas will come into my mind, while sometimes I was stuck and couldn't decide on what I should do.
OBSERVATION
Throughout all the weeks of sketching and developing our logos, I noticed how all the sketches slowly pulled together to a clearer direction. Once I had a better picture of how I wanted my logo looked like, I observed that the sketching process was easier, and my sketches were now consistent and not all over the place.
FINDINGS
From this project, I found that it is important to make sure the design of the logo matches what the brand is representing. Because if you have a nice logo design but it does not reflect what your brand is about, then it isn't necessarily a good logo. I learned to be more critical about the details of the logo, keeping in mind that every element works together to reflect the brand and its values.
FURTHER READINGS
Basic Identity by Page One
In this book I picked up, I got to look at a diverse range of styles of corporate identities which is a good source of inspiration. The contents are split up into five sections, which are arts & culture, business services, shops, lifestyle and manufacturing.
Here are snapshots of some of my favourites:
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