BRAND CORPORATE IDENTITY - PROJECT 3
24/04/19 - 08/05/19 (Week 4 - Week 6)
Yeap Phay Min (0331073)
Brand Corporate Identity
Project 3 - Positioning
LECTURE NOTES
24/04/19 (Week 4)
Brand Ideals
1. Vision
- Who you want to be
- Future and dreams
- Aspirations
- The big idea
2. Meaning
- Values
- What your brand stands for
- Through visuals such as logos
- Tangible
3. Authenticity
- Genuine
- Sincere
- Being Real
4. Differentiation
- What makes you stand out from others
- What makes you stand out from others
- Unique selling point
5. Durability
- Commitment & consistency
- Value & mission
6. Coherence
- Consistency, but not to rigid
- Familiarity
- Trust & loyalty
7. Flexibility
- Ability to change and adapt
8. Commitment
- Discipline
- Relevance
- Integrity
9. Value
- What brand stands for
- Eg. Being socially responsible
- Intangible
INSTRUCTIONS
Presentation Slides - Version 1:
Presentation Slides - Version 2:
FEEDBACK
24/04/19 (Week 4)
Specific feedback: I only focused on the moodboard for now and Ms Lilian said that it was okay. For the menu design, the style of illustration for the macaron could be the same as my logo's to make it match. This is one of the application in which we a minimum of a physical application is necessary. As for me, I currently have 3 in my slides, which are the menu, packaging and stickers. I could also have a short description to the images I've added.
02/05/19 (Week 5)
Specific feedback: The contents written in the creative brief section is okay. I need to make the contents in my slides more concrete and focused towards a clear direction. For now, it still seems kind of loose. The visuals and the contents should all point towards the same concept to maintain consistency. As for the colour palette, it should also reflect the values. For example, the pink should be light and a little brighter, instead of a dusty pink. I also need to keep the "French-ness" of my brand in mind to reflect back on the value of authenticity. I also put up some visual styles in the form of photography, which I could actually do as part of my brand book later on.
08/05/19 (Week 6)
General feedback: While coming up with the content for this positioning presentation, we should do our research, define and specify what it is we want to deliver. The visuals should have a consistency between them to maintain the core identity and core aspects of our own brand.
Specific feedback: The creative brief is good and well thought of. It was good that I included the structure of my logo even though it is just a possible logo. For the moodpboard, I missed out the letterhead and envelope designs. I should also rethink about my interior’s visuals because my target audience is anyone of all ages regardless of their gender, and the current visuals I have are mostly pink and more to the feminine side.
REFLECTION
EXPERIENCE
This entire project was quite interesting to me as I got to come up with my own brand, develop sketches for it in project 2, come up with a creative brief as well as the mood board. Initially, I has some struggles figuring out what it is exactly that I want my brand to be like. Throughout the weeks, through more research and also consultations, I had a much clearer idea of what I wanted my brand to be like. It was fun searching up visuals that would match my brand, yet it was also frustrating at times when I can't find a specific style of visual that I wanted. Overall, this project was a great experience for me as I got to learn the processes of creating a brand.
OBSERVATION
In the beginning, after I received feedback from Ms Lilian, I did observe how my visuals weren't as concrete and there isn't a consistency between them. After making changes to my visuals, I observed how they pulled together in the same direction, and the visuals kinda matched with one another which builds the coherence of the brand.
FINDINGS
Throughout the weeks, I found myself to be more understanding about the importance of knowing what your brand is about exactly, to have a clearer direction of what to include in the creative brief and the style of visuals we would want to include. Without knowing what your brand is trying to deliver, the design aspects would not have a core identity to them. Hence why the positioning of a brand is really important.
FURTHER READINGS
Basic Stationery by Index Book
This book showcases typography, illustration, shapes and photography of brands, exploring the various projects of stationery design. Each spread of this book displays the brand and client, along with photographs of the projects. I found this book to be interesting to look at as it gives me some inspiration when I come up with ideas and design for my brand's stationery design later on.
Here are some of my favourites.
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