BRAND CORPORATE IDENTITY - PROJECT 4A
08/05/19 - 26/06/19 (Week 6 - Week 13)
Yeap Phay Min (0331073)
Brand Corporate Identity
Project 4A
INSTRUCTIONS
DESIGN PROCESS
08/05/19 (Week 6)
This week, we were briefed on our final project, in which we will create a brand book along with applications and stationeries, and also a gif for our brand story.
15/05/19 (Week 7)
Process: https://drive.google.com/open?id=1LXouj_KVNY9ZRN4cJLGM7ijbOsxMoFO1
22/05/19 (Week 8)
Process: https://drive.google.com/open?id=1hhsLu4TfN3pgGvskgoMCmOS1nW8-kgw5
29/05/19 (Week 9)
Process: https://drive.google.com/open?id=17zPwcgFLmzeVkzRMXmO5w4cQBFE_GRQt
05/06/19 - 12/05/19 (Week 10 - Week 11)
Process: https://drive.google.com/open?id=1A0xPIPtYpLNMTHwTFWDuYrE-lFm0H9GV
19/05/19 (Week 12)
Process: https://drive.google.com/open?id=13HFknZeW0E9XdznJi2sISFweVjH8XWdx
SUBMISSION
26/06/19 (Week 13)
Submission day.
Link to submission file on google drive:
https://drive.google.com/open?id=1szlAOXtyliN6Fe5J2PbJVnF4kbQ34wSs
Brand Book
Application & Stationery
Name Cards
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| Fig 2.1: Founder's Name Card - Front |
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| Fig 2.2: Founder's Name Card - Back |
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| Fig 2.4: Brand's Name Card - Back |
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| Fig 2.5: Digital Mock-up |
Letterhead
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| Fig 3.1: Letterhead |
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| Fig 3.2: Letterhead w/ dummy text |
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| Fig 3.3: Letterhead - Back Design |
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| Fig 3.4: Digital Mock-up |
Envelope
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| Fig 4.1: Envelope - Outside |
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| Fig 4.2: Envelope - Inside |
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| Fig 4.3: Digital Mock-up |
Stationery Compilation
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| Fig 5.1: Stationery Compilation |
Packaging
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| Fig 6.1: Box |
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| Fig 6.2: Box Sleeve |
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| Fig 6.3: Digital Mock-up |
Menu
Stickers
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| Fig: 8.1: Sticker Design |
Introduction to Brand Story - Video
FEEDBACK
15/05/19 (Week 7)
General feedback: The envelope design should be done in illustrator, while the name card and letterhead should be done in InDesign.
Specific feedback:
Logo
For the logo, instead of typing on path I should type out each letters individually and arrange it in a way that it has the same distance with the curve of the circle. My logo could also have variations to it, such as the coloured version, the b&w outline and the coloured outline. For the clear space of the logo, it should be a circle and not a square since my logo is a circle. Also, an element of the logo should be used for the clear space instead of a measurement such as 2cm. In my case, the element of the macaron seemed a little big so instead I could use the letter in my logo and double it up if I want to.
Name card
For the name card, I could have different variations of it while still maintaining consistency. I could create two kinds, one for the shop itself with social media details and all, while the other could be for the founder with more of the personal details.
Brand book
In the brand guideline, the name of the sections could reflect my brand such as "sweet and nice" & "be nice or not".
Patterns
For the patterns I was planning to create with the graphical elements, it could be applied on several applications.
Menu
The macarons in my menu design should be the outlined one and not the filled one so it would match my logo.
22/05/19 (Week 8)
Specific feedback [online]:
Envelope
Envelope
Envelope 6 colours are well thought of. Match this to Envelop 7 pattern colour? Do mock it up for next review in black and white.
Letterhead
Letterhead
Idea 1 & 2 introduces a line which is not suited to your brand. Idea 5 & 6 is better but the colours used could be inspired more from your envelope design. Next step, try mocking up a letter unto these two ideas after refining the colours.
Menu
Try out your ‘coloured’ macarons on a menu layout.
Name card
Name card
Idea 3 looks good. However, does it fit well with envelope and letterhead ideas? Work on adapting the colours used on envelope and try out a few other variation with this idea. In addition, re look at your type setting for the information on back of card. Consider the hierarchy of information (which you somewhat have but not enough). The variation in size and hierarchy needs to be explored further.
Packaging
Good look at flat plan. Hope you tried mocking this up to check on size and workability of idea.
Sticker
Sticker
Do explore the other brand colour too of teal.
Brand book
Brand book
Contents looks good and ready to go. Start sketching your ideas for the brand book layout. Mock up the brand book in the size suggested. Consider your binding as this helps in the approximation of your brand identity as well. To proceed to laying out your content digitally. Print out thumbnails in black and white for next review if possible.
Logo
Logo
Refinement and colour used is good to go.
29/05/19 (Week 9)
29/05/19 (Week 9)
Specific feedback:
Envelope
Overall, the mock-up looks okay but I could make it slightly wider like how I did for the height. For the pattern used, it can be smaller. The size of the logo and the contact details can be smaller as well.
Letterhead
I can print black and white mockups of the letter to see how it looks like in actual size. I could also design it to be double-sided. Some layouts are acceptable with some interesting placement of the letter's content. As for the logo and contact details I should avoid the centre alignment as it doesn't fit with the content
Name card
The designs I've done are nice, especially the one that makes use of both pink and teal colours. For hierarchy of the contact details, usually the phone number is more important. I just need to keep in mind that the designs for all stationeries need to have consistent quality with matching colours.
Patterns
Patterns
In my brand book, I could mention the two different style of patterns which are the big and small sized ones. I can also mention the application of the big and small patterns such as how the bigger patterns are used for the name cards and stickers, and the smaller ones are for applications such as the envelope and letterhead.
Packaging
For the packaging, I could make the overall width smaller as macarons are not that wide and big in size. The inside of the box should also have "dividers" to place the macarons nicely. The small cutout should also be present so it is easier for people to open it. I need to keep in mind how people are going to interact with the packaging, and also make sure it matches my brand's values. I should also buy some macarons to have a better idea of the size and look of it.
Stickers
With the designs I've done, I can narrow down the designs to three or four. I also need to keep in mind the application of these stickers, whether the sticker design with the logo needs to be present or not. Instead of the wax seal stamp idea, the stickers would be better suited as it can reflect the value of fun.
Brand book
The new selected size of 16x16cm is much better compared to 21x21cm. In terms of the layout, the second attempt is better with a more balanced and clear use of space. I should maintain a consistent layout, but also including more illustrations here and there for it to be more interesting because if its the same throughout the entire book it might be boring as it goes. Single column seems much better that the two columns ones so I have to proceed with that. I need to start considering about my book binding as well. Besides the use of light pink and light teal, I should explore the darker pink and teal as well.
Menu
I need to consider about the size of the menu, and also the customer's experience. The design and layout needs more exploring. Instead of just a single sheet of paper, the menu could be a spread with the logo in the front cover, the flavours inside the spread, and the contact details as the back cover. Besides the price of just a single macaron, I can also include the price for half a dozen and a dozen. Essentially, I need to be considerate about how I want people to view the menu.
01/06/19 (Week 10)
15/05/19 (Week 11)
General feedback: For print, the visuals should be exported as either TIF or EPS format, cymk colour mode and 300dpi. PNG and JPEG format are only meant for screen.
Specific feedback:
Brand book
It is acceptable for me to print and cut the b&w mock-up of the brand book myself even though the outcome isn't as precise and neat. For the mock-up, staple binding was done. However perfect binding would suit my brand and if I do use perfect binding I need to be aware of the margins. As for the contents, I could remove the words "values" and such, and just include the other name I've given, for example "seriously sweet". Then, just introduce about it in the text. The point size for the colour codes can be smaller. Some gaps were also found between the test which should be fixed. There should be no hyphenation in my body text too. As for the stationeries such as the name card, it can be separated into two pages since I have two variations of it. I could also photoshop my applications and stationery as a digital mockup and include it in the cut. Widows and orphans should be avoided as well. When showed on screen with colour, Ms Lilian liked how it looked. Overall, the brand book is okay with adjustments that are needed to be made.
Letterhead, Envelope and Name Card
These three items were shown in two sets in colour, and the set without the border seems to be a stronger approach.
Letterhead: The back design of the pattern is better than the logo as it is "upside down" when it is unfolded. No justification, most importantly.
Envelope: Good to go, use the sticker size of 3.5 as the seal. Edges can be rounded to make it the as the name card.
Name Card: Good to go and acceptable rounded edges.
Stickers
Mock-ups of different size stickers were done. The size of the sticker should be 3.5cm.
Menu
Layout still needs some fixing. All the macarons could be in one page, and the information can be in one page. This will look better than having the macarons be across the spread of the menu. As for the front colour, the colour of blue and filled pink logo is nice but she also agreed with me that it is basically the same as my brand book and I may not want to make it the exact same.. The colour of the darker pink didn't seem like the best option. Instead, I could try a light pink background along with the darker pink outline logo.
Packaging
Mock-ups seem to be okay, however I do need to make sure the measurements are more accurate. The divider to place the macarons were good. As for the sticker on it, it should be placed at the top instead of the bottom. The finger cut-out for the packaging should also be curved instead of rectangular to maintain the consistency of curves and roundness, and also smaller than the sticker size of 3.5cm. As for the design, the one with the darker pink and bigger macaron patterns seems to be the strongest among the others which were light in colours.
Storyboard
Out of all four, idea #2 seems to be better and I can use it as my base. From there I could explore with the other ideas since they were all pretty similar and I can try out which one I think best suits the brand. My animation will be to showcase the tagline, macarons and its different flavours and most importantly the brand's logo.
19/05/19 (Week 12)
Specific feedback:
Brand book
The brand book is almost complete at this stage. Only minor adjustments are needed. For the name cards, I should have a gap between the back and front of the name card, instead of a spread. For the compilation, I can also include more things such as the back of the letterhead, name card and envelope. Page numbers are not a must but I could add it if I think it is necessary in my book.
Letterhead
The back design of the bigger macaron works. I should have have two hardcopies, one with the dummy text and one without. I could also add a signature above my name to make it look more real.
Envelope
Curved edges does look better than the sharp edged ones.
Name Card
Good to go
Stickers
Proceed with the 3.5cm sized ones. I can also think about how I am presenting the stickers, and I was also suggested that I could include some design to the sticker pack.
Menu
Good improvements made to the menu, including the usage of the outlined circle that matches with my logo.
Packaging
Structure is good. For now, I need to focus on the design of the box. I could print it out in black and white as a mock-up. That way I can have a better idea of my design and not just look at it from screen. The colours used are okay.
Brand Story Video
The two videos I've done for now are lacking in interest and excitement. Ms Lilian suggested that for the second part of the video where I am showing the different flavours of macarons, I could fill up the entire page with the different coloured macarons (in a way it can also match my menu design), and then only one macaron is left. Then proceed with the graphical elements and logo at the end.
I need to consider about the size of the menu, and also the customer's experience. The design and layout needs more exploring. Instead of just a single sheet of paper, the menu could be a spread with the logo in the front cover, the flavours inside the spread, and the contact details as the back cover. Besides the price of just a single macaron, I can also include the price for half a dozen and a dozen. Essentially, I need to be considerate about how I want people to view the menu.
01/06/19 (Week 10)
Specific feedback received based on the past 3 assignments done: [online]
Consistently clear and cohesive in the understanding and execution of module projects. Methodical and organized coupled with effort and the willingness to reflect upon feedback. However, tends to stay safe on ideas even if execution reflects the willingness to explore and experiment, suggesting room for improvement in creativity. Demonstrates critical thinking ability but unwilling to step out of comfort zone and as a result misses out on critical components that perhaps would help inform the understanding of module better. Overall, diligence and intelligence must be tinted with the willingness to explore more freely to allow limits of grasp to be fully experienced.
15/05/19 (Week 11)
General feedback: For print, the visuals should be exported as either TIF or EPS format, cymk colour mode and 300dpi. PNG and JPEG format are only meant for screen.
Specific feedback:
Brand book
It is acceptable for me to print and cut the b&w mock-up of the brand book myself even though the outcome isn't as precise and neat. For the mock-up, staple binding was done. However perfect binding would suit my brand and if I do use perfect binding I need to be aware of the margins. As for the contents, I could remove the words "values" and such, and just include the other name I've given, for example "seriously sweet". Then, just introduce about it in the text. The point size for the colour codes can be smaller. Some gaps were also found between the test which should be fixed. There should be no hyphenation in my body text too. As for the stationeries such as the name card, it can be separated into two pages since I have two variations of it. I could also photoshop my applications and stationery as a digital mockup and include it in the cut. Widows and orphans should be avoided as well. When showed on screen with colour, Ms Lilian liked how it looked. Overall, the brand book is okay with adjustments that are needed to be made.
Letterhead, Envelope and Name Card
These three items were shown in two sets in colour, and the set without the border seems to be a stronger approach.
Letterhead: The back design of the pattern is better than the logo as it is "upside down" when it is unfolded. No justification, most importantly.
Envelope: Good to go, use the sticker size of 3.5 as the seal. Edges can be rounded to make it the as the name card.
Name Card: Good to go and acceptable rounded edges.
Stickers
Mock-ups of different size stickers were done. The size of the sticker should be 3.5cm.
Menu
Layout still needs some fixing. All the macarons could be in one page, and the information can be in one page. This will look better than having the macarons be across the spread of the menu. As for the front colour, the colour of blue and filled pink logo is nice but she also agreed with me that it is basically the same as my brand book and I may not want to make it the exact same.. The colour of the darker pink didn't seem like the best option. Instead, I could try a light pink background along with the darker pink outline logo.
Packaging
Mock-ups seem to be okay, however I do need to make sure the measurements are more accurate. The divider to place the macarons were good. As for the sticker on it, it should be placed at the top instead of the bottom. The finger cut-out for the packaging should also be curved instead of rectangular to maintain the consistency of curves and roundness, and also smaller than the sticker size of 3.5cm. As for the design, the one with the darker pink and bigger macaron patterns seems to be the strongest among the others which were light in colours.
Storyboard
Out of all four, idea #2 seems to be better and I can use it as my base. From there I could explore with the other ideas since they were all pretty similar and I can try out which one I think best suits the brand. My animation will be to showcase the tagline, macarons and its different flavours and most importantly the brand's logo.
19/05/19 (Week 12)
Specific feedback:
Brand book
The brand book is almost complete at this stage. Only minor adjustments are needed. For the name cards, I should have a gap between the back and front of the name card, instead of a spread. For the compilation, I can also include more things such as the back of the letterhead, name card and envelope. Page numbers are not a must but I could add it if I think it is necessary in my book.
Letterhead
The back design of the bigger macaron works. I should have have two hardcopies, one with the dummy text and one without. I could also add a signature above my name to make it look more real.
Envelope
Curved edges does look better than the sharp edged ones.
Name Card
Good to go
Stickers
Proceed with the 3.5cm sized ones. I can also think about how I am presenting the stickers, and I was also suggested that I could include some design to the sticker pack.
Menu
Good improvements made to the menu, including the usage of the outlined circle that matches with my logo.
Packaging
Structure is good. For now, I need to focus on the design of the box. I could print it out in black and white as a mock-up. That way I can have a better idea of my design and not just look at it from screen. The colours used are okay.
Brand Story Video
The two videos I've done for now are lacking in interest and excitement. Ms Lilian suggested that for the second part of the video where I am showing the different flavours of macarons, I could fill up the entire page with the different coloured macarons (in a way it can also match my menu design), and then only one macaron is left. Then proceed with the graphical elements and logo at the end.
REFLECTION
EXPERIENCE
In this module, I got to have the experience of creating a brand from scratch, starting with the logo sketches in project 2. It was definitely something new to me and I'm glad I got to learn about it throughout the weeks. There were times where I felt stuck and unsure of what to do next to develop my designs and I guess it could also be because I'm not used to working on a project for so long. However, lots of feedback from our lecturer and also opinions from friends did help a lot. Overall, I found this module to be a good learning experience as through it all, ups and downs, I now have a better idea of what it's like to create a brand. I always had the thought of what it would be like to create a brand, but I never knew the entire design process and brand positioning of it and this module did provide us that experience.
OBSERVATION
With this module, I observed that I really had to manage my time well, making sure I got things done before the deadline and not fall behind. It was tough at times when I felt really stressed and I'm still learning to not be so overwhelmed all the time, especially when there's just a lot of workload from all the modules combined. Nonetheless, I still pushed myself to try and do better. I also observed that this module did teach me a lot of new things, especially about creating and designing brands. It did make me realise that it is not easy to create a brand. It really does require a lot of time and effort to perfect every little detail. I also observed that it is important to document the feedback received as I get to read back on it and make sure I'm moving forward on the right track.
FINDINGS
In the end of it all, I found it really satisfying to see everything come together, especially the printed artworks. We've been working on this final project for about half of the semester and to have it all completed was a "yay I did it!" moment. In addition to that, the main thing I learned about creating a brand is of course, consistency in design and making sure it reflects our brand values. I also found that all the b&w mockups, failed or success, was really helpful when trying to decide if a certain design and size works for my brand or not. I also appreciate how we were given a lot of feedback that pushes us to do better as it really did help my designs become better and more consistent. Overall, looking back at what I've done, I'm proud that I managed to produce all the works but I still do think there is room for improvement for my designs.
FURTHER READINGS
Why Branding Is Important in Marketing
By: Laura Lake
https://www.thebalancesmb.com/why-is-branding-important-when-it-comes-to-your-marketing-2294845
In this article, the contents include what a brand should do, branding and understand your customer, the importance of branding and the 3 key questions, beyond loyal customers and also a basic checklist to evaluate your brand.
What Should a Brand Do?
Branding is about getting your prospects to see you as the sole provider of a solution to their problem or need. It is not just about getting your target market to pick you over your competition. A good brand will be able to deliver a message clearly, confirm the brand's credibility, emotionally connect target prospects with product/service, motivate buyer to purchase and create user loyalty.
Branding and Understanding Your Customer
It is important to understand your consumer's needs and wants in order to succeed in branding. This can be achieved by integrating brand strategies throughout the brand at each point of public contact. When consumers start to identify with you and your brand, it will live in the hearts and minds of consumers and will connect on an emotional level.
The Importance of Branding and the 3 Key Questions
Your brand is a promise to your consumer. Is is important to spend time doing research, defining and building up the brand.
1. Did the product/service perform as expected?
2. Was the quality as good as promised? or better?
3. Was the entire customer experience positive?
Beyond Loyal Customers
Branding creates loyal employees and not just loyal customers. A quality brand gives people something to believe in and stand behind.
Basic Checklist to Evaluate Your Brand
1. Does the brand relate to the target audience?
2. Doe the brand share the uniqueness of what I am offering?
3. Does the brand reflect the promise made?
4. Does the brand reflect values to be represented to customers?
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