Brand Corporate Identity | Task 1
23/9/2024- 7/10/2024 / Week 1 - Week 3
Kerly Ooi / 0358726
Brand Corporate Identity / Bachelor of Design (Honours) in Creative Media / Taylor's University
Task 01 | Breaking Brand
LECTURES
Lecture 01 : BCI_1_Introduction
Brand Corporate Identity is an integral part of graphic design discipline as it focuses on the visual integrity of a brand.
“A symbol is a mark, sign, or word that indicates, signifies or is understood as representing an idea, object, or relationship.”
Below is an identity developed by the company called Pentagram. This company design identities for a whole range of different companies across the world.
Fig 1.1 Pentagram's Identity , Week 1
How a symbol moves to a larger identity.
Fig 1.2 Pentagram's larger Identity , Week 1
Lecture 02 : BCI_2_Brand
What is a brand ?
- Term derives from the Old Norse word brand or “to burn”.
- Refers to the practice of branding livestock, which dates back more than 4,000 years to the Indus Valley
- Branding has evolved over the centuries-from farmers claiming their property, to artisans claiming credit for their work, to factories claiming their products, to companies claiming their products were better than others.
There is also human branding, a shameful episode in human history, where slaves were branded by its owner. Branding also take place to people who received punishment for either being accused of stealing or murder for exp. they were branded using these methods.
Fig 1.3 Human Branding , Week 2
- A brand is not what you say it is. It’s what they say it is.
- It is a mental construct shared by society about a product, service, organisation or even a person.
What is brand identity ?
- Referring to the “gut instincts”, the image or messaging associated with the product, service, organisation or person.
- Gut feeling is one of the brand’s identity, the other is its ‘visual identity’ which helps to manage the message or image or gut feeling.
- Brand identity is the collection of all elements that a company creates to portray the right image to its consumer.
What is branding ?
"Branding is the process of giving a meaning to specific organization, company, products or services by creating and shaping a brand in consumers' minds. This is a strategy designed by the organizations to help people to identify and experience their brand quickly, and give them a reason to choose their products over the competition," (Marion, 2015).
Diesel and Benetton campaigns, a clear differentiation in the brands; product values, communication and visual communication strategy.
- One strategy they share is the shock value of their visual communication.
- Is the process of hijacking and shaping an image in the consumer minds and in doing so creating an indelible and distinct mark and association.
Fig 1.4 "Be Stupid" Campaign | Diesel , Week 2
Fig 1.5 "UNHATE" Campaign | Benetton , Week 2
Branding can be achieve through:
- Brand definition
- Brand positioning statement
- Brand identity
- Advertising & communications
- Product design
- Sponsoring & partnerships
- In-store experience
- Workspace experience and management style
- Customer service
- Pricing strategy
What are the benefits of branding ?
- Helps stands out in a saturated market
- Credibility
- With clear brand, can charge what you’re worth
- Customer Loyalty
- Returning customers & referrals
- Branding = Consistency
- Attract ideal clients
- Save money & time
- Clear strategy to move forward
What is a designers’ role in branding ?
- Give form to the content, strategy and messaging. For the designer this means research (history of client and product, and understanding the target market & more) and the development of a trademark.
Conclusion
- Branding creates the opposite effect - a virtuous circle.
- By combining logic and magic, a company can ignite a chain reaction that leads from differentiation to collaboration to innovation to validation and finally cultivation. Built into cultivation is the mandate to question all assumptions, leapfrog the status quo, and begin the cycle again.
Fig 1.6 Brand Cycle , Week 2
Lecture 03 : BCI_3_Types of Marks
Terms
1. Logo
- The general term logo refers to all marks that represent a brand.
- A logotype is a logo centred around a company name or initials.
- A logomark is a logo centred around a symbolic image or icon.
Fig 1.7 Examples , Week 3
What is signature ?
When a word or a symbol is combined, it is also known by other term “combination mark”.
“Logotype” is also sometimes called a wordmark.
2. Monogram
Monogram is a motif made by overlapping or combining two or more letters or other graphemes to form one symbol. Monograms are often made by combining the initials of an individual or a company, used as recognisable ‘symbols’ or ‘logos’.
Fig 1.8 Examples of Monogram , Week 3
3. Heraldry
“Heraldry is a broad term, encompassing the design, display, and study of armorial bearings (armoury), tgt with the study of ceremony, rank and pedigree”.
Fig 1.9 Heraldry , Week 3
- A Crest is a distinctive device representing a family or corporate body, borne above the shield of a coat of arms (originally as worn on a helmet) or separately reproduced, for exp on writing paper.
- Coat of Arms, a distinctive heraldic bearings or shield of a person, family, corporation, or country.
- Insignia, distinguishing badge or ‘emblem’ of military rank, office, or membership of an organisation: a khaki uniform with colonel’s insignia on the collar | the royal insignia of Scotland.
Fig 1.10 Crest, Coat of Arms, Insignia , Week 3
Fig 1.11 Diagram of Coat of Arms , Week 3
Modern heritage symbols derived from heraldic symbols.
Fig 1.12 Modern heritage symbols , Week 3
4. Mark
An impression made on a something, paper, wall, wood, etc.
- When combined with another word, ie. trademark, watermark, earmarks, farm marks, ceramic marks, stonemasons’ mark, hallmarks, printers’ mark & furniture marks etc.
- These marks signifies ownership or identification.
- Representing the quality, ability and skill levels of its creator and with that come a promise of excellence.
Fig 1.13 Mark , Week 3
A trademark is a symbol, word, or words legally registered or established by use as representing a company or product. “The function of a trademark is identification.
- also used as legal protection against intellectual property infringement or theft. A service mark or servicemark is an trademark used in the US and other countries to identify a service rather than a product.
- “unregistered’ marks such as trademark & servicemark are temporary
- Registered trademark symbol, is a typographic symbol that provides notice that the preceding word or symbol is a trademark or service mark that has been successfully registered with a national trademark office.
Fig 1.14 Registered Trademark, Trademark, Service Mark , Week 3
INSTRUCTIONS
TASK
Project 1 (Group effort, individual submission) Select an existing
brand, preferably a large brand that has a regional or international
presence for the purpose of analysis. Breaking brand essentially
requires the student to deconstruct a brand. To help you in this
task an outline or framework will be provided and it is as follows:
Fig 2.1 Research Outline , Week 1
The first assignment requires us to do existing brand research, preferably on a major brand with a regional worldwide presence for the purpose of analysis. It is a collaborative project that was submitted individually, therefore we separated into groups and began distributing various parts for each group member to work on.
I was in charge for sections 3A (Brand Positioning) and 7-9B (Brand's positioning statement, voice's, communication strategy). Parts of section 3B (Target Market / Audience) were completed collaboratively with Johanna through discussions as a pair.
Our group has selected Disney as our breaking brand topic. Below are the final research information based on the brand we picked.
After we've gathered the data, we have created our own Google Slides and start adding the information. The slides for the final presentation are provided below.
SUBMISSION
FEEDBACK
General feedback : Almost accurate study of chosen brand based on given framework. Only the benefits framework for both sections of brand profile could be looked at deeper (brand profiles benefits more suited to expanded brand profile section) especially from the angle of customer as well as employees (annual pass, employment benefits, etc).
Specific feedback : Able to paraphrase and summarise information from research. Room for improvement in the inclusion of more visual examples to illustrate the brand’s communication strategy framework.
REFLECTIONS
Experience
Disney is a major multinational company recognised for its rich history, narrative, and emotional connection with fans across the world. As I worked on analysing the brand, I became more aware of how precisely Disney had created its image over time. Working with the group allowed for a variety of viewpoints, which broadened our study.
Observation
A key observation was how easily Disney incorporates its brand values into everything it does. The main themes of imagination, family, and magic are consistently shown in its movies, theme parks, products, and online platforms. It became clear that their success is mainly due to their ability to create feelings of emotion, nostalgia, and trust. Disney's focus on being a family-friendly brand goes beyond entertainment, covering education, social responsibility, and cultural influence. This strong emotional bond plays a big part in its global popularity.
Findings
This exercise taught me that Disney's brand strength comes from its ability to adapt and grow while staying true to its core values. It stays relevant to different generations by expanding its range and investing in companies like Pixar, Marvel, and Lucasfilm. The research showed that Disney is very smart in how it targets different age groups and interests, all while keeping a consistent brand image.
FURTHER READING
Fig 3.1 The Brand Gap
Why is brand suddenly hot?
The idea of brand has been around for at least 5,000 years. So why is it such a big deal now?
It is because as our society has moved from an economy of mass production to an economy of mass customization, our purchasing choices have multiplied. We've become information-rich and time-poor.
Today we base our choices more on symbolic attributes.
- What does the product look like?
- Where is it being sold?
- What kind of people buy it?
- Which "tribe" will I be joining if I buy it?
- What does the cost say about its desirability?
- What are other people saying about it?
- Who makes it?
Fig 3.2 Example
What's your brand worth?
Businesses like Coca-Cola and Xerox, whose brand value takes up a sizeable amount of their market capitalisation, brands are becoming increasingly valuable assets. In addition to this, brand value is not often included on a financial sheet, even though businesses use it in a variety of ways, including mergers, financing, and licensing agreements. Companies concentrate on building brand trust as brand valuation becomes more quantifiable, much as how money develops trust through design. Businesses may boost their perceived worth and fortify their market position by creating brands that inspire trust.
Fig 3.3 Coca-Cola's brand worth
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