Brand Corporate Identity | Task 2
23/9/2024- 28/10/2024 / Week 1 - Week 6
Kerly Ooi / 0358726
Brand Corporate Identity / Bachelor of Design (Honours) in Creative Media / Taylor's University
Task 02 | Logo
LECTURES
Lecture 04 : BCI_4_Brand Ideals
Introduction
"A brand is a person's gut feeling about a product, service, or company.. while companies can't control this process, they can influences it by communicating the qualities that make this product different than that product." (Neumeier, 2003)
The term Ideal connotes the satisfaction of one's conception of what is perfect; most suitable.
- "A brand ideal is a higher purpose of a brand or organization that goes beyond the product or service they sell."
Nike is about encouraging success, motivating athletes, and reminding everyone that they can achieve their goal.
Fig 1.1 Nike campaign , Week 4
Apple is focused on making the best, most creative products in the world while keeping technology simple for the masses and one that focuses quality over quantity.
Fig 1.2 Apple | Think Different (1997) | Commercial , Week 4
Brand Ideals and Definition
"Ideals are essential to a responsible creative process, regardless of the size of a company or the nature of a business." They are as follow:
Vision
- A compelling vision by an effective, articulate and passionate leader is the foundation of the best brands.
Meaning
- The best brands stand for something- a big idea, a strategic position or a defined set of values.
- Authenticity is not possible without and organisation having clarity about its market, positioning, value proposition & competitive difference. It refers to self-knowledge and making decisions that are congruent with that self-knowledge.
- Brands always compete with each other within their business category and, at some level, compete with all brands that want our attention, focus and loyalty.
- The ability to have longevity in an environment in constant flux and characterised by future permutations that no one can predict.
- Whenever a customer experiences a brand it must feel familiar and have the desired effect.
- Is the quality that ensures that all the pieces hold together in a way that feels ideal to the customer.
- An effective brand identity positions a company for change and growth in the future. It supports and evolving strategy.
- Organisations need to ensure all people engaged with the brand have complete motivation and dedication in order for it to succeed.
- Measurable results need to be created that promote and sustain the brand.
The ideal is the brand's inspirational reason for being. It explains why the brand exits and the impact it seeks to make in the world.
Lecture 05 : BCI_5_Positioning
Introduction
Brand Positioning is the process of positioning your brand in the mind of your customers. It is also referred to as a positioning strategy, brand strategy, or a brand positioning statement.
Positioning
Refers to the place that a brand occupies in the minds of the customers and how it is distinguished from the products of the competitors.
Note that if once a brand has been successfully positioned, it is notoriously difficult to reposition.
What are the different types of positioning strategies?
Willis (2017) humorously posits 4 different styles/ types of positioning:
1. Arm wrestling
Trying to take on the market leader and beat them at their own game and it is possible id there is a well establish market category with no clear leader. However, it takes lots of money and time. Think Coke and Pepsi.
2. Big fish, smaller pond
Focus on niche market within a large market that is being underserved, where there is a large player who's not meeting a specific need. Plus-point is the audience has a frame or reference while the down-side is the market leader could match your offer.
3. Reframe the market
This style reframes an existing market in new terms. It makes the benefits highlighted by previous market leaders irrelevant, or frankly, boring. This works if the product/ service features innobation or if there is a change in market need/ expectation.
4. Change the game
Is reserved for when there is no market category for what you do. You are the first of your kind and you get to invent your market. For exp, market disruptors like Uber or Xeror, and you'll know when you are successful in changing the game when people say things like "I'm uber-ing it" instead of booking a taxi/Uber, or, I'm Xeroxing it, instead of photocopying it. (Think Grab aka MyTeksi)
Fig 1.3 Examples , Week 5
So how do you determine positioning?
1. Identify your brand's uniqueness and determine what differences you from your competition.
Positioning vs differentiation
Positioning is a strategic process that marketers use to determine the place or "niche" an offering should occupy in a given market. Marketers use the positioning process to identify the distinctive place they want a product or service to hold in the minds of a target market segment. Positioning can be subtle and hard to detect.
Differentiation is closely related to positioning. Differentiation is the process companies use to make a product or service stand out from its competitors.
Effective positioning for a product or service is based on the differentiating characteristics or qualities that make the product/ service better than the competition in the minds of the target segment.
7 keys steps to effectively clarify your positioning in the marketplace:
- Determine how your brand is currently positioning itself
- Identify your direct competitors
- Understand how each competitor is positioning their brand
- Compare your positioning to your competitors to identify your uniqueness
- Develop a distinct and value-based positioning idea
- Craft a brand positioning statement
- Test the efficacy of your brand positioning statement
4 essential elements of a best-in-class positioning statement:
1. Target Customer
What is the concise summary of the attitudinal and demographic description of the target group of customers your brand is attempting to appeal to and attract ?
2. Market Definition
What category is your brand competing in and in what context does your brand have relevance to your customers?
3. Brand Promise
What is the most compelling (emotional/ rational) benefit to your target customers that your brand can own relative to your competition?
4. Reason to Believe
What is the most compelling evidence that your brand delivers on its brand promise?
Example: "For [target customers], [company name] is the [market definition] that delivers [brand promise] because only [company name] is [reason to believe]."
Once you have a strong brand positioning statement you can create a tagline or slogan that helps establish the position you're looking to own.
Tagline
- An external statement used in your marketing efforts.
Amazon's positioning statement:
"For World Wide Web users who enjoy books, Amazon.com is a retail bookseller that provides instant access to over 1.1 million books. Unlike traditional book retailers, Amazon.com provides a combination of extraordinary convenience, low prices, and comprehensive selection."
Amazon's tagline:
"From A to Z"
Fig 1.4 Amazon's tagline , Week 5
Conclusion
To position your brand in your customer's minds, you must start from within your business. Every member of your organization that touches the customers has to be the perfect expression of your position.
INSTRUCTIONS
Tasks –Logos (20% Individual)
Timeframe: Week 01 – Week 05
Deadline: Week 06
Task 2A
A) Research & Analysis: You are to collect 28 logos, 2 everyday for 2 weeks; Good &/ Bad. *You are to pick the first two logos you see at the beginning of your day, upon stepping out of the house, browsing the internet, driving, etc. If the logos you see have been picked previously; skip! Logos are everywhere! Your task upon identifying your logo is to articulate in words; the type of logo (logotype, logo mark, etc?); Is the logo descriptive, abstract, etc.; identify and describe the graphic elements or base element used in the logo construction; identify the colour scheme (warm, cool, secondary, primary); describe the type choice. All 28 logos are to be documented using Google Slide and embedded in your eportfolio post.
Task 2B
B) Concurrently, while doing the above and upon selection or identification of your brand/occupation, produce 2 sheets of idea-sketches weekly (the more the merrier) for the development of your logo. Initially, use mind-maps to identify important keywords or key visuals. Develop these into idea sketches and then later into concepts. Narrow down the most promising ideas and concepts. The developed logo in its final most appropriate form will need to be digitised, in black and white (only after approval of the BW version can you embark on selection of colour in Project 3). All progression or exploration—the various evolution of the draft logo—must be documented meticulously, labelled and described at every stage in your eportfolio post.
Final Submission Requirements:
1) Logo in BW, reverse & colour
2) Logo space rationalization & clearspace
3) Logo with strapline
4) Logo with rationale (brand ideals)
5) Logo minimum size
6) Brand primary & secondary colours
7) Logo/brand typeface(s)
8) Patterns derived from logo
9) Logo animation (GIF)
TASKS
In the first week of Brand corporate identity, we were asked to provide three alternate career options if we weren't going to be designers, as well as answer the questions given. The following is my response:
Mindmaps
We spent the next week creating two mind maps: a business mind map and a brand name mind map. These mind maps will serve to streamline and support our development, making it easier for us to move forward in developing our brand logo / identity.
Here is the first draft of both my mind maps. After consulting with miss, I was advised to make adjustments to the business mind map, ensuring it is clean and organized for easier readability. The brand name mind map was approved, but could be expanded with further details.
Final Outcome
Initial sketches
Following the completion of the mind maps, we are now moving on to the next stage, which involves creating initial sketches for the brand logo.
After a group feedback session where we reviewed individual sketches, I was advised to focus on incorporating the swiftlet (bird) into my brand logo instead of including other bird types.
Sketch development
In Week 4, we presented refined logo concepts based on the proposals selected from the previous week's ideas. I have change the bird to swiftlet and playing and combining each of the potential logos.
Digitization
In Week 5, we got our final logo sketch digitised using Adobe Illustrator. I had tried on the 3 potential version of logo and experiment with it. Below are the digitized logo no 1 -3 .
Logo in colour attempt
SUBMISSION
2A| 28 logos
2B | Logo
GIF
FEEDBACK
Week 1
Exercises :
Specific feedback : Three of the career ideas are pretty interesting, I could choose which career I prefer and I chose the first idea which was the bird nest company. Then, I can proceed to the next step.
Week 2
Exercises :
Specific feedback : Make some changes to the mind-map (business mind map), make sure that it is clean and neat so it's easier to see. Brand name mind map was okay, can elaborate more.
Week 3
Exercises :
Specific feedback : After a group feedback session where we reviewed individual sketches, I was advised to focus on incorporating the swiftlet (bird) into my brand logo instead of including other bird types. While the text/ font works well, integrating the swiftlet would enhance the design. I plan to explore combining the font and the swiftlet to see if it creates a more unified logo.
Week 4
Exercises :
Specific feedback : Sketch No. 5 is visually interesting, but people might find it difficult to interpret, making it less suitable as a logo. For Sketch No. 1, consider placing the brand name in different positions around or within the logo. Sketches No. 1, 12, and 17 have been selected for further digitization in Adobe Illustrator.
Week 5
Exercises :
Specific feedback : #1st idea to be brought forward for further exploration and possible finalizing. Idea #2 is interesting but requires strict space rationalization and sensitivity to type. Can see you are trying to align wordmark with strokes of N and B. Just that it requires more finesse.
For Idea #1, consider these placement of wordmarks. Left weakness is legibility in logo minimum size. Right idea is simple but workable as it is balanced. However, consider the wordmark size again. If this version is to be finalized, maybe you can consider three versions of the logo. L e combination mark like here. Second just the brandmark, third just the wordmark. To use the bird's nest version selected in the previous digital sketch (with extra mark on nest).
Week 6
Exercises :
Specific feedback : Task 2 Deadline (Wednesday 30th OCT 8am). For task 2, I can use multiple letters for my clearspace measurement. Avoid adding leading to the brand name, and ensure that the logo and brand name function as a cohesive unit rather than appearing separate.
Submission feedback
Task 2A
Able to identify the types of logo analysed. Analysis is accurate and concise fulfilling the requirements of the brief. Presenting idea from good and bad logo angles helps to reflect some critical thinking ability but there is still room for improvement. Do credit your sources.
Task 2B
Final outcome and the way it is presented is clear and follows the given framework well demonstrating commendable ability. Slight adjustment needed to position of strapline to adhere to logo clear space suggested (on all there versions). Consider not utilising full justification of paragraph in logo with rationale as unsightly ‘rivers’ are present. Despite suggesting only one typeface, sensitivity to type is demonstrated by its clever usage of typeface family in a creative but consistent manner. Do consider if patterns derived from logo could be filled like logo to create darker texture or work better in its outline as suggested. The animated aspect of logo in gif may not be suited to the brand. It feels slightly gimmicky (too much animation may not be relevant to brand identity for something eaten as health supplement with a higher income targeted audience).
REFLECTIONS
Experience
Designing the logo has been a rewarding experience, allowing me to combine creativity, strategic thinking, and brand identity ideas. Starting with mind maps helped me define the brand's main message, while sketching first concepts allowed me to experiment with multiple styles and visual aspects. Refining these ideas into more practical designs was both tough and gratifying, as I attempted to create a logo that is both visually beautiful and efficiently expresses the fundamental values of the brand.
Observation
One significant takeaway from this approach has been the importance of simplicity and clarity. Through feedback and adjustments, I discovered that reducing the elements and concentrating on a few essential symbols or forms strengthened and improved the logo's memorable quality. Furthermore, thinking about how the logo will appear on multiple platforms and sizes has been beneficial, since it is critical for the identity to stay recognisable and effective.
Findings
This project has shown the importance of deliberate design decisions, as well as the requirement for a balance of creativity and utility. I realised that great logo design is more than just aesthetic appeal; it is also about matching the visual identity to the brand's values and target demographic. By repeating on my ideas and seeking input, I saw how minor adjustments can significantly alter the efficacy of a design. Overall, this experience has taught me to prioritise clarity, flexibility, and relevancy while designing logos.
FURTHER READING
Fig 4.1 What is a logo and why is it important for your brand
What is the importance of a logo?
Make a first impression: you never get a second chance to make a good first impression, and a logo is the perfect way to make a memorable one that grabs your customers’ attention and sparks their interest.
Help you stand out in a crowd: An unforgettable logo should be different enough to stand out in your consumers’ minds. You can achieve this by researching the competitors and their branding in order to differentiate yourself and position your brand strongly.
Shape your brand identity: You want to have a distinct and cohesive look that immediately establishes what your brand stands for, and how it will be perceived. This is known as your brand identity, and refers to the specific visual appearance that your brand will develop. The distinct logo you create can serve as a starting point to build upon, and should be aligned with the overall vision.
Create a strategic branding tool: When it comes to branding, it's important to have a well-defined brand strategy that clearly outlines your values and goals.
Promote brand awareness: As your brand grows, your logo grows with it, becoming more familiar to your audience and to the world.
For example, think of a time when you saw somebody sipping coffee from a Starbucks cup, you instantly knew where that java came from. Or how some of the best podcast logos are instantly recognizable. This is how a strong logo can help create powerful associations in your customers’ minds and foster trust and loyalty for your brand.
Strengthen your message: A logo is an effective way to inform your customers about your company without using any words. In seconds, one simple symbol can show what industry you’re in, what type of service you offer, your brand values (many church logos are a great example of this) and express the overall vibe of your business.
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