Brand Corporate Identity | Task 3
4/11/2024 - 23/11/2024 / Week 7 - Week 9
Kerly Ooi / 0358726
Brand Corporate Identity / Bachelor of Design (Honours) in Creative Media / Taylor's University
Task 03 | Positioning & Identity
LECTURES
All lectures 1-5 are completed in Task 1 & Task 2.
INSTRUCTIONS
Tasks –Positioning & Identity
Timeframe: Week 7 – Week 9
Deadline: Week 10
Write a logo rationale, mention keywords articulated in the brand profile that describe the brands core-values.
Create a mood board: colour, visual and typography. In doing so you can begin positioning your brand to ascertain a distinct identity but also one that is representative of its stated core values.
Design relevant applications (business card, letter-head & continuation sheet, invoice) using the logo created whilst guided by the framework identified in the mood board. Design at least 4 collaterals (t-shirt, tote-bag, lapel pins, product packaging etc.), design its digital presence (websites, social media) apply identity as environmental graphics and in simulations (signage, shop front, reception desk) as applicable.
TASKS
In Week 7, we had a feedback session on brand positioning and gathered graphic references for our brand. My documentation for the contents of Positioning is provided below.
Positioning & Identity Presentation
Following the independent learning week, we were asked to create a presentation slides to highlight our brand's positioning, as well as visual references to application examples that inspired our logo application.
Application
During the independent learning week, we were also required to design mockup applications to help visualise and reinforce the brand's position and identity.
- Corporate stationery
- Collaterals
- Digital Presence
Instagram | Website Landing Page
- Environmental graphics
Process:
1) Corporate stationery
Name Card
Fig 2.1 Progression in Illustrator | Name card
Mock Up - Attempt 1
Fig 2.2 Mock up Attempt #1
Final Artwork | Name card
Fig 2.3 Artwork | Name card
Final Mock Up | Name card
Fig 2.4 Final Mock up | Name card
Letterhead
Fig 2.5 Progression in Illustrator | Letterhead
After the feedback session with Miss, I was recommended to increase my logo and ensure that the content is left aligned rather than justified. My final artwork and letterhead mockup are shown below.
Final Artwork | Letterhead
Final Mock Up | Letterhead
Envelope
Fig 2. Progression in Illustrator | Envelope
Final Artwork | Envelope
Fig 2. Artwork | Envelope
Final Mock Up | Envelope
Fig 2. Mock Up (Front (top), Back (bottom) | Envelope
Invoice
Fig 2. Progression in Illustrator | Invoice
Final Artwork | Invoice
Final Mock Up | Invoice
Collateral should be brand-related, thus I picked Recipe card, Product packaging (glass jars), Gift box, a Booklet.
Fig 2. Progression in Illustrator | Collaterals (4)
Final Artwork | Recipe card
Final Mock Up | Recipe card
Product Packaging (Glass jar)
Final Artwork | Glass jar
Final Mock Up | Glass jar
Gift Box
Final Artwork | Gift Box
Fig 2. Artwork| Gift Box
Final Mock Up | Gift Box
Fig 2. Mock Up | Gift Box
Fig 2. Mock Up 2| Gift Box
Booklet
Final Mock Up | Booklet
Fig 2. Mock Up | Booklet
3) Digital Presence
Fig 2. Progression in Illustrator | Instagram page
Final Mock Up | Website
Final Mock Up | Instagram
4) Environmental graphics
Miss said that in order to make the street billboard more engaging, I should think about including an image. She also advised that the information be placed in the lower left corner. The store's real signage is well-executed and effective.
Final Mock Up
SUBMISSION
Here is the link to my Task 3 final submissions:
Positioning slide (Brand Profile + Visual Guideline)
Application
Collaterals | Artwork
FEEDBACK
Week 7
Exercises :
General feedback : We were split in groups as usual for discussion about Brand Positioning, focusing on understanding the differences between Brand Value and Unique Selling Point, as well as how to effectively differentiate between them.
Week 8
Exercises :
ILW (No feedback given)
Week 9
Exercises :
Specific feedback :
- Business Card: Keep the front plain and simple while ensuring the yellow back is vibrant and consistent with the brand identity.
- Letterhead: The second version with the yellow border line works well, but expand the size of the logo for better balance. Adjust the alignment to be left-aligned, not justified, and reduce the leading for a cleaner look.
- Envelope: The second roll is preferred; experiment with a black-and-white version for a minimalist approach.
- Invoice: Combine the first version with the bottom design, incorporating yellow and gold lines for a cohesive and professional appearance.
- Collateral: Ensure all text is left-aligned and that the logo size is proportionate to the layout. For the brochure, increase the size of the cover page text or adjust the logo alignment to create a more balanced design.
- Environmental Graphics: Consider adding an image to the street billboard to make it more engaging. The signage for the actual store is well-executed and works effectively.
- Digital Presence: For the website, maintain consistency in font size and type for a unified look. Simplify the logo by removing the wording on the left, keeping it plain for a cleaner design.
REFLECTIONS
Experience
The journey of developing the "Nest Builders" brand has been an enlightening but somewhat challenging process, from designing the logo to implementing it across numerous interfaces. This project allowed me to explore and enhance the brand's identity, emphasising on its positioning by creating particular visual elements and bringing them to life through prototype apps and designs that used logo variations and colours. Extending the logo to practical applications such as packaging, advertisements, and digital platforms boosted the brand's identity, cultural significance, and health-focused ethos while also providing a better knowledge of how design elements interact with interactions with consumers.
Observation
The consistent application of the logo and brand identity across digital platforms including websites, social media etc was essential in establishing trust and recognition. Moreover, the logo's adaptability, which ensured a consistent brand identity across all interactions, was further emphasised by its ability to maintain its elegance and clarity in a variety of formats, from small items such as business cards to large street ads.
Findings
This project taught me that branding is not just designing a logo, but creating an experience that resonates with the targeted audience. Seeing this brand identity applied to environmental graphics, like signage and storefronts, highlighted the importance of visual consistency in making it an impact. Paying attention to the details and following the rules of logo placement when designing artwork was very important because it allowed me to create different application artworks while maintaining brand consistency. The need for versatility in design also became obvious, as the identity had to seamlessly adapt across different platforms and products while retaining its essence.
FURTHER READING
Brand positioning has been defined by Kotler as “the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market”.
To put it another way, brand positioning explains how a company differs from its rivals and how consumers perceive it. Therefore, building brand associations in consumers' brains to influence their perception of the brand is a key component of a brand positioning strategy.
Why is Brand Positioning important ?
Brand positioning tactics have a direct impact on customer loyalty, consumer-based brand equity, and purchase intent by influencing consumer preferences. The degree to which a brand is viewed by people as positive, unique, and trustworthy is known as effective brand positioning.
Example of powerful brand positioning
Australian Yellow Tail Wines
Fig 4.1 Example of Australian Yellow Tail Wines's Brand positioning
This is how they achieved this brand positioning:
- The product: Yellow Tail developed a wine that is soft and sweet in taste and as approachable as beer and ready-to-drink cocktails. It resulted in an easy-drinking wine that did not require years of experience to develop an appreciation for it.
- The name: A fun and adventurous name that represents the tail of a Kangaroo (as a reference to the Australian origins).
- The visual identity: Designing a fun, colorful, and unintimidating packaging design without complicated enological terms.
- The communication strategy: Focusing their communication on in-store activities with the brand ambassador that helped the product to be perceived as approachable and funny/down-to-earth ads.
- The price: Offering a price of less than $10 to fit be perceived as “approachable” and being used at every festive occasion.
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