Brand Corporate Identity / Task 2: Logo

7.9.2023 - 9.10.2023 (Week 1 - Week 7)
Sheryl Pang Pui San / 0349746
Brand Corporate Identity / Bachelor of Design (HONS) in Creative Media
Task 2A & 2B

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LECTURES

Type of Marks
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Logo - a trademark

Logotype - logo is centered around the brand name

Logomark - logo that have image or symbolic icon

Combination Mark - combining logotype and logomark as one

Monogram - Overlapping ot combining two or more letters to form a symbol

Brand Ideals
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“A brand is a person’s gut feeling about a product, service, or company … while companies can’t control this process, they can influence it by communicating the qualities that make this product different from that product.” (Neumeier, 2003)

A brand ideal is a higher purpose of a brand or organization that goes beyond the product or service they sell.

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
- Meaning
- Authenticity
- Differentiation
- Sustainability
- Coherence
- Flexibility
- Commitment
- Value


Positioning
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Put simply brand positioning is the process of positioning your brand in the mind of your customers

Other words: positioning strategy, brand strategy, or a brand positioning statement

“Creating your brand strategy is like drawing a map, and positioning is determining your location and destination.”

“Positioning is a strategic process that marketers use to determine the place or “niche” and 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 segmentation.” (Lumen, n/d)

“Differentiation is closely related to positioning. Differentiation is the process companies use to make a product or service stand out from its competitors… Differentiation is at work any time you’re choosing between two products in the same category.” (Lumen. n’d)

Effective positioning for a product or service is based on differentiating characteristics or qualities that make the product/service better than the competition in the minds of the target segment

Who are you?
What do you do?
Why does it matter?
By answering these 3 questions you will have the beginning of a brand

7 key steps to effectively clarify your positioning in the marketplace:

1. Determine how your brand is currently positioning itself
2. Identify your direct competitors
3. Understand how each competitor is positioning their brand
4. Compare your positioning to your competitors to identify your uniqueness
5. Develop a distinct and value-based positioning idea
6. Craft a brand positioning statement
7. Test the efficacy of your brand positioning statement

4 essential elements to craft a brand position statement:

1. Target Customer
2. Market Definition
3. Brand Promise
4. Reason to Believe

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INSTRUCTIONS

Figure 1.0 Module Information Booklet

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Task 2A: Logo Research & Analysis 

Figure 1.1 Logo Research & Analysis Slide

Task 2B: Logo

Figure 2.1 Week 1 Brand Ideas

During week 1, we were ask to create 3 brand that we want to do and choose one to do for Task 2B: Logo. The brand that I want to create is a type of company or shop that provides a customised message and send mail or letters to other people.

Mindmaps
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We were asked to create two mindmaps, one about the business and one about the brand name. To help us draw the sketches and create the logo afterwards.

Figure 2.2 Mindmap about the business

Figure 2.3 Mindmap about the brand name

Sketches
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Figure 2.4 & 2.5 Week 3 Sketches

     

Figure 2.6 & 2.7 Week 4 Sketches

Digitalisation

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Figure 3.1 & 3.2 Digitalisation in Adobe Illustrator

I focus on the feedback received, to use the paperplane as the main element in my logo.

Figure 3.3 & 3.4 Further Exploration

I used paper plane and the wave marks on the letter to create the logo for "Dear You"

Figure 3.5 Exploration of Logo

Figure 3.6 Final Logo Design

Logo Brand Guideline Submission

Figure 3.7 Logo Brand Guideline

Logo GIF Animation

Figure 3.8 Logo GIF

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Feedback

Week 2
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Expand your mind map to make it clearer, but physically written is also ok as long as its clear. 

The gifting service looks like a different idea to expand on.

The email is not really related to your business (more digitally)

Can expand more on the brand name itself "Dear You" instead of just business.

handwriting, how to find people with nice handwriting? Can think of why typewriter, not pen paper, keyboard?

Week 5
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Explore more, try to scale the artwork and use space rationalisation to design the logo.

Think of the typography for the logo

Size, composition has to be significant, think of how it can be apply.

Week 6
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Typeface is too thin, find different script type or typeface that has italic. 

Body text - gill sans can remain, test out serifa if it will be too strong, with lorem ipsum 

Week 7
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Task 2A

Good analytical ability with critical thoughts on chosen brand. 

Information laid out are consistent and with hierarchy but lack of accuracy of type of logo recognise. 

Task 2B

Logo was improved when given feedback, needs to include design process in google drive, needs to be more consistent and careful

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Reflections

Experience

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Through this assignment, I get to look for more logos and do research and analyse about them while making my own logo. I did quite a lot of sketches before finalising the logo sketch for digitalisation. There are also more needs of exploration when digitalizing the logo before finalizing the logo. 

Observations

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I found that there are lot of different logo type when analyzing the logo. Analyzing different logos allowed me to appreciate the various styles, fonts, and visual elements employed by different brands to convey their identity. This exposure broadened my perspective on the possibilities and versatility within logo design, inspiring creativity in my own work.

Findings

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Creating a logo needs a lot of thoughts process and needs to align with a lot of rules to make it legible.

Considerations such as color psychology, typography, and scalability played a crucial role in shaping the final design. This emphasized that a successful logo goes beyond mere aesthetics; it must communicate the brand's identity clearly and resonate with the target audience.