Brand Corporate Identity - Task 1

24.04.2024 - 08.05.2024 (Week 1 - Week 3)

Sorcha Griselda / 0353056 

Brand Corporate Identity / Bachelor of Design in Creative Media / Taylor's University

Task 1 | Breaking Brand

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LECTURES

24/04/2024

Ms. Lilian went over the MIB in the first class and let us know what to expect this semester in terms of assignments. She also gave us a briefing on Tasks 01 and 02, which we were to begin immediately. 

Lecture 01 | Introduction

One aspect of graphic design that is very important to society is branding. In business and marketing, branding is very important. This is a fascinating field because it represents/symbolizes a corporate, small business, non-governmental organization, individual, government, and so on. A word mark can develop from a symbol to a more comprehensive identity.

Fig 1.1 An identity developed by Pentagram

It was once more urged to pay attention to the feedback rather than focusing on grades. In order to produce better work, it is crucial to pay attention to feedback. 

Lecture 02 | Brand

When it comes to defining a "brand," there is a great deal of misunderstanding. While many senior designers and brand & marketing specialists know the fundamentals of what a brand is, most designers may still be puzzled. 

Diverse viewpoints exist about the subject of branding. Consider all options and make a decision.

What is a Brand?

The verb "to burn" comes from the Old Norse word "brandr". It alludes to the branding of livestock, a custom that originated in the Indus Valley more than 4,000 years ago. Over the ages, branding has changed as manufacturers have claimed ownership of their products, farmers have asserted ownership of their land, and businesses have claimed superiority over rivals in their products. 

Fig 2.1 Human Branding

A brief history lesson: In the past, slaves' "owners" would brand them.

The reasons, methods, and content of our branding have evolved. In addition to emphasizing how a business owns its ideals and exposes its inadequacies, branding also focuses on building consumer trust and loyalty through the company's words, deeds, and narratives. 

Brands can sway consumers by emphasizing the features that set their products apart. They have the ability to influence customers based on their intuition. 

What is Brand Identity?

When people talk about a brand's identity, they typically mean the feeling that accompanies the brand's image, message, service, company, or individual. The instinct is a component of a brand's character. Another is "visual identity," which provides messages or pictures to support the "gut instinct."

 

What is Branding?

"The process of giving a meaning to a specific organisation, company, products or services by actively creating & shaping a brand in consumers' minds. It is a strategy designed by organisations to help people quickly identity & experience their brand, and give them a reason to choose their products over the competitions" (Marion, 2015)

An effective brand crushes its rivals. Frequently, from a specific perspective where this becomes apparent. 

Fig 2.2 DIESEL Strategy

Fig 2.3 UNHATE Campaign

When comparing the two, Unhate adopts a more sociopolitical stance whereas Diesel adopts a more humorous and edgy approach. Both brands have distinct ideals that are differentiated through communication and visual communication strategies. The process of taking control of and reshaping a consumer's perception to leave a lasting and unique impression is called branding. 

Branding can be achieved through:

• Brand definition: purpose, values, promise
• Brand positioning statement: what your brand does, who you target, the benefits of brand, concise statement
• Brand identity: name, tone of voice, visual identity design
• Advertising & communications: TV, radio, magazines, outdoor ads, websites, mobile applications, etc.
• Product design
• Sponsors & partnerships
• In-store experience
• Workspace experience & management style
• Customer service
• Pricing strategy

Benefits of Branding:

• Branding = Consistency
• Helps you stand out in market
• Gives you credibility
• You can charge what you're worth
• Leads to customer loyalty
• Attract ideal clients
• Save money & time
• Provides confidence in business
• Easier to introduce new products/services
• Provides a clear strategy for moving forward

Designer's role in branding

Designers are crucial to the development of a brand. They are part of a wider group of individuals who work together to create a brand. The face of the brand is the visual identity that a designer develops. 

In order to attain uniformity in a message, a design program is crucial to guarantee that the created visual identity is consistent and logically applied across various goods and services. For every business to be successful, design programs are essential. A visual identity that is unique, memorable, consistent, good value, profit-based, expands market share, and gains the audience's confidence must be developed, imagined, and created by a designer. This calls for thorough investigation, comprehension, and the creation of a successful visual identity campaign. 

Fig 2.4 Virtuous Circle

Lecture 03 | Type of Marks

Even though marketers and designers have a fundamental awareness of the subtleties involved in the most effective uses of brand identity, they frequently become confused. There are differing viewpoints on the subject, therefore each one needs to be considered and assessed before a conclusion is reached. 

Several terms used to describe symbolic marks:

• logo
• monogram
• heraldy
• mark
• letter
• hieroglyph
• ideogram
• token
• badge
• stamp
• trademark

Logo

Logotype is a design term referring to a trademark crafted from custom lettering. The term 'logo' is often used interchangeably for clarity. It encompasses all visual representations of a brand. Specifically, a logotype is a type of logo centered around a company's name or initials, while a logomark focuses on a symbolic image or icon.

Fig 3.1Types of Logos

Signatures can occasionally be created by combining a word with a symbol (combination mark). Moreover, a 'wordmark' is another name for a logotype. 

Monogram

Monograms are patterns created by combining or overlapping two or more graphical elements or letters to create a single symbol. To create instantly recognizable emblems or logos, they are sometimes created by combining the brand's initials. The term derives from Greek, which means a "single line". 

Fig 3.2 Monograms

Heraldy

Heraldry is a comprehensive term that includes the study of ceremonial, status, and pedigree in addition to the design, exhibition, and analysis of armorial emblems, or armory. The concept of symbols, seals, and flags signifying the army, empire, and royalty is what essentially gives it a European background. The visual components of this style comprise the heraldic symbols. 

• Crest: A distinguishing symbol, either duplicated independently or carried above the shield of a coat of arms, designating a family or corporate body. 
• Coat of Arms: A person, family, business, or nation's unique heraldic bearing or shield.
• Insignia: A distinctive badge or "emblem" denoting a military rank, office, or affiliation with an organization. 

Fig 3.3 Heraldy

Fig 3.4 Heraldy

Fig 3.5 Coat of Arms

Mark

Individually, a "mark" represents an impression left on a surface. However, when paired with other words such as "trademark," "watermark," or "hallmarks," it signifies ownership or identification. These marks symbolize not only the quality and skill of their creator but also carry a promise of excellence, reflecting the craftsmanship and expertise behind them.

Fig 3.6 Mark

Today, "trademark" is the most commonly used term in branding and law. Even though the term "logo" is widely used, trademark law governs it. In the US and a few other nations, the term "servicemark" has legal significance. 

A trademark is a sign, word, or combination of words that is legally registered or established and used to identify a business or product. 

Fig 3.7 Apple's Trademarks

A trademark serves as legal defense against infringement of intellectual property. These are temporary until a recognizable symbol, pattern, or statement that distinguishes goods or services from a certain source is registered as a trademark.

Fig 3.8 Registered Trademark & Service-mark

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INSTRUCTIONS

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Task 1 | Breaking Brand

Ms. Lilian divided us into groups of three during our first lesson so that we could write an analysis about a company. Since Amelia and Afif were seated near me, we immediately teamed up. It's surprising that we all instinctively thought of Apple. As a result, we selected Apple as the company that we are going to analyse further.

Following this, we distributed the workload evenly among team members to ensure everyone had a manageable amount of research to undertake. Each of us then continued with our individual research tasks, compiling our findings into a shared document for collaborative reference. The breakdown below illustrates the specific areas we each focused on.

Fig 4.1 Parts Distribution

Throughout the writing phase, I took the initiative to paraphrase my contributions before adding them to the shared document. I believed this approach would streamline the reading process for both my group mates and myself. Additionally, I encouraged everyone to include references to facilitate the citation accuracy. Once all data was compiled and confirmed by the group, we collectively began integrating the information into our group presentation slides. This collaborative works ensured that our final presentation was comprehensive, cohesive, and reflective of our combined efforts.

Final Submission

Fig 4.2 Breaking Brand Group Documents | PDF

Fig 4.3 Breaking Brand Group Slide | PDF

Fig 4.4 Breaking Brand: Apple Group Slide (Ver 2) | PDF

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FEEDBACK

Week 03 (08/05/2024)

• More ideas you have, more feedbacks you get
• Bear in mind the details of the logo (as it cannot be too complex cause it is going to be applied in various sizes)
• Make another mind map focus solely on the brand name
• Match the logo with the business concept
• No 7: explore on the lines, scales
• No 5: try to explore the minimalist idea (the typeface choice, space, clean)
• No 9: safe choice
• Think outside of the box

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REFLECTION

This initial assignment has truly been an eye-opening experience, immersing me in the fascinating world of Brand Corporate Identity. Initially I was uncertain about what this course might be, but I've discovered a wealth of knowledge within this module. It's become clear to me that the world of brands encompasses far more than I had previously imagined. Beyond simply offering products and establishing a brand image, brands must meticulously cultivate their unique selling points, articulate specific benefits and develop a coherent brand communication strategy. 

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FURTHER READING

To quickly learn a bit about Brand Corporate Identity, I searched the web for some articles that could start my knowledge. I stumbled across 'The Branding Journal', which had an article called "The Power of a Strong Brand Identity". 

Fig 5.1 Brand Identity Article

The article begins by outlining the significance of defining a brand identity and its essential components. Building a brand identity is an opportunity to give a company an identity, make it come to life, and build a close emotional bond with its target market. Establishing a distinctive and recognizable identity helps a brand stand out from the competition and establish a solid reputation.

7 key Elements of a Brand's Identity

According to Andrivet (2023), there are seven key aspects that should be part of any brand identity. 

• Brand Story
• A brand story is a unique and compelling narrative that defines a brand’s origins. It can create a solid emotional connection with customers and make a brand memorable.
• Brand Name
• A brand’s name is often the first thing customers hear or see. Therefore, it should be memorable and easy to spell and say.
• Brand Personality
• Providing a brand with specific character traits makes it more human. A clearly defined brand personality generates attachment among its audience. Consumers feel concerned by its behavior and values, just like they would with a person.
• Communication Style and Tone of Voice
• A brand’s communication style and tone of voice define how it communicates with different audiences. It includes the type of vocabulary used, how the brand expresses its messages, interacts with others, and the emotions it conveys.
• The Brand as Product or Service
• A brand’s products or services are part of its identity. They represent the brand and embody the different facets of its identity.
• Visual Identity
• A brand’s visual identity is the combination of graphic elements that identify the brand.
• Sensory Identity
• Sensory elements can enhance a brand experience and create a lasting impression on customers, transporting people to experience unique sensations and emotions and creating new associations with a brand.