Brand Corporate Identity - Task 1: Breaking Brand

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30/08/2022 Week 1 
Brand Corporate Identity /
Task 1 / Breaking Brand

Loh Shu Huan / 0349621
Bachelor of Design in Creative Media


LECTURES

Lecture 1 - Introduction
Brand Corporate Identity is an integral part of the 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."

Branding is probably one of the areas within graphic design that plays a larger and very important role in society, business, and marketing.
Focus on the feedback, not grades. Good works come from good feedback. Understand the given feedback and use it to create better work.
Having a good time and emotion management is essential for this semester. Be proactive, independent, mature, and self-confident. The mistake is unavoidable, and in fact, it is necessary.

" Design can be art. Design can be aesthetics. Design is so simple, that's why it is so complicated." - Paul Rand

Lecture 2 - Brand
What is a brand?
The term "brand" derives from the Old Norse (a language) word "brandr" or "to burn", and refers to the practice of branding livestock back in the Indus Valley Civilisation (which dates back more than 4,000 years). In the past, people burn live stocks with burning steel as a symbol of the owner, so that no one can steal them. Besides, human branding was also a way to brand slaves or criminals.

A brand is any attribute that sets one seller's products or services apart from competitors or other sellers. It might be a name, word, design, symbol, etc. It's also a person's gut feeling about a product, service, or company. Companies communicate the qualities that make this product different than that product.

What is a brand identity?
The gut feeling is a part of the identity, but "visual identity" help to manage the message or image or gut feeling. It helps to shape the brand image.

Branding can be achieved through:
  • Brand Definition: purpose, values, promise
  • Brand Positioning Statement: What your brand does, who you target, and the benefits of your brand, a concise statement
  • Brand Identity: Name, tone of voice, visual identity design (logo, colour palette, typographies)
  • Advertising and Communications: TV, radio, magazines, outdoor ads, website, mobile apps.
  • Product Design
  • Sponsoring and Partnerships
  • In-store Experience
  • Workspace Experience and Management Style
  • Customer Service
  • Pricing Strategy
The benefit of branding:
It helps to stand out in the market, gives credibility, and leads to customer loyalty and returning customers & referrals. 
Branding = Consistency
It helps to attract the ideal customers and gives confidence in your business. Established branding makes it easier to introduce new products and services and gives direction for you to move forward.

A designer's role is to give form to the content, strategy, and messaging to develop a visual identity that is distinct and memorable.

Lecture 3 - Types of Marks
Term: Logo
  1. A logotype is a logo centered around a company name or initials, sometimes it is also called a wordmark.
  2. A logomark is a logo centered around a symbolic image or icon.
  3. A combination mark is a mix of word and symbol, sometimes it is also called a signature.
Term: Monogram
  1. A monogram is a motif made by overlapping or combining two or more letters or other graphemes (a letter or several letters that represented a sound - phoneme) to form one symbol. The original Greek meaning of the term "monogram" is a "single line", understood as something written or drawn in outline.
Term: Heraldry
It is a general phrase that covers the design, display, and study of armorial bearings. It's used to distinguish individuals, armies, institutions, and corporations. It represents symbols, seals, and flags that represent royalty, armies, or empires that composite the visual elements of heraldic symbols that are Euro-centric. The elements that include in a heraldric symbol:
  1. A Crest represents a family or corporate body, borne above the shield of a coat of arms.
  2. A Coat of Arms is a distinctive heraldic bearing or shield of a person, family, corporation, or country.
  3. An Insignia is a badge or "emblem" that distinguishes military rank, office or membership of an organization.
Term: Mark
It refers to an impression made on something, such as paper, wall, wood, etc. These marks signify ownership or identification, they represent the quality, ability, and skill levels of their creator.
  1. A trademark is a symbol, word, or word legally registered or established by use as representing a company or products, and it's used for identification. It's also used as legal protection against intellectual property infringement or theft.
  2. A service mark/servicemark is a trademark used in the U.S. and some other countries to identify a service rather than a product.
INSTRUCTIONS


PROGRESSIONS
Task 1: Breaking Brands

Week 1
The first task of this semester is a group project. We were to select an existing brand preferably a large brand that has a regional or international presence for the purpose of analysis. Breaking a brand essentially requires the student to deconstruct a brand. To complete this task we have to follow a given outline:

  1. BRAND PROFILE

  1. Description

1.1 Summary Description

1.2 Target Market

1.3 The Offer

1.4 Specific Benefits


  1. Brand Value

2.1 Retailer’s Perspective

2.2 Customer’s Perspective


  1. Brand Positioning

3.1 Why this brand & not Competiton

3.2 Target Market

3.3 Competition


  1. Unique Selling Proposition (USP)


  1. EXPANDED BRAND PROFILE

  1. Description

  2. Benefits

  3. Target Market


My groupmates Yi Qing and Rebecca and I decided to go with fashion or luxury industrial brands. After the discussion, we decided to study the perfume brand - diptyque.

Fig 1.1 diptyque Logo, source

Fig 1.2 Breaking Brand Group Research, 13 September 2022

Fig 1.3 Breaking Brand Group Research, 13 September 2022
FEEDBACKS

No feedback given forTask 1.

Week 4
Lacking information for geographic segmentation and demographic segmentation. 
Individual Slides: Need to paraphrase the information to show an understanding of the selected brand.

REFLECTIONS

Experience

This task is not as simple and easy as it may seem. It actually took me a very long time complete, it's longer than my expectation. I need to spend some time referring to the senior's work to understand the meaning of each subtopic in the list. For my part, there is one subtopic - 2. Benefit that I can find nothing about it online. So I tried to contact the customer service of diptyque to ask them for any related information. And here is the reply from them in live chat, and I didn’t get any reply by email.





Observation

I observed that this task lets us have a better understanding of how a brand forms and works.


Findings

I realized that there are a lot of things that need to be considered behind a brand. A brand is more than a logo, products, or services, all the concepts behind are meaningful and make the brand unique.


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