Brand Corporate Identity - Task 2

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30/08/2022 Week 1- Week 7 
Brand Corporate Identity /
Task 2 / Logo

Loh Shu Huan / 0349621
Bachelor of Design in Creative Media


LECTURES

Lecture 4 - Brand Ideals
A brand ideal is the organization's or brand's higher purpose, which extends beyond the goods or services they offer.
"The ideal is the brand's inspirational reason for being. It explains why the brand exists and the impact it seeks to make in the world." (Garbe, 2012)

Regardless of the size or type of a company, ideals are crucial to a responsible creative process. They are as follows:
  1. Vision - The basis of the best brands is a compelling vision articulated by a leader who is effective, articulate, and passionate.
  2. Meaning - The best brand stand for something - a big idea, a strategic position, or a defined set of values.
  3. Authenticity - It is having clarity about its market, positioning, value proposition, and competitive difference.
  4. Differentiation - The competition with others within the industry, to catch consumers' attention, focus and loyalty.
  5. Sustainability - The ability to have longevity in an environment in constant flux and characterised by future permutations that are unpredictable.
  6. Coherence - Whenever a consumer experiences a brand it must feel familiar and have desired effect.
  7. Flexibility - An effective brand identity positions a brand or company for change and growth in the future. It supports and evolving strategy.
  8. Commitment - To ensure the engagement with the brand has complete motivation and dedication for it to succeed.
  9. Value - Measurable results that promote and sustain the brand need to be created.
Lecture 5 - Brand Positioning
Brand positioning is the process of positioning the brand in the mind of customers. It is also referred to as a positioning strategy, brand strategy, or brand positioning statement.
There are 4 types of positioning strategies:
  1. Arm wrestling - The brands try to challenge the market leader and beat them (exp: Coca-Cola vs Pepsi).
  2. Big fish, smaller pond - Focus on a niche market within a larger market that is being underserved, where there is a larger player who's not meeting a specific need.
  3. Reframe the market - This style of brand positioning reframes an existing market in new terms. This works if the product / service features innovation or if there is a change in market need or expectation.
  4. Change the game - When there is no market category for the particular service, the brand creates its own service/product and market. (exp: Grab & Uber)
How to determine brand positioning?
The brand must identify its uniqueness and differentiates it from other competitors.

Positioning vs Differentiation
Positioning is a strategic process that marketers use to determine the place and offering should occupy in a given market while differentiation is the process of brand or business use to make a product or service stand out from its competitors.

There are four essential elements of a best-in-class positioning statement:
  1. Target Customer
  2. Market Definition
  3. Brand Promise
  4. Reason to Believe
To conclude, to position the brand in the customer's mind, it has to start from within the brand. Every member of the brand that touches the customer has to be the perfect expression of the position.

INSTRUCTIONS


PROGRESSIONS

Task 2A: 28 Logos Study
Week 1
For week 1, we were required to observe the brands and logos around us or search online to analyze the selected logos.

Submission: Task 2A

Fig 1.1 Logo Research & Analysis

Task 2B: Hamssy Boarding House
Week 1
For this task, we have to think of 3 different occupations or careers that we are interested in along with the brand name, the services or products we provide, the uniqueness of the career, the target market, and the rationale.


Week 2
This week Ms.Lilian took a look at our career choices. I proposed a hamster boarding house, blind box retailer, and boutique cafe. Ms.Lilian points out some things I overlook, such as the brand value and how it will be a brand by just doing retail. I'm more interested in the first and second careers while Ms.Lilian suggested going with the first and the third options. From that, my final selection is the hamster boarding house.

Once we have made the decision, Ms.Lilian wants us to start doing two mind-maps and sketch 20 logos on paper without self-censoring our sketches, keeping all good and bad ideas.

Fig 2.1 Business Mind-map

The 2nd mind-map is actually my brand name mind-map, but after the clarification of Ms.Lilian, this mind-map is considered a business mind-map also. Hence, I will need to prepare one more mind map
for the brand name itself.

Fig 2.2 2nd Business Mind-map

Fig 2.3 First Sketches - 1

Fig 2.4 First Sketches - 2

Fig 2.5 First Sketches - 3

Fig 2.6 First Sketches - 4

Week 3
Based on the 20 logos I have, Ms.Lilian gave me some feedback and suggested I expand more based on a few selected sketches.

Fig 3.1 Mind map - Brand Name

Fig 3.2 Second Sketches - 1

Fig 3.3 Second Sketches - 2

Fig 3.4 Second Sketches - 3

Fig 3.5 Second Sketches - 4

Week 4
Ms.Lilian said there are a few sketches that have the potential to be my logo. She suggested I do more experiments on different components. We were required to do  20 more sketches and 1 digitalized logo. However, after I sketched 6 logos, I decided to proceed and explore more with the digital version.

Fig 4.1 Third Sketches - 1

Fig 4.2 First Digitalised Sketches - 1

Week 5
After the consultation with Ms.Lilian we decided to proceed with one of the styles of the logo. Ms.Lilian suggested I experiment with different elements to make the hamster looks like the letter H. Besides that, I also need to explore more with the typeface of the logo.

Hence, I tried It with different shapes - different styles and sizes of door shape, hamster shape, and the shape of hands holding the sunflower seed. I selected three typefaces and experiment with each shape.

Fig 5.1 Experiment with different typefaces and shapes - 1

Fig 5.2 Experiment with different typefaces and shapes - 2

Besides, I also tried to identify the brand colours. Since the brand concept is more natural and fun, I decided to go with brown, beige, orange, and green. Therefore, I tried a different tone of colours to get the most suitable set of colours.

Fig 5.3 Colours Exploration

Fig 5.4 Final Logo Colour - Dark Brown

Fig 5.5 First Attempt to Rationalise the Logo

Week 6
This week we were to rationalise and finalise our logo and prepare for the submission.
The first attempt failed because I didn't use the same shape as the foundation of the individual icon. In the second attempt, I started with the same size as the basic shape.

Fig 6.1 Second Attempt and Final Rationalisation of the Logo

While finalising the logo, I noticed some problems with my logo.

Fig 6.2 Progression - Before

Fig 6.3 Progression - After

Fig 6.4 Progression - After

After finalising the logo, I started working on my animated logo (GIF). I decided to use After Effects to create my GIF. I planned to make the three icons pop out and then have some minor motion followed by the wordmark appear.

GIF artboard size: 1080px x 1080px

Fig 6.5 Progression in After Effects

Fig 6.6 Final Animated Logo

For my logo, Ms.Lilian asked me to have both logos with and without the wordmark.

Submission: Task 2B
  1. Logo in black & white, reverse, and colour
  2. Logo space rationalisation & clearspace
  3. Logo with strapline (if have one)
  4. Logo with rationale (brand ideals)
  5. Logo minimum size
  6. Primary & Secondary colours
  7. Logo's or Brand's typeface
  8. Patterns derived from the logo
  9. Logo Animation (GIF)
Fig 7.1 Logo in Black & White

Fig 7.2 Logo with Wordmark in Black & White

Fig 7.3 Logo in Reverse

Fig 7.4 Logo with Wordmark in Reverse

Fig 7.5 Logo in Colour

Fig 7.6 Logo with Wordmark in Colour

Fig 7.7 Logo in Rationalisation

Fig 7.8 Logo with Wordmark in Rationalisation

Fig 7.9 Logo Clearspace

Fig 7.10 Logo with Wordmark Clearspace

Fig 7.11 Logo Rationale (Brand Ideals)

Fig 7.12 Logo Minimum Size

Fig 7.13 Logo with Wordmark Minimum Size

Fig 7.14 Primary & Secondary Colours

Fig 7.15 Logo's and Brand's Typeface

Fig 7.16 Pattern Derived from Logo #1

Fig 7.17 Pattern Derived from Logo #2

Fig 7.18 Pattern Derived from Logo #3

Fig 7.19 Task 2B - PDF

Fig 7.20 Animated Logo - GIF

FEEDBACKS

Week 2
Hamssy Boarding House will be the first choice, the idea is good and unique. Think more about the brand image and concept.
General Feedback: Record all the design progression. Create two mindmaps for the brand (brand name and business mindmap). 

Week 3
Both mindmaps are considered business mindmaps, the mindmap of the brand name would exactly expand the brand name itself. Ms.Lilian also selected 5 sketches for me to explore more.

Week 4
Explore more from the selected sketches as some aspects from different sketches can be combined and experimented with.
General Feedback: Create 20 more sketches of the logo, and digitalise the most possible logos.

Week 5
All three different styles of logos are potential, which are cute and straightforward. The third one would be the most ideal version which communicates and shows the concept of the career ( hamster, having fun, house). Suggested adding a door element in the hamster icon to make it more like a letter H (it may not works but still worth giving a try).

Week 6
The exploration is good. The typeface is suitable and doable. The shape of holding the sunflower seed is a good idea, it shows the cute habit of the hamster and at the same time makes the icon looks like the letter H.

REFLECTIONS

Experience

I would say this is one of the most interesting assignments among the rest. We are able to explore anything that we are interested in and make it a brand. To be honest, I'm quite enjoying doing this task, for me, the hardest would be rationalising the logo. It took time and patience. While I think I finished rationalising but I will still find problems while doing the rest of works.


Observation

I observed that a simple and clear logo is usually more recognisable than a complex logo. But if want to convey the brand ideal through a simple logo is not an easy task. The more simple it is, the harder it will be.


Findings

I found that the first stage which is the brainstorming part is the most important part of this task. As Ms.Lilian told me before, mind-map will give a big help when I'm running out of ideas, which is true. In my final logo design, the ideas come from my mind map.


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