Brand Corporate Identity - Task 1

Edita Chew En Thung / 0357357
Brand Corporate Identity / MKT 62404
Bachelor of Design (Honours) in Creative Media / Taylor's University
Task 1  : Break Brand

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Table of Content

1. INSTRUCTIONS

2. PROCESS

      i. FINAL

3. FEEDBACK

4. REFLECTION

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LECTURES

Introduction to Brand Corporate Identity

• Definition: Brand Corporate Identity is a fundamental module that sets the foundation for developing brand strategies. It focuses on visual integrity and the symbolism used to represent a brand.

Significance:

• Essential part of the graphic design discipline.
• Represents the ethos and values of corporations, businesses, non-governmental organisations (NGOs), and governmental sectors.
• A visual identity can symbolise a company's journey from small beginnings to global influence (e.g, Apple).

2. The Role of Branding in Society and Business

Branding: The creation of marks and symbols that communicate ideas, values, and relationships of a company or entity.

Importance in Graphic Design:

• Branding plays a vital role in society, influencing business, marketing, and communication.
• Graphic designers specialize in studying and crafting brand identities.
• Examples: Designing a symbol for a start-up that grows into a multinational company etches a designer’s work into the history of graphic design.

3. Symbols, Marks, and Logos

Definition of a Symbol: A mark, sign, or word representing an idea, object, or relationship.

• Often referred to as logos, tokens, emblems, trademarks, etc.
• The nuances between these terms vary across disciplines but are often used interchangeably.
• Example: Paula Scher's work at Pentagram, a notable identity design firm.
• A symbol evolves into a wordmark, eventually becoming part of a larger brand identity.
• Project Objective: Students will learn to design a mark, develop it into a wordmark, and eventually create a comprehensive brand identity.

4. The Process of Branding

Basics of Identity Design:

• Creation of a symbol or mark that evolves into a full brand identity.
• Emphasises positioning within competitive markets.

Learning Stages:

• Case study analysis: Breaking down existing brands.
• Brand creation: Mastering the process of building a brand image from scratch.

5. Module Projects Overview

Four Projects:

Project 1: Breaking Brand (Group & individual work)

• Deconstruct an existing brand to understand its identity.

Project 2: Logo Design

• Develop a logo or symbol for a new identity.

Project 3: Positioning and Identity

• Position the brand in a competitive market, developing a comprehensive visual identity.

Final Project: Brand Identity Guide

• Create a brand identity guide outlining the proper use of the logo and overall brand assets.

Submission Process:

• All projects are submitted via e-portfolio.
• Final project and e-portfolio submission are crucial to pass the module.

    6. Feedback Over Grades

Focus on Feedback:

• The work you produce is more important than grades in a design career.
• Good work comes from understanding and applying feedback, not just chasing grades.
• During job interviews, employers look at portfolios and quality of work rather than academic records.

7. Timeline Overview

• Project 1: Two weeks (submission in Week 3).
• Project 2: Three weeks (introduced in Week 3).
• Project 3: Four weeks (introduced in Week 6, submitted in Week 10).
• Final Project: Introduced in Week 10.
• E-portfolio submission happens twice (Week 3 & Week 4) for revisions.
• Flexibility: Timelines are a general guide; projects can be completed earlier based on efficiency.

9. Key Recommendations for Success

• Time Management: Effective time management is essential to handle the workload in the semester, which includes multiple projects across different modules.

Group Work:

• Create study groups for consistent communication and teamwork.
• Working together enhances performance.

Self-Reliance:

• As senior students, independence and self-confidence are critical.
• Developing critical feedback skills and comparing your work with successful brands will lead to better work quality.
• Make use of peer support and focus on creating strong, thoughtful designs.

BCI 2 [BRAND]

What is a Brand?

• The word brand comes from the Old Norse word “brander,” which means "to burn". It originally referred to branding livestock for ownership.
• Branding has evolved from marking livestock to marking products and services to show ownership or uniqueness.
• A brand today is more than a logo or name it's about feelings, values and trust associated with a product, service, or company.

Key Points on a Brand

• A brand is a person's gut feeling about a product or company.
• Companies can't fully control their brand; they can only influence it by shaping the customer’s perception.
• Example: The word "Apple" immediately makes you think of Apple Inc., showing how strong their brand is.

What is Brand Identity?

Brand Identity is how a company presents itself and wants to be perceived.

It includes:

• Visual Identity (logo, colors, typography)
• Messaging (the tone and voice used in communication)
• Gut Feeling (the emotional connection customers feel toward the brand)

What is Branding?

• Branding is the process of shaping a brand in the consumer’s mind.
• It involves creating a unique identity and position in the market.
• It helps people recognise and choose a product over competitors.

Examples of Branding

• Diesel's "Be Stupid" Campaign: Edgy, rebellious, aimed at a youthful audience.
• Benetton's "Unhate" Campaign: Socially conscious, focused on spreading awareness of global issues.

Benefits of Branding

1. Stand out in a crowded market.

2. Build credibility and trust with customers.

3. Allows you to charge premium prices.

4. Leads to customer loyalty and repeat business.

5. Creates consistency, saving time and money.

6. Makes it easier to introduce new products.

7. Gives you confidence in your business.

The Designer’s Role in Branding

• Designers are crucial in shaping a brand’s visual identity.
• They research the company, understand its values, and create a consistent design across all products and services.
• Designers ensure the brand’s message is clear and visually cohesive.

To summarise, branding is not just about logos and names but about creating a distinct image in the consumer’s mind that builds trust, loyalty, and recognition. Designers play an important role in making this happen visually.

Lectures are given in the form of youtube videos provided by lecturers.

INSTRUCTIONS

fig 1.0 | MIB (Module Information Booklet)

Week 1

The assignment is about breaking down and analyzing a large brand with a regional or international presence. The task is to deconstruct the brand using a provided framework, helping to understand the brand's key elements and strategies.

This includes looking at how the brand is presented, its target market, messaging, and overall impact. The goal is to critically examine and better understand the components that make the brand successful.

PROCESS

Google Document

fig 1.1 

FINAL

fig 1.2

FEEDBACK

N/A

REFLECTION

Through this assignment, I have developed a deeper understanding of branding by engaging in both group and individual research. By working on deconstructing a well-known brand, I learned how branding is more than just a logo or a name; it’s about creating a unique identity that resonates with a target audience. This process has strengthened my research and analysis skills, especially when it comes to understanding how brands operate in the marketplace.

Additionally, I’ve come to realise the crucial role design plays in shaping a brand's identity. From the colours and logo to the overall visual elements, design directly influences how a brand is perceived. Through this work, I now better understand the relationship between branding, marketing, and business strategy. It’s clear that good design can make a brand more recognisable, memorable, and ultimately more successful in the business world