Brand Corporate Identity - Task 2
Edita Chew En Thung / 0357357
Brand Corporate Design / Bachelor of Design (Honours) in
Creative Media / Taylor's University
Task 2 : Logo
- Logo is a short-form for logotype, derived from the Greek word logos (meaning "word").
- Commonly misunderstood as a symbol of text and images representing a business, service, or product.
- Logo often refers to all kinds of brand marks but is not technically accurate.
- Logotype are designs centered around a company's name or initials.
- A logo mark refers to logos based on symbolic images or icons.
- Coca-Cola is a logotype.
- Apple is a logo mark.
- A signature is a word and symbol combined, essentially another term for a combination mark.
- A wordmark is another term for a logotype.
- A monogram combines two or more letters or graphemes to form a single symbol.
- Commonly used as logos for individuals or companies.
- The Dutch East India Company (VOC) used one of the earliest examples of a monogram, representing its global trade monopoly in the 17th century.
- Heraldry refers to the design and study of armorial bearings (coats of arms), including crests and shields.
- European in origin, heraldry has influenced many symbols used in today’s logos and branding.
- Crest: A distinctive device (often an animal) placed above the shield in a coat of arms.
- Coat of Arms: A shield or emblem representing a family, corporation, or country.
- An insignia is a badge or emblem representing military rank, office, or membership.
- Seen on uniforms or government symbols, e.g, Royal Malaysian insignia.
- Some modern companies still incorporate heraldry in their logos, such as Porsche, UPS, and the Salvation Army.
- Mon (Japan): Similar to European heraldry but visually distinct, Mon represents families, institutions, or businesses in Japan.
- Branding uses various forms of marks, including logos, monograms, and heraldic symbols.
- These marks have evolved from historical practices like heraldry and monograms and continue to shape modern visual identity.
Part A: Logo Research & Analysis
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Daily Logo Collection:
Over the next two weeks, collect a total of 28 logos (2 each day) from your environment—whether you notice them in public, online, or around your home. Only document the first two logos you see each day, and if you’ve already chosen a logo before, move on to the next unique one you encounter.
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Logo Documentation & Analysis:
For each logo collected, analyze and document the following:
Logo Type: Classify the logo (logotype, logo mark, combination, etc.).
- Style: Note if it’s descriptive, abstract, or has another style.
- Design Elements: Identify any specific shapes, forms, or icons.
- Colour Scheme: Describe the colour palette (warm, cool, primary, secondary, etc.).
- Typography: Describe the font choice and style.
Present these analyses on a Google Slides deck, which will later be embedded into your e-portfolio.
[ONGOING]
Part B: Logo Design Process & Concept Development
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Idea Generation & Sketching:
- Begin with a mind-map around your chosen brand/occupation to generate keywords, themes, and visuals.
- Produce 2 sheets of sketches weekly (or more) as you develop and refine ideas for your brand logo. -
Concept Narrowing & Black-and-White Design:
- Review and refine your sketches, selecting the best concepts.
- Create a digital black-and-white version of the most suitable design (adding colour only after black-and-white approval). -
Progress Documentation:
- Carefully document each step in your e-portfolio, capturing the journey from early sketches to final concept, with labels and explanations at every stage.
There are some theories as to why we perceive areas of light colour to be larger than dark but whatever the reason for this phenomenon, it is troublesome to do.
Logo Design Process
Conceptualisation: The idea for the "Papan" logo was inspired by organic wood grain patterns, symbolising the natural, unique, and handcrafted essence of the brand’s furniture. The goal was to create a timeless and minimalistic icon that conveys premium quality and sustainability.
Sketching the Icon: The initial sketches focused on creating a stylised wood grain shape that is both abstract and recognisable. Curved, flowing lines were drawn to represent the natural texture of wood, while ensuring that the design would look clean and balanced as a standalone icon.
Digitalisation: The sketch was then digitalised using vector software. Each line and curve was refined to ensure smoothness and uniformity, with adjustments to create an optimal visual balance. The resulting icon is minimalist, allowing the wood grain pattern to represent both the material and the individual craftsmanship of each piece.
Final Adjustments: Once the core design was complete, the icon was placed within a square frame to add structure, reinforcing its versatility as a logo that can stand alone or be adapted for various applications.
GIF Animation Process
To create the animated GIF with 44 frames, the design process was broken down as follows:
Planning the Animation: The animation was designed to create a subtle loop that accentuates the flowing, organic nature of the wood grain. The goal was to achieve a seamless loop that enhances the unique and timeless aesthetic of the logo.
Frame-by-Frame Animation:
Total Frames: The animation consists of 44 frames, with each frame crafted to convey a gradual, fluid movement in the lines of the wood grain. The GIF was designed to loop back to the beginning smoothly, giving a continuous flow that symbolizes the brand's timeless quality.
- Frame Sequencing: Each frame was adjusted slightly to create a subtle shift in the wood grain lines. This incremental progression results in a cohesive animation that captures the organic movement of the grain, reinforcing the brand’s connection to nature.
- Doubling Frames for Looping: To enhance the smoothness of the loop, each of the 44 frames was duplicated, resulting in 88 frames total. This ensures that the transition between the end and start of the loop is soft and seamless, creating an engaging viewing experience.
- Exporting as a GIF: After all frames were completed, they were exported as a GIF with a continuous loop. The final animation conveys the fluidity of natural wood grain, enhancing the logo’s message of premium craftsmanship and individuality.
Final Outcome
The resulting GIF captures the essence of "Papan" by using a frame-by-frame animation that highlights the logo’s natural, handcrafted qualities. This animation brings the logo to life, reinforcing Papan’s brand values of sustainability, uniqueness, and timeless appeal.
Observations
Through this assignment, I observed how logos play a crucial role in conveying a brand’s identity at just a glance. Each logo I collected was carefully designed to communicate something unique about the brand, whether through its colours, type, or iconography. I noticed that certain colours or fonts would give an instant sense of whether the brand was modern, traditional, playful, or professional. Observing these elements helped me realise how even small details in design can influence how a brand is perceived by the public.
Findings
In analysing logos, I found that different types of logos (like logotypes, logo marks, and combination marks) each serve a different purpose, depending on the brand’s goals. Descriptive logos often had clear imagery or words that communicated exactly what the brand does, which I found useful for first-time recognition. Abstract logos, however, felt more versatile and open to interpretation, which I noticed was often used by brands wanting to build curiosity or establish a unique identity. I also found that brands in similar industries tended to use similar colour schemes or font types, which could be a strategic way to make them easily recognisable to their target audiences.
Conclusion
This assignment helped deepen my understanding of branding and the role of design in marketing and business. By analysing existing logos and working on my own logo concept, I came to appreciate the careful balance between creativity and strategy in logo design. Logos are more than just visuals; they’re essential tools that support brand identity and help a company stand out. This reflection on logos will help guide my future work, reminding me that each design choice needs to align with and enhance the overall brand identity.
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