Brand Corporate Identity - Task 4

Edita Chew En Thung / 0357357

Brand Corporate Design / Bachelor of Design (Honours) in Creative Media / Taylor's University
Task 4  : Brand Guideline

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Table of Content

1. LECTURES

2. INSTRUCTIONS

3. PROCESS

      i. FINAL

4. FEEDBACK

5. REFLECTION

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LECTURES

• A brand guideline is a concise document that defines the visual and communicative aspects of a brand. Unlike a corporate identity system (used for larger corporations), a brand guideline is simple, practical, and tailored to smaller and younger businesses.
• It provides a consistent and clear understanding of how the brand should look and feel, ensuring all stakeholders (designers, marketers, clients) use the same standards.

Purpose of a Brand Guideline:

• To create visual consistency for a brand across all platforms.
• To clearly communicate the brand identity and its applications.
• To help others understand and apply the brand effectively (logo, colors, typography, and patterns).
  
  

INSTRUCTIONS

fig 1.0 | MIB (Module Information Booklet)

Task 4 Deliverables:

The brand guideline document will be organised into three main sections:

a) The Brand

• Brand Story: PAPAN is a furniture brand that embodies the essence of timeless design, blending timeless elegance with a focus on funtional simplicity. Guided by a deep appreciation for natural materials and a commitment to sustainable craftsmanship, PAPAN aims to create furniture that enhances the beauty and tranquility of any living space.
  
  
• Vision and Mission:
  
  
  VISION
  To be a leader in sustainable, luxury furniture that embodies timeless artistry and uniqueness, merging modern functionality with traditional craftsmanship. Papan envisions transforming living spaces with one-of-a-kind pieces that honor nature, artisanship, and individuality.
  
  MISSION
  
  Papan’s mission is to create eco-sustainable, handcrafted furniture that celebrates uniqueness and premium quality. By partnering with skilled local artisans and using sustainable materials, Papan seeks to craft furniture that is both artful and enduring, enhancing the lives of its customers while preserving the environment.
  
  
• Brand Value:
  
  fig 1.2
  
  
• Brand Positioning Statement: PAPAN is a furniture brand that embodies the essence of unique one-of-a kind-design, blending timeless elegance with a commitment to sustainable craftsmanship. Our meticulously crafted pieces, made from the finest natural materials, are designed to enhance the tranquility and beauty of any living space, while reflecting our core values of simplicity, quality, and environmental responsibility.

b) Visual Guide (Task 2)

This section focuses on the brand’s visual identity, which includes:

• Logo Usage:
  • Primary and secondary versions of the logo.
  • Dos and Don’ts of the logo application (e.g, avoid distorting or altering the logo).
    
    
• Color Palette:
  • Showcase the main brand colours with their hex codes (e.g, dark green, earthy tones).
  • Define primary and secondary colours.
    
    
• Typography:
  • Specify fonts used for headings, subheadings, and body text.
  • Include examples of font usage and hierarchy.
    
    
• Patterns and Graphics:
  • Patterns derived from the logo and how they are applied.
  • Explain the versatility of these visual elements.

c) Applications (Task 3)

• Stationery: Business cards, letterheads, envelopes.
• Digital: Website mockups, social media banners, email signatures.
• Environmental Graphics: Store signage, window displays, packaging, or furniture tags.
• Other Collaterals: Mockups of brochures, tote bags, or branded materials.
  
  
  LINK CAN BE FOUND HERE

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PROCESS

Visual Research

fig 1.3 & 1.4

Moodboard and Visual Inspiration

The visual research focuses on creating a natural, organic, and timeless aesthetic that aligns with the brand values of sustainability, craftsmanship, and eco-conscious design. The visuals reflect themes of artisan work, earthy materials, and elegant simplicity.

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Ideas Behind the Visuals

1. Colour Palette

   • The moodboard explores a colour palette inspired by nature: earthy tones, greens, beiges, and rich browns.
   • These tones evoke feelings of calmness, warmth, and authenticity while mirroring sustainable and natural materials like wood and stone.
   • Inspiration: The colour swatches (seen in the right-hand image) align with Papan's eco-sustainable furniture and interior designs.

2. Textures and Materials

   • Visuals of woven textures, wood grain, stone surfaces, and ceramics emphasize the tactile and handcrafted elements of the brand.
   • These images reinforce the brand's focus on artisan craftsmanship and premium materials.

3. Shapes and Patterns

   • Simple, organic shapes in furniture silhouettes and décor items reflect a minimalist and timeless design.
   • The smaller icons (left side of the moodboard) hint at the inspiration for clean, geometric branding patterns.
   • Abstract logos and hand-drawn illustrations add a personalised, artistic quality to the brand identity.

4. Lifestyle Imagery

   • The interior images showcase calm, curated spaces with wooden furniture, neutral textiles, and greenery.
   • These visuals help to envision how the brand's products integrate into modern, cozy homes.
   • The balance of function and beauty is central to the brand’s aesthetic.

5. Typography and Logos

   • Modern yet simple typography, Helvetica conveys a sense of elegance and simplicity yet it gets the job done.
   • The clean and minimal design of logos reinforces professionalism and timelessness.

The visual research and inspiration help define Papan’s brand direction:

• Successes: Earthy tones and textures resonate strongly with the brand’s sustainable values and aesthetic goals.
• Challenges: Finding a balance between modern minimalism and artisanal details without losing warmth.
• Epiphanies: Introducing natural shapes and patterns derived from the logo added a unique visual language to the brand identity.

Design and layout of the brand guideline was carefully thought for and adhered to the document's layout and margins meticulously, even the design is aligned to the brand's identity. All of this was then consulted with lecturer with overall design and organisation. 

Progression taken step by step and documented in google drive.

Processes are documented in Google drive LINK HERE.

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FINAL

LINK to PUBLISHED SITE HERE

PDF FILE LINK is HERE

fig 1.5

FEEDBACK

fig 1.6

REFLECTION

Observations

Throughout this project, I observed how design serves as a key communicator of a brand's values and personality. The patterns derived from the logo, the moodboards, and other visual elements revealed the importance of consistent and cohesive design in building a brand identity. I noticed how different design elements, such as colors and patterns, create an emotional and psychological connection with the audience, reinforcing the brand's image and promise. This demonstrated that every design choice contributes to how a brand is perceived by its customers.

Findings

My findings highlighted the importance of a methodical and organised approach to presenting work effectively. When I documented each stage, from initial sketches and visual research to the final applications, I realised that a clear progression of ideas helps convey the depth and thought process behind the work. Another key finding was that design iterations and experimentation play a significant role in refining ideas. During the trial-and-error phase, I discovered that certain visuals worked better in creating a unified and premium brand identity for Papan, while others needed to be revised or discarded.

Conclusion

In conclusion, this project reinforced that design is central to brand building, acting as a bridge between the business’s values and its audience. It also taught me the value of presenting work in a structured and aesthetically pleasing way, which enhances professional communication. Reflecting on my strengths, I found that I excel in conceptual thinking and visual research. However, I concluded that I need to improve my time management and decision-making to streamline my process and allocate more time for refining my final outcomes. This reflection will guide me in addressing weaknesses and leveraging strengths for future projects.