BRAND CORPORATE IDENTITY
| 20/04/25-28/06/25
|| Sun Jia Yi / 0370449
|| Brand Corporate Identity / Bachelor of Design (Hons) in Creative Media
|| Task 1 / Breaking Brands
TABLE OF CONTENTS
1. Lectures
2. Instructions
3. Feedback
4. Reflection
LECTURES
Lecture 01: Introduction
Since brand corporate identity emphasizes a company's
visual integrity, it is a crucial component of graphic
design.
"A symbol is a mark, sign, or word that indicates,
signifies, or is understood as representing an idea,
object or relationship."
Lecture 02: Brand
What is the brand?
1. History of the "brand/ branding"
The word 'brand/branding' comes from the Old Norse word 'brandr',
which means "to burn" and refers to the Indus Valley Civilization's
practice of branding animals.
Examples of historical and contemporary branding include:
-Past
- Cattle Branding
- Human Branding
-Present
- Owning that what's your company values and represents
- Giving the customer trust ad loyalty through your words, actions and stories.
2. Definition
A brand is a consumer's instinctive opinion of a good,
service, or business. Businesses can affect this process by
presenting the attributes in a different way, even if they have no
control over it.
A brand is a societally accepted perception of a good, service, company, or even an individual; it is not what you claim it is.
A brand is a societally accepted perception of a good, service, company, or even an individual; it is not what you claim it is.
What is the brand identity?
"A company's brand identity is the culmination of all the
components it uses to provide the best possible image to its target
audience. Although the phrases "brand image" and "branding" are
frequently used interchangeably, they are not the same thing
(DeBara, 20217).
What is the branding(品牌塑造）?
"Branding is the process of giving a particular company,
organization, product, or service a meaning by establishing and
molding a brand in the minds of consumers." The companies used this
tactic to make it easier for consumers to recognize and interact
with their brand, which will encourage them to pick their goods over
those of their rivals. Marion (2015).
Branding can be achieved through:
- Brand definition (Purpose, values, promise)
- Brand positioning statement (What your brand does, target market, benefits)
- Brand identity (Name, tone of voice, visual identity design)
- Advertising and communications (TV, radio, magazines, outdoor ads, websites etc)
- Product design
- Sponsoring and partnerships
- In-store experience
- Workspace experience and management style
- Customer service
- Pricing strategy
What advantages does branding offer?
- makes one stand out in a crowded market.
- Trustworthiness
- Client loyalty, repeat business, and recommendations
- Consistency in branding
- Draw in the right kind of customers
- Save time and money.
- Self-assurance in the workplace
What is a designer's role in branding?
The designer's role in branding is to give form to the
content, strategy and messaging– research (history of
client and product, understanding the target market and
more) and development of a trademark.
Lecture 03: Types of Marks
Terms
1. Logo
Short for logotype, a design speak for a trademark made from a
custom-lettered word. The general term 'logo' refers to all
marks that represent a brand.
Fig 1.1 Examples of logotype, logomark, and signature
- Logotype: A logo centred around a company name or initials.
- Logomark: A logo centred around a symbolic image or icon.
- Signature: when a word and a symbol are combined– also known by its other term "combination mark".
2. Monogram
It is a motif made by overlapping or combining two or more letters
or other graphemes to form one symbol. Often made by combining the
initials of an individual company, used as recognizable
'symbols' or 'logos'.
3. Heraldry
Fig 1.2 Heraldry, Week 3
Heraldry encompasses the design, display and study of armorial
bearings (armoury), together with the study of ceremony, rank,
and pedigree.
- Crest: Distinctive device representing a family or corporate body, borne above the shield of a coat of arms.
- Coat of Arms: Distinctive heraldic bearings or shield of a person, family, corporation or country.
- Insignia: Distinguishing badge or 'emblem' of military rank, office, or membership of an organization.
4. Mark
A mark left on a surface, such as paper, a wall, wood, etc.
when used in conjunction with another noun, such as earmarks,
watermarks, trademarks, etc. These symbols denote identify
or ownership. It is a promise of greatness that reflects the
caliber, aptitude, and skill levels of its creator.
5. Trademark
A legally registered symbol, word, or words that are used
to represent a business or product. A trademark serves the
purpose of identifying. It also serves as legal defense
against theft or infringement of intellectual
property.
A typographic sign that indicates that the preceding word
or symbol has been successfully registered with a national
trademark office is known as a
registered trademark symbol (®).
Lecture 04: Brand Ideals
A brand ideal is a higher purpose of a brand or organization
that goes beyond the product/ service they sell.
The motto is a value, an ideal the company originally aspired
to live by but some believe has long stopped doing so.
Brand values deliver real engagement and direct you towards
more powerful bonds with your target audience.
Ideals are essential to a responsible creative process,
regardless of the size of a company or the nature of a
business:
Mission: "A compelling vision by an effective, articulate,
and passionate leader is the foundation for the best
brands." Baber (2008)
Meaning: The most successful companies represent a
concept, a stance, or a clear set of principles.
Authenticity: Without a firm understanding its market,
positioning, value positioning, value proposition, and
competitive differentiation, this is impossible.
Differentiation: Companies always compete with one
another in their industry, and to a certain extent, with all
other companies vying for our loyalty, attention, and
focus.
Sustainability: Sustainability is the capacity to endure
in a setting that is under constant change and marked by
unpredictable future permutations. It is accomplished by a
sustained dedication to the equity of a core concept.
Coherence: Every time a consumer interacts with a brand,
it should feel comfortable and provide the intended
outcome. The quality is what guarantees that all of the
pricing come together in a way that the buyer finds ideal.
Flexibility: A strong brand identity supports a
company's changing strategy and prepares it for future expansion
and development.
Commitment: In order for a brand to prosper,
organizations make sure that everyone involved is fully
motivated and dedicated. To maintain the brand's integrity
and relevance, it takes motivation and a methodical strategy to
build, safeguard, and improve it.
Value: In order to build and maintain the brand,
measurable outcomes must be produced.
Lecture 05: Positioning
1. Positioning of the Brand
procedure for establishing your brand in the eyes of your
target audience.
Also known as a brand positioning statement, brand
strategy, or positioning plan.
"Creating a brand strategy is like drawing out a map, while
positioning is determining your location and destination."
Willis (2017)
Repositioning a brand is notoriously difficult once it has
been successfully positioned.
In order for the consumer to link your brand with something
particular and appealing that sets it apart from the competition,
positioning aims to leave a lasting impact on them.
2. Various types of positioning strategies:
1. Arm wrestling
This strategy involves challenging the market leader and
succeeding in their domain, particularly when there exists a
well-defined market category without a dominant leader. A prime
example of this is the competition between Coke and Pepsi.
2. Big fish, smaller pond
This approach emphasizes targeting a niche market within a
broader market that is not adequately served.
3. Reframe the market
This strategy involves redefining an existing market using new
terminology. It renders the advantages previously emphasized by
market leaders as irrelevant or unexciting.
4. Change the game
This strategy is applicable when there is no established market
category for your offering. As a pioneer, you have the opportunity
to create your own market. The benefit of this approach is that
you will become the default market leader. However, the drawback
is that, in the absence of significant barriers, competitors may
replicate your model and surpass you before your brand can
solidify its presence.
3. How can one ascertain positioning?
To formulate a positioning strategy, it is essential to first
recognize the distinctiveness of your brand and subsequently
identify the factors that set you apart from your
competitors.
4. Positioning vs Differentiation
Positioning
A strategic approach employed by marketers to ascertain the
specific place or "niche" that a product or service should occupy
within a particular market.
Marketers utilize the positioning process to pinpoint the unique
position they desire a product or service to hold in the
perceptions of a targeted market segment.
This can often be subtle and difficult to perceive.
Differentiation
This concept is closely associated with positioning, representing
the method by which companies ensure that a product or service is
distinct from its competitors.
Differentiation is evident whenever a choice is made between two
products within the same category.
Successful positioning of a product or service relies on the
distinguishing features or attributes that render the
product/service superior to its rivals in the eyes of the target
segment.
By recognizing what renders your
product/service/organization/person unique and what sets it apart
from the competition, one can undertake the essential steps to
strategically position one's brand within the marketplace.
Seven essential steps to clearly define your market positioning
as outlined by Bueno (2019):
1. Assess the current positioning of your brand.
2. Recognize your direct competitors.
3. Analyze how each competitor positions their brand.
4. Evaluate your positioning against that of your competitors to
pinpoint your uniqueness.
5. Create a distinct and value-driven positioning concept.
6. Formulate a brand positioning statement.
7. Evaluate the effectiveness of your brand positioning
statement.
How to formulate a brand positioning statement:
1. Target Customer
What is a succinct overview of the attitudinal and demographic
profile of the target customer group that your brand aims to
attract and engage?
2. Market Definition
In which category is your brand competing, and what context
provides relevance to your customers regarding your brand?
3. Brand Promise
What is the most persuasive (emotional/rational) advantage that
your brand can claim for your target customers in comparison to
your competitors?
4. Reason to Believe
What is the most convincing proof that your brand fulfills its
brand promise?
Example: "For [target customers], [company name] is the [market
definition] that provides [brand promise] because only [company
name] is [reason to believe]."
After developing a robust brand positioning statement, you may
create a tagline or slogan that reinforces the position you wish
to establish.
Positioning statements are intended for internal purposes. These
statements inform the marketing and operational choices of your
organization. Conversely, a tagline serves as an external
declaration utilized in your marketing strategies. The insights
derived from your positioning statement can be transformed into a
tagline; however, it is crucial to differentiate between the
two.
Conclusion
In order to establish your brand in the minds of your customers,
it is essential to begin from within your organization. Every
individual in your company who interacts with customers must
embody the ideal representation of your position.
INSTRUCTIONS
.
Fig1.1 Module Information Booklet
Task 1-Breaking Brands
Timeframe: Week 1-Week 2(Deadline Week 03)
Select an existing brand, preferably a large brand with a
regional or international presence for analysis. Create
individual presentation slides based on the collected
research information on the chosen brand.
TASK 1 - BREAKING BRANDS
Week 1/ Brand Research
We were told to organize a group to do brand
research on a chosen major brand during the
first week of this module, and I has decided to
focus on Rhrode. In accordance with the
MIB framework, we divided our tasks into smaller
sections:
Fig2.1 Task 1 Research Outline, Week
1
Below is my final research information on the brand
Rhrode.
Fig2.2 Brand Research "rhode", Week
1
Week 2/ Presentation Slides
We were directed to generate a presentation
slide the following week, which would be
predicated on the data we had gathered
during the research conducted during the
previous week.
Fig 2.3 Individual presentation slides
for task1 "rhode", Week 2
Task 2A& 2B–Logos (20% Individual)
Timeframe: Week 01 – Week 05 (Deadline Week
06)
A) Research & Analysis
Collect 28 logos and document them with
analysis based on the criteria of:
- The type of logo
- Graphic elements used in the logo construction
- Colour schemes
- Type choice
B) Logo Design
1) Logo in BW, reverse & colour
2) Logo space rationalization &
clearspace
3) Logo with strapline
4) Logo with rationale (brand
ideals)
5) Logo minimum size
6) Brand primary & secondary
colours
7) Logo/brand typeface(s)
8) Patterns derived from logo
9) Logo animation (GIF)
TASK 2A&B Logos
Week 3/ brand Mind maps
After week 1's activity, Ms Lilian
instructed us to create mindmaps
based on our chosen idea from the
second week.
In the beginning, I was a little
confused with the direction for
both my mindmaps as I did not have
a clear structure for my brand
idea. But later, the lecturer
given us the example to help me to
understand what's the good mind
map.
Fig2.1 Mind maps, Week 3
Week 3/ Initial Logo
Sketches
In the third week, we were asked to
begin developing our brand ideas
into logo sketching. The instruction
was to explore different design
variations from the ideas and
keywords gathered in the
mind-mapping stage. I sketched 15
logos design to represent the
minimalist skincare brand.
Here are some of the visual
references that inspired my logo
design.
Fig2.2 Visual References, Week
3
Below are the initial sketches
I've done for week 3.The first
time I was sketched using pencil
but cannot represent my ideas so
clearly.
Fig2.3 initial sketch, Week
3
So after that, I was create the
digital one that helps the
lecturer more understand my idea.
Below is my first version digital
sketch.
Fig2.3 second version
digital Logo Sketches, Week
3
Week 4 / Logo sketch
development
During the discussion with
the Ms.vitiyaa.I received
feedback that i should
create the logo is related
the greek style include the
typeface, colour and change
the letter space to make the
logo looks better. So below
is my third version of my
logo.
Fig2.4 logo sketch
development 1, Week
4
🔹 . High Visual
Impact
As the name suggests,
Impact is designed to stand
out. Its thick strokes and
compact letter spacing make
it extremely eye-catching,
perfect for headlines,
posters, or social media
graphics.
🔹 2. Space Efficiency
Its condensed design allows
you to fit more characters
in a limited space, which is
useful for short but bold
titles or messages where
space is tight.
🔹 3. Strong Hierarchy
Using Impact can help
establish a strong visual
hierarchy, making it easy
for viewers to quickly
identify key messages or
calls to action.
🔹 4. Readability at
Large Sizes
Impact is very readable at
larger sizes, making it a
great choice for display
type (e.g., banners, titles,
signage).
🔹 5. Associative
Strength
Culturally, Impact is
associated with memes
(especially the classic
top/bottom meme format),
which gives it a somewhat
humorous or bold tone
depending on the
context.
So this typeface is really
match my brand concept and
positioning and well
balanced.
Week 5 / Logo
Digitization
In Week 5, we had our
final logo sketch
digitized on Adobe
Illustrator. I began with
do the kerning with
letters and do something
small changes to my logo.
but still got some
problems, the ms.vitiyaa
said i need to change the
weight of the design of
the "E" part-a little sign that goes
up.
here is my overall process
on logo digitization with
several type font
trials:
Fig2.4 logo digitization , Week 4
Logo Structure &
Adjustments
On the logo structure
aspect, I was received
feedback that I should
change the little "e"
part.
Fig2.4 logo
adjustment , Week
4
Fig2.5
Reconstructing logo
, Week 4
So i changed the
original letter to the
black circle and
connected with the
letter "S" and "m"
that feel the full
letter more connected
and also show the
minimalist style also
changed the little
design- a sign to goes
up with "e" part, For
the "e" part I changed
the little sign weight
that fell more
well-balanced.
Fig2.6 Before and
after adjustments,
Week 4
Final Type
Choice
For the typeface, I
choose Gill Sans
with
Impact regular
font as my final choice
to keep it bold and
simple. The font got
heavy stroke weight
to creates a
strong, bold
appearance. And the
characters are
narrow and tightly
spaced enhances
readability and
legibility even at
small sizes. Also No serifs (small
lines at the ends of
strokes), giving it a
clean, modern
appearance.In
summary, Impact
is bold, condensed,
and powerful — perfect
for headlines and
statements that need
to grab
attention.
Fig2.7 Final
font, Week 4
Fig2.8 logo
colour, Week
4
Pattern
Designs
Fig2.9 Pattern
design, Week
4
Fig3.0 Final
Pattern
design, Week
4
Logo GiF
Animation
Fig3.1 Logo
Animation,
Week 4
Week 6/ Final
Submission
Below are final PDF
and GIF files for
task 2A& 2B
submission.
Fig4.1 Task 2B
Final
Submission,
Week 6
Fig4.2
Task 2B Final
Logo
Animation,
Week 6
TASK 3 -
Positioning
&
Identity
Timeframe:Week
07-Week
09(Deadline
Week
10)
Design
relevant
applications
(business
card,
letterhead
&
continuation
sheet,
invoice)
using
the logo
created
whilst
guided
by the
framework
identified
in the
mood
board.
Design
at least
4
collaterals
(t-shirt,
tote-bag,
lapel
pins,
product
packaging
etc.),
design
its
digital
presence
(websites,
social
media)
apply
identity
as
environmental
graphics
and in
simulations
(signage,
shop
front,
reception
desk) as
applicable.
Week 7/Brand
Positioning &
Visual References
In Week 7, we
had a feedback
session on the
brand
positioning
and collected
visual
references for
our brand.
Below is my
documentation
for the
contents in
Positioning
with examples
of visuals for
my mockup
application.
Fig5.1
Brand
Positioning,
Week 7
Week 8/MockUp
Application
Positioning &
Identity
presentation
In the week
following
independent
learning week 9,
we were tasked
with developing
presentation
slides to
illustrate our
brand's
positioning, along
with visual
references of
application
examples that
serve as
inspiration for
our logo
application.
Application
Throughout the
independent learning
week, we were also
directed to develop
mockup applications to
illustrate and
reinforce the brand's
position and
identity.
Below are the
contents needed
for us to
create:
- Corporate Stationery (Receipt, Envelope, Letterhead)
- Collaterals (4: Namecard, Shopping Bag, Towel, Candle)
- Digital Presence (Instagram & Website Landing Page)
- Environmental Graphics (2: Billboard, truck)'
Initial Mockup
Application(Attempt
1)
Below is my progress
on the application in
early Week 9, as shown
in the feedback
comment from lecturer,
most of my artwork
designs for the
application is wrong.
And the colour is so
flat and grey need to
add more
layer.
She also commented
that my designs for
mock up that need to
do something related
to my brand such as
candle, towel,
shopping bag or
something, as these
materials are used
to communicate the
brand to the
customers.
Artwork &
Application
Process:
So I started to do
my Mock up and
change of the
design, focus on the
logo of the design
to enhance
consistent design
patterns in my
brand.
1. Corporate
Stationery
- Letterhead & Receipt, Envelope
For the overall
layout of
letterhead,
Receipt, and
Envelope, I was
inspired by the
minimalist themed
letterhead and
envelope designs,
where I mainly
aimed for a simple
and minimalistic
design layout with
minimized colour
schemes of Grey
and Soft
Pink.
Fig6.2
Letterhead
Design &
Application,
Week 9
Fig6.3
Receipt Design
&
Application,
Week 9
Fig6.4
Envelope Design
&
Application,
Week 9
2.
Collaterals
Somae's first
promotional item was
the shopping bag
created specifically
to shop and promote
the brand 's
services and
experience customers
will know which
receiving once they
see our shopping bag
packaging.
Fig6.5
Shopping bag
Design &
Application,
Week 9
Business
Card
These business
card kits are
designed
specifically for
the somae brand
to enhance its
image and
facilitate
communication
customers can
easily find our
contact
information and
make a lasting
impression.
Fig6.6
Name card
Design &
Application,
Week 9
Towel
This is
our towel
item, the
design
still
continues
to be
minimalist
and
printed
with
somae's
earthy
pink
logo.
Fig6.7
Towel
Design
&
Application,
Week
9
Candle
This is
one of our
collections
for some
goods.
Candles we
hope that
our
customers
can enjoy
the
refreshing
floral
scent
while they
are doing
their
skincare
treatments
so that
they can
develop
brand
loyalty to
our
brand.
Fig6.8
Candle
Design
&
Application,
Week
9
3.
Digital
Prsence
Instagram
This is
somae's
social
media
page on
instagram.
This
social
media
page
featured
our
brand's
merchandise
and
environmental
graphics
as well
as brand
messaging.
Fig6.9
Instagram
Design
&
Application,
Week
9
Website
This is
our
website
landing
page
with
overall
design
derived
from the
branf
pattern
and
elements
used in
somae's
logo.
Fig6.10
Website
Design
&
Application,
Week
9
4.
Environmental
Graphics
Billboard
This
is
somae's
billborad,
used
to
promote
somae's
products,
services
or
events
to a
wide
audience
through
large
outdoor
displays.
Create
a
memorable
impression
of
somae,
effectively
increase
brand
awareness,
trigger
direct
action
and
boost
sales.
Landing
page
with
overall
design
derived
from
the
brand
pattern
and
elements
used
in
somae's
logo.
Fig6.11
Billboard
Design
&
Application,
Week
9
Truck
Fig6.12
Truck
Design
&
Application,
Week
9
Fig6.13
T3
Final
Submission,
Week
9
Task 4
Brand
Guideline
Week
10/Grid
Structure
&
Initial
Layout
In
week
10,
we
had
a
group
consultation
where
we
each
shared
the
chosen
grid
structure
and
initial
layout
designs
for
brand
guideline
slides.
I
had
a
misunderstanding
at
the
beginning
of
this
task
where
I
misinterpreted
the
document
size,
so
I
resized
my
document
to
the
correct
size
of
A4.
I
decided
to
go
with
a
5*5
grid
style
for
the
grid
structure.
Fig7.1
Initial
Layout
Design
Week
10
Week
12/
Final
Check
&
Updates
Week
12
was
our
final
week
before
the
submission
of
Task
4.
Below
is
the
final
layout
draft
design
for
my
brand
guideline
(with
text
filler).
Fig7.2 Initial Design Week 10
Final
Submission
Fig7.3 Final Somae Brand Guidelines ,Week 13
FEEDBACK
Week 2
I spoke with Ms.vitiyaa during the
second week to find out whether the
research was doing well enough to move
forward with presentation slides. Ms.
remarked that while it appears to be
well-designed, the final framework
(brand communication plan) need some
visual examples, such as the social
media teaser campaigns stated.
Week 3
Week 3
We were told that we should examine the
"Benefits" part of both brand profiles
more closely, considering both the
perspectives of the employees and the
customers. Based on the provided
structure, the remainder of the research
study is nearly accurate.
Individual Feedback
I received feedback that my
presentation lacked visual examples
to illustrate the brand's
communication strategy framework,
and more paraphrasing and summary
are needed when putting down
information on the slides as the
submitted presentation heavily
relied on research
information.
Week 4 - Week 6
The final logo design was fully and
consistently supported by the
lengthy and well-documented logo
design evolution. Compared to the
black and white version, the color
version of the logo design more
accurately depicts the separation
between the front and back parts
(box sides for front elements, legs
for outlines, etc.). The text logo's
color version is absent. Perhaps
this version just needs a single
line component headroom rather than
a stacked two-line component, as the
slogan-adorned logo does not respect
the logo headroom.The second logo with the subject line
is no different. Verify that the
minimum logo size is appropriate (it
seems smaller than it is designated).
The "highlighted" line detail on the
disk is not visible, hence the second
version of the logo's minimum size is
too tiny. Please specify which of the
proposed brand colors is the major
color and which is the secondary
color. Even if only one typeface is
recommended, the astute usage of font
families demonstrates sensitivity to
the typography in a unique yet
consistent way. The gif is done
beautifully.
Week 7
Specific: Need to change
something for e part and looks the
word more balance.
General: All of the Task 2 should
be submitted by next
week.
Week 8:
Self learning week
Week 9:
By Sunday, refine the brand
guidelines into the updated
template. Choose the
products or uses that your brand
need.
Week 10:
Complete the brand profile,
including positioning and
values. Next, gather and
choose applications and
collateral that are appropriate
for Somae.
Week 11:
The theme, moodboard, and
supporting materials were
presented. The proposal
that was provided was
accepted; the mockup will now
proceed.
Week 12:
Make the mockup of the
environment more
accurate. Task 3 must be
turned in by Thursday, July 10
at 8:00 AM.
Week 13:
The day of the
presentation.
Week 14:
General Feedback:
if your task 4 got problem
Please renew it and post
in the google drive.
Specific Feedback:
For my task 4. the book of
the words got kerning
problem please resize the
word and change the
background
colour
REFLECTION
Experience
Working on this project gave
me the opportunity to review
my progress to date and
enhance the identity of my
business. This assignment gave
me the opportunity to develop
a number of brand details
during the positioning phase
and to visualize them using
mockup programs and designs
that incorporate several logos
and colors.
Observation
Observation
Additionally, I discovered
that selecting appropriate
mockup application models is
essential for this assignment
because such items are
intended to best depict the
brand's services and what the
company hopes to communicate
to its clients in terms of its
vision and goal.
Findings
For me, it was crucial to pay
close attention to details and
adhere to logo positioning
guidelines while creating
artwork since this allowed me
to create several application
artwork iterations while
maintaining brand
coherence.
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