Brand Corporate Identity / Task 2: Logo

13.09.2022 - 27.09.2022 (Week 03 - Week 05)

Adeline Wong Chyn Nee / 0344017 / Tai Li Lian & Mr. Vinod

Brand Corporate Identity

Task 2 / Logo

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LECTURES

Notes

Week 03 Lectures: Types of Marks

In week three’s lecture, we were taken through the topics of Logo, Monogram, Heraldry, and Trademarks. 

Many people are confused about the difference between a logo and a monogram, although most designers and marketing experts have a basic understanding of the nuances within the definitive applications of brand identity, some may find them confusing. So in this lecture, we will be touching on this specific topic. 

A few terminologies are shown such as emblem, token, sign, mark, letter, hieroglyph, ideogram, logo, badge, and many more.  They are all a symbolic representation of the brand and are referring to similar things

Terms

Logo:

"The term 'logo' is short for logotype, design speak for a trademark made from a custom lettered-word (logos is Greek for word). The term logo caught on with people because it sounds cool, but what people really mean is a trademark, whether the term is a logo, symbol, monogram, emblem, or another graphic device." (Neumeier, 2003)

A logo is many times mistaken as a symbol that represents a brand, however, a logo can be anything, it can be a logotype, a logo mark, or a combination of both. A logo is all marks that represent a brand.

Fig. 3.1 Google logotype

Logotype (a.k.a wordmark): Having words in a logo became a trend in the 70s and therefore made logotypes.

Fig. 3.2 Apple logomark

Logomark: It’s having a logo centered around a symbolic image or icon (Apple, Shell, McDonald)

Fig. 3.3 Pepsi signature

However, there is this thing called the signature. It is basically a combination mark where a symbol and a word are combined.

Monogram:

A monogram is a motif made by overlapping or combining two or more letters or other graphemes to form one symbol. Monograms are often made by combining the initials of an individual or a company and used as recognizable 'symbols' or logos.

"The original Greek meaning of the term 'monogram' is a 'single line', understood as something written or drawn in outline (Mollerup, 2001)"

Fig. 3.4 & 3.5 H&M and Coco Chanel's Monogram

Examples:

-The Chanel logo

-Volkswagen logo

-Hewlett Packard logo

Fig. 3.6 The infamous VOC's monogram (source: BCI lecture)

We were shown another example of an infamous monogram, VOC, the Dutch East India Company, that started off as a spice trader. They dominated the world economic systems but they also plundered, murdered, and stole vast amounts of wealth and knowledge through conquest and colonialism; subjugating a vast number of people, principalities, kingdoms, or states - for profit and greed.

I felt it was interesting that Mr. Vinod included a historical anecdote to give us more context about the history of this infamous VOC monogram. He carried on by explaining how the Dutch colonizers wouldn’t admit defeating to the culture warriors of tranquil under Raja Mata, in 1741. These are the facts left out of the historical book because the colonizers never want people to think that they could be defeated. These colonial mindsets still exist in our society like we see in mass media that is governed and dominated by them.

Heraldry:

Fig. 3.7 Anatomy of heraldry (source: BCI lecture)

"Heraldry is a broad term, encompassing the design, display, and study of armorial bearings (known as armory), together with the study of ceremony, rank, and pedigree". It is generally European in its origin. Even though the concept of symbols/seals/flags representing, royalty, armies, or empires is not exclusive to Europe, this particular style of a composite of visual elements that make up the heraldic symbols is however Eurocentric in nature.

Other terms:

Fig. 3.8 Diagram of a Coat of Arms (source: BCI lecture)

The heraldry symbols are broken down:

Each of the symbols, such as the shield holds different elements that symbolize the different meanings of historical origins. Another element is the wreath, they are sometimes seen in school heraldry.

Crest: A crest is a specific device representing a family or a corporate body, borne above the shield of a coat of arms, or separately reproduced.

Coat of Arms: A Coat of Arms is a distinctive heraldic bearing or shield of a person, family, corporation, or country.

Insignia: An Insignia is a distinguishing badge or 'emblem' of military rank, office, or membership of an organization: a khaki uniform with a colonel's insignia on the collar | the royal insignia of Scotland.

Modern heraldry:

Fig. 3.9 Modern heraldry (source: BCI lecture)

Examples:

• ups (Parcel Service)
• Porche (Car Maker)
• Universiti Malaya (University)
• 
  

Monsho (Japanese emblens):

Fig. 3.10 Monsho, Japanese emblens (source: BCI lecture) 

Monshos are used to decorate or identify an individual, a family, an institute, or a business recently. It functions like European heraldry but has a different approach and look.

Mark:

Fig. 3.11 Italian renaissance printers mark (source: BCI lecture)

By itself, it just means an impression made on something, paper, wall, wood, etc. However when combined with other words, i.e. trademark, watermark, earmarks, farm marks, ceramic marks, stonemasons' mark, hallmarks, printers' marks,s, and furniture marks. These marks signify ownership or identification. They represent the quality, ability, and skill levels of their creator, and with that comes a promise of excellence.

Trademark:

A trademark we know of means two things, one is the trademark in law and another in branding. In many countries, the term servicemark, which is an addition to the trademark, holds legal weight.

In branding, a trademark is a symbol or word legally registered or established by use as representing a company or product. It functions as an identity that takes place within a design program. There are two levels to controlling a corporate identity, one is at an organizational level and one at a product level.

For example, Apple. These are just some examples shown during the lecture of the trademarks they have registered and has legal right over.

Fig. 3.12 Apple trademark list (source: BCI lecture)

In legal terms, a trademark can be used as legal protection against intellectual property infringement or theft.

Fig. 3.13 servicemark (source: BCI lecture)

A servicemark or service mark is a trademark widely used in the United States and other countries to identify a service rather than a product. They are temporary as they are ‘unregistered’ marks until it becomes recognizable trademark.

Fig. 3.14 registered trademark (source: BCI lecture)

Lastly, Mr. Vinod recommends two books for us to get a better understanding of them:

1. Marks Of Exellence by Per Mollerup
2. Brand Gap by Marty Neumeier

Mr. Vinod shared a quote by Marty Neumeier to end the lecture:

"IBM uses a monogram, while Nike uses a symbol. Both are trademarks but neither are logos. What really matters here is that a logo or any other kind of trademark is not the brand itself. It's merely a symbol for it.

Week 04 Lectures: Brand Ideals

In the week four lecture, we were taken through the topics of Brand Ideals, by separating the word brand and ideal, we learn about what it actually means.

From the lecture, a brand is a person's gut feeling about a product, service, or company while companies can't control this process, they can influence it by communicating the qualities that make this product different than that product." (Neumeier, 2003)

While the term Ideal connotes the satisfaction of "one's conception of what is perfect and most suitable

That makes a brand ideal a higher purpose of a brand or organization that goes beyond the product or service they sell. "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)

It is important for shared belief to be there amongst the people we work with, without that, it is difficult to achieve brand ideals and to reach out to the consumers.

Example:

Google

We were shown an example from Google, where their unofficial brand ideal was "Don't be evil." However, was taken down quietly in 2018 as they succumbed to their evil side in recent years.

Fig. 4.1 Google "Don't Be Evil" (source: BCI lecture)

According to Couchman (2017), brand values deliver real engagement and direct you toward more powerful bonds with your target audience. The best brand value examples work because they are reflective of customer ideology, but they still embrace the passions of the business in question."

Nike- "Just Do It." (1988)

It featured the former NFL quarterback and the slogan: “Believe in something. Even if it means sacrificing everything. Just do it.” In 2016, Kaepernick started to kneel for the pre-game national anthem in protest of racial injustice in the United States. (The Guardian, 2019)

Fig. 4.2 Nike "Just Do It" (source: BCI lecture)

This happening made Nike the first to capitalize on this concept, and it became brand famous. With that, Nike commercialized their brand ideal to connect with their consumers, making them stand out from their competition.

Apple- "Think different." (1997)

In 1997, Apple was struggling to earn its share of the marketplace, so it launched the "Think Different" campaign to clarify its brand values for its audience, employees, and shareholders alike.

Fig. 4.3 Apple "Think different" (source: BCI lecture)

Apple is focused on making the best, most creative products in the world while keeping technology simple for the masses and one that focuses on quality over quantity.

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Brand Ideals and Definition

In this section of the lecture, we looked into the definitions of brand ideals

Ideals

Every brand's ideals are built on its values, ideals are important to a responsible creative process, no matter how big or small. These are the general ideals:-

Fig. 4.3 General values (source: BCI lecture)

Vision

A compelling vision by an effective, articulate, and passionate leader is the foundation for the best brands." (Baber, 2008) "Vision requires courage. Big ideas, enterprises, products, and services are sustained by individuals who have the ability to imagine what others cannot see. And the tenacity to deliver what they believe is possible. Hearing the vision face to face is critical to the identity process.

It's not enough to just imagine but to put it into action. Examples of visionary people are Muhammad Ali and Kaepernick.

Fig. 4.4 Muhammad Ali (source: Britannica)

As a result, leaders who take the time to share their most audacious dreams and challenges frequently understand the power of symbols. They also value storytelling to build their culture and brands." (11 digits, n/d)

Meaning

According to Baber in 2008, the best brands stand for something--a big idea, a strategic position, or a defined set of values.

Meaning is rarely instant, and it develops through time. Designers turn meaning into distinct visual shapes and expressions. This meaning must be clarified so that it can be understood, communicated, and approved. Given this, all parts of the brand identification system should be supported by a framework that represents meaning and logic.

Authenticity

Being true to ourselves is important and having the customer see that is also as important.

Authenticity is not possible without an organization having clarity about its market, positioning, value proposition, and competitive difference." (Baber, 2008)

Fig. 4.5 Infographic on brand authenticity (source: The Smarter Way)

"Authenticity refers to self-knowledge and making decisions that are congruent with that self-knowledge. Organizations that know who they are, and what they stand for, start the identity process from a position of strength. They create brands that are sustainable and genuine. The brand expression must be appropriate to the organization's unique mission, history, culture, values, and personality. Customers identify with personal, memorable, and above all, what they perceive as authentic.' (11 digits, n/d)

Sustainability

Sustainability is the ability to have longevity in an environment in constant flux and characterized by future permutations that no one can predict" (Baber, 2008)

"Brands are messengers of trust. We are all moving at blinding speed. Our institutions, technology, science, lifestyles, and vocabulary are in a state of continuous flux. Consumers are reassured by trademarks that are recognizable and familiar. Sustainability is achieved through a commitment to the equity of a central idea over time. Also, the capacity to transcend change." (11 digits, n/d)

Coherence

Whenever a customer experiences a brand it must feel familiar and have the desired effect.

Whether a customer is using a product or talking to a service representative, even if they are making a purchase on their iPhone, the brand should feel familiar.

Coherence is the quality that ensures that all the pieces hold together in a way that feels ideal to the customer. It is a baseline that is designed to build trust, foster loyalty, and delight the customer. A brand identity system is unified visually and structurally. It builds on cohesive brand architecture and utilizes specially designed colors, typeface families, and formats. The identity system advances immediate recognition of the company and supports brand attributes across various media." (11 digits, n/d)

Flexibility

An effective brand identity positions a company for change and growth in the future. It supports an evolving strategy, which is why brands need to be flexible.

"Innovation requires brands to be flexible. Brands that are open to change need to have flexible brand identity systems in place. Because of that, it's necessary for them to quickly seize new opportunities in the marketplace. The brand identity toolbox encourages creativity within parameters that always keep the brand immediately recognizable. Certainly, a carefully designed balance between control and creativity makes it possible to adhere to identity standards. All this while achieving specific marketing objectives." (11 digits, n/d)

Commitment

Organizations need to ensure all people engaged with the brand have complete motivation and dedication in order for it to succeed." (Baber, 2008)

A brand is an asset that you have to protect, preserve, and nurture. Actively managing the asset requires a top-down mandate and a bottom-up understanding of why it is important. So it's a two-way street. Building, protecting, and enhancing the brand requires desire and a disciplined approach to insure its integrity and relevance. The mantra is to keep moving. Thus, with ongoing management, dynamic adherence to the central idea, monitoring of standards that help preserve the asset, and tools the organization needs to build its brand." (11 digits, n/d)

Value

Measurable results need to be created that promote and sustain the brand." (Baber, 2008)

"Creating value is the biggest goal of most organizations. The quest for sustainability has expanded the value conversation with consumers. Being socially responsible, environmentally conscious, and profitable is the new business model. Finally, a brand is an intangible asset. Above all, brand identity, which includes all tangible expression from packaging to websites, upholds that value." (11 digits, n/d)

Conclusion

In conclusion, many companies are doing well because they focused on their ideas instead of profit as they better equip their employees to tap into their deepest reservoirs of intuition and imagination to address the changing reality as it unfolds. Second, they create deep relationships with customers who are yearning for connection, for the community, and for participation in something bigger than themselves.

Lastly, we were shown a quote by Geoffrey Zakarian which says "Determine who you are and what your brand is, and what you're not. The rest is just a lot of noise."

Fig. 4.6 Quote by Geoffrey Zakarian (source: BCI lecture)

Week 05 Lectures: Positioning

In the week five lecture, we were introduced to the topic of positioning and how are they used by well-known brands. We first got to know its meaning.

Introduction

What is positioning?

Positioning refers to the place that a brand occupies in the minds of the customers and how it is distinguished from the products of the competitors.

[insert image of Volvo cars]
Once a brand has been successfully positioned, it is difficult to reposition. An example was shown to us where the automobile brand Volvo, positioned itself as. tough car and quickly became the number one choice for families, which means that they have faced the unintended consequence that resulted in an unappealing perception of less "sex-appeal". In a way, this hurt the brand later on for its other products.

According to Johnson (2010), it is stated that many companies fail to stand out from the pack as they flounder in a sea of sameness, so in order to break through all the noise in the market, a company should know what its competition is not doing, he calls it finding the whitespace.

According to Bueno (2019), the point is to be distinct from the rest of the marketplace by creating a unique impression in the customer's mind so that the customer associates something specific and desirable with the brand.

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Types of Positioning

It is important to have a positioning strategy to transition from a small to a big company, the four types of positioning were created by Willis in 2017.

1. Arm wrestling

With arm wrestling, one is trying to take on the market leader and beat them at their own game. However, this approach is extremely time and money costly.

2. Big fish, smaller pond

[insert images of maccentric and mac]

This strategy focuses on a niche market within a larger market that is being underserved and the larger player is not meeting a specific need. A good example told in the lecture is the one between Maccentric and Mac, whereas Mac requires the customer's lot of effort and time for their service, Maccentric comes to the customer's door instead, sometimes providing even better servicing.

3. Reframe the market

[insert image of Apple think different]

Reframing the market makes the benefits highlighted by previous market leaders irrelevant, or frankly boring. This works if the product or service features innovation that meets the market's needs. An example is Apple when they launched the think different campaign, which sets them apart from the current competition.

4. Change the game

[insert image of uber and grab]

This is the strategy where there is no market category for what the company does because they are the first to invent it. You know you are successful in changing the game when people say things like "I'm going to uber to my workplace." With this strategy, the company becomes the default market leader, however, the downside is that people are able to copy and beat the existing market leader brand. Examples of this are Grab aka MyTeksi.

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Positioning VS Differentiation

Next, how do we determine the positioning? In order to create a positioning strategy, one must first identify the brand's uniqueness and determine with differentiates the brand from its competitors.

In this sub-topic, we were told to get comfortable with the confusion, to judge and analyze the possible explanations and come up with the best option.

According to Lumen, this is the definition of positioning and differentiation. One has more to do with the mind and one is more driven by a visible product, there is a clear difference.

Positioning:

Positioning is a strategic process that marketers use to determine the place or "niche” an offering should occupy in a given market. Marketers use the positioning process to identify the distinctive place they want a product or service to hold in the minds of a target market segment. Positioning can be subtle and hard to detect. 

Differentiation:

Differentiation is closely related to positioning. Differentiation is the process companies use to make a product or service stand out from its competitors. Differentiation is at work any time you're choosing between two products in the same category.

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In the book Brand Gap by Marty Neumeier, Greg Gall would demand unambiguous answers to 3 little questions which are:

1. Who are you?

2. What do you do?

3. Why does it matter?

If one can answer these three questions then they have a brand.

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7 key steps to effectively clarify your positioning in the marketplace

Next, in identifying what makes your product/service/org/person unique and what differentiates it from the competition, one can take the necessary steps in the process to position strategically brand in the marketplace.

According to Bueno (2019), there are 7 key steps to effectively clarify your positioning in the marketplace:

1. Determine how your brand is currently positioning itself

2. Identify your direct competitors

3. Understand how each competitor is positioning their brand

4. Compare your positioning to your competitors to identify your uniqueness

5. Develop a distinct and value-based positioning idea

6. Craft a brand positioning statement

7. Test the efficacy of your brand positioning statement 

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Lastly, how does one create a brand positioning statement?

According to Bueno (2019), there are four essential elements of a best-in-class positioning statement:

1. Target Customer: What is a concise summary of the attitudinal and demographic description of the target group of customers your brand is attempting to appeal to and attract?

2. Market Definition: What category is your brand competing in and in what context does your brand have relevance to your customers?

3. Brand Promise: What is the most compelling (emotional/rational) benefit to your target customers that your brand can own relative to your competition?

4. Reason to Believe: What is the most compelling evidence that your brand delivers on its brand promise?

Forming the positioning statement

After thoughtfully answering the questions, one can now craft their positioning statement with the formula.

For [target customers], [company name] is the [market definition] that delivers [brand promise] because only [company name] is [reason to believe].

Example:

For World Wide Web users who enjoy books, Amazon.com is a retail bookseller that provides instant access to over 1.1 million books. Unlike traditional book retailers, Amazon.com provides a combination of extraordinary convenience, low prices, and comprehensive selection.

From there, one can create a tagline or slogan from the brand positioning which can help establish the position one is looking to own in their brand. We also have to always remember that brand positioning is for internal use to give the brand and the people direction, however, a tagline or slogan is what the brand stands for, it's like a summed-up version of brand positioning. 

[insert amazon example from a lecture]

Conclusion

To position your brand in your customer's minds, you must start from within your business. Every member of your organization that touches the customer has to be the perfect expression of your position. You are only as good as your promise.

A brand promise is important because it manifests itself in a brand's promise to the customer.

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Lastly, we shared a quote by Oscar Bimpong which says "Positioning in pursuit of your purpose is critical to your success in life. Remember, great strikers are found in the proximity of the penalty box. That is strategic positioning."

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INSTRUCTIONS

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Task 2A / Logo

Week 03- Week 05

For the first task in task 2, we are required to collect 28 logos, 2 every day for 2 weeks. We are allowed to pick both good and/or bad ones. What we have to do it to pick the first two logos we see at the start of our days and continue on the next 2 weeks until we get a total of 28 logos.= It can be upon stepping out of the house, browsing the internet, driving, etc, and if the logos has already been done before then we should skip to the next one.

All 28 logos are to be documented using Google Slide and embedded in our eportfolio post. 

For my task, I have collected different logos from the ones I see to the ones I found relevant on the web. I have collected them into a Google slides in Fig. 5.1.

FINAL SUBMISSION

Fig. 5.1 Compilation in Google slides

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Task 2B / Logo

Week 03- Week 05

While doing our task 2A, we are also required to create sketches for our logo ideas, we are to show at least 20 each week, in order to eventually develop them into our digitalized logos. We first have to use mindmaps to plan out the concept, shapes, color, and elements of the logo, then from there, we branch out different ideas while creating our sketches.

Later on, we will be narrowing the sketches down to a few promising ideas and concepts which will then be digitalized, in many different ways.

The various evolution of the draft logo must be documented meticulously, labeled, and described at every stage in our eportfolio post. 

Mindmap of Ideas

Before we start to sketch, we are tasked to use mind maps to identify important keywords or key visuals. From there only we can further develop our ideas into sketches.

Fig. 6.1 Mind-map for Tofuse

A. Sketching Process

In order to solidify our ideas, we are tasked to get to sketching our ideas based on our mind maps.

First week's sketch:

In the first week, I sketched 22 ideas ranging from logotypes, and logomarks, to a combination of them.

Unfortunately, there is one missing page from the first week, due to unknown reasons.

Fig. 6.2 Week 01 Sketch 01

Fig. 6.2 Week 01 Sketch 01

I further developed ideas 9 and 10 from sketch 01, and ideas 1-7 from sketch 02.

Second week's sketch:

In the second week, I misinterpreted the instruction and only did 10 sketches which are ideas that are further developed from the first week. Ms. Lilian preferred the first, second, and fourth sketch ideas from the first column.

I did extra for the following week to make up for my missing sketch ideas amount.

Fig. 6.3 Week 02 Sketch 01

I further developed ideas 2-4, and 6 from week two's sketches, these three ideas will be my final three that I will further develop with the goal to find one or a few promising ideas to digitalize. 

Third week's sketch:

In week three, I created spreads of sketches from last week's ideas, and from there I will hopefully choose my final three ideas to digitalize.

Fig. 6.4 Week 03 Sketch 01

Fig. 6.5 Week 03 Sketch 02

Fig. 6.6 Week 03 Sketch 03

From the feedback session, I have decided to digitalize ideas 2 from sketch 01, idea 7 from sketch 02, and idea 1 from sketch 03.

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B. Digitalization Process

For my digitalization process, I have chosen 3 ideas to explore in terms of what it would look like after constructing the basic shapes in Illustrator.

Idea #1:

For my first idea from the sketches, I have chosen to digitalize these repetitive organic-like lines that initially were supposed to have metal-like textures feathering out from the bottom of each line.

Why I didn't develop this idea:

After constructing the basic lines, I soon realized that it didn't really fit my brand's image, as I was going for more of an edgy yet classy brand look. This logo idea was leaning more toward a clean and simple look, so I decided to scrap this idea. 

Fig. 7.1 Idea #1 

Idea #2:

For my second idea from the sketches, I have chosen to digitalize this bubble and light flare-like forms with the meaning of fusing the shapes together, just like the brand's name, TO.FUSE.

Why I didn't develop this idea:

After creating the basic shapes for this idea, I did not see its potential to further develop this idea, I felt that there are limitations regarding the color and overall execution, despite having some shadings and gradients on it.

Fig. 7.2 Idea #2

Idea #3:

For my final and chosen idea from the sketches, I have chosen to digitalize this stroke-like logo combination with a slight edginess while still maintaining classiness with the balanced space created later on.

Why I chose to develop this idea:

After creating the base for this idea, I immediately saw some space for improvements, and after tweaking some details on the strokes, directions, and placement. This idea gives out a classy look while having a level of sharp personality which myself and Ms. Lilian really liked.

Fig. 7.3 Idea #3

C. Logo Development:

1. Form improvement

In the first stage of logo development, I started by improving the form of the logo. As seen in Fig. 8.1, the form was initially not distinguishable as the letters T and F. However after some explorations of form, I have decided on a direction for the new form which can be seen in Fig. 8.3, this form will then be further improved in the later stage.

Fig. 8.1 Form improvement 1 and 2

Fig. 8.2 Form improvement 3

2. Creating space rationalization

In this stage of development, I have created a space rationalization as required and advised by Ms. Lilian. Since my logo shape contains organic shapes and lines, I was advised to try to create the space rationalization with the oval shape, and develop from there. With this idea, I improved the placement of the wordings within the logo as well as create a base for the clear space of my logo.

Fig. 8.3 Space rationalization

The grid of my grid rationalization can be seen in Fig. 8.4, ovals are used to rationalize the organic forms in this logo.

Fig. 8.4 Space rationalization grid

3. Improving details

In this stage of development, I corrected some small details that seemed too out of place. Details like the top part intersection of the letter f. Also, the right side intersection of the letter T. Lastly, I also adjusted the weight of the strokes so the thick and thins really show even when the logo is minimized, and seen from a slightly further distance.

Fig. 8.5 Improved details and placement

Next, I tested the type with different font families and decided on my final font choice which is Noteworthy. I chose this font as it balances out the sharpness of the form and gives a more approachable look.

Fig. 8.6 Improved details and placement

4. Adding shapes and colors

In this next part, I played around with shapes and colors. I tried adding an additional oval shape to form fixed outlines for the logo as it was looking ambiguous without it. given its organic form. Next, I also played around with colors by adding a silver and gold material look onto the logo with the effects feature called "3D and materials".

Fig. 8.7 Improved details and placement

The following shows two attempts to texturize and color the added shape of the logo:-

Failed attempt:

This is another attempt that I did with the same effect however with this one, I tried in on the oval shape behind the logo. This attempt was not favorable as the content is not unclear as the material is too textured and takes too much attention away from the actual logo. 

Fig. 8.8 Failed attempt- textured material

Preferred attempt:

This is another attempt that I did but with a different effect, this was suggested by Ms. Lilian that instead of applying the "3D and material" textures, I should use a normal gradient. So I tried and the result came out well, it was later used chosen as one of the final options for my final colored logo.

Fig. 8.9 Preferred attempt- radial gradient

5. Final detailing and options

In this next part, I played around with shapes and colors. I tried adding an additional oval shape to form fixed outlines for the logo as it was looking ambiguous without it. given its organic form. Next, I also played around with colors by adding a silver and gold material look onto the logo with the effects feature called "3D and materials".

Fig. 8.10 Finalising the form - create consistency

Lastly, I have come down to two final colored options to choose from. I had a dilemma choosing the two options however, with the help of my coursemates and of course Ms. Li Lian, I decided to choose the first option (left), which is the one with silver material and no gradient.

Fig. 8.11 Two final color options

FINAL SUBMISSION

1) Logo in B&W, reverse, and color

Fig. 9.1 Logo in B&W

Fig. 9.2 Logo in reverse

Fig. 9.3 Logo in color

2) Logo space rationalization & clear space

Fig. 9.4 Logo in space rationalization

3) Logo with the strapline

Fig. 9.5 Logo with the strapline

4) Logo with rationale (brand ideals)

Fig. 9.6 Logo with rationale (brand ideal)

5) Logo minimum size

Fig. 9.7 Logo minimum size

6) Primary & Secondary colour

Fig. 9.8 Primary colour

Fig. 9.9 Secondary colour

7) Logo's or brand's typeface

Fig. 9.10 Brand's typeface

8) Patterns derived from the logo

Fig. 9.11 Three patterns derived from the logo

9) Logo Animation (GIF)

Fig. 9.12 GIF Logo animation

Final submission in PDF:

Fig. 9.13 Final submission in PDF

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FEEDBACK

Week 05:

General Feedback:

During the briefing for our task 2A, During the briefing for our task 2A, we were told not to not make the logo too stiff so we have to look at our own logo and figure out the measurement with other component. We were explained further the requirements for this task.

• We have to have a clear space around our logo, they are to indicate one clear space that seperates our logo from the type, and other elements. So we need indication of where it derived from, which has to be from the logo.
• A strapline is creating a space with your logo and a text line
• Logo with rationale is a block of text (rationale) that we have to lay beside the logo
• We are to determeine which point the component will still be visible for logo minimum size
• For primary and secondary colour, we need to have the colours palette that compliments the brand, and also a secondary set of colour (suggesting colours for the brand)
• Some of our logos have workmarks (choose one), indicate the logo typeface, we can also suggest a brand typeface, so any typeface that are suitable to be used for our brand)
• For patterns derived from the logo, just take apart and repeat certain components from the logo, come out with a min of 2 pattern from the logo. Do not distort the components and just put them together based on our creativity.
• For our logo GIF animation, it’s just a short GIF to show our logo would look in an interactive space
• Format for submission is landscape A4, margin space of 20mm, description on the bottom left (only Helvetica or Ariel) in 9 pt uppercase.
• REMINDER: For each items, have a seperate page (even primary and secondary colour), only logos and brand should be coloured, the rest should be b&w

Specific Feedback:

During the specific feedback, I showed Ms. Lilian progress with my logo with colour. She thinks that the silver attempt is good however some parts of the strokes can be improved. I also showed her another attempt that I did with texture, and I was advised to stick to the first attempt because it is too complicated. Ms. Lilian then advised me to instead add a gradient and it came out better than the second attempt. In class, Ms. Lilian let the students choose which one to go for and all of them chose the first attempt without a second thought. With that, my final color logo is chosen.

Week 06:

General Feedback:

During class, Ms Lilian asked us to refer to the previous mindmap done on brand identity to complete task 3. We were also reminded that week 9 is the last week we can show our work, so it’s best if we show her some progress today. After that, our submission will be on week 10. For our task 2 blog, we have to submit it before Tuesday next week. For the progress we have to show Ms. Lilian that day, we have to come up with keywords associated with the brand such as trustworthy and loyalty. Lastly, we were told the differentiation between vision and mission as some students were confused about it. Vision is something is the future which is the ultimate goal (eg. world peace) whereas mission is what we do on a daily basis to work towards the vision (eg. Be kind to people around me)

Specific Feedback:

During the feedback session, I was told that I need to expand my mindmap, do a slide based on the midmap points, to make it clear to us the aspects of the brand, I have to list everything out.

Invitation letter is more of a corporate stationary, and letter can be on the other side, make mock-ups of the card with the envelope when doing collateral. I was advised to have more references, see how they apply the band identity, how they put the identity. Later on, I have to look for better environmental picture for photoshopping, so I know how I would brand the shopfront, so more more interior pictures, some billboard or poster. When positioning the brand, the environment of the staff should come first, to show the look of what it will look like. It’s like establishing the business. For my social media presence slide, band identity has to be in the post

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REFLECTION

Experience

Throughout task 2A and 2B, I have learned more in-depth about what is a logo, since we didn't just went straight into designing the logo, and had a whole research process before it, I felt more prepared when the actual sketching and digitalization part comes. I loved how I can incorporate the things I have passion for which is veganism into task 2B. I feel that by choosing something I am passionate about to work on as a project, I get the drive and motivation to do the best I can and put my all into the task. Overall, I really enjoyed the overall process of this task and find it really really fun and interesting.

Observations

When completing task 2B, I have observed the importance of "over-sketching" during the sketching process of this task. From having a lot of sketch, only did I find one that I really like and has the potential to be the final logo design. Without doing 20 to 30 sketch for one idea, i wouldn't be able to get the final logo fro this task.

Findings

During this task, I have discovered that with the "3D and Metarial" effects panel that we can add new textures that we find online, such as from Adobe substance 3d website. Witht the newly downloaded textures, I used them to my benefit and created my final colour logo design. It is a very useful tool and I had fun using it.

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FURTHER READING

Fig. 10.1 The Brand Gap by Marty Neumeier

On pages 135 to 148, Neumeier talks about the fifth discipline where he explains how business is a process, not an entity. As well as how a living brand is a pattern of behavior, not a stylistic veneer. There are 5 total disciplines of brand-building, the fifth and last discipline he talks about is cultivate.

Fig. 10.2 Cultivate (source: The Brand Gap by Marty Neumeier)

In this first part, he compares humans to brands:

Fig. 10.3 Cultivate (source: The Brand Gap by Marty Neumeier)

According to Neumeier, brands are like people, if people can change their clothes without changing the character and personality, why can brands?

Fig. 10.4 Cultivate (source: The Brand Gap by Marty Neumeier)

He also shares the old and new paradigm where the old [aradign controls the look and feel of the brand and the new paradigm influence the character of the brand. The brand has to be trustworthy.

He expressed this with a humourous example, he says "If a brand looks like a duck and swims like a dog, people will distrust it."

Fig. 10.5 Cultivate (source: The Brand Gap by Marty Neumeier)

So after following the previous 4 disciplines stated by Marty Neumeier, and we have now added the left brand to the right brain to banish the fear of looking stupid. Now, the brand is number one in its category. What do we do?

Pass the Compass!

Fig. 10.6 Cultivate (source: The Brand Gap by Marty Neumeier)

But what is a compass? A compass is a continuing brand education program of things like brand orientation, brand seminars, positioning workshops, brand audits, strategy summits, and many more. That is because we need the brand to be distributed.

Fig. 10.7 Cultivate (source: The Brand Gap by Marty Neumeier)

From there Neumeire suggests that every company needs a CBO, a Chief Brand Officer who acts as a human bridge between logic and magic, strategy and design, right brain and left brain.

Fig. 10.8 Cultivate (source: The Brand Gap by Marty Neumeier)

Fig. 10.9 Cultivate (source: The Brand Gap by Marty Neumeier)

With that, a company can create a virtuos circle, and with every siprals and turns, the brand value only spirals higher.

Fig. 10.10 Cultivate (source: The Brand Gap by Marty Neumeier)