Brand Corporate Identity / Task 3: Positioning & Identity
03.10.2022 - 24.10.2022 (Week 06 - Week 09)
Adeline Wong Chyn Nee / 0344017 / Tai Li Lian & Mr. Vinod
Brand Corporate Identity
Task 3 / Positioning & Identity
INSTRUCTIONS
Task 3 / Positioning & Identity
Week 06- Week 09
In this task, we are progressing into applying our logo from the previous task into a brand identity by positioning our brand.
We are first required to come up with brand positioning slides that act as a mood board with colour, visual, and typography. In this process, we begin to position our brand to ascertain a distinct identity that is representative of its stated core values.
In the end, we are to apply the brand identity product designs such as logo application, collateral, digital presence, and environmental graphics.
1. Brand Positioning Process
To start off this task, I carried over my previous mindmaps from task 2 which focused on the business aspect of my brand TO.FUSE.
I had two brand positioning mindmaps, the first one focuses more on the overall concept of the brand TO.FUSE whereas the second mindmap focuses on the business aspect of the brand.
From here, I dissected each mindmap point and expanded them into slides. Long with that, I start to determine my design style by looking at references from our trusty Pinterest.
These are the links to the boards which I have created for this section of the project:-
Fig. 1.1.1 Screenshot of Pinterest #1
Fig. 1.1.2 Screenshot of Pinterest #2
Next, I created the slides whose design matches my brand image, I went for a dark grey minimalist with my chosen colour as the background fill (#252627) and used Gruppo and Gill Sans as the heading and body text.
This is my first draft of brand positioning slides before feedback from Ms. Lilian, I have not extracted the points from my mindmaps in these slides but only inserted the images of them.
This is the list of corrections I have made from the previous slides:
- Extracted and listed the mindmap points.
- Found more references for both logo applications and collaterals.
- Added graphics to the slides for better understanding.
- Made slide 5 clearer and more legible.
- Placed "Staff & Atmosphere" slides before references to set the mood first.
- Added "Poster & Billboard" slide.
The final slides will be in the "Final Submission" section below.
2. Brand Identity Process
A. Logo Application
- Business Card
For my very first logo application design, I have initially 3 design ideas from looking at my references. They mostly adopt a clean background with prominent elements on them such as the logo, patterns, or just white space as it is a minimalist concept.
Fig. 1.2.1 Business Card Development #1
For my design ideas, I much prefer the first one that I did initially, and so did Ms, Lilian. I was advised to try lower the transparency of the pattern and see what comes out of that exploration.
Fig. 1.2.2 Business Card Development #2
After much exploration, I have landed on the final one with low transparency for the patterns to put emphasis on the information. I also chose the dark green version for the back of my card as I find it contrasted really well with the front, and it also has a more classy look than just the cream colour one.
Fig. 1.2.3 Selected mockup (source: Freepik.com)
This is the mockup I have decided to utilize as it shows the front and back with interesting positioning and play of direction with the cards.
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Fig. 1.2.4 Final business card design (front & back)
This is the final design I will apply to the mockup.
- Letterhead & Invoice
For my letterhead and invoice, I have decided to go for the classic look while still incorporating the brand's elements into the designs. For my letterhead, I tried 3 different compositions by playing with the logo, pattern, and other information. As for my invoice, I refined it first version after a feedback session with Ms Lilian.
Fig. 1.3.1 Letterhead & Invoice Development
I much preferred the second letterhead design and so did Ms. Lilian, so I have decided to go for that one as it appears more balanced looking at the elements placed.
Fig. 1.3.2 Selected mockup (source: Freepik.com)
This is the mockup I have decided to utilise as it shows the front and back with interesting shadows and play of direction with the papers.
Fig. 1.3.3 Final Letterhead & Invoice design (source: Freepik.com)
This is the final design I will apply to the mockup.
- Envelope
For my envelope design, I have tried various patterns, colours, and logo positions (for the back). In the end, I found the one with contrasting colors in the middle suits the brand more. It appears to not overpower anything but instead compliments the elements on both the front and back.
Fig. 1.4.1 Envelope Development
For my final choice, I have chosen the two designs in the middle!
Fig. 1.4.2 Selected mockup (source: Freepik.com)
This is the mockup I have decided to utilise as it shows the front, back, as well as inside of the envelope. This can show the patterns on the inside of the envelope which is an interesting play of the design, that is why I chose this one.
Fig. 1.4.3 Final envelope design (source: Freepik.com)
This is the final design I will apply on the mockup, for the inside, the same pattern and colour will be applied too.
B. Collateral
- Menu
For my 5-course menu dishes, I wanted to make sure the dish names I'm using are actual vegan dishes that actually exist, this way, the menu would sound familiar to most as they work well with each other.
For my vegan dish names, I retrieved them from an article from ELUXE Magazine. They have a variety of dishes there which are arranged according to the order of a typical course menu.
These are the dish selections (in order) I have chosen:
Entrée - Fennel Citrus Salad with Pistachio
Fig. 1.5.1 Vegan dish #1
Soup - Potato Cream with CaramelizedLeek & Saffron
Fig. 1.5.2 Vegan dish #2
Main - Stuffed Smoked Auberginew/ Lobster Mushrooms
Fig. 1.5.3 Vegan dish #3
Cleanser - Sous Vide Pineapple
Fig. 1.5.4 Vegan dish #4
Dessert - Dark Chocolate Mousse
Fig. 1.5.5 Vegan dish #5
BONUS!
In honour of TO.FUSE, I tried to make a homemade vegan "fine dining" dish with the remaining culinary knowledge I learned in high school. It has a really long name, I call it...
"Cashew millet with Goji & Carrot Purée paired with Cashew Cracker and a side of Bok Choy".
I tried to implement textures into this dish with the savory cashew cracker to pair with the balled cashew millet, the side of bok choy was just to balance out the rest and to give it colour. Although this dish didn't make it into the menu, it was still a nice side-task to execute!
Fig. 1.5.6 Vegan dish #6
For my menu designs, I have explored a more square layout with the information left-aligned on the left side of the design. I also used lighter green in my colour palette. This however ends up not suiting the brand's identity at all as it looks more trendy than classy.
Fig. 1.5.7 Menu Development
With that, I have decided to start over. With Ms Lilian's feedback, I have decided to align the logo, heading, and body text in the middle for a more classy look. Also, I used the darker green and it turned out to look great! I then created contrast with the cream colour and applied a new pattern which I have not used before, on the back.
Fig. 1.5.8 Selected mockup (source: Freepik.com)
This is the mockup I have decided to utilise as it shows the front and back of the menu. This can show the patterns on the back of the menu while showing interesting textures on it. This mockup also has corner holders which makes the design look classier than it is.
Fig. 1.5.9 Final Menu design
This is the final design I will apply to the mockup.
- Coaster
For my coaster designs, I have explored the coaster used in classy restaurant settings, and they are typically rounded, with a border going around the sides.
Fig. 1.6.1 Coaster Development
For the development, I tried different logo sizes and border sizes. After some exploration, i find the two designs at the bottom of Fig. 000 to be more suitable.
Fig. 1.6.2 Selected mockup (source: Freepik.com)
This is the mockup I have decided to utilise as it has the suitable shape and amount for my two coasters. The background is also suitable so that is why I chose to use this mockup.
Fig. 1.6.3 & 1.6.4 Final Coaster design
This is the final design I will apply to the mockup.
- Invitation Card
For my invitation card designs, I have tried various patterns, information placements, and logo positions. In the end, I found the one with balanced composition the best as it also includes the pattern to have consistent branding. I also chose dark green as the back design as it is contrasting with the front design and colour.
Fig. 1.7.1 Invitation Card Development
For the development, I tried nine different designs by playing around with the text placement, text size, and textures. Along with Ms Lilian's feedback, I have decided to go with the first design in column 3. After correction, I made the "contact us..." body text much smaller than the "You are cordially invited..." body text because they both have different importance.
Fig. 1.7.2 Selected mockup (source: Freepik.com)
This is the mockup I have decided to utilise as it has the suitable shape and amount for my two invitation cards. The original orientation for this mockup was actually vertical but I found the mockup itself to be very suitable so I ended up just changing the orientation of the whole image to fit my horizontal designs.
Fig. 1.7.3 Final Invitation Card design
This is the final design I will apply to the mockup.
For my embossed sticker designs, I have tried various types of play and point sizes to improve the composition so that there is space but at the same can look full and as one.
For this one, I also used two colours which are a dark green and cream colour.
Fig. 1.8.1 Embossed sticker Development
For the development, I used the "Type on a path tool" to create the rounded shape to insert my text that says "TO.FUSE . VEGAN . FUSION . PRIVATE . DINING.". With Ms. Lilian's feedback, I was advised to try decreasing the point size of the texts they create more space in-between the words, and also make more white space so the sticker doesn't look crowded.
Fig. 1.8.2 Selected mockup (source: Freepik.com)
This is the mockup I have decided to utilise as it has the suitable shape and amount for my two invitation cards. I have a nice show of tearing the sticker open so I used this mockup.
Fig. 1.8.3 & 1.8.4 Final Embossed Sticker design
This is the final design I will apply to the mockup.
C. Social Media Presence
These are the images I will include in my Instagram feed. They consist of light images as well as darker images to create a contrast on the feed, while still including the branding along with the rest.
Fig. 1.9.1 - 1.9.14 Selected image for Instagram feed
I applied the images onto an empty Instagram feed image I found online to create a balanced feed filled with dish photographs and elements of branding in it. The contrast between the light and dark post colours could also create a focus for the user.
Fig. 1.9.15 Instagram page Development
For my development of the Instagram feed design, I tried using the black filled TO.FUSE logo with a white background on my first attempt, however after listening to Ms. Lilian's advice, I have decided to change it to the white filling and green background version to make it stand out from the white colour background of the Instagram profile colour.
Fig. 1.9.16 Selected mockup (source: Freepik.com)
This is the mockup I have decided to utilise as it shows the actual size of when a user uses goes on TO.FUSE's Instagram profile page. Although the style of mockups is not like the rest which all have backgrounds, I felt that showing how a user interacts with the page, can create a more realistic outcome.
Fig. 1.9.17 Final Instagram feed design
This is the final design I will apply to the mockup.
- Website
For my websites, I tried to experiment with a light and dark mode whereas the backgrounds of the website change according to the mode. From the very beginning, myself and Ms Lilian I both leaned towards the dark mode of the website design instead of the white one as it doesn't have much contrast like in the dark mode.
Not just that, I have added a footer on the bottom as advised by Ms Lilian. Instead of leaving the bottom space empty because I didn't know what to do with it, she advised that I fill the space with information like a standard website has.
Fig. 1.10.1 Website Development
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Fig. 1.10.2 Selected mockup (source: Canva)
This is the mockup I have decided to utilise. There are three in one image because I want to show how the website would look scrolled, from the beginning to the very bottom of the website. I couldn't find any mockup that has 3 laptops in a row, so I tried to edit it myself using the "smartmockup" feature on Canva.
Fig. 1.10.3 Final Website design
This is the final design I will apply to the mockup.
- Instagram & Website (combined)
This mockup showcases both of the social media presence designs in one image, as many users would use laptops along with their phones. I thought it would be suitable to apply them both in the same mockup in this one.
Fig. 1.11.1 Social Media Presence - combined (source: Freepik.com)
D. Environmental Graphics and Simulations
For my environmental graphics and simulations, I tried to experiment with a billboard design, window display, and restaurant environment.
Firstly, I developed the ideas for my billboard, slowly building the design to suit the environment. I figured that people walking by, they wouldn't know what the logo means itself, so I added a body text below it that says "COMING SOON" and also informed the people of what the brand is for, so I also added "TO.FUSE VEGAN FINE DINING". The body text doesn't take the attention away from the logo as it is small enough to be legible but not overpower the logo at the same time.
Fig. 1.12.1 Billboard Development
Fig. 1.12.2 Selected mockup (source: Freepik.com)
This is the mockup I have decided to utilise. The environment around the billboard surprisingly suits the brand as it has a dark and mysterious look to it, so I immediately set on this mockup upon finding it.
Fig. 1.12.3 Final Billboard design
This is the final design I will apply to the mockup.
For my next environmental graphics and simulations, I tried to experiment by applying the white-filled version of the logo onto a glass window display. I wanted this simulation to act as a transition from the billboard to the restaurant simulation in Fig 1.14.2.
Imagine a person who has noticed the TO.FUSE billboard a few weeks ago and is looking forward to coming to experience the fine dining here. The window display acts as an indicator to that person that this is where TO.FUSE is, the same TO.FUSE that you say on the billboard a few weeks ago.
To do that, I decided that the window should only display the logo.
Fig. 1.13.1 Asset used (white-filled TO.FUSE logo)
This is the mockup I have decided to utilised. The sage colour on the side of the mockup compliments the brand well, it is not a bright green but a mellow one, not very striking so it appears very private-like.
Fig. 1.13.2 Selected mockup (source: Freepik.com)
- Restaurant environment
For my third and last environmental graphics and simulations, I tried to experiment by applying the white-filled version of the logo onto a glass window display. I wanted this simulation to act as a transition from the billboard to the restaurant simulation in Fig. 1.14.2
Fig. 1.14.1 Asset used (colored TO.FUSE logo)
Fig. 1.14.2 Photography chosen to apply branding on
I found this architect photographer's work of Haydn Cattach for a project gallery called "Immersive and Unexpected" where he photographs BYRDI, a restaurant & bar in Melbourne. Their work has a consistency in which lines separate the different spaces of the place. The interior of the place itself suits completely the interior of TO.FUSE, it has a classy look and a hint of edginess, which I noticed a lot in their photographs of BYRDI, and that is why I chose his photographs.
FINAL SUBMISSION
A. Logo Application
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Fig. 1.15.1 - 1.15.3 Final PNG and mockup submission (Business Card)
Fig. 1.16.1 - 1.16.3 Final PNG and mockup submission (Letterhead & Invoice)
Fig. 1.17.1 - 1.17.3 Final PNG and mockup submission (Envelope)
B. Collateral
Fig. 1.18.1 - 1.18.3 Final PNG and mockup submission (Menu)
Fig. 1.19.1 - 1.19.3 Final PNG and mockup submission (Coaster)
Fig. 1.20.1 - 1.20.3 Final PNG and mockup submission (Invitation Card)
Fig. 1.21.1 - 1.21.3 Final PNG and mockup submission (Embossed Sticker)
C. Social Media Presence
Fig. 1.22.1 - 1.22.5 Final PNG and mockup submission (Social Media Presence)
D. Environment Graphics & Simulations
Fig. 1.23.1 - 1.23.4 Final PNG and mockup submission (Environmental Graphics & Simulation)
FEEDBACK
Week 09:
General Feedback:
In class, we are reminded of the two-component for our submission, and we are reminded of the way to compile our brand so that our artwork is uploaded to the appropriate folders. We are also reminded to create one final slide where we include all our final submissions together by compiling them.
Specific Feedback:
During the feedback session, I was told that the business card designs look better after lowering the transparency of the pattern, I was advised to use dark green for most of my designs as it creates contrast.
Week 10:
General Feedback:
For our brand guidelines, it is different from the corporate identity system as it is much simpler. We are advised to earn more with additional resources. This task will lay out all information about the brand, where the first section is a profile of the brand. Chapter one is the profile of the brand, such as things to consider when positioning, application, brand value, etc. The second chapter consists of the technical aspects of the logo. Then the third chapter is task 03, which is how we apply our brand identity to various applications. As for ms Lilian, she will look at the combination of aspects in the whole brand guideline, and if it represents the brand, its the best form. Mr. Vinod will look into grids, typeface arrangements, etc.
Specific Feedback:
During the feedback session, I was advised to try looking for an envelope mockup so that the inner pattern of the design can be shown, it's either that or find one that has a window on it. Ms. Lilian prefers dark green ones. For my menu design, I was advised to align the text in the middle for a more classy look from the way it forms white space on the sides. For my invitation card, I was advised to decrease the point size for the additional information so it doesn't;t overpower the main text. I was also advised to incorporate the pattern from the letter and business card into the invitation card. For my embossed sticker, I was advised to decrease the point size of the text so there is more space in between them. For my website, the dark mode is a good choice however I should add a footer instead of just a blank space. I should work more on my environmental graphics too.
REFLECTION
Experience
This task has been a roller coaster, creating the designs was a very experimental process, and I think I've learned a lot from it by just exploring the different variations of designs and compositions. I was very relieved in week 09 when we were told that we are given another week to show Ms. Lilian our work on week 10. Overall, working on this task has been all over the place but at the same time has kept me grounded from going outside the requirements.
Observations
By the end of this task, I looked at my desktop and was shocked to find more than 6 folders just filled with the files from this task, rather than an observation, I'd say this is more of a realization. I have realized that when completing this task, I slowly find myself organizing the files in separate folders. This has helped lessen my time spent rummaging through my finder and by the time I find the files, it's either some are missing or I have used up 5 minutes of my precious time. So I will always remember to organize my files for tasks like this one.
Findings
In my project, I utilized the assets available in Freepik, and used the website frequently for this project. For my future projects which require mockups, I will surely always go to freepik to search for them up first. They offer a variety of assets such as vectors, illustrations, mockups, templates, and many more.
FURTHER READING
Fig. 1.24.2 What to Include in a Brand Guideline by Thomas Wachtel
For this further reading, I will be learning more about brand guidelines from additional resources, in this one, I will be reading about what to include in a Brand Guideline. In his words, brand guidelines are a tool designed to give brand consistency and flexibility. As for smart organizations, brand identity guidelines are a resource that everyone in the company can use to understand how to represent their brand.
He first shares the REASON for rebranding, this is a list he created to see whether a brand needs rebranding:-
> Change of leadership (such as going from one generation to the next in family-owned businesses)
> Acquisition (or divestiture)
> Major product launch that broadens your category or market reach
> Business strategy shift
Now he discusses HOW to create brand identity:-
> Set up and get to know your brand identity
> Have a brand purpose
> Come up with an elevator speech
> Create "The Brand Wheel" (what makes up the look, voice, and style)
> Attributes
> Core Values
> Benefits
> Personality
> Brand Essence
Lastly, set up what are the DOs and DONTs of the brand. This is called Brand Clarity.
What happens next is the outward-facing brand, where we add visual elements that make up the brand. That will be the final Brand Guideline.
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