Brand Corporate Identity - Task 1 : Breaking Brand
23/09/2024 - 07/10/2024 (Week 1 - Week 3)
Chong Wee Han 0368863
Brand Corporate Identity
Task 1 - Breaking Brand
JUMPLINK
Lectures
LECTURES
Week 01 - Lecture 01
Introduction
Brand Corporate Identity is an integral part of the graphic design discipline as it focuses on the visual integrity of a brand.
"A symbol is a mark, sign, or word that indicates, signifies, or is understood as representing an idea, object, or relationship."
Branding is one of the areas within graphic design that plays a larger and more important role in society. A mark symbolizes a relationship, idea, object, or description of the company's type of work.
Pentagram's identity
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| Figure 1.1 Pentagram's Identity |
How a symbol moves on a larger identity.
There is human branding which is shameful in human history. A naked female slave in Africa (left); a replica of a slave branding trade, on display at the Museum of Liverpool, England (right).
There is a clear differentiation in the brands' product values, communication and visual communication strategy. Their strategy is the shock value of their visual communication and these two branding cases are the process of hijacking and shaping image in the consumers' minds, creating an indelible and distinct mark and association.
It is a motif made by overlapping or combining two or more letters or other graphemes to form one symbol. They are often made by combining the initials of of an individual or company, used as recognizable 'symbols' or 'logos'. The original Greek meaning of the term 'monogram' is a 'single line'(something written or drawn in outline).
It is a broad term, encompassing the design, display and study of armorial bearings (armoury), together with the study of ceremony, rank and pedigree. Generally European in origin, although the concepts of the symbols / seals / flags representing the royalty, army and empire are not exclusive to Europe. This particular style of the composite of visual elements is however Euro centric in nature.
Mark
Mark is an impression made on something, paper, wall, wood, etc. When it is combined with another word (trademark, watermark, earmarks, farm marks, ceramic marks, stonemasons' mark, hallmarks, printers' mark and furniture mark) signifies ownership or identification. They represent the quality, ability and skill levels of their creator and with that comes a promise of excellence.
A trademark is a symbol, word, or words legally registered or established by use as representing a company or product. A trademark's function is the identification that takes place in a 'design programme', both 'design programs' and 'branding' are ways of controlling corporate identity.It is also used as a legal protection against intellectual property infringement or theft.
Link to article: https://www.investopedia.com/terms/b/brand-identity.asp
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| Figure 1.2 Larger Identity of Pentagram |
Advice from lecturer
You must be proactive, independent, mature and self-confident. You must be less reliant on the advice of your lecturer were you to develop independence and self-confidence. You are going to make some mistakes and this is unavoidable, in fact, it is actually necessary.
Work hard, work fast and work smart.
Week 02 - Lecture 02
Brand
What is a Brand?
- The term derives from the Old Norse word brandr or "to burn".
- It refers to the practice of branding livestock which dates back more than 4000 years to the "Indus Valley".
- Branding has evolved over the centuries as farmers claimed property, artisans claimed credit for their work, factories claimed their products, to companies claimed their products were better than others.
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| Figure 1.3 Human Branding |
What we brand, how we brand it, and why we brand it has changed.
In the 21st century, branding is still about taking ownership, but not just for property and products. It also includes company values and represents, shortcomings and earning consumer trust and loyalty through the company's words, actions and stories.
"A brand is not what you say it is. It is what they say it is." It is a mental construct shared by society about a product, service, organisation, or even a person.
What is brand identity?
When marketing people talk about brand identity, they are referring to the "gut instinct" that comes with the image or messaging associated with the products, service, organisation or person. The gut instinct is one of the aspects of a brand's identity, the other one is 'visual identity' which helps to message or image or gut feeling.
What is branding?
The process of giving meaning to a specific organization, company, products or services by (actively) creating and shaping a brand in consumers' minds. It is a strategy designed by organizations to help people quickly identify and experience their brand, and give them a reason to choose their products over the competition's.
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| Figure 1.4 "Be Stupid" Campaign - Diesel |
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| Figure 1.5 "UNHATE" Campaign - Benetton |
Branding can be achieved through:
- Brand definition: purpose, values, promise
- Brand positioning statement: what your brand does, who you target, the benefits of brand, a concise statement
- Brand identity: name, tone of voice, visual identity design (logo design, color palette, typographies, etc)
- Advertising and communications: TV, radio, magazines, outdoor ads, websites, mobile apps, etc.
- Product design
- Sponsors and partnerships
- In-store experience
- Workspace experience and management style
- Customer service
- Pricing strategy
Benefits of branding:
- Helps you stand out in a saturated market
- Gives you credibility
- Clear brand can change what you're worth
- Leads to customer loyalty
- Leads to returning and referrals
- Consistency
- Attract ideal clients
- Save money and time
- Give confidence in business
- Easier to introduce new products/services
- Clear strategy to move forward
Designers play a significant role in the creation of a brand. They are part of a larger network of individuals collaborating to give voice and form to the brand. The visual identity created by the designer forms the face of the brand.
To ensure consistency in message, a 'design program' is necessary to ensure a visual identity that is developed that is coherent and cohesive in its application across products and services.
The role of a designer is to develop, envision, and create a visual identity that is distinct, memorable, consistent, value-based, profit-based, gives confidence, increases market share, endears itself to the audience, and wins the trust and loyalty of its audience. All of this through good research and understanding and the development of an effective visual identity program.
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| Figure 1.6 A virtuous circle |
Combining logic and magic, a company can ignite a chain reaction that leads from differentiation to collaboration to innovation to validation and cultivation.
Week 03 - Lecture 03
Types of Marks
Logo
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| Figure1.7 Logo |
Short for logotype, is design speaks for a trademark made from a custom-lettered word (logos is Greek for word).
Logo refers to all marks that represent a brand.
Logotype refers to a logo centred around a company's name or initials.
Logomark refers to a logo centred around a symbolic image or icon.
What is a signature?
A word and a symbol are combined, also known as "combination mark". "Logotype" is also sometimes called a wordmark.
Monogram
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| Figure 1.8 Monogram |
Heraldry
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| Figure 1.9 Heradly |
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| Figure 1.10 Crest, Coat of Arms, Insignia |
Related terms like Crest, Coat of Arms, Insignia:
-Crest
A distinctive device representing a family or corporate body, borne above the shield of a coat of arms or separately reproduced, for example on writing paper.
-Coat of Arms
A distinctive heraldic bearing or shield of a person, family, corporation or country.
-Insignia
A distinguishable badge or 'emblem' of military rank, office or membership of an organisation.
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| Figure 1.11 A Diagram of a Coast of Arms |
Mark
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| Figure 1.12 Mark |
Trademark
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| Figure 1.13 Registered Trademark, Trademark, Service Mark |
Service mark - A trademark that is used in the US and several countries to identify a service rather than a product.
Trademark and servicemark both unregistered marks are temporary until a recognizable sign, design or expression that identifies products or services of a particular source becomes a registered trademark. It is a typographic symbol that provides notice that the preceding word or symbol has been successfully registered with a national trademark office.
INSTRUCTIONS
TASK 1 - BREAKING BRAND
For the first task, we are required to do existing brand research, preferably a large brand that has a regional international presence for the purpose of analysis. It is a group project but submitted individually so we divided into groups and started to distribute different parts for each group member to work on. Our group chooses Disney as our breaking brand topic.
These are the sessions that I take part in :
A) BRAND PROFILE
1. Description
1.1 Summary Description
1.2 Target Market/Audience
1.3 The Offer?
B) EXPANDED BRAND
PROFILE
1. Description
1.1 Founder
1.2 Location
1.3 etc.
We finished our data collection in 1 weeks, here is the final compiled data.
After doing the data compiling, we have to do a Google Slides designed by ourselves and start to put the information into it. Below are the final presentation slides.
SUBMISSION - FINAL TASK 1
FEEDBACK
General Feedback: Almost accurate study of chosen brand based on given framework. Only the benefits framework for both sections of brand profile could be looked at deeper (brand profiles benefits more suited to expanded brand profile section) especially from the angle of customer as well as employees (annual pass, employment benefits, etc).
Specific Feedback: Somewhat able to paraphrase and summarise information from research. More examples needed to illustrate brand’s communication strategy.
REFLECTION
During this task, I gained knowledge and started to learn about branding. From the research topic of Disney, I observed that Disney established a lot of details and values for the customers and this is the reason that they have been a successful and international corporation in the world. After doing this task, I became more interested in branding strategy, and also have a deeper understanding of the target market, unique selling points, brand communication strategy, etc. There is still a lot of branding knowledge and I'm willing to learn more about it.
FURTHER READING
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| Figure 2.1 Article |
I chose this article as my week 1 further reading to deepen my knowledge of brand identity. This article refers to the visible elements of a brand such as colors, design and logo, it also includes the type of language and interactions a brand has with consumers to distinguish the brand in consumers' minds.
Building brand identity :
1. Analyse the company and the market
Analyse the company's strengths, weaknesses, opportunities, and threats. It helps a brand understand its positioning relative to the competition.
2. Determine key business goals
Brand Identity should help fulfill these goals.
3. Identify its customers
Find out the target audience and understand their needs and desires by conducting surveys, convening focus groups, and holding one-on-one interviews.
4. Determine the personality and messaging it wants to communicate
Focus on creating a consistent and specific perception. Brand elements should be ensured that are aligned to deliver a coherent image and message to the customers.
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