3/4/2023 - 27/4/2023 / Week 1 - Week 4
Trinity Wong Ka Yi / 0348778
Brand Corporate Identity / Bachelor of Design in Creative Media / Taylor's University
Task 1 - Breaking Brand
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LECTURES
LECTURE 1- Introduction
Brand Corporate Identity focuses on the visual integrity of a brand.
This module will introduce us to the basics of identity design and the effective use of symbols in the area of visual communication.
LECTURE 2 - Brand
What is a brand?
The term comes from the old Norse word for 'brandr' which means 'to burn', coming from the practice of branding livestock 4000 years ago in the Indus Valley. What, how, and why we brand has changed over the years. In current times, branding is used to take ownership, not just for property and products.
What is a brand identity?
Brand idenity is commonly referred to the 'gut instinct' where the image or messaging is associated with the product, service, organization or person.
What is branding?
"Branding is the process of giving meaning to a specific organization, company, products or services by actively creating and shaping a bran in consumers' minds. It is a strategy designes by organisations to help people to quickly identify and experience their brand, and give them a reason to choose their products over the competition's."
Branding can be achieved through:
- Brand definition: purpose, values, promise
- Brand positioning statement: what your brand does, who is your target, etc.
- Brand identity: name, tone of voice, visual identity design
- Advertising and communications: TV, radio, magazines, outdoor ads, website, mobile apps
- Product design
- Sponsoring and partnerships
- In-store experience
- Workspace experience and management style
- Customer service
- Pricing strategy
Benefits of branding:
- Helps to standout in a saturated market
- Gives you credibility
- With a clear brand, you can charge what you are worth
- Leads to customer loyalty
- Leads to returning customers & referrals
- Consistency
- Helps to attract your ideal clients
- Save money and time
- Give you confidence in your business
- Easier to introduce new products / services
- Gives you a clear strategy for moving forward
What is a designer's role in branding?
A designer's role is to give form to the content, strategy and messaging. This includes researching about the history of client and product, and understanding the target market and more as well as the development of a trademark.
LECTURE 3 - Types of Marks
What is a logo?
'Logo' is short for logotype. It was used because it sounded cool, but what people actually mean is a trademark, whether the term is a logo, symbol, monogram, emblem, or other graphic device.
What is commonly understood is that a logo is a symbol made up of text and images that identifies a business, service, product, or person.
Logotype: also known as wordmark, is a logo centered around a company name or initials.
Logomark: a logo centered around a symbolic image or icon. A signature is when a word and a symbol is combined, it is also known by its other term "combination mark".
Monogram: a motif made by overlapping or combining two or more letters or other graphemes to form on a symbol. They are often made by combining the initials of an individual or a company, used as recognizable 'symbols' or 'logos'.
Heraldry: a broad term, encompassing the design, display, and study of armorial bearings (known as armoury), together with the study of ceremony, rank, and pedigree. From this comes related terms like Crest, Coat of Arms, Insignia, etc.
Crest: a distinctive device representing a family or corporate body, borne above the shield of a coat or 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 distinguishing badge or 'emblem' of military rank, office, or membership of an organization: a khaki uniform with colonel's insignia on the collar.
Mark:
An impression made on something, paper, wall, wood, etc. However, when it is combined with other words such as trademark, watermark, earmarks, farm marks, ceramic marks, stonemasons' mark, hallmarks, printers' mark, and furniture marks, it signifies ownership or identification.
Trademark:
It is a symbol, word, or words legally registered or established by use as representing a company or product. The function of a trademark is identification.
INSTRUCTIONS
TASKS
WEEK 1
For the first class, we were tasked to form a group of three and do brand profile research on a company of our choice. After grouping up with Shannon and Kai Wei, we brainstormed a bit on what brand we would want to research. Looking at Shannon's jeans, we ended up choosing Levi's as our brand to conduct research on. I did most of Part A: Brand Profile while Shannon and Kai Wei did most of the Expanded Brand Profile. But honestly, most of our sources cover multiple sections so we have repeated references.
Fig 1.1 The Google Docs research document.
WEEK 2
After getting some clarification for the research part, we moved on to creating our own slides. I used a Canva template for the slides and replaced the background with an image of jeans for relevance. For most of the sections, I ended up paraphrasing a lot and ended up using some bullet points for some sections to make it easier to read. I realized there was wayyyy too much info so I tried to summarize the best I could to fit into Part A: Brand Profile. In the end, there was still a lot of information that seemed unnecessary so I still cut down a bit more.
Fig 1.2 The slides in Canva.
FINAL OUTCOME
Fig 2.1 Breaking Brand - Levi's Research Document PDF
Fig 2.2 Breaking Brand - Levi's Slides PDF
FEEDBACK
Week 2:
We mainly clarified some questions we had about brand voice and the retailer's perspective.
Week 4:
General:
Market Segmentation, Competitive Difference, and Brand Voice were weak in research.
A lot of research from Brand Profile should be in the Extended Brand Profile.
Brand Value from Retailer’s perspective should be from customer’s perspective and not Levi’s.
Should’ve added more examples in brand communication strategy.
Individual:
Should have added more photos to the slides.
Should have added own perspective and analysis.
REFLECTION
Experience
Honestly, researching is not my strong suit so I actually was not looking forward to this task as much, considering we would have had to write a lot. Seeing that we were tasked as a group of three, I was relieved because it did not look too bad when splitting the research workload. It was still quite mind-numbing when coming across walls of text but at least articles taken from Levi's websites were easy to digest and understand.
Observation
I noticed that this involved some business-related knowledge in certain sections, and a lot of the research had to be taken from business analysis websites besides Levi's official websites.
Findings
It was interesting to learn about the different strategies Levi's uses to appeal to their target market and I actually learned a lot about Levi's as a brand through this task.
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