Branding Corporate Identity

27.03.2017 - 6.07.2017 ( Week 1 - Week 12 )
Jason Ong Ngie Min ( 0324104 )
Branding Corporate Identity

Lecture : Project 1

Project 1: Group work (20%)
Presentation

The Brief
The understanding of brand identity

Description
(30 minutes presentation in lecture class)

The students will be divided into 3 groups, each group is given a scope of research title. To encourage students on accepting different point of view with an open-minded attitude, the value of seeing classmates as learning partners. The presentation must be easy to understand, clean, clear and concise.

Group 1: Brand, Brand Identity & Branding
Group 2: Brandmark categories
Group 3: Branding Identity Ideals

The Brief
A compilation of research results & case studies
(Summarize in creative infographic, mind map, etc.)

Final Outcome
30 minutes well presented with creative slides.

Duration of Assignment
3 weeks (Briefing on Week 1)

Deadline
Week 2: Group 1
Week 3: Group 2
Week 4: Group 3

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Final Slides

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Lecture : Project 2

Project 2: Individual Work (20%)
Sketchbook & Scrapbook

The Brief
Weekly 10 logo sketches and 20 logos collection —The more the merrier

Description
(2 hours sketching time in tutorial class)

This project spans 5 weeks. The student is to develop a minimum of 10 logo sketches in tutorial class, the sketches must be clean, clear and concise.

Rules for the ideation & sketching process
1. Off your laptop.
2. Weird, wild, wacky and off the wall ideas are welcome.
3. Negativity is not welcome.
4. Build on ideas. Don't shoot them down.
5. All ideas are welcome and respected.
6. Do not censor yourself. Just say it.
7. No interruptions from outside allowed (That includes cell phones).
8. Take a short break every hour.

The student needs to collect 20 logos weekly (flyers, price tags, labels, junk food, etc… Logo is everywhere!) Open discussion on why you love (or hate) it. Observation on how a logo has been built will improve sense of detail.

Final Outcome
A4 Sketchbook (Blank pages & pages with grid)
A4 Scrapbook

Duration of Assignment
5 weeks (Briefing on Week 1)

Deadline
Week 2 – 6

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Scrapbook Final Outcome ( Week 2 - 6 )

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Project 3: Personal Branding (20%)
Creative Brief & Mood Boards

The Brief
Naming, positioning, big idea, tone and manner of the brand

Description
Based on the understanding of Project 1 & 2, is time to create your personal branding. To be able to articulate the brand by writing a description and concept of logo. A set of mood board is well presented to showcase the tone and manner of your brand.

Final Outcome
A creative brief & mood boards.

Duration of Assignment
2 weeks (Briefing on Week 5)

Deadline
Week 7

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Open Discussion

Moodboards

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Lecture : Project 3

Project 4: Personal Branding (20%)

Brand Guidelines

The Brief

Logo & brand identity

Description

Based on Project 3, to create an identity system which is reflective of your brand. To design a logo and cohesive design a stationery package and collateral items.

Final Outcome

Mock-up Required:

1. Basic Brand Identity Guidelines (Folder)

2. Stationary Package (Letterhead, Name Card & Envelope)

3. Collateral Items (Exp.: Invitation card, ticket & etc.)

Duration of Assignment

8 weeks (Briefing on Week 6)

Deadline

Final mock-up on Week 12

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Logo Progression

From the chosen brand, The Dapper Dog, I have come out with idea sketches, research and also experimenting my logotype to enhance the mood and feel that I am trying to portray in this brand. The creativity in this logo is to give the feel of rusty, classic and iconic as a brand, also a story to tell so that the target audience is able to catch my vision.

Sketches:

Logo progression:

I proceeded with exploring different typeface, arrangement also colour choices to let the brand story to be told by everyone, also delivering the sense of " vintage and classy ".

Figure

I then proceed with the alphabets of the logo and arrangement to have a brief look on how it will look like as a final outcome.

Figure

Moving on, I tried and experimented different logos with different backgrounds.

Figure

Figure

Chosen Logo

Figure

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Stationery Progression

Envelope

Started with a rusty coloured style envelope but I then evolve it slowly into a newspaper style as it has the consistency from my brandbook, also advice from the lecturer.

Namecard

I explored different styles of the namecard, borders, visuals and colour to adjust the mood and not to mention, under the guidance of the lecturer.

Supergraphics

I used the idea of having combinations of different elements of a dapper and a barber shop into one. Making them one of the brand's most important elements

Letterhead

Moving on to letterheads, it was designed mostly with my supergrahics and my colour scheme. I then proceed it by printing it into a newsprint.

Member card

I used the idea of a member card as one of my collateral and it is consisted with a privilege of having a discount for every visits and also, getting a stamp chop for every grooming service. After having the eighth stamped, clients will be able to have a free grooming and spa service for their pets as our appreciation to the clients.

Stamps

It will be my second collateral as I took, elements from the supergraphics and engraved it into a rubber stamp.

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Brandbook Progression

First idea: normal brandbook that follows the colour scheme. Idea is changed because my lecturer thinks it's not attractive enough as a brandbook so I switched my brandbook into a concept of reading a newspaper style. Following, I used newsprint to emulate the sense as a newspaper as it represents the dapper's culture and it's timeless touch.