Brand Corporate Identity / Task 1: Breaking Brand

on

23/09/24 - 07/10/24 / Week 1 - Week 3

Sheren Princessa Davon / 0362134

Brand Corporate Identity / Bachelor of Design (Hons) in Creative Media / Taylor's University

Task 1: Breaking Brand

LECTURES

BCI_2_Brand

Brand/Branding
  • history: 
    • comes from the Old Norse word brandr ; to burn
    • cattle breeding, human branding
  • brand: a person's gut feeling about a product/service/company
    • companies can't control this feeling but that can influence it by communicating its qualities
    • eg. 'apple' even without any visuals or additional info, people might think of apple inc. this proves how good their branding it by just a generic word
    • the perception of the company in the eyes of the world
  • brand identity: that gut feeling & visual identity
    • the act of shaping the brand into the marketing world
  • branding 
    • the process of giving a meaning to a specific product/service by actively creating & shaping a brand in consumers' minds
    • strategy designed by companies for people to easily recognize them and choose them instead of competitors
Fig 1.1 Diesel's Be Stupid campaign

Branding can be achieved by:
  • brand definition
  • brand positioning statement
    • what your brand is, benefits, target audience 
  • brand identity
    • name, tone of voice, visual identity design (logo design, color palette, typo)
  • advertising & communications
    • TV, magazines, radio, etc
  • product design
  • sponsors & partnerships
  • in-store experiences
  • customer service
  • pricing strategy
Benefits of Branding
  • helps you stand out
  • gives you credibility
  • customer loyalty (if you live up to your brand reputation)
  • branding = consistency
  • attract ideal clients
  • save you money & time (because its consistent)
  • confidence in business
  • easy introduction to new products/services
Designer's Role
  • part of a larger group that gives voice & form to a brand
  • gives form to the content, strategy and messaging 
    • research, understanding of brand, etc.
  • develop, envision, create a visual identity that is distinct, memorable, consistent, value-based, and wins trust & loyalty of its audience

BCI_3_Types of Marks

Logo
  • commonly (wrongly) understood as a symbol made of text & mages that identifies a business/service/product/person, basically a brand
  • logotype/wordmark: logo with the company's name/initials
  • logomark: logo made with symbolic image/icon
  • signature/combination mark: word & symbol combined
Fig 1.2 Types of logos
  • Monogram
    • made by overlapping/combining 2 or more letters to form one symbol
    • usually the initials of the company used as recognizable 'symbols'
Fig 1.3 Examples of Monograms

Heraldry
  • broad term; the design, display & study of armory along with ceremony, rank and pedigree
  • derived from European designs but not necessarily 
Fig 1.4 Heraldry

  • Crest:
    • distinctive device representing a family/corporate body
  • Coat of Arms: distinctive heraldic bearing/shield of a person,/family/corporation/country
  • Insignia: distinguishing badge/emblem of military rank/office/membership of org.
Fig 1.5 Examples of Heraldries

Fig 1.6 Diagram of a Coat of Arms


Fig 1.7 Modern Heraldric Symbols
Mark
  • trademark/watermark: signifies ownership/identification

  • trademark: 
    • symbol/word/words legally registered or established by usage of representing a company or product
    • function: for identification
    • takes place within a 'design program'
    • used as legal protection against intellectual property infringement
    • Fig 1.8 List of Apple's trademarks

INSTRUCTIONS


Task 1: Breaking Brand
For this task, we are required to select a brand with an international presence, then analyze it through the given framework below:

Fig 1.1 Research Framework

The research is a group effort, but then we are to reconstruct and rephrase all our research individually into another separate document, preferably Google Slides. We are also required to design our slides to represent the chosen brand well.

The brand my group and I have chosen is H&M. We split the research parts equally and compiled it into one Google Docs document before rewording them in our individual slides submission.

Submissions

Fig 1.2 Task 1 Research - PDF. Week 3 (07/10/24)

Fig 1.3 Task 1 Slides - PDF. Week 3 (07/10/24)

FEEDBACK

General Feedback

Good study of the chosen brand with accurate research punctuating the framework given with the exception of brand’s communication strategy (and to some extend brand voice). While the research for this framework is commendable and can be supportive, the core idea is to look at how the brand visualises (communicate) itself strategically through it’s advertising, social media, event, etc.


Specific Feedback

Able to paraphrase and summarise information from research reflecting critical analytical ability. Good examples for brand’s communication strategy despite the hit and miss research of this framework but there is room for improvement in the quantity as well as the usage of bigger visuals to illustrate this framework better.


REFLECTION

This task has helped me gain a better understanding behind a successful brand. I learned how H&M, a universally well-known brand presents itself and the key techniques to good branding. The research allowed me to fully grasp how a brand positions itself to appeal to its different target audiences. As an aspiring designer, this makes me look forward to designing my own logo and brand in my future classes of this module.


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