Brand Corporate Identity | Task 3: Positioning & Identity

28.10.2024 - 29.11.2024 / Week 6 - Week 10

Khu Ying Ying / 0357306

Brand Corporate Identity / MKT62404 / Bachelor of Design (Honours) in Creative Media

Task 3: Positioning & Identity

LECTURES

INSTRUCTIONS

TASK 3: POSITIONING & IDENTITY

Week 6 (28/10/2024) Brand Positioning

Week 9 (18/11/2024) Adjustments of Task 2B

Week 9 (21/11/2024) Sketches & Digitisation

Week 10 (28/11/2024) Additional & Google Slides

Week 10 (29/11/2024) Final Submission of Task 3

FEEDBACKS

REFLECTIONS

QUICK LINKS

LECTURES

All lectures 1 to 5 are completed.

Task 1 (Lectures 1 to 5).

INSTRUCTIONS

TASK 3: POSITIONING & IDENTITY

Week 6 (28/10/2024)

Requirements:

Create a complete brand identity for your business, the project will include written components and visual representations.
Follow the outline/framework that is provided in this task:

A) Positioning Presentation

1. Brand Positioning:

1.1 Brand Story.
1.2 Vision & Mission.
1.3 Target Audience.
1.4 Unique Selling Point.
1.5 Brand Positioning Statement.

2. Identity System:

2.1 Updated version of Task 2B after receiving feedback.

3. Visual References:

3.1 Moodboard and sketches of design applications.

B) Artwork & Mockup

1. Corporate Stationery:

1.1 Business Card.
1.2 Letterhead.
1.3 Invoice.
1.4 Envelope.

2. Collaterals

2.1 Create designs for at least 4 items relevant to your brand.

3. Digital Presence

3.1 Website (landing page).
3.2 Social Media profiles.

4. Environmental Graphics

4.1 Billboards/Posters/Shopfront/Signage.

Submissions:

Positioning Presentation: Upload each document using Google Slides, and be sure to convert them into PDF format.
Artwork and Mockups: Upload every document individually as visuals in PDF format and organise them in Google Drive.

Progress:

Brand Positioning

We were tasked with analysing brand positioning (revisiting concepts from Task 2B) based on the guidance provided by Ms. Lilian during class. This is my Version 1 (initial version) as I plan to refine and enhance my ideas later.

Figure T3.1: Brand Positioning (Initial), Week 6 (02/11/2024)

After receiving feedback from Ms. Lilian, she suggested that the Brand Story should provide some background and explain the Target Audience through market segmentation. For the Brand Value, she advised identifying 2-3 keywords that capture the brand's essence and evoke strong gut feelings, noting that the current focus is more on the USP. Lastly, the Brand Positioning Statement should summarise everything in 1-2 concise sentences. I made some changes to improve it in Version 2 (updated version).

Figure T3.2: Brand Positioning (Updated), Week 7 (04/11/2024)

Week 9 (18/11/2024)

Adjustments of Task 2B

Logo in Reverse:

After receiving feedback from Ms. Lilian, I ensured the binding box adhered to the clear space guidelines. I rechecked both logos and recalculated the black boxes: for the pictorial logo, which is 117 x 117mm, I added 20mm, resulting in a 137mm black box. Similarly, for the combination mark, which is 120 x 120mm, I added 20mm, making the black box 140mm.

Figure T3.3: Adjustments - Resize Black Box, Week 9 (18/11/2024)

Logo Space Rationalisation & Clearspace:

I included the scale and relation from my previous sketches, which I had initially forgotten to add.

Figure T3.4: Adjustments - Scale & Relation, Week 9 (18/11/2024)

I adjusted the grid to fit tightly around the logo without gaps and changed it to grey for the logo clearspace to align with logo space rationalisation overall.

Figure T3.5: Adjustments - Gaps & Grey Grid, Week 9 (18/11/2024)

Logo with Strapline:

I readjusted the size and position of the strapline, considering the scale of the logo, to ensure proper clear space. The finalised version is Version 2, shown in Figure T3.7.

Figure T3.6: Adjustments - Reposition & Resize Strapline, Week 9 (18/11/2024)

Logo Minimum Size:

I resized both the pictorial and combination logos using the Scale (S) tool to test their minimum sizes, ensuring uniform scaling and avoiding thickened strokes. The minimum size achieved was 30mm for the combination logo and 20mm for the pictorial logo.

Figure T3.7: Adjustments - Testing Minimum Size, Week 9 (18/11/2024)

Logo/Brand Typefaces:

I typeset the selected fonts to visually test the design. I used the logo typeface (Quickcat) and the primary typeface (Century Gothic). The secondary typeface (Segoe UI) served as an alternative option.

Figure T3.8: Adjustments - Typeset, Week 9 (18/11/2024)

Week 9 (21/11/2024)

Sketches & Digitisation

These were my visual references for the design applications, tailored to my plushies business.

Figure T3.9: Visual References, Week 7 (04/11/2024)

Logo Applications

Sketches:

After finding visual references, I proceeded to do sketches for the design applications.

Figure T3.10: Logo Applications - Sketches, Week 9 (21/11/2024)

Digitisation:

For the business card, I set the dimensions to 85mm x 55mm in Adobe Illustrator. Then, I explored various designs based on the sketches in Figure T3.10 to identify the most suitable option. Ms. Lilian advised against using lines for the layout, encouraging me to experiment freely with typography sizes without limitations. The business card contents included: logo, company name, company tagline, and contact details (phone number, email address, address, and website). I chose the Front Design and Back Design #2 as the final design.

Figure T3.11: Logo Applications - Digitisation (Business Card - Attempt 1), Week 9 (21/11/2024)

I then experimented with both reverse and normal applications of the brand colors. Among the options, I found that black and yellow (reverse colour) stood out the most.

Figure T3.12: Logo Applications - Digitisation (Business Card - Attempt 2), Week 9 (21/11/2024)

For the letterhead, I set the dimensions to 210mm x 297mm (A4) in Adobe Illustrator. The letterhead contents included: logo, company name, company tagline, contact details (phone number, email address, address, and website), and text placement (with and without). I chose the Front Design (pattern) and Back Design #4 as the final design.

Figure T3.13: Logo Applications - Digitisation (Letterhead - Attempt 1), Week 9 (21/11/2024)

I decided to stick with the black and yellow colour scheme that was used in the business card to maintain a consistent overall look.

Figure T3.14: Logo Applications - Digitisation (Letterhead - Attempt 2), Week 9 (21/11/2024)

For the envelope, I set the dimensions to 210mm x 148mm (A5) in Adobe Illustrator. The envelope contents included: logo, company name, company tagline, and address. For the envelope design, I selected a straight flap style based on my sketches. Ultimately, I chose Front Design #2 and Back Design #2 as the final designs.

Figure T3.15: Logo Applications - Digitisation (Envelope - Attempt 1), Week 9 (21/11/2024)

I focused on the back design to create a contrasting look. While the front design uses a white background, I opted for a black background on the back, incorporating the tagline in black and using yellow for the straight flap.

Figure T3.16: Logo Applications - Digitisation (Envelope - Attempt 2), Week 9 (21/11/2024)

For the invoice, I set the dimensions to 210mm x 297mm (A4) in Adobe Illustrator. The invoice contents included: logo, company name, company tagline, contact details (phone number, email address, address, and website), invoice details (title, number, items description, unit price, quantity, total, subtotal, tax, payment methods, and terms and conditions). I designed a single invoice and, being satisfied with the outcome, decided to proceed with it. To ensure consistency, I applied the same color scheme used in the other logo applications.

Figure T3.17: Logo Applications - Digitisation (Invoice - Attempt 1), Week 9 (21/11/2024)

Mockups:

Here are the mockups for the logo applications.

Figure T3.18: Logo Applications - Mockups, Week 9 (21/11/2024)

Collaterals

Sketches:

Here are the sketches for the collateral designs. I selected a total of four items for the collaterals: a packaging box, pins, a plushie identity card, and a paper bag.

Figure T3.19: Collaterals - Sketches, Week 9 (21/11/2024)

Digitisation:

I created the designs (artwork) in Adobe Illustrator based on the sketches in Figure T3.19.

Figure T3.20: Collaterals - Digitisation Attempt 1, Week 9 (21/11/2024)

Mockups:

Once finalised, I moved on to create the mockups in Adobe Photoshop. Unfortunately, the "pins" document was accidentally deleted, and I forgot to take a screenshot beforehand.

Figure T3.21: Collaterals - Mockups, Week 9 (21/11/2024)

Digital Presence

Sketches:

Here are the sketches for the digital presence. We were required to create two items: a social media profile and a website landing page.

Figure T3.22: Digital Presence - Sketches, Week 9 (21/11/2024)

Digitisation:

I then created the designs (artwork) in Adobe Illustrator based on the sketches in Figure T3.22.

Figure T3.23: Digital Presence - Digitisation Attempt 1, Week 9 (21/11/2024)

Figure T3.24: Digital Presence - Digitisation Attempt 2, Week 9 (21/11/2024)

Mockups:

Once finalised, I did the mockups at Smartmockups, which was very convenient.

Figure T3.25: Digital Presence - Mockups, Week 9 (21/11/2024)

Environmental Graphics

Sketches:

Here are the sketches for the environmental graphics. Among the sketches, I chose the billboard and signage for my digitisation.

Figure T3.26: Environmental Graphics - Sketches, Week 9 (21/11/2024)

Digitisation:
I then created the designs (artwork) in Adobe Illustrator based on the sketches in Figure T3.26.

Figure T3.27: Environmental Graphics - Digitisation Attempt 1, Week 9 (21/11/2024)

Mockups:
Once finalised, I moved on to create the mockups in Adobe Photoshop.

Figure T3.28: Environmental Graphics - Mockups, Week 9 (21/11/2024)

Overall Progression:

Here is my overall progression for my design applications.

Figure T3.29: Overall Progression, Week 9 (21/11/2024)

Week 10 (28/11/2024)

Additional & Google Slides

When applying the wordmark and new logo colour to my design projects, I provided additional logo explanations using the same setup as in Task 2B.

Figure T3.30: Additional - Wordmark, Week 9 (21/11/2024)

Figure T3.31: Additional - Logo Colour, Week 9 (21/11/2024)

After finalised everything, I converted the documents into Google Slides.

Figure T3.32: Google Slides, Week 10 (28/11/2024)

Week 10 (29/11/2024)

Final Submission of Task 3

All the documents in PDF format are available here: Google Drive.

Figure T3.33: Final Submission of Task 3 - Brand Positioning (PDF), Week 10 (29/11/2024)

Artwork Compilation

Figure T3.34: Final Submission of Task 3 - Artworks Compilation (PDF), Week 10 (29/11/2024)

Mockups Compilation

Figure T3.35: Final Submission of Task 3 - Mockups Compilation (PDF), Week 10 (29/11/2024)

FEEDBACKS

Week 7 (04/11/2024)

Specific Feedback:

Brand Positioning Statement

Brand Story: Provide a brief backdrop to set the scene.
Target Audience: Define the audience based on market segmentation.
Brand Value: Use 2-3 keywords that represent the core principles/values your brand embodies. Think of your brand as a person and consider the qualities that would define it. These values should evoke the "gut feeling" consumers want to experience with your brand. (Note: Your current brand value seems more aligned with your USP.)
Brand Positioning Statement: Summarise what your brand offers, who it serves, and the USP, all in 1-2 sentences.

Design Applications (300 ppi)

Logo Application: The size of the invoice design depends on the needs of your business.
Collaterals (≥ 4 items): Consider including a shirt design, which is a great idea.
Digital Presence (2 items): Create a website with a landing page intro and 2 key content pieces (e.g. product details and brand info). For social media, instead of designing 9 posts, use your collaterals or logo application, focusing on how you integrate your brand identity into the profile icon.
Environmental Graphics & Simulations: Consider designs for shop signage, posters, billboards, and interior displays.

General Feedback: For Visual References, the overall ideas and findings were OK, can proceed with sketching and digitisation. For Task 3 Brand Positioning slides, include the Task 3 Positioning Statement, Task 2B (updated version), and Task 3 Visual References & Sketches. For Task 3 Design Application, provide the actual artwork in its original size and mockups (individual PDFs, no compilation, and no need to layout every figure). For Task 4, two lecturers will give feedback, as it is also related to publishing design.

Week 8 (11/11/2024)

Specific Feedback: No feedback (Independent Learning Week).

General Feedback: No feedback (Independent Learning Week).

Week 9 (18/11/2024)

Specific Feedback:

Logo Applications

Avoid relying on lines for the layout and instead focus on experimenting freely with typography sizes. You can incorporate a reverse logo into your design—for example, using the standard logo on the front of a business card and the reverse version on the back to create contrast. Let your creativity flow and don’t confine yourself to strict rules.

Additional Updates

If you introduce new colours/variations of the logo, ensure you update the logo versions in black and white, reverse, colour, and minimum size to maintain clarity and inform the audience of its variations. Remember, consistency is key.

General Feedback: The deadline for Task 3 is 23/11/2024 before midnight. Task 4 will begin in Week 10, and to complete it by Week 12. It will be created using Adobe InDesign, formatted as a single eBook with dimensions of 1366px x 768px. There will be 3 chapters: the brand profile, which includes brand personality; the brand guidelines, which include logo dos and don’ts; and the application section. For the initial sketches of the layout, plan where to place pictures and text, such as on the cover, content page, and landing page. Use "X" inside rectangles to represent images and horizontal lines for text. This rough plan should incorporate the grid system and consider how many columns will be used for consistency and structure.

Week 11 (02/12/2024)

Specific Feedback: Typography in Corporate Stationery is done thoughtfully, showing sensitivity to the brand's style.

General Feedback: Late submission of Brand Positioning on 29112024 -35%. The progression and process of design are well documented but some components of submission have been submitted after the deadline.

REFLECTIONS

Experience

I regret procrastinating on this task; I should have tackled it as soon as I received the assignment, especially during Independent Learning Week. Overall, this task feels less engaging compared to the previous one, Task 2. The most frustrating part has been working with Adobe Photoshop to create the mockup. I’ve realised how much I’ve forgotten the shortcut keys since I’m far more accustomed to using Adobe Illustrator.

Observation

Consistency is a key aspect of branding, as it enhances recognition and clearly communicates the brand's identity to the audience or users, highlighting what makes the brand stand out.

Findings

Ensure that when you select a specific typography for your design, you consistently use that typeface throughout the project. Avoid introducing other typefaces, as this can disrupt the cohesion and clarity of your design.

QUICK LINKS

Projects

Task 1: Breaking Brand

Task 2: Logo

Task 3: Positioning & Identity

Task 4: Brand Guideline

Final Compilation