Brand Corporate Identity Task 1
Brand Corporate Identity - Task 1, Exercise
Week 1 -4
Ke Bo Zhi / 0362533
Bachelor of Design (Hons) in Creative Media
Task 1, Exercise
Lecture 1
It is related to the visual integrity of a brand, and it is also an important part of the graphic design discipline. The subject of corporate image is an introduction to the basics of brand design and how symbols are used in the field of visual communication.
"A symbol is a mark, sign or word that indicates, signifies or is understood as representing an idea, object or relationship."
So, what is a brand?
“A brand is a person's gut feeling about a product, service, or company [...] while companies can't control this process, they can influence it by communicating the qualities that make this product different than that product.
“When enough people arrive at the same gut feeling, a company can be said to have a brand. In other words, a brand is not what you say it is. It's what they say it is.” It is a mental construct shared by society about a product, service, organization or even a person.
What is a brand identity?
I think, when marketing people talk about brand identity, they are referring to the “gut instinct”, the image or messaging associated with the product, service, organization or person. They are not wrong.
Lecture 2
What is a Brand?
“What does the word 'brand/branding’ actually mean? The term derives from the Old Norse word "brandr" or “to burn" and refers to the practice of branding livestock, which dates back more than 4000 years to the Indus Valley” (aka Indus Valley Civilization - see map).
“Of course, branding has evolved over the centuries-from farmers claiming their property, to artisans claiming credit for their work, to factories claiming their products, to companies claiming their products were better than others.
But what does branding look like in the past and what does I look like presently?
Brand
In the 21st century, branding is still about ownership, not just property and products. It's about understanding what your company values and stands for, acknowledging your shortcomings, and earning the trust and loyalty of your customers through your words, actions, and stories.“A brand is a person's gut feeling about a product, service, or company [...] while companies can't control this process, they can influence it by communicating the qualities that make this product different than that product.
“When enough people arrive at the same gut feeling, a company can be said to have a brand. In other words, a brand is not what you say it is. It's what they say it is.” It is a mental construct shared by society about a product, service, organization or even a person.
I think, when marketing people talk about brand identity, they are referring to the “gut instinct”, the image or messaging associated with the product, service, organization or person. They are not wrong.
The gut feeling is one aspect of the brand's identity, the other is its 'visual identity' which helps to manage the message or image or gut feeling. “Brand identity is the collection of all elements that a company creates to portray the right image to its consumer [...] Brand identity is different from “brand image and “branding," even though these terms are sometimes treated as interchangeable.” (Debara, 2017)
- Brand definition: purpose, values, promise
- Brand positioning statement: what your brand does, who you target, and the benefits of your brand, a concise statement
- Brand identity: name, tone of voice, visual identity design (which includes the logo design, color palette, typographies...)
- 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
- Branding helps you stand out in a saturated market.
- Branding gives you credibility.
- With a clear brand, you can charge what you're worthBranding leads to customer loyalty.
- Branding leads to returning customers & referrals.
- Branding = Consistency.
- Branding helps to attract your ideal clients.
- Branding your business will save you money and time.
- Branding will give you confidence in your business.
- Established branding makes it easier to introduce new products/services.
- Branding gives you a clear strategy for moving forward.
Designers play a pivotal role in the creation of a brand, but they are part of a larger network of individuals collaborating to give voice and form to the brand. What is clear is that there can be no brand without the skill sets a designer brings to the table. The visual identity that a designer creates constitutes the face of the brand.
Your role is to give form to the content, strategy and messaging. For the designer this means research (history of client and product and understanding the target market and more) and the development of a trademark.
To ensure consistency in message, a 'design programmer' is necessary to ensure a visual identity is developed that is coherent and cohesive in its application across products and services of the organization or person.
The design programmed is a crucial endeavor in every large and medium enterprise for branding to be effective. The role of the designer is to develop, Oen vision, 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 this through good research and understanding and the development of an effective visual identity programmed.
Your role is to give form to the content, strategy and messaging. For the designer this means research (history of client and product and understanding the target market and more) and the development of a trademark.
To ensure consistency in message, a 'design programmer' is necessary to ensure a visual identity is developed that is coherent and cohesive in its application across products and services of the organization or person.
The design programmed is a crucial endeavor in every large and medium enterprise for branding to be effective. The role of the designer is to develop, Oen vision, 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 this through good research and understanding and the development of an effective visual identity programmed.
Research
task2
In the first week, we roughly determined the brand we wanted to design and selected three examples. After determining the brand, we wanted to design and the general service content, my lecturer recommended me to choose the third one (fruitea), which means the combination of fruit and tea. The main service of the product is fruit tea, fruit juice and fruit smoothies.
Figure:1.1 ：Brand concept
Figure:1.2 ：Brand concept
Figure:1.3 ：Brand concept
exercise
task1
Brand survey 【NIKE】
FEEDBACK
I need to make my task more beautiful and add more design sense. Try a few combinations in terms of typography and translate the data into your own rather than quoting the original text when collecting it.
REFLECTION
This assignment was a rewarding experience, which allowed me to learn and understand a lot of information about the image and history of brand enterprises. At the beginning I wasn't sure what the course would be about, but as I went through the course, I became more and more aware of the rules of each brand design. In addition to simply providing products and building a brand image, we must also conceive the characteristics and values of the brand.
评论
发表评论