Brand Corporate Identity - Task 1 - Breaking Brand
24/04/2024 - 08/05/2024 / Week 1 - Week 3
Amelia Intan Cahyani/ 0355211
Brand Corporate Identity/ Bachelor of Design (Hons) in Creative Media
Task 1 - Breaking Brand
Lectures
Lecture 01: Introduction
Branding in graphic design is crucial for businesses and marketing. It represents entities like corporations, small businesses, NGOs, individuals, and governments. A symbol can grow into a word mark and then into a largeridentity.
We were encouraged to prioritize feedback over chasing grades, recognizing its importance in enhancing our work. Additionally, we were reminded to take initiative, work independently, and build self-confidence.
Lecture 02: Brand
Understanding different viewpoints on branding is important. While experts and experienced designers usually grasp what a brand is, some designers may still be unsure. So, it's vital to question ideas and form your own opinions.Understanding different viewpoints on branding is important. While experts and experienced designers usually grasp what a brand is, some designers may still be unsure. So, it's vital to question ideas and form your own opinions.
What is a brand?
The term originates from the Old Norse word "brandr," meaning "to burn." It initially denoted the practice of branding livestock, which traces back over 4000 years to the Indus Valley. Throughout history, branding evolved as farmers asserted ownership, artisans took credit for their workmanship, factories promoted their products, and companies asserted superiority over others.
fig 1 human branding in the past
Brief history lesson: In the past, slaves were branded by their 'owners'.
What we choose to brand, the methods we use, and the reasons behind it have evolved. While branding still signifies ownership, it also reflects how a company embodies its values and acknowledges its shortcomings, aiming to earn consumer trust and loyalty through its words, actions, and narratives.
Brands have the power to influence consumers by conveying the distinctive qualities of a product, leaving a lasting impression on consumers' instincts.
What is a brand identity?
When people talk about brand identity, they typically mean their intuitive response to the brand's image, message, service, organization, or individual. This instinctive reaction forms part of a brand's identity. Another aspect is 'visual identity,' which supports the intuitive response with imagery or messages.
What is branding?
"The process of giving a meaning to a specific organisation, company, products or services by actively creating & shaping a brand in consumers' minds. It is a strategy designed by organisations to help people quickly identity & experience their brand, and give them a reason to choose their products over the competitions" -Marion (2015)
Effective branding can overshadow its competitors, particularly when viewed from a certain perspective where its impact is evident.
fig 2 diesel strategy
fig 3 unhate campaign
When comparing the two, Diesel adopts a more playful and daring strategy, while Unhate adopts a more societal approach. Both brands clearly differentiate their values through communication and visual strategies. Branding involves seizing and molding an image in consumers'minds, leaving an enduring and unique impression.
Branding can be accomplished through various means:
-
Defining the brand: clarifying purpose, values, and
promises
-
Crafting a brand positioning statement: succinctly
describing what your brand does, who it targets, and its
benefits
-
Establishing brand identity: including the name, tone of
voice, and visual design
-
Utilizing advertising and communications channels: such
as TV, radio, magazines, outdoor ads, websites, and mobile
applications
-
Incorporating product design
-
Forming sponsorships and partnerships
-
Enhancing in-store experiences
-
Shaping workspace experiences and management styles
-
Improving customer service
-
Developing a pricing strategy
Benefits of effective branding include:
-
Standing out in the market
-
Building credibility
-
Having control over perceived value
-
Fostering customer loyalty
-
Maintaining consistency
-
Attracting ideal clients
-
Saving time and money
-
Instilling confidence in the business
-
Facilitating the introduction of new products or
services
-
Providing a clear strategic direction
Designers role in branding
Designers hold significant roles in the branding process,
contributing as integral parts of a collaborative network.
The visual identity they develop serves as the outward
representation of the brand. Ensuring message consistency
requires a robust design program, guaranteeing coherence
and cohesion across various products and services. Such
programs are indispensable for any enterprise aiming for
effectiveness. Designers must conceive and craft a visual
identity that is distinct, memorable, and consistently
reflects the brand's values, profitability, market share,
audience engagement, and trust. Achieving this demands
thorough research, understanding, and the implementation
of an effective visual identity program.
fig 4 virtuous circle
Lecture 03: Types of Marks
Although designers and marketing experts generally grasp
the fundamental aspects of brand identity, they often
encounter confusion due to the varied interpretations.
With differing opinions on the topic, it's essential to
evaluate them critically and draw a well-considered
conclusion. Various terms are used to describe symbolic
marks, including emblem, token, sign, mark, letter,
hieroglyph, ideogram, logo, badge, stamp, trademark,
crest, insignia, seal, rune, logotype, logogram, monogram,
hallmark, flag, motif, coat of arms, and more.
Logo
In terms of a logo design is a trademark created from
custom lettering, while the term "logo" is preferred for
its sound. "Logo" encompasses all marks representing a
brand. A logotype focuses on a company's name or initials,
while a logomark centers around a symbolic image or
icon. At times, a signature occurs when a word and
symbol are merged (known as a combination mark).
Additionally, a logotype is alternatively referred to as a
wordmark.
fig 5 types of logos
Monogram
Monograms are patterns created by overlapping or merging
two or more letters or other symbols into a single
element. Typically, they are formed by combining the
initials of a brand to create recognizable symbols or
logos. The term originates from Greek, where it denotes a
single line.
fig 6 monograms
Heraldry
With its roots in history, Heraldry is a broad concept
encompassing the design, presentation, and examination of
armorial bearings (armoury), as well as the study of
ceremonial practices, social rank, and lineage. Its
origins are primarily European, stemming from the
tradition of using symbols, seals, and flags to represent
royalty, military forces, and empires. This style
incorporates visual elements that constitute the heraldic
symbols.
Associated terms include crest, coat of arms, insignia,
and more.
-
Crest: A unique symbol representing a family or
organization, typically depicted above the shield of a
coat of arms or independently.
-
Coat of Arms: A distinct heraldic emblem or shield
representing an individual, family, corporation, or
nation.
-
Insignia: A recognizable badge or emblem denoting
military rank, official position, or membership in an
organization.
fig 7&8 heraldry
fig 9 example of coat of arms
Mark
On its own, a mark denotes an impression left on a
surface. However, when paired with another term such as
"trademark," "watermark," "earmarks," "farm marks,"
"ceramic marks," "stonemasons' mark," "hallmarks,"
"printers' mark," or "furniture mark," it indicates
ownership or identification. These marks serve to
represent the quality, capabilities, and expertise of
their creator, embodying a commitment to excellence.
fig 10 mark
In contemporary legal and branding contexts, the term
most commonly encountered is "trademark." Although "logo"
is widely used, "trademark" holds greater significance in
legal matters. In the United States and select other
nations worldwide, the term "servicemark" also holds legal
significance. Trademarks encompass symbols, words, or
phrases that are legally registered or established for use
as representations of a company or product.
fig 11 apples trademarks
A trademark serves as legal safeguarding against the
infringement or misappropriation of intellectual property.
These protections remain temporary until a recognizable
sign, design, or expression identifying products or services
from a specific source is formally registered as a
trademark.
Lecture 01: Introduction
Branding in graphic design is crucial for businesses and marketing. It represents entities like corporations, small businesses, NGOs, individuals, and governments. A symbol can grow into a word mark and then into a largeridentity.
We were encouraged to prioritize feedback over chasing grades, recognizing its importance in enhancing our work. Additionally, we were reminded to take initiative, work independently, and build self-confidence.
Lecture 02: Brand
Understanding different viewpoints on branding is important. While experts and experienced designers usually grasp what a brand is, some designers may still be unsure. So, it's vital to question ideas and form your own opinions.Understanding different viewpoints on branding is important. While experts and experienced designers usually grasp what a brand is, some designers may still be unsure. So, it's vital to question ideas and form your own opinions.
What is a brand?
The term originates from the Old Norse word "brandr," meaning "to burn." It initially denoted the practice of branding livestock, which traces back over 4000 years to the Indus Valley. Throughout history, branding evolved as farmers asserted ownership, artisans took credit for their workmanship, factories promoted their products, and companies asserted superiority over others.
fig 1 human branding in the past
Brief history lesson: In the past, slaves were branded by their 'owners'.
What we choose to brand, the methods we use, and the reasons behind it have evolved. While branding still signifies ownership, it also reflects how a company embodies its values and acknowledges its shortcomings, aiming to earn consumer trust and loyalty through its words, actions, and narratives.
Brands have the power to influence consumers by conveying the distinctive qualities of a product, leaving a lasting impression on consumers' instincts.
What is a brand identity?
When people talk about brand identity, they typically mean their intuitive response to the brand's image, message, service, organization, or individual. This instinctive reaction forms part of a brand's identity. Another aspect is 'visual identity,' which supports the intuitive response with imagery or messages.
What is branding?
"The process of giving a meaning to a specific organisation, company, products or services by actively creating & shaping a brand in consumers' minds. It is a strategy designed by organisations to help people quickly identity & experience their brand, and give them a reason to choose their products over the competitions" -Marion (2015)
Effective branding can overshadow its competitors, particularly when viewed from a certain perspective where its impact is evident.
fig 2 diesel strategy
fig 3 unhate campaign
When comparing the two, Diesel adopts a more playful and daring strategy, while Unhate adopts a more societal approach. Both brands clearly differentiate their values through communication and visual strategies. Branding involves seizing and molding an image in consumers'minds, leaving an enduring and unique impression.
- Defining the brand: clarifying purpose, values, and promises
- Crafting a brand positioning statement: succinctly describing what your brand does, who it targets, and its benefits
- Establishing brand identity: including the name, tone of voice, and visual design
- Utilizing advertising and communications channels: such as TV, radio, magazines, outdoor ads, websites, and mobile applications
- Incorporating product design
- Forming sponsorships and partnerships
- Enhancing in-store experiences
- Shaping workspace experiences and management styles
- Improving customer service
- Developing a pricing strategy
- Standing out in the market
- Building credibility
- Having control over perceived value
- Fostering customer loyalty
- Maintaining consistency
- Attracting ideal clients
- Saving time and money
- Instilling confidence in the business
- Facilitating the introduction of new products or services
- Providing a clear strategic direction
Designers role in branding
Designers hold significant roles in the branding process, contributing as integral parts of a collaborative network. The visual identity they develop serves as the outward representation of the brand. Ensuring message consistency requires a robust design program, guaranteeing coherence and cohesion across various products and services. Such programs are indispensable for any enterprise aiming for effectiveness. Designers must conceive and craft a visual identity that is distinct, memorable, and consistently reflects the brand's values, profitability, market share, audience engagement, and trust. Achieving this demands thorough research, understanding, and the implementation of an effective visual identity program.
fig 4 virtuous circle
Lecture 03: Types of Marks
Although designers and marketing experts generally grasp the fundamental aspects of brand identity, they often encounter confusion due to the varied interpretations. With differing opinions on the topic, it's essential to evaluate them critically and draw a well-considered conclusion. Various terms are used to describe symbolic marks, including emblem, token, sign, mark, letter, hieroglyph, ideogram, logo, badge, stamp, trademark, crest, insignia, seal, rune, logotype, logogram, monogram, hallmark, flag, motif, coat of arms, and more.
Logo
In terms of a logo design is a trademark created from custom lettering, while the term "logo" is preferred for its sound. "Logo" encompasses all marks representing a brand. A logotype focuses on a company's name or initials, while a logomark centers around a symbolic image or icon. At times, a signature occurs when a word and symbol are merged (known as a combination mark). Additionally, a logotype is alternatively referred to as a wordmark.
fig 5 types of logos
Monogram
Monograms are patterns created by overlapping or merging two or more letters or other symbols into a single element. Typically, they are formed by combining the initials of a brand to create recognizable symbols or logos. The term originates from Greek, where it denotes a single line.
fig 6 monograms
Heraldry
With its roots in history, Heraldry is a broad concept encompassing the design, presentation, and examination of armorial bearings (armoury), as well as the study of ceremonial practices, social rank, and lineage. Its origins are primarily European, stemming from the tradition of using symbols, seals, and flags to represent royalty, military forces, and empires. This style incorporates visual elements that constitute the heraldic symbols.
Associated terms include crest, coat of arms, insignia, and more.
- Crest: A unique symbol representing a family or organization, typically depicted above the shield of a coat of arms or independently.
- Coat of Arms: A distinct heraldic emblem or shield representing an individual, family, corporation, or nation.
- Insignia: A recognizable badge or emblem denoting military rank, official position, or membership in an organization.
Mark
On its own, a mark denotes an impression left on a surface. However, when paired with another term such as "trademark," "watermark," "earmarks," "farm marks," "ceramic marks," "stonemasons' mark," "hallmarks," "printers' mark," or "furniture mark," it indicates ownership or identification. These marks serve to represent the quality, capabilities, and expertise of their creator, embodying a commitment to excellence.
In contemporary legal and branding contexts, the term most commonly encountered is "trademark." Although "logo" is widely used, "trademark" holds greater significance in legal matters. In the United States and select other nations worldwide, the term "servicemark" also holds legal significance. Trademarks encompass symbols, words, or phrases that are legally registered or established for use as representations of a company or product.
fig 12 registered trademark,
trademark&servicemark
Instructions
Task 1 - Breaking Brand
During our first session, Ms. Lilian divided us into groups of three to conduct a company analysis. For this assignment, we unanimously chose Apple. Subsequently, we divided the tasks equally among team members to ensure each individual had a manageable research workload. Each of us then proceeded with our designated research tasks, consolidating our findings into a shared document for collaborative use. The breakdown below outlines the specific areas of focus for each team member. Once our research is complete, we will compile it into Google Docs and our presentation slides.
Submission
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