BRAND CORPORATE IDENTITY
BRAND CORPORATE IDENTITY
Week 01 – Week 14（26/4/2025- 25/7/2025）
Xing Yu 0361463
Bachelor of Design (Honours) in Creative Media
LECTURES
Lecture 1 Introduction
Brand Corporate Identity is an integral part of graphic design discipline as it focuses on the visual integrity of a brand.
As such the module introduces students to the basics of identity design and the effective use of symbols in the area of visual communication.
“A symbol is a mark, sign, or word that indicates, signifies, or is understood as representing an idea, object, or relationship."
This Module aims to introduce you to the basics of identity design. You will learn about the creation of an image and subsequently the development of a brand. The learning process entails a case study: the breaking down of an established brand, and the mastery of the processes involved in brand creation.
Lecture 02 Brand
There's a lot of confusion when it comes to describing a brand'. While many brand and marketing experts and senior designers have a basic understanding of what a brand means, most designers may find themselves confused.
What is a Brand?
The word “brand” comes from the Old Norse word brand, which means “burning”. It originally referred to branding livestock to indicate ownership, a practice that can be traced back to the Indus Valley Civilization more than 4,000 years ago.
Over time, the meaning of brands has continued to evolve: from farmers marking their property, to craftsmen marking the ownership of their work, to factories marking the source of their products, and finally to companies using brands to claim that their products are superior to competitors.
Fig 1.1
Fig 1.2
“A brand is a person's gut feeling about a product, service, or company ... while companies can't control this process, they can influences 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.
Fig 1.3
What is Brand Identity?
Brand identity refers to the intuitive feelings consumers have about a product, service, organization or person, as well as the image and information conveyed by it. This "intuition" is one part of brand identity, and the other part is visual identity, which guides and manages the perception of the brand through visual elements.
In short, brand identity is a collection of various elements designed by a company to convey the right image to consumers. It is important to note that brand identity is different from "brand image" and "brand building", although these terms are sometimes used interchangeably. (Debara, 2017)
What is branding?
Branding is the process of giving meaning to a specific organization, company, product or service by consciously creating and shaping a brand image in the minds of consumers. It is a strategy carefully designed by companies to help people quickly identify and experience the brand, while prompting consumers to choose their products among many competitors (Marion, 2015).
In short, branding is to establish clear and lasting brand impressions and associations by occupying a unique position in the minds of consumers.
-Brand definition: clarify the brand's mission, values and promises.
-Brand positioning statement: concisely express the brand's role, target audience and the core benefits that the brand can bring.
-Brand identity: includes brand name, tone, visual design (such as logo design, color matching, font selection, etc.).
-Advertising and communication: use a variety of media such as television, radio, magazines, outdoor advertising, websites and mobile applications for publicity.
-Product design: embody the brand concept through the product itself.
-Sponsorship and cooperation: enhance brand exposure through cooperation with other brands or organizations.
-Store experience: Create a consistent brand experience in the offline sales environment.
-Office experience and management style: Deliver brand spirit through internal corporate culture.
-Customer service: Strengthen brand image through quality service.
-Pricing strategy: Strengthen brand positioning through pricing strategy.
What are the benefit of branding?
Branding helps you stand out in a saturated market.
Branding gives you credibility.
With a clear brand, you can charge what you're worth.
Branding 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.
What is a designer's role in branding?
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.
The core objective of the design programmed is to build and manage the company's important visual identity system to support brand recognition, communication and convey internal and external vision. Branding refers not only to products or product lines, but also to trademarks, brand names, reputation and atmosphere. In order to achieve information consistency in all products and services, the design project is crucial. It requires designers to create a unique, coherent, value-oriented and profit-oriented visual image through research and understanding, thereby enhancing brand recognition, market share, audience trust and loyalty. In addition, brand building can effectively avoid the dilemma of commoditization caused by price competition. Brands inspire innovation and cooperation through differentiation, continuously break the rules, form a positive cycle, and drive enterprises to continuously move towards sustainable competitive advantages.
“A brand is not a logo. A brand is not a corporate identity system. It's a person's gut feeling about a product service or company(or person)Because it depends on others for its existence, it must become a guarantee of trustworthy behavior” ——Marty Neumeier
Fig 1.4
Lecture 03: Types of Marks
“There's a lot of confusion when it comes to the differences between logos, logotypes, symbols, signatures, monograms etc." While many designers and marketing experts have a basic understanding of the nuances within the definitive applications of brand identity, most may find themselves confused. Let us attempt to clarify the meanings underpinning some of these terms.
Logo
“The term logo’ is short for logotype, design speak for a trademark made from accustom lettered-word (logos is Greek for word). The term logo caught on with people because it sounds cool, but what people really mean is trademark, whet her the term is a logo, symbol, monogram, emblem or other graphic device.(Neumeier, 2003)
Fig 1.5
Monogram
A monogram is a motif made by overlapping or combining two or more letters or other graphemes to form one symbol, Monograms are often made by combining the initials of an individual or a company, used as recognizable 'symbols’ or logos'
“The original Greek meaning of the term 'monogram' is a 'single line', understood as something written or drawn in outline (Mollerup, 2001)
Fig 1.6
Heraldry
“Heraldry is a broad term, encompassing the design, display, and study of armorial bearings (known as armory), together with the study of ceremony, rank, and pedigree”. It is generally European in its origin. Even though the concept of symbols/seals/flags representing, royalty, armies, or empires is nonexclusive to Europe, this particular style of composite of visual elements that make up the heraldic symbols is however Euro centric in nature.
From this comes related terms like: Crest, Coat of Arms, Insignia, etc.
Fig 1.7
A Crest is a distinctive device representing a family or corporate body, borne above the shield of a coat of arms (originally as worn on a helmet) or separately reproduced, for example on writing paper.
A Coat of Arms is a distinctive heraldic bearings or shield of a person, family, corporation, or country.
An Insignia is a distinguishing badge or 'emblem' of military rank, office, or membership of an organization: a khaki uniform with colonel's insignia on the collar the royal insignia of Scotland.
Fig 1.8
Mark
By itself it just means an impression made on a something, paper, wall, woodmote. However when combined with another word, i.e. trademark, watermark, earmarks, farm marks, ceramic marks, stonemasons’ mark, hallmarks, printers mark and furniture marks.
These marks signifies ownership or identification. They represent the quality, ability and skill levels of its creator and with that comes a promise of excellence.
Fig 1.9
A trademark is a symbol, word, or words legally registered or established by uses representing a company or product. “The function of a trademark is identification. Identification often takes place within a 'design programmed'... both design programmed and branding’ are methods for controlling corporate identity, one at an organizational level the other at product level.” (Mollerup.2001)
A trademark is also used as legal protection against intellectual property infringement or theft, A service mark or service mark is an trademark used in the United States and several other countries to identify a service rather than a product, Both 'unregistered' marks (trademarks ram and service marks sm) are temporary until the recognizable sign, design, or expression which identifies products or services of a particular source becomes a ® registered trademark.
The registered trademark symbol, ®, is a typographic symbol that provides notice that the preceding word or symbol is a trademark or service mark that has-been successfully registered with a national trademark office.
Fig 1.10
Brand
“A brand is a person's gut feeling about a product, service, or company ... while companies can't control this process, they can influences it by communicating the qualities that make this product different than that product.” (Neumeier, 2003)
Brand Idea
The term Ideal connotes the satisfaction of “one's conception of what is perfect; most suitable.”
“A brand ideal is a higher purpose of a brand or organization that goes beyond the product or service they sell. According to Stengel, “The ideal is the brand's inspirational reason for being. It explains why the brand exists and the impact it seeks to make in the world.”(Garbe, 2012)
“A brand ideal is a higher purpose of a brand or organization that goes beyond the product or serviette sell.”
Vision
Meaning
Differentiation
Sustainability
Authenticity Coherence
Flexibility
Commitment
Value
Brand Value
Brand values are key to fostering genuine engagement and building stronger connections with your target audience. For many businesses, these values serve as a guiding compass — a 'true north' that leads them toward success in the marketplace. While strategies may shift, core brand values remain constant. They reflect the brand's internal essence — its purpose, personality, and promise — and play a crucial role in shaping meaningful relationships with customers.
Brand Vision
“A powerful brand begins with a clear and inspiring vision, communicated by a leader who is not only articulate and passionate but also deeply committed.” (Baber, 2008)
“True vision demands courage. The most transformative ideas, ventures, products, and services are driven by individuals who can envision what others cannot — and who possess the determination to turn those visions into reality. Hearing this vision directly from the leader is essential in shaping brand identity. Leaders who openly share their boldest aspirations and obstacles often recognize the influence of symbols and understand the importance of storytelling in cultivating both brand culture and identity.” (11 digits, n.d.)
Brand Meaning
“Great brands are built on meaning — whether it's a compelling idea, a clear strategic stance, or a well-defined set of core values” (Baber, 2008). However, meaning is seldom immediate; it develops and deepens over time. Designers play a key role in shaping this meaning into distinctive visual expressions. To ensure the brand’s message is effectively understood and accepted, it's essential to clearly articulate the intended meaning. With this in mind, every component of a brand identity system should be supported by a structured framework that reflects both logic and purpose.” (11 digits, n.d.)
Brand Authenticity
“Authenticity begins with an organization’s clear understanding of its market, positioning, value proposition, and competitive edge.” (Baber, 2008)
Authenticity is rooted in self-awareness — in knowing who you are and making decisions that align with that identity. Organizations that possess a strong sense of purpose and values lay a solid foundation for building brand identity. Such brands are not only consistent and credible, but also enduring. To resonate with audiences, a brand’s expression must reflect its unique mission, heritage, culture, and personality. Customers are drawn to brands that feel personal, memorable, and most importantly, authentic as they perceive it. (11 Digits, n.d.)
Brand Differentiation
Differentiation: Brands always compete with each other within their business category and, at some level, compete with all brands that want our attention, focus and loyalty"”(Baber, 2008) “The world is a noisy place filled with a panoply of choice. Why should consumers choose one brand over others? It is not enough to be different. Brands need to demonstrate this difference and make it easy for customers to understand what makes them so. If your brand suddenly didn't exist, would anyone miss it? Arelly good brand leaves a big gap." (11 digits, n/d)
Brand Sustainability
“Sustainability: Sustainability is the ability to have longevity in an environment in constant flux and characterized by future permutations that no one can predict”(Baber, 2008)
“Brands are messengers of trust. We are all moving at blinding speed. Our institutions, technology, science, lifestyles, and vocabulary are in a state of continuous flux, Consumers are reassured by trademarks that are recognizable and familiar. Sustainability is achieved through a commitment to the equity of a central idea over time. Also, the capacity to transcend change." (11 digits, n/d)
Brand Coherence
“Coherence: Whenever a customer experiences a brand it must feel familiar and have the desired effect”(Baber, 2008)
“Whether a customer is using a product, or talking to a service representative, even if they are making a purchase on their iPhone, the brand should feel familiar, Coherence is the quality that ensures that all the pieces hold together Ina way that feels ideal to the customer... it is a baseline that is designed to build trust, foster loyalty, and delight the customer. A brand identity system is unified visually and structurally. It builds on cohesive brand architecture and utilizes specially designed colors, typeface families, and formats. The identity system advances immediate recognition of the company and supports brand attributes across various media.”(11 digits, n/d)
Brand Flexibility
"Flexibility: An effective brand identity positions a company for change and growth in the future. It supports and evolving strategy."(Baber, 2008)
“Innovation requires brands to be flexible. Brands that are open to change need to have flexible brand identity systems in place. Because of that it's necessary for them to quickly seize new opportunities in the marketplace. The brand identity toolbox encourages creativity within parameters that always keep the brand immediately recognizable. Certainly, a carefully designed balance between control and creativity makes it possible to adhere to the identity standards. All this while achieving specific marketing objectives." (11 digits, n/d)
Brand Commitment
“Commitment: Organizations need to ensure all people engaged with the brand have complete motivation and dedication in order for it to succeed.” (Baber,2008)
“A brand is an asset that you have to protect, preserve, and nurture. Actively managing the asset requires a top down mandate and a bottom up understanding of why it is important. Building, protecting, and enhancing the brand requires desire and a disciplined approach to insure its integrity and relevance. The mantra is to keep moving. Thus, with ongoing management, dynamic adherence to the central idea, monitoring of standards that help preserve the asset, and tools the organization needs to build its brand.” (11 digits, n/d)
Brand Value
“Value: Measurable results need to be created that promote and sustain the brand.”(Baber, 2008)
“Creating value is the biggest goal of most organizations. The quest for sustainability has expanded the value conversation with consumers. Being socially responsible, environmentally conscious, and profitable is the new business model. Finally, a brand is an intangible asset. Above all, brand identity, which includes all tangible expression from packaging to websites, upholds that value.” (11 digits, n/d)
Positioning
“Put simply, brand positioning is the process of positioning your brand in the mind of your customers. Brand positioning is also referred to as a positioning strategy, brand strategy, or a brand positioning statement.(Bueno, 2019)
However, Willis (2017) draws a distinction between strategy and positioning implying that strategy is a long term plan and influences the positioning of the brand, “Creating your brand strategy is like drawing out a map, and positioning is determining your location and destination”
INSTRCTIONS
Task 1-Breaking Brand
Select a well-known brand with regional or international influence for analysis. The core of Breaking Brand is to deconstruct the brand. To help with this task, an outline or framework will be provided.
Week 1
We need to conduct a brand analysis of an internationally influential brand according to this framework.
A) BRAND PROFILE
1. Description
1.1 Summary Description
1.2 Target Market/Audience
1.3 The Offer
1.4 Specific Benefits
2. Brand Value
2.1 Retailer's Perspective
2.2 Customer's Perspective
3. Brand Positioning
3.1 Why This Brand & Not Competition
3.2 How it positions itself towards the target market
3.3 Who are the Competition
4. Unique Selling Proposition (USP)
B) EXPANDED BRAND PROFILE
1. Description1.1 Founder 1.2 Location1.3 Logo/Logo evolution
2. Benefits
3. Target Market/Audience
3.1 Geographic Segmentation
3.2 Demographic Segmentation
3.3 Psychographic Segmentation
3.4 Behavioral Segmentation
4. Competitive Differentiation
5. Pricing
6. Distribution
7. Brand's Positioning Statement
8. Brand's Voice
9. Brand's Communication Strategy
I looked up information about YSL and summarized it in a document.
Fig 2.0 YSL Analysis PDF
Week 2
I made a presentation ppt and we delivered the presentation in the classroom.
Fig 2.1 YSL Analysis PPT
Task 2 / Logo 20% - Individual
Week 3 – Week 5
A) Research & Analysis: You are to collect 28 logos, 2 everyday for 2 weeks; Good &/ Bad. *You are to pick the first two logos you see at the beginning of your day, upon stepping out of the house, browsing the internet, driving, etc. If the logos you see have been picked previously; skip! Logos are everywhere! Your task upon identifying your logo is to articulate in words; the type of logo (logotype, logo mark, etc?); Is the logo descriptive, abstract, etc.; identify and describe the graphic elements or base element used in the logo construction; identify the colour scheme (warm, cool, secondary, primary); describe the type choice. All 28 logos are to be documented using Google Slide and embedded in your eportfolio post.
B) Concurrently, while doing the above and upon selection or identification of your brand/occupation, produce 2 sheets of idea-sketches weekly (the more the merrier) for the development of your logo. Initially, use mind-maps to identify important keywords or key visuals. Develop these into idea sketches and then later into concepts. Narrow down the most promising ideas and concepts. The developed logo in its final most appropriate form will need to be digitized, in black and white (only after approval of the BW version can you embark on selection of colour in Project 3). All progression or exploration—the various evolution of the draft logo—must be documented meticulously, labelled and described at every stage in your eportfolio post.
1) Logo in BW, reverse & colour
2) Logo space rationalization & clear space
3) Logo with strapline
4) Logo with rationale (brand I ds
5) Logo minimum size
6) Brand primary & secondary colours
7) Logo/brand typeface(s)
8) Patterns derived from logo
9) Logo animation (GIF)
Week 3
During this week, I observed and analyzed the common logos in our daily life and around us, including 14 good logos and 14 bad logos.
Fig 2.2
Week 4
Initially I created a document covering the three professions, describing the services and products they offer, their target demographic, their USP, and their brand name and rationale.
Fig 2.3 Logo Idea pdf
Week 5
Finally, I chose the photography studio as the theme to draw my mind map and changed the name to Soul at the suggestion of Miss Vitiyaa.
Fig 2.4
Mind map in Figma
This is my first draft of the logo, but the meaning of the name is unclear and it is not simple and straight to the point, so I need to change the name and redesign the logo.
Fig 2.5 First draft
Week 6
Then I changed the name and designed the second draft.
Fig 2.6 second draft
Miss chose these three logo drafts, and I continued to develop based on these three drafts.
Fig 2.7 second draft
Week 7-Week 8
I took the next step of development and digitized the draft, and with everyone's suggestions I finalized the final version.
Fig 2.8 Draft digitization
Fig 2.9 Final logo
Fig 2.10 Final logo in Ai
Fig 2.11 Final logo gif process in Ai
FINAL SUBMISSION
Fig 2.12 Xing Yu_Logo.pptx
Fig 2.13 Xing Yu_Logo.pdf
Fig 2.14 Xing Yu_Logo.gif
Task 3 / Positioning & Identity
Logo Rationale & Brand Applications
Task Description
1. Logo Rationale
- Write a logo rationale explaining the design choices
- Use keywords from the brand profile that reflect the brand’s core values
2. Mood Board Creation
- Create a mood board featuring:
- Colours
- Visual style
- Typography
- Use the mood board to start positioning your brand
- Ensure the mood board reflects the brand’s distinct identity and core values
3. Design Brand Applications Using your logo and mood board, design the following:
- Business card
- Letterhead & continuation sheet
- Invoice
4. Additional Brand Collaterals
- Design at least 4 other brand items, e.g.:
- T-shirt
- Tote bag
- Lapel pins
- Product packaging
5. Digital Presence & Environmental Graphics
- Design brand applications for digital platforms, such as:
- Website
- Social media
- Apply the brand identity to environmental graphics, including simulations of:
- Signage
- Shop front
- Reception desk
Logo Applications Required
1. Print Stationery
- Business Card
- Letterhead & Continuation Sheet
(with and without mocked text) - Envelope
- Invoice
2. Collateral
- Design four relevant collateral items of your choice, for example:
- T-shirt
- Tote bag
- Lapel pins
- Product packaging
- Any other suitable items
3. Digital Presence
- Website UI design
- Social media branding elements
4. Environmental Graphics & Simulations
- Signage
- Shop front displays
- Reception desk branding
- Other relevant environmental applications
Week 7
In the this week, Miss introduced us to the mood board, so after class I looked for some examples of mood boards and some related pictures on how to make a Soul brand mood board, and developing my
mood board.
Fig 3.0 Mood Board progress in Ai
Week 8-Week 9
In the this two weeks we have been developing Applications 、Collaterals and Digital Presence & Environmental Graphics Mockups. In the first development, I made mugs, billboards, and tote bags for Soul, but Miss told me that as a photography studio, using lightbox as a mockup would be more appropriate than billboards. And the choice of other mockups should also be related to the brand. So I changed the Collaterals to: T-shirts, camera bags, tripods, photography brochure, and keychains, and changed the billboards to Light boxes.
Fig 3.1 progress in Ai
Fig 3.2progress in PS
FINAL SUBMISSION
Fig 3.3 Business Card JPEG
Fig 3.4 Letterhead JPEG
Fig 3.5 Invoice JPEG
Fig 3.6 Envelope JPEG
Fig 3.7 T-Shirt JPEG
Fig 3.8 Camera bag JPEG
Fig 3.9 Tripod JPEG
Fig 3.10 Photography Brochure JPEG
Fig 3.11 Keychain JPEG
Fig 3.12 Website JPEG
Fig 3.13 Social Media JPEG
Fig 3.14 Signage JPEG
Fig 3.15 Shop Front JPEG
Fig 3.16 Reception Desk JPEG
Fig 3.17 Light Box JPEG
Fig 3.18 Shooting Area JPEG
Fig 3.19 Exhibition JPEG
Fig 3.20 Task_03_PDF
Task 4 / Brand Guideline
Task Overview
- Create a simple brand guideline tailored for smaller or younger brands (not a full corporate identity system).
- The guideline should be concise and bespoke, covering key brand elements.
Content to Include
- The Brand
- Core values, mission, vision (from earlier tasks)
- Visual Guide (based on Task 2)
- Logo usage (versions, clear space, sizing)
- Colour palette
- Typography
- Applications (based on Task 3)
- Examples of stationery, collateral, digital presence, and environmental graphics
Submission Requirements
- Document all progression and outcomes in your e-Portfolio
- Prepare a neatly collated printed A4 booklet
- Enclose the booklet in a clear plastic sheet for presentation
Week 10-Week 13
In these weeks, we have completed the development of Applications, Collaterals and Digital Presence & Environmental Graphics Mockups, and started to work on Brand Guideline. The format of the printed book is 18cm x 25cm (A5) vertical. The presentation slides should be in A4 format, horizontal
Fig 4.0 Brand Guideline Book Progress in InDesign
Fig 4.1 Brand Guideline Book Progress in InDesign
Fig 4.2 Brand Guideline Book Progress in InDesign
Fig 4.3 Brand Guideline Presentation slide Progress in InDesign
Fig 4.4 Brand Guideline Presentation slide Progress in InDesign
Fig 4.5 Task 04_Brand Guideline Print Book _ PDF
Fig 4.6 Task 04_Brand Guideline Presentation Slide _ PDF
Brand Guideline E-Book : https://online.fliphtml5.com/sfmkv/dmro/
FEEDBACK
Week1:
A Brief of MIB and introduction to Task1
Week2:
Prepare the presentation slide and start collecting 28 logos
Week3:
presentation
Week4：
presentation and Completed 28 logo collections
Week5：
I showed Miss my first sketch. Miss suggested that I change the brand name and I need to re-design my 17 logos. The final logo needs to be simple, relaxed and straight to the point.
Week6：
I showed Miss my second logo sketch I changed the name of the brand and redesigned my logo. Miss helped me choose four logos, and then I asked everyone to help me choose. Finally, I decided on the final logo. With the help of Miss, I made progress.
Week7：
Describe how to create a mood board.
Week8:
Independent week ，I stared create a mood board.
Week9：
Briefly introduce Task 3，And miss shows us the Task2 template, I need to modify the format again.
Week10：
Continue create branded Applications, Collaterals, Digital Presence & Environmental Graphics.
Week11：
Special: Clear space needs to be left around the logo, the billboard needs to be changed to a lightbox, and extended mockups that match the brand need to be selected.
Week12：
Confirm the submission format and time of Task 3, and introduce Task 4 Brand Guideline and print book.
Week 13:
Final presentation.
Week 14:
Submit the e-port folio
REFLECTION
Task1
Experience
Presenting the Yves Saint Laurent brand identity analysis in class was both a rewarding and challenging experience. It required me to delve into the brand's history and brand positioning. The process of preparing for the presentation pushed me to really think and research. During the presentation, I was nervous, but I also received a lot of valuable feedback after Miss's comments.
Observations
A key observation during the project was how YSL deftly balanced tradition and modernity and the brand’s rich heritage. I also noticed how YSL used minimalist yet striking design elements to convey elegance, rebellion and strength.
Findings
Through this project, I learned that brand identity is more than a logo or a font—it’s a combination of emotional values, cultural resonance, and a consistent visual message. Ultimately, this case reinforced the idea that a strong brand identity comes from staying true to core values while being innovative and taking risks.
Task2
Experience
Throughout the project, I experienced logo design in a very practical and hands-on way. Starting from the third week, daily logo observation exercises made me pay more attention to branding in my daily life. After exploring three possible careers, I decided to choose a photography studio. Creating mind maps and sketches based on key ideas pushed me to transform abstract ideas into visual forms. At first, the conception of the logo was not clear and the name lacked meaning. After Miss Vitiyaa's feedback, I changed the brand name to Soul, which was more in line with the emotional and expressive values I wanted to convey. After many iterations and feedback, I finally completed the digital version of the black and white logo. It was very rewarding to see the concept from sketches to the final refinement. The whole process allowed me to apply theoretical knowledge to practical work and made me appreciate the value of iteration, feedback and meaning in design.
Observations
I also observed that a logo is more than just a pretty graphic – it communicates the brand at a glance. And during my own sketching process, I noticed how different ideas evolved after visual testing. Some concepts that looked promising in my head didn’t work well on paper, while others unexpectedly stood out when I started sketching.
Findings
Through this assignment, I learned that a good logo starts with a strong idea, and that the process is crucial, and that the final result is significant because of the in-depth exploration, feedback, and development that went into it. Feedback was also crucial, and Ms. Vitiyaa’s comments helped me make decisions, and a logo needed to be concise and clear. Most importantly, every sketch, even the “bad” ones, is a step towards a better final logo. This assignment made me sharper, more thoughtful, and more focused.
Task3
Experience
Initially, I designed mugs, tote bags, and billboards. However, after receiving feedback from Miss, I realized that some of the choices did not match the essence of the brand as a photography studio. This prompted me to revise the peripheral products and focus on tools and environments that are more related to photography - such as T-shirts, camera bags, tripods, photography manuals, and keychains. And the light box model was replaced with a billboard, which also better reflects how a photography studio presents its brand in a real environment.
Observations
I have observed that consistency between a brand’s logo and its application is crucial. Simply placing a logo on any item does not necessarily mean that it makes sense or fits the brand image. The wrong items with the wrong logo lack the context to convey the essence of the brand.
Findings
Each branded item should reflect the brand’s purpose and personality. The right derivatives can simulate the customer’s contact with the brand in the studio or event venue more realistically and immersivity. And choosing a neutral yet expressive color scheme can help to strengthen the brand’s emotional tone.
Task4
Experience
I set out to create a concise and visually cohesive brand guide tailored for a young brand. The process began with organizing previous assignments, including core values, mission, and vision, and then refining the visual identity. I formatted everything into an A5 vertical brochure (18cm x 25cm) for printing, while also preparing a clean A4 horizontal layout for presentation slides. Managing both formats simultaneously helped me think about the scalability of the design.
Observations
I’ve noticed that creating a brand guideline for a young or emerging brand requires a balance between structure and flexibility. Unlike a full corporate identity system, it’s more effective to keep it simple, understandable, and visually appealing. Visual consistency is crucial, especially when it comes to logo application across stationery and digital platforms.
Findings
Through this assignment, I learned that including clear examples and instructions for use is crucial, especially in terms of logo placement, space limitations, and minimum sizes. Most importantly, I now have a better understanding of how brand imagery translates into real-world experiences—whether online, in print, or in physical spaces.
Further Reading
Fig 5.1《Designing Brand Identity: An Essential Guide for the Whole Branding Team》
Author: Alina Wheeler
Published: 2012 (the fifth edition was published in 2017, but the main idea of the book was established in 2003)
Publisher: John Wiley & Sons
Brand is not only a visual logo, but also the "intuitive feeling" of consumers. Brand identity (logo, color, font, visual language, etc.) is a key medium for building cognition and differentiating competitors; from behind-the-scenes research to market launch, every step requires rigorous strategy, creativity and practical operation; establish a unified brand guideline to ensure long-term consistency and adaptability. This is a comprehensive reference book for cross-functional teams such as brand planners, designers, and business owners.
"A brand is a person's gut feeling about a product, service, or company."
A brand is not a logo, copywriting, or marketing promotion; it is the emotional response of people to the brand. For companies/designers, the core task is not just to make beautiful graphics, but to "feel the brand" through visual language, service experience, etc. to make consumers trust, identify, and have confidence.
"Designing Brand Identity" talks about both strategy and practice; it explains why to do it and how to do it. The core concept is: brand is an asset of emotion and trust, not just a graphic recognition tool.
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