Brand Corporate Identity: Task 2

18/09/23 - 09/10/23 / Week 3 - Week 7
Azriq Anwar Bin Saprudin / 0353272
Brand Corporate Identity / Bachelor of Design (Hons) in Creative Media
Task 2

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LECTURES

Lecture 3

Type Of Marks

Logo

- A contraction of the Greek word "logos," which means "logotype" 

- It is basically a trademark. 

- A logo can have several extensions, including combination marks, logomarks, and logotypes.

    Wordmark, also known as logotype

        - When the company name or initials are the focal point of a logo

    Brandmarks

        - Logos that function as icons or symbolic images

    Combination mark, often known as a signature.

        - Assigns a single logo to both logotype and logomark

Monogram

- A motif created by layering or merging two or more letters to create a single symbol 

- Frequently created using a company's initials 

- Used to become a "symbol" or "logo"

Heraldry

- Is used to describe the creation, exhibition, and study of armorial bearing, also known as armory, as well as the investigation of ritual, status, and lineage. 

- Originated in Europe but is now widespread, particularly in nations that have been conquered 

- Frequently, these emblems, seals, and flags stand for empires, armies, and monarchies.

- The composite elements' aesthetic is inherently European and Eurocentric.

- Crests, coats of arms, emblems, and the like are often found in and derived from extensive/complete heraldry.

    Motto

        - Only use of words

    Crest

        - Identifying emblem for a family or organization 

        - Often placed above the coat of arms shield

    Shield Elements

        - What is displayed on the shield (colours and placements)

    Supporters

        - Usually, there are two creatures or people on either side of the shield.

    Coat of Arms

        - Distinctive heraldic symbols or shields representing an individual, a family, a business, or a nation

    Insignia

        - Differentiating a badge or insignia that represents a military rank, office, or affiliation with an organization

Mark

- Alludes to several marks

- Denotes possession or identity

- Embodies excellence, aptitude, and proficiency

- Tends to be legally significant since the designations "™," "®," "©," "℠," and similar ones indicate that the item is officially registered or established.

Trademark

- A legally registered sign or words that are used to identify a business or product

- Usually serves as a kind of identification inside a branding or design program—both of which are techniques for managing corporate identity. 

- It provides legal defence against infringement or theft.

- A service mark or trademark is an unregistered mark that is later registered under the "®"

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INSTRUCTIONS

Task 2A: Logo Research and Analysis

28 Logos Slides

Fig 1.1 28 Logo Research Slides

Understanding the logos that I've encountered was quite fun because I get to know more about the logos of the brands that I've owned or seen. For some logos, I wasn't quite sure which one was which.

Task 2B: Logo Creation

3 ideas for a brand

Fig 2.1 3 Ideas For Brand/Career

Two mindmaps were to be prepared for Week 2. 1 mindmap for the chosen business, and the other is for the brand name.

Fig  2.2 Mindmap (Business)

Fig 2.3 Mindmap (Brand Name)

At this point, I was having a hard time conceptualizing and rationalizing the name "The Orchid". It was difficult to have a connection between orchids and music. I proceeded to come up with a new name which was called "Botanical Ballads"

Fig 2.4 Mindmap 2 (Business)

Fig 2.5 Mindmap 2 (Brand Name)

Logo Ideas

Sketches

Fig 3.1 Logo Sketches 1

Fig 3.2 Logo Sketches 2

After some feedback, I narrowed down the options to focus on the form of the selected sketches.

Fig 3.3 Logo Sketches 3

Fig 3.4 Logo Sketches 4

As seen from the sketches, I primarily focused on logo number 1. I liked how it justified every part of the brand in a clear form, with the flowers being a persons hair, the headphones also being a musical note.

Digitalization

Upon finalizing the sketch of the logo, I then moved on to digitalizing the logo on Adobe Illustrator.

Fig 4.1 Logo digitalization 1 via AI

Fig 4.2 Logo digitalization 2 via AI

Fig 4.3 Logo digitalization 3 via AI

Fig 4.4 Logo digitalization 3 via AI

Fig 4.5 Logo digitalization 4 via AI

Logo Animation

Fig 5.1 Logo Animation

Final Submission

Logo System

Fig 6.1 Logo System Final Submission

Logo Animation

Fig 6.2 Logo Animation

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FEEDBACK

Week 2

- Rationalize why I called it 'The Orchid'

- Research more on what the orchid means and how it could relate to music

- Go in depth more on the business side as well as the brand name

- If decide to change the name, rationalise the new name and the business idea

Week 3

- 'Botanical Ballads' is a much better name that could suit the brand

Week 4

- To establish the clearspace around the logo

- Come up with a strapline

- Figure out the header and bodycopy typeface

- Come up with at least 2 patterns

Week 7

- Change 'Brand Guideline' to 'Logo System' or 'Logo'

- Rationalise the logo to make it more proportionate 

- Change the background to white for all pages except the reverse logo page

- For clearspace: The one without the logo, use a component of the logo to determine the clearspace instead of a 'b'. Also, do one for the wordmark as well

- Change 'immerse into the sounds' to Helvetica. Also, place one strapline under the logo

- Fix rationale paragraph; "orphan"

- Change 'Logo Primary and Secondary Colours' to 'Brand Colours'

- For logo min. size: Do one for just the wordmark as well. Note on page to say where the wordmark stops being readable.

- For typeface: Place Lorem Ipsum dummy text for the sub heading and body text. Also add a heading example. 

- For patterns: change to black and white.

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REFLECTION

Experience

Working on this task was challenging especially rationalising the first brand name I had in mind which was called 'The Orchid' as the name was chosen at random. I then came up with a name that makes more sense towards the business idea which makes that part of the process much easier. The feedback received was beneficiary. 

Observations

Coming up with ideas for the logo was the most fun part of the task for me. It allowed me to expend my idea towards many different directions. After sketching all the ideas for my logo, filtering out the logos was rather easier than I thought. 

Findings
I find that doing the research on logos was fascinating. I get to know more about the logos I know and seen in more depth. I also find that doing the ideation of the logos helped me be more free on what the possibilities a brand can look like.