Brand Corporate Identity

Woo Yau Ka / 0355281 / Bachelor of Design (Hons) in Creative Media

Task 2

Lecture

Logo

The abbreviation of the logo originated in the Greek word "logo".
The logo has different extensions, such as logo, logo and combination marks.

-Logotype

When the logo is named by the company name.
E.g.: Coca-cola, Google, Netflix, etc.

-Logomarks

The logo is a symbol image or icon.
E.g.: Apple, Nike, etc.

-Combination mark

Logotype and logomark logo as one.
E.g.: Burger King, etc.

Monogram

Usually made from company abbreviations.
For the theme of a symbol with overlapping or combined two or more letters.
E.g.: H&M, HP, LV, etc.

Heraldry

Fig1.1 Heraldry Breakdown Examples
https://pin.it/2ZeMcPDgN

Rear originally found in Europe, but you can find it anywhere.
This Ealing and flag usually represent the fees for use, the army and the empire.
The style of composite elements is naturally based on the euro.

Motto

Only words.

Crest

Distinctive device that represents a family or corporate body.
Usually above the shield of a Coat of Arms or separately reproduced.

Fig1.2 coat of arms (family crest)
https://pin.it/1hlj3WjZ7

Shield Elements

What appears on the Shield.

Supporters

The two animals or people on both sides of the shield.

Coat of Arms

The unique coat bearing shield.

Insignia

The badge that distinguishes organizations.

Mark

Refers to different trademarks.
Ant consideration "™", "®", "©", "℠", etc., tend to bear legal weight.

Trademark

A symbol, the word registered by the law, is used to reply to the company or product.

INSTRUCTIONS

Task 2A: Logo Research & Analysis

Fig2.1 28 Logo Research Slides

Task 2B: Logo Creation

Ideas

Fig2.2 Career/Brand Ideas (Week 1)

Mind map

The task required the creation of two mind maps, one about the brand and one about the brand name, and two pages of logo sketches.

Fig2.3 Mind map 1 -The Brand (Week 3)

In the brand business area I described the style, concept, staff, services, hours, theme and website.

Fig2.4 Mind map 2 -Brand name (Week 3)

In the brand name, I described the feeling, concept, color and style. It is cool and mysterious, with black, white and silver as the color theme.

Fig2.5 Mind map 1 -The Brand (Week 4)

After getting feedback from my instructor, I improved some of the information about the brand, replacing the incorrect "TDA" with "Photo Studio".

Sketches

At first, it wasn’t smooth when I was thinking about the sketch, but because the brand is a photo studio, I thought of incorporating photography equipment (such as cameras and tripods) into the logo.

Fig2.6 Sketches 1 - (Week 3)

Fig2.7 Sketches 2 - (Week 3)

Based on the feedback from my classmates, selected #8, #12, and #18 for improvement. I also need to add "photo studio" to next week's sketch.

When I was creating the sketches, it suddenly occurred to me that I could use light and shadow to design, because light and shadow are the important core in photography, so I designed a lot of drafts that incorporated light and shadow and cameras.

Fig2.8 Sketches 1&2 - (Week 4)

Finally, after getting feedback from classmates, I chose to integrate the camera and use light and shadow, and then tried to combine and digitize it.

Logo Digitalization

First, I created a digital version of the sketch and chose the font of "photo studio".

Fig2.9 Digital - 01

The first digital solution was a sharper font. The instructor’s feedback was that it might be too sharp and not suitable for the brand. She suggested that me try more typefaces and designs.

So, the next week I submitted several different typefaces and designs.

Fig2.10 Digital - 02

Fig2.11 Digital - 03

The instructor's feedback was that the font size of "S" did not match the other font sizes, and "A" and "W" were too wide.

Fig2.12 Digital - 03

The instructor then chose a version with a camera and a tripod, and I modified the font to be more rounded.

Final:

Fig2.13 Final Digital

Brand Guidelines

Fig2.14 pdf (week 6)

This week, we need to produce a PDF that shows the logo in black and white, color, reverse, etc.

Fig2.15 pdf (week 6)

GIF

Fig2.16 gif - ai (week 6)

I simulated a prism inserted into the middle of the text to create a light and shadow transformation. Finally, I pressed the button to take a photo and used the red dot to focus.

Final gif:

Fig2.17 gif (week 6)

Final Outcome:

Fig2.17 final outcome (week 7)

FEEDBACK

Week 1

Ideas

Week 3

My Brand

Ideas and Mind maps

Logo Ideas

Sketches

-Be concise

-Using the tripod to the design

Week 4

Logo Ideas

Sketches

-Choose a design with a tripod

-Choose a typography design of using light and shadow

-Try combining ideas

Week 5

Logo Digitalization

Logo Exploration (Attachment 3.1.)

-Just submitted an one idea

-try more typeface

-make the font rounded

Week 6

Stripes Brand

Logo Exploration

-Inability to understand instructions provide through the document setup tutorial provided as an unsightly border has been introduced in final outcome submission. Logo in reverse introduces a grey area which was not previously seen in logo in black and white (the correct interpretation should be the whole brandmark appearing as white against black bounding box). In addition, the black bounding box must adhere to the clear space measurements rather than a centered rectangle with no point of reference. Logo in color is shown with a grid system which is not needed (and is not correctly sequenced). Logo space rationalization is weak and does not reflect any consideration of the proportions and relevance of components in the final design. Logo clear space on the top and bottom parts of brandmark is inaccurate in that it does not take into consideration the protruding rectangle on top of ‘O’ nor the three ‘legs’ below it. Logo with strapline contains no strapline and is merely a repetition of logo in black and white. No introduction of colors (seen in logo minimum size) except for logo in color and brand primary and secondary colors. No indication of logo typeface, merely brand typeface and only one selected typeface not very well demonstrated (lacking in sensitivity and almost as an afterthought).

Logo Animation

-the idea behind gif. is well suited to the nature of business and reflect critical thinking ability.

REFLECTIONS

Experience

This assignment was novel and gave me the opportunity to personally create a brand. I also learned a lot from the feedback from my classmates, and even when I had no ideas, I could get a lot of inspiration from the discussions. Create a collaborative environment where we can enjoy the benefits of collaboration.

Observations

I realized that this experience was similar to the brand logo design in the advanced typography course. Both made people feel novel and interesting, and they improved their own logo step by step. It’s a great sense of accomplishment when you successfully design a logo.

Findings

This task gave me a lot of experience in analyzing brand logos. It made me realize that there are many types of logos, and also made me familiar with the history of many famous brands. For example: Nike, Apple, etc.… The history of the brand and the key to the logo.

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Woo Yau Ka (0355281)