BRAND CORPORATE IDENTITY: TASK 1 - BREAKING BRAND

MKT62404 Brand Corporate Identity
05.04.2023 - 19.04.2023 (Week 1 - Week 3)
Mariam Ayman Mohamed Abouelala (0347638)
MKT62404 Brand Corporate Identity / Bachelor of Design (Hons) in Creative Media / Taylor's University
Task 1: Breaking Brand

INSTRUCTIONS

LECTURES

Lecture 1 : Introduction & Module Briefing

During our first class, Ms Lilian started to introduce us the module and briefing the MIB about the 4 projects that we will be doing during the semester .

She started by Project 1 : Breaking Brand (Case Study) then followed by Project 2: Logo , Project 3 : Positioning and Identity and Lastly Final Project : Brand Guideline .

Lecture 2: Brand

During this lecture Ms Lilian will educate us about branding, brand identity, designers' roles in branding, where to achieve success, the benefits of branding.

What is Branding ?

Is the process of bringing meaning into a specific organisation, company, product, or service by building and defining a brand in the minds of consumers.

People can identify and experience the brand through branding.

A brief history lesson: Slaves' "owners" used to mark them.

It has transformed what we brand, how we brand it, and why we brand it. In addition to stating how a firm owns its values and expresses them, flaws, and gains the confidence and loyalty of customers via its actions, words, and stories, branding is still about accepting ownership.

Brands can sway customers by highlighting the distinctive features of their products. They can influence consumers by appealing to their instincts.

Figure 1 Human Branding in the past.

Brand

It's a mixture of many separate pieces, all of which come together to form the brand.

The act of actively building and influencing a brand in consumers' minds in order to give a specific organisation, company, products, or services a meaning. It is a strategy used by businesses to help people quickly identify and experience their brand and give them a reason to select their products over rivals' offerings.

A company's competitors are destroyed by effective branding. Frequently, from an angle where this becomes prevalent.

Brand Identity

It's a collection of all elements that a company creates to portray the right image to its customer.

It can help shape the brands' image.

When people talk about a brand's identity, they typically mean the intuitive feeling they have about the brand's image, message, service, organisation, or person. One element of a brand's identity is its gut reaction. Another is "visual identity," which uses imagery or messages to support "gut instinct."

Branding could be accomplished by:

Brand definition
Brand positioning statement
Brand identity
Advertising & communications
Product Design
Sponsoring & partnerships
In-store experience
Customer service
Pricing Strategy
Workspace experience and management style

Branding Advantages:

Allows you to stand out in a competitive marketplace
gives credibility
results in customer loyalty
leads to returning customers & referrals
helps to bring in the right customers
branding=consistency
the introduction of new products and services is facilitated
give clear strategy for moving forward
save money & time
convey a sense of security and confidence in doing business

The designer's responsibilities include:

Research (history of client and product, understanding of target market, and so on) and trademark development
what you create is the face of the brand
Content, strategy, and messaging all take on a different shape when it comes to design.

Figure 2 Design Process Deliverables

A brand is created in large part by designers. They work together to create a brand as a member of a wider network of individuals. The brand's face is created by a designer and is represented through its visual identity.

A design programme is essential to guarantee that the visual identity generated is coherent and harmonious with the application across products and services in order to establish consistency in messaging. Every business needs design programmes in order to function effectively. A designer must develop, conceptualise, and produce a visual identity that is distinctive, memorable, consistent, of good value, profit-based, grows market share, and gains the audience's respect. Effective research, comprehension, and the creation of a visual identity programme are required for this.

Lecture 3 : Types of Marks

Although designers and marketing professionals have a rudimentary awareness of the subtleties inside the definitive uses of brand identity, they frequently struggle with it. The various viewpoints on the subject must be weighed, and a conclusion must be carefully considered.

Symbolic marks are described using a variety of terms, including emblem, token, sign, mark, letter, hieroglyph, ideogram, logo, badge, stamp, trademark, crest, insignia, seal, rune, logotype, logogram, monogram, hallmark, flag, token, motif, and coat of arms.

What is logo?

A logo (abbreviation of logotype;^[1] from Ancient Greek λόγος (lógos) 'word, speech', and τύπος(túpos) 'mark, imprint') is a graphic mark, emblem, or symbol used to aid and promote public identification and recognition. It may be of an abstract or figurative design or include the text of the name it represents as in a wordmark. (wikipedia)

A logo, short for "logotype," is a trademark created from a bespoke lettered word. People liked the word because it sounded cool, but it actually referred to trademarks.

A logotype is a logo that is centred around a company name or initials.

A logomark is a logo that is centred on a symbolic picture or icon.

A combination mark is a combination of words and symbols, often known as a signature.

Figure 3 Types of Logos

What is Monogram?

Monograms are a motif made by overlapping or combining two or more letters or other graphemes to form one symbol. They are often made by combining initials of the brand to be used as recognisable symbols or logos. The term comes from Greek, meaning a single line.

Figure 4 Monograms

What is Heraldry?

Historic in nature, Heraldry is a broad term that encompasses design, display & study of armorial bearings (armoury) alongside the study of ceremony, rank & pedigree. Its origin is primarily European due to the concept of the symbols/seals/flags representing the royalty, army & empire. This style has visual elements that make up the heraldic symbols.
Other related terms are: crest, coat of arms, insignia, etc.
Crest: A distinctive device that represents a family or corporate body, borne above the shield of a coat of arms or separately reproduced.
Coat of Arms: A distinctive heraldic bearing or shield of a person, family, corporation or country.
Insignia: A distinguishable badge or 'emblem' of military rank, office or membership of organisation.
Figure 5 Heraldry

Figure 6 Heraldry

Figure 7 Heraldry

Figure 8 Heraldry

What is Mark?

Alone, Mark is an impression made on a medium. If combined with another word (trademark, watermark, earmarks, farm marks, ceramic marks, stonemasons' mark, hallmarks, printers' mark & furniture mark) signifies ownership or identification. These represent the quality, ability & skill levels of its creator and with that comes a promise of excellence.

Figure 9 Stonemason's marks on curbstones in Serle Street, London

Figure 10 Italian renaissance printers mark; identification & protection

Figure 11 Conqueror paper watermark

Today the most familiar term in law & branding is trademark. Despite the popularity of the usage 'logo', trademark takes forth with the law. The term servicemark in the US & a few countries globally carries legal weight.

Trademarks are a symbol, word or words legally registered/established to be used as a representation of a company/product.

Figure 12 Apple's Trademarks

A trademark serves as legal protection against infringement or theft of intellectual property. These are only temporary until the identifiable symbol, design, or expression that identifies items or services from a specific source is registered as a trademark.

Figure 13 Registered Trademark, Trademark & Servicemark

PRE-RECORDED LECTURES

Lecture 1: Introduction

For the first recorded lecture, Brand corporate identity, according to Mr Vinod, is an essential aspect of graphic design discipline, because it focuses on the visual integrity of a brand, and branding is one of the areas within graphic design that plays a critical role in society and marketing.

He also explained the aim of the module to us which is this Module is designed to teach you the fundamentals of identity design. You will study about the creation of an image and subsequently the growth of a brand. The learning process comprises a case study: the breaking down of an established brand, and the understanding of the processes involved in brand creation.

He also explained about how to get good marks he said that Rely on the feedback and not the grades. Your academic record doesn't matter when you interview for a design agency because all that matters is your work.

Mr Vinod also talked about time management which is super important thing you need to consider .

He also mentioned that our capacity to control our emotions will be put to the test throughout the course of the next 14 weeks.

Lecture 2: Brand

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 behaviour” -Marty Neumeier

During this recorded lecture Mr Vinod explained the following topics :

What is a brand?

What is brand identity?

What is branding?

What are the benefits of branding?

What is a designers’ role in branding?

Also he explained about branding achieved through Brand definition, Brand positioning statement, Brand identity, Advertising and communications , Product design

, Sponsoring and partnerships, In-store experience, Workspace experience and

management style, Customer service & Pricing strategy.

Also he stated about benefits of branding and designers role in branding .

Branding able to takes ownership over particular term, word or sentence, as well as story. Brand is an amalgamation of many different parts, and all this parts constituted together to make the brand. Whilst, brand identity is a collection of all elements that a company creates to portray the right image to its customer. Branding can also be achieved through many different ways:

1. Purpose, values and promise

2. What the brand does, who's the target, and the benefits of our brand

3. Name, tone, voice, visual identity, colors, typography, etc

4. Advertising and communication

5. Product design

6. Sponsoring and partnerships

7. In-store experience

8. Workspace experience and management style

9. Customer service

10. Pricing strategy

Branding also had many different benefits, include helping you stand out in a saturated market, gives credibility, leads to customer loyalty, returning customers & referrals, helps to attract ideal clients, etc. Designers also play a very important role in the creation of brand.

Lecture 3: Type of Marks

In this lecture, we were explained of the different types of marks/logo. Logo refers to all marks that represent a brand. Whereas a logotype is a logo centered around the name of the company and a logomark is a logo centered around a symbolic image or icon. Below is the lecture slides given to us:

Logos, logotypes, symbols, signatures, monograms, and more are all discussed in detail in this lecture by Mr. Vinod.

IBM uses a monogram, while Nike uses a symbol. Both are trademarks but neither are logos […] What really matters here is that a logo, or any other kind of trademark is not the brand itself. Its merely a symbol for it.” -Marty Neumeier

PRACTICAL

Task 1: Breaking Brand

Week 1

This task its group project and individual as well , we will have to work together on this project, then submit it on our own. Ideally, we'll select a well-known brand with a strong presence in the local or global market for our study. Breaking brand essentially requires the us to deconstruct a brand.

group research, followed by the preparation of presentation slides or additional research on our own, is required.

We are expected to conduct research with our own group members, followed by the preparation of presentation slides or additional research.

We chose to construct Apple brand profile .

There is a Task outline we need to follow .

Figure 14 Task outline

Then I began to read about the background and the history of Apple brand .

Week 2

During this week I started to look in many websites about information about Apple brand and I started to gain more knowledge about Apple and how it started and how it develops and so on.

So during this week I condensed my research to have more info .

Week 3

During this week I tried to have many references as much as possible and to gather the info so it would be much more effective .

Everybody has to upload their documents and slides to our Google Drive folder this week, which is the submission date for Project 1. I've attached the completed brand profile document and slides.

Figure 14 Final Brand Profile Submission Document

Starting with all of the material I had, I began organising and condensing everything it took some time. To aid in comprehension. As apple one of my favourite brand and all my devices is apple so i wanted to know more about the features and the origin and i really knew a lot of things after doodling for the research, I thoroughly enjoyed examining Apple brand identity.

Figure 15 Final Brand Profile Submission Slides

Figure 16 Final Brand Profile Submission Slides

FEEDBACK

For this task the feedback given by Ms Lilian to me was ;

My information was good , but it needed paraphrase and to make it shorter to reflect my understanding .

Room for improving the brand communication startegy to showcase the potiental oppurtunity for visual communication . Examples were not enough.

I did the task in the best way as I was very keen to condensed my research.

Week 2 Feedback : Complete project 1 and get everything ready for the submission due the following week. In addition, begin work on Project 2's mind map and visual study for logo design.

Specific Feedback: no feedback given.

Week 3 Feedback : Ensure that all documents and slides are uploaded to the Google Drive folder and that the Task 1 blog has been updated.

Specific Feedback: Make sure that you submit your bog link

REFLECTION

Experiences

Week 1: It was briefing session for the module . It was fun as well as Ms Lilian is so friendly and she kept asking about the brands that we were wearing and so on it was fun class.

Week 2: Today, we only had a short session as we only showed our progress to Ms Lilian about our brand research

I felt that I have a lot of work to do as I joined late and I need to catch up everything very fast

Week 3: It was Submission for the task 1 , I felt that I'm overwhelming .

Observation

Week 1: First time after first class to obeserve the brands in different prespective and to ask myself the question Ms Lilian asked to us why you wear this brand ? is it because the name ? or you liked the design ?

It was important question , as the aim was we are buying the brand name or what exactly .

Week 2: Today's class was pretty chill and stressed for me at the same time , cause I'm having a lot of research to do as the deadline next week

Week 3: It was submission week it was very hectic for me , As I did the research from the scratch .

Findings

Week 1: No findings made

Week 2: While working on project 2, conducting brand research might help us better understand and approach it in a professional way.

Week 3: During this week I realised the importance of working hard and smart , when I knew about how apple brand started and how it developed and the amount of effort made to make this brand now as Apple its really insane I really loved it .

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Mariam Ayman (347638)