BRAND CORPORATE IDENTITY: TASK 2 - LOGO

MKT62404 Brand Corporate Identity / (Week 3 - Week 9)
Mariam Ayman Mohamed Abouelala (0347638)
MKT62404 Brand Corporate Identity / Bachelor of Design (Hons) in Creative Media / Taylor's University
Task 2: Logo

INSTRUCTIONS

LECTURES

Lecture 4: Brand Ideals

Week 4

The topic of the presentation today was brand ideals, which relate to a company's or brand's higher purpose that extends beyond the services or goods they offer and describes why the brand exists as well as the kind of impact it aspires to have on society. The lecture slides are presented below:

A brand ideal is a company's or organization's higher purpose, one that extends beyond the goods and services they promote. The brand's vision serves as its motivation for existing and existing. It has a bigger objective.

The ideal leadership team would have a common goal. Without this, reaching the intended market would be challenging. A process is an ideal.

Brand values are able to generate genuine consumer engagement and point a company in the right direction. As the "true north" of a compass, they point the way to market success. They should therefore be maintained and followed regularly. Effective brand values mirror consumer ideologies while keeping the brand's emotions in mind.

A brand ideal is a company's or organization's higher purpose, which extends beyond the goods or services they market.

The ideal of every brand is based on such ideals. Values are regarded as a brand's cornerstone. It makes it possible for the brand to realise its ideals.

Ideals include, for instance:

Figure 1 Brand Ideals

Vision: It requires courage. An ability to have unique ideas through a visionary mindset. However, it is not enough to imagine, but there must be action taken. Having a vision is critical to the brand's identity.

Meaning: Rarely immediate and revolves over time. As designers, we must translate this meaning visually to be explained well to be understood & communicated.

Authenticity: A self-knowledge practice that helps a brand identify its identity, strengths, expression and more. Customers identify with authentic brands as they feel like the brands are to be trusted.

Differentiation: All brands are constantly competing with one another to get the consumers' attention, focus and loyalty. It is not enough to be different. A really good brand leaves a big gap.

Sustainability: The ability to have longevity in an environment in constant flux & characterised by future permutations which cannot be predicted

Coherence: The brand should feel familiar towards a consumer. It is a baseline which builds trust, loyalty and satisfaction.

Flexibility: An effective brand identity positions a company for change and growth as it is inevitable.

Commitment: It has to ensure everyone who interacts with the brand would have complete motivation and dedication for the brand to succeed.

Value: The results of the brand need to sustain the brand. A brand is an intangible asset.

During the lecture, Mr Vinod shared some insights into Google, Nike & Apple's branding which gave a lot of knowledge on how brand's carry out their brand ideals.

Lecture 5: Positioning

Today's lecture was about brand positioning, where it is also referred to as a positioning strategy, brand strategy, or a brand positioning statement. The goal of positioning is to create a unique impression in the customer's mind or having something unique about our brand that is distinct from the rest of the marketplace. The 3 questions that we should first answer in order for us to have a brand:

1. Who are you?

2. What do you do?

3. Why does it matter?

Below is the lecture slides given to us:

Brand positioning is the process of positioning the brand in the mind of the consumers. Other terms are positioning strategy, brand strategy or brand positioning statement. However, some state that strategy is a long term plan and influences the brand's positioning. "Creating your brand strategy is like drawing out a map, and positioning is determining your location & destination," - Willis, 2017.

Once a brand is successfully position, it is difficult to reposition. An example is Volvo's unappealing perception to men due to it's focus on safety which reduced its sex-appeal.

Currently, there are too many companies which feel the same, failing to stand out from the rest. To stand out, uncovering your competition's lack in areas is crucial. Find a whitespace in the market where other's are ignoring its' opportunities.

1. Try to take on the market leader & beat them at their own game. It is possible in markets with no clear leader, but it does require money and time. An example of this is Pepsi & Coke.

2. Focus on a niche market within a larger market that is being underserved where other companies aren't meeting their needs.

3. Reframing the market with new terms. Make the benefits highlighted by others irrelevant or boring. However, this works if the product/services have innovative elements.

4. Change the game. Be the first in the market, being able to invent a new market. Market disrupters are Uber or Xerox. The downside is that people can copy you before there's a chance to establish the brand. (Grab)

In order to create position strategy, a brand's uniqueness must be determined. Questions to determine if the brand is good are:

Who are you?
What do you do?
Why does it matter?

To effectively clarify the brand's position in the marketplace, the key steps are:

Determine how the brand is currently positioning itself
Identify the direct competitors
Understand how each competitor is positioning their brand
Compare the brand's positioning to the competitor's to find a uniqueness
Develop a distinct and value-based positioning idea
Craft a brand positioning statement
Test the efficacy of the brand positioning statement

To build a positioning statement, these are the four essential elements.

Target Consumer: What is the concise summary of the attitudinal & demographic description of the target market that the brand is trying to appeal to?
Market Definition: What category is your brand competing in and what relevance does it have to consumers?
Brand Promise: What is the most compelling benefit to the target market that the brand can own relative to competition?
Reason to Believe: What is the most compelling evidence that your brand delivers on its brand promise?

After answering all four questions, craft the positioning statement:
"For [target market], [company] is the [market definition] that delivers [brand promise] because [company] is [reason to believe]."

PROJECT

Task 02(A): Logo Research & Analysis

For our 2nd project, the task were divided into 2. For the 1st task, we were required to collect a total of 28 logos, 2 everyday for 2 weeks. We were required to analyse the logo we found and identify them in words:

1. The type of logo

2. Is the logo descriptive, abstract, etc

3. Identify and describe the graphic elements or base elements used in the logo construction

4. Identify the color scheme (warm, cool, secondary, primary)

5. Describe the type choice

All the logos must be documented in PDF. Below is my PDF for the logo analysis:

Fig 2 Final Submission - Logo Research and Analysis

Task 02(B): Logo Design

For our 2nd task, we were required to select a occupation of our own and create a logo. We were taught on how to use mind-maps to come up with the key words that will make it easier for us to visualize the logo design. We need to develop these into idea sketches and then later into concepts. The final developed logo will need to be digitised in black and white.

By next week, we need to answer 3 questions :

1. Who are you?

2. What do you do?

3. Why does it matter?

Once we're done with that, we need to start working on our brand's brief profile and the idea sketches. Below is my brand profile:

Chosen Occupation: Jewlery Brand Owner

1. Who are you?

I’m a jewlery brand artist that focuses on making handcrafted jewlery unique products.

2. What do you do?

I use gold and silver and other material to create unique jewlery products, Which is reflects my Egyptian Culture and Arts

3. Why does it matter?

I adore Gold. I aim to design distinctive jewellery products. I wanted to design products that would also give users a sense of individuality while wearing them, therefore I will allow them to wear jewellery with quotes, so they will feel emotional and expressing their emotions through a piece of jewlery made with passion and love.

BRIEF BRAND PROFILE

Brand Story

Once upon a time, there was a young graphic design student named Mariam Ayman, studying at Taylor's University in Egypt. Mariam had always dreamed of having her own jewelry brand, and she was determined to make her dream a reality.
With a passion for craftsmanship and a deep appreciation for Arab culture and Egyptian heritage, Mariam embarked on a journey to create her own handmade jewelry brand. She knew that in order to create the best quality pieces, she needed to do thorough research and find the finest craftsmen who specialized in handcrafting jewelry.

For months, Mariam dedicated herself to the task, visiting workshops and learning the art of jewelry-making firsthand. She wanted her brand Mariam Jewelry, to be a celebration of Arab culture and Egyptian traditions. To achieve this, she incorporated Arabic calligraphy, profound words, and traditional architectural aspects into her designs.
The logo of Mariam Jewelry beautifully showcased Mariam's Egyptian and Arabic heritage, with the elegant strokes of Arabic calligraphy enhancing its appearance. The brand's designs often featured Arabic quotes that conveyed significant statements of religion, love, and inspiration. Mariam used poetry to evoke emotions and forge connections with her customers. Additionally, she drew inspiration from traditional Egyptian architecture, which lent a unique and timeless aesthetic to her creations.

Mariam had a particular fondness for combining silver and gold in her jewelry, symbolizing the harmony between tradition and

contemporary influences. This fusion offered her customers a one-of-a-kind and luxurious look that captured the essence of her brand.

What set Mariam Jewelry apart from others was her commitment to personalized jewelry. She allowed buyers to customize their purchases

with significant words or quotes, making each piece a heartfelt expression of love or cherished memory. Her handmade jewelry aimed to

evoke emotions and create lasting connections with the wearers.

After much hard work and dedication, Mariam finally launched her brand, offering a wide range of high-quality jewelry products. She also

introduced a special silver line for men, ensuring that everyone could find elegance in her designs.

JEWELRY BOUTIQUE

As the years went by, Mariam Jewelry became a beloved brand, cherished by customers far and wide. The brand continued to innovate and expand its product line while staying true to its mission of making the jewelry experience easy and enjoyable for everyone.
Today, Mariam Jewelry stands as a testament to Mariam Ayman's vision and determination. It serves as a shining example of how a dream, combined with passion and a deep connection to one's heritage, can give rise to a successful and beloved brand.

1. Summary Description

Mariam is an Egyptian jewelry brand that embodies Arab culture and tradition through handcrafted designs. Their jewelry, featuring Arabic calligraphy, insightful words, and traditional architecture, evokes emotions and fosters cultural appreciation. With customizable options, Mariam creates unique pieces that enable individuals to express themselves and form meaningful connections.

2. Target Market/Audience

16-70 years old

Mariam Jewelry caters to a wide range of age groups, spanning from 16 years old up to the 70s. The brand's diverse jewelry designs, customization options, and celebration of cultural heritage make it suitable for individuals of all ages.

3. The Offer?

The brand creates custom, Arab-inspired jewellery. Mariam designs with Arabic calligraphy, intelligent statements, and classic architectural motifs. The brand's jewellery lets customers exhibit their individualism and ethnic pride. Mariam customises jewellery to make it unique for each customer. The brand's jewellery encourages emotional connections and ethnic pride.

4. Specific Benefits

Mariam offers the specific benefits of cultural expression, personalization, emotional connection, unique designs, quality materials, and age-appropriate options. These benefits contribute to a meaningful and personalized jewelry experience that allows customers to showcase their cultural heritage, express their individuality, and forge emotional connections through beautifully crafted and thoughtfully designed pieces.n summary, Mariam offers the specific benefits of cultural expression, personalization, emotional connection, unique designs, quality materials, and age-appropriate options. These benefits contribute to a meaningful and personalized jewelry experience that allows customers to showcase their cultural heritage, express their individuality, and forge emotional connections through beautifully crafted and thoughtfully designed

5. Brand Positioning Statement

Mariam Jewelry is the premier destination for individuals seeking exquisite handcrafted jewelry that celebrates Arab culture and Egyptian heritage. With a wide range of luxurious and personalized designs, Mariam Jewelry offers a unique blend of tradition and contemporary elegance. Through meticulous craftsmanship, superior materials, and a commitment to providing a luxurious experience, Mariam Jewelry positions itself as the go-to brand for those seeking timeless beauty and meaningful connections. Embrace the allure of Mariam Jewelry and adorn yourself with exquisite pieces that reflect your individuality and cultural pride.

6. Brand Value

At Mariam Jewelry, our brand values are rooted in three key pillars: craftsmanship, cultural celebration, and personal connection. We value exceptional craftsmanship, ensuring that each piece is meticulously handcrafted with attention to detail and the highest standards of quality. We also value the celebration of Arab culture and Egyptian heritage, infusing our jewelry with elements such as Arabic calligraphy, traditional architecture, and profound quotes. Most importantly, we value the personal connection that our jewelry creates. We believe in empowering individuals to express their unique beauty and personal stories through personalized pieces that hold deep significance. With these values at the core of our brand, we aim to provide a meaningful and enriching experience for our customers, allowing them to embrace their individuality, celebrate their heritage, and forge lasting connections through the beauty of our jewelry.

7. Unique Selling Proposition (USP)

Mariam Jewelry's Unique Selling Proposition (USP) is its commitment to providing a luxurious experience for customers. From personalized attention and expert guidance to

exquisite packaging and meticulous craftsmanship, every aspect of the brand is designed to create an exceptional and indulgent journey. Mariam Jewelry's focus on elegance, attention to detail, and personalized services sets it apart, making it a symbol of luxury and unforgettable moments.

Then I proceed to brainstorm For my brand

Fig 3 brainstorming

Then I proceed to brainstorm name ideas for my brand and also start sketching out logo ideas. This is what I've got so far:

Fig 4 brainstorming name ideas

After doing my mindmaps, I looked to Pinterest to get some inspiration from existing Logo designs.

Fig 5 Pinterest Board

Fig 6 Pinterest Board

Fig 7 Pinterest Board

Fig 8 Pinterest Board

I started to drew some sketches for my logo

Fig 9 logo sketches ideas

Fig 10 logo sketches ideas

Fig 11 logo sketches ideas

Fig 12 logo sketches ideas

Fig 13 logo sketches ideas

From the feedback, I try to explore more and develop more from the ideas that I had and try to come up with something new and more interesting.

After the feedback she chose some designs and i have to explopre them and come up with another designs again with the feedback given to me.

Fig 14 logo sketches ideas 2

Fig 15 logo sketches ideas 2

Fig 16 logo sketches ideas 2

Fig 17 logo sketches ideas 2

Fig 18 logo sketches ideas 2

Fig 19 logo sketches ideas 2

Fig 20 logo sketches ideas 2

Fig 21 logo sketches ideas 2

Fig 22 logo sketches ideas 2

Fig 23 logo sketches ideas 2

Fig 24 logo sketches ideas 2

Fig 25 logo sketches ideas 2

Fig 26 logo sketches ideas 2

Fig 27 logo sketches ideas 2

Fig 28 logo sketches ideas 2

Fig 29 logo sketches ideas 2

Fig 30 logo sketches ideas 2

Fig 31 logo sketches ideas 2

After Ms Lilian's feedback I sketched further to expand my thoughts. To avoid a repeat of last week, I checked additional sources before starting.To save time, I also digitised. I started with three ideas I liked.

Fig 32 logo sketches ideas 3

Fig 33 logo sketches ideas 3

Fig 34 logo sketches ideas 3

Fig 35 logo sketches ideas 3

Fig 36 logo sketches ideas 3

Those the logos Miss Lilian liked the most

Fig 37 logo sketches

Fig 38 logo sketches

Fig 39 logo sketches

Fig 40 logo sketches

Then I combined all the logos i liked as instructed with some fonts so i can show to Mrs Lilian next class

Fig 40 logo sketches progress with fonts

After sitting with Ms Lilian , I decided to choose the 5th logo , As I felt its more modern and i liked the font which is new , its inspired from an egyptian symbols .

Also i liked the way i inserted the diamond shape within the logo with the Fixed shape of diamonds .

Fig 41 chosen logo

But then I have got some feedback from Mrs lilian to remove word Mariam , And to try find better way to put ESTD 2000 .

So i took some inspiration from Pinterest about how they balance the ESTD with the logo

Fig 42 Inspiration

Fig 43 Inspiration

Final Logo outcome .

Fig 44 Final Logo outcome

After that, I looked at some colour palettes I thought would be suitable with the brand and the logo.

Fig 45 Colour Palette Inspiration from Pinterest

Fig 46 Colour Palette Inspiration from Pinterest

Fig 47 Colour Palette Inspiration from Pinterest

Fig 48 Colour Palette Inspiration from Pinterest

Fig 49 Colour Palette Inspiration from Pinterest

Fig 50 Colour Palette Inspiration from Pinterest

I emphasised gold, silver, grey and black. While exploring colour combinations, I found how well gold and silver fit my brand.

Then we have also to think about secondary colours .

Here's my final outcome for Primary & Secondary colours .

Fig 51 Chosen Colour Palettes for Mariam

Fig 52 Logo process of designing

Fig 53 Logo process of designing

Fig 54 Logo process of designing

Fig 55 Logo process of designing

Fig 56 Logo process of designing

Fig 57 Logo process of designing

Fig 58 Logo process of designing

Fig 59 Logo process of designing

Fig 60 Logo process of designing

Fig 61 Logo process of designing

Fig 62 Logo process of designing

Fig 63 Logo process of designing

Fig 64 Logo process of designing

Fig 65 Mariam's logo fonts

FINAL SUBMISSION OF TASK 2 (A) & (B)

Figure 66 Task 02(A): Logo Research & Analysis

Figure 67 Task 02(B): Logo Design

Figure 68 Task 02(B): Logo Design GIF.

FEEDBACK

Week 03

I took Feedback from Ms Lilian That She needs more details about the Jewlery busniess like what colours gonna be used , so for mind map needs to be more specific with more details .

Week 04

She Actually liked my designs for the logo , but she said try to come up with more ideas to have stronger presence for a jewlery store so she needs to see from the logo its jewlery store .

So actually she liked the presence of Egyptian symbol within my logo .

Week 05

I got feedback this week that she needs to see logo in direction of Geometric shape Like Mariam to be written in Arabic but in Geometric style .

She Chose some styles of my logos and needs to see some directions , Like the Egyptian bird she needs like same direction .

Week 06

Actually this Week I made the sketches digtial and she didnt like it as it made us more confused as all of the sketches looks clean and clear which made the stage of the choosing one is so hard.

Actually She advised me that the logo should represent the brand strongly . which means that i dont have to explain the logo for people .

Logo respresent the brand ,.

Week 07

Actually i got this week feedback that she needs my logo to look more diamond style , she needed me to insert diamond shape within my logo to represent my brand .

For the logo that had 2 diamonds shapes actually she told me its a bit complicated and when the logo gonna be minimized in size will not be visible at all .

Actually the logo she liked she gave me feedback that this logo doesnt represent my brand well

As she asked me to do some Improvments to my logo .

Week 08

This week i got feedback the logo that i chose , To remove word Mariam from my logo .

And also try to adjust the ESTD 2000 in a better place to balance my logo .

By week 9 we need to show the complete stationaries set and collaterals.

REFLECTION

Experience

This project has taught me a lot about myself and the world. At times throughout these weeks, I seriously doubted that I had it in me to create anything as impressive as Mariam's logo. However, I'm rather pleased with the process through which I arrived at the logo's design.

It was so Challenging for me to come up with a logo as actually this is my dream so maybe i will use my logo later on .

Actually this module neeeded a lot of work especially this task cause i have to come up with more than 60 diffrenet logos .

It was so challenging and tricky for me , at the end of the day it became so hard to choose cause i liked more than 1 logo and i wanted to proceed with them all .

Observation

Because of the many various logos I've seen throughout my time working on this task, I've come to the realisation that it's a fantastic experience to try to figure out what it is about a logo that makes it so interesting and unique. In comparison to logos consisting of only a wordmark, mascot logos, for instance, exude an air of warmth and friendliness to the viewer. It is really interesting to see how specific components can also influence the overall appearance.

I can see in this class for me it was the most fun and interesting module .

Findings

I've realised that developing a brand profile is really crucial for us to do in order to think of our very own brand name, and that afterward, when we digitise our selected logo, we need to be very focused on what we're doing.

I've gained a lot of new knowledge about logos, including the minimal size, rationalisation, and it helped me realise that the logos that we often see everywhere were actually developed with a lot of thought and revisions before coming up with the final logo. I've gained a lot of new knowledge about logos.

Creating a logo is a highly difficult and time-consuming process. It was quite challenging for me to complete the task.

During the time I spent learning how to design a decent logo, I picked up a lot of useful information regarding logos. I discovered that completing the essential prerequisites, such as the thought maps and the around 70 sketches i did , enabled me to understand more about my brand and forced me to open my mind more to the various ways in which it could appear.

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