NAME: SARAH CHEONG YINSHI
I.D: 0354962COURSE: BDCM
WEEK 1 - WEEK 14
03/04/2023 - 00/06/2023
MKT 62404 - BRAND CORPORATE IDENTITY
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WEEK 1 | LECTURE | 05/04/2023
Brand Corporate Identity is crucial in creating a visual integrity of a brand. This module will teach us about the basics of identity design and the effective use of symbols in the area of visual communication.
We were briefed to all the projects we will be doing this semester :
1. Project 1 : Breaking brand (Case study)
2. Project 2 : Logo
3. Project 3 : Brand positioning
4. Final Project : Brand guideline
WEEK 2 | LECTURE | 12/04/2023
What is a brand? "A brand is a person's gut feeling about a product, service, or company. While companies can't control this process, they can influence it by communicating the qualities that make this product different that that product." Branding doesn't have to be for a product, it can be for a service, an organization, or even a person.
What is a brand identity? The gut feeling is a part of the identity, but "visual identity" can help to manage the message or image or gut feeling. It can help shape the brands' image.
What is branding? Branding is the process of giving a meaning to a specific organization, company, product, or services, People can identify and experience the brand through branding.
Branding can be achieved through:
- Brand definition (purpose, values, promise)
- Brand positioning statement (what your brand does, target audience, special benefits)
- Brand identity (name, tone of voice, logo, colour, typography)
- Advertising and communication
- Product design
- Sponsorships and partnerships
- In-store experiences
- Workspace experiences and management styles
- Customer service
- Pricing strategy
Benefits of branding are :
- Help stands our
- Makes it credible
- Customer loyalty
- Pricing - charge what you're worth
- Helps ideal clients
- Consistency
WEEK 3 | LECTURE | 19/04/2023
Logo: short for "logotype", is a trademark made from a custom lettered-word. The term caught on with people because it sounds cool, but what people actually meant to refer to were trademarks.
Logotype : a logo centred around a company name or initials.
Logomark : a logo centred around a symbolic image or icon.
Combination mark : a mix of both words and symbols, also known as signature.
Monogram is a motif made by overlapping or combining two or more letters or other graphemes to form one symbol.
Heraldy : is a broad term, encompassing the design, display, and study of armorial bearings (known as armoury), together with the study of ceremony, rank, and pedigree.
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MIB :
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WEEK 1 | PROJECT 1 | 05/04/2023
TASK 1 : BREAKING BRAND
WEEK 01- WEEK 02
We are required to deconstruct a brand in a group, select a brand that has a regional and international presence. Our group has chosen 7-Eleven, I was grouped with Gina and Sophia for this project and we had to spilt the task among ourselves.
WEEK 2 | PROJECT 1 | 12/04/2023
Below is the Google Docs :
Figure 1.1 - Final Brand Profile Docs
Below is the Google Slides :
link to Google Slides
Figure 1.2 - Final Brand Profile Slides
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FEEDBACK
26/04/2023
Overall presentation slide looks neat, good that I added Illustration and image to connect with the informations. Just that I rely too much on the text, it could show that I might not really study and understand much clearer to the brand profile. Try to avoid relying on the text and perform in my way of understanding. Overall for the research, our group did a good job, we seems to understand our brand much.
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REFLECTIONS
EXPERIENCE
Although it is not my first time to deconstruct a brand, but through this task I do learnt new things while researching about this brand. I understand how important it is for understanding a brand clearly, before even start to create a brand visual. We had to fully understand what the brand is about, their usp, vision and competitors etc. After understanding the brand, creating the slides for it was not difficult.
OBSERVATION
Getting in touch to research for 7-Eleven, there were a lot of things that I just found out while looking for data research. It was easy to find resources and informations because 7-Eleven is a well-known big company.
FINDING
While doing research, I also viewed some works from other colleges where they did breaking brand. It is clear to see that all the brand's information make a huge role in our understanding. It is an important steps to do for branding.
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