BRAND CORPORATE IDENTITY - PROJECT 2

Week 01 - Week 06  (03/04/19 - 08/05/19)

Alicia Lee Hui Min ( 0331719 )

Brand Corporate Identity

Project 2 - Developing a Logo 

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INSTRUCTIONS




03/04/19 (Week 1)
In the first week, we were introduced to the second project as well, in which we needed to come up with our own brand and have a name for it. Based on the brand name, sketch 20 logos ideas each week.

To start, I started by brainstorming on what do I want my brand to be. I had a few ideas such as donuts, gelato, bubble tea and more.

Finally, I decided on the gelato however I was still at lost for the name so I decided to try out two names which are Piccolato and Milky Way.

Gelato

SKETCHES: WEEK TWO

Sketches 1

Sketches 2

Sketches 3

SKETCHES: WEEK THREE

Sketches 4

Sketches 5

SKETCHES: WEEK FOUR

Sketches 6

Sketches 7

SKETCHES: WEEK FIVE

Sketches 8

Sketches 9

Sketches 10 (digitised)

SKETCHES: WEEK SIX (DIGITISED)

Sketches 11

Sketches 12

Type testing

SKETCHES: WEEK SEVEN (DIGITISED)

Sketches 13

Sketches 14

Colour testing

Texture testing

SUBMISSION
10 Best Logo Sketches

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FEEDBACK

Week 2
Specific feedback: She said that I should research if milk is one of the main components of gelato and also if there is an existing shop that is called piccolato. She also said that the simple shapes and typeface would work out well. As for my other name suggestion which was Jelak'O can be used as a lot of Malaysian brands are rising now with trying to incorporate our culture into it. 

Week 3
Specific feedback: Ms Lilian said that the keyword for my gelato brand (Jelak'O) would be humour, too much and overdose. She advised me to go with the direction of humour and also including some human features in it. As for preparation for brand positioning, I should find other brands that have the same feel as my brand and also look into the interior that I think represents my brand. 

Week 4
Specific feedback: Ms Lilian said that I should focus on the typography more rather than the form as I was too focused on the form which made the typography looked it was just slapped on. I can also try to digitised some of the sketches.

Week 5
Specific feedback: Ms Lilian said that I should consider hierarchy when designing the logo and try to make the brand name stand out rather than the illustration. Instead the illustration should compliment the brand name. She also suggested that I look into using other typeface that would suit Jelak'O.

Week 6
Specific feedback: Ms Lilian said that the direction I was going was good but I should experiment a bit more like using the typeface to form the face. My chosen typeface was good as it reflected my brand well. I can also try out colour for my logo. 

Week 7
Specific feedback: Ms Lilian told me that I should test out the gelato lying down and apply the colours that I have tested out. She said that she liked my colours.

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REFLECTION

Experience
For this project, I experienced sketching 20 logos each week which I found quite hard at times as I run out of ideas for it. In the beginning I was quite lost as to the style or vibe of the logo I was going for but as time went on I slowly found the direction I was heading towards. But overall, I enjoyed the process.
Observation
I observe that throughout the weeks my sketches slowly had a clearer direction which made things easier as I sketched my logos and they started to look more consistent. Though it took quite some time to get to a logo and I'm still in the process of it but I enjoyed the process.
Findings

I found that a logo is more than just aesthetics but rather a representation of the brand itself. It is important that the design of the logo reflects what the brand represents such as it's brand values. I've also learned that design principles like hierarchy play a big role in logo design and also how each element should work together to reflect the brand.