BRAND CORPORATE IDENTITY - PROJECT 4A
Alicia Lee Hui Min ( 0331719 )
Brand Corporate Identity
Project 4A - Branding Identity
INSTRUCTIONS
Below is the link to the design process and submission for this project:
https://drive.google.com/open?id=1Zp7P2pVaJQ36fma2oyS8q0PTRTdkUGa9
Brand Book
PDF of Brand Book
STATIONERIES
Envelope
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| Fig 2.0 Front of Envelope |
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| Fig 2.1 Back of Envelope |
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| Fig 2.2 Front of Envelope |
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| Fig 2.4 Front of Envelope |
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| Fig 2.5 Back of Envelope |
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| Fig 2.6 Envelope mock up |
Letterhead
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| Fig 2.8 Letterhead Front |
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| Fig 2.9 Letterhead Back |
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| Fig 2.10 Letterhead Front |
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| Fig 2.11 Letterhead Back |
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| Fig 2.12 Letterhead Mock Up |
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| Fig 2.13 Letterhead Mock Up |
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| Fig 2.15 Founder name card |
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| Fig 2.16 Founder name card |
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| Fig 2.17 Brand name card |
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| Fig 2.18 Brand name card |
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| Fig 2.19 Brand name card |
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| Fig 2.20 Brand name card |
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| Fig 2.21 Brand name card |
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| Fig 2.22 Brand name card |
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| Fig 2.23 Founder name card mock up |
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| Fig 2.24 Brand name card mock up |
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| Fig 2.25 Brand name card mock up |
Stationery Compilation
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| Fig 2.28 Stationery Compilation |
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| Fig 2.29 Stationery Compilation Printed |
APPLICATIONS
Menu
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| Fig 2.30 Menu |
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| Fig 2.31 Menu |
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| Fig 2.32 Menu Mock Up |
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| Fig 2.33 Menu Mock Up |
Packaging
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| Fig 2.35 Gelato Cone |
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| Fig 2.36 Gelato Cone |
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| Fig 2.37 Gelato Cone |
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| Fig 2.38 Gelato Cone Mock up |
Sticker Pack
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| Fig 2.40 Sticker Holder |
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| Fig 2.41 Stickers |
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| Fig 2.42 Sticker application |
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| Fig 2.43 Sticker application |
Brand Story (GIF)
WEEK 7
Logo: 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.
Brand book: Ms Lilian said that the contents page looks okay and well organised.
Name card: After looking at my sketches she said that a portrait name card would suit the brand. more.
WEEK 8
Brand book: Additional component to be considered: Visual style. You have illustrated visuals for your brand identity and this should be included in your brand book. Logo colour and use of colour on logo should be placed in logo section for it to be more relevant. The colour palette section could be
focused more on colours being adapted for the brand with the correct CMYK, HEX, RGB codes etc.
Do start with some sketches for your brand book layout to help determine how the use of space
can illustrate the brand identity further. Consider the size and format of your brand book to how
it matches your brand and would be experienced. Then proceed to layout your contents of brand
book digitally.
Logo: Coloured version, top right and bottom left idea. Try removing the background cone and allow
the increasing point size of JELAK’ to create cone shape. What if logo was placed standing (as in
text will read vertically from bottom to top). Another version, replace uppercase J with lowercase
(doted j has a different feel). Also try it tilted, diagonally like how you would hold an ice cream.
Almost there, refinement needed. More versions in colour after refinement above to determine
best colour combination. Like that you are playing with the contrast between blue and orange in
tones. Maybe cone colour made out of JELAK’ can be orange tones and ice cream O will be blue
tones.
Name card: Second version is better. Interesting use of brand logo on card (large and cropped). However, as a brand logo, it should not be treated in that way (it is not an illustration but a brand logo – remember it should have strict rules as to how it would be used; ie.clear space etc.). Hence, it
needs to be seen as a whole. In future to pdf as single pages of name card instead of spread so
that the name card can be seen as how it would be experienced. The inclusion of tagline
accompanying logo is good but maybe not typeset with the brands’ primary typeface to allow for
less competition with the brand logo but in secondary complementary typeface. Try out idea
again with refined logo (from above). The information should have hierarchy consideration, right
now only ‘founder’ is set apart from others. Does address/website need to be equal to name? In
addition, there are some businesses that have two card design, one for designated roles and one
for the business alone. Would you like to consider this and try out some ideas accordingly?
Visuals: Prefer the people to the abstract shapes. When using abstract shapes consider the inspiration,
could they be based on local flavour and ingredients to give them more relevancy to brand rather
than being so randomly shaped? Another way would be shapes that expresses the feeling/ tone
of voice of brand ie. humour (funny shapes that create interest, movement, rhythm).
WEEK 9 & WEEK 10
Logo: This week, the logo was finally confirmed whereby its the ice cream cone made from the brand name slanted at and angle.
Name card: The name card is not really there yet. Some of the more minimal looking ones look better than the cluttered ones as they were revealing too much of the brand.
Brand book: By week 11, I should print out the brand book mock up in black and white so that we can judge if the point size is okay. The brand book layout on the other hand, not much could be judge as only a few pages were done however Ms Lilian liked the fact that the content page was laid out playfully as it reflects the brand's friendly and fun characteristic. She was okay with the book size and also the binding of the book.
Visuals: The illustration of the flavours look much better than the abstract shapes however Ms Lilian encouraged me to try out the idea of including Malaysian flavours again with the expression instead of the flavours alone.
Letterhead: For the letterhead, Ms Lilian said that since my brand is quite free I shouldn't bound my illustrations to a boarder but instead I could try to surround the illustrations around the letterhead.
Pun Card: Ms Lilian really. liked the idea of it however said that it should be applied in a way that is smoother when interacting with the customer such as combining this idea with the packaging.
Name card: The name card is not really there yet. Some of the more minimal looking ones look better than the cluttered ones as they were revealing too much of the brand.
Brand book: By week 11, I should print out the brand book mock up in black and white so that we can judge if the point size is okay. The brand book layout on the other hand, not much could be judge as only a few pages were done however Ms Lilian liked the fact that the content page was laid out playfully as it reflects the brand's friendly and fun characteristic. She was okay with the book size and also the binding of the book.
Visuals: The illustration of the flavours look much better than the abstract shapes however Ms Lilian encouraged me to try out the idea of including Malaysian flavours again with the expression instead of the flavours alone.
Letterhead: For the letterhead, Ms Lilian said that since my brand is quite free I shouldn't bound my illustrations to a boarder but instead I could try to surround the illustrations around the letterhead.
Pun Card: Ms Lilian really. liked the idea of it however said that it should be applied in a way that is smoother when interacting with the customer such as combining this idea with the packaging.
WEEK 11
Brand Book: For the brand book, I need to check my leading and also the font size. I should also make some changes to the colour scheme page as it looked a bit dull and boring which could have been better. Also for the book cover it was too simple and I need to make more fun looking. As for the stationery and applications in the book, I could photoshop the design to allow people to have a better view of what it would be like.
Name Card: The name card is good however I should increase the point size of the content as it was a bit hard to read and also I can have a few variations for the brand card.
Letterhead: The design is good however the logo can be placed on the left instead of the right and there should be two versions which is one with the dummy text and the other is empty.
Envelope: The envelope design is nice however the elements in the front should be further away from the logo as the logo should be the main focus. The typeface can be changed to medium or even black to make it more visible. The same goes for the envelope, it can have a few variations.
Packaging: The size is too small so I need to check that but overall the puns are good and it looks nice.
Sticker Pack: The sticker pack holder looks nice and good to go.
Menu: The design looks good, however instead of using the word menu I can use other words to describe it. Also, the typeface for the title can be changed to wiki regular instead.
Brand Story: The concept of the video is good and I can start executing it.
Name Card: The name card is good however I should increase the point size of the content as it was a bit hard to read and also I can have a few variations for the brand card.
Letterhead: The design is good however the logo can be placed on the left instead of the right and there should be two versions which is one with the dummy text and the other is empty.
Envelope: The envelope design is nice however the elements in the front should be further away from the logo as the logo should be the main focus. The typeface can be changed to medium or even black to make it more visible. The same goes for the envelope, it can have a few variations.
Packaging: The size is too small so I need to check that but overall the puns are good and it looks nice.
Sticker Pack: The sticker pack holder looks nice and good to go.
Menu: The design looks good, however instead of using the word menu I can use other words to describe it. Also, the typeface for the title can be changed to wiki regular instead.
Brand Story: The concept of the video is good and I can start executing it.
WEEK 12
Brand Book: The layout for the colour scheme looks much better as for the binding I need to ensure that there is space for the binding.
Name Card: The name card is good just that I made a small mistake of using a different font so I need to change that.
Letterhead: The design is good and its good to go.
Envelope: The envelope also good to go.
Packaging: The packaging is also good to go and the size is much better.
Sticker Pack: The sticker pack is also good to go.
Menu: For the menu, I should not make the text overlap the gelato illustration in the front and also the logo should be the main focus rather than the illustration.
Brand Story: The brand story exception wasn't really there, I should get the flavours to pop one by one and keep the mouth concept however I should remove the copyright jelak'o as I did not include that in any part of my other applications.
Experience
This project was interesting though at times I did find this project quite hard as I was stuck on the designs as they had to reflect the brand identity. It was definitely a new experience to design so many things for a project and also how they all had to be consistent and reflect the brand. I also found it hard as I had to juggle the workload together with other modules that were rather heavy which really challenge my time management. But overall, it was a fun and interesting experience to create my own brand.
Observation
I observe that it was hard to come up with the designs as it the visuals are raw which made it hard to arrange them. I also observe that I've become faster in terms of designing though there are times when I do get stuck. However, I was really. happy with the final outcome despite the many struggles that I had to go through in order to come up with the final outcome.
Findings
Through this project, I found that a brand should reflect its brand values in every single aspect so that consumers can recognise them despite the different applications. I also found this project eye opening as I understand the essentials in creating a brand and also the stationeries that are needed. It has also given me a new found appreciation for brands as the process is hard and tedious. However, I really enjoyed this project and definitely learned a lot from it.
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