BRAND CORPORATE IDENTITY

April 25, 2020

BRAND CORPORATE IDENTITY - PROJECT 2

14/04/2020 - 23/05/2020 (Week 2 - Week 6)

Neoh Kar Yan (0339338)

Brand Corporate Identity

Project 2- Developing a logo

LECTURE NOTES

21/04/20 (Week 2)
Lecture 2 - A Historical Overview on Brand & Branding

This week we learned about the history of brand. It is said that brands have been around for a long time, and used as an identifier for ownership. We also got to learn about the benefits of brand & branding and the different types of logo naming.

28/04/20 (Week 3)
Lecture 3 - Types of brand marks

This week we learned about the different types of logos, variation, and consistency of logos and logo evolutions.

INSTRUCTIONS

PROJECT 2

Week 3 (28/04/20)

In the first week, we were introduced to the second project, in which we were required to come up with our own brand and have our own name. Based on the brand name, we were to sketch 20 logos each week.

We had to come up with three career options and to fill in a questionnaire on the first week. After receiving feedback from Ms. Low, she commented that my first option has the highest potential to become an interesting brand, which is a brand that provides food tasting services.

To begin with, I started by brainstorming and drawing mindmaps on what I envision my brand to be. I listed out the related elements and concepts.

Fig 1.1: Brainstorming of brand name

I started out with the name Umami as it represents the fifth sense of taste, the savory taste bud.

Fig 1.2: Doodles of "Umami"

Fig 1.3: Initial logo sketches of "Umami"

However, after some thought, Umami is more suited for a Japanese related food brand. Hence, I rethought a new name called, Tango.

Fig 1.4: Logo sketches of "Tango" #1

Fig 1.5: Logo sketches of "Tango" #2

Week 4 (5/05/20)

For this week, my direction was more focused on the five senses, which is the ultimate concept of my brand. I personally like no.1, 2, 4, 6, and 21. I've also explored more on the different strokes and styles as per last week's feedback.

Ideation process behind the logo sketches this week:

Fig 2.1: Doodles of "Tango"

Fig 2.2: Doodles of "Tango"

Fig 2.3: Doodles of "Tango"

Fig 2.4: Logo sketches of "Tango" #3

Fig 2.5: Logo sketches of "Tango" #4

Fig 2.6: Logo sketches of "Tango" #5

Week 5 (12/05/20)

This week I was given the head start to digitize my logo. Based on last week's sketches, I digitized them and explored combinations and variations to the typestyle. There were a few distinct directions. First, it is the 5 senses symbol. Secondly, the geometric shapes and lastly, the lowercase letters.

Fig 3.1: Exploration and combination on typestyle

Week 6 (18/05/20)

This week I explored the different compositions of the five senses, the different variations of arrangement and angles. Next, I picked out the ones that I like and further look into the pairings with different typefaces. I then shortlisted the ones that looked nice and tried out with colours.

Fig 4.1

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Fig 4.4

Fig 4.5

Fig 4.6

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Fig 4.8

Week 6 (23/05/20)

During the replacement class for next week's Hari Raya break, we had to shortlist our logos. Here is my logo brief.

Week 7 (30/05/20)

This week I focused on refining my elements individually, keeping the strokes consistent. Left was the before and right was after.

Fig 5.1: Logo refinement

There are a few options for the logotype:

Fig 5.2: Logotype options

I chose this logotype as the final and the type is Alegreya Sans SC.

Alegreya Sans SC Font Family · 1001 Fonts

Fig 5.3: Typeface: Alegreya Sans SC

Fig 5.4: Final logotype

I also tried creating the graphical elements from the elements in the logo.

Fig 5.5: Colour exploration and graphical elements

Fig 5.5: Final logo (Monotone)

Fig 5.6: Final logo (With one colour)

Fig 5.7: Final logo (Duotone #1)

Fig 5.8: Final logo (Duotone #2)

Fig 5.9: Final logo (with box)

FEEDBACK

Week 3
For my logo sketches, it is a good effort. In addition, I will need a further explanation of why certain elements are in that particular order or position. For my sketching process, I can start by drawing a very pictorial logo, then progress more into an abstract logo. My sketches will also have to be more refined in the next round, with more refined typography as well. I can also try different strokes for the logo and to think of other brand names which consist of five letters that reflect the brand.

Week 4
No.16 looks interesting and I can keep it for other applications such as the menu, interior walls, etc but not for the logo, I should explore other ways to express the taste buds as well. I can further develop no. 1 and maybe combine it with no.4 to venture more into the geometrical shapes approach to make it to a more graphical approach and see if it works. No.21's idea can be kept for the animated version. On the other hand, no. 5 & 7 don't really portray the sensory identity and it might make the brand look small. Overall, there are more details to look into and I can explore more on the typography aspect in no.4 & no.6. By next week, I can start producing semi-digital sketches of the logo.

Week 5

There are three distinct directions in your sketches. It is better to separate it into different directions on a different canvas. No. 5 the combination doesn't work as it has too many elements. I should continue to explore different variations and possibilities for the composition of the symbol. The eye symbol may have too much detail than the rest, try to have a similar amount of details to the rest of the elements to balance it out. When it comes to the selection of the type, the uppercase type gives a more neat lockup while the lowercase doesn't really have a good balance. Also, the strokes have to be either contrasting or in harmony with the symbol. For now, I can stick to the uppercase approach and still try more typestyles. Make variations of No.2, 6, and 7 and see which works best.

Week 6
From my new variations of logos, it is very clear that I have in mind to incorporate the five senses in my logo. For logo no.8, it elicits more curiosity as it has an awkward arrangement, yet, it feels balanced. Overall, the symbol works best in square and the brand name on the bottom. The logo I may want to make it into a single colour since the rest of my colours are very colourful. Next round, I can have a more drastic stroke difference and look into my visual references to how I can draw the different senses elements in different ways.

Week 6 (Replacement class)

From my shortlisted logos, Ms. Low liked the 3rd option as the logotype seems well balanced compared to other options. For the details in the symbol, the white area in the eye seems to be too small and it is not necessary to have it. I may want to think of other elements to have different variations or stroke details. For now, I can stick to the 3rd option, with a fixed composition, but try refining the details of the symbol by trying the five stroke elements in the same stroke to keep it consistent or in different strokes for some contrast. I can also work on pairing with different logotypes.

Week 7

My refined logo does look better now and my first option with the logotype is better as the details of the stroke have a wider end, it does hint a brushlike treatment to it, thus it looks more organic compared to the other options. The typeface seems to suit the organic elements of my five senses. For my colour exploration, I can also have blue as the background and pink for the logo. For my graphical elements, I can have more room for improvement and she hopes to see more explorations so I should try a little more on that.

REFLECTION

EXPERIENCE

It was great to understand the different types of logo marks again, to further strengthen on the terms that we use for describing the type of logos and also how famous brands utilize their logo for their branding efforts. For the initial weeks, we were to sketch 20 logos each week which was challenging as I ran out of ideas at times. I wasn't sure what direction to go for as well as there are many approaches and different ideas towards the logo.

OBSERVATION

I observed that the individual consultation was really helpful and comprehensive in receiving feedback for my logo sketches. It enabled me to explore more and learn what a logo designer experience in the creation of a logo.

FINDINGS

I realized that I should refine my sketches more and do more research on my ideas to justify the logo elements. I found that as I go along each week and do more variations, my logo direction had more clarity.

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