Brand Corporate Identity | Project 3

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14.04.2020  (Week 1 - Week 6)
Yeo Ava (0340222)
Brand Corporate Identity
Project 3

Lecture Notes

Lecture 4

05.05.2020 | Week 4

Instructions


Project 3 - Positioning

14.04.2020 | Week 1
We were told to fill out a questionnaire to help in our self discovery on what kind of brand we want to create.


21.04.2020 | Week 3
We were to write a creative brief that will include writing a description and concept for the career option, decide one career and further refine the contents from last week questionnaire (make amendment based on feedbacks)—to build the foundation of brand story.



28.04.2020 | Week 4
For this week, I transferred my creative brief into google slides and did some tweaking for the brand story. I've also included the mood board for my brand onto the slides. 


Feedbacks

Week 1
Individual feedback: Overall the idea for option 3 is the most ideal and Miss Low suggested that I can focus more on coffee and make desserts as a side. I have to further develop the name for the brand.

Week 3
Individual feedback: Ms Low said that my brand has a casual and approachable personality. As for the logo sketches, she said that the hand gesture is cute and suitable for my brand name, and also the speech bubble. She also allowed me to chose a logo that I would like to venture more into. She suggested that i can explore more on the charcoal texture instead of the smooth rounded lines. For my next 20 sketches, it should be in black & white.

Week 4
Individual feedback: The colour palette is a bit muted, with earthy elements, it does not match the design references. Ms. Low suggested that I re-capture the colour palette myself instead of taking a ready made one. She also suggested to include more vibrant colours to match the design reference.


Reflection
Experiences

It was fun coming up with a brand idea, many interesting ideas popped up in my head and I can already sort of imagine the visuals. Sketching all 20 logos in a sitting just doesn't work for me, because most of them will just end up looking similar. So I've decided to divide the task into 5-7 sketches a day.

Observations

I observed that my friends have interesting brand ideas too. I observed that sketching the logos in chunk gave me a clearer direction on what kind of logo I lean more towards to.

Findings

I found out that coming with a brand idea is not easy and it is important that a brand contributes back to the society. I found out that the art direction of the logo indicates the type of brand you are going towards.

Further Reading


This book provides inspiration through hundreds of well-crafted, real-life projects that have succeeded for their clients. It also teaches the fundamentals of complete and hardworking layouts. It also features all the basics of layouts, as well as dozens of mini case studies from professional studios around the globe whose layouts are proven winners. Here are some pictures of the content of the book.

This book contains different kinds of brochures with different layouts, It also contains booklets with layouts which I thought was useful to observe and learn.

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