BRAND & IDENTITY DESIGN By Erik Carlsen
Erik Carlsen
Swinburne University of Technology Faculty of Health, Arts and Design School of Design Published and Printed in Melbourne, Australia Erik Carlsen 100658276 I would like to thank my family in Sweden for their advice and encouragement, my partner Mike for always supporting me and my friends that helped me with the development of this project over the past 12 weeks. All rights reserved No part of this publication may be reproduced or transmitted in any form or by means, electronic or mechanical, including photography, recording or any other information storage and retrieval system, without prior permission in writing from Swinburne University of Technology. Declaration of Originality Unless specifically referenced in the bibliography, the mark and all other material in this book is the original creation of the author.
Introduction
5
Branding and Identity Definitions Positioning map Case sutdy’s
6 8 9 10
Brand Development Mission statement Brand values Mood boards Name development Naming Ideas
16 18 19 20 26 27
Logotype Development Concepts Brandmark development Scaling Comparing brandmarks Design rationale Final logo
28 30 31 32 33 34 35
Brand Documenting Stationery Applications
36 38 46
Guidelines Scale Spacing Don’ts & Do’s Colours & typeface
58 60 61 62 64
Bibliography
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Branding and Identity
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Introduction Branding is about building an image that represents the identity of a business through shapes, colours and letters. It is the most important part for a successful business to attract and retain royal customers. Branding is more then just a logo, it’s everything from business cards to advertising. A strong brand should reflect the quality, strengths and personality of their product. When I started this project I saw a gap in the Australian market that I wanted to fill. With hope that in the near future we will have marriage equality and this business can come to life.
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CHAPTER 1 Branding and identity
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Branding
Brand
Identity
Branding is the visual identity that companies can use often through advertising to inform people what or who they are.
A brand is a product, or a company. It includes a brand name, a trademark and often a special atmosphere around it.
The identity of brand are the visible elements such as colors, design, logotypes, name etc...
Image
Brand mark
Logotype
Image is how the public sees the brand or the company, if the brands branding is successful this should be the same as their brand identity
Brand mark is the logo of a company, without letters.
A logotype is the brand mark with letters.
Figure mark
Combined mark
Trademark
Figure mark is a logo consisting of one or more figures
Combined mark is a logo with both text and graphic elements.
A trademark is a term that is usually registered wit the Patent and Trademark Office to assure its exclusive use by its owner.
Popular
(by users per month)
New
Old
Unpopular
(by users per month)
Users: Founded:
17,5m 2004
55m 2009
300m 2011
300m 2002
405m 2002 303m 2007
313m 2006
500m 2010
1B 2005
1,7B 2004
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Case Study 1
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Case Study 2
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Case Study 3
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CHAPTER 2 Brand Development
Mission statement What is the most important day of your life...? Your wedding! Planning a wedding can be very time consuming and expensive, that’s what we want to change. With our business being the first in Australia focusing on same sex marriage, you will find everything you need in just one app. Either you need help with finding a venue, a photographer, the perfect outfit, flowers or just want inspiration we‘ve got it covered for. Our aim is to make your special day the best it can be.
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Brand values Luxury Personal Classic Fresh
Luxury
Minimalistic
Personal
Masculine
Masculine
Personal
Global Inspirational
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Masculine Luxury This mood board represents the masculine, elegant and modern side that our business stands for.
20
Masculine luxury
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Minimalistic fresh
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Minimalistic Stylish Our second mood board stands for the fresh, minimalistic and elegant feeling that we’re bringing to the industry.
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Earth Blush We use earth tones to give our brand a timeless and personal touch that connects with our customers.
24
Earth blush
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Name Development The name is one the most important component to a brand. With our brand being a new product in the industry and also aiming to a certain audience we wanted to have a well communicated and descriptive name.
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Naming Ideas Personal
Descriptive
Personal / Descriptive
My day
Wedding planner
Same sex wedding
My big day
Happy wedding
Our gay day
My special day
Gay wedding
Gay wedding ideas
My wedding day
Easy gay wedding
Gay wedding services
My gay day
Planning gay wedding
Gay day
My dream day
Gay wedding planning
Our special day
The big day
My gay journal
Planning your day
The day
Gay wedding organizer
Your gay day
Day
Big day planning
Our wedding day
Our Day
Gay day
Our big day
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CHAPTER 3 Logotype Development
Concept 1 With my first concept I went with a globe symbolising an international market, the hand sketch style and font symbolsing personality and identity.
Concept 2 My second concepts keeps the idea of a personal hand written font and a sketch mark, but taking it more literally with the bow tie symbolising marriage.
Concept 3 This concept moves away from the playful feel and with a big sophisticated bold font clearly states the name and a bow tie as a dot symbolising marriage. Since the name itself is playful I decided this sophisticated look was what I wanted to go for.
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Infinity
Love
Wedding
Brandmark Development For the brandmark I wanted to design a mark that represented every aspect that the business stand for. Infinity symbol for symbolizing the commitment you give to one an other, a heart for the for the affections and a bow tie symbolizing the big wedding day.
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Large scale
Small scale
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Comparing Brandmarks With this brand being a new to the market I had to look at other wedding planning businesses, that clearly speaks to women. The most common theme are elegant, decorative fonts with heart or flower marks representing love. Our logotype stands out with the bold sans serif font which stands for a more modern, sophisticated look which is exactly what we’re going for.
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Design Rationale Being a modern, stylish company our brand mark reflects everything we wanted to achieve when we started the design process. It’s a playful name with a serious message, a simple font with a bold attitude and a descriptive mark made with love.
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CHAPTER 4 Brand Documenting
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Hi Gavin! Thank you for you email regarding the wedding invitations, I’ve attached the closest businesses in your area for you to look at. If there’s any more questions, feel free to contact me or my team. Have a lovely day!
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Australia’s first gay wedding app!
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CHAPTER 5 Guidelines
Colour logo
Mono logo
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Online
25mm
100px
20mm
75px
5mm
19px
Allow at least the size of the bowtie as spacing either using the full logotype or part of it.
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Do not change the position of the letter
Do not move the bow tie
Do not tilt or rescale
62
Can be used with inverted colours
Can be used in greyscale if necessary
Brandmarks can be used by themselves
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My Gay Day Pink Primary colour
RGB
225 193 181
CMYK
0 14 20 12
PANTONE
162
HEX
E1C1B5
My Gay Day Black Secondary colour
RGB
112
CMYK
50 50 0 99
PANTONE
7547
HEX
010102
My Gay Day White Secondary colour
64
RGB
254 254 249
CMYK
0020
PANTONE
Off White
HEX
FEFEF9
Porter Bold Porter Bold is My Gay Day’s primary typeface. Used in logotype and for names in applications, only to be used in capitals.
ABCDEFGHI JKLMNOPQ RSTUVWXYZ
AFFOGATO BOLD Affogato Bold is My Gay Day’s secondary typeface. Used for headings.
AFFOGATO MEDIUM Affogato Medium is My Gay Day’s secondary typeface. Used for applications.
AFFOGATO REGULAR Affogato Regular is My Gay Day’s secondary typeface. Used for context.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
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Bibliography All photographs are taken from Adobe Stock and are royalty free. Brandmarks: 1. Mollerup, P. (1999) Marks of Excellence, The history and Taxonomy of Trademarks / page 18 2. Mollerup, P. (1999) Marks of Excellence, The history and Taxonomy of trademarks / page 21 3. Mollerup, P. (1999) Marks of Excellence, The history and Taxonomy of / page 25 4. http://www.businessdictionary.com/definition/brand-identity.html Position Map: http://www.statista.com/statistics/253577/number-of-monthly-active-instagram-users/ http://expandedramblings.com/index.php/youtube-statistics/ http://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/ http://www.statista.com/statistics/274050/quarterly-numbers-of-linkedin-members/ http://www.statista.com/statistics/252566/number-of-unique-us-visitors-to-flickrcom/ http://www.statista.com/statistics/282087/number-of-monthly-active-twitter-users/ http://www.statista.com/statistics/253837/number-of-registered-members-on-foursquare/ http://www.techtimes.com/articles/51205/20150506/many-users-google-really.htm http://www.statista.com/statistics/256235/total-cumulative-number-of-tumblr-blogs/ http://expandedramblings.com/index.php/skype-statistics/ Case studies: Facebook http://notedinstyle.co.uk/wp-content/uploads/2014/01/facebook-moleskine-notebook-594x454.jpg https://cdn1.iconfinder.com/data/icons/pen-sketch-icons-set/256/social_media_icons_ pen_sketch_icons_set_256x256_0000_facebook.png https://fbnewsroomus.files.wordpress.com/2015/07/fbwm_cw_07.jpg http://devilsworkshop.org/files/2010/12/Facebook-Sneakers-432x210-300x145.jpg http://devilsworkshop.org/files/2010/12/p2885_main-300x300.jpg http://megaicons.net/static/img/icons_sizes/166/390/256/facebook-van-front-icon.png http://www.stupid.com/assets/images/facebook_tea_mug.jpg Google https://shop.googlemerchandisestore.com/Google+Redesign/Electronics/Google+PowerKit. axd https://shop.googlemerchandisestore.com/Google+Redesign/Electronics/Accessories/ Grip+Kit+Cable+Organizer.axd https://shop.googlemerchandisestore.com/Google+Redesign/Office/Writing/Colored+Pencil+Set.axd https://shop.googlemerchandisestore.com/Google+Redesign/Lifestyle/Pet/Cruch+It+Dog+Toy.axd https://shop.googlemerchandisestore.com/Google+Redesign/Office/Notebooks+Journals/ Red+Spiral+Google+Notebook.axd
https://shop.googlemerchandisestore.com/Google+Redesign/Bags/Backpacks/Oasis+Backpack.axd https://shop.googlemerchandisestore.com/Google+Redesign/Apparel/ Men+s+T+Shirts/Google+Mens+Short+Sleeve+Hero+Tee+White.axd https://shop.googlemerchandisestore.com/Google+Redesign/Lifestyle/Pet/Pet+Collapsi+Bowl.axd YouTube http://www.outbrain.com/wp-content/uploads/2015/05/promote_your_youtube_ channel_image.jpg 66
http://www.softicons.com/social-media-icons/colored-pen-web-icons-by-iconexpo.com/ youtube-pen-icon http://payload338.cargocollective.com/1/17/572063/9067289/01_600.jpg http://icons.veryicon.com/png/Transport/Cargo%20Vans/YouTube%20Van%20Front.png http://getyoutubeviewslikes.com/wp-content/uploads/2013/07/buy-real-youtube-views.png http://ih1.redbubble.net/image.194750839.3990/mwo,220x200,iphone_6s_snap-pad,220x200,ffffff.2u1.jpg https://s-media-cache-ak0.pinimg.com/736x/6e/8b/fa/6e8bfa7568336ae4a04b1d541f82b39f. jpg http://www.blogsdna.com/wp-content/uploads/2009/02/usb-portable-youtube-downloader-logo.jpg Moodboard 1 https://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&ved=0ahUKEwiav7DLxNfOAhWDppQKHTRBBngQjBwIBA&url=http%3A%2F%2Fwww.texturex. com%2Falbums%2FMetal-Textures%2Flight%2520brushed%2520metal%2520texture%2520silver%2520platinum%2520stock%2520wallpaper.jpg&bvm=bv.129759880,d. dGo&psig=AFQjCNF_aX8rmSMzvNXXYx3gL6MKqVPzDw&ust=1472041631851376 https://s-media-cache-ak0.pinimg.com/736x/f2/98/f3/f298f3765b271c46552b87e7c716da9a. jpg https://secure.static.tumblr.com/d054b4339c71a5b1bf047d664f6a7896/1vhcgs8/QEanj8h4m/ tumblr_static_tumblr_static__640.jpg http://www.extensionextreme.ca/DATA/PRODUIT/105~v~ET-Weaving_Thread__Black.jpg http://www.gramarcalpr.com.br/wp-content/uploads/2012/07/marmore-importado-nero-marquina-detalhe.jpg http://pre04.deviantart.net/9063/th/pre/i/2011/102/2/6/black_and_white_rose__by_victoriaemmathompson-d3dtibf.jpg https://s-media-cache-ak0.pinimg.com/236x/0b/fe/fb/0bfefb6b27da48740d1c238e6d3f375c. jpg https://constructlondon.imgix.net/system/dragonfly/production/2014/09/03/16_50_58_601_Net_A_Porter3.jpg?fit=max&w=1034&q=75&dpr=1 https://s-media-cache-ak0.pinimg.com/236x/fe/86/13/fe8613aee22655c4a3ed9def87547187. jpg http://www.allhandbagfashion.com/wp-content/uploads/2011/09/10/Bottega-Veneta-Maxi-Veneta-intrecciato-leather-shoulder-bag-4.jpg Moodboard 2 https://s-media-cache-ak0.pinimg.com/564x/52/d7/05/52d705f9fe0d7fab1ff0dba6a03d74d9. jpg https://s-media-cache-ak0.pinimg.com/736x/bd/57/1d/bd571d1cc10f72e6e093587e6e6fa592. jpg http://notesondesign.tumblr.com/image/78683562385 http://65.media.tumblr.com/2068ab77f5244f37358ba98b2e8bc6dd/tumblr_n3wdxzR6zN1r4dewjo1_400.jpg http://66.media.tumblr.com/823798a97be761885fe0ed913ba41c49/tumblr_mnt833bC601s7trkwo1_1280.jpg http://67.media.tumblr.com/59ea3732f8a78b607f9550272c714423/tumblr_mthv5bIJxD1s8rbjwo1_500.jpg https://atdownunder.files.wordpress.com/2014/05/dsc_6556.jpg?w=640 https://scontent.cdninstagram.com/t51.2885-15/s640x640/sh0.08/e35/12959997_1675859079 330365_1799084401_n.jpg?ig_cache_key=MTIyMzU5NjY1NTc2MjAzOTUxNQ%3D%3D.2.l http://67.media.tumblr.com/8d25ce10e7110297ae74f37426b05bba/tumblr_n3lb9nwV0N1s1uby1o1_500.jpg http://67.media.tumblr.com/d0084b3f71d598ffb7683ac4b88a86b7/tumblr_nu8dkzFRwd1ti5q1bo1_500.jpg Branding and Identity
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Moodboard 2 (continued) http://67.media.tumblr.com/d0084b3f71d598ffb7683ac4b88a86b7/tumblr_nu8dkzFRwd1ti5q1bo1_500.jpg http://liveminimalistic.tumblr.com/image/136406706164 https://studio87blog.files.wordpress.com/2016/01/white-marble-2048.jpg Moodbard 3 https://www.flickr.com/photos/55397648@N00/8691806893/ https://s-media-cache-ak0.pinimg.com/564x/88/0a/67/880a67cdcbedbbaeca3e70c739d0fe3c.jpg http://www.infoparrot.com/wp-content/uploads/2015/12/Modern-Business-card-template1024x1002.jpg https://s-media-cache-ak0.pinimg.com/564x/0a/bf/1c/0abf1c0f0547ea6cd277b83c43f4186c. jpg https://s-media-cache-ak0.pinimg.com/564x/a4/4c/18/a44c18340a09dd7a5f8a1be7087eee01. jpg Competiors http://shutterbooth.com/columbus/files/2012/01/363511.jpg http://doodledog.com/wp-content/uploads/2011/02/swank_multi_color.jpg http://splendidweddingcompany.com/wp-content/uploads/2014/08/logo_small.jpg https://s-media-cache-ak0.pinimg.com/236x/7e/04/40/7e044030c8897a63a616401c7350c46f. jpg http://hative.com/wp-content/uploads/2013/08/wedding-planning-company-logo.png https://thelogocompany.net/wp-content/uploads/2013/05/main_housewedding-413x311.jpg http://4.bp.blogspot.com/-SmJSRjp0bZMw/UDz7BTrT1tI/AAAAAAAABNc/Ml52ApSu6iY/s1600/ Ever+Ours+Weddings+%2526+Events+Logo+Megan+Childers+Wedding+Event+Planning.jpg https://media.licdn.com/mpr/mpr/shrink_200_200/AAEAAQAAAAAAAARcAAAAJDBmZjZiMGVlLWFiZjktNGU2Yy04YmFmLWY4ZTk5YThiOTgzOA.png Stationary http://ottmag.com/wp-content/uploads/2015/11/free-business-card-mockup-psd-51024x683.jpg https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/afc20c28647817.55caf91751e00.jpg https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/27231028647817. 55caf91750c77.jpg http://www.tinydesignr.com/2015/09/branding-stationery-psd-mockup.html http://www.pixeden.com/psd-mock-up-templates/folded-psd-sweatshirt-mockup http://www.pixeden.com/index.php?option=com_phocadownload&view=category&download=868&id=52&Itemid=81 http://www.pixeden.com/psd-mock-up-templates/silver-foil-logo-mock-up-template http://www.pixeden.com/psd-mock-up-templates/classic-psd-notebook-mockup-vol2 http://www.pixeden.com/psd-mock-up-templates/psd-cd-disk-sleeve-mock-up http://www.mediafire.com/file/3ty1xx64fqcsdi2/Outdoor+Mockup+Template+03.psd http://ww.gemgfx.com/wp-content/themes/GemGfx_2014/freebies_2014.php https://www.mockupworld.co/free/gift-box-mockup/?xurl=%3A%2F%2Fwww.graphicsfuel. com%2F2015%2F10%2Ffree-gift-box-psd%2F https://qeaql.com/graphics/mock-up/roll-up-add-on/photoshop-psd/tAh2fDRy39if39A3Q?coupon=AEB0C8 https://www.behance.net/gallery/43121529/FREE-Realistic-Lightbox-Mockup https://drive.google.com/file/d/0B0QUCyg4WDCDYlkxR3hVMXgxdHM/view
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http://static.wixstatic.com/media/05402a_e5479fef431646cbaf05ab8476dd8725.jpg_srz_144 0_960_85_22_0.50_1.20_0.00_jpg_srz https://medwatcher.org/app/assets/images/appstore/google-button.svg https://www.digimarc.com/images/default-source/default-album/apple-app-store-icon. png?sfvrsn=0 http://67.media.tumblr.com/ea0fc196d9c2ef93cd5d1bdd63bdf126/tumblr_nr788haaYh1tkeqh6o1_500.jpg https://65.media.tumblr.com/194b77b0b9f7f65f31376a4645795940/tumblr_nfoiu9sK7K1ratbs1o1_500.jpg http://ewedding-blog.s3.amazonaws.com/wp-content/uploads/2013/01/39430087256.jpeg https://img.buzzfeed.com/buzzfeed-static/static/2014-12/19/9/enhanced/webdr11/gridcell-17397-1418998561-5.jpg http://cdn.newsapi.com.au/image/v1/0a0ceda4bda18e664ffac1a8fa86a7d1 http://i.huffpost.com/gen/1551600/images/o-JANET-ZIMMERMAN-CATERING-GAY-WEDDING-facebook.jpg https://www.theknot.com/content/addressing-wedding-invitations https://s-media-cache-ak0.pinimg.com/originals/68/24/fe/6824fe89f3467c8c42204d835815a25b.jpg https://67.media.tumblr.com/tumblr_m1yf2xTIv11rs0nluo1_500.jpg http://perf1d-imagines.tumblr.com/post/108323757582/preference-32-wedding-venuereception http://static.wixstatic.com/media/05402a_e5479fef431646cbaf05ab8476dd8725.jpg_srz_144 0_960_85_22_0.50_1.20_0.00_jpg_srz http://www.gayweddingguide.net/wp-content/uploads/hawaii-gay-wedding.jpg http://www.davidmcneil.co.uk/wordpress/wp-content/uploads/2013/06/finsbury-town-hall-wedding-photography-34.jpg http://zippypixels.com/product/mockups/stationery/professional-clean-free-us-letter-paper-mock-up/?utm_source=behance.net&utm_medium=referral&utm_campaign=behance_sharing http://www.pixeden.com/psd-mock-up-templates/iphone-7-psd-mockup-vector http://www.pixeden.com/psd-mock-up-templates/psd-business-card-mock-up-vol18 https://www.freecreatives.com/mockups/envelope-mockups.html http://creativecrunk.com/macbook-retina-display-psd-mockup/
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