About The Style Guide
2017
Singapore's First Cat Cafe Inspired by the many cat cafes located in Japan, the two founders of Neko No Niwa -Sam and Sue - were driven to bring the same experience to Singapore. Now firm proponents of the joy and relaxation that can be gained from cat therapy, the cafe's journey first began when Sam was introduced to Marbles -Sue's twelve year old cat. The two then formed a special bond and, as Sam began to realize how precious cats can be, they decided to share the joy and knowledge of cat ownership in Singapore. With Neko No Niwa, Japanese for "Cat's Garden", Sue and Sam created a therapeutic environment where customers can both enjoy the comforts of any regular cafe, while also play and interract with the cafe's various free roaming cats. Featuring many adopted non-pedigreed, abandoned, and homeless cats, Sam and Sue strive to show how beautiful and affectionate companions all cats can be. Their message "Adopt, don't buy!" emphasizes on an ambience that encourages love and acceptance for all: their customers and cats both.
Source: http://www.catcafe.com.sg/about/ Copyright Š 2017 Cat CafÊ Singapore Pte Ltd.
Marbles RIP 7 April 2012
Nanyang Academy of Fine Arts
Title of Exercise: Objectives:
Content Specifications:
Submission Requirements:
Week 1 – 8 Grading:
Project 1 Brief
Department of Design & Media
Module Title: Brand Strategy Module Code / Credit: DMM3119
A Distinction 80 – 100 B Merit 70 – 79 C Credit 60 – 69 D Pass 50 – 59 E Provisional Pass 40 – 49 F Fail 39 and below
References: Last updated:
Year / Semester
1/2
Date issued: Week 1 Lecturer/Email: Terence Yeung/ hsyeung@nafa.edu.sg
For Students in Brand Strategy
Brand Identity Style Guide that revitalise the business in the contemporary marketing position Revamp a local business in Singapore by updating and clarifying the shop identity to a current design and brand position. The new identity should be remarkable in design in order to help differentiate its marketing proposition towards a target audience that are good at ignoring, as they don’t have much time. The new identity should also celebrate and relate to the market position of the brand with a touch that connects the consumer’s emotion and encourages them to enjoy, experience, and move away from their phones. Redesign an existing old shop identity and propose a new up to date identity. Singapore as many old neighbourhoods, and with them many old business premises. The design and identity of these shops are often old and outdated. Students will thus pick one existing business and revamp the brand with a new design and identity. The proposed identity will demonstrate the use of the archetype theory to capture the brand’s essence and translate it into visuals of the new branding proposition. The logo is the main area of focus, as traditionally, it is the face of the brand. However, the final brand design and identity is more than the logo; it consists of overall image, feel, user interface, and touch point design. Stationery & Marketing collaterals are the foundation that designers first attempt to establish in the brand architecture; every aspect of the design should define the brand look and presence, and the experience of the brand with the target audience. 1) New logo supported by 100 logo sketches development 2) Proposed style guide consists of the logo construct and usage 3) Identity guide on logo applications. 4) Your own creative design brief Project1 (30%)
Weekly Studio Practices Grading Criteria:
100 % (30% OF FINAL GRADE)
Brand Strategy Assessment Criteria 1) Research and Analysis = Insight 2) Creative Design direction 3) Logo Development 4) Typography & Graphic Layout Design 5) Project Management 6) Communication & Presentation
10% 20% 20% 20% 20% (10% midpoint, 10%final) 10%
Refer to Student Handbook.
Submission Date: Attendance:
Note: It is the student’s responsibility to find out what had been taught during his/her absence and to contact the lecturer to discuss his/her development of the project.
Week 9
Refer to Student Handbook.
Books and magazines on copywriting & art direction are available in the NAFA Library. 5 September 2017 / Terence Yeung
1 of 1
Brand Archetypes Archetypes are fundemental patterns of thought, unconcious ideas, and human motifs that is universally present in individual psyches. Consequentially, archetypes also reveal desires and emotions that a subject is prone or meant to evoke or emulate. Archetypes are used commercially to differentiate a brand within a category, and to appeal to a collective unconscious through a targeted human need.
The core or first tier of an individual's archetypes personifies their soul and fundemental traits and drives. The second tier symbolizes the traits that the subject is striving to embody, while the third and outermost tier is the archetype that the outside world judges them as. As a brand and business that places general love and comfort as their main focus, Neko No Niwa possesses an archetype that emphasizes on an emotion of acceptance and warmth: The everyman desires to connect with others through a common touch, the caregiver protects and cares for others, and the lover places intimacy and personal experience as their fundemental goal, traits, and drive.
Original Logo
The original logo possesses a childish charm, using complicated irregular shapes and a more chalky or 'doodleish' style in its imagery. Their typeface includes a handwritten caligraphic style as well as one similar to comic sans. The color palette uses strong and dynamic colors, leaning more towards the darker and more saturated hues of each color scheme, as opposed to the softer and more pastel shades of most modern cafes: a contrast to the more muted shades of their interior design. Though appealing in its own way, the logo would not be appropriate or pleasing in today's market.
New Logo Designs The main inspiration of the new logo comes from the figure of both a cat and a cup; specifically the form of a cat curled inside of a cup. The initial designs ventures first from a style resembling the original, in which its more childish and doodle based, and develops into a style that is more literal, and finally to more line based forms.
The Development Process The forms of the final design would change as well; ranging with designs with more detail and sharp features, to one that is more soft and minimal; from various typeface styles and positions; as well as color schemes and sizes.
Types and Forms
Types and Forms
Color Schemes
Color Schemes
About The Style Guide 2017
54A Boat Quay (Level 2), Singapore 049843 http://www.catcafe.com.sg
Published 2017. Done By Gabriella A. F16DM0617 Nanyang Academy of Fine Arts 'Brand Strategy' Advertising Class. Any DImensions quoted are for guidance only. Because of Printing circumstances, there are times when the color or specifications of the actual item differ slightly from those in printed materials. Playlist: Lauren Aquilina-King, James Arthur-Say You Wont Let Go, Alex and Sierra-Little Do You Know, Oh Wonder-Technicolor Beat, Pentatonix-Light In The Hallway, Oh Wonder-White Blood, Ed Sheeran-Perfect, Jason Mraz-I Wont Give Up, WestlifeMore Than Words, Lily Allen-Somewhere Only We Know