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Kawthar Kordia | 102109323 DCO 20001 - Brand & Identity Design
Kawthar Kordia 102109323 Swinburne University of Technology Faculty of Health, Arts and Design School of Design Published and Printed in Melbourne, Australia. 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. Copyright Agreement I agree for Swinburne University to use my project in this book for non-commercial purposes including: promoting the activities of the university or students: internal educational or administrative purposes: entry into appropriate awards, competitions and other related noncommercial activities to show my work in lectures and as an example for future students online and face to face and in lectures. In some situations, this may involve repurposing the work to meet the requirement of Swinburne’s use. I agree to grant to Swinburne a worldwide, non-exclusive, irrevocable and free-offee license to use this project produced in DCO20001 in any way for non-commercial purposes. Signed
Date 29/06/2019
contents. Stage 1 Definitions Definition logo examples Category logos examples Positional map Competition case studies Mission statement Do Be Feel Values Mood board Naming options Chosen name
8 9 10 11 12 15 16 17 18 20 21
Stage 2 Brand sketches Argument Chosen design Refinement Final design - B&W Final design - Colour Rationale Brand mark comparison
24 26 28 29 30 32 34 35
Stage 3 Stationery application digital application signage office supplies xmas card clothing overview of all applications guidlines photography
38 50 52 56 58 60 62 64 66
References
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P1
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definitions. Branding The development and maintenance of a brand. Brand A company, or product, or something else, presented in ways that create an image. Identity The characteristics by which a brand is known. Image The markets opinion about a brand. Brandmark A graphic mark that represents a brand. Logotype A brand consisting of letters. Figure Mark A brandmark consisting of one or more figures. Combined Mark A brandmark consisting of letter/s and figure/s. Trademark A registered (legally protected) brandmark. Per Mollerup, Professor of Communication Design
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brand mark
logo type
figuremark
combined mark
trademark
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brand mark
logo type
figure-mark
combined mark
trademark
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Simple
positional map.
Traditional
Complex
Contemporary
target
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case study: one
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case study: two
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case study: three
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mission statement. ID SIGN invites innovative, creative and passionate students to join the first real world learning program in branding. Young designers will face real client projects as it provides them a glimpse of what their future holds. Here you will grow confidence in a supportive environment where you will learn to express your creativity through numerous tasks that will prepare you to deal with difficult challenges designers face in the real world. This program offers opportunities where interesting connections are made for lifelong friendships and job-sharing network.
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do be feel. do
be
Learn Create Develop Share Collaborate Connect Network Research Experiment Grow
Innovative Creative Proffessional Contemporary Competitive Brave Proggressive Curious Open-minded Authentic Supportive Invested Reliable
GREEN “grow”
feel Positive Inspired Fresh Confident Excited Included Expressive Trust Fun Creative
B&W “proffessional”
BLUE “fresh”
RED “bold” “brave”
YELLOW “bright” “positive” “light bulb”
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values. 1 Cooperative 2 Innovative 3 Integrity 4 Creativity 5 Reliability 6 Exemplary
1 2 3
exemplary innovative cooperative
“exemplary� definition:
extremely good of its type, so that it might serve as a model for others. Cambridge Dictionary
synonyms:
ideal, respresentitive, illustrative, classic, admirable, commendable, estimable, excellent, honorable.
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mood board.
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naming options. BrandStudio Brand Design branddesign SwinStudio Diamond Design Innovative Industries Brand Design Studio iDesign ID SIGN eyeDesign Imprint Design print Studio Wave identity print design network BE (Business Esential) Beryllium Branding HydroGem oxygem Silver Studio AU Design
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“ID SIGN” ID SIGN can be read in two ways; ‘I design’, as if you are stating that you are a designer or ID which means identification and SIGN for signage and symbolizing.
P2
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sketches.
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argument The reason why the first logo was chosen as the final logo for ‘IDSIGN’ was because the connection of the two words using the ‘I’ gives a sense of unity and flow in the logo where all elements are connected to form a logo that looks as one rather than multiple components. The second logo was chosen in the top 3 because of its simplicity and the fact that the dots are in a different colour from the text which gives it a sense of imagery rather than a text based logo. Yellow was chosen as it represents new ideas as well as brightness and optimism. The height and thickness of the the letters are equal for a sense of balance and with its capital letters, brings attention to the brand itself. Having the brand name as a logo is a marketing strategy to make the name more memorable as it will be displayed very often instead of an image that some people may not know the brand of it. The third logo was chosen in the top 3 because of its geometric, diamond like pattern that makes up the ‘ID’. The modern and sleek design gives a futuristic and sophisticated look because the patterns used are made from programs like Rhino and Grasshopper. ‘ID’ is the hierarchy of the logo which represents identification of ones self and brand and makes up the rest of the word ‘IDSIGN’ where ‘you will design’.
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final design options.
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rationale The final logo design chosen for the brand ‘IDSIGN’ is professional in its use of font, capitals and stroke which is sleek and contemporary. Arial is used for the lettering which is a popular font that people are very familiar with. The letters align in an invisible grid for a sense of balance. The logo is kept black and white to give a classical and professional appeal to the design. This also means that the logo works with all coloured application as well as being next to any of the client’s logo. The upside down ‘i’, or exclamation mark, has a triangle instead of a dot so that it represents a pencil. The triangle is filled in so that it becomes clearer that it is the lead of the pencil. The rectangular shape of the ‘i’ is only outlined so that the letters are the hierarchy of the logo. In collaborative presentation, the space within the ‘i’ will take up the colour or pattern of the collaborated brand to give a sense of unity between them. In the logo design, the pencil represents the beginning of original ideas. It’s the material used to initiate opportunities a brand can have and will have in the future.
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P3
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stationery. business card
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stationery. envelope
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letterhead
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stationery. business letter
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invoice
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stationery. brochure
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stationery. design brief template
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logo stamp application
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stationery. visual diary
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digital application. website + phone app
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email signature
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signage. building entrance sign
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stationery supply store sign
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signage. advertisement
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office supplies. decorative tape
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usb
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xmas card. christmas cards
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clothing. hoodies
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t shirts
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overview.
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primary logo colour
guidelines. R G B
255 255 255
C Y M K
0% 0% 0% 0%
R G B
0 0 0
C Y M K
74.97% 67.92% 67.05% 90.15%
R G B
255 0 0
C Y M K
0% 99.33% 100% 0%
R G B
0 173 238
C Y M K
69.61% 14.52% 0% 0%
R G B
255 234 0
C Y M K
2.79% 2% 98.07% 0%
White
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secondary logo colours
Black
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Pantone DE1900
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Pantone 00A3E0
Pantone FFE900
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Arial Black
Type used in logo.
Aa
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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
White Space Scale
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Arial Bold
Type used in sub headings.
Width: 15mm Height: 11mm
Aa
Minimum Size
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Calibri Regular
Type used for body text.
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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use unofficial colours
distort
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change font
change size of type
do not X
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photography we like.
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references. DEFINITION EXAMPLES Retrieved from, https://www.facebook.com/davidsonbranding/photos /a.200095343484062/557976841029242/?type=1&theater ,Viewed on 9/03/19 Retrieved from ,https://www.underconsideration.com/brandnew/archives/new_logo_ and_identity_for_interbrand_done_in_house. php Viewed on 9/03/19 Retrieved from, https://segd.org/pentagram Viewed on 9/03/19 Retrieved from, http://thinkersco-blog-blog. tumblr.com/post/4318640420/dschool-stanford-george-kembel-hasso-plattner Viewed on 9/03/19
Retrieved from, https://fantasy.co/contact Viewed on 9/03/19 Retrieved from, http://gelizabeths.com/ Viewed on 9/03/19 Retrieved from, https://www.taylortechnologysystems.com/clients/ea-logo/ Viewed on 9/03/19 Retrieved from, https://www.reddit.com/r/ graphic_design/comments/1rb201/the_myfonts_logo_is_a_hand/ Viewed on 9/03/19 Retrieved from, https://www.fool.com/ investing/2018/04/04/is-international-business-machines-corporation-a-b.aspx Viewed on 9/03/19
Retrieved from, https://www.ideo.com/ Viewed on 9/03/19
Retrieved from, https://www.g2crowd.com/ products/centricminds/reviews Viewed on 9/03/19
Retrieved from, https://mumbrella.com.au/ five-by-five-release-anz-esports-landscape-infographic-535885 Viewed on 9/03/19
Retrieved from, https://www.truelocal.com. au/business/dais-brand-strategy-1/fortitude-valley Viewed on 9/03/19
Retrieved from, http://www.arena-international.com/aic2016/labbrand/12093.sponsor Viewed on 9/03/19
Retrieved from, http://inspirationfeed. com/20-uncommon-tips-for-a-logo-that-getsyou-noticed-and-remembered-more-thanyour-competitors-15-examples-included/ Viewed on 14/03/19
Retrieved from, https://www.adweek.com/ agencies/landor-associates-sued-by-former-executive-alleging-age-discrimination/ Viewed on 9/03/19 Retrieved from, https://goodlogo.com/ extended.info/moving-brands-logo-3573 Viewed on 9/03/19 Retrieved from, https://www.famouslogos.us/ worlds-top-10-brand-consulting-firms-logos/ Viewed on 9/03/19 Retrieved from, https://en.wikipedia.org/ wiki/Brand_Union Viewed on 9/03/19 Retrieved from, https://wearemucho. com/?utm_source=uxplanet&utm_medium=top-designers&utm_campaign=branding-list Viewed on 9/03/19 Retrieved from, https://clutch.co/profile/ want-branding Viewed on 14/03/19 Retrieved from, https://twitter.com/aaltoarts Viewed on 15/03/19
Retrieved from, https://artversion.com/ Viewed on 14/03/19 Retrieved from, https://www.bbb.org/us/ ca/beverly-hills/profile/professional-services/trixmedia-inc-1216-762334 Viewed on 14/03/19 Retrieved from, http://www.wildartcolumbus. com/september-13 Viewed on 14/03/19 Retrieved from, https://www.onlypos.com. au/zebra-card-studio-printer-software-standard-ed Viewed on 14/03/19 Retrieved from, https://sonarplusd.com/en/ programs/barcelona-2018/organizations/ university-of-the-arts-london Viewed on 15/03/19 Retrieved from, https://redantler.com/ Viewed on 9/03/19
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Retrieved from, http://www.graphis. com/entry/4c520c76-c55d-46e7-98ba78e1ea760500/ Viewed on 14/03/19 Retrieved from, https://www.artandeducation.net/directory/79589/royal-college-of-art Viewed on 15/03/19 Retrieved from, https://www.masstransitmag. com/home/company/10065919/mott-macdonald Viewed on 15/03/19 Retrieved from, https://www.swinburne. edu.au/events/departments/engagement/2016/09/swinburne-conocophillips-science-experience.php Viewed on 15/03/19 Retrieved from, http://volunteeringvictoria. org.au/our-members/fitzroy-legal-service-bw-logo/ Viewed on 15/03/19 Retrieved from, https://www.ecuad.ca/ about/news-and-media/graphic-standards/ logo-files Viewed on 15/03/19 Retrieved from, https://www.cgerisk. com/event/bowtie-analysis-course-portuguese-sao-paulo-3rd-module/ Viewed on 15/03/19 Retrieved from, https://www.behance.net/ gallery/1407795/OCAD-University-Visual-Identity Viewed on 15/03/19
MOOD BOARD Retrieved from, https://marisundvoll.weebly. com/english---around-the-world.html Viewed on 17/03/19 Retrieved from, http://www.dmia.net/starting-a-jewelry-business-wholesale-vs-retail/ Viewed on 17/03/19 Retrieved from, https://www.galaxyexplorer.net.au/science/the-science/ Viewed on 17/03/19 Retrieved from, http://typographie.tumblr. com/post/8623557007/visual-poetry-pointof-view-eine-frage-des Viewed on 17/03/19 Retrieved from, https://gauchazh.clicrbs.com. br/donna/colunistas/roberta-weber/noticia/2016/09/primavera-verao-2017-como-usar-as-top-3-cores-da-pantone-cjpl89bi0003nndcnpda2kx6o.html Viewed on 17/03/19 Retrieved from, https://i.pinimg.com/originals/72/c9/7b/72c97b22d8e599e90b558e02b030637e.jpg Viewed on 17/03/19 Retrieved from, https://www.hellolovelystudio.com/2018/11/lovely-london-doors-paintcolor-ideas.html Viewed on 17/03/19
ÂŹÂŹRetrieved from, http://urban-systems-office.com/?page_id=530 Viewed on 15/03/19
Retrieved from, https://i.pinimg. com/originals/6c/d5/5b/6cd55bcaf3d7e17555f11710be00d1e4.png Viewed on 17/03/19
Retrieved from, https://www.freelancer.in/ contest/Video-Studio-Logo-Design-1295897byentry-20184291 Viewed on 15/03/19
Retrieved from, http://www.designishistory.com/2000/daniel-eatock/ Viewed on 17/03/19
CASE STUDIES
Retrieved from, https://www.flaticon.com/ free-icon/share-symbol_25702 Viewed on 17/03/19
Retrieved from, https://www.aalto.fi/services/aalto-university-logo-emblem Viewed on 15/03/19 Retrieved from, https://www.underconsideration.com/brandnew/archives/punctuation_ university.php Viewed on 15/03/19 Retrieved from, https://wearemucho.com/ Viewed on 15/03/19 Retrieved from, https://artversion.com/ Viewed on 15/03/19
Retrieved from, https://sciencemeetsbusiness.com.au/collaborate/ Viewed on 17/03/19 Retrieved from, https://creativemarket. com/dianahlevnjak/2085752-Gradient-Energy-30-vibrant-shapes?u=pxcr?utm_ source=Pinterest&utm_medium=CM%20 Social%20Share&utm_campaign=Screenshot%20Social%20Share&utm_content=Gradient%20Energy-%2030%20vibrant%20
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shapes&ts=1519217215978 Viewed on 17/03/19 Retrieved from, https://www.flickr.com/photos/lms1/5936593787/in/photostream/lightbox/ Viewed on 17/03/19 Retrieved from, https://iask.hu/en/people/sanchez-thomas-kinneary/ Viewed on 17/03/19 Retrieved from, https://www.vectorstock. com/royalty-free-vector/round-icon-with-leafvector-13817682 Viewed on 17/03/19 Retrieved from, http://www.astronomy.com/ news/2018/03/mercury-the-swift-planet Viewed on 17/03/19 Retrieved from, http://desembaralhe.blogspot.com/2014/05/black-background-galaxy. html Viewed on 18/03/19 Retrieved from, https://thesolarsystem.fandom.com/wiki/Sun Viewed on 18/03/19 Retrieved from, http://www.diamondfacts. org/diamond-pipeline/ Viewed on 18/03/19 Retrieved from, https://mobilemarketingwatch.com/global-cloud-infrastructure-spend-continues-balloon-71524/ Viewed on 18/03/19 APPLICATION WEBSITES Mockupworld Graphic burger Originalmockuos Designermill Pitchstock free-psd-templates