The Reflective Journal of MA branding and Identity 2014

power of

graphic

deisgn

The Reflective Journal

the

MA BRANDING AND IDENTITY

by Lisa Wei Fang Hung 2014

The Reflective Journal the powerof graphic deisgn my journey into how to be a professional graphic designer

CONTENTS Reflective Journal

by Lisa Wei Fang Hung

2014 MA branding and identity

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Introduction

7 Step Process for Graphic design project

Grid System

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My Learning Agreement: Design Brief

Brand Identity Essentials

Case Studies

5

33

55

Module Guide Briefing

Dynamic Identity

Inspirations

7

37

67

Reflecting on Tutorials

Time Management

Conclusions

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41

69

Why is graphic design important

Print and Finish

Credits

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Introduction

Turn my thoughts into physical work

For the last module, my mission is to make efforts understanding the professional context about brandind and identity, by reading books and searching into professional design case studies.

The most imperative matter is to analyze what I have learned, and how can I apply those qualities into my design. I should absord more and develop my learning system.

Stop procrastinating and make time management, which is a good practice for me if I am going to manage other cases in the future.

Visual development Logo development

How to make brand book

Colour experiments

Deliver my branding design

Different techniques

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Learning agreement My design brief and guideline for me while designing

Project title How can branding an organization and communicating through graphic designs help interntional students coming to study at universities in the UK overcome the potential stress of culture shock and enjoy life while studying?

The brief To create an organization which helps international students to engage with cultural and social events during their time at university.

The main aim of the organization is to aid students while they transfer from a previous environment to a new one and for overseas students who need to overcome the stress of culture shock. The organization’s mission is to transform student engagement with social and cultural events, supporting a new generation of active citizens to achieve positive change now and in the future.

The challenge for my project will be to create an approachable brand identity for my organisation and apply the identity across a range of printed material, webpage and other promotional items in a dynamic and contemporary way.

Submissions A brand book detailing all aspects of my brand’s identity and its application across printed and web-based material Posters and promotional material for student events, and website design for brand A cafe hub

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1

Start the Masters Phase of the course

19/ 05 /2014 Module Guide , Phase 3 briefing from Peter

You should complete and present a folio of work ,which meets the creative and intellectual ambitions of your learning agreement and the learning outcomes of the module.

You will apply appropriate research, problem solving and idea development skills,as well as knowledge of your specialist subject to complete and present your project.

Acquiring relevant technical/commercial/professional of knowledge and skills.

The thinking behind your work - carefully record your way of working and the analysis behind it.

It is expected that your completed practical work will demonstrate visual evidence of contemporary theory and practice in your subject.

Your final submission should show strong personal abilities, which demonstrate creativity, imagination and innovation within the subject area.

You are expected to challenge the established parameters of your subject through the application of

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advanced knowedge and skills in theory and practice.

Contextualize your work professionally - always plan ahead and figure out what to do. Try to annotate my design concepts so that everything can be crystal clear.

In this module you will also be encouraged to apply critical and reflective practice;showing learning through analysis and evaluation of your own work and that of others. This critical thinking will need to be evident in your reflective journal, which is sumitted for assessment alongside your research and practical project outcomes.

Research into skills - in order to design like a professional, it’s important that I try to obtain as much knowledge as possible. For example : the grid system for layout, the production behind graphic design.

As reading and acquiring those professional skills is important, it is essentially necessary to write down how I learn them, and what the key points are and how I will use them later.

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Learning is an endless path especially in the design area. It is all about using your creative mind and aesthetics to form a better version of work for the users.

However, before you become an expert, there is a long way to go. To become a graphic designer is not as easy as we imagine.

Books to read: Production for graphic designers /Alan Pipes Grid systems/ Kimberly Elam Print and finish / Gavin Ambrose Paul Harris

“The devil is in the detail.“ and there is a lot of basic knowledge that we need to explore and apply. Therefore, every design case is like putting your knowledge and talent into action, craving for a better outcome every time.

Studying at MA level enables me to explore more and be inspired by my discoveries. In order to learn more, I have to always be passionate about things and let my curiosity take me to different places.

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Reflecting on Tutorials Every tutorial is important for me to know that am i in the right direction and If not, how should I put myself back to the right track

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#3 module 1st tutorial 19 / 05 2014

Tutorial with Supervisior

Agenda Review of PGD feedback Working and discussing on the next phase of module 3 Reviewing my design concepts and made desions on the concepts I will work on

Supervisor comment It’s good to see you have been reading the key texts on the brand identity design.

You have developed 2 key design approaches for your brand identity. You need to develope Your design to finalize them and think about your organization and services for your target audience.

Summary of actions for student Finalize my design and make sure I know what promotional materials I need to manage and work on Revisit my earlier research and make sure I know what I try to convey Have a specific and concise time schedule.

Refer back to case studies and have my work based on professional experts

Reflect on my tutorial From previous module, I have provided six concepts of identity, and with this module, we need to chose one identity and make a deeper exploration in terns of design visuals and what vehicles should I choose to convey my message to the audience.

edge from the graphic finishes and techniques are also something I need to keep doing.

Although it is in the last stage, to keep analyzing other professionals design cases and absorb more knowl-

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#3 module 2nd tutorial 02/06 2014

Tutorial with Supervisior

Agenda Present my visuals and finalized logo, and some case studies for my organization

Supervisor comment I am disappointed that your idea for your organization purpose and services are still so vague at this stage Work hard to clarify this urgently. and then relate your visual identity to your brand’s communications.(timetable) Your design work well but you must define the content of your work

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You get lost and don’t know what to do sometimes

Summary of actions for student Figure out my brand’ core valur, my service and the structure of my orfanization Clearly create my service based on the timeline of student study period Make sure the learning agreement is in line with my design Keep running my reflective jounrnal

Reflect on my tutorial After this tutorial, I am a bit depressed and feel lost about my design direction. As the designer, I know the background of my organization well but my weakness is to present clear ideas to others. And the problems identitfied by my tutor is something I need to work on.

keep myself going is to evaluate my work and ask myself if I achieve my goal or not.

Although it is hard to find the focus while you are working alone and miss the point at times. What I can

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But it is important to get up and start up again

#3 module 3rd tutorial 16 /06 2014

Tutorial with Supervisior

Agenda Identify the key content of my organization Present the time line schedule and my branding booklet

Supervisor comment You have started to address the ‘content’ of your project much better now. However, you will need to work hard now to catch up on lost time. As you apply your brand identity be brave and use scale/type/colour to achieve impact and visual drama.

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Summary of actions for student Get more content from international students( inspiring quotes) to put in my design work Try to get more materials from schhol agencies or language center Make sure my work can keep up with my time schedule.

Send new learning agreement to Stuart

Reflect on my tutorial I started to form my organization by writing down the details of my organization, which gives me the content to create more designs. It is such an important step because I focused on the visuals too much so that i ignore the message what I need to convey.

Now that I am able to produce the content of my organization, i need to keep up doing more work to finish my brand identity.

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#3 module 4th tutorial 30 /06 2014

Tutorial with Supervisior

Agenda Showing the designs at this stage Discussing what works and things to adjust

Supervisor comment The visual language of your brand is appropriate and engaging but yu message is not always clear and approprite.

Think about your message and the hierachy of information. Be consistent in your typography. Have fun applying your visual language. Be bold and creative.

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Reorganize my work , and produce a better result.

Summary of actions for student Reorganize my design, and connect them together Find the right message to say for my organization Make adjustments which are necessary Work on brandbook and reflective journal.

Reflect on my tutorial After some of my branding works had been done, the tutorial remind me that I didn’t make my message obvious enough to let my audience see.

It is the last phase of our ma project, and I need to make every day count to finalize my work.

Waht I need to adjust is to make more clearly that how to communicate with those international students and in what way can they clearly receive my message. Such as the hierachy of information and how to let them approach us when see the information of the posters.

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Why is graphic design important!

I know that I want to be a graphic designer because I am always attracted to the beauty of layout and visuals. But I wondered, what is the funtion of graphic design, and how can we use it to make the world different.

Graphic design not only makes something look good, it organizes information to help deliver a message in the most impactful way possible.

When you combine the right image, a well-written headline, professionally executed in a well-established package, then BOOM! The message hits its target. However, if any one of those parts is missed, the message will likely miss its target too. There’s a misconception that graphic design is just “pretty pictures,” but it’s actually presentation, organization and wellthought-out market concepts that deliver everything in one good-looking package.

In my career, I have had the opportunity to design for all business types and sizes, from big corporations down to small “mom & pop” shops. The one thing they all have in common is that they hired us to give them a consistent brand; a face that their audience would recognize every time they received or saw anything from them. So why is it that businesses are always wanting that solid brand foundation, but trying to find short cuts/low-cost measures to execute it the right way?

Branding isn’t limited to just a company logo. It means putting that logo on everything your company pre-

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sents as theirs. And not just adding the logo to any old layout/design, but having that ad/email/brochure tie into the brand using the brand’s fonts, colors and remaining consistent with the graphic standards that your audience has been used to seeing.

Consistency is the key to good branding, and graphic design is the key to consistency. Graphic design creates the structure for delivering your message, so that over time, your audience recognizes YOU in every message you deliver. Consistency creates confidence, assurance that you know the brand…predictability. If the client decides to execute their own thing, be it by another designer, an in-house creative or on their own without following the design previously established, their audience may lose trust in that brand.

Without this brand consistency, your audience won’t necessarily recognize you. In layman’s terms, it’s as if a friend gets their hair chopped off and colored, then

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dresses up in drag and shows up at your door expecting you to recognize them. You’ll certainly figure it out because it’s still them, but they look so different, you’re not sure who they are anymore!

Beauty is attractive, we all know that, and graphic design delivers beauty in order to attract the target audience. But in advertising, it’s not just about beauty; there is a very small window of time for an ad, email or website to grab the audience’s attention before they move onto the next thing. If they find something in that window of time that makes them look twice (a graphic, a headline), then they’ll stop to take in the message. A well-designed marketing piece helps the audience see past the graphics to the message, but it’s the appealing graphics that reel them in.

http://themmachine.com/why-graphic-design-is-important/

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Another article that I found in Internet also stress on the importance of graphic design, and there are some key points which are helpful and essential

If you are thinking of hiring a graphic design firm to create the graphics for your website, it is a normal part of the process to start questing how important top quality is anyway. After all, it cost quite a bit of money upfront without a guarantee of results.

Graphic Design Makes a Great First Impression For those doing business on the Internet, graphic design can make a HUGE difference to the success of your website or sales message. While it is not the only measure of success by any means, good graphic design can complement and enhance any sales message.

Let’s see exactly why graphic design is important for your website or product promotions.

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There are millions of websites on the Internet. People have become conditioned to briefly scanning pages and exiting quickly if they don’t feel comfortable or engaged. One of the ways to stop them in their tracks and get them interested in what you may be selling or what you have to say is by using engaging and well designed graphics.

Compare a plain text page against one with a professionally designed graphic that will interest your visitor, and it will be easy to see why graphics can turn casual browsers into interested prospects.

Instant Credibility Having professional designed images and graphics on your website can instantly raise your credibility with a visitor. Have you ever found a site that had

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graphics deign does make a difference. http://www.digitalpomegranate.com/blog/graphics-design/graphic-design-important/

something you wanted to buy, but the site itself was so ugly and poorly designed that it put you off buying? We here at Digital Pomegranate are preachers of the importance of good design and graphics, even if you don’t use our services. Hear our message: Good graphics will immediately give your visitor confidence in your business.

A graphic designer works as a facilitator, creating designs that help the user accomplish a task, not just have attractive pictures. This could be anything from finding information to recognizing a brand. This is why web pages, logos, and print ads with poor graphic design aren’t as effective as well designed ones — they don’t help the viewer get things done. Sometimes, they even get in the way.

Typography, layout, and color choice are more than just graphic design elements. They’re the tools that a graphic designer uses to promote a business’s image.

They can minimize elements that aren’t important and shouldn’t be distracting and highlight the things that are important, allowing viewers to quickly see what they need to know to decide on a purchase.

Help the Viewer Get Things Done Another reason why graphic design is important is because human beings are visual creatures. Good graphics can help your visitors see and experience the effect of the product immediately even before they read any words on the page. For example, a book curing acne may feature a happy person with healthy skin, which can immediately evoke an emotional connection with the visitor.

Enhance the Impact of Your Sales Message For digitally delivered products like web pages or ebooks, having a virtual representation of the product makes the product feel real and allows the prospect to actually “see” the product before buying it. It has been proven over and again that having a good image of a product can have a positive impact on sales conversions.

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7 Step Process for Graphic design project Design process is the way to solve design problems.For every professionals, this is the approach must be learned. http://www.1stwebdesigner.com/design/steps-designers-complete-project/

As a graphic designer, you know your job entails helping your client sell their service or product. Your ultimate goal is to help viewers understand a message and, in turn, reap benefits for your client.

Developing a process to follow each time you take on a new project can help tremendously in achieving results you and your client are happy with. Whether you’re a graphic designer, web designer, programmer or otherwise, having a system set up will help you get the work done faster in addition to keeping things organized and the designer/client relationship a positive one.

Project Initiation One of the most important steps in the design process is accumulating the information you’ll need. This is usually achieved by either a face-to-face meeting with the client, a questionnaire, or even a Skype meeting if you really wish to establish a personal relationship with your client. In gathering this information, you now know your client’s objectives and can focus on the details for inclusion in your brief.

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The Brief: Although it may seem like more work than necessary, a design brief has a couple of key benefits, no matter how big or small the project seems to you:

It ensures the client knows what he or she wants from the project It acts as your point of reference during the project

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Corporate Profile – A summary of the business Market Position – An evaluation of the company’s service/product in relation to the competition.

Communication Task

– What’s the message trying to be conveyed and through what means (e.g. taglines, body copy, photography, etc.)

Target Market – Demographics — the age, gender, income, employment, geography, lifestyle of those the client wants to reach.

Objectives – What quantifiable result does the client want to achieve?

Schedule/Deadline – A realistic schedule of how the project should proceed.

At this stage it’s also a good idea to accept a deposit for the first half of the project.

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After you’ve met with the client and have a firm understanding of the task at hand, it’s now time to put your nose to the grindstone. After reviewing the materials given to you you can start research. This phase usually entails taking into account competitors, market trends, product/service differentiators, the history of the business, and the future of it as well.

While this stage isn’t usually going to be your favorite but it’s well worth it in the end. There’s nothing worse than creating a beautiful logo only to discover it’s too similar to a competitor’s. You’ll reap the rewards of the time you put into research, trust me.

Strategy This step may vary depending on the scale of your project, but generally it’s best to develop a strategy before putting pencil to paper. Through this you analyze the research gathered and decide on design and functionality criteria. This can be as simple as a theme carried across all marketing materials. You can present this strategy to the client to get approval or disapproval before heading on in the hopes of getting more creative direction.

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Development Once you have a clear strategy, the idea is to then create preliminary design concepts based on the strategy you developed. Developing concepts can be done through various means when inspiration strikes, but here are some of the most effective.

Mind Mapping: A diagram that’s used to represent words, ideas, and tasks linked to your central idea. Encourages a brainstorming approach to planning and organizing tasks.

Storyboarding: Meant to pre-visualize a motion picture, animation, etc by organizing illustration in a sequence.

Free Writing: A great way to get your ideas down on paper and later expand on them.

Layout Creation: Sketch layouts from collected inspi-

ration, play around with color schemes and typography until a direction strikes you, and then explore it more.

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Develop several different concepts through the above methods. The idea here is to create as many different options before choosing the most viable one. Through the help of the client, these ideas can them be narrowed down to a couple of ideas for further development and refinement.

Presentation/Refinement Often best presented as a PDF file with the design in context. It’s now the job of the client to review the designs and provide feedback based on their objectives and the needs of their target audience.

At this stage the designer is tasked with making changes to the aesthetic elements based on client’s request or putting the final touches on an agreed upon design.

Production/Launch With an approved design, the designer is now able to implement the finished piece across all deliverables, which may include both print and web. Depending on the project and/or media, the materials may often be handed off to a third-party, which includes:

Prepress/Printer Media Outlet Launched on the Web If it’s a web project, instructions and documentation may be required for administrative purposes, as well as Search Engine submission.

Completion There’s nothing more rewarding than turning over a completed project to a satisfied client, so congratulate yourself.

With a solid process in place for completing a design project, you not only establish a closer relationship with your client, but you take a lot of the guesswork away when it comes down to creating something memorable for them. Consider it one less hurdle you have to overcome. Do you have a design process in place that you utilize with each new project? Feel free to share any tips with us that I may have missed.

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“ What is a brand ? ” Brand Identity Essentials From designing brand identity /Alina Wheeler and http://justcreative.com/2010/04/06/branding-identitylogo-design-explained/

As competition creates infinite choices, companies looks for ways to connect emotionally with customers, become irreplaceable, and create life long relationship.

A strong brand stands out in a densely crowded marketplace. People fall in love with brands, trust them, and believe in their superiority. How a brand perceived affects its success, regardless of whether it’s a start-up, a nonprofit, or a product.

There is a simplicity to the most effective branding that belies its complexity. More than an identifiable logo, Branding is considered a promise, an experience and a memory. The message must communicate the ambition of the lable and the personal and social benefits of association. Competition is growing : the consumer is bombarded with hundreds of branded messages every day. The the challenge lies in controlling these very intangible elements with very tangible means.

Branding, Identity & Logo Design Explained A logo is not your brand, nor is it your identity. Logo design, identity design and branding all have different roles, that together, form a perceived image for a business or product.

There has been some recent discussion on the web about this topic, about your logo not being your brand.

Although this may be true, I haven’t seen any clarification of the differences between ‘brand’, ‘identity’ and ‘logo’. I wish to rectify this.

What is brand? – The perceived emotional corporate image as a whole.

What is identity? – The visual aspects that form part of the overall brand.

What is a logo? – A logo identifies a business in its simplest form via the use of a mark or icon.

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Image and perception help drive value ; without an image there is no perception.

Scott M. Davis Brand asset management

What is branding?

Branding is certainly not a light topic – whole publications & hundreds of books have been written on the topic, however to put it in a nutshell you could describe a ‘brand’ as an organisation, service or product with a ‘personality’ that is shaped by the perceptions of the audience. On that note, it should also be stated that a designer cannot “make” a brand – only the audience can do this. A designer forms the foundation of the brand.

Many people believe a brand only consists of a few elements – some colours, some fonts, a logo, a slogan and maybe some music added in too. In reality, it is much more complicated than that. You might say that a brand is a ‘corporate image’.

The fundamental idea and core concept behind having a ‘corporate image’ is that everything a company does, everything it owns and everything it produces should reflect the values and aims of the business as a whole.

As an example, let’s look at the well known IT company, Apple. Apple as a company, projects a humanistic corporate culture and a strong corporate ethic, one which is characterised by volunteerism, support of good causes & involvement in the community. These values of the business are evident throughout everything they do, from their innovative products and advertising, right through to their customer service. Apple is an emotionally humanist brand that really connects with people – when people buy or use their products or services; they feel part of the brand, like a tribe even. It is this emotional connection that creates their brand – not purely their products and a bite sized logo.

For a more thorough understanding of branding, in simple terms, I recommend Wally Olin’s: The Brand Handbook which I quote is “an essential, easy-reference guide to brilliant branding”.

It is the consistency of this core idea that makes up the company, driving it, showing what it stands for, what it believes in and why they exist. It is not purely some colours, some typefaces, a logo and a slogan.

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What is identity design?

One major role in the ‘brand’ or ‘corporate image’ of a company is its identity.

In most cases, identity design is based around the visual devices used within a company, usually assembled within a set of guidelines. These guidelines that make up an identity usually administer how the identity is applied throughout a variety of mediums, using approved colour palettes, fonts, layouts, measurements and so forth. These guidelines ensure that the identity of the company is kept coherent, which in turn, allows the brand as a whole, to be recognisable.

The identity or ‘image’ of a company is made up of many visual devices: A Logo (The symbol of the entire identity & brand)

All of these things make up an identity and should support the brand as a whole. The logo however, is the corporate identity and brand all wrapped up into one identifiable mark. This mark is the avatar and symbol of the business as a whole.

Stationery (Letterhead + business card + envelopes,

etc.)

Marketing Collateral websites, etc.)

(Flyers, brochures, books,

Products & Packaging

(Products sold and the packaging in which they come in)

Apparel Design

worn by employees)

(Tangible clothing items that are

Signage (Interior & exterior design) Messages & Actions (Messages conveyed via indirect or direct modes of communication) Other Communication (Audio, smell, touch, etc.)

Anything visual that represents the business.

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What is a logo?

To understand what a logo is, we must first understand what it is for.

A logo is for… identification.

A logo identifies a company or product via the use of a mark, flag, symbol or signature. A logo does not sell the company directly nor rarely does it describe a business.

Logo’s derive their meaning from the quality of the thing it symbolises, not the other way around – logos are there to identity, not to explain. In a nutshell, what a logo means is more important than what it looks like.

To illustrate this concept, think of logos like people.

We prefer to be called by our names – James, Dorothy, John – rather than by the confusing and forgettable description of ourselves such as “the guy who always

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wears pink and has blonde hair”. In this same way, a logo should not literally describe what the business does but rather, identify the business in a way that is recognisable and memorable.

It is also important to note that only after a logo becomes familiar, does it function the way it is intended to do much alike how we much must learn people’s names to identify them.

The logo identifies a business or product in its simplest form.

Unify. Simplify.

Amplify Ken Carbone Cofounder and Chief Creative Director, Carbone Smolan Agency

Summary: Brand –The perceived emotional corporate image as a whole.

Identity – The visual aspects that form part of the overall brand.

Logo – Identifies a business in its simplest form via the use of a mark or icon.

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Designing identity Design is an iterate process that seeks to integrate meaning with form. The best designers work at the intersection of strategic imagination, intuition, design excellence, and experience.

Reducing a complex idea to its visual essence requires skill, focus and unending discipline. Even after the final idea emerges, testing its viability begins yet another round of exploration.

Each preliminary approach can be a catalyst to a new approach. Yet ensuring the solution is unique and differentiated is also essential.

Brand identity fuels recognition, amplifies differentiation, and makes big ideas and meaning accessible. Brand identity takes disparate elements and unifies them into whole system.

Types of branding Co-branding partnering with another brand to achieve reach.

Digital branding web, social media, search engine optimization, driving commerce on the web.

Personal branding the way an indivisual builds thrie reputation.

Cause branding aligning your brand with a charitable cause; or coporate social responsibility.

Country(place) branding efforts to attracts tourists and businesses.

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Brands have three primary functions Navigation Brands help consumers chose from a bewildering array of choises.

Reassurance Brands communicate the intrinsic quality of the product or service and reassure customers that they have made the right choice.

Engagement Brands use imagery, language, and associations to encourage customers to identify with the brand.

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“ When to start the process? ” New company, new product

We’ve developed a new prodoct and it needs a name and a logo.

Name Change

Our name no longer fits who we are and the business we are in.

Revitalize a brand

we need to communciate more clearly about who we are.

Revitalize a brand identity

our identity does not positiion us shoulder to shoulder with our competiters.

Create an integrated system

all of our marketing looks like it comes from different companys.

When company merge

we want to build on the brand equity of the merging companies.

Different designer’s perspective The best identity designers have a strong understanding of how a strong understanding of how to communicate effectively through the use of signs and symbols, a keen sense of form and letterforms, and an understanding of the history of design.

The trademark, at it’s best conveys one or two notions or aspects of the business. The identity has to be supported by a visual language and a vocabulary.

A logo is a typographic portrait- the face of a business. I talk to clients at length, learning everything about who they are and what is important to them, and them translate that into type. A great logo appears effortless.

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A logotype or a symbol should express the fundamental essence of an organization or a product or a service – the visual manifestation of its nature, it’s aspiration, it’s culture, it’s reason for being.

To be a good designer you must be curious about life. The strongest ideas are born from the experiences we have and the knowledge we gain from them.

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Branding and Identity case studies 1 Branding, Graphic Design, Packaging https://www.behance.net/gallery/Buero-System/14532271

B端ro

Socio Design London, United Kingdom

B端ro is a mens cosmetics range made from all natural, sustainable ingredients, designed to be used on a daily basis and tailored to the individual needs of the user.

We created a new brand name, identity and packaging system that removed the prettification and emotion, typically found in the cosmetic and fragrance industry thereby emphasising the utilitarian nature and quality of the product. The use of materials in their unprocessed state helped to communicate the purity of ingredients used within the range. Printed by Avenue Litho.

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Branding and Identity case studies 2 Branding, Creative Direction, Typography https://www.behance.net/gallery/17686927/The-Pressery

the pressery Tim Jarvis London, United Kingdom Corporate identity, branding and art direction for London’s first almond milk producer; The Pressery. Super-natural goodness.

The Pressery was born from the love of whole foods and their health benefits. In this; the first stage of the branding process, the identity and original product range are defined and launched. Branding for the new company was an exercise in complete minimalism to reflect the pure values of this unique hand-made product. No ingredients are used that aren’t required and as such there are no elements to the identity that aren’t absolutely necessary. The logo typography is a reworked, balanced version of Sabon LT paired with condensed Trade Gothic LT. Given space to breathe, the logotype always appears adequately padded by a sizeable negative space square; a visual metaphor that nothing is allowed to compromise the absolute simplicity and purity of the product.

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Dynamic Identity How to create a living brand From dynamic identity /Irene van Nes http://www.otherfocus.com/2012/03/dynamic-branding-the-same-but-different/

Dynamic identity

Dynamic components

social media and technical revolutions have given brands the opportunity to behave like living organism.

there are six components to an identity. Alogo is one of them, color and typography makes three, and then there are graphic elements imagery and language. Together they form a system that build the identity of the brand.

an identity should reflect the value and aims of a company as a whole. What it believes in, why it exists. This is not something static, forzen in time. It is always evolving, growing adapting to new circumstance.

As competition creates infinite choices, companies looks for ways to connect emotionally with customers, become irreplaceable, and create life long relationship.

A strong brand stands out in a densely crowded marketplace. People fall in love with brands, trust them, and believe in their superiority. How a brand perceived affects its success, regardless of whether it’s a start-up, a nonprofit, or a product.

There is a simplicity to the most effective branding that belies its complexity. More than an identifiable logo, Branding is considered a promise, an experience and a memory. The message must communicate the ambition of the lable and the personal and social benefits of association. Competition is growing : the consumer is bombarded with hundreds of branded messages every day. The the challenge lies in controlling these very intangible elements with very tangible means.

REFLECTIVE JOURNAL

by Lisa Wei Fang Hung

Each component helps sharpen the identity of the brand it represents. The more conponets are defined, the more specified the identity becomes. but within this limitations, there is definately room for more freedom.

Dynamic Branding is an identity that can be changed, but has a basic element that always remains the same.

Whether it is the word-mark, text/word itself, colors, or shape; the brand is still recognizable.

Dynamic Branding is a way of giving your identity a fresh look without completely changing the identity.

You are able to connect to everything; you can change the logo in relation to the seasons, change it for a special occasion, etc. Dynamic Branding has proved to be successful a number of times, but it does not work well for every company.

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Why Dynamic Branding And Why Not? Dynamic Branding can mean that the company is in motion, evolving, developing, etc., or could also mean that the company is creative by expressing the creation of something new every now and then. On the other hand, an identity that is constantly changing can lose it’s credibility, because people don’t know what to expect any more. It could evoke the feeling that the company is not considered trustworthy. Dynamic Branding also requires more resources, which means it’s more expensive than a static branding.

Examples of Dynamic Branding Google An example we all have encountered is Google. The most popular search engine started changing their logo in 1998. They’ve changed their logo over the years many times with their “Google Doodles” to remember an event in the past, celebrate a birthday, or another special day. They’ve got their own Google Doodle’s for every country! In the new digital age those logo’s have become interactive as well. Like said earlier, something will always stay the same, in the case of google this is either the word or the colors.

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Nordkyn www.neue.no

Where Nature Rules – The logo of the Nordkyn branding changes depending on the weather conditions

The Ingenious and Branding of Nordkyn

Interactive

Nordkyn is a cape in the northernmost point of Norway. This area has got it’s own branding which was made by Neue Design Studio. The motto that appears in the branding is “Where Nature Rules”, this connection with nature is reflected in the branding of Nordkyn.

The color of the logo changes with the temperature. Also the shape of the logo is determined by the wind direction. This is an exelent and unique way to make a branding dynamic!

The combination of the temperature and wind direction accounts for a lot of versions of the logo. In other printing material they can choose one of those various versions.

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7

Time Management Adrian Shaughnessy From How to be a designer without losing your soul http://www.graphicdesignblender.com/time-management-tips-for-designers

No matter how nuch time we have for a project, it’s never enough. We delay starting the project until the last possibel monment, then end up doing the task in the same amount of time we should have had if we’d been given the usual “want - it - tomorrow “ schedule.

Yet it is an illusion to imagine that we never have enough time. What we really mean when we say that we don’t have enough time is that we have a problem managing our time.

That’s before we get to our biggest obsacle to effective time management: the appearance, or more likely the non-appearance, of the big idea - the Eureka monment.

Waiting and searching for the big revelation is one of the main reasons why designers find it difficult to manage their time, There is no direct link between the ability to manage time and the quality of work produced. The gleastest impediment to managing time is not time itself,it’s anxiety - that sense of sweaty fear that builds up as deadlines loom and time slips away like water through our fingers. Before we go any further, it’s worth noting that a sliver of nervy tension is probably necessary, it’s most likely a sign that we are lacking in passion and commitment. Yet too much flooding of the neural pathways with toxic anxiety is harmful to the creative process.

REFLECTIVE JOURNAL

by Lisa Wei Fang Hung

Cope with time-based anxiety The realization that it was me, and not my client or my collaborators, or even the clock, who controlled the late at which time passed, taught me to be less anxious about time. One of the ways I do this is by chopping projects into managable chunks and breaking each job into a series of small milestones. By reducing each job to a number of achievable goals - rather than one big remote horizon - our control is far grater determining the order in which we do things.

Every project has a part - or parts - that we don’t like.

We’ll call them the late-night railway station parts.

Whenever possible, we should dothe oppsite and tackle the nasty first.

When we plan our time, we usually imagine uninterrupted time, or time filled exclusively with our project.

In reality, this really happens, it is inevitable that interruptions, disruptions and disasters will happen - clients turn up unexpectedly ; the job we finished and sent off three days ago comes back in need of urgent amendments; the train that was supposed to get us to work early breaks down and we arrive late. We should therefore build allowances for setbacks into our thinking and planning. It will make deadlines slightly easier to deal with, and help reduce the readings on our internal ‘anxiety - o - meters.

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Time management tips for designers

Always have at least two major projects going at one time

Whether time management tips for designers [image] you work in a corporate office, small production house, or as a freelance designer, chances are you have a lot to do. As designers, we many times have multiple projects to work on, clients to find, bills to manage, research to do, meetings to go to, and more. If we aren’t careful, time can get away from us and we can find ourselves not accomplishing all that we hope to during the day.

This article is a collection of time-management suggestions that are especially applicable to designers.

While it’s not always possible, try to always have more than one major project on your schedule at one time.

That way, when you are waiting for approval or feedback from one client, you can work on another project.

This helps you avoid time “sitting around” and waiting on others to get something accomplished. If you freelance, go the extra mile to find another major client in order to keep your plate full. If you work in an office, ask your manager if you can have another account to keep you busy at all times. This will make you more productive and efficient.

Plan out each day’s activities & stick to the plan Every evening before leaving the office or every morning before starting the work day, make a plan. Set aside a specific amount of time for each activity to have to accomplish. Then stick to your plan. As you plan each day, be sure to fill each time slot with one meaningful activity and one backup plan. That way, if your original plans fall through for some reason, you don’t have to waste time finding something else to do. This will help you divide up your day and accomplish each task you need to.

REFLECTIVE JOURNAL

by Lisa Wei Fang Hung

Take the time you need to do a quality job While it may take longer to do a good job in the first place, it is always better to go the extra mile in your original design than to cause extra client meetings, phone calls, and design time by getting it wrong the first time.

As you take a little extra time to minimize errors, you will find projects get done quicker and more eficiently.

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Force yourself to do the projects you hate first

Break down large projects into smaller more manageable tasks

When you are planning out your day, don’t wait til the last minute to do the projects you dislike the most. Find an even balance between “fun” projects and mundane projects and try to do the projects you aren’t looking forward to first. After they are out of the way, you will have more time to the projects you are looking forward to without the guilt of an unfinished project in the back of your mind.

It can be overwhelming when a client comes to you and proposes you begin work on a new branding project accompanied with print collateral, a web site, and social media campaign. Sit down with your clients (or your creative director) and make sub-deadlines. This will not only help you manage the project more easily, but will also bolster creativity, limit stress, and provide an effective way to manage progress.

Learn where you are wasting time and avoid those activities

Get away and do something else

There are a lot of things that waste our time without us even realizing it. Take for instance, email. Consider checking your email only once or twice a day. Inform your clients that you will be checking your email every morning upon arriving at the office. If they need more frequent contact, offer a telephone number or skype account option. Checking your email, as well as minimalizing activity on social media, blog reading, and more, will cut down on wasted time and you will be amazed at the work you can get done.

You might get stuck in a creative jam or simply wear out your body on a project. When this happens, get out and do something active. Run, bike, play tennis, or even just get outside, go to the theatre, etc. Anything that will help you get your mind off of the project will make you a much more effective designer when you decide to start up on the project again. (Granted, this is a little more easy for freelance designers, but some agencies or firms will let you take a break in the middle of the day just to help keep the creative juices flowing.

Find the right time for the right activity

Find your own creative ways to save time and be more efficient

Try out different routines. If you design better in the morning and research better in the afternoon, try that for a while. If you work better early in the morning, wake up earlier. If your best ideas come to you late at night, try the opposite. Whatever time of day your brain prefers, figure out what it is and give it a try. You might find your work going faster and turning out better.

There are plenty of other ways to save small amounts of time that really add up. Learn to type faster, get a wacom tablet, upgrade your computer, organize your files, learn computer keystrokes, and more.

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8

Print and Finish

by Gavin Ambrose & Paul Harries From Print and Finish

for me to know the knowledge behind different material and techniques are really important because from my prvious background, I only have some knowledge since i was studing product design. by knowing those different techniques, i have more freedom to excecute my final product and give them a more enhanced look.

substrate Substrates come in many different weights, colours and texcures and can have a dramatic impact on the end result of the job, adding texture or some other quality. This section looks at the advantages and restrictions certain stocks offer.

finishing Various processes can be used to provide the final touches to a print job, including die cutting, embossing, foil blocking and varnishing, which can transform an ordinary looking piece into something much more special.

REFLECTIVE JOURNAL

by Lisa Wei Fang Hung

binding Different binding methods such as Canadian, french folding, case and perfect, give a designer a range of different functionalities and visual qualities, which can add a special touch to a publication.

printing Different techniques for applying ink on to a substrate, such as offset lithography, screen printing, gravure and letterpress, can be used to create effects, which derive from the characteristics of the process themselves.

production The physical production processes can be harnessed by the designer to produce creative results, perhaps by manipulating channels and plates or changing the order in which the process colours print so that you control your work.

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A Guide to Print Finishes http://designinstruct.com/print-design/print-finishes/

Different binding methods such as Canadian, french folding, case and perfect, give a designer a range of different functionalities and visual qualities, which can add a special touch to a publication.

Varnishes Varnish is often associated with wood. However, what you may not know is that varnishes are also used on paper.

Paper varnishes are applied to paper stock to give the page a smooth and consistent texture as well as having the added benefit of sealing the printed material to help preserve it better.

High-quality books and magazines usually have a paper varnish applied to their pages.

Varnishes can be glossy, or matte, typically, varnishes are applied to the entire printing surface when a page needs to be robust but without adding too much weight to the paper stock, making it suitable for magazine pages, magazine covers, and brochures.

Lamination Lamination adds a layer of protective coating (usually some type of plastic), often glossy or matte, to the printed surface while also improving its sturdiness and water resistance.

Lamination also has the added benefits of improving the tactile feel of the of the printed surface, lending it a smooth finish.

If a high gloss laminate is applied to the printed surface, photos and images appear to have more contrast and have better sharpness, Matte laminated prints are more subdued but add a very luxurious and elegant finish to the printed surface Lamination is not unlike varnishes. However, whether lamination or varnishes are to be used in a project is

wholly dependent on your needs and your desired outcome.

Typically, lamination is used if sturdiness is required such as for business cards and soft covered books. Also, in my experience, lamination tends to be one of the more expensive print finishes.

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Spot UV Varnish Spot UV varnishes are paper varnishes applied to the printing surface and is cured or hardened by UV light during the printing process. This results in a glossy coating on the surface of your print UV varnishes are usually used as a spot application where only specific parts of the page get a UV varnish.

This effectively gives texture and focal interest to different areas of the printing surface while leaving other areas untreated.

Foil Stamping Foil stamping is the use of a malleable metallic material applied to the print surface by using heat and pressure.

Foil stamping adds reflective properties to various elements of your design and can serve to add a bit of luxury to your project.

Typically, it is used on text and the logo on the page or when certain elements call for it.

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Embossing Generally, embossing refers to raising parts of the page for emphasis and texture.

This print finish adds physical depth to the embossed elements and thus, shadows and highlights are also produced in the design.

Embossing also adds a tactile dimension to your design.

Images and text are literally felt.

Often, embossing can be combined with other printing techniques such as foil stamping to enhance the effects of both techniques.

Letterpress Letterpress printing is one of the oldest printing techniques available. Some printers may call letterpress printing by the term debossing.

A letterpress is used to depress or indent certain portions of the page. It can be seen as the opposite of embossing.

Traditionally, the letterpress technique was used only for applying ink on a page as a form of relief printing and usually only for text. But it has evolved to also include pressing logos and other design elements directly into the paper substrate.

Conclusion There are a lot more finishes that your printer may offer such as die cutting, folding, and laser cutting.The possibilities are limitless especially if you find the right printer to help you finish your project.

However, be forewarned that print finishes (especially the really good ones) aren’t exactly cheap and so having a budget in mind is always helpful when deciding what

to use on a certain project.Indeed, print finishes are great for giving your designs that extra push to go from good to great.

A good print finish can sometimes make or break a good design. The challenge, therefore, is finding the right applications and the perfect balance of their use. And really, that’s where print finishing becomes an art in and of itself.

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9

Grid System How to Use the Grid System in Graphic Design http://www.smashingmagazine.com/2009/07/17/lessons-fromswiss-style-graphic-design/

The grid system in graphic design is a way of organizing content on a page, using any combination of margins, guides, rows and columns. It is commonly seen in newspaper and magazine layout with columns of text and images. One grid, or a collection of grids, may be used across an entire project to achieve a consistent look and feel. In a finished product, the grid is invisible, but following it helps in creating successful print and web layouts.

A grid system is a rigid framework that is supposed to help graphic designers in the meaningful, logical and consistent organization of information on a page. Rudimentary versions of grid systems existed since the medieval times, but a group of graphic designers, mostly inspired in ideas from typographical literature started building a more rigid and coherent system for page layout. The core of these ideas were first presented in the book Grid Systems in Graphic Design by Josef M端llerBrockmann which helped to spread the knowledge about the grids thorough the world.

Nowadays grid systems are an established tool that is often used by print and web designers to create wellstructured, balanced designs.

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More than grids, structed information When we learn from the Swiss Style literature, it’s very easy to embrace the grid system as a purely visual framework. However, upon a further examination we can see that grids are more than just the art of placing elements; there’s a subtle layer of semantic organization of data which, despite not being inherent to the use of the grid, is a big part of the Swiss Style’s essence.

These posters have a very well-defined structure. It definitely feels like tabular data and tabular data is one such case that the disposition of the information extrapolates the realm of graphic layout and starts hinting on the meaning of data and how various chunks of data relate to each other.

A page layout grid (shown in white lines) composed of a series of intersecting vertical and horizontal grid lines.

The text (content) is not part of the grid. The text content is applied to a particular page using the grid “flush left” along the bottom sides and right-hand sides of grid lines. The same grid may be applied to multiple pages using different types of content or different styles of the same content type.

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10

Case Studies How to analyze a design case study Research into the professionals and learn from them

Analyzing design cases has always been my weakness, one bad habit of mine is that I am always drawn to attractive graphics but ignore the story and message behind the visual works. The importance of graphic design should not only be appealing to the audience but also convey the message.

Thus, in my reflective journal, I need to practise how to comprehend the modern design works as well as to learn the story behind every work, reflect on it and learn.

Besides basic aesthetics, creative thinking and problem solving techniques are what the modern day designer needs to adapt and possess.

The vast market needs graphic professionals to intervene and help their customers to spread their unique message and get people’s attention. This is the reason why graphic design becomes meaningful and gradually valued by people. For me, I am able to use case studies to acquire knowledge from other professionals and learn to be a professional.

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by Lisa Wei Fang Hung

The following are some key points that I have developed to evaluate modern design works: Firstly, describe the design.

Identify the key issue and problems Describe how the design responds to the issue Lastly, my opinion of the design

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Case studies #1 Branding, Graphic Design

Mohawk Paper company Designed by Pentagram

A family business founded in 1931, Mohawk is North America’s largest privately owned manufacturer of fine papers and envelopes. The paper business has changed enormously in recent years, with revolutions in digital technology transforming the ways people use paper. To meet this challenge, Mohawk is leveraging connections in the digital, design and photo spaces to develop new web-based offerings. This week the company launches a dynamic new identity system designed by Pentagram’s Michael Bierut and his team that helps reinvent Mohawk for the digital world.

by the papermaking process and the printmaking process, both of which involve paper moving around cylinders. The forms of the logo suggest paper rolls, printing presses and circuit boards, as well as the idea of connection and communication, the core functions of paper.

“Whether it’s for a small book of family photos or a brochure for a giant corporation, it’s all about communication,” says Bierut. Applied to advertising, swatchbooks, brochures and ream wraps, the logo is a building block in a flexible branding system that includes more than a dozen color variations and countless patterns based on the mark.

The new mark is based on the letter M. The logo serves as a monogram for the name Mohawk, but is also inspired

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As a big paper company, it is crucial to evolve their business with time. The rebranding of Mohawk Paper Company needs a transition to cater for the need of the new generation of customers. They need a more contemporary and refreshing identity to communicate with their target audience.

The pentagram helped Mohawk to develop a visual system which is really consistent and also vibrant at the same time with different patterns as their visual language. With the simple pattern which represent paper rolls, printing press and circuit boards, as well as the idea of connection and communication, the design truly stands out.

The Logo was used wisely and applied across a range of media, which shows a successful project and made the company unique among their competitors.

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Case studies # 2 Branding, Graphic Design

MOFO Festival Designed by Harley Jackman Melbourne, Australia https://www.behance.net/gallery/16449141/MOFO-Festival

The Museum of Old and New Art: Festival Of Music and Art, often further shortened to simply MOFO, is an annual festival based in Hobart, Tasmania curated by Brian Ritchie, bass player from the rock band Violent Femmes.

It is billed as Tasmania’s largest contemporary music festival and showcases the work of artists in a broad range of art forms, including sound, noise, dance, theatre, visual art, performance and new media.

The design is about “ The Museum of Old and New Art: Festival of music and art, often shortened to simply be called MOFO. It is a festival celebrating a wide spectrum of activities such as the area of art and music.

The designer used a simple approach enabling the design to easily expand across multiple purposes. By using different strokes as the design elements, the design indicates different subjects such as dance, theatre or visual art, etc. The letter “M” is formed by putting the strokes together.

It is always important to start with something simple and easy but which serves the purpose of clearly conveying the message. We sometimes tend to be too ambitious and try to achieve too much so that we get lost in our own work and lose the focus. A simple but strong identity can sometimes communicate the right message and work incredibly well.

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Case studies #3 Art Direction, Graphic Design

Red Room Clara FernĂĄndez Buenos Aires, Argentina https://www.behance.net/gallery/11917527/Red-Room

The Red Room is the largest housing event in London. It focuses on the provision of social and affordable housing and the development of sustainable communities.

With three basic colours red, yellow, and blue, the design forms a vibrant and attractive identity. Using contemporary geometric shapes of houses, the theme can easily be understood and recognized by the audience. What’s more, the variety of design collaterals really serve the communication purpose and make people want to attend the event.

What I can learn from this case study is that although it incorporates different combinations of designs and different layouts on the posters, postcards, flyers, etc. they are cohesive and refreshing.

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11 Book binding designs

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Inspirations Get ideas from other peoples work

binding poster

layout namecard leaflet

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Poster designs

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Layout designs

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Namecards designs

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Leaflet designs

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Conclusions What I have learned this year What branding is Why I want to be a graphic designer How I can use graphic design to change the world

Finally, the year has gone by, and I have arrive at the last module.

It has been a fruitful year, it has been all about learning how to manage a whole project throgh the design process, as well as delivering them at the end.

Using autonomous learning is a brand new experience due to where I come from. In Taiwan, my university spends a lot of time running projects without letting us do research and study the design theory.

During the MA learning journey, I have learned how to gather information and organize it. By doing the background research and gathering inspiration, I know that design isn’t something that appears out of nowhere.

In my point of view, I see a designer as a doctor, we listen to what the client says and try to identitfy the problem behind their issue and prescribe a visual approach to communicate and solve the problem.

I know that this is not the end but another beginning. I hope in the future, I can use the things that I have learned and make a difference in the world.

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Credits 16

Why is graphic design important http://themmachine.com/why-graphic-design-is-important/

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Why is graphic design important http://www.1stwebdesigner.com/design/steps-designers-complete-project/

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“ What is a brand ? ” Brand Identity Essentials From designing brand identity /Alina Wheeler and http://justcreative.com/2010/04/06/branding-identity-logo-design-explained/

31 Branding and Identity case studies 1 Büro https://www.behance.net/gallery/Buero-System/14532271 32 Branding and Identity case studies 2 the pressery https://www.behance.net/gallery/17686927/The-Pressery 37 Time Management

From How to be a designer without losing your soul http://www.graphicdesignblender.com/time-management-tips-for-designers 41

Print and Finish From Print and Finish

42 A Guide to Print Finishes http://designinstruct.com/print-design/print-finishes/ 45 Grid System http://www.smashingmagazine.com/2009/07/17/lessons-from-swiss-style-graphic-design/ 48

Case studies #1 Mohawk paper company Designed by Pentagram

50 Case studies #2 MOFO Festival https://www.behance.net/gallery/16449141/MOFO-Festival 52 Case studies #3 Red Room https://www.behance.net/gallery/11917527/Red-Room

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MA BRANDING AND IDENTITY