The brand book of my MA project

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The branding and identity design case for MA 2014

by Lisa Wei Fang Hung

MA BRANDING AND IDENTITY

project

The Brand Book

LINK

student welcome organization

Design Guidelines



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NO.1 The first stage

the strategy

The strategy that supports design is more important than the itself.

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Identify my project The design brief

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

Master Project

by Lisa Wei Fang Hung


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Start from the Name What is it about

LINK

\ noun \

synonym : connection A connection between two people, things or ideas

The tag line

It is all about making connections

I want to name my organization “Link“, for it represent the idea of linking and connecting. For international students, living far away from home and away from familiar environment. Studying abroad is not easy and at times could lead to the feeling of uncertainty which could result in depression, like homesickness, as they have to adapt to a different way of life. BUT Looking at the bright side, the mission for students is to learn and have experience of life to prepare them for a brighter future.

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Mission Statement The link is a welcoming organization which provides help and advice for international students during their time at university. The Link is also an active space for you to join workshops and events with students from all over the world.

Objectives We believe that students have the power and potential to shape a better world. That’s why we offer such a broad range of opportunities to get involved, by supporting overseas students to overcome the potential stress of culture shock and different events associated with the issue of different culture and where they can be inspired, connected to shape a better world through each other. It’s all about making global connections, and putting you into the position of absorbing from others and reflecting upon yourself. There are no barriers, and everybody are just part of the crowd, come and join, and share with one another. We operate alongside universities which provide support for international students and provide activities for both overseas students and home students to join.

Master Project

by Lisa Wei Fang Hung


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Vision

Mission

Our vision is to introduce the idea of being a global citizen and share the experience with each other by being supportive and sharing.

Our mission is to form a welcoming global village, for every student to engage and be inspired.

Target Audience

Primarily, BA/MA international students who study in UK.

Secondarily, UK home students who can learn more about the people from other country and make new friends who comes from different country.

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Brand Values

Connected Connect students from different background

Welcoming All students are welcomed

Vibrant Together we form a vibrant group

Engaging Be attractive and pleasing in a way that holds your attention

Master Project

by Lisa Wei Fang Hung


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Brand Personality The Link is supportive, involved, genuine, innovative The brand personality describes the tone and manner of the Link that we want to communicate, in both the things we say and also in the interactions we have with our key audiences.

Supportive We are committed to support student and let them feel they are at home

Involved We are inclusive and open to students who need help

Genuine We are sincere, trustworthy and reliable

Innovative We are making efforts to build a creative environment for students to participate in

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Master Project

Studying abroad by yourself

Make friends via Link

True experience and Authenticity

Without your friends and family, it’s time to explore yourself

You experience social connections and happiness

You experience and learn

by Lisa Wei Fang Hung


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Service provided How to get involved

Home Country

On their arrival

How do students know LINK in the first place

Later on when they start their course

Webpage

How to get involved

Social networking

Cafe hub

Events

Workshops

Campaigns

Consultancy

Volunteering project system We hope that each year, the students who are going to graduate can be the major roles to meet new students and actively helping them. After the next year, the new students become older and they become another help to the next year. With the helping system, students learn how to share and become more responsible through the helping project.

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Service provided How to get involved

LINK Hub

Workshops

It’s the place where magic happens.

Different intrestings for you to join

We provide an environment for our workshops, conferences and events, but itself is also a coffee shop which has exclusive student discount. It’s a great place to come and sit back, whether you want to study or meet new friends, it is the perfect place for you to explore.

We invite students as speaker of the workshops. By knowing other countries through the talks, you get insights from outside the books and the Internet, which make you more perceptive and feel inspired by the world.

Consultancy We provide consultancy for international students when they need psychological support and get familiar with the environment when they arrived.

Master Project

by Lisa Wei Fang Hung

Events & Campaigns We organise a welcome week campaign to attract students when they arrive and encourage having fun together in the first place.Ther are also other events according to university timeframe


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S. W. O. T. Analysis

Strenths we provide a caring friendly environment for international students when they are new to the area and university

Weakness Avoid the organization becoming boring and dull, also make sure it is student led.

Opportunities Students come here without family or firends. It is an opportunity for students in the global scenario to boost their self- confidence and become more confident.

Threats How to attract students, make sure the content of the organization is appealing.

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Master Project

by Lisa Wei Fang Hung


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NO.2 The second stage

Final identity and the Logo guideline A brand stands for the face of a company or organization Brandbook content reference form http://admin.taiwan.net.tw/upload/public/20110420/ b1ac0aef-8136-49fc-9f30-baba14693c08.pdf http://www.winkreative.com/portfolio/taiwan/

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Master Project

by Lisa Wei Fang Hung


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Final desision identity The reason for choosing this design After designing the six concept, I started to running focus groups asking peoples opinion about which design they prefer. It is important to ask opinions from my target audience because they are the main people I will communicte with through graphic design. With various advice and opinions form university teachers and some of international students, I have decided to go for the second concept because it has got the most vote and the way it express energy and the ideas of shapes join together appeals to people.

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Logotype and sign-off The visual language for Link is modern and active, innovative and differentiated from competitive brands. This language must be present in all facets of the brand and its world. The brand identity is designed to make a strong statement about the organization. The logotype and devices that identify Link to the world. They are the core elements of the brand identity. The design guidelines contain information on all of the basic design elements of the brand identity,and rules for their application and implementation.

Master Project

by Lisa Wei Fang Hung


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Logotype and sign-off

Logotype and sign-off Black and white

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Logotype and sign-off measurements

Logotype and sign-off measurements

The relationship between the logotype and signoff is demonstrated by the use of the scaleable measure of ‘x’. Using this relative measurement the scale of all elements remains consistent at all scales of application.

Logotype measurements

Master Project

by Lisa Wei Fang Hung


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Logotype and sign-off measurements

Exclusion zone for logotype

The logotype is displayed to best effect when positioned in clear space orthe ‘exclusion zone’. This is important to protect the brand integrity and ensure maximum impact.

Exclusion zone for logotype and signoff

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Minimum size 10 mm

The minimum size of the logotype and sign-offfor print purposes is 10mm in height and 5mm whenusing only the logotype.Usage smaller than advisedwill compromise brand legibility and integrity.

5 mm

Logotype rules

Do not rotate

To ensure consistency and legibility the corporate identity should not be modified in any way.

Do not reflect Do not stretch horizontally Do not stretch vertically Do not skew

Master Project

by Lisa Wei Fang Hung


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Do not rotate

Do not reflect

Do not stretch horizontally

Do not stretch vertically

Do not skew

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Logotype rules To ensure consistency and legibility the corporate identity should not be modified in any way.

Master Project

by Lisa Wei Fang Hung

Do not rearrange elements


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Colour Palette An extended colour palette to express the vibrancy, buzz and delight of the brand and its relationships. This colour world is designed to be more reflective of the diversity, energy and modernity of the organization.

Primary

CMYK 74 0 10 0

CMYK 49 0 11 0

CMYK 0 22 100 0

RGB 0 180 228

RGB 108 209 239

RGB 255 199 0

Secondary

BK 100 CMYK 0 0 0 100

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Typefaces – English

To assist the customised logotype Benton Gothic has been selected as the primary typeface for both English and international use. For advertsing and editorial purposes a combination of primary and secondary typefaces have been selected to ensure clarity of communication and an ‘on brand’ tone of voice throughout all connections.

Master Project

by Lisa Wei Fang Hung


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LOGO MULTICOLORE Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@£%&(,.:’?)

Tag-line Aller Regular

Bold

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@£%&(,.:’?)

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@£%&(,.:’?)

Italic

Bold Italic

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@£%&(,.:’?)

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@£%&(,.:’?)

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Brand Values Icon

Connected Connect students from different background

Welcoming All students are welcomed

Vibrant Together we form a vibrant group

Engaging Be attractive and pleasing in a way that holds your attention

Master Project

by Lisa Wei Fang Hung


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Brand Values Icon

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Master Project

by Lisa Wei Fang Hung


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NO.6 The sixth stage

The Design

The final visual elements for my brand identity

Master Project

by Lisa Wei Fang Hung


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The Designs parts Brand LOGO and Visual Elements Signage Design Stationary Design Poster Design and Postcard Design Organization t-shirt and bag Design LINK Hub design Webpage Design

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Brand LOGO and Visual Elements

Master Project

by Lisa Wei Fang Hung


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Brand LOGO and Visual Elements

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Signage Design

Master Project

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Signage and Wall Design

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Signage and Wall Design

Master Project

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Different Segament Signage

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How the inside organization looks like

Master Project

by Lisa Wei Fang Hung


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How the inside organization looks like

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Namecard design

Master Project

by Lisa Wei Fang Hung


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Namecard design

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Stationary Design

Master Project

by Lisa Wei Fang Hung


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Stationary Design

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Postcard Design -- about the brand value and the service you can get in LINK

Master Project

by Lisa Wei Fang Hung


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Master Project

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First stage Poster Designto attract students with the issues which resonate to them Master Project

by Lisa Wei Fang Hung


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Master Project

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First stage Poster DesignThe topics of the posters are the problems which International Student might face. With obvious icon and topics, hope they can quickly relize that there is an organization which can help them.

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Post card Design - By using repetative pattern design to catch the eye of students.

Master Project

by Lisa Wei Fang Hung


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Outdoor Advertisement Design

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Main Poster Design - the poster stick outside the wall, showing the colourful identity and different unique international students.

Master Project

by Lisa Wei Fang Hung


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Main Poster Design - By using colourful geomatric forms overlaping eachother indicates the connection between students.

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Master Project

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Outdoor advertisement Post Design

Master Project

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Organization t-shirt Design

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Organization bag Design

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Organization bag Design

Master Project

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LINK Hub environment Display

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LINK Hub LOGO

Master Project

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LINK Hub Signage Design

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LINK Hub visual design on Signage Design

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LINK Hub visual design on coffee cups

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LINK Hub Wall with inspirational quotes

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Another LINK Hub Wall with colourfil dots

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LINK Hub provide 50 % off voucher, and with another one for your friend by sharing

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Webpage Design

Master Project

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Webpage Design

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Webpage Design Displaying on Mac screen

Master Project

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MA BRANDING AND IDENTITY



by Lisa Wei Fang Hung 2014

MA BRANDING AND IDENTITY


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