Corporate Identity Prayag Shah PG SEM 3
corporate identity Create a new visual identity for a company and make appropriate collaterals for it • Clearly understand the company’s core, background, vision, mission and try to potray it through
the visual identity • Try and relate it to the target audience and the product or service.
Course Duration: 2 weeks
DESIGN PROCESS
define
Research
ideate
prototype
select
deliver
DEFINE
BRIEF
client brief Design a visual identity for an upcoming mall in city, basically to deal with Clients external communications, Attract consumers and investors, Establish itself in the market.
name Riverside Plaza
location On the outskirts of city on the highway road connecting two important cities (kutak and bhubneshwar).
usage The identity will be used on all external communicetions including stationary, collaterals, website, advertisements etc.
DEFINE
AIM
aim • To provide a visual identity that reflects the potential of Riverside Plaza. • To create an identity that resonates with the target audience and potential investors. • To show Riverside as welcoming and adaptable.
RESEARCH
COMPANY
Riverside plaza Riverside Plaza is like a young, dynamic and enterprising individual. One who is not afraid to take up challenges and venture into unchartered territory. And with Riverside Plaza being the first of its kind in Bhubaneshwar, it seeks to show off that truly captures the entrepreneurial spirit and becomes a symbol of Optimism, Hon esty and Adaptability. The Mall wants to set new benchmarks while climbing to new heights through a simple mantra. A mantra which demands that every project is exceptionally well planned out, shows off architectural excellence, respects the environment and is equipped with the latest amenities. Riverside Plaza is an new concept by a newly formed group of NRI who want to give back to their native. The company wishes to blend the modern and the tradional. They believe in bringing change and redefining lifestyle.
RESEARCH
COMPANY
vision statement Redefining the shopping experience by weaving an world class ambience, styled by international architecture designs in midst of nature creating an refreshing experience in the shopping, leisure, hospitality and exhibition arena pan India (Bhubneshawar).
Mission statement The Mission of Universal is to provide a memorable and comfortable shopping experience through the highest level of customer satisfaction and bringing international shopping standard to a developing city without appearing psuedo.
core values • Provide an Experience they cant get anywhere else • Cater to as vast audience as possible • Respecting the environment • Redefine Lifestyle
RESEARCH
RIVERSIDE PLAZA
nomenclature analysis The name Riverside Plaza was pre given. Client wanted to spell out Hey ! I am that next door mall you can visit. Nothin that is way to extravagent and looks out of the league. Simple and Direct that clearly says what it means. Global and generic. The name adds value to the local pride by telling it is besides your river. Urban experience in the midst of nature. Plaza is added to extend it something more than just a retail shopping. Redifining the shopping experience.
RESEARCH
RIVERSIDE PLAZA
location • Near a river side more connecting to the nature - Giving a balance between modern and tradional - To slow down the fast life - Making shopping an experience • On the outskirts of city on the road connecting two important cities (kutak and bhubneshwar) • Bhubaneswar has become one of the leading business centres in the country with over one lakh migrants. The custom and traditions are changing in the course of time and mixed culture is being been seen in the city. • The planned city has witnessed development in every sector right from small scale industries to pharmacy, IT and education, which is bringing a great change in people’s attitude and behaviours. With the change of mind set, people’s buying habits are also changing. • Culturally bhuabneshwar is a heritage and moern city with full of temples, budhhist tupas and modern temple.
RESEARCH
RIVERSIDE PLAZA
offerings • Holistic lifestyle • Natural environment away from city • World class leisure experience • Adaptability (Change lives in changing times) • Right brand mix and a wide range of services-( Shopping, Dining, Movies,Entertainment ) • Hypermarket, Departmental, bookstore, electronics and toy stores • Kids play zone, Spa, Multiplex, Roof top food court • Parking accommodate over 1200 cars. • Ideal location and accessible (Lies between the highway connecting 2 cities (bhubneshwar and kutack)
RESEARCH
RIVERSIDE PLAZA
competitors Existing malls: • Big Bazaar Store - Maruti Mall • Vishal Mega Mart • Reliance fresh • Pantaloons Metro Bazaar • Pal heights • Spencer’s Other retail showrooms.
RESEARCH
target audience
Buyers buying products and services: • Local People who are changing with times • People who are tired of city. • Affluent and Brand Conscious people. • Lot of tourists coming to bhubaneshwar for its temples • Fast moving and corporate people ( Major age group 20-35) • Students, Bachelors, groups, • People working in the near by industries. Buyers buying space: • Foreign and multinational brands. • Domestic brands which has a potential to match the international standards. • Traditional and Regional spaciality stores.
define
problem statement
Create a identity for a mall using the name Riverside Plaza. This would then need to be prepared with discription to clearly identify the mall and would require a idea at its core in order to help the mall be accepted by the people of bhubaneshwar.
define
objective
Design a visual identity for an upcoming mall in city, that resonates with the company and helps it to deal with Clients external communications, Attract consumers and investors, Establish itself in the market. • More Consumer, Less Corporate • Helps in establishing • Welcomes People • Shows experiene in most memorable environment offering world class possiblities. • Flexibilty to convey the message across wide spectrum of services. • A symbol that marks the mall
ideate
mind mapping
ideate
mind mapping
ideate
key words
Diversity, continious, worldwide, Accepted, Adaptive, Welcoming, inviting all, all-embracing, Creating a landmark, recognition, mark, all-over, impression, engrosing, Refreshing, trance, blissful, heavenly, peaceful, Experience, captivating, Flow, Continuity, Never Ending, progress, making its own way, rhythm, waves, vibrance, horizon, Away from the hustle bustle of city, direction, common, comprehensive, cosmopolitan, customary, general, generic, Global, multinational, mix of brands,total, subiquitous, unlimited, Natural Environment, flow, beautiful hues, energetic, colorful, engaging, usual, whole, Versatile, widespread, worldly, world class, accomplished, Leisure, blissful, heavenly, all, collective, complete, comprehensive, conclusive, done, entire, exhaustive, final, finished, full, intact, integral, mixture, huge, Spacious, solid, sum, thorough, through, total, unabridged, uncut, undivided, unified, unsevered, whole, Local Pride, culture, temples.
ideate
mood boards
riverside
cultural and regional
shopping
ideate
mood boards
diversity
experience
welcoming
ideate
initial sketches
ideate
initial sketches
ideate
explorations
select
final form advanced
select
visual referncing and inspiration
select
abstraction of form
select
color placement
select
color palette
select
color palette
select
typography
Riverside Riverside Rive rs id e
Ri ver side
Riverside
• Strongly Legible • Distinct yet easily recallable • Welcoming and friendly (Rounded corners and end point) • Flow that does not break • Supporting to the symbol developed
Riverside
Riverside Riverside
Riverside
Riverside Riverside
Select
variations
FINAL IDENTITY
rational Variation in size to show the potential diversity the mall is goin to provide. The symbol would act as a recognition point for the mall. Making an impression in peoples mind and heart. It is easily recognizable for any age group.
An representation of wave in the typography to suggest its riverside. It adds that moment of click.
Recognizing a start and end point is difficult which says the shopping experience at the mall is going to be never ending.
Universally Welcoming Mark (Easy Recognition Point) Blooming (upcoming) Global Never Ending Diversity (mix of brands/age group) Cross culture
I am not in the city, so I am not congested. I am spacious. I am surrounded with mix of brands and genres which integrate to from the whole of mall.
Typography: Bariol-Regular
Riverside Plaza 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmopqrstuvwxyz
Color:
Single
Greyscale
Principal
grid
form
implementation
prototypes
implementation
prototypes
implementation
prototypes
implementation
stationery
84 X 52 mm
business card
implementation
stationery 25 mm
107 mm
210 X 297 mm
Letter head
implementation
stationery
Riverside Plaza
Kharavela Nagar, Near O.P Jakat Bhubaneshwar 122002, Orissa
24 August 2012 Mr. Levis Brijers 24-A Conventry Street, Red Brick building, London-410021 Subject: Final Order Placement for the month of September Dear Mr. Brikers, This letter is with reference to our meeting that took place last week when we visited you factory for purchasing of school dresses for our school children.We are glad to inform you that we would like to order 120 dresses: 50 from them in small size, 30 in medium, 40 in large. We will appreciate if the order can be delivered to our address the latest by 12 May 2010. Please, note that 100 % of the payment will be made upon the delivery. If the order is not delivered by the date mentioned in this letter, please consider it cancelled. The price of the order is 10 USD for the dress as it was agreed during our meeting. Please, review this letter and in case you have any objections, recommendations, suggestions please contact me. We hope for long term cooperation with you. Sincerely, Louisa Blender (Director)
implementation
stationery
Riverside Plaza a
Kharavela Nagar, Near O.P Jakatt Bhubaneshwar 122002, Orissa a
front
inside
back
225 X 320 mm
folder
implementation
collective
thank you.