Corporate Identity Project

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.