Renee Chung 101103298 Swinburne University of Technology Faculty of Health, Arts and Design School of Design Published and Printed in Melbourne, Australia All rights reserved No part of this publication may be reproduced or transmitted in any form or by means, electronic or mechanical, including photography, recording or any other information storage and retrieval system, without prior permission in writing from Swinburne University of Technology. Declaration of Originality Unless specifically referenced in the bibliography, the mark and all other material in this book is the original creation of the author. Copyright Agreement I agree for Swinburne University to use my project in this book for non-commercial purposes including: promoting the activities of the university or students: internal educational or administrative purposes: entry into appropriate awards, competitions and other related noncommercial activities to show my work in lectures and as an example for future students online and face to face and in lectures. In some situations, this may involve repurposing the work to meet the requirement of Swinburne’s use. I agree to grant to Swinburne a worldwide, nonexclusive, irrevocable and free-of-fee license to use this project produced in DCO20001 in any way for non-commercial purposes.
Signed
2
Date 24th May 2017
Part 1: Research Definitions Brandmarks Positioning Maps Case Studies
Part 2: Development Mission Moodboards Brand Identity Design Rationale Concept Development Final Logo Comparision
Part 3: Application Stationery Vehicles Clothing Signage Homepage Guideliness References 3
4
RESEARCH
5
6
Branding The development and maintenance of a brand
Brand A company, or product, or something else presented in ways that create an image
Identity The characteristics by which a brand is known
Image The market’s opinion about a brand
All definitions from Mollerup, P. (2013). Marks of excellence, the history and taxonomy of Trademarks. 1st ed. London: Phaidon Press.
7
BRANDMARK
A graphic mark that represents a brand
8
LOGOTPYE
A brandmark consisting of letters
FIGUREMARK
A brandmarks consisting of one or more figures
COMBINED MARK
A brandmark consisting of letters and figures
TRADEMARK
A legally registered brandmark
9
These positioning maps place current place branding identities on a graph as a comparision between how different identities are more relevent to certain labels.
10
11
CASE STUDIES
12
The beginning of a new era of suburban living for Australia. Everything at Woodlea is designed to support better living, from the diversity of the homes to the use of the landscape to the spirit of the neighbourhoods. Woodlea is a fully integrated master planned communitiy, designed to provide wonderful homes as well as
opportunities including education, retail, commercial and community services. This exceptional community will be a dynamic addition to Melbourne. This is a created suburb passed Caroline Springs whose branding uses typography and a sense of unified style for public places and objects quite well.
13
Sanctuary Lakes Resort is located in the Point Cook area of Melbourne, approximately 20 km from the CBD. The development is located on the site of the former Cheetham Salt Works where a large scale industrial production of salt supplied Melbourne and Victoria for nearly 100 years. The facility was closed in the late 1980s by the Cheetham Company, leaving the site significantly altered from its natural state and making redevelopment options limited. As a result, the development of Sanctuary Lakes had to address a number of environmental and engineering challenges. The water management regimes of the salt works caused them to become an important habitat for a wide variety of birds, including rare migratory birds. As part of the development agreement for Sanctuary Lakes Resort, 405ha of wetlands was gifted to the State Government as a nature sanctuary called Cheetham Wetlands which is managed by Parks Victoria. This has ensured its long term protection.
14
Owner/Operator Pete Gould and Jess Gould have over 40 years combined experience in running camps. Their team at Waratah Beach Camp pride themselves in offering: Delicious food, exciting programs, outstanding service and modern facilities
Our purpose built site offers en suited bedrooms, spacious recreation rooms and huge dining halls all under one roof line. Saltwater swimming pool and Beach Volleyball court onsite.
Only 15 minutes drive to Wilson’s Promontory National Park, and across the dunes from one of Victoria’s most beautiful and pristine beaches, Waratah Beach Camp has the facilities and staff to make your next camp truly memorable.
15
16
DEVELOPMEN
17
BRANDING GOALS AND MISSION The purpose of branding this camp is to unify the activity centre and surrounding park and create a sense of place. It should also express the values and identity of the camp. The branding will link the various activity areas such as the obstacle course, volleyball court, canoeing on the river, abseiling tower and the high ropes and associate them with the branding of the camp’s main centre.
18
Adding a brandmark and branding should energise, revitalise and add value to the adventure activities. By branding the various locations there should be a wider sense of community and reflect the adventure and friendship spirit of the camp.
BRANDING LOOK
BRAND EMOTIONS AND ASSOCIATIONS
19
BRAND IDENTITY 20
Outdoor
Challenges
Out in nature and in the elements. Generally doesn’t apply to man made enclosed structures.
A goal that you set yourself or a group to overcome or strive towards in order to achieve a purpose.
Resorucefulness
Adventure
Being able to use what you have to perform other actions and progress towards a goal.
An experience that is exciting, enlightening or challenging.
Community
Natural
A group of people with common interests of goals, similer psychographics and in some cases demographics.
Untouched by humankind. Raw and unprocessed material.
Friendship
Energy
A bond of trust, love and support between people.
Strength and vitality for mental or physical tasks to create enthusiasm.
environment and outdoor setting they need to stand out from a distance. This will be achieved through simplistic strokes which will be needed for ease of application as well. It will also need to reflect nature and energy to inspire the camp participants and visitors to the camp site.
BRAND ACTION
A logo will be developed in order to unify and mark the various activity points and camp buildings. The logo will reflect the resourcefulness outdoor and adventure spirit of Camp Wilda as it’s primarily a scout camp. Tactile surfaces and equiptment are to be branded and in the
21
CONCEPT DEVELOPMENT WILDA CAMP 22
Concept development sketches
23
Concept development sketches
24
Concept development sketches
25
Final Colour Refinement
26
27
28
COMPETITOR COMPARISION
29
30
31
APPLICATIONS
BUSINESS CARDS
MUGS
ENVELOPES 32
IDENTIFICATION TAGS
CD ROMS
LETTERS
WILDA CAMP COMPANY VAN
33
STAFF UNIFORM
WILDA CAMP CAP
WILDA CAMP PARTICIPANT SHIRT OPTION 1
WILDA CAMP PARTICIPANT SHIRT OPTION 2 34
WILDA CAMP VARIOUS OUTDOOR AND ACTIVITY SIGNAGE
35
WILDA CAMP WEBSITE HOMEPAGE
36
37
ACCEPTABLE
NOT ACCEPTABLE
WILDA CAMP
38
#58813a
#432666
#4c3e25
#e66025
#354427
A B C D E F G H I J K L MN OPQRSTUVWXYZ A B C D E F G H I J K L MN OPQRSTUVWXYZ A B C D E F G H I J K L MN OPQRSTUVWXYZ Typeface: Gitan Latin (regular)
LOGO TREATMENT 55mm
COLOUR PALETTE TYPEFACE
40mm Minimum space is half a business card.
No maximum size as long as aspect ratio and spacing is kept faithful to original
AND GUIDELINES 39
BRANDMARKS
CASE STUDIES
Scouts Logo. (2017). Retrieved from https://en.wikipedia.org/wiki/Fleur-de-lis_in_ Scouting#/media/File:World_Scout_Emblem_inverse.svg Toyota Logo. (2017). Retrieved from http://wallpapercave.com/toyota-logowallpaper Olympic Rings. (2017). Retrieved from https://colorlib.com/wp/all-olympiclogos-1924-2016/ NASA Logo. (2017). Retrieved from http://www.logodesignlove.com/nasa-logo Disney Logo. (2017). Retrieved from http://diylogodesigns.com/blog/disney-logo/ Instagram lettermark. (2017). Retrieved from http://www.underconsideration.com/ brandnew/archives/hand_beats_filter_in_new_instagram_wordmark.php Penguin Logo. (2017). Retrieved from http://penguinrandomhouse.ca/books WWF Logo. (2017). Retrieved from http://www.logodesignlove.com/worldwildlife-fund Andriod Logo. (2017). Retrieved from https://www.cnet.com/android-update/ Doritos Logo. (2017). Retrieved from https://99designs.com.au/blog/tips/types-oflogos/ Corsair Logo. (2017). Retrieved from http://www.corsair.com/en-ww Kathmandu Logo. (2017). Retrieved from http://www.underconsideration.com/ brandnew/archives/infinite_mountain.php Nickelodeon Logo. (2017). Retrieved from http://www.vimn.com/press/ nickelodeon/content/nickelodeon-uk-ireland-appoints-james-newton-as-vpprogramming Playboy Logo. (2017). Retrieved from https://trademarks.justia.com/865/06/ playboy-86506030.html Apple Logo. (2017). Retrieved from http://diylogodesigns.com/blog/apple-logo/
Woodlea Community Centre. (2017). Retrieved from https://www. theurbandeveloper.com/wp-content/uploads/150618-Woodlea_620x380.jpg Woodlea Logo. (2017). Retrieved from http://www.hotel-r.net/im/hotel/gb/ woodlea-20.jpg Screenshot woodlea.com.au. (2017). Retrieved from waratahbeachcamp.com.au Sanctuary Lakes Banner. (2017). Retrieved from http://www.sanctuarylakesresort. com.au/templates/templateskeleton/images/New_banner.jpg Sanctuary Lakes Club Logo and Photography. (2017). Retrieved from http://www. dealsextra.com.au/directory-images/23e318e9aaf58b35cb94492c5379d7f1.jpg Sanctuary Lakes Signage. (2017). http://cdn.newsapi.com.au/image/ v1/12cec8527268646f4173209ce63ee6ed?width=1024 Waratah Beach Camp Map. (2017). Retrieved from http://waratahbeachcamp.com. au/wp-content/uploads/2014/09/WBC_Where-We-Are-Map_no-border.jpg Beach Camp Staff. (2017) Retrieved from http://waratahbeachcamp.com.au/wpcontent/uploads/2014/09/IMG_5748-1500x1000.jpg Woodlea. (2017). Woodlea. 22 March 2017, from http://woodlea.com.au/ History. (2017). Sanctuary Lakes Club.5th April 2017, from https://www. sanctuarylakesclub.com.au/club/history Home. (2017). Waratah Beach Camp. 5th April 2017, from http:// waratahbeachcamp.com.au/
POSITIONING MAPS
APPLICATIONS
I Amsterdam Sign. (2017). Retrieved from http://www.hotelben.nl/must_see.html London Underground Sign. (2017). Retrieved from http://www.solarworlds.co.uk/ photo/photos/20080403_LondonUndergroundSign_700x467med.jpg Melbourne City Branding. (2017). Retrieved from https://landor.com/thinking/ rebranding-the-city-of-melbourne Hollywood Sign. (2017). Retrieved from http://www.history.com/news/category/ hollywood Mornington Peninsula Logo. (2017). Retrieved from http://www.mornpen.vic.gov. au/Home Banyule Logo. (2017). Retrieved from http://www.nfl.org.au/index.php/ I Heart NY. (2017). Retrieved from https://clipartfest.com/categories/view/ Welcome to Las Vegas. (2017). Retrieved from http://smokinstevesblog.com/ reviews/hh-barbeque-las-vegas-nv/ Ireland Country Logo. (2017). Retrieved from https://chattilandia.wordpress. com/2012/05/13/ireland-country-brand-logo/ Phillip Island logo. (2017). Retrieved from https://www.visitphillipisland.com/ category/services/functions/business-events/
Branding and Identity Mock Up Vol 4 [image PSD files]. Retrieved from http:// graphicburger.com/branding-identity-mock-up-vol-4 ID Card PSD Mock Up [image PSD files]. Retrieved from http://graphicburger.com/id-card-psd-mockup Mug PSD Mock Up 3 [image PSD files]. Retrieved from http://graphicburger.com/ mug-psd-mockup-3 Van Mockup [image PSD files]. Retrieved from http://ww.gemgfx.com/gemgfxthree-in-one-branding-mockup Retail Mock Up [image PSD files]. Retrieved from http://ww.gemgfx.com/gemgfxretail-mockup-free-download TShirt Mock Up PSD [image PSD files]. Retrieved from http://www.graphicsfuel. com/dload/?dlink=2017/04/TShirt-Mockup-PSD Golf Court Garden Hording Mockup [image PSD files]. Retrieved from http://www. mockupblast.com/downloads/golf-court-garden-hording-mockup Day Square Outdoor Sign [image PSD files]. Retrieved from https://creativemarket. com/casota.bogdan/895689-Outdoor-Signs-Mockups?u=casota.bogdan Free Lamp Post Banner Mockup [image PSD files]. Retrieved from http:// freedesignresources.net/free-lamp-post-banner-mockup 3 Elegant Macbook Pro Mockups [image PSD files]. Retrieved from http:// graphicburger.com/3-elegant-macbook-pro-mockupsW
COMPETITOR LOGOS Phillip Island logo. (2017). Retrieved from https://www.visitphillipisland.com/ category/services/functions/business-events/ Beach Camp Logo. (2017). Retrieved from http://waratahbeachcamp.com.au/wpcontent/themes/waratah/img/others/logo.png Phillip Island Adventure Resort. (2017). Retrieved from http://piar.cyc.org.au/wpcontent/uploads/sites/8/2014/12/piar_logo.png Don Bosco Logo. (2017). Retrieved from https://www.salesians.org.au/images/ rocketlauncher/work/DBCamp-Logo.png Doxa Camp Logo. (2017). Retrieved from http://doxa.org.au/wp-content/uploads/ doxa-logo-330.png Camp Marysville Logo. (2017). Retrieved from http://www.campmarysville.org.au/ wp-content/uploads/2014/01/Logo-transpa.png Camp Jungai Logo. (2017). Retrieved from http://www.campjungai.org.au/wpcontent/uploads/2014/01/logo-gap.png Allambee Camp Logo. (2017). Retrieved from http://www.allambeecamp.com.au/ Cave Hill Creek Logo. (2017). Retrieved from http://www.cavehillcreek.com.au/ uploads/4/9/9/4/49941959/1438921158.png
PHOTOGRAPHY All photography was taken by the author (Including backgrounds) except where otherwise referenced in the above list. Renee Chung Š 2017.WW
40
41