30.08.2022 - 13.09.2022 (Week 1 - Week 3)Chung Jia Xuan / 0346630
Brand Corporate Identity / Bachelor of Design in Creative Media
Task 1 / Breaking Brand
LECTURES
Week 1
In our first lecture, we were introduced to the Module Information Booklet which is important thorughout the semester. We will be learning the basic of identity design and the effective use of symbols in the area of communicating through visual. Ms Li Lian also went through the projects we will be working on briefly and showed us the timeline of the tasks. Then, we were told to introduce ourselves and choose a brand that we like and explain briefly about why do we like it. I’ve chosen Nestle as it is a big brand that can be seen everywhere. The price of their products are also very reasonable to the target market yet the product quality is high.
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| Figure 1.1 Nestle - the brand I've chosen |
Week 2
Brand identity is a collection of all elements that a company creates to portray the right image to its customer. Branding able to takes ownership over particular term, word or sentence, as well as story. Brand is an amalgamation of many different parts, and all this parts constituted together to make the brand. Branding can also be achieved through many different ways:
1. Purpose, values and promise
2. What the brand does, who's the target, and the benefits of our brand
3. Name, tone, voice, visual identity, colors, typography, etc
4. Advertising and communication
5. Product design
6. Sponsoring and partnerships
7. In-store experience
8. Workspace experience and management style
9. Customer service
10. Pricing strategy
RESEARCH / PROCESS
The first task is to deconstruct a brand we chose in a group of three. My groupmates are Kenisha and Sky. I suggested the brand Nestle and they all agreed to dissecting this well-known brand.
In a sunny afternoon when all of us does't have class, we had a meeting at my place to discuss about the task and started to work on it. The module information booklet has all the outlines and frameworks to help us do the research so we just started to find the informations based on it.
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Figure 1.2 Outline of Task 1
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Figure 1.3 Full group research in PDF, Week 2 (01.09.2022)
For the final submission, we have to create slides to present the important informations we've gotten in the Google Docs. I've searched for the themes for the presentation slides and I've gone through the Nestle official website for some ideas.
I had visit the page where Nestle talks about their brand history and immediately got attracted by their old factory named Anglo-Swiss Condensed Milk Company back which is the foundation for Nestle back in 1866. I decided to go with this theme as the presentation design.
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Figure 1.4 Theme ideas for presentation slides,
source: https://www.nestle.com/aboutus/history/nestle-company-history |
SUBMISSION
Figure 1.5 Full group research in PDF, Week 2 (01.09.2022)
Final Slides Presentation - Breaking Brand: NESTLE
Figure 1.6 Final slide submission, Week 3 (12.09.2022)
FEEDBACK
Week 1
We were told to update our feedback and blog every week.
Week 2
We should start thinking of the 3 occupations that we want to do on project 2. Research document and Slides have to be done by next week.
Week 3
Ms Li Lian told us the submission of slide presentation is by individuals as we originally submitted it by group.The final submissions should be in docs and PDF file. We should already started doing the 2 logos per day analysis.
REFLECTION
Experiences
As the first part of this project is a group project, we started to find our group members and inform Ms Li Lian who is our group members. I've never met any of the classmates as I was taking online class for the past semesters due to the pandemic. I was shy to make new friends at first but I felt a lot better after our first class. Another 2 weeks of class was fun, I enjoyed doing group research with my group members and completing the presentation slides.
Observation
I realized there were actually key differences in each terms for Brand, Brand Identity and Branding. I also get to know that brand is an amalgamation of many different parts and all the parts constituted together to make a brand. Branding can also be achieved through many different ways.
Findings
I found out that a good branding is not just how people remember your logo. Some brands can even keep their logo design updated but still not missing their brand identity. It is crucial to redesign and refine the logo carefully as it relates to the brand purpose, brand values and brand promises.
FURTHER READINGS
The Vignelli Canon by Massimo Vignelli
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| Figure 1.6 Book cover of The Vignelli Canon |
Discipline - A set of self-imposed rules, parameters which we operate
Besides that, every details of a design process is equally important as the end result is the sum of all the details involved in the creative process. Without discipline there is no good design regardless of its style. Discipline is also an attitude providing the capacity of controlling the creative work so that it has continuity of ointent throughout rather than fragmentation
Appropriateness - The search for the specific of any given problemAppropriateness directs us to the right kind of media, right kind of materials, right kind of scale, right kind of expression, color and texture.
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Figure 1.7 Given example of appropriateness,
source: The Vignelli Canon
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Ambiguity
The author has a positive interpretation of ambiguity, he interpreted ambiguity as the possibility of being read indifferent ways and each complimenting another to enrich the subject and give more depth. Even though ambiguity has positive impact in design, great caution is recommended as if ambiguity is not well measured, it will be converted to a sign of discontinuity and lack of control.
Visual Power
Clear concepts expressed in beautiful form and colour, where every element expresses the content in the most forceful way can create a good design.
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Figure 1.8 Given example of Visual power,
source: The Vignelli Canon |
A collection of experiences
The process of sifting and selecting extends to everything around us - colors, textures, materials involving every detail, thickness, width, and height. After being processed, analysed, evaluated and finally, they filled in our memory according our canon but not in an arbitrary way. Freedom of choice can only happen with knowledge and that is an ongoing process that requires structure and determination, not happenstance.
The author concluded this book with his own thoughts - "As much as I love things in flux, I love them within a frame or reference - a consistent reassurance that at least and at last I am the one responsible for every detail. " As I've struggled with the restrictions and rules of design, this book hit me hard by giving me another way of thinking of the restrictions as the responsibilities for design.
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