Brand Corporate Identity Task 2 / Logo

13.09.2022 - 27.09.2022 (Week 3 - Week 5)

Chung Jia Xuan / 0346630
Brand Corporate Identity / Bachelor of Design in Creative Media
Task 2 / Logo

LECTURES

For task 2, we will have to collect 28 logos, 2 everyday for 2 weeks and identify the logos. We wete to identify and describe the graphic elements or base element used in the logo construction, identify the colour cheme and describe the colour choice. All 28 logos are to be documented using Google Slide. Concurrently, we were also to produce 2 sheets of idea-sketches weekly for the development of our logo. After the final form of logo is developed, we wete to digitize it in black & white version.

We were told to think of these questions before starting to sketch our logo ideas

1. Who are you?

2. What do you do?

3. Why does it matter?

During the classes in these 3 weeks, we consulted Ms Tai for feedbacks on our logo sketches and continue to refine our idea and sketches.

INSTRUCTIONS

RESEARCH / PROCESS

Task 2A 

We were task to collect and Identify 2 logos per day and complete 28 logos analysis. Completing this task, I have seen some good logo designs and some bad design. Below are the 28 logos that I chose to analyse.

1. Adidas

2. Apple

3. Starpreya Coffee

4. Logitech

5. Centrum

6. 3M

7. myBurgerLab

8. Shell

9. WWF

10. Wacom

11. Twitter

12. McDonalds

13. DJI

14. Linkedin 

15. NASA

16. Pringles 

17. Coca-Cola

18. Target

19. Volkswagen

20. Mercedes-Benz

21. Hitachi

22. Nike

23. Premier

24. Chanel

25. Schwarzkopf

26. Panasonic

27. Spotify

28. Dior

Figure 1.1 Task 2A in PDF

Task 2B 

We were also told to answer the below question to know ourselves better so that we could create a logo regarding our interests (we were to think of 3 ideas at first):

1. Your career / business

2. What service(s) / product(s) are you providing?

3. How do you differentiate yourself from others? (uniqueness of career)

4. Who will be interested with your product(s) or service(s)?

5. Name & Rationale

I've arranged my answer based on these questions and saved it as PDF file as shown below:

Figure 1.2 Ideation of brand

My final choice would be to create a Pet Hotel brand since pet food brand and pet cafes are kind of mainstream as there are already a lot of brands regarding these two ideas. Then, we have to create a mind-map to identify the keywords and key visuals regarding our brand in order to have a brief idea of how to design our logo and what elements to include.

Figure 1.3 First mind-map - ideation

Figure 1.4 mind-mapping for logo

After completing the mind map, we will then have to develop the ideas from the mind map and produce two sheets of idea-sketches of our brand logo each week.

Figure 1.5 First sketches

Figure 1.6 Sketches (2)

Initially, I have a wide range of ideas for the brand logos. Ms Tai has given some feedback for me on my sketches and I have narrowed down the more promising ideas and concepts which is to emphasize and bring out the luxurious feeling of the pet hotel logo. I then continue to explore more on the minimalist type of logo but not the complicated one since the minimalist design gives a more luxurious look of the logo. Below are the next two sketches of my logo.

Figure 1.7 Sketches (3)

Figure 1.7 Sketches (3)

As shown above, the ideas of my logo are getting more precise and I have came to making minor adjustments and refining the logo. The sketches(2) are more to a minimalist and cool design of the cats and dogs while sketches(3) has a sense of cuteness in it. I've continue to work on some of the potential sketches that were chosen by Ms Tai and I. Below are the chosen potential logos:

Shortlisted Logo 1 

The outlines of dog and cat surrounded with a house and a crown on top. 

Figure 1.8 Shortlisted logo(1)

Shortlisted Logo 2

The outline of dog and cat icon surrounded by a huge crown icon.

Figure 1.9 Shortlisted logo(2)

Shortlisted Logo 3 

The outlines of dog and cat in a cute way with an abstract icon of a crown.

Figure 2.0 Shortlisted logo(3)

Shortlisted Logo 4

The outline of dog, cat and an abstract house icon in just one line.

Figure 2.1 Shortlisted logo(4)

Shortlisted Logo 5 

The outlines of dog and cat icon surrounded with an abstract house icon on top. 

Figure 2.2 Shortlisted logo(5)

I have now developed a clearer image of how I want the logo outcome to be. I started the final refining stage of shortlisted logo(3) since I liked the logo the most and it has all the elements and meaning I wanted to include in the beginning.

The hardest part was defining the form of the dog and cat. Adjusting the curves slightly will immediately affect the overall outcome. I want to create something where people see the outlines they will straight away know that it is an icon of dog and cat.

I have tried different way of presenting the crown icon. 

Figure 2.3 Digital exploration (1)

Figure 2.4 Digital exploration (2)

The second one has a better outcome as the lines look more matching with the outlines of the dog and cat. Also, the crown looks like a star in some way which adds a sense of uniqueness to the logo.

After deciding the logo, I've now come to the step to create a good typography for my logo. Below are my attempts:

Figure 2.5 Typography (1)

Figure 2.6 Typography (2)

Figure 2.7 Typography attempt (1)

Figure 2.8 Typography attempt (2)

Figure 2.9 Typography attempt (3)

Although attempt (1) and (3) look much neater and cleaner, but I still like attempt (2) better as it creates a sense of dynamic which makes it more distinguishable and visually interesting. Idecided to continue working and refining on attempt (2). 

Then, I use a cartoon crown as referece to add some colours to the crown to make it more eye-catching and to add a sense of exclusivity to the logo.

Figure 3.0 Colour attempt (3)

Crown photo reference: https://lovepik.com/image-832357839/cartoon-vector-honor-yellow-crown-color-red-gemstone-decoration.html

I've darken the colour of purple and red as the they match my logo better. After refining again and again, my brand logo is finally done.

FINAL SUBMISSION

1. 1)  Logo in BW, reverse & colour

   

   Figure 3.1 Logo in B&W 
   

   

   Figure 3.2 Logo in B&W (reversed)

   

   Figure 3.3 Logo in Color

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2. 2)  Logo space rationalization & clearspace

   

   Figure 3.4 Logo space rationalisation

3. 
   



Figure 3.5 Logo clear space

4. 3)  Logo with strapline

   

   Figure 3.6 Logo with strapline

   
   4)  Logo with rationale (brand ideals)

   

   Figure 3.7 Logo with rationale

   A logo for a luxurious pet hotel with a sense of cuteness. The outlines of dog and cat are in a clean design to fulfill the initial idea which is to create a minimalist design.  A crown icon is added to bring out the luxurious feeling. The crown icon also looks like a star in some way adding a sense of uniqueness and playfulness to the logo. Colours are added as an abstract of the jewellery to bring out the exclusiveness to the brand.

   
   

5. 5)  Logo min. size

   3000px. x 3000px.

   
   

6. 6)  Primary & Secondary colours

   

   Figure 3.8 Logo colour palette
   

   
   

   7)  Logo’s or brand’s typeface

7. 

   Figure 3.9 Logo's Typeface - Petfont (Self-designed)
   
   

   
   

   

   Figure 4.0 Logo strapline typeface - Bodoni Book

   
   8)  Patterns derived from Logo

1. 

   Figure 4.1 Patterns derived from Logo(1)

2. 
   

   

   Figure 4.2 Patterns derived from Logo(2)

1. 9)  Logo Animation (Gif)

Figure 4.3 Logo's GIF

Figure 4.4 Submission in PDF

FEEDBACK

Week 1

For my first two sketches, the more minimalist designs are more suitable to match my brand image as minimalist brings out a more luxurious feeling.

Week 2

Progess is good as I have a clear image of what logo I want to design but not only designing the logo blindly. For the final shortlisted logo, try refining and make minor adjustment to the form of the logo to make it better. 

Week 3

-

REFLECTION

Experiences

As the first part of this project is a group project, I've collected the logos from my surroundings. It was fun identifying the logos and get to comment on their design. Task 2B is where I get to know myself better and identify what I really like. It was a great experience exploring the form and elements to create my own brand logo.

Observation

Logos are everywhere. There is good and bad logos by identifying their graphic elements, colour schemes and the type choices. Some logo is very descriptive and some are abstract.

Findings

I have found that quality logos are crucial for any company. Some companies anchor their entire marketing strategy to their logo. A well-designed logo can create a strong brand identity and create a consistent brand image to the target audience thus bringing success to a company.

FURTHER READINGS

1. 5 Ways to Assess the Success of Your Logo

https://blog.marketo.com/2013/07/5-ways-to-assess-the-success-of-your-logo.html

There are two reasons to redo a logo: 

i) The current one no longer reflects the company’s character or target market. (The company has changed but the logo hasn’t)

ii) It just looks dusty and dated.

To distinguish a brand from similar ones, it is worthwhile to design a unique, powerful logo. A good logo should be as distinctive in black and white as in full colour.

2. How to Use Logo Design in Creating Your Brand Image

https://www.manypixels.co/blog/post/why-logo-design-is-important

Brand Identity - how the company wants the consumers to perceive their business

Brand Image - How the consumers actually perceive the business

Essential elements to design a logo: 

i) Colors

Choosing a color to fit a brand identity should be based on three things: color theory, color psychology and the brand’s mission, vision and values.

A study from the University of Loyola showed that color can improve brand recognition by up to 80%.

ii) Typography

A good design of typography can give the brand a sense of exclusivity and uniqueness. Besides, the name of the brand and what it sounds like has an immense impact on the brand image. 

iii) Graphical elements

To choose the graphical elements in a logo, make sure it’s more than just decorative. The graphic elements can make a strong visual impact and build a connection between the brand and their potential clients.

Logo design is the foundation on which the brand is built. The importantance for a brand to have its logo:

i) It helps the brand get notices

ii) It helps the brand stands out from the competition

iii) It creates an emotional connection and brand loyalty

iv) It is the foundation of the brand identity