Brand Corporate Identity : Task 3

1 November 2024

1/11/24 - 22/11/23 / Week 7 - Week 9

Lin Chenyi / 0367008

Branding Corporate Identity / Bachelor of Creative Media Design (Honours)

INSTRUCTIONS

EXERCISE 1

Brand  Positioning & Identity

I built most of the data for my brand, sorted out keywords, and started my actual slides.

Brand Identity Slideshow

In Week 06, I looked at multiple references on Pinterest to find inspiration behind my brand application. For my collateral and surroundings, I looked more towards existing restaurant/café related designs to get a deeper understanding of how other designers have done it in the past.

Fig 1.1 Visual Reference Capture

Visual Reference for Collateral:

Collect inspiring visuals of business cards, envelopes, and invoices to align with the visual identity of the brand.

Once I had most of the data for my brand established, I started to build my actual slideshow. 

I started my application with business cards, envelopes, letterheads, and invoices. I designed some collateral long ago, but these were similar, but I didn't have much guidance at the time, so I didn't know how to start. I think if I design it this time, I will do it better.

Business Cards and Envelopes

I should add basic contact information such as email and phone number. I should distinguish them in the color of the business card. I changed the color of the text to make the information on it more visible.

Fig 1.2 Business Card Progress #1

Fig 1.3 Envelopes Progress #1

I added more information about the Mellow brand to the revised business cards and envelopes, and I tried to put in the physical pictures, and the overall look is pretty good.

Fig 1.4 Business Cards 

Fig 1.5 Envelopes 

Letterhead and Invoices

Include making sure all brand materials (invoices, letterheads, posters, business cards) use the same font to form a unified look. Verify that the font size, weight, and style are appropriate for all materials.

Align the logo design and positioning on the letterhead with other brand elements for consistency. All logo appearances should be unified.

Fig 1.4 Invoices Progress #1

Based on the feedback I unified the fonts and changed some layouts.

Fig 1.5 Letterhead Progress #1

When designing the web interface, the lady suggested that I reduce the size of the text in the driver bar so that it would look more integrated.

Fig 1.6 Revised web interface

The changed design PDF：

FINAL SUBMISSION

Feel free to view my Google Drive folder to see my submissions. 

Brand Profiling Slides：

Fig 2.1 Brand Profiling Slides, PDF

Applications

Fig 2.2 Applications, PDF

Final Integrated Application (Corporate Stationery) (Collection) (Digital Presence) (Environmental Graphics)

FEEDBACK

WEEK 6 28 OCTOBER 2024

FEEDBACK

Black and white, inverted and coloured logos all require a separate badge without text. Add another logo with a slogan and add different brand fonts.

NEXT PLAN OF ACTION

Logo animation (GIF)

Continue to submit the logo

Complete blogger content

WEEK 7 04 NOVEMBER 2024

FEEDBACK

The brand story and inspiration I described are a bit repetitive and need to be corrected. In the vision part, we need to focus on the production process, the production process of each product, the selection of coffee beans, etc., and how to do it.

If it is correct from a business perspective, but for designers, brand value is not something designers are good at.

Come up with a few keywords to describe what I want to do, which will be the main body of my brand projection. The key to reflecting the personality of the logo, such as how I arrange the layout, the colours used, and what principles I insist on showing it to the world.

Expand the understanding of the audience target. Divided into four segments. Demographics, psychology, geography, and behaviour.

Need visual references for business cards, envelopes, and invoices.

NEXT PLAN OF ACTION

Find visual references

Make collateral such as business cards, envelopes, invoices, etc.

WEEK 8 11 NOVEMBER 2024 (INDEPENDENT LEARNING WEEK)

FEEDBACK

Independent Learning Week

NEXT PLAN OF ACTION

Design Applications

WEEK 9 18 NOVEMBER 2024

FEEDBACK

Add some information to the business card, such as email, contact information, etc.

All design parts should be in the same font. (Invoices, letterheads, posters, and text on business cards), make sure my font is correct.

The logo in the letterhead needs to be consistent with the others.

In the Website section, the font of the navigation needs to be reduced.

NEXT PLAN OF ACTION

Modify the above content. Complete submission.

Start Task 4.

REFLECTION

Experience

This learning journey was full of challenges and I went through many attempts. Although the process was difficult, I deeply appreciate the guidance of the lady. His rich experience and patience inspired me to persevere even when the difficulties were great.

Observation

At some stages, I need to actively participate in learning. Instead of blindly, this made me miss the opportunity to understand in depth. Through reflection, I understand that learning requires more than just completing tasks, but also requires focus and active thinking.

Discovery

I gradually realized that the attitude of learning is the key to success. It is not only the teacher's teaching method that affects the learning results, but also my own efforts and mentality. Learning is an active exploration, not a passive acceptance. If I can manage my time better and face each challenge with a more positive attitude, I can gain more in the process.

FURTHER READING

When I designed the website, I referred to the interface of Blue Bottle Coffee. I used a white background as the main tone to avoid visual interference, highlight the product itself, and let the user's attention be completely focused on coffee and related content. Use a simple layout design to reduce information overload, so that users can easily browse products, guides or understand brand stories.

The content tells the origin of coffee beans, roasting process and flavor characteristics, allowing consumers to feel the brand's professionalism and focus on quality. Use high-quality product pictures to display coffee beans, equipment and drinks to convey a high-end feeling. Highlight every step of coffee from planting to brewing, so that consumers can feel the brand's attention to craftsmanship and details.

I found that Blue Bottle Coffee's website is not only an online sales platform, but also an extension of brand culture. Through minimalist design, professional knowledge sharing and high-quality visual presentation, the website conveys the brand's commitment to focusing on boutique coffee while enhancing user experience.

For my design inspiration: Focus on the content that the brand wants to highlight (such as product quality and professionalism). Improve the efficiency of information transmission and user exploration interest through simple and intuitive design.

Fig 3.1 Visual reference for the Blue Bottle Coffee interface