Creative Brand Strategy - Project 2

29/04/20 - 27/05/20 (Week 3 - 7)
Azmina Fathima Haris (0337113)
Creative Brand Strategy
Project 2

INSTRUCTIONS 

Project 2A

After compiling our images for the moodboard and ideation sketches for our logo and visuals, we presented our final compilation. Below are my slides - 

Project 2B

For the creative brief, I added on to my findings and work from project 1B and created a frame of reference matrix for the event competitors, the brand personality archetype and also a sample target audience profile. Below are my slides - 

FEEDBACK

Week 5

For my moodboard progress, Ms. Low told me to identify what the cultural icons I will be including are and the images I collected for my symbolic images should be reflected there. As for my logo ideation, Ms. Low commented that the logotype looked okay but it still had to legible and read as "offbeat". She also suggested some ways I could achieve the effect as in my references for the logotype, i.e extending the horizontal bar, maybe shortening the stem, etc. 

Week 6

Ms. Low commented that my big idea/differentiator goes in line with my brand values and it was also good that I included a target audience profile and elaborated on the brand archetype and brand positioning. Overall, she said it was a very complete creative brief. 

Week 7
Ms. Low felt that my moodboard for illustrations was still rather broad at this point and commented that they all looked rather different. I was told to see how I can refine it to suit my visuals better. She approved of my idea of including social media stickers/gifs but said that I should our time constraints in mind and work accordingly. As for the other applications they were all said to be okay so far.

FURTHER READING

Logo Design Guide: Visual Identity Design

Studio Function, Medium

This article looked into the elements of visual identity design and what makes a good visual identity for a brand. A good identity design considers the requirements of logo application to various collateral pieces and provides a plan for consistency. "Logos are designed to be used. The relationship between the logo and supporting elements is the real design deliverable. The client doesn’t need a great logo — the client needs a great logo that is brought to life by a beautiful system, one that helps communicate more dynamic and targetable brand messages through the thoughtful combination of visual elements". For a strong identity, art direction is proposed through typography, type pairing, colour and image treatment.

Typography 

The selection of type is the soul of every visual identity and acts as a vessel for mood and emotion. The type system should identify the font style and size that will be used to present the various pieces of written information. Identities that more articulately describe the use of fonts will benefit from greater consistency across various collateral applications. 

Type Pairing 

Blending two or more typefaces can create a more interesting and dynamic experience and also help the designer satisfy the brief. If the brief calls for "established and approachable", the result could perhaps be achieved with a combination of a professional-feeling serif wordmark with a friendlier, humanist sans serif body typeface.

Colour 

A meaningful colour palette is something that can elevate any visual identity system. Colour is a core element of visual communication and it is important that it is use intentionally and correctly. Primary, secondary and supporting colour families should be selected with the audience's visual vocabulary and expectations in mind. Designers should also consider the competitive landscape to ensure the identity design is positioned correctly in the group. The identity should define various colour versions of  the logo, if needed and other special applications of  colour that need to be considered, like the digital palette (links, call to action buttons and web typography) as well as specific applications like the colour of the uniform or packaging material. 

Graphic elements

Art direction can be further enhanced with the incorporation of graphic elements such as photography, illustration and pattern through the specific, consistent use of design principles. A consistent approach to photography creates an additional channel through which audience recognise and associate with the brand. Colour treatments and other filters/effects can create a style of photography that is memorable and help further establish art direction. 

Illustration is also a great way to capture abstract ideas in a visual form that is informative while adding additional character to the brand voice. However, there has to be a consistent approach visual execution, tonality and subject matter to maximise their effectiveness. 

Patterns, similar to illustrations can quickly become an iconic element that the audience recognises and gravitates towards. It can be a successful way to communicate an additional layer of brand character. Well executed patterns also provide the brand with more versatility that can be applied to specific environments that cannot be achieved with other graphic elements.