Brand Corporate Identity

21/09/2025 - 31/12/2025(Week 1  - Week 14 )

ZHOU BOYING / 0369087

Brand Corporate Identity / Bachelor of Design (Honours) in Creative Media / Taylor's University 

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LIST

1. Lectures

2. Instructions

3.Task 1

4. Feedback

5. Reflections

6. Further Reading

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Lectures

Lecture 1: Introduction

Today’s lecture was about Brand Corporate Identity.

• The lecturer emphasized that corporate identity is a very important part of the graphic design discipline, with a strong focus on maintaining the visual integrity of a brand.

• This module will guide us through the basics of identity design, helping us understand how brand images are created and communicated through visual symbols.

• A key concept introduced today was the symbol.

• A symbol can be a mark, sign, or word that represents an idea, object, or relationship.

• My understanding is that a symbol is not just a “graphic element,” but a tool that carries meaning and facilitates communication.

• “A brand is a person’s gut feeling about a product, service, or company.”

• A brand is not what the company says it is, but a social and consumer-constructed perception.

My reflections:

This course is not just about designing logos, but about using visual language to build brand identity. I realize that maintaining visual integrity is key, and I need to learn how to turn abstract brand concepts into clear visual symbols.

Lecture 2: Brand

What is a Brand?

What is Brand Identity?

Brand identity is the collection of all elements a company creates to communicate the right image to its consumers.

It includes two aspects:

• Gut feeling (consumer’s instinctive perception)

• Visual identity (the visual system that represents the brand)

• It is different from brand image and branding.

What is Branding?

Branding is the process of giving meaning to an organization, product, or service.

It is a strategy that helps consumers quickly recognize and choose a brand.

Essentially, it implants and shapes a unique and lasting impression in the consumer’s mind.

Designer’s Role in Branding

• Translate content, strategy, and messaging into visual form

• Conduct research (client’s history, product background, target audience, etc.)

• Develop trademarks, visual symbols, and brand systems

• Benefits of Branding

• Stand out in a saturated market

• Build credibility and trust

• Create customer loyalty and repeat business

• Increase the ability to charge premium prices

• Ensure consistency, saving time and costs

• Make launching new products/services easier

• Provide a clear direction for future development

Fig 1.1 Key elements and strategies for achieving branding

My Reflections

I think the most important point from this lecture is that a brand is a social perception, not something defined unilaterally by a company. This makes me realize that the designer’s role is not only to make things look good, but to manage this social perception through research and visual design. For me, understanding the combination of gut feeling and visual identity is crucial, as it will directly influence my future design projects.

Week 1

In the first week, Ms. Vitya introduced us to the core concept of Brand Corporate Identity and explained its crucial role in brand building and communication. She also outlined our main task for the semester—completing Project 1: Breaking the Brand through group collaboration and individual submissions. In class, we were divided into groups of four and began using the provided analytical framework to deconstruct existing brands. Each member selected a different area of interest—cosmetics, coffee, fashion, and home goods—for preliminary research, and we plan to decide on the final topic next week.

Lecture 3:History of Print

Term: Logo

What is Branding?

• Branding as meaning-making (process of shaping perception)

• Example: Diesel “Be Stupid” Campaign

Brand Identity vs Branding

• Brand Identity = Visual + Verbal expression (logo, typography, colors, tone)

• Branding = Strategic process (advertising, packaging, storytelling)

• Example: MUJI store experience

Types of Branding

• Personal Branding

• Product Branding

• Corporate Branding

• Service Branding

• Cultural Branding

• Luxury Branding

Logos and Their Forms

• Wordmark / Logotype (e.g., Coca-Cola)

• Logomark / Symbol (e.g., Apple)

• Lettermark / Monogram (e.g., McDonald’s “M”)

• Combination Mark / Signature (e.g., Pepsi)

• Emblem (e.g., traditional crests, badges)

Key Takeaway

• A brand is more than a logo or product — it is an identity and perception.

• Designers transform strategy into visual identity to build recognition and loyalty.

Fig. 1.1 Examples of Logo Types (Logotype, Logomark, Combination Mark)

Term: Monogram

A monogram is a motif made by overlapping or combining two or more letters or graphemes to form one symbol. Monograms are often created by using the initials of an individual or a company, and are widely recognized as symbolsor logos.

“The original Greek meaning of the term ‘monogram’ is a ‘single line’, understood as something written or drawn in outline.” (Mollerup, 2001)

Key Point:

• Monograms simplify complex names into a recognizable visual shorthand.

• They are effective because they combine letters + design into one strong identity.

Examples:

• New York Yankees (NY)

• H&M

• Chanel (CC)

• Volkswagen (VW)

• Hewlett-Packard (hp)

• LG

Fig. 1.2 Examples of Monograms in Branding

Term: Heraldry

Heraldry refers to the design, display, and study of armorial bearings (armoury), often linked with ceremony, rank, and lineage. Originating in Europe, it represents symbols, seals, and flags used by royalty, armies, or empires. Although symbolic systems exist globally, European heraldry is distinctive for itsstructured composition of visual elements.

Related terms include: Crest, Coat of Arms, Insignia.

Fig. 1.3 Structure of a Coat of Arms (Key Components Labeled)

Crest / Coat of Arms / Insignia

• Crest: A device representing a family or organization, often above the helmet or shield (e.g., Liverpool FC’s crest).

• Coat of Arms: Heraldic shield representing a person, family, corporation, or country (e.g., Malaysian government coat of arms).

• Insignia: A badge or emblem showing military rank, office, or membership (e.g., Royal Malaysian Police insignia).

Fig. 1.4 Examples of Crest, Coat of Arms, and Insignia in Modern Use

Structure of a Coat of Arms

A Coat of Arms typically includes:

• Motto: Words expressing values.

• Crest: Symbol above the helmet.

• Shield Elements: Symbols, colors, placement.

• Supporters: Figures (animals, humans) flanking the shield.

  
  
  
  Fig. 1.5 Diagram of a Coat of Arms and Variations of Heraldic Symbols

Heraldic Symbols in Modern Branding

Heraldry has influenced modern logos:

• UPS (Parcel Service)

• Porsche (Car Maker)

• Football Associations

• Universities and Schools

• NGOs (e.g., The Salvation Army)

  
  
  
  Fig. 1.6 Modern Logos with Heraldic Influence (Corporate, Sports, Education, NGOs)

Japanese Heraldry — Monshō

Monshō (Japanese emblems) are used to represent families, institutions, or businesses. Similar to European heraldry in function, but different in style. They are often minimalist, geometric, and symbolic of nature, objects, or kanji characters.

Examples include:

• Chrysanthemum (Imperial family)

• Plum blossom

• Geometric patterns (knotted goose, arrows, river symbols)

Fig. 1.7 Examples of Japanese Monshō (Family and Institutional Emblems)

Term: Mark

A mark is an impression on paper, wall, wood, stone, etc. Examples: watermark, printers’ mark, stonemasons’ mark.

Marks signify ownership, identification, and quality; they reflect the skill and responsibility of the creator.

The most familiar modern form is the trademark.

While the term logo is often used by the public, in law the trademark (™ / ®) has legal supremacy.

In the US and some countries, servicemark (℠) is also used to identify services.

Fig. 1.8 Historical Examples of Marks

Trademark Symbols & Legal Protection

• A trademark provides legal protection against theft and infringement.

• Unregistered marks: ™ (trademark) and ℠ (servicemark).

• Registered trademark: ®, legally recognized with national trademark office.

• Trademark ensures brand identity while protecting intellectual property.

  
  
  
  Fig. 1.8 Trademark and Service Mark Symbols

Week 2

In this week’s class, Ms. Vitiyaa explained the difference between brand identity and branding, showing that a brand goes beyond logos or products to include perception and emotional connection. She introduced different forms such as logotype, logomark, monogram, crest, and trademark, using examples like Apple, MUJI, Nike, and McDonald’s. The role of the designer was highlighted as turning strategy into visual identity. For the group task, we discussed four ideas—home goods, scented sachets, coffee, and fashion—and, with Ms. Vitiyaa’s guidance, decided to focus on IKEA as our research brand, since it was considered most suitable for this study.

Lecture 4:Brand Ideals

Introduction

According to Neumeier (2003), “A brand is a person’s gut feeling about a product, service, or company. While companies can’t control this process, they can influence it by communicating the qualities that make this product different from that product.”

This means that branding is not just about logos or visuals—it is about how people emotionally perceive a company based on its values, communication, and actions.

The term ideal refers to the satisfaction of one’s conception of what is perfect or most suitable. In branding, a brand ideal goes beyond selling products or services. It represents a brand’s higher purpose, what it believes in, and how it inspires people through values and storytelling.

Fig 1.9 Nike Campaign 

The Nike campaign with the line “Believe in something. Even if it means sacrificing everything.” expresses the brand’s ideal of courage and perseverance. It encourages people to stay true to their beliefs, even when it is difficult—reflecting Nike’s spirit of empowerment and determination embodied in its “Just Do It” philosophy.

Fig 1.10 Apple | Think Different (1997) Commercial

Apple’s “Think Different” campaign celebrates creativity, individuality, and innovation. By featuring inspiring figures who changed the world, Apple positions itself as a brand for dreamers and innovators. Its ideal focuses on simplicity, quality, and the power of human imagination to make technology meaningful.

A brand ideal refers to the higher purpose of a brand or organisation that goes beyond the products or services they sell. It represents values that shape how a brand connects with people and builds long-term trust. According to the lecture, there are nine key ideals:

• Vision – a clear and inspiring direction led by strong leadership.
• Meaning – the brand expresses clear values and principles.
• Authenticity – built through self-knowledge, market clarity, and consistent actions.
• Differentiation – making the brand unique and easy for customers to recognise.
• Sustainability – maintaining long-term relevance through consistent core ideas.
• Coherence – ensuring every brand experience feels familiar and trustworthy.
• Flexibility – allowing the brand to adapt and grow in future changes.
• Commitment – the full motivation and dedication of everyone involved.
• Value – measurable results that sustain engagement and brand strength.

Overall, Ms. Vitiyaa highlighted that brand ideals guide the creative process responsibly and help organisations connect, inspire, and build stronger relationships with both employees and consumers.

Lecture 5:positioning

Introduction

Brand positioning is the process of establishing how a brand is perceived in the minds of its customers. It defines the unique space a brand occupies and how it differentiates itself from competitors. Once a brand is successfully positioned, it becomes very difficult to reposition it. Positioning is also called a brand strategy or brand positioning statement, and it serves as a long-term direction that shapes all marketing and design decisions. For example, Volvo’s focus on safetypositioned it as the top choice for families, though it also made the brand seem less appealing in terms of style.

Fig 1.11 Volvo’s Positioning

Four Types of Positioning Strategies

According to Willis (2017), there are four main styles of brand positioning:

Arm Wrestling – Competing directly with the market leader in an attempt to outperform them at their own game. This approach demands a large budget and time investment. (Example: Coke vs Pepsi)

Big Fish, Smaller Pond – Targeting a niche segment within a large market that is underserved by dominant players. It helps brands stand out, though market leaders can easily imitate the offer. (Example: Mac vs Mac-centric communities)

Reframe the Market – Redefining an existing market by making previous standards or benefits seem irrelevant or outdated. This works best when a product offers innovation or responds to a change in consumer needs. (Example: Apple, Tesla, Post-pandemic services)

Change the Game – Creating an entirely new market category. These brands become the default leaders but risk being copied if they lack legal protection.

Fig 1.12 Uber and Grab 

Positioning vs Differentiation

Positioning is a strategic process that defines the mental space a brand aims to occupy within a market. It can be subtle and long-term.
Differentiation, on the other hand, is the tangible process of making a product or service stand out through unique features, design, or experience. In simple terms: positioning defines perception; differentiation drives choice.

Key Questions to Define a Brand (Neumeier, 2003)

If you can clearly answer these three questions, you have a brand identity:
– Who are you?
– What do you do?
– Why does it matter?

Seven Steps to Clarify Your Brand Positioning (Bueno, 2019)

1. Determine how your brand is currently positioned.

2. Identify your direct competitors.

3. Understand how each competitor positions their brand.

4. Compare and find your unique strengths.

5. Develop a distinct, value-based positioning idea.

6. Craft a clear brand positioning statement.

7. Test the effectiveness of your statement with real audiences.

Four Core Elements of a Positioning Statement

1. Target Customer – Who your brand appeals to.

2. Market Definition – Which category your brand competes in.

3. Brand Promise – The most compelling emotional or rational benefit you offer.

4. Reason to Believe – Evidence showing that your brand can deliver on its promise.

A strong positioning statement can later be condensed into a tagline that communicates the brand’s essence to the public.

Case Study: Amazon

Amazon positions itself as “the online retailer that provides customers with extraordinary convenience, low prices, and a wide selection.” Its tagline, “From A to Z,” reinforces this promise of completeness and ease.

Fig 1.13 Amazon's tagline 

Conclusion

Effective brand positioning begins from within the organisation. Every team member who interacts with customers must reflect the brand’s values and purpose consistently. Clear positioning not only differentiates a brand in the market but also builds lasting trust, recognition, and emotional connection with its audience.

Week 3

This week in our Brand Corporate Identity class, our group presented IKEA for Task 1: Breaking a Brand. Ms. Vitiyaa said our ideas were clear but reminded us that our logo timeline was incomplete, as several early versions between 1943 and 1967 were missing. She asked us to update it using official sources and explain why each change happened, not just what it looked like. She also suggested linking IKEA’s tone of voice to its brand values like simplicity and functionality, and keeping our slides visually consistent with IKEA’s clean, minimalist style. From her feedback, I realized that brand analysis is not only about collecting facts but also interpreting how design reflects a brand’s growth and personality.

Week 4

In Week 4, Ms. Vitiyaa explained in detail the requirements for Task 2 – Logo Research & Development. She began by reviewing our previous logo presentations and reminded us that our analysis should not only describe what we see, but also explain why each logo is effective in communicating brand identity. She stressed the importance of studying logo structure, proportion, colour relationships and typography in depth so that we can understand the logic behind visual decisions.

During the class, Ms. Vitiyaa also demonstrated examples from famous brands to show how a logo can reflect a company’s personality through simplicity and consistency. She encouraged us to be curious about everyday logos around us and to observe how different industries use forms and colours to express emotion.

Finally, she introduced the next phase of the project — developing our own brand idea. We were asked to decide what kind of brand we want to create (a studio, fashion label, or service business), and to begin building a mind map and moodboard to capture our brand’s tone and voice before moving to sketches.

Week 5

Through completing Task A: Research & Analysis, I developed a deeper understanding of how logos function as visual representations of brand identity. Collecting and analyzing 28 different logos enhanced my ability to identify the relationship between form, color, and typography, and how these elements communicate a brand’s tone and personality.

Week 6

During Task B: Logo Ideation and Sketching, I learned how to transform research insights into creative directions. By developing idea sketches and exploring multiple visual possibilities, I was able to identify key elements that best represent my brand concept. This process helped build a strong foundation for digital refinement in later stages.

Week 7

This week, Ms. Vitiyaa reviewed my cat café logo design in detail.She helped me go through all the versions and selected three logo options for me to further refine and explore.She encouraged me to continue developing them in Illustrator, focusing on balance, simplicity, and alignment with the brand’s soothing concept.Overall, her feedback was very helpful in clarifying the direction for my final logo.

Week 8

In Week 8, Miss Vitiyaa guided us to think deeper about how a brand’s identity should connect with its space, audience, and emotion. She encouraged us to reflect on what feelings we want customers to experience through our brand—whether comfort, trust, or inspiration—and reminded us that a good logo must reflect our own personality and the brand’s story. We also discussed how to extend visual identity into real applications such as packaging, ambience, and typography. During the session, she emphasized preparing our Task 2B submissions, including logo versions, colour exploration, brand keywords, and mood boards. She also reviewed previous students’ works to show printing and layout issues, reminding us to focus on quality, balance, and clarity in presentation. This class helped me realize that branding is not only about visuals but about creating an emotional and consistent experience that truly represents who we are as designers.

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Instructions

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Task 1 / Breaking Brand

Objective

Choose an existing, preferably large regional or international brand, and deconstruct it using the provided framework.
Your final submission will be individual, but your research and analysis may be done in groups.

A) BRAND PROFILE

1. Description

• 1.1 Summary Description – What is the brand about?
• 1.2 Target Market/Audience – Who is the brand talking to?
• 1.3 The Offer – What does the brand offer (products/services)?
• 1.4 Specific Benefits – What benefits does the brand provide?

2. Brand Value

• 2.1 Retailer's Perspective – How retailers perceive the brand’s value
• 2.2 Customer's Perspective – How customers perceive the brand’s value

3. Brand Positioning

• 3.1 Why This Brand & Not the Competition?
• 3.2 Positioning Toward Target Market – How it appeals to its audience
• 3.3 Competitors – Who else is in the space?

4. Unique Selling Proposition (USP)

• What makes this brand stand out from others?

B) EXPANDED BRAND PROFILE

1. Description

• 1.1 Founder
• 1.2 Location
• 1.3 Logo / Logo Evolution

2. Benefits

• Revisit the brand’s key benefits (emotional, functional, symbolic)

3. Target Market / Audience

Use market segmentation to break down the audience:
(Ref: Market Segmentation Guide)

• 3.1 Geographic Segmentation – Where are the customers?
• 3.2 Demographic Segmentation – Age, gender, income, etc.
• 3.3 Psychographic Segmentation – Lifestyle, interests, values
• 3.4 Behavioural Segmentation – Buying habits, usage, brand loyalty

4. Competitive Differentiation

• What sets the brand apart from similar competitors?

5. Pricing

• What pricing strategy does the brand use? (e.g., premium, competitive)

6. Distribution

• Where and how is the brand/product distributed?

7. Brand Positioning Statement

• A concise internal statement summarizing the brand’s unique value

8. Brand Voice

• The tone and personality the brand uses in communication

9. Brand Communication Strategy

• Channels and methods used to reach and engage their audience

Tips for Submission

• Use visuals (e.g., logos, campaigns, charts) where relevant
• Ensure clarity, structure, and individual insight
• Cite your sources and references properly
• Align with your group’s research, but make your submission your own

 Submission:

Group Task: Complete the research in Google Docs.
Individual Task: Submit the work using Google Slides and remember to convert it into PDF.

This week in class, Ms. VITIYAA divided us into groups of 4–5 members. After forming our group, we discussed which brand we wanted to analyze by answering the framework questions outlined in the MIB.

My group members are:

• Ngo Zhe Xuan

• Lin Lexuan

• Zhou Bo Ying

• Li Ze Xing

After the group discussion, the four of us came up with four ideas: home goods, scented sachets, coffee, and fashion. We decided that each member would select a major regional or international brand based on their chosen idea and deconstruct it using the provided framework.

 

Fig. 2.1 Group Discussion Framework and Brand Selection Process (Week 1)(27/09/2025)

In Week 2, after discussing with Ms. Vitiyaa, we were advised to choose Brand 1: IKEA for our research. She considered IKEA to be more suitable for this study.

Fig. 2.2 Group Discussion Outcome: Selection of IKEA as Research Brand (Week 2)(02/10/2025)

Final Submission of Task 1: Breaking Brand

Fig. 2.3 Ikea Presentation (Week 3)(07/10/2025)

Task 2A - Logo Analysis 

In this Task, we are required to collect 28 logos and document them with analysis based on their:

• The type of logo
• Abstract and visual description 
• Graphic elements used in the logo construction
• Colour scheme
• Type choice

Fig. 2.4 Final submission of Task 2A - Logo Analysis, Week 4 (15/10/25)

Task 2B - Logo Design

In Task 2B, we are required to design a logo based on our brand. The submission as below:

1) Logo in BW, reverse & colour

2) Logo space rationalization & clearspace

3) Logo with strapline

4) Logo with rationale (brand ideals)

5) Logo minimum size

6) Brand primary & secondary colours

7) Logo/brand typeface(s)

8) Patterns derived from logo

9) Logo animation (GIF)

Ideation Stage — Three Occupation Concepts

During class, Miss Vitiyaa asked us to brainstorm three occupation-based brand ideas that could later be developed into our logo design. I explored three potential concepts:

Juice Bar 

• Sells freshly made fruit juices that promote a healthy lifestyle.
• Uses recyclable cups and emphasizes eco-friendly concepts.
• Target Audience: health-conscious youth and working adults.

Crystal Bracelet Studio 

• Customizes bracelets based on birth date or personal needs.
• Focuses on healing energy, luck, and emotional balance.
• Target Audience: people who love crystals, astrology, or spiritual wellness.

Cat Café 

• A cozy café that offers coffee, desserts, and calm companionship with cats.
• Creates a relaxing, healing experience for visitors.
• Target Audience: cat lovers, students, and families.

Fig 2.5 Ideation Stage — Three Occupation Concepts

After presenting my ideas, Miss Vitiyaa mentioned that the “Cat Café” concept could be very interesting to develop further, as it combines emotional wellbeing and playful branding potential. Therefore, I decided to continue exploring this idea for my final logo design in Task 2B.

To better define my brand direction, I created a mind map to connect all key elements of my cat café concept.The mind map helps me visualize how the café’s objectives, audience, services, colours, and design tone work together as one consistent brand system.For my brand, I plan to design a cat café that reflects a balance between minimal design aesthetics and the soothing charm of cats, combining relaxation, warmth, and playful visual identity.Through this process, I can ensure that every design decision — from logo shape to colour palette — truly represents the relaxing and heartwarming experience of the cat café.

Fig 2.6 Cat Café Brand Mind Map

Logo sketch development  

During the sketching process, I struggled a lot with choosing a suitable logo name. At first, I tried “Calm Café,” but I felt that the logo design looked too complicated and didn’t really match my theme. Later, I came up with a more playful and charming name — “Meow Café.” I think this name fits the brand better because it naturally connects with cats and gives a sense of warmth, comfort, and friendliness, which aligns with the relaxing atmosphere I want to create.

Fig 2.7 Logo Sketches  Week 5 (29/10/2025)

Fig 2.8 Logo Sketches  Week 5 (29/10/2025)

Logo Digitization

With Miss Vitiyaa’s guidance, she helped me select three logo sketches that best reflected my concept. After reviewing them carefully, I finally chose Logo 1 as my final design. I think this logo captures the essence of Meow Café perfectly — it combines the imagery of a cat and a coffee cup in a simple yet expressive way. The rounded shapes and soft lines make it feel warm and friendly, while the minimalist style keeps it clean and modern, which suits the cozy and relaxing atmosphere of my café brand.

Fig. 2.9 Logo sketch exploration and selection for Meow Café (options 1–3 highlighted).

I started the digital construction process in Illustrator. At first, I faced several issues — the shapes were not smooth, and the proportions were uneven. I kept adjusting by combining circles, ellipses, and rectangles with the Shape Builder tool. Then I aligned all the elements to the grid to refine the symmetry and balance of the logo.

Fig. 2.10 Digital Construction Process 1

Fig. 2.11 Digital Construction Process 2

Fig. 2.12 Digital Construction Process 3

Fig. 2.13 Digital Construction Process 4

Fig. 2.14 Final digitalized Meow Café logo aligned on grid system. Week 6 (03/11/2025)

This is the finalized digital version of the Meow Café logo. After completing the geometric construction and alignment, the logo achieved a balanced and cohesive appearance that fits the brand’s warm and playful identity.

Choice of color 

During the color selection process, I felt very conflicted. I wanted the logo to remain calm and balanced, yet still bright and eye-catching. I experimented with several color combinations and gathered feedback from my family, friends, and lecturer. After considering all opinions, I finally chose the soft blue cup with a pink bow. This palette feels warm, cheerful, and easily recognizable, perfectly matching Meow Café’s cozy and friendly atmosphere.

Fig. 2.15 The choice of color schemes Week 6 (03/11/2025)

Fig. 2.16 Color exploration and final palette selection for Meow Café logo. Week 6 (03/11/2025)

Pattern Designs

For the pattern design, I extracted key visual elements from the logo — including the bow, coffee cup, cat figure, and “Meow Café” wordmark — and explored different repetition patterns. My goal was to create playful yet cohesive visuals that could be applied across various brand materials such as packaging, walls, and merchandise.

I experimented with different arrangements, densities, and alignments to find the right rhythm. In the end, I decided to keep three main repeating patterns — the bow pattern, the coffee cup–cat pattern, and the “Meow Café” text pattern — to enrich the brand identity while maintaining consistency and recognizability.

Fig. 2.17 Illustrator-generated base pattern derived from Meow Café logo. Week 6 (03/11/2025)

Fig. 2.18 Bow pattern variation derived from Meow Café logo. Week 6 (03/11/2025)

Fig. 2.19 Coffee cup & cat pattern variation derived from Meow Café logo. Week 6 (03/11/2025)

Fig. 2.20 “Meow Café” wordmark pattern variation. Week 6 (03/11/2025)

Logo GIF Animation

Fig 2.21 Animating on Adobe AfterEffects.Week 7 (09/11/2025)

Fig 2.22 Animating on Adobe AfterEffects.Week 7 (09/11/2025)

TASK 2 / Final Submission 

2A - Logo Analysis 

Fig 2.23 Task 2A Logo Analysis Week 4 (17/10/2024)

2B - Logo Design

Fig 2.24 Task 2B Final Submission Week 7 (09/11/2024)

Fig 2.25 Task 2B Logo Animation (GIF) Week 7 (11/11/2024)

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Feedback

Week 1

Specific feedback:

In the first week, our group showed good teamwork as every member actively participated and selected an industry of interest for preliminary research. However, we were reminded to go beyond simple descriptions and focus more on analyzing elements of brand corporate identity, such as logo, typography, and communication style, while also documenting our weekly progress carefully for the blog.

General feedback:

This week’s session gave us a solid foundation in understanding the importance of brand corporate identity and its role in communication. The discussion helped generate useful ideas, but it was emphasized that narrowing down to a clear and focused brand choice will be crucial for smoother progress in the upcoming weeks.

Week 2

Specific feedback:

This week, Ms. Vitiyaa clarified the difference between brand identity and branding, showing with examples such as Apple, MUJI, Nike, and McDonald’s how perception and loyalty are built. She emphasized the designer’s role in turning strategies into visuals like logos, typography, and touchpoints. We also learned about different types of branding (personal, product, corporate, cultural, luxury, etc.) and various logo forms (wordmark, lettermark, symbol, emblem, combination).

General feedback:

Overall, the class showed me that branding is more than aesthetics—it is about creating meaning, credibility, and emotional connection. I understood how identity, design, and strategy work together to form a strong brand. In our group task, we discussed several ideas and, with Ms. Vitiyaa’s guidance, decided to focus on IKEA as our research brand. The group work and Google Sheet activity also reminded us of the importance of teamwork and participation.

Week 3

Specific feedback:

Ms. Vitiyaa said our IKEA presentation was clear but reminded us that the logo timeline was not complete. We missed several early versions between 1943 and 1967, so she asked us to check the official IKEA Museum and explain why each change happened. She also said we should connect IKEA’s tone of voice and visuals more closely to its brand values of simplicity and functionality.

General feedback:

She encouraged everyone to go beyond surface description and focus on the reason behind each brand decision. Good analysis should show how design choices reflect the brand’s identity, values, and audience. I learned that breaking a brand means understanding both its visual evolution and emotional message, not just showing images or timelines.

Week 4

Specific feedback:

Ms. Vitiyaa reminded us that good logos are born from research and observation. She encouraged us to study real brand systems and see how colour, type and composition work together across different media. She also reminded us to update our Google Slides logo analysis, upload it to the e-Portfolio, and complete the feedback sheet each week.

General feedback:

This week helped me realize that logo design is not about drawing but about defining a brand’s meaning. Ms. Vitiyaa’s explanation of “brand voice” inspired me to think how visual elements can communicate emotion and character. Next week, I plan to finish collecting my 28 logos and start building a mind map for my own brand concept.

Week 5

Specific Feedback:

This week focused on independent progress for Task A: Research & Analysis. I was reminded to continue observing logos from both physical and digital environments and to analyze them critically. The lecturer emphasized clarity and accuracy in documenting each logo’s type, color, and composition.

General Feedback:

Through this research exercise, I developed stronger visual awareness of brand identity. Observing 28 different logos helped me understand how form, color, and typography communicate brand values and tone.

Week 6

Specific Feedback:

This week continued the development stage of Task B: Logo Ideation and Sketching. The lecturer advised generating diverse ideas through mind maps and visual associations before refining them into concept sketches. Documentation of all iterations was encouraged.

General Feedback:

The process of sketching and refining ideas allowed me to explore different directions for my brand identity. This stage helped me narrow down the most promising concepts for later digital development in Illustrator.

Week 7

Specific Feedback:

Finalize the logo design in Illustrator with proper grids and clearspace. Prepare color, black & white, and reverse versions for submission.

General Feedback:

Review the corporate manual samples in Google Drive. Ensure alignment, consistency, and professionalism in logo construction.

Week 8

Specific Feedback:

This week, Miss Vitiyaa guided us to refine our brand identity by connecting logo design with audience emotion, colour choice, and spatial context. She reminded us to ensure consistency between visuals and brand story while preparing Task 2B submissions.

General Feedback:

I learned that branding is not only about creating a logo but about expressing feelings and personality through every visual element to build a consistent brand experience.

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Reflections

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Further Reading

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