Brand Corporate Identity

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

Shubashini a/p Subramaniam, (0367697)

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Table of Content :

1. Lectures

2. Module Information Booklet

3. Tasks

4. Submissions

5. Feedback

6. Reflection

7. Further Reading

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Lecture :

1. BCI_1_Introduction

Sir mentions the core of graphic design is it's visual integrity of brands and that we designers create identities that represent values of organizations. He states that students should develop maturity, confidence, and critical thinking in design.

Key Concepts :

• Symbols such as marks, logo, emblems or word marks represent ideas and values
• Identity design starts with creating a mark, which develops into a word mark, then a larger identity, and finally a full brand image.

Projects :

• Project 1 - "Breaking Brand": Analyze and break down an existing brand.
• Project 2 - Logo Design: create a logo/mark 
• Project 3 - Positioning & Applications: Position the brand in a competitive field and apply its identity across mediums. 
• Final Project - Logo Design: create a logo/mark.

Submission: 

All through e-portfolio (5 posts total). 

Assessment: 

60% continuous assessment (Projects 1–3), 40% final project & e-portfolio.

Figure 1, Paul Rand Quote, 30.09.25

2. BCI_2_Brand

Branding has a long history, originating from the Norse word brander (to burn). It began with livestock ownership, then moved to artisans marking their work, and eventually to companies asserting superiority. In the 21st century, branding is no longer just about property but about values, trust, and customer perception.

According to Marty Neumeier, a brand is a person’s gut feeling about a product, service, or company. It’s not what you say it is, it’s what people believe it is. For example, the word “Apple” immediately makes people think of the tech company, showing how powerful brand associations can be.

Key Concepts: 

1. Brand Identity

Brand identity is what a company creates to portray the right image to consumers.

• Visual elements: logo, colors, typography, tone of voice, style.
• Message elements: storytelling, messaging, values.
• Different from:
• Brand Image = how the public actually perceives the brand.
• Branding = the ongoing process of shaping identity and perception.

2. Branding

Branding is about actively shaping meaning in consumers’ minds.It’s the strategy that makes products/services stand out and feel memorable.

Examples:

• Diesel = Be Stupid (edgy, rebellious, youth-focused).
• Benetton = Unhate (social values, shocking imagery).

Ways to achieve branding:

• Define brand purpose, values, and promise.
• Create positioning statement (who you serve, what you do, benefits).
• Build brand identity (name, tone, visuals).
• Communicate through advertising and media.
• Shape customer experience (stores, service, pricing).
• Align partnerships and sponsorships. 

3. Benefits of Branding

Figure 2, Benefits of Branding, 02.10.25

4. Designers Role in Branding 

• Designers don’t define the brand alone, but they shape how it is seen.
• Research client history, values, products, and target market.
• Develop identity systems: logos, colors, typography, consistent style.
• Ensure coherence across all platforms (ads, stores, products).
• Good design = distinct, memorable, consistent, and value-driven.
• A designer’s job is to make strategy visible and recognizable. 

5. Branding as a Cycle

Figure 3, Branding Cycle, 02.10.25

3. BCI_3_Types of Marks

In the field of branding and design, a wide range of terms, such as logo, monogram, insignia, emblem, seal, crest, coat of arms, and trademark, are often used, and sometimes even confused with one another. Because these terms overlap, their meanings can become blurred, which creates misunderstanding. For designers, it is important to recognize and apply these distinctions accurately. Using the wrong terminology can signal a lack of knowledge, especially in professional or legal contexts. It’s also worth noting that experts sometimes define these terms differently, so it’s best to approach them critically, compare sources, and develop a clear, informed understanding.

Figure 4, Types of Marks, 02.10.25

4. BCI_4_Brand Ideals

1. Introduction: What Is a Brand?

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

• Companies can’t control this perception, but they can influence it.

• Influence happens through communication of qualities that make one product distinct from another.

2. What Is a Brand Ideal?

• Brand Ideal = the higher purpose of a brand, its reason for being beyond profit.

• Defined by Stan Gale: “The brand ideal is the brand’s inspirational reason for existing.”

• It acts as a moral compass or aspirational goal that guides decisions and inspires both employees and consumers.

• It explains why the brand exists and the impact it seeks to make in the world.

3. Shared Beliefs and Leadership

• Peter Drucker: “The most successful company is not the one with the most brains, but the most brains acting in concert.”

• A shared belief among team members unifies and strengthens the brand.

• Without shared belief difficult to connect with target audience.

4. Brand Ideals and Values

• Ideals rooted in strong values foster purpose and motivation.

• Examples:

• Ideals are not always perfectly achieved; they are a continuous process of growth and self-correction.

• Google’s motto “Don’t be evil” → originally reflected honesty and transparency (removed in 2018).

• Brand values act as a company’s true north or moral compass guiding long-term success.

5. Brand Values in Practice

• Values create emotional engagement and trust with customers.

• The best brand values:

• Stay true to company passion and purpose.

• Reflect customer ideologies.

• Brands must understand their audience’s aspirations and find shared meaning.

Figure 5, Examples of Brand Ideals, 02.10.25

Figure 6, Core Brand Ideals, 02.10.25

Design, Storytelling, Purpose-Driven Branding

• Design translates a brand’s ideals into visuals, logo, colour, and tone, expressing its emotional core.

• Storytelling gives meaning and connects audiences emotionally through authentic, memorable, and inspiring messages.

• Purpose-driven brands focus on making a difference, not just profit.

• This builds:

  1. Employee motivation – people feel proud and inspired.

  2. Customer loyalty – people connect with shared values.

• Together, strong design, storytelling, and purpose create brands that people trust, remember, and feel part of.

5. BCI_5_Positioning

Definition

• Brand Positioning: The process of establishing a distinct place for your brand in the minds of consumers.

• Also known as positioning strategy, brand strategy, or brand positioning statement.

• Strategy = the map (long-term plan).

• Positioning = the destination (where you want to be on that map).

Purpose

• Determines how a brand is perceived and differentiated from competitors.

• Builds a unique impression in customers’ minds so they associate something specific and desirable with your brand.

• Once established, positioning is difficult to change (e.g., Volvo = safety, but lost “sex appeal”).

Figure 7, Positioning Strategies by Willis, 10.10.25

Figure 8, Positioning Notes 10.10.25

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Module Information Booklet :

Figure 9, Module Information Booklet, 02.10.25

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Task:

Task 1 (22.09.25 - 06.10.25) :

Project 1: Breaking a Brand

Group Effort, Individual Submission

DATELINE: WEEK 3

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.

Week 1 :

Figure 10, Slides for Task 1, 02.10.25

Miss let us form a group and allowed us to work on the project with the remaining time. She told us that our due date was on the third week.Me and my team member, Alexis were in charge of the Part 2 of the research, Expanded Brand Profile. She did the upper half and I did the bottom halfWith the time given, I used it complete my part from the group project 

Week 2 :

We had a practice session to rehearse our presentation, things run more smoothly.

We then revised the slides and took out any unnecessary information according to our Google

Doc :

Figure 11, Doc containing Detail Information on Spotify, 02.10.25

Week 3 :

- Presentation Week -

Week 4 : We started this weeks class by finishing of two groups that have not finished presenting from last week. Ms. mentioned we need to improve our presentation skills and to accept criticism properly. She then proceeded to brief us on Task 2 part A and B, since she can't make it to the next two week due to a business trip.

Figure 12, Summary of Task 2, 14.10.25

After that, she asked to create mind maps to begin Task 2, part B by creating mind maps of business ventures we would like to create.

Figure 13, Mind Map of Brand Choices, 14.10.25

After discussing with miss, we had decided to go with the Traditional Indian Dessert Shop as I was most interested in that idea and already had a name for the business in mind, " Shini". "Shini" comes from the tamil word "Chini"which means sugar combined with my name Shubashini.

Week 5 :

Figure 15, Logo Research , 24.10.25

Week 6 & 7 :

Figure 16, Logo Sketches , 31.10.25

I begin sketching while getting feedback from miss via Microsoft Teams.

However, later on during class miss, told me she's looking for something more commercial and something simple and not too complicated, thus we were down to these last two final potentials :

Figure 17, Final Logo Sketches , 04.11.25

In the end, we both decided we liked the look of the bottom more and I officially had my logo that had to be created in black and white.

Figure 18, Official Logo Sketches , 07.11.25

Now, it was time to compile all the designs and dissection into the following requirements :

1. Logo Versions
   • Black & White (BW)
   • Reverse (light on dark background)
   • Full Colour
2. Logo Usage Guidelines
   • Logo space rationalization & clearspace
   • Logo minimum size
   • Logo with strapline (if applicable)
3. Design Explanation
   • Logo rationale linked to brand ideals
4. Brand Identity Elements
   • Brand primary & secondary colours
   • Logo/brand typeface(s)
   • Patterns derived from the logo
5. Digital Element
• Logo animation (GIF)

Figure 19, Pattern Derived From Logo Creation , 09.11.25

Figure 20, Logo Coloured Options , 09.11.25

Figure 21, Gif Making Process , 09.11.25

Week 8 :

I decided to get started on Task 3, I listed out all the requirement things needed to create my brand profile.

• Logo Rationale
• Brand Story
• Mission and Vision
• Brand Core Values
• Target Audience
• Unique Selling Point
• Brand Personality
• Brand Positioning Statement

I created a moodboard to get an idea on the vision for my brand :

Figure 22, Brand Moodboard , 11.11.25

Logo Rationale :

Figure 23, Official Brand Rationale , 15.11.25

Brand Story :

Figure 24, Official Brand Story , 15.11.25

Mission & Vision :

Figure 25, Official Brand Vision & Mission , 15.11.25

Brand Core Values :

Figure 26, Official Brand Core Values , 15.11.25

Target Audience :

Figure 27, Official Brand Target Audience , 15.11.25

Unique Selling Point :

Figure 28, Official Brand Unique Selling Point , 15.11.25

Brand Personality :

Figure 29, Official Brand Personality, 15.11.25

Brand Positioning Statement :

Figure 30, Official Brand Positioning Statement, 15.11.25

Week 9 :

I started to create my brad collaterals in Photoshop. Miss mentioned in Microsoft Teams that we needed to do minimum 4 collaterals. I decided to use the patterns I created and my brand colours in making them. I decided to make :

• Ice Cream Tubs
• Paper Bags
• Dessert Tin
• Dessert Packets
• Premium Dessert Box
• Glass Dessert Jar
• Worker's Apron
• Worker's Hat
• Dessert Menu

Figure 31, Process of Making Collateral , 18.11.25

Figure 32, Process of Making Collateral #2 , 18.11.25

Figure 33, Process of Making Collateral #3 , 18.11.25

Week 10 & 11:

I begin to make my Corporate Stationary, Digital Presence and Environmental Graphics.

I made my Corporate Stationary in Indesign to get the exact measurements for the brand guidelines :

Figure 34, Process of Making Invoice & Letterhead , 25.11.25

Then I proceeded with my Digital Presence, I created my Social Media mobile Page in Illustrator as it was easier to edit while my website was done in Photoshop :

Figure 35, Process of Making Website , 25.11.25

Figure 36, Process of Making Social Media , 25.11.25

Lastly, I created my Environmental Graphics :

Figure 37, Process of Making Receptionist Table, 25.11.25

Figure 38, Process of Making Outdoor Stand, 25.11.25

Finally, I started compiling everything to make the Brand Guide Line Book in Indesign, using margins and guides for a more consistent and symmetrical look :

Figure 39, Example of Book Making in Indesign, 02.12.25

Figure 40, Example of Book Making in Indesign #2, 02.12.25

Figure 41, Example of Book Making in Indesign #3, 02.12.25

Week 12 :

- Presentation Week -

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Submissions :

Task 1 :

Figure 42 (PDF)Group Research Report, 06.10.25

Figure 43 (PDF)Group Research Slide, 06.10.25

Task 2 (A) :

Figure 44 (Google Slide)Group Research Slide, 25.10.25

Task 2 (B) :

Figure 45, Logo in Black and White, 10.11.25

Figure 46, Logo in Black and White (Reverse), 10.11.25

Figure 47, Logo in Colour, 10.11.25

Figure 48, Logo in Colour (Special Colour), 10.11.25

Figure 49, Logo in Colour (Reverse), 10.11.25

Figure 50, Logo Space Rationale (Horizontol Lines), 10.11.25

Figure 51, Logo Space Rationale (Vertical Lines), 10.11.25

Figure 52, Logo with Clear Space, 10.11.25

Figure 53, Logo with Strapline, 10.11.25

Figure 54, Logo Rationale, 10.11.25

Figure 55, Logo Minimum Size, 10.11.25

Figure 56, Logo Brand Colours, 10.11.25

Figure 57, Logo Typeface, 10.11.25

Figure 58, Pattern Derived from Logo, 10.11.25

Figure 59, Task 2B, Animated Gif, 10.11.25

Figure 60, (PDF)Task 2B, 10.11.25

Task 3 :

Figure 60, (Presentation Slides)Task 3, 10.11.25

Figure 61, (PDF) Book Publication Task 3, 10.11.25

E-Book Link : https://online.fliphtml5.com/pwpah/book-final-_compressed/

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Feedback :

Week 1 : Ms. gave us a quick intro to the class, going over the class rules and briefing us on the final product of this class. She also walked us through the assessments and split us into groups of four to start our first task, which is a corporate brand analysis. She suggested that we pick well-known, global brands so it’s easier to find information.

Week 2 : This week, Ms. Vitiyaa explained how branding goes beyond logos and products, focusing on perception and emotional connection. Using brands like Apple, MUJI, Nike, and McDonald’s, she showed how loyalty and recognition are built. We also learned the designer’s role in turning strategy into visuals, the types of logos, and how to give them meaning. She reminded us that brand identity should come before the product, with examples like AirAsia and Amazon, and noted that logo packages often include items like business cards and stationery.

Week 3 : We gave our presentation today as the first group, ms mentioned that she would like it better if we explained more on the logo evolution and wished some of us wouldn't read from the slides too much.She continued to give remarks to other groups.

Week 4 : Ms. Vitiyaa walked us through Tasks 2 and 3 to ensure we understood the expectations early. She encouraged us to start considering a brand idea for Task 3 and to choose one that has room to grow. She also introduced the concepts of brand voice and tone, highlighting why they matter in branding.

Week 5 : I started designing my logo after completing our task 2A, which was to complete 28 brand analysis. I ent for a more detail and complicated design, miss asked me too venture more and try m ore ideas

Week 6 : I started creating more word based design as miss asked me make it more simple, she gave some examples of colours and design I should go for. She wanted something constructive, direct and solid

Week 7 : We were instructed us to finalize our logo designs by today and emphasized the importance of maintaining proper clear space and using grids when constructing the logo in Illustrator to ensure balance and accuracy. She also reviewed my work and approved my black and white logo, advising me to develop several variations exploring different colour palettes and patterns to see which combinations work best. Additionally, she reminded us that all items on the checklist must be completed by next week, though we can hold off on creating the GIF for now, as there’s a chance we’ll continue refining and improving our logos as the project progresses

Week 8 : Absent

Week 9 : Ms. Vitiyaa informed us that we should begin compiling our lists and proceed with producing the necessary brand collaterals. She review my collaterals and approved it and told me to carry on.

Week 10 : Ms. advised us to add template guidelines for the business card, invoice, and letterhead in our BCI book. These templates should outline specific details, including logo dimensions, placement rules, font sizes, and typeface choices, so that other staff can apply them correctly. She also requested that we include the grayscale values of our logo. She gave us key details on what should be included when making the invoice, letterhead and business card. We are to state the margins and font size in the doc. She help me look through my dic and got rid of any mistakes or duplicated things.

Week 11 :

Week 12 : We had our final presentation today and we had to hand in our final book for our brand guideline. I gave my presentation and then miss called me over to show me some minor correction for my books that would be forgiven as I did not learn publishing yet.

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Reflection :

Experience :

Throughout this project, I gained hands-on experience in developing a complete brand identity, starting from research and moving into logo design, colour exploration, and the creation of a brand guideline. Working through each stage helped me understand how every decision carries meaning and how important it is for all elements to work together. The process made me more aware of how design choices influence the way a brand is perceived and how thoughtful planning can shape a clear and convincing identity.

Observations :

During the project, I observed how even the smallest visual change can shift the overall tone of a brand. Adjustments in spacing, alignment, colours, or typography affected how professional, friendly, or modern the brand appeared. I also noticed the importance of keeping everything consistent across different applications because this strengthens recognition and builds trust. Receiving feedback and revising my work helped me see my designs more clearly and understand what needed improvement, showing me how valuable reflection is in the creative process.

Findings :

From everything I learned, I found that a strong brand identity is created through clarity, intention, and emotional connection. It is not just about making designs look attractive but about expressing the brand’s purpose and values in a way that feels authentic. I also realised that designers act as storytellers who turn ideas into visuals that people can understand and relate to. This project helped me appreciate how thoughtful design can shape the personality of a brand and leave a meaningful impression.

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Further Reading :

Figure 62, Logo Modernism by Jens Muller, 10.11.25

Logo Modernism is a really helpful book for understanding how simple shapes and clean designs can create strong, memorable logos. It’s full of examples from the modernist period, and seeing them all together made it easier for me to notice patterns, styles, and how designers used geometry to communicate ideas clearly.

The book also explains a bit about the history behind modernist design, which helped me understand why these styles are still used today. Overall, it gave me a lot of inspiration for my own branding work and showed me how powerful simplicity can be. It’s a great reference for any design student.