Project C

Project C about “Brand Identity”.

BRAND IDENTITY DESIGN
Image. Message. Communication for a Sustainable Living Awareness Campaign

DESIGN PROCESS

dd_brand_identity

3-1. Understanding brand identity design

Read text book and choose a case study, then present.
Research on the best logos and collect them on a board.
Naming: simple and memorable
Tag line: present the mission of the campaign
Elements: symbol or meaningful objects
Color study
Typography
Research on campaign + advertising, other poster design

3-2. Identify your Art Direction

Are the big idea, core concepts or theme, look and feel, and targeted message integrated to your design layout, typography, copy, and graphics?
How did you solve the design problems?
The big idea and communication strategy: where do big ideas come from?
How would you convey the idea?
What are the communication methods have you considered or developed for the visual languages?

3-3. Build a prototype/design draft

3-4. Consider public responses: what do you intend when your message is presented to the public? After presentation, would you reconsider your art direction with public understanding?

3-5. Feedback and Critiques: Refine your design

3-6. Final production

WEEK 1: PRE-PRODUCTION

Brief
Research
Concept

WEEK 2: PRODUCTION (ALPHA) WITH FINALIZING LOGO

Be creative: logo development
Be accurate: logo refinement
Refine grid structure
Study color + color combinations + typeface
Name your project
Create tag line
Survey: Ask opinions of the public

WEEK 3: PRODUCTION (BETA) + OTHER APPLICATIONS

Design letterhead and envelop
Standardize biz card and other cards
Work on other applications
Design the presentation boards

WEEK 4: PRODUCTION (GOLDEN)

Refine all design
Design the display/presentation board
Print out and display
Presentation and critique

Most of points below should be documented in your process book for final submission.
01 Introduction
Appropriate greetings with your name, your learning goals or expectation for the project

02 Project Overview
Project goals, your understanding of personal identity design, design specifications, timeline, your design process

03 Research
Other identity design, your concept or style related research

04 Art Direction
The big idea, core concepts or theme, look and feel, and targeted message

05 Design Process
Evolution of your design process from sketches to final design

06 Problems and Solutions
Why and How you take care of the design problems to achieve your design goals

07 Layout
Visual hierarchy, focal point, visual elements, integration, and uniqueness

08 Typography
Use of fonts, relationship to the concept and visual elements: define the characteristics and roles of your font choices

09 Color
Choice of color or color combination: define the characteristics and roles of your color choices

10 Legibility
Present color and black and white version and explain how you improve the legibility without loosing any design quality

11 Self Evaluation
Clarify strength/success and weakness/need-improvement

12 Setting the Tone
Is presentation engaging, energetic, enthusiastic?

13 Oral Presentation
How does the presenter convey the message in terms of clear and good volume avoiding stumbling, blank spots

14 Punctuality
Started and finished on time, no over time or significantly under

15 Conclusion/Epilogue
Address learning points, or hindsight, ask questions or feedback

16 Presentation Board
Is the presentation board well prepared? Layout, trimming, project information: name, course, designer statement.

-> Logo research . . .

“Our vision is to be the world’s most customer centric company, the place where people discover anything they want to buy online.”

Amazon.com is a lead the way in the online retailing business. The company was founded by Jeff Bezos in 1994 and began as an online book store. In 1999 Amazon.com, redesign its brand identity. However today Amazon sells anything and everything under the sun including CDS, DVD, Baby Products, Furniture, electronics, clothes etc. You could say that they sell everything from “A to Z.” the graphic device that connects the (a) and the (z) also speaks to the brand positioning: customer focus and friendly service. This device forms a cheeky smile with a dimple that pushes up the (z).
The typography was designed to give the logo a friendlier and unique look. The project was completed in eight weeks. The Amazon logo represents the very same message that they sell everything from A to Z and the arrow below the logo represents the smile that customers would experience by shopping on the Amazon.com website.
In 2005 Amazon was named the fourth growing brand in the world.

Color: black and yellow.

Element: smile face.