COM2155 – Design Brand Identity

Design Brand Identity is a continuation of concepts and skills acquired in Graphics Tools (prerequisite); however, the focus is more on creating useful, business-oriented artwork. In Design Brand Identity, students are introduced to the value and importance of branding and the process of creating and establishing strong brands. Students work through the process of creating branding from planning, to the creation of a new, unique brand, through to creating touch points.

Assessment breakdown:

#1. Theory = 20%
#2. Practice = 40%
#3. Final Project = 40%

REMINDER: Unless indicated otherwise, all assignments are to be turned in through the assignments tab in Microsoft Teams.

Theory

IN THIS SECTION WE WILL LEARN IMPORTANT CONCEPTS NEEDED TO DO THE PRACTICE. PLEASE ENSURE YOU HAVE REVIEWED THE MATERIALS BELOW BEFORE TAKING THE QUIZ ASSIGNED THROUGH TEAMS.

What is a brand vs. brand identity?

The term branding has roots in agriculture where farmers use hot irons to mark their livestock so other farmers/buyers can quickly identify which ranch the animals belong to. Similarly, in the business world, companies want consumers to be able to quickly identify their products/services. To continue this discussion, it will be important to understand the differences between brand, branding, and brand identity. Watch the following video presentation to learn the distinct meaning of these three terms, then read the article below to understand the importance (purpose) of branding.

> Why is Branding Important? (article)

 

What is the process to establishing a brand?

A companies reputation begins at conception. To get off to a good start, companies should develop a strong brand to help draw in loyal consumers who can connect to your company’s culture. Whether you are starting a small business or have been hired to work for a multinational corporation, it is essential and advantageous to build and maintain a strong, reliable brand. Let’s learn the steps to creating a reputable brand inside Presentation 1.

 

What are the elements to successful branding?

Why do some brands boom while others bust? It is one thing to make a good product, and another to be able to sell it. Branding is the process by which a business shapes consumer perception in order to generate awareness, engagement and ultimately sales: without thoughtful branding efforts, your goods/services may collect dust. Let’s learn the elements to successful branding in Presentation 2.

 

Practice

IN THIS SECTION YOU WILL APPLY WHAT YOU LEARNED IN THE THEORY SECTION. THE AIM OF PRACTICING IS TO EQUIP YOU WITH THE KNOWLEDGE AND SKILLS NEEDED TO CHOOSE AND CREATE YOUR OWN FINAL PROJECT. CLICK ON THE BUTTON BELOW TO DOWNLOAD A PRACTICE PORTFOLIO TEMPLATE (MOVE IT TO YOUR STUDENT FOLDER) AND CAREFULLY REVIEW THE INSTRUCTIONS.

> How to do Practice Portfolio in Multimedia (00:00)
> Student Examples

Include the following challenges, plus pictures of any other in-class activities you completed (earn bonus marks), inside your practice portfolio:

#1 – If I Were a Brand

For this challenge, you will view yourself as a brand and answer the following on a slide in your practice portfolio:

  • Write a mission statement (what is your calling in life?). Take time to think about the legacy you want to be remembered by. What do you want people to say at your funeral and work? It may be helpful to interview close friends/family members to you to see how they perceive your current strengths and character traits.

  • Draw your first name (by hand or digitally) in a way that reflects your mission statement. Explain how you used design elements/principles to reflect the different elements of your statement.

 

#2 – Brand Scavenger Hunt

In your practice portfolio, add slides that contain the following:

  • Find a company that uses a mascot (include picture). Explain why companies may choose to use a mascot?

  • Research a brand and find three different touchpoints (include pictures). Identify which phase of the customer journey the touchpoint falls under (See Presentation 2). Explain why brands use a variety of touchpoints?

  • Research a brand that has gone out of business. Identify what happened that led to the brand’s demise.

  • Find and insert an example of a creative brief.

  • OPTIONAL: Find and insert a link to a companies brand standards document.

 

#3 – Brandstorm

For this challenge, choose one of the following fictional companies to research, and add slides to your practice portfolio which include the following:

  • Write a new tagline for your chosen company. Physically place it next to your company’s logo (search for existing logo).

  • Identify and choose one of your company’s products or services to promote (make one up if you have to).

  • Describe your target audience. Who would most likely buy your chosen product or service, and why? What are the best ways for audience to hear about your brand? What tone of voice will resonate with this audience?

  • Present (sketches or mockups) of at least three different brand touchpoints that promote your product or service. Justify why you chose these touchpoints considering your target audience.

 

Final Project

THIS CREDIT HAS DIFFERENT REQUIREMENTS FOR THE FINAL PROJECT. PLEASE BEGIN BY CAREFULLY READING THE FINAL PROJECT DESCRIPTION BELOW AND ANSWER ALL THE PROMPTS IN THE FINAL PROJECT INSTRUCTIONS.

Final Project Description: For this final project, you will create a unique, fictional brand by completing the following:

• Name, Tagline, and Vector Logo (Identity)
• Description of brand (Products/services offered)
• Mission Statement
• Description of Target Audience (Demographical and psychographic information)
• Design/Mock-up at Least 3 Branded Touchpoints (Indicate purpose behind each touchpoint)
• Brand Standards Document (Colour Palette, typography, logo iterations)

> How to do Final Projects in Multimedia
> Student Example (Final Project)

 
 

RESOURCES:

> Shopify Logo Generator (Website)
> Brand Guideline Example (PDF)

ACTIVITY FILES:

> Brand Archetypes Quiz (Website)

SOFTWARE:

> Inkscape (Free, Vector)
> Vectr (Free, Vector)
> Photopea.com (Free, Online Raster)

ASSETS:

> Slidesgo.com (Free Ppwt. Templates)
> Photoshop Branding Templates (Free)
> Dafont.com (Free Fonts)
> Google Fonts (Free Fonts)
> Unsplash.com (Free, Stock Images)
> Pexels.com (Free, Stock Images/Video)