Brand Corporate Identity Project 2

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12.4.2021 - 3.5.2021/ Week 3 - Week 6

Lee Sean / 0337001
Brand Corporate Identity / Bachelor of Design(Hons) in Creative Media



Instruction






Lecture

12/4/2021

It's the day to submit the expanded brand profile and presentation for our chosen brand. We also watched a few videos that talks about Darrma and prepare us to start our logo sketching and mind mapping proccess.

19/4/2021

On week 4, we had individual consultations on our progress with the logo sketching process

26/4/2021

On week 5, we had individual consultations on our progress with the logo sketching process

3/5/2021

This is the last consultation for our project 2


Project 2 - Logo

A) Research & Analysis: You are to collect 28 logos, 2 everyday
for 2 weeks; Good &/ Bad. Your task upon identifying your logo 
is to articulate in words; the type of logo (logotype, logo mark, etc?); 
Is the logo descriptive, abstract, etc.; identify and describe the 
graphic elements or base element used in the logo construction; 
identify the colour scheme (warm, cool, secondary, primary); 
describe the type choice.

B) produce ideas sketches  for the development of your logo. 
Develop these into idea sketches and then later into concepts. 
Narrow down the most promising ideas and concepts. The 
developed logo in its final most appropriate form will need to
be digitised, in black and white (only after approval of the BW
version can you embark on selection of colour in Project 3). All
progression or exploration2the various evolution of the draft
logo2must be documented meticulously, labelled and described
at every stage in your e-portfolio post.


Task A Submission

Logo Analysis



<iframe src="https://drive.google.com/file/d/1J2blNaYzZXkSOiii0910qSjd-Uh7eB-J/preview" width="640" height="480"></iframe>

Task B

Fig 1
Mind Map


Fig 2
Southeast Asian Pattern Reference

Fig 3
Pattern Style Logo Reference

I really like how Darrma focuses on combining the art of digital printing and traditional methods of textile production. I decide to use this specific theme as a reference and start working on mood boards base on traditional patterns and modern logo shapes. I then set a goal to design a logo that looks modern yet can be used as a pattern. I think it will be very interesting to have a logo that can be their identity and use it as a pattern in their batik. 


Fig 4
Logo Sketches 1

Fig 5
Logo Sketches 2

I then started sketching logos that is bold and modern and can be used a a pattern as well. But I was really struggling because the directions seems like it is going towards a generic logos that does not represent Darrma. I then decide to just restart the sketching process and focus on what symbol can best represent Darrma and not focus on creating a pattern.


Fig 6
Logo exploration 

Fig 7
Logo exploration 2


Fig 8
Logo exploration 3


After experimenting with the shapes of the logos, I found this symbols about a feather. A feather is a powerful symbol that signifies honor and connection between the owner, creator, and the bird from which the feather came. I feel like this theme would fit Darrma because they are honoring the traditional batik design and trying to combine it with modern art of printing. When I tried to work with the feather symbol, it kind of looks like wings on an airplane, so I changed it into 2D and it starts to look more suitable.
Fig 9
Logo exploration 4

I really like Fig 1 because it looks very simple and modern yet it does reminds  me of traditional pattern characteristic. But currently it feels very plain and flat, so I tried to experiment with lines and stroke to try to give the overall design more dimension and dept. In the end I chose Fig 16, I didn't really like it at first but after duplicating the symbol and putting it side by side I start to see a potential in it.


Fig 10
Final exploration 

I started experiment with how I can arrange the symbol side by side and working on tiny details such as the lines and shapes. I decided to keep it simple and choose Fig 2 from the Logo and Name section. I like how the logo is simple and modern yet I can see how it was inspired by the traditional pattern. The overall abstract symbol is modern but combining the playful font with interesting lines it gives the overall composition an interesting contrast.

Final Submission






Feedback

Week 4

General Feedback

-Make sure you label your sketches, organise the files neatly -Start working on your blog and further reading. Further reading also can be in video documentary as well


Specific Feedback

-The font you have chosen does not really fit the target audience Darrma is trying to focus on. -Focus on the feather concept, try work work out as many different symbol version as you can.

Week 5

Specific Feedback

-Try a few more tiny variations of the logo, make tiny adjustment -Try to use fonts that is sans serif and modern, experiment with the letters weight, small letters etc.

Week 6

General Feedback


Specific Feedback

Start working on the space rationalization and the submission slide



Further Reading


This is a interview video with Marty Neumeier conducted by The Futur. Marty Neumeier is an American author and speaker who writes about brand, design, innovation and creativity. He is currently Director of CEO Branding for Liquid Agency, a branding agency in San Jose, California.

In this video, Marty Neumeier has cleared up a lot of confusion of what people think branding is. The overall video is very informative and lot's of examples were given to help us better understand what branding is. It helped me to realize branding is far more complicated than what I think it is.

Overall it was very amazing to listen to Marty Neumeier (who wrote a few well known books about brand) to explain what a brand is. I usually don't read books because I'm more used to listening to podcast or videos to learn and I feel grateful that I get to learn from him on YouTube for free.


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