Brand Corporate Identity project 3

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3.5.2021 - 31.5.2021/ Week 6 - Week 10

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



Instruction






Lecture

3/5/2021

This is the last consultation for our project 2 and will start to work on project 3

10/5/2021

This week I've a few draft designs of the business card

17/5/2021

After working on the business card, I started designing the letterhead and envelope

24/5/2021

This week I've started working on the posters

31/5/2021

This week I've made some adjustment to the posters design and also started design other collaterals such as fashion invite, social media, shopping bags.


Project 3 - Positioning & Identity

Write a logo rationale, mention keywords articulated in the brand
profile that describe the brands core-values, be it Co. / Org /
Person.

Create a mood board; colour, visual and typography. In doing so
you can begin positioning your brand to ascertain a distinct
identity but also one that is representative of its stated core
values.

Design relevant stationery (business card, letter-head &
continuation sheet, envelope, folder) using the logo created whilst
guided by the framework identified in the mood board. Design
collateral (t-shirt, tote-bag, lapel pins, etc.), design a logo
animation, apply identity as environmental graphics (signage,
shop front, reception desk, as applicable), design website, design
assets for social media accounts.

Mood Board



Abstract shape extracted from logo

After the logo is designed, I've extracted a shape from the logo to can be use an their element for their identity. I think it's a very interesting abstract shape because it is simple yet unique and distinctive. I could see the potential of this abstract shape becoming a part of their identity can be applied to collaterals such as bags, poster etc.

Business Card

Fig 1
Business card sketches

At first I was just designing a very standard corporate layout for the business card, but it looks very boring and corporate and it does not fit the brand Darrma. So I went to look back at the brand and I tried to make it more bold and expressive. Since Darrma is a fashion brand I feel like confidence is a very important keyword for the industry so I used the word as a guideline when I'm designing.

Fig 2
Chosen design

I decided to choose this design because I find it very interesting and it feels appropriate for Darrma. The overall layout of the typography feels simple and yet it feels very bold and confident. After designing the business card, I then went on to design the letterhead and envelope.

Letter Head

Fig 3
Draft sketches

I wanted to make sure all the designs looks like they belong together, so I used the layout of the business card I have designed as a reference when I'm designing the other collaterals. In some of the letterhead design I tried to not follow the standard layout of a letter and make something that is expressive and unique. But in the end I think it is just too much so I decided to keep it simple for the letterhead because the function is way more important here.


Fig 4
Chosen design

Envelope

Fig 5
Envelope Sketches

I tried to use the unique shape I have made as a part of the design, applying it to the envelope cover. But at some point it just doesn't feel very practical so I'm trying to make sure I do not simply use the shape and make sure I use it appropriately and effectively. If I overuse it in a wrong way the shape may lose it's meaning and identity.

Fig 6
Chosen Envelope Design

Collateral

Fig 7
Rough Draft

For the collateral, there are a total of 7 collateral. These include; Shopping bag, Fashion invite, instagram ad, Social media, poster and glass decal. 

Posters

Fig 8
Poster Draft

I decided to use the abstract shape for the poster design because this shape can be used continuously for a series of posters and it can be use as a part of their identity as well. As time pass by people will start to recognize the brand more and more by just seeing the shape.

This was a great direction to go for but one problem that I have faced is that with certain images, it becomes harder to read the text. So I have to find a way to fix this problem.

Fig 8
Poster exploration

I started experimenting with the posters trying to find a solution for it. I tried add some light source at the back so it can make the text more legible. I tried turning down the opacity of the light so it's not too bright. I have also tried using grid to make the text legible and at the same time not disrupting the images I am using.

Fig 8
Chosen Poster design

I decided to go with this because comparing to the other solution, this feels more simple and direct. I feel like when there's too much elements going on the overall design will become more and more quiet. So I decided to keep it simple and I really like the poster because the overall poster is just a simple black and white, but it really allows the images and the batik to shine. As you can see from the posters, the blue, pink and orange really became the center of attention when the overall poster layout is quite laid back comparing to the images.

Shopping Bag

Fig 8
Shopping Bag Draft

For the shopping bags I also decided to use the abstract shape because I think it would be very interesting to have a bag that when people look at it they would immediately know what brand it is without looking at the logo. I decided to go with Fig 4 because I feel like it's more simple and practical comparing to the others. I though fig 10 was very interesting but I just couldn't imagine how can it be used, it just doesn't feel practical.

Fashion Invite

Fig 9
Fashion Invite Draft

I imagined Darrma to be a very high fashion brand, so I think it would be necessary to have a fashion invite as one of their collateral. The invite design follows the same characteristic as the stationary and I tried to use the abstract shape but it start to feels unbalance or weird when it combines with the bold typography. In the end I decided to keep it simple and chose.

Final 2D Collateral

Stationary

Fig 10
Business card, letter head, envelope

Posters

Fig 11
Posters

Shopping Bag

Fig 12
Shopping Bag

Fashion Invite

Fig 13
Fashion Invite

Final Submission

Business Card

Envelope

Letter Head

Posters

Bag

Fashion Invite

Instagram Ad Gif

Social Media

Glass Decal

PDF




Feedback

Week 7

General Feedback

Make sure you work on sketches first before applying design to mockup

Specific Feedback

-There are a few designs from the business card you can keep and apply to other collateral -Make sure the visual hierarchy is appropriate -The size of the abstract mark and wordmark is balance and equal -For the mood board, instead of trying to find product images try to find mood images

Week 8

General Feedback

Public holiday

Week 9

General Feedback

Try to work out a few variation instead of sticking to one specific template or design

Specific Feedback

- Try to not crop a model image when you are designing for the posters
- Make sure the sizes and proportion of the envelope are accurate
- Find model images that are modern and appropriate for the brand

Week 10

General Feedback

Start working on draft for final project

Specific Feedback

- Make sure the margin is consistent - Start working on a few Instagram post with typography - Since the poster is white, try use images with a vibrant color instead
of colors that are more silent

- Double check the kerning of your fashion invite




Further Reading


This is a short documentary about Paula Scher who is an American graphic designer, painter and art educator in design. The documentary features some of the most well known work Paula Scher have done and show us how does her though process look like when working.

There are a lot of work that I have saw online and I loved it but I never knew that she was the one who designed them so after knowing these were all her work I was really surprised. Some of the work I love the most is the Noise Funk posters and the Public Theatre identity. I find it very interesting with the way she experiments with typography.

In the video it mentioned an example of terrible design which is the Palm Beach Ballot of 2001, a bad design that threw an election. It just reminds me of how important graphic design is to the world, even if people may not notice it, it still serves a very big role with how things function.



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