Brand Corporate Identity | Lectures & Projects
22/9/25 - 23/1/26 (Week 1 - Week 14)
Kimberly Miaw Jya Nee | 0366836
Bachelor of Design (Honours) in Creative Media | Taylor's University
Brand Corporate Identity
Lectures & Tasks
[Tables of Contents]
1.
Lectures
2.
Instructions
3.
Tasks
4. Feedback
5.
Reflection
[Lectures]
BCI_1_Introduction
Brand Corporate Identity
- An integral part of graphic design discipline as it focuses on the visual integrity of a brand.
"A symbol is a mark, sign, or word that indicates, signifies, or is
understood as representing an idea, object, or relationship."
In this module, students will learn to start with a mark, and then move on
to a word mark, followed by a larger identity, creating a visual identity
for a particular brand.
Continuous Assessment (60%)
Project 1: Breaking Brand
Project 2: Logo
Project 3: Positioning &
Identity
Final Assessment (40%) - Hurdle
Final Project: Brand
Guideline
BCI_2_Brand
Brand
- Derives from the Old Norse word brandr or "to burn," and refers to the practice of branding livestock, which dates back more than 4,000 years to the Indus Valley" (aka Indus Valley Civilisation, a Bronze Age civilisation in the northwestern regions of South Asia)
What is a Brand?
"A brand is a person's gut feeling about a product, service, or company
[...] while companies can't control this process, they can influences it
by communicating the qualities that make this product different than
that product."
"When enough people arrive at the same gut feeling, a company can be
said to have a brand. In other words, a brand is not what you say it is.
It's what they say it is."
It is a mental construct shared by society about a product, service,
organisation or even a person.
What is Branding?
- The process of giving a meaning to specific organization, company, products or services by (actively) creating and shaping a brand in consumers' minds.
- A strategy designed by organizations to help people to quickly identify and experience their brand, and give them a reason to choose their products over the competition's" (Marion, 2015)
Branding can be achieved through:
- Brand definition: purpose, value, promise
- Brand positioning statement: what your brand does, who do you target, and the benefits of your brand, a concise statement
- Brand identity: name, tone of voice, visual identity design (logo design, colour palette, typographies...)
- Advertising and communication: TV, radio, magazines, outdoor ads, website, mobile app
- Product design
- Sponsoring & partnerships
- In-store experience
- Workspace experience & management style
- Customer service
- Pricing strategy
- Helps you stand out in a saturated market
- Gives you credibility
- With a clear brand, you can charge what you're worth
- Leads to customer loyalty
- Leads to returning customers & referrals
- Branding = Consistency
- Helps attract ideal clients
- Branding your business will save you money & time
- Give confidence to your business
- Established branding makes it easier to introduce new products / services
- Gives a clear strategy for moving forward
What is a designer's role in branding?
- A pivotal role in the creation of a brand (part of a larger network of individuals collaborating to give voice and form to the brand).
- There can be no brand without the skill-sets a designer brings to the table.
- Visual identity that a designer creates constitutes the face of the brand.
- Give form to the content, strategy and messaging.
For the designer this means research (history of client and product, and
understanding the target market and more) and the development of a
trademark.
- To ensure consistency in message
- Necessary to ensure a visual identity is developed that is coherent and cohesive in its application across products and services of the organisation or person.
- A crucial endeavour in every large and medium enterprise for branding to be effective.
The role of the designer is to develop, envision, create a visual identity
that is distinct, memorable, consistent, value-based, profit based, gives
confidence, increases market-share, endears itself to the audience and
wins the trust and loyalty of its audience. All this through good research
and understanding and the development of an effective visual identity
programme.
Conclusion
"In previous centuries "many companies found themselves trapped in a
virtuous circle of R&D investment, initial market success, competitive
pressure, and price cutting, until commoditisation eventually forced them
out of the market.
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Branding creates the opposite effect-a virtuous circle. By
combining logic and magic, a company can ignite a chain reaction that leads from differentiation to collaboration to innovation to validation and finally cultivation. Built into cultivation is the mandate to question all assumptions,
leapfrog the status quo, and begin the cycle again. With each turn, the company and its
brand spiral higher... and closer to the holy grail of marketing: a sustainable
competitive advantage"
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BCI_3_Types of Marks
BCI_4_Brand Ideals
BCI_Brand Ideals
BCI_5_Positioning
[Instructions]
[Tasks]
Task 1: Breaking Brand - Case Study (20%)
We were required to choose an existing, preferably large regional or international brand,
and deconstruct it using the provided framework.
Submission: Individual, but research and analysis may be done in groups.
Group Members:
1. Kimberly Miaw Jya Nee
2. Nicco Chew Jin Xun
3. Mah Sze Min
4. Zhang Tian Yao
Research Outline
The case study is broken down into two main parts:
A. Brand Profile
B. Expanded Brand Profile
Fig. 1. Task 1 Research Outline (Week 1: 23/9/25)
Fig. 2. Lego Brand Research (Week 2:)
Fig. 3. Lego Brand Research Presentation (Week 2:)
Task 2(a): Logo Analysis
Task 2(b): Logo Design
Task 3: Positioning & Identity
Final Project: Brand Guideline
[Feedback]
Week 1 (23/9/25)
General Feedback:
Module briefing + Task 1 briefing in class by Ms Vitiyaa. We divided
ourselves into groups of 4 for Project 1 and also divided roles in the
research.
Specific Feedback:
This week, I watched all the lectures and took notes. I also have
finished my part of the research for Project 1.
Week 2 (30/9/25)
General Feedback:
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Week 3 (7/10/25)
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[Submission & Presentation Week]
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Week 4 (14/10/25)
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Week 5 (21/10/25)
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Week 6
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Week 7
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Week 8
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Week 9
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Week 10
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Week 11
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Week 12
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Week 13
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[Reflection]
Task 1: Breaking A Brand
Experience
Observation
Findings
Task 2:
Experience
Observation
Findings
Task 3:
Experience
Observation
Findings
Thank You
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