Brand Corporate Identity | Final Compilation

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

Final Compilation

[Tables of Contents]

1. Lectures

2. Instructions

3. Tasks

Task 1: Breaking Brand
Task 2(A): Logo Research

2(B): Logo Development

Task 3: Positioning & Identity

Final Project: Brand Guideline

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

Benefits of Branding

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.

Design Programme

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.

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"

BCI_3_Types of Marks

[Terms]

Logo

Short for logotype (sometimes called as a wordmark)
A trademark made from a custom lettered-word
Logos - Greek for 'word'

Logotype: Centered around a company name / initials
Logomark: Centered around a symbolic image / icon

Signature

When a word & symbol is combined
Also known by its other term "combination mark"

Monogram

Motif made by overlapping / combining two or more letters or other graphemes* to form one symbol
Often made by combining the initials of an individual / a company
Original Greek meaning - 'a single line'

*a letter or a number of letters that represent a sound (phoneme) in a word (e.g. H&M, Chanel, HP, LG, Volkswagen)

Heraldry

Broad term encompassing the design, display, and study of armorial bearings (known as armoury), together with the study of ceremony, rank, & pedigree
Generally European in origin (in terms of style)
Related terms: Crest, Coat of Arms, Insignia, etc.

Crest: A distinctive device representing a family or corporate body, borne above the shield of a coat of arms (originally as worn on a helmet) / separately reproduced, for example on writing paper.

[e.g. Liverpool Football Club Crest]

Coat of Arms: A distinctive heraldic bearings or shield of a person, family, corporation, or country.

[e.g. Malaysian government's coat of arms]

Insignia: A distinguishing badge or 'emblem' of military rank, office, or membership of an organization:

[e.g. Royal Malaysian Police Insignia]

Trademark

Signifies ownership or identification.
Represent the quality, ability and skill levels of its creator & with that comes a promise of excellence.
A symbol, word, or words legally registered or established by use as representing a company or product.
Function: identification
Methods for controlling corporate identity (along with 'branding'): organisational level & product level
Also used as legal protection against intellectual property infringement / theft.

Service mark / Servicemark: A trademark used in the United States and several other countries to identify a service rather than a product.

More terms out there like ideogram, logograph, icon, rune, seal

BCI_4_Brand Ideals

Brand

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.

Ideal

The satisfaction of "one's conception of what is perfect; most suitable.

Brand Ideal

A higher purpose of a brand / organization that goes beyond the product or service they sell.
The brand's inspirational reason for being.
Explains why the brand exists and the impact it seeks to make in the world.

[Brand Ideals & Definition}

Ideals are essential to a responsible creative process, regardless of the size of a company or the nature of a business.

They are as follow:

Vision
Meaning
Authenticity
Differentiation
Sustainability
Coherence
Flexibility
Commitment
Value

Vision: A compelling vision by an effective, articulate, and passionate leader is the foundation for the best brands.

Meaning: The best brands stands for something - a big idea, a strategic position / a defined set of values. Rarely immediate + evolves over time.

Authenticity: Self-knowledge & making decisions that are congruent with that self-knowledge. Not possible without an organisation having clarity about its market, positioning, value preposition & competitive difference.

Differentiation: Brands always compete with each other within their business category and, at some level, compete with all brands that want our attention, focus & loyalty.

Sustainability: The ability to have longevity in an environment in constant flux & characterised by future permutations that no one can predict.

Coherence: Whenever a customer experiences a brand it must feel familiar & have the desired effect.

Flexibility: An effective brand identity positions a company for change and growth in the future. It supports & evolving strategy.

Commitment: Organisations need to ensure all people engaged with the brand have complete motivation & dedication in order for it to succeed.

Value: Measurable results need to be created that promote & sustain the brand.

BCI_5_Positioning

Positioning

Brand positioning is the process of positioning your brand in the mind of your customers.
Also referred to as: positioning strategy, brand strategy, brand positioning statement

However, Willis (2017) draws a distinction between strategy and positioning, implying that strategy is a long term plan and influences the positioning of the brand, "Creating your brand strategy is like drawing out a map, and positioning is determining your location and destination".

Note:

Once a brand has been successfully positioned, it is notoriously difficult to reposition.

4 Different Styles / Types of Positioning:

1. Arm Wrestling

Trying to take on the market leader & beat them at their own game
It is possible if there is a well established market category with no clear leader
Takes a lot of money & time
Example: Coke & Pepsi

2. Big fish, smaller pond

Niche market within a larger market that is being underserved where there is a larger player who's not meeting a specific need.
Plus-point: the audience has a frame of reference
Down-side: the market leader could match your offer

3. Reframe the market

Reframes an existing market in new terms.
Makes the benefits highlighted by previous market leaders irrelevant / boring.
Works if the product / service features innovation or if there is a change in market need / expectation.

4. Change the game

Reserved for when there is no market category for what you do.
You are the first of your kind & you get to invent your market!
Example: when people say things like "I'm uber-ing it" instead of booking a taxi/uber.
Advantage: you'll be the default market leader.
Downside: without any major barriers (patents or copyrights) people may be able to copy you & beat you before you have a chance to establish yourself.

How to Determine Positioning?

To create a position strategy, you must first identify your brand's uniqueness and determine what differentiates you from your competition.

Positioning vs Differentiation

Positioning (Perception)

Strategic process to determine the place or niche a product occupies in the market.
Focuses on how the brand wants to be perceived in the minds of its target audience.
Often subtle and not always easily detected.

Differentiation (Distinction)

Closely linked to positioning but focuses on standing out from competitors.
Highlights the unique features or qualities that set a product apart.
Happens whenever consumers choose between similar products in the same category.

If you can answer these questions, you have a brand!

Who are you?
What do you do?
Why does it matter?

7 Key Steps to Effectively Clarify Your Positioning in the Marketplace

Determine how your brand is currently positioning itself
Identify your direct competitors
Understand how each competitor is positioning their brand
Compare your positioning to your competitors to identify your uniqueness
Develop a distinct and value-based positioning idea
Craft a brand positioning statement
Test the efficacy of your brand positioning statement (see 15 criteria)

4 Essential Elements of a Best-in-class Positioning Statement

Target Customer: What is a concise summary of the attitudinal and demographic description of the target group of customers your brand is attempting to appeal to and attract?
Market Definition: What category is your brand competing in and in what context does your brand have relevance to your customers?
Brand Promise: What is the most compelling (emotional / rational) benefit to your target customers that your brand can own relative to your competition?
Reason to Believe: What is the most compelling evidence that your brand delivers on its brand promise?

For [target customers], [company name] is the [market definition] that delivers [brand promise] because only [company name] is [reason to believe]."

Sample:

For World Wide Web users who enjoy books, Amazon.com is a retail bookseller that provides instant access to over 1.1 million books. Unlike traditional book retailers, Amazon.com provides a combination of extraordinary convenience, low prices, and comprehensive selection.

Brand Positioning Statement vs Tagline

A strong brand positioning statement helps shape your tagline or slogan.
Positioning statements are internal. They guide marketing and business decisions.
Taglines are external. Used in advertising and public communication.
A tagline can be inspired by the positioning statement, but they are not the same thing.

[Instructions]

[Tasks]

Task 1: Breaking Brand - Case Study (20%)

Week 1 - Week 3

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

We have chosen LEGO for our case study.

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)

We started by compiling our research in a Google Docs. We have also equally divided the specific parts to research on. I was in charge of:

Expanded Brand Profile:

6. Distribution

7. Brand Positioning Statement

8. Brand Voice

9. Brand Communication Strategy

Fig. 2. Lego Brand Research (Week 2: 29/9/25)

Once we have finished our research, we started creating the presentation slides in Canva, just transferring all the information into a slide format.

Fig. 3. Lego Brand Research Presentation (Week 3: 7/10/25)

We presented our findings in Week 3 during tutorial / practical.

Task 2(A): Logo Research

Week 3 – Week 5 (Research)

Goal: Collect 28 logos over 2 weeks (2 logos per day)

Method:

The first two logos you see each day (outside your house, browsing online, driving, etc.) If you’ve seen a logo before, skip it and find a new one.

For Each Logo, Document:

1. Logo Type

Logotype (wordmark)
Logomark (symbol/icon)
Combination, etc.

2. Style

Descriptive
Abstract
Other styles

3. Graphic Elements

Describe the shapes, symbols, or design features used

4. Colour Scheme

Warm or cool colours
Primary, secondary, or tertiary colours

5. Typography

Describe the typeface or style of the text used

BCI T2A Logo Research

Task 2(B): Logo Development

Week 6 (Development)

Ideation

In the second part of Task 2, we were required to develop our own logo design based on a chosen brand or occupation.

I began by listing down all the things that I personally find interests in.

Fig. 4. List of Things I'm Interested In

I managed to narrow it down to 3 categories:

1. Park / Garden

2. Pottery

3. Exhibition / Event

Fig. 5. Brand Identity Concepts Mindmap

After showing my ideas to Ms. Vitiyaa, she mentioned that the community pottery studio concept seems more doable. I originally planned to create a brand identity for an eco conservatory park, but after thinking it through, I realised that developing a full park identity would be quite complex. So I decided to move forward with the community pottery studio idea instead.

Fig. 6. Refined Brand Identity Concept Mindmap

After a lot of indecisiveness, Clayfolks Studio felt like the best name I could come up with. Since community is a huge part of this brand, I wanted the name to subtly suggest togetherness and a welcoming vibe. “Clayfolks” hints at people coming together through clay, which fits the spirit of the studio really well.

Fig. 7. Clayfolks Studio Logo Sketches

[The sketches marked with red are approved by Ms. Vitiyaa]

Then, I finally began sketching out the logo ideas. I wanted them to have a slightly rustic feel, with textured or irregular edges to match the handmade nature of pottery.

Digitalisation

I digitalised the logo in Illustrator using the Bayon typeface for the text. By Week 11, I decided to refine the logo again at the last minute. Compared to the first version, the updated logo has more breathing space between the pot shape and the type, which makes the overall composition feel more balanced. I also slightly rounded the corners of the letters to match the soft, rounded form of the pot, which I think helped the whole logo feel more cohesive.

Fig. 8. Logo Digitalisation Process: First Version & Second Refined Versions

I started the logo by doing the text first before adding the pot silhouette. For the text, I used Bayon typeface, I rounded the corners and also adjusted the letter spacing and kerning.

Fig. 9. Logo Construction & Space Rationalisation

For the brand colours, I wanted to an earthy palette but also not too muted at the same time. So I went with a terracotta orange as my primary colour, which is paired with a light cream colour.

Fig. 10. Testing Out Different Colour Palette

Fig. 11. Finalised Brand Colour Palette

Fig. 14. Task 2(B) Logo Development Compilation (PDF)

Full Submission Link: Here

Task 3: Positioning & Identity

Week 6 - Week 9

1. Brand Profile

Introduction

The studio offers both monthly subscriptions for shared access to the space and materials, as well as guided workshop sessions for those who prefer structured, one-off experiences.

The brand aims to feel warm, inclusive, and welcoming to reflect an environment that encourages connection, experimentation, and celebrate the joy of handmade work.

Brand Story

Clayfolks Studio began with a simple idea. Pottery should feel accessible and communal rather than something people must pursue alone. The studio offers a shared space where makers can explore clay without the heavy cost of setting up their own kiln or renting a personal workspace. Both regular members and first-time learners use the same tools materials and environment which creates a natural sense of connection and exchange. Through open studio access and beginner friendly workshops Clayfolks supports growth at every level while keeping the heart of the craft rooted in slow work shared knowledge and the warmth of a neighbourhood creative community.

Vision

To build a neighbourhood creative space where pottery feels accessible to everyone and where community grows through shared craft and mindful work.

Mission

To provide an open studio with shared tools and guidance so people of all levels can explore pottery learn from one another and enjoy the calm pace of handmade work.

Target Audience

1. People who want a creative and hands on
2.Individuals or groups who seek a calm and meaningful shared experience.
3.Regular makers who want flexible access to a shared pottery studio.

Brand Values

Community (A space where people feel welcome, supported, and connected)
Creativity (Encouraging exploration, expression, and joyful making)
Inclusivity (Open to beginners, hobbyist, and experienced makers)
Craftsmanship (Celebrating the beauty of handmade work and the creative process)
Slow Living (Promoting mindfulness, rest, and the joy of making things slowly and intentionally)

Brand Personality

Warm & Welcoming
Creative & Playful
Community-Centered
Down-to-Earth
Eccouraging & Supportive

Unique Selling Point

Clayfolks Studio provides a flexible pottery experience through monthly studio subscriptions and one-time guided workshops. With access to shared studio facilities and equipment, makers can practice regularly without the demands of maintaining their own setup. This allows Clayfolks to function as both a community hub and an accessible creative space for makers of all commitment levels.

Brand Positioning Statement

Clayfolks Studio is a warm, community-driven pottery space shaped around the idea of a neighbourhood studio. It exists as a place where people can slow down, work with their hands, and spend time creating alongside others through clay. Rather than feeling instructional or exclusive, the studio is designed to feel open and human, where making is unpressured and connection happens naturally. Clayfolks positions itself as a welcoming creative space that values simplicity, inclusivity, and shared experience.

Logo Rationale

Clayfolks Studio is a community pottery studio built around shared creativity and open access to making. It’s a space where people of all skill levels can come together to learn, explore, and enjoy working with clay at their own pace. The studio offers both monthly subscriptions for shared access to the space and materials, as well as guided workshop sessions for those who prefer structured, one-off experiences. The brand aims to feel warm, inclusive, and welcoming to reflect an environment that encourages connection, experimentation, and the joy of handmade work.

The Clayfolks Studio logomark brings together a bold, stacked wordmark with a simplified pottery vessel to express the idea of gathering around clay. The pot shape features slightly roughened edges to mimic the natural imperfections of hand-formed ceramics. For the text, the Bayon typeface was refined by softening its corners which balances between its sharp, modern form and the organic qualities of pottery. The stacked layout keeps the logo compact and recognisable, while the vessel shape ties the entire mark back to the studio’s core identity. Overall, the logo presents a cohesive, grounded presence that reflects Clayfolks as an inviting, community-focused space for people to create and grow.

2. Mood Board

Fig. 15. Clayfolks Studio Moodboard (Images from Pinterest)

3. Design Brand Applications

Fig. Corporate Stationery - Business Card (Square)

Fig. 16. Corporate Stationery - Business Card (Horizontal)

4. Additional Brand Collaterals

Fig. 17. Collateral - Apron

Fig. 18. Collateral - Totebag

Fig. 19. Collateral - Loyalty Card

Fig. 20. Collateral - Logo Stamp

Fig. 21. Collateral - Wrapping Tissue

5. Digital Presence & Environmental Graphics

Fig. 22. Digital Presence - Website (Homepage)

Fig. 23. Digital Presence - Social Media (Instagram)

Fig. 24. Environmental Graphics - Signage #1

Fig. 25. Environmental Graphics - Storefront Display Stand

Fig. 26. Environmental Graphics - Storefront Window

Final Project: Brand Guideline

Fig. 29. Brand Guideline Presentation (PDF)

Fig. 30. Brand Guideline Book (PDF)

Clayfolks Studio Brand Guideline Book (FLIPHTML5)

[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:

Finish up research and start presentation slides.

Specific Feedback:

N/A

Week 3 (7/10/25)

General Feedback:

[Submission & Presentation Week] Presentation done during tutorial/ practical.

Specific Feedback:

Ms. Vitiyaa mentioned the Unique selling Preposition (USP) and Brand Voice section needs to be corrected. The slides has been submitted to the Google Drive once corrected.

Week 4 (14/10/25)

General Feedback:

[Absent for Class] I was informed that Task 2 briefing + analyse 28 logos and create a mind map to concept out the topic we want to do for T2(b)

Specific Feedback:

Reminder: Send in concept for Ms. Vitiyaa to approve via Teams.

Week 5 (21/10/25)

General Feedback:

I showed Ms. Vitiyaa 5 of my concepts for approval via Teams. She commented that the pottery studio concept seems ok.

Specific Feedback:

I decided to proceed with pottery studio concept and start refining the concept mindmap and moodboard.

Week 6 (28/10/25)

General Feedback:

I completed Task 2(a). I also refined my mind map of final 2 chosen idea

Specific Feedback:

N/A

Week 7 (4/11/25)

General Feedback:

I continued working on my sketches as I felt like I did not explore enough.

Specific Feedback:

N/A

Week 8 (11/11/25)

General Feedback:

Shown sketches #2, Ms Vitiyaa has approved a few logos that I can proceed with. I have chosen

Note: need to speed up progress

Specific Feedback:

Started digitalising logo in Illustrator

Week 9 (18/11/25)

General Feedback:

I continued to finish up Task 2

Specific Feedback:

N/A

Week 10 (25/11/25)

General Feedback:

This week I finished up Task 2 and also started working on the presentation at the same time.

Specific Feedback:

N/A

Week 11 (1/12/25)

General Feedback:

This week I continued working on the brand guideline presentation and also the book at the same time.

Specific Feedback:

Ms. Vitiyaa said to finish everything by next week.

Week 12 (9/12/25)

General Feedback:

[Submission Week] We presented our Task 3 brand guideline in class. Need to speed up on my progress as I have not finished designing my book yet.

Specific Feedback:

N/A

Week 13

General Feedback:

[Submission Week] This week I finally handed in my book and also updated my blog for submission.

Specific Feedback:

N/A

[Reflection]

Task 1: Breaking Brand

This task is a pretty good way to start this module. Researching a brand’s logo and preparing a presentation made me realise how much thinking actually goes into building a brand identity. Before this, I mostly saw logos as just visual outcomes, but this task pushed me to look deeper into why certain design choices are made and how they connect to the brand’s values and personality. Analysing the brand profile also helped me understand how these decisions influence how consumers see and feel about a brand. Overall, this task helped me shift my mindset from just designing something that looks nice to designing with intention and meaning.

Task 2: Logo Research & Development

The logo research was especially interesting because I realised I usually don’t pay this much attention to brands in everyday life. Breaking down different logos made it clear that a logo really acts as the face of a brand, and the design choices play a big role in shaping its personality and how it is perceived. I became more aware of how elements like type, form, and overall style communicate certain impressions even before people engage with the brand itself.

The second part of the task, which focused on logo development, was more hands-on and enjoyable since we had the freedom to create our own brand. While it was exciting, I initially struggled with deciding on a concept because there were many directions I wanted to explore. so I had to think more carefully about what kind of brand story and personality I wanted to build before moving into the visual stage, which made the design process feel more intentional rather than rushed.

Task 3: Positioning & Identity

The final task which is creating the booklet and full brand guidelines was definitely the most complicated and time consuming part of this module. There were many details to think about at once, from the layout structure and typography to spacing, margins, and print considerations. Because of time constraints, I felt quite rushed while working on it, and I don’t think the final outcome fully reflects my usual standard of work. I spent a lot of time going back and forth making small adjustments especially with text sizes, alignment, and overall consistency which slowed down my progress even more.

Throughout this process, I realised how demanding brand guideline design actually is. Every small decision affects clarity and usability, and trying to make everything feel intentional made it hard to move on quickly. This made me more aware of how important planning and time management are, especially for design systems that involve multiple components. Although the process was stressful, it helped me understand the level of precision and discipline needed when designing professional brand guidelines, and this final task also showed areas where I can improve in future projects.

Thank You

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Kimberly Miaw Jya Nee (0366836)