17/4/2024- 15/5/2024 / Week 1 - Week 4
Song Yang/ 0355576
Advanced Interactive Design / Bachelor of Design (Hons) in Creative Media / Taylor's University
Task 1: Breaking Brand
INTRODUCTION
LECTURES
Lecture 1: Introduction
Brand Corporate Identity focuses on the visual integrity of a brand.
This module introduces students to the basics of identity design and the effective use of symbols in the area of visual communication.
"A symbol is a mark, sign, or word that indicates, signifies, or is understood as representing an idea, object, or relationship."
This module aims to introduce to us students about the basics of identify design. It will be covering the breaking down of an established brand, and the mastery of the processes involved in brand creation.
Lecture 2: Brand
When it comes to the word 'brand', there seems to be a lot of confusion in describing it. While many brand and marketing experts and senior designers have a basic understanding of what a brand means, most designers may find themselves confused.
What is a Brand Identity?
When people talk about brand identity, it is commonly referred to the "gut instinct" where the image or messaging is associated with the product, service, organisation or person. While the gut feeling is one aspect of the brand's identity, the other is its 'visual identity'. Visual Identity is what helps to manage the message or image or gut feeling. Brand identity is the collection of all elements that a company creates to portray the right image to its customer.
What is Branding?
"Branding is the process of giving a meaning to specific organisation, company, products or services by actively creating and shaping a bran in consumers' minds. It is a strategy designes by organisations to help people to quickly identify and experience their brand, and give them a reason to choose their products over the competition's"
Branding can be achieved through:
Brand definition: purpose, values, promise
Brand positioning statement: what your brand does, who is your target, etc.
Brand identity: name, tone of voice, visual identity design (logo design, colour palette, typography)
Advertising and communications: TV, radio, magazines, outdoor ads, website, mobile apps
Product design
Sponsoring and partnerships
In-store experience
Workspace experience and management style
Customer service
Pricing strategy
Benefits of branding:
Helps to standout in a saturated market
Gives you credibility
With a clear brand, you can charge what you are worth
Leads to customer loyalty
Leads to returning customers & referrals
Consistency
Helps to attract your ideal clients
Save money and time
Give you confidence in your business
Easier to introduce new products / services
Gives you a clear strategy for moving forward
What is a designer's role in branding?
Designers are 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. The visual identity that a designer creates constitutes the face of the brand.
A designer's role is to give form to the content, strategy and messaging. For the designer, this means researching about the history of client and product, and understanding the target market and more as well as the development of a trademark.
To achieve consistency in a message, a 'design programme' is necessary to ensure that a visual identity is developed and is coherent and cohesive in its application across products and services of the organisation or person.
Lecture 3: Types of Marks
Term: Logo
The term 'logo' is short for logotype. It was used because it sounded cool, but most of the time what people really mean is trademark, whether the term is a logo, symbol, monogram, emblem, or other graphic device.
What is commonly understood is that a logo is a symbol made up of text and images that identifies a business / service/ product/ person.
Task
In the first class, our task was to escape the company of four people and conduct research on a company. The four of us were very interested in Nestle, because it is a brand with a long history and a very popular brand, so we continued to carry out research.
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| Fig 1.1 Part Delegation |
After looking through the research parts that we had to do, we began to split it up amongst the four of us. We tried to group the relevant sub-topics together as it would be easier to find the information while researching. For the information that I had found on the Internet, I would paraphrase them and leave the reference link below my part so that it is easier to refer back when needed.
Once we added the research to the Google Doc, we started creating our personal slideshows. I used a template I found on Canva that I thought would fit Nestle's historic vintage style. I also tried to fill in the gaps in the slides by adding retro illustrations to make it look more nostalgic and special.
FINAL OUTCOMES
slides link： https://www.canva.com/design/DAGEjoYs3VQ/9_GOdcIH97WFDpdtu3J26A/view?utm_content=DAGEjoYs3VQ&utm_campaign=share_your_design&utm_medium=link&utm_source=shareyourdesignpanel
FEEDBACK
Week 2
Our lecturer mentioned that we have to research as a group but the slides are to be done individually.
Week 3
Public holiday
Week 4
Slides rely heavily on research results and need to be shortened, summarized in your own words, and give examples.
REFLECTION
Experience
In the process of researching Nestle, we first collected a large amount of background information, including Nestle's history, product line, market strategy, etc. We used a variety of research methods, including literature review, data analysis, and case studies. During this process, we encountered some challenges, such as data reliability and accuracy issues. To overcome these challenges, we checked multiple data sources and held discussions with group members.
Observations
Through our research, we observed that Nestle has a strong brand presence in the global market, especially in the food and beverage industry. We also noticed that Nestle adopted different strategies when facing different markets. For example, in emerging markets, Nestle pays more attention to the development and marketing of localized products, while in mature markets, Nestle emphasizes the health and sustainability of products. In addition, we found that Nestle has also invested significantly in digital marketing to interact with consumers through social media and online platforms.
Finding
Through our research, we draw several important conclusions. First, Nestle's success relies heavily on its strong brand value and broad product line. Secondly, Nestle's continued efforts in supply chain management and R&D investment enable it to maintain a competitive advantage. However, we also found that Nestle faces some challenges, such as market saturation, increasing consumer health awareness, and increasing environmental protection requirements. In the future, Nestle may need to further strengthen its investment in healthy food and sustainable development to adapt to market and consumer needs.
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