Brand Corporate Identity/Task 2

05.04.2023~ 10.05.2023  ( Week 01 ~ Week 06)

Lum Qian Tong 0344309 Bachelor of Design in Creative Media

Brand Corporate Identity

Task 2/ Logo

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Instruction

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Project 2A

~We were given 28 different logos for research. For the next two weeks, we have to do two logos every day. The 28 logos analyses I worked on are as follows.

Research & Analysis

Project 2B

Week 03 ~ Week 05

: Ideas in Mindmap

~ We have been given the task of using mind maps in order find crucial keywords or crucial imagery before we begin sketching. We will only be able to continue develop our ideas into sketches if we start there.

Mindmap Miro 

During completing of Task 2A, it is vital to draw sketches for our logo concepts. A minimum of 20 sketches per week must be shown, with the final aim of making them into digitalized logos. The first step in designing a logo is to uses mind maps to organise the concept, shapes, colour scheme, and elements. Subsequently, various ideas are explored and developed due to the creation of sketches.

The sketches will go through a process of improvement from my classmates and Ms to identify a selected amount of acceptable ideas and concepts, which then will be transformed into digitalization through different methods.

Figure1.0 The Moment we choosing the sketches 

Sketches

~ Due to the fact that I was unwell and went on a trip with my parents during the first week, I was only able to completely sketch 10 drawings. As a result, my work was delayed.

Figure2.0    1 to 10

~The most interesting is 1,8,9 due to I try to play a human face combine with the letters "O,L,D" and form into an old man. 

Figure3.0    1 to 12 Sketch 

~The clock design shown in number 10 was also chosen because of its design and considering that it has some link to the antique shop.

Figure3.1    13 to 24 Sketch 

~The Genie idea is represent magical inheritance, just like antiques connecting the past, I also using the old man face in it.

~In addition, because of the Genie, I am reminded of the magic lamp, and as an outcome, I sketch a vase/ jar that is related to the shop.

Figure3.2    25 to 35 Sketch 

~After the feedback, I process the sketch and thinking some ideas back to the old man concept in study room.

Figure3.3    36 to 40 Sketch 

~Explore more and more.

Figure3.4    41 to 52 Sketch & Digitize

Sketch & Digitize Progress

Logo Development 

Figure4.0    Upgrade the Logo

~To try to figure out which typeface would work best to replace the script typeface, I experiment with many different typefaces. Moreover, I use a grid line to ensure that my logo is well balanced. In the final stage, I also experiment with a few of color palettes on it.

Finalize

Figure5.0  Logo in BW

Figure5.1   Logo in Reverse

Figure5.2  Logo in Colour

Figure5.3 Logo with Space Rationalization

Figure5.4  Logo with Clearspace

Figure5.5  Logo with Grids

Figure5.6  Logo with Strapline

Figure5.7  Logo with Rationale (brand ideals)

Figure5.8   Logo min. size

Figure5.9 Primary & Secondary Colours

Figure5.10  Logo’s or Brand’s Typeface

Figure5.11  Patterns derived from logo

Figure6.0  GIF Logo

~I use the stamp effect to do my  gif.

The Various Evolution of the Draft Logo

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Feedback

Week 3

General Feedback

~ The form is not very clear due to can't see the brand name. The most interesting is number 1,8,9 look like a face (the old man) expect with human face and trying to combine with letter but still need some exploration. So, I need bring the ideas forward 1,8and 9.

~ 3, 4 and 5 also can go with the clock ideas. So, I give 30 sketches next week.

Week 4

General Feedback

~ Last week, I was trying to use O,L,D to create a form and I mistake draw too much details for the inspiration. The Genie doesn't related to antique. My idea "Genie" related is too long. So, I can't choose this idea. Classmates like the clock logo but I concern that people will misunderstanding clock store. So, I don't want to go to that idea.

~Num 22, the jar/vase is nice also can explore some design will look like a jewelry store. Next week, do more type exploration like Tomaz but I might limiting myself, I could have potentially on interesting on brandmark. I can apply the stroke ideas that I can play. The one with tongue can be a logo but not for antique shop.

Week 5

General Feedback : 

~I'm too rush to putting the colour on my logo so it is a wrong mistake due to it will distract by the colour. Ms remind me put the sketch in google drive, blog, document to show the progression to prevent I forget. I can combine 1st idea and another old man more solid. The 1st design's house is a little bit distraction, Ms afraid when I make it smaller a lot of detailed can't been seen, some of the line qualitied as well. The face expression more organic in 2nd and can feel quality is good. So, it is good to combined it together. I need to reconstructed it, try out more different typefaces that something more solid.

Week 6

General Feedback: 

~ In term of how I work I think like an artist, but as a graphic designer our role is designing something to fix problems. Whatever we do need a sense of direction must have a why. So, I need to skip at this stage, I need to focus on the old man idea.

~The space I did make the logo quit balance. I need to concern about the script typeface because I arrange it curved the letter between is inconsistent the "LL" stuck together, change it to outline either that change to other typeface. Overall, is good adjust a bit stroke.

~The GIF need communication with the brand.

Week 7

General Feedback: 

~2A Commendable effort in categorising research into various brand mark types. Some parts of analysis reflect critical thoughts while other reads like research that may have been presented word for word. Overall, well considered with room for improvement in deeper analysis. 2B Unable to demonstrate space rationalisation while artwork created to visualise clear space could also reflect a slight lack of understanding due to the placement of the hat component to measure up. Logo with grid is not one of the given frameworks for the logo system and reflects poor understanding as it is actually closer to how the space used would be rationalised. Provide measurement for logo minimum size for context. Additionally, the smallest size proposed demonstrates illegibility of word mark and other type components. Brand typeface is not accurate (not the logo typeface). Weak pattern designs (neither accurate or cohesive with brand).

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Reflection

Experience: It has been a long time since I have discussed and given opinions with everyone in the classroom because there are only individual consult and group project for discussion each time. 

Observation: I've noticed that there still a lot that we need to learn and become more professional.

Finding : I'll seek feedback from others who have expertise in the skills you are working on.