Day 1

Day 1


Description

This lesson will focus on the discussion and knowledge sharing about brand identity. From the visible brand identity to the non-visual elements of the products that will be cultivated in consumers mind. The output of this learning activity shall be a brand logo presented in the class and will be assessed and scored by peers based on the five principles of logo design.


Objectives

a. To conceptualize a brand identity.

b. To create a logo design.

c. To participate in peer assessment using the five principles of logo design.


Activities

1. Design your logo in Canva

2. Peer Assessment


TOPIC 1

Brand Identity

By EVAN TARVER Updated April 11, 2022

Reviewed by KHADIJA KHARTIT

Fact checked by SUZANNE KVILHAUG


What Is Brand Identity?


Brand identity is the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers' minds. Brand identity is distinct from brand image. The former corresponds to the intent behind the branding and the way a company does the following—all to cultivate a certain image in consumers' minds:

  • Chooses its name

  • Designs its logo

  • Uses colors, shapes, and other visual elements in its products and promotions

  • Crafts the language in its advertisements

  • Trains employees to interact with customers


Understanding Brand Identity


Brand identity in many ways is the visual (symbol or illustration) aspect of a brand. Think of the Nike 'swoosh' or Apple's apple—those are two instances where the identity of a brand is connected with a symbol or visual aspect.

Building brand identity must have a strong visual image to link the brand. A brand identity is compiled of various branding elements. When you put them together, the identity in many ways is the mascot of your brand.

It is how a company expresses and describes itself from the images on its marketing materials, the colors that represent the brand, and how a company markets itself on social media. A strong brand identity strengthens a company's popularity and presence in a competitive market.


Reference: Tarver, E. (April 2022) Brand Identity. Retrieved from https://www.investopedia.com


TOPIC 2

PRINCIPLES OF LOGO DESIGN


1. Simple


Your logo needs to be easily identifiable at a glance. Allow for changes of size and color. Good logos deliver something unexpected and are unique without being complicated.

Starbucks, this logo is universally recognized worldwide. The story behind the Starbucks logo gives it a very unique quality among its contemporaries. Can you think of any other globally known coffee company that has an identity as unique as the Starbucks logo where the story and values permeate the identity in a simplistic way? The execution of the logo is clean symmetrical and its application into multi purpose usage backs up how simple the visual representation is.


2. Memorable

An effective logo should be memorable. Keep it simple and appropriate to the nature of the business. The Audi logo has a global presence. Children from a very young age play games in memorizing what cars they recognize via their identity.



3. Timeless


An effective logo should be timeless and should avoid trends. It should last the test of time. How will your logo look in 10 years time?

The London underground logo is timeless. The identity is over 100 years old and has worldwide iconic status, it’s application of use is still going strong.




4. Versatile


A good logo can be used in a variety of sizes and colors. Your logo should have the versatility to appear on collateral for a pen to a plane. This dramatic physical scale in usage demonstrates how an identity needs to work across a wide scope of collateral.




5. Appropriate

A professional logo should be fit for purpose. The logo should be appropriate for the intended audience. For example a logo for a toyshop could be colorful and playful in its execution however, the same wouldn’t apply to a law firm.



Reference:

Marianne (July 5, 2016) 5 Principles of logo design. Feeling Peaky. https://www.feelingpeaky.com/5-principles-of-logo-design/



TOPIC 3

DESIGN THINKING

TOPIC 4

USING CANVA

WORKSHOP