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MLIKEU
This is my college assignment on logo and brand design.
Overview: The course allowed me to participate in hands-on research activities while designing a fictional brand through simulated production of logos and brand designs for an actual brand.
Reflection: Designing logo ideas through hand sketches first before computer transfer proved most valuable to me since I previously had depended solely on digital design. This work helped me gain significant knowledge about brand research methods and how to develop an independent identity from research findings.
Part 1
BRAND REVIVALS – HAND DRAWN LETTER FORMS & SIGNS
1. Overview
Project Goal: To redevelop a defunct international brand (or conceptualize a new one, like "MLIKEU" ) as an Adidas subsidiary, specifically targeting the contemporary Vietnamese market through hand-drawn logotypes and monograms.
Focus: Initial approach to business identity for children's prosthetics, emphasizing hand-drawn letterforms and typographic awareness.
Brand Concept: MLIKEU - A subsidiary focused on prosthetics for children.
Business Field: Prosthetics, specifically for children.
Target Audience (Character): Children, aiming to help them integrate and engage with peers.
Brand Identity Research:
Values (General): Innocent, Connection, Joyful. The aim is to offer something valuable to help children engage.
Assets: Prosthetic limbs (arms, legs, hands, feet) to replace function or for cosmetic reasons. Includes solution-based gadgets for daily tasks, sports, and hobbies.
Spaces (Touchpoints): Playgrounds, Kindergartens, Schools. Early childhood intervention programs and support services are key environments.
2. Research & Inspiration
Contemporary Vietnamese Market Trends & Values:
Cultural Narrative Inspiration: The Vietnamese fairytale "Coconut Skull" (Sọ Dừa), where the protagonist So Dua was born differently (only a head) and faced being called a "monster," yet still desired to contribute, provides context on potential societal views and the importance of inner worth and capability. (Source: saigoneer.com, n.d.).
Core Market Value Focus: Emphasizing the feelings and desires of children with disabilities to have a life similar to their peers and to be seen as equals.
Brand Name Rationale: The brand name "Mlikeu" was derived directly from this insight, meaning "I am like you," to resonate with the desire for inclusion and connection within the Vietnamese context.
Inspiration:
Conceptual Landscape: Enclosed garden, suggesting a safe and nurturing environment.
Visual research included imagery related to prosthetics, children, and garden landscapes.
Logotype Development:
Exploration of different typographic approaches for the company name "MLIKEU" / "Mlikeu".
Experimentation with All Capitals vs. Capitals and Lower Case formats.
Development of both horizontally aligned and vertically stacked configurations
Initial font combination ideas included Kanit + Nunito and Nunito + Ubuntu.
Monogram Development:
Ideation and developmental sketches for two distinct letter monograms based on the brand concept.
Exploration of forms suitable for positive and negative application.
3. Sketch & Ideation
4. Final Design
Logotype 1: Final inked drawing showing two typographic approaches using All Capitals (incorporating horizontal and vertical arrangements as per assignment brief). Based on concepts like those shown using Kanit + Nunito / Nunito + Ubuntu.
Logotype 2: Final inked drawing showing two typographic approaches using Capitals and Lower Case (incorporating horizontal and vertical arrangements). Based on concepts like those shown using Kanit + Nunito / Nunito + Ubuntu.
Monogram 1: Final inked drawing (A4) showing the positive and negative versions of the first monogram concept.
Monogram 2: Final inked drawing (A4) showing the positive and negative versions of the second monogram concept.
Part 2
VECTORIAL DRAWING
FOR LOGO DESIGN
1. Overview
Project Goal: To continue the redevelopment of the brand concept "MLIKEU" as an Adidas subsidiary for the contemporary Vietnamese market, focusing on children's prosthetics. This phase explores brand identity through the creation of six distinct types of vector-based logos.
Focus: Experimentation and development of Monogram, Logotype, Pictorial, Abstract, Mascot, and Emblem logos using vector drawing techniques (Adobe Illustrator). Includes initial exploration of typography and color application for the brand.
Core Brand Foundation: Reiteration of the brand established in Part 1:
Subsidiary Focus: Prosthetics.
Target Audience (Character): Children.
Values: Innocent, Connection, Joyful. Aiming to help children integrate and feel comparable to peers.
Assets: Prosthetic limbs and related assistive gadgets.
Spaces: Children's playgrounds, Kindergartens, Schools.
Vietnamese Market Context: Addressing the desire of children with disabilities to feel included ("I am like you"), inspired partly by cultural narratives like Sọ Dừa. Brand name "Mlikeu" derived from "I am like you".
Part 2 Specifics: Exploring how these core elements can be represented through six different logo formats: Monogram, Logotype, Pictorial, Abstract, Mascot, and Emblem.
2. Research & Inspiration
3. Sketch & Ideation (Referencing Design Narrative/Journal)
Overall Process: Documentation of brainstorming, mind mapping, visual inspiration gathering, annotations, and development pathways for each logo type (as detailed in the curated design journal). Evidence of both hand-drawn and digital vector sketching stages.
Logo Type Explorations:
Logotype: Development using Kanit and Nunito fonts, chosen for readability and friendly feel. Refinement using a grid system based on the letter 'U'.
Monogram: Combining 'M' and 'U' to visually represent the brand's core message "I am like you".
Pictorial: Concept based on sign language for "butterfly" (linking to 'enclosed garden' landscape). Uses imagery of a real hand (fingerprint) and a prosthetic hand (tech pattern) to symbolize connection.
Abstract: A simplified form derived from the pictorial logo, resembling a small butterfly and combining fingerprint/tech elements. Developed using the golden ratio.
Emblem: Combining symbols of a butterfly (representing landscape/nature) and a cross (representing medicine/health).
Mascot: A stylized, friendly butterfly character suitable for children. Incorporates prosthetic arms and medical cross symbols to link directly to the subsidiary field.
Typography Experiments: Initial testing of typefaces (Kanit, Nunito) for logos and potential headline/running text use, exploring modern, readable sans-serif options with rounded corners for friendliness.
Color Experiments: Preliminary exploration of 2-color (Persian Green, Raspberry Pink) and 3-color (Tulip Pink, Lemon Chiffon, Hippie Blue) palettes, with rationale based on associated meanings (e.g., safety, health, love, playfulness, happiness, trust).
Presentation of the six early-stage finalized vector logos, one for each category, rendered in black and white.
Finalized Monogram
Finalized Logotype
Finalized Pictorial Logo
Finalized Abstract Logo
Finalized Mascot Design
Finalized Emblem Logo
4. Final Design (Early-Stage Finals)
Part 3
LOGO PRESENTATIONS & BRANDSCAPES
1. Overview
Project Goal: To complete the final phase of redeveloping the "MLIKEU" brand concept as an Adidas subsidiary for children's prosthetics in the contemporary Vietnamese market. This involves refining the chosen logo and creating a comprehensive "folded brandscape" to present the brand identity and strategy.
Focus: Synthesizing brand values, assets, and spaces into key visuals and a values statement presented through an innovative folded brandscape (100cm x 20cm). Finalizing the core visual identity elements (logo, color, typography).
Established Brand Context (Recap from Part 1/Part 2 & Part 3 Narrative):
Brand: MLIKEU (Meaning "I am like you").
Subsidiary: Prosthetics for children.
Target Audience (Character): Children in Vietnam needing prosthetics.
Values: Innocent, Connection, Joyful. Focus on integration and enabling participation.
Assets: Prosthetic limbs and solution-based devices for daily tasks, sports, and hobbies.
Spaces: Children's playgrounds, Kindergartens, Schools, intervention programs.
Market Context: Addressing feelings of children with disabilities in Vietnam, drawing inspiration from cultural narratives (e.g., Sọ Dừa).
Part 3 Goal: To visually synthesize these researched elements into a cohesive and compelling brandscape.
2. Research & Inspiration
3. Sketch & Ideation (Referencing Design Narrative)
Logo Refinement Process:
Detail the process of selecting and refining the chosen logo from the six options developed in Part 2 (e.g., focusing on the pictorial/butterfly hands logo, which features prominently in the brandscape).
Brandscape Development:
Sketches and digital iterations of the 100cm x 20cm brandscape layout.
Document the development of specific brandscape elements:
Key Visuals: Integration of the pictorial logo, mascot, abstract patterns.
Illustrations/User Profiles: Depicting children using prosthetics in various activities.
Patterns/Textures: Use of the abstract logo as a fence/pattern element.
Image-Text Relations: Combining taglines ("Enable your child to reach their full potential", "A DEVICE FOR ANY ACTIVITY") and value words ("CONNECTION", "JOYFUL", "INNOCENT") with imagery.
Typographic elements: Planning for titles, slogans, and the running paragraph design statement within the brandscape layout.
Refined Logo: Present the finalized, refined vector logo chosen for the MLIKEU brand.
Visual Identity Elements:
Typography System: Final definition of typefaces (e.g., Kanit, Nunito) and usage guidelines for headlines, slogans, running text, etc., as used in the brandscape.
Color Scheme: Final primary palette (Tulip Pink, Lemon Chiffon, Hippie Blue) and any defined secondary/extended colors, with rationale.
Brandscape:
Presentation of the final 100cm x 20cm Brandscape PDF.
Include the required 6 views showing folded and unfolded states, recto and verso (as shown conceptually in the Design Narrative).
Highlight how it visually synthesizes brand values (Innocent, Connection, Joyful), assets (solution-based devices), spaces (implied environments), logo applications, color scheme, typography, patterns, illustrations, and keywords/taglines.
4. Final Design
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