Brand Corporate Identity - Task 4

 

Week 10 -Week 13 
Tai Tong En / 0363164
Brand Corporate Identity / Bachelor of  Design (Hon) in Creative Design 
Task 4 : Brand Guideline

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INSTRUCTION

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WEEK 10

Task 4 - Brand Guideline

Brand Guideline - Instruction

• Create a simple brand guideline. 
• Take note that a brand guideline is different from a corporate identity system. 
• The latter is more complex and tends to be used for large multinational corporations, whereas a brand guideline is a concise and bespoke guideline for smaller and younger companies or brands. 

Brand Guideline - Contents

The content of this task is the same as that completed in another subject, that is - Publishing Design.

Content Including 

• Brand Profile
• Visual Guidelines
• Applications

1) Brand Profile 

• Brand Story
• Vision & Mission
• Target Audience
• Brand Value
• Unique Selling Point
• Brand Positioning Statement

2) Visual Guideline

• Logo in Black & White
• Logo in Reverse
• Logo in Color
• Logo Space Rationalization
• Logo Clear Space
• Logo with Strapline
• Logo with Rationale
• Logo Min. Size
• Primary color & Secondary Color
• Brand's Typefaces
• Pattern Derived from Logo

3) Applications

• Application
• Collateral
• Digital Presence
• Environmental Graphic

References - Layout

Brand Guideline Grid - Indesign

WEEK 10 - WEEK 13

1. Progression of Brand Guideline - Indesign

1.1 Progression - Version 1 - Draft

In crafting the initial version of my brand guideline, I collated all necessary content and commenced arranging their approximate positions. Subsequently, I iteratively adjusted these elements to enhance the overall layout, aiming for a more appealing and organized appearance.

The design process faced several challenges, including limited documentation of development and an over-reliance on initial sketches, which hindered the clarity and depth of the final concept. The brand positioning slides lacked refinement, and the use of color block backgrounds failed to present content effectively. Additionally, there was insufficient understanding of the targeted audience and missing visual references for environmental graphics. The final artwork was inconsistent, relying on poor-quality mockups that didn't accurately reflect the brand identity. The overuse of typefaces disrupted visual coherence, particularly in the typesetting of the brand name, leading to a weak and incoherent brand identity throughout the project.

Version 1 (Before Feedback)

1.2 Progression in  Indesign - Improvement

Version 2 (After Feedback)

1.3 Interactive

I added a navigation bar in the upper right corner of almost every side, with buttons for contents table, Chapter 1-Brand Profile, Chapter 2-Visual Guideline and Chapter 3-Brand Applications. There is a small graphic below, which is extracted from my logo. It is also a button that can navigate to the first page, which is the homepage. Then on the table of contents page, the subtitles attached to each title can also be navigated to the corresponding page. Therefore, whenever you want to repeatedly view the previous corresponding page, you can press the Contents button in the upper right corner to return to the table of contents, and then directly click on the attached page you want to go to in the table of contents.

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WEEK 13

Final Submission - Task 4 - Brand Guideline

1. Final Submission - Brand Guideline - JPEG

2. Final Submission - Brand Guideline - PDF (Interactive)

3. Final Submission - Brand Guideline - PDF (Grid)

4. Final Submission - Published Online

GreenFuel’s Brand Guideline link:

https://indd.adobe.com/view/e95f529e-5224-4e61-aa39-8c2ad7b2b46f

5. Final Submission - Thumbnail - JPEG

6. Final Submission - Thumbnail - PDF

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REFLECTION

Experience 

Reflecting on the development of the GreenFuel brand, I acknowledge that it has been a gratifying and demanding experience. In order to support GreenFuel's objective of offering creative, natural meals that fuel the body with style and sustainability, I first concentrated on developing a visual identity that represented the union of nature and nutrition. Continuous improvement is necessary throughout the design process, particularly when it comes to combining text and visual components to make sure they express the appropriate feeling and message. I struggled to match the brand's tone with the images, so I redesigned it with more sophisticated and unified design elements, such the "GREENFUEL" lettering around the leaves.

Observation
A significant challenge arose with maintaining consistency in the brand’s identity, especially in terms of typography and layout. It became clear that a clean and structured approach was necessary to avoid a cluttered or inconsistent appearance. By incorporating small design elements and ensuring layout flexibility, I was able to maintain the brand’s essence without overwhelming the design. The discovery of interactive PDFs was a breakthrough, allowing me to create a dynamic user experience that mirrors the essence of a website.

Findings

Looking back, the experience taught me the importance of a well-thought-out design process and the need for continuous iteration. While there were setbacks, such as the final project submission without feedback, the overall journey deepened my understanding of how essential consistency, visual harmony, and user experience are in building a brand that resonates with its target audience. Moving forward, I plan to apply these lessons by further refining GreenFuel’s brand identity and exploring more interactive, engaging ways to connect with health-conscious and eco-minded consumers.