Brand Corporate Identity

May 31, 2020

Brand Corporate Identity - Project 2

Project 2 (Week 1 - Week 6)
Brand Corporate Identity
Jason Junior Lim Yung Hsin (034 0569)

Instructions

Project 2 - Logo Design

Week 3

In week 1 we were tasked to fill up a form created by the lecturer to think of an idea for a brand, assuming we were graphic designers, what other product or brand or service would we be doing or providing to the market. I we were to make 3 ideas, and out of the 3 Miss Low said that my photo space idea seemed most interesting.

So in this logo assignment, we were to create a name for our brand and design a logo that would fit best illustrate our brand and create a brand story based on that.

The 1st task was to sketch 20 logo ideas.

Figure 1 - Sketches 01

Figure 2 - Sketches 02

Based on Figures 1 & 2, I had the idea to name my brand "Cof & Cam" short for coffee and camera, but i agreed with Miss Low that "Cof" would be difficult to understand and easily mistaken for "cough". In terms of the logo sketches, number 4 and number 7 were highly considered as no. 4 was based on a cube design to represent the photo rooms, while no. 7 was a designed modelled after old retro accordion cameras. After hearing her feedback on the name, i went deeper into discovering new possibilities for the name.

Week 4

In this week, i discovered that i could use a different language to represent the name of my brand. I googled the words "Light" & "Room" in different languages to see which one had the best sounding words. In the end, I found that french was the language of my choice. Although french or anything french related had nothing to do with my brand, the words sounded nice and rolled off the tongue easily. So in french "Lumiere" & "Chambre" meant light and room respectively. Using the words in full was going to create a name that was too long in text, so i decided to combine the words into "Lumbre". An interesting name that sounded intriguing and might create a memorable brand name.

Then i began to sketch for Lumbre's logo.

Figure 3 - Sketches 03

Figure 4 - Sketches 04

Based on the 2nd set of sketches number 1, number 5 and number 10 were considered 1st. I then went into digitals to help design variants and explore more into the logos.

Week 5

I began digitising the specific logos that were chosen from week 4.

Figure 5 - Logo Exploration 01

Figure 6 - Logo Exploration 02

Figure 7 - Logo Exploration 03

Figure 8 - Logo Exploration 04

Week 6

In this week i go into exploring different styles and possibilities for 3 logo options.

Figure 9 - Logo Exploration 05

In figure 9, I explored different typefaces to see what would look more square. At the same time explore the possibility of changing the 6 boxes to stripes.

Figure 10 - Logo Exploration 06

In figure 10, different box and text arrangements was explored. And i decided i like the one highlighted in green.

Figure 11 - Logo Exploration 07

Figure 12 - Logo Exploration 08

Figure 11 is an exploration of the possibility of using symbol type logo. I liked the one highlighted in green as it appeared to have all the alphabets of the Lumbre name hidden inside it. So I i made more exploration into the text part of the logo to see which typeface and colour would best suit the logo.

Figure 13 - Logo Exploration 09

In figure 13, i tried a different approach by breaking down the boxes into an abstract component and applying text next to it. The one in the green box was what i liked.

Ultimately, Miss Low like the last logo design in Figure 9. The only detail to change was the typeface as the "M" didn't fit in well with it's wider appearance.

Week 7

In this week i continue to explore the typefaces and colours of the logo design.

Figure 14 - Logo Exploration 10

In this figure, I tried different custom typefaces to determine which would be most suitable for a more equal and even arrangement of text. The one highlighted in green was confirmed.

Figure 15 - Logo Exploration 11

In this next figure, I explored the different text spacing to determine which was most suitable. The last one in the square box was just to determine if it was perfectly fitted into a square will it look good. But i settled for an even spacing of text that when put with the double colour bar looked more pleasing.

Figure 16 - Logo Exploration 12

I in figure 16, I tried to add in different colours to the bards and even tired a horizontal arrangement of the bars to see what would fit the most. In the end, i reverted back to the original colour and the black and white version as the finals. However, a little more exploration has to be done as my logo is supposed to be able to change colour according to season and the available photo rooms.

Feedback

Week 3

Ms Low emphasised that my brand is offering 2 thing that are different, but I should lean more towards the photo spaces of which I specified. I need to do more research into similar places as my idea to see what i can learn and extract from them. The name also needs more work as the name i've currently chosen might be difficult to pronounce or sounds displeasing.

Week 4

The new brand name that i created was accepted as a more unique and creative name. I should do more logo exploration into my new design as the logo that i produced was really not helping my brand.

Week 5

My ideas are interesting however Ms mentioned that i have a tendency to create many ideas but never explore deep enough into the ideas to have more options when it comes to idea generation.

Week 6

My logo exploration helped me look deeper into the style of the logo and how it translated with the brand identity. One of my logo designs that was one of the 1st few designs was accepted as a logo that carried the brand and its meaning well. Although, the typeface, especially on the "M" didn't fit well together, Ms Low advised me to find more mono type typefaces that could suit the boxy look of the logo better. Further exploration will be done on the colour and typeface, but the overall shape and style is accepted.

Week 7

My logo has been confirmed based on the new typeface that I chose which has a more even spacing and text shape. The only issue is whether the logo should be in a specific colour or alternating colours based on design concept of the room. Also a monotone logo has to be designed with both black and white backgrounds.

Reflection

Experience

In this logo designing assignment, i found myself continuously developing ideas for the logo. Something the lecturer pointed out about my approach to design is that i create a lot of ideas, but never explore deep enough into each idea to have a good enough presentation for all the logos and their possibilities. I'm trying to take that constructive criticism as best i can to change my approach when it comes to designing further. This class is however rather stressful as the expectations for the logo are very high.

Observation

I noticed that for each of us in class, we all took very different approaches when it came to designing our brand logo. Because of how different each brand was, there was no duplicate or similar logos. It really gave me an insight into the other student's design style and what they can make based on that. I do think that some logos are better than others, but i am in no position to give any comments on them.

Findings

I found that in my logo exploration, there is more to the logos than meets the eye. The amount of time spent on choosing a colour or font is really eye opening as it shows how much thought is put into logos. And a well designed logo really shows the effort of the designer in trying to create the most eye catching and pleasing logo that would be come memorable.

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