Brand Corporate Identity

Brand comes from the Old Norse word brandr, meaning to burn.
The core of contemporary branding lies in control and accountability—companies must clearly define their values and positions, and earn customer trust and loyalty through actions, words, and stories.
Brands are not self-defined; they are determined by public perception.
Brand is not what you say, but what people think it is.
Brand is an intuitive feeling—the impression people have of a product, service, or company.

It is a vague yet clear perception.

Brand Identity

Refers to the overall image and message associated with a product, service, or organization.
Consumer intuitive perception is only one part of the equation; another part is guiding and managing that perception through visual identity.

Brand identity encompasses all the elements a company uses to convey the right image.

Branding

Refers to the process of imbuing an organization, product, or service with meaning and establishing a clear impression in consumers' minds through conscious strategy and design.

It helps people quickly identify your brand and understand why they should choose you over your competitors.

Benefits of Branding

Stand out in a crowded market

Increase credibility

Build customer loyalty

Maintain consistency

Attract ideal customers

Save time and resources

Boost business confidence

Help launch new products

Provide clear direction

The Role of Designers in Branding

Visual identity is the face of a brand, shaped by designers.

Designers translate content, strategy, and messaging into tangible expressions.

Researching customer context, product characteristics, and target market is essential, as is developing a unique brand identity.

A comprehensive design program ensures consistent messaging.

An excellent brand visual should be distinctive, memorable, and consistent, conveying value, fostering trust, increasing market share, and earning recognition.

Fig.1.1 BCI_2_Brand (30/09/25)

Lecture 3: BCI_3_Types of Marks

Logotype: A logo centered around a company name or initials.

Logomark: A logo primarily based on an image or graphic symbol.

Signature: A combination of text and a symbol, also known as a combination mark.

Monogram: A graphic composed of two or more letters or symbols superimposed and interwoven, often representing the initials of a company or individual. It is often used as a highly simplified, easily recognizable logo.

Heraldry: The design and use of emblems and crests, including family crests, encompasses the study of rank, lineage, and ritual.

Crest: A distinctive design placed on a shield, representing a family or institution.

Coat of Arms: A coat of arms or crest unique to an individual, family, company, or nation.

Insignia: An emblem or badge symbolizing military rank, position, or membership in an organization.

Fig.1.2 BCI_3_Types of Marks (06/10/25)

Lecture 4: BCI_4_Brand Ideals

Brand Philosophy

Brand ideals refer to higher aspirations and core values that transcend the mere product or service.

Key Points about Brand Values and Philosophy:

Vision: Developed by a visionary and passionate leader, it forms the foundation of a brand.
Meaning: A strong brand embodies a significant philosophy, strategic positioning, or set of values.
Authenticity: A company must have a clear understanding of its market, positioning, value proposition, and competitive advantages.
Differentiation: Brands compete not only within their industry but also for public attention and loyalty.
Sustainability: A brand must have long-term sustainability, maintaining its core values in an unpredictable environment.
Coherence: Customers should experience a unified and consistent experience across different brand interactions.
Flexibility: A strong brand identity allows for future growth and change.
Commitment: All those involved with the brand must be fully committed and accountable to ensure its long-term success and relevance.

Value: Brands need to create and maintain measurable results to drive sustainable growth.

Conclusion

Brands that embrace a high-level purpose have an advantage:

They empower employees to unleash their intuition and creativity to navigate a constantly changing environment.
They build deep connections with customers, satisfying their desire for belonging, a sense of community, and greater meaning.

Fig.1.3 BCI_4_Brand Ideals (13/10/25)

Lecture 5: BCI_5_Positioning

Definition

Brand Positioning: Creating a unique impression of the brand in customers' minds.
Repositioning is difficult.
Positioning Objective: Establishing unique and irreplaceable associations.

Positioning Strategy

Arm Wrestling: Directly challenging the market leader .
Big Fish, Small Pond: Focusing on an overlooked niche market.
Reframe Market: Redefining market value.
Change the Game: Creating a new market, naturally becoming a leader, but easily imitated.

Positioning vs. Differentiation

Positioning: Determines the brand's "place" in the market/consumer's mind.
Differentiation: Highlighting the characteristics that distinguish it from competitors.

Seven-Step Positioning Method (Bueno, 2019)

Define your current positioning
Identify your competitors
Analyze your competitors' positioning
Compare and identify your uniqueness
Refine your value proposition
Write your positioning statement
Test for effectiveness

Elements of a positioning statement

Target customers
Market categories
Brand promise
Justify your rationale

Conclusion

Positioning begins internally, everyone who interacts with your customers should embody your brand positioning.

Fig.1.4 BCI_5_Positioning (20/10/25)

INSTRUCTIONS

TASK

TASK 1 - Brand Research

In the first week of this module, we were asked to form teams and conduct brand research on a selected major brand. Our group chose McDonald's as our research topic.

I was responsible for researching Part A: Brand Profile, Part 1: Description, and Part 4: Unique Selling Proposition (USP).

Creating a Presentation Slideshow

The following week, we were asked to create a presentation slideshow based on the data we had gathered from the research we conducted in week one.

Task 2A - Logo Research: Collect & Analyze 28 Logos

Final Slides:

Fig. 2.1 - Week 4, Final PDF Slides "Task 2A 28 Logo Analysis", (17/10/2025)

Task 2B - Logo Development: Idea Sketches & Conceptualization

I first came up with three career ideas, and below is my mind map :

Fig. 2.2 - Week 4, Mind Map, (16/10/2025)

Out of the three professions, I was most inspired by Mood Florist. The mind map below captures my ideas and the directions I plan to explore from this theme.

Fig. 2.3 - Week 4, Mood Florist Mind Map, (18/10/2025)

Sketches & Exploration

Over the past few weeks, I've been sketching different ideas to visualize the concept of Mood Florist. These drawings reflect my creative thinking and experimentation.

Fig. 2. 4 - Week 6, sketches, (31/10/2025)

Fig. 2. 5 - Week 6, sketches, (31/10/2025)

Ms. Vitiyaa pointed out that the pattern in my sketch was too complex and might appear cumbersome when applied to the final logo design. She suggested using a more abstract and simpler pattern for clearer visuals and easier replication. Based on her feedback, I revised the design, reducing unnecessary details, simplifying the shapes, and emphasizing the main visual elements, resulting in a cleaner and more modern style.

The following sketch is my revised design:

Fig. 2. 6 - Week 7, sketches, (4/11/2025)

Fig. 2. 7 - Week 7, sketches, (4/11/2025)

Fig. 2. 8 - Week 7, sketches, (4/11/2025)

Ms. Vitiyaa asked me to select the three best ones for the mesh work, and this is my progress:

Fig. 2. 9 - Week 7, work on logo grids, (4/11/2025)

I have made three logos.

Fig. 2.10 - Week 7, Logo（1）

Fig. 2.11 - Week 7, Logo（2）

Fig. 2.12 - Week 7, Logo（3）

I chose one of them for the final design.

After finalizing the logo design, I started using Adobe Illustrator to develop the layout for Task 2B.

Fig. 2.13 - Progress on Task 2B（3）

TASK 2B Logo PDf

Fig. 3.1 - Week 7, Logo PDF

GIF Logo Creation Process

When creating the GIF, I chose to animate it manually frame by frame because this method allows for better control over the animation's dynamics, especially in achieving the desired smoothness and bounce. I created artboards in Adobe Illustrator to build each frame. After completing all the frames, I imported the exported PNG files into Adobe Photoshop and built a timeline sequence within it, ultimately generating the GIF animation.

Fig. 4.1 - Week 7, Logo animation process

Logo GIF

Fig. 5.1 - Week 7, Logo GIF

TASK 3 Positioning & Brand Identity

MOOD FLORIST Brand Introduction

Logo Rationale
Brand Story
Mission and Vision
Core Brand Values
Target Audience
Unique Selling Points
Brand Personality
Brand Positioning Statement

Logo Rationale

Summary:

The MOOD FLORIST logo visually conveys the brand's core philosophy—connecting nature with human emotions. As a florist focused on uplifting people's moods through floral design, the logo combines a clean typography with a simple yet expressive leaf icon. The letter 'O' in 'MOOD' is replaced with a stylized leaf containing a smiley face, symbolizing positivity, growth, and well-being. This fusion of natural and humanistic elements reflects the brand's mission: to deliver happiness and tranquility through flowers.

Key Visual Elements & Their Meaning:

1. Leaf Icon (Replaces the letter 'O')

Meaning: Growth, freshness, and harmony with nature.

Design Meaning: A simple smiley face on the leaf represents joy and vitality, the emotional essence of MOOD FLORIST. It shows that flowers are not just decorations; they can heal, comfort, and inspire.

Brand Association: Symbolizes positivity, new life, and emotional connections built through nature.

2. Smile in a Leaf

Meaning: Human emotions and warmth.

Design Meaning: The smile symbolizes the shared joy between florists and customers, conveying a sincere and warm experience.

Brand Association: Every bouquet is imbued with empathy, friendliness, and care.

3. Wordmark 'MOOD'

Meaning: The brand's emotional influence.

Design Meaning: The bold sans-serif font conveys strength and modernity, while the soft, rounded edges make it more approachable.

Brand Association: A professional yet warm florist that evokes comfort, joy, and trust.

4. Supporting Text 'FLORIST'

Meaning: The brand's professionalism in floral design.

Design Meaning: The earthy brown tones lend the design a sense of stability, symbolizing soil, stability, and natural beauty. The letter spacing creates a modern yet light feel, complementing the weighty main logo.

Brand Association: Closely associated with exquisite craftsmanship, nature, and modern minimalism.

Tone, Personality & Emotional Impact:

Natural & Calming: Inspired by nature's tranquility and greenery.

Friendly & Uplifting: The smiling leaf embodies positivity and emotional warmth.

Modern & Minimal: Clean composition ensures timeless appeal across print and digital media.

Emotionally Connected: The logo speaks of joy, mindfulness, and the comforting beauty of flowers.

Fig. 6.1 - Week 8, Logo

BRAND STORY

At the heart of the brand lies a simple belief: flowers have the power to heal. They inspire, comfort, and speak on our behalf when words fall short. Every bouquet crafted by MOOD FLORIST is created with intention—designed to bring warmth, positivity, and a quiet sense of calm to those who receive it.

This philosophy is reflected in the brand’s visual identity.

Clean, modern typography conveys sincerity and clarity, while the organic leaf symbol connects the brand to the purity of nature. By replacing the letter “O” in “MOOD” with a softly smiling leaf, the logo transforms from a design element into a meaningful gesture—one that symbolizes happiness, growth, and emotional well-being.

This subtle yet powerful detail captures the essence of MOOD FLORIST:a celebration of nature’s ability to nurture the human spirit.

Whether it is a daily bouquet, a seasonal arrangement, or a piece created for life’s most meaningful moments, MOOD FLORIST aims to brighten days and restore balance through the silent, expressive language of flowers.

From the logo to every floral composition, each creation carries the same purpose—to connect human emotion with the serenity of the natural world, offering not just floral art, but moments of mindfulness, beauty, and joy.

Vision & Mission

Vision

To create a world where flowers become a gentle

bridge between nature and human emotions,

inspiring moments of calm, joy, and meaningful connection.

Mission

To craft thoughtfully designed floral arrangements that blend natural beauty with emotional expression, allowing people to uplift their mood, share heartfelt sentiments, and feel connected in every moment.

TARGET AUDIENCE

Geographic Segmentation

Mood Florist focuses on young, design-conscious individuals in urban and suburban areas. Major cities and modern neighborhoods are ideal locations, where customers are more likely to appreciate aesthetic floral arrangements, fast delivery, and nature-inspired décor that suits both home and workspace environments.

Psychographic Segmentation

These individuals are expressive, sentimental, and inspired by beauty in everyday life. They appreciate brands that reflect mindfulness, emotional connection, and aesthetic living. With an interest in wellness, creativity, and social sharing, they are drawn to floral pieces that uplift their mood, enhance personal spaces, and align with their visual identity.

Demographic Segmentation

The target demographic includes Gen-Z and young Millennials aged 18–30, consisting of students, young professionals, and creative workers with middle to upper-middle income levels. They value emotionally expressive products, enjoy gifting, and appreciate floral designs that match their lifestyles—whether they live alone, with friends, or in small households.

Behavioral Segmentation

Mood Florist customers often shop during special occasions such as birthdays, anniversaries, graduations, or festive seasons. They value high-quality arrangements, convenient services, and emotionally meaningful designs, making them repeat buyers. This audience is likely to develop brand loyalty when the experience consistently delivers beauty, sincerity, and mood-enhancing floral creations.

Brand Values

Joy in Every Bloom

Flowers should spark emotion, so we infuse every arrangement with a touch of delight—turning ordinary moments into warm, uplifting experiences.

Comfort Through Nature

We believe nature brings calm. Every bouquet is crafted to create a sense of ease, helping people feel soothed, understood, and emotionally supported.

Effortless Elegance

Beauty shouldn’t be complicated. Our designs blend simplicity and style, offering floral creations that look naturally refined in any setting—at home, at work, or as a heartfelt gift.

Unique Selling Point

Mood Florist offers thoughtfully designed floral arrangements that blend natural beauty with emotional expression, allowing you to gift or decorate with confidence while bringing warmth and positivity to any moment.

Brand Personality

Warm & Joyful

Mood Florist brings positivity into everyday life, adding a sense of warmth and delight to even the simplest moments.

It’s a brand that uplifts without trying too hard, offering flowers that brighten moods naturally.

Elegant & Expressive

At its core, Mood Florist values natural beauty and meaningful emotions, creating designs that feel refined yet deeply personal—helping people express sentiments with clarity and style.

Comforting & Sincere

The brand prioritizes emotional comfort, offering floral arrangements that soothe, reassure, and create a sense of calm. Every piece feels thoughtful, gentle, and genuinely caring.

Trendy & Contemporary

Mood Florist stays aligned with modern aesthetic trends, appealing to young consumers who appreciate clean design, curated visuals, and fresh floral styles that look good both online and offline.

Inclusive & Approachable

With versatile designs and accessible options, Mood Florist is friendly, welcoming, and suited for anyone who wants to express care—no matter the occasion or budget.

Nature-Loving & Mindful

While focused on beautiful design, the brand also values sustainability and mindful living,attracting customers who care about the planet and appreciate florals that reflect harmony with nature.

Brand Positioning Statement

For individuals who value emotional expression and aesthetic living, Mood Florist provides beautifully crafted floral arrangements designed to bring comfort, joy, and meaningful connection into any moment.Unlike traditional florists, Mood Florist blends natural elegance with mood-enhancing design, offering creations that feel personal, uplifting, and effortlessly stylish.

Mood Board

The mood board below reflects the brand's overall visual direction, emphasizing a minimalist, sophisticated, and vibrant aesthetic. Visual references are primarily from Pinterest, which helps define the brand's atmosphere and provides inspiration for potential future promotional materials.

Fig. 7.1 - Week 8, Mood Board（1）

Fig. 7.2 - Week 8, Mood Board（2）

Fig. 7.3 - Week 8, Mood Board（3）

Brand Applications

Before creating the materials for Task 2B, I found a template online and then started creating it using Illustrator.

Fig. 8.1 - Week 9, Brand Applications process

In the process of creating the book, I used InDesign, and combined Ms. Vitiyaa's design guidelines with my own design philosophy to do the layout and typesetting.

Fig. 8.2 - Week 9, Book process

Fig. 8.3 - Week 9, Book process

TASK 3 - All Brand Applications:

Fig. 9.1 - Week 10, All Brand Applications

TASK 3 - Final Book:

Fig. 9.2 - Week 10, Final Book

TASK 3 - Final Slides:

Fig. 9.3 - Week 10, Final Slides

TASK 3 - Final Ebook:

LINK : https://online.fliphtml5.com/nqceg/gkul/

Fig. 9.4 - Week 10, Final Ebook

TASK 3 - Final Physical Book:

Fig. 10.1 - Week 11,physical book

Fig. 10.2 - Week 11,physical book

Fig. 10.3 - Week 11,physical book

FEEDBACK

Week 1

General Feedback : Ms. Vitiyaa briefed us on the first task and instructed us to form groups of four. Each group had to choose a well-known brand or company and start researching to prepare our presentation slides.

Week 2

General Feedback : Ms. Vitiyaa recapped branding concepts from the first lecture and talked about different types of logos and how to give meaning to a brand’s logo. We also learned about the differences between brand, branding, and brand identity, as well as brand loyalty.

Specific Feedback : No specific feedback this week. Ms. Vitiyaa just told us to continue working on and completing our slides for Task 1.

Week 3

General Feedback : We presented the completed slides to the whole class and then received feedback from Ms. Vitiyaa. She also briefly introduced the next task.

Specific Feedback : Ms. Vitiyaa pointed out errors in the slides.

Week 4

General Feedback : Ms. Vitiyaa guided us through Tasks 2 and 3 so we could understand the requirements clearly beforehand. She asked us to start thinking about the brand we wanted to develop for Task 3 and reminded us to choose a brand that could be further expanded upon. She also briefly explained brand voice and tone, emphasizing their importance.

Specific Feedback : After showing Ms. Vitiyaa my mind map, she let me choose an idea to continue with.

Week 5

General Feedback : Ms. Vitiyaa sketched the logo, exploring its potential.

Specific Feedback : Ms. Vitiyaa said my current logo doesn't fully reflect its unique characteristics.

Week 6

General Feedback : Ms. Vitiyaa said the logo needs further refinement.

Specific Feedback : Ms. Vitiyaa said the logo needs to be more legible and reflect the profession my design.

Week 7

General Feedback : Ms. Vitiyaa guided us on refining our logo designs and explained the importance of maintaining proper proportions and alignment when finalizing a logo. She also demonstrated how to apply a consistent grid system to ensure balance and visual harmony.

Specific Feedback : I presented my updated logo design to Ms. Vitiyaa, and she said it's ready for the next phase of enhancement.

Week 8

General Feedback : Ms. Vitiyaa explained the importance of brand narrative and further discussed how to shape brand personality through visual language. We learned how to extend visual expression from core brand values and reflected on the lifestyle, purchasing habits, and aesthetic preferences of our target audience. She also emphasized that brand positioning needs to resonate with the overall spatial atmosphere and convey brand information through a consistent tone and style.

Specific Feedback : Ms. Vitiyaa said there was nothing wrong with what I did and that I could continue.

Week 9

General Feedback : Ms. Vitiyaa encouraged us to work on improving the brand's peripheral application system.

Specific Feedback : Ms. Vitiyaa looked at the business cards and GIF I made and said they were pretty good so far, but I needed to speed up the completion of the rest.

Week 10

General Feedback: Ms. Vitiyaa suggested we add more specifications for the visual system to the BCI manual, such as color mode descriptions for different application scenarios, background usage rules, and minimum white space requirements for graphic elements. She also reminded us to add contrast examples of the brand icon against light and dark backgrounds to ensure consistency among team members during production.

Specific Feedback: Ms. Vitiyaa said I need to add dimensions for enterprise applications.

Week 11

General Feedback: Ms. Vitiyaa reminded us to prepare a 5-minute oral presentation focusing on our brand, including the name, logo, and overall visual direction.

Specific Feedback: Ms. Vitiyaa helped me adjust the font size and layout of the brochure, making it more visually appealing.

Week 12

General Feedback: This week we presented the final presentation of the brand and logo to the class and submitted the brand book.

Specific Feedback: Ms. Vitiyaa said that I only need to keep one letterhead; business cards have too many logos, so it's best to remove one.

REFLECTIONS

Experience

Throughout the Brand Corporate Identity module, I gained hands-on experience in researching, conceptualizing, and designing a brand identity from scratch. I engaged in multiple tasks including brand research, logo analysis, and logo development, which required both analytical and creative thinking. Working on the Mood Florist project, I experimented with sketches, digital illustrations, and layout design in Illustrator, refining my ideas based on feedback from Ms. Vitiyaa. The iterative process of revising designs, simplifying patterns, and balancing aesthetics with clarity provided valuable practical insight into professional branding workflows.

Observations

During this module, I observed that creating a cohesive brand identity demands careful attention to consistency, simplicity, and visual hierarchy. Feedback highlighted the importance of abstract and simplified designs for logos, which are easier to reproduce across different media while remaining recognizable. I also noticed that personal creative ideas often need to be adjusted to align with practical applications and professional standards. Moreover, researching established brands like McDonald’s demonstrated how positioning, brand values, and visual identity work together to communicate effectively with audiences.

Findings

From my reflections and project work, I found that successful brand identity relies on a clear understanding of brand philosophy, target audience, and market positioning. Simplifying visual elements without losing the brand’s character is crucial for recognizability and flexibility. Additionally, iterative feedback and revisions are essential for improving design quality. I also discovered that a strong brand identity goes beyond aesthetics; it conveys values, builds trust, and fosters engagement with the audience. Overall, this module reinforced the importance of combining research, creativity, and strategic thinking in professional branding.

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SHIMANLIN(0375858)

Brand Corporate Identity

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