Brand Corporate Identity

August 25, 2025

Brand Corporate Identity

23/09/2025 - 30/12/2025 (Week 1 - Week 15)

Brand Corporate Identity MKT62404 / Bachelor in Design (Hons) in Creative Media / Taylor's University

Anggia Tsani Rachmadiyanti, (0368487)

BCI - All Work Compilation

CONTENT LIST

Final Slides
Final Book

Module Brief:

Lecture Notes

Lecture 1: BCI_1_Introduction

Brand Corporate Identity focuses on the visual integrity of a brand. This module introduces us to basics of identity design and effective use of symbols in visual communication.

"A symbol is a mark, sign, word that indicates, or is understood as representing an idea, object, or relationship."

Focus on the feedback, not grades. Design agency don't care about academic record but the work you have created.

Lecture 2: BCI_2_Brand

What is a Brand?

Derives from the word "brandr" or "to burn" from Old Norse.
Branding in the 21st century is about taking ownership. Owning what your company values and represents, and earning customer trust and loyalty through your words, actions and stories.
"A brand is not what you say it is, but is what they say it is."
"A brand is a person's gut feeling about a product, service or company."
"A brand is an approx, yet very distinct understanding of a product, service or company."
Brand is the perception of the company.

What is brand identity?

It's the image/message associated withe the product, service, or organisation.
Gut feeling is one aspect of brand's identity.
Visual identity on the other hand helps manage the message or image/gut feeling.
Brand identity is the collection of ALL elements that a company makes to portray the right image to consumers.

What is branding?

The process of giving a meaning to a specific organization, company, product or services by actively creating and shaping a brand in consumers' minds.
It's a strategy made by organizations to help people quickly identify their brand and give reason to choose them over competitors.

Benefits of branding:

Helps stand out in saturated marker
Gives you credibility
Leads to customer loyalty
Branding = Consistency
Helps attract ideal clients
Save you money and time
Give confidence in your business
Established branding makes it easier to introduce new products and services
Gives clear strategy for moving forward.

Designer's role in branding:

The visual identity that a designer creates constitutes the face of the brand.
Our role is to give form to the content, strategy and messaging.
We need to research: history of client, product, understanding the target market and more + developing trademark.
'Design Programme' is necessary to ensure co
nsistency in message.
Role of the designer:

develop, create visual identity that's distinct, memorable, consistent, value-based, gives confidence, increase market-share, wins trust and loyalty of the audience.

(Fig. 1.1) - Week 2, lecture notes

(Fig. 1.2) - Week 2, quote from Marty Neumeier

Lecture 3: BCI_3_Types of Marks

Logo

General term "logo" refers to all marks that represent a brand.
Logotype is a logo centred around a company name/initials. Logotype is also called Wordmark.
Logomark is a logo centred around a symbolic image/icon.
SIGNATURE = When a word & symbol is combined.

(Fig. 2.1) - Week 3, types of logo

Monogram

A motif made by overlapping or combining two or more letters to form one symbol. It's often made by combining initials of a company

(Fig. 2.2) - Week 3, monogram examples

Heraldry

Encompasses the design, display and study of armorial bearings, together with study of ceremony, rank and pedigree.
Usually used in Car logo, football clubs, school, universities.

(Fig. 2.3) - Week 3, example or heraldry

Crest = represents a family, borne above the shield of a coat of arms.

Coat of Arms = distinctive heraldic bearings or shield of a person, family, corp or country.
Insignia = badge or emblem of military rank, office or member of organization.

(Fig. 2.4) - Week 3, example or 3 heraldry

Trademark

These marks signifies ownership/identification. They represent quality, ability and skill level of its creator and comes a promise of excellence.
Trademark is a symbol, word, words legally registered or established by use as representing a company or product.
Function of a trademark is identification.
Trademark also used as legal protection against intellectual property or theft.

(Fig. 2.5) - Week 3, example or trademarks

Lecture 4: BCI_4_Brand Ideals

The ideal is the brand's inspirational reason for being. It explains why the brand exists and the impact it seeks to make in the world. (Garbe, 2012)
Brand values deliver real engagement & direct you towards more powerful bonds with target audience.
Ideals are essential to be a responsible creative process for any business:

Vision - a compelling vision by an effective and passionate leader is the foundation for the best brands.
Meaning - The best brands stand for something: big ideas, strategic position or a defined set of values.
Authenticity - Self-knowledge & making decisions that are congruent with that self-knowledge.
Differentiation
Sustainability - Ability to have longevity in an environment in constant flux & characterised by future permutations that no one can predict.
Coherence - Whenever a customer experience a brand it must feel familiar & have desired effect.
Flexibility - An effective brand identity positions a company for chane & growth in the future. It supports & evolving strategy.
Commitment - Companies need to ensure all people engaged with the brand are completely motivated and dedicated for it to succeed.
Value - Measurable results need to be created that promote & sustaint he brand.

Lecture 5: BCI_5_Positioning

Brand positioning is the process of placing your brand in the mind of your customers. Also known as brand strategy.

Different types of positioning strategies:

Arm wrestling

take on the market leader & beat them at their own game and is possible if there's a well established market category with no clear leader.
Takes alot of money & time.

Big fish, smaller pond

The focus is on niche market within a larger market that is underserved, where there's a larger player who's not meeting a specific need. Plus-point is the audience has a frame of reference while the down-side is the market leader could match your offer.

Reframe the market

This style reframes an existing market in new terms. This works if the product/service features innovation or if there's a change in market need.

Change the game

Reserved for when there's no market category for what you do. eg: Grab, Uber.

How to determine positioning?

We first need to identify our brand's uniqueness and what differentiates us from the competition.

Positioning vs differentiation

Positioning - strategic process used to determine the place or niche an offering should occupy in a given market. Marketers use this to identify the distinctive place they want a product or service to hold in the minds of a target market segment.
Differentiation - Process companies use to make a product or service stand out from its competitors.

If you can asnwer these 3 questions, you have a brand:

Who are you?
What you do?
Why does it matter?

4 essential elements of a best-in-class positioning statement:

Target Customer
Market Definition - What category is your brand competing in and what context your brand have in relevance to your customers
Brand Promise - What is the most compelling benefit to your target customers that your brand can own relative to your competition
Reason to believe - What is the most compelling evidence that your brand delivers on its brand promise

Once you have a strong brand positioning statement you can create a taglines or slogan you help establish the position you're looking to own.

Task 1 - Breaking Brand

Our Chosen Brand : "Airbnb"

Group 3 Members :

Anggia Tsani Rachmadayanti (0368487)

Maria Ashley Sundoko (0372793)

Valerius Ethan Wirawan (0372774)

Angelique Svetlana Pekasa (0377365)

Before we made the slides, the 4 of us researched everything about Airbnb's branding and identity and made points into our google docs draft shared file first where we delegated and divided parts and worked on it. This made it easier for us to transfer the important points onto the Canva slides later on.

(Fig. 3.1) - Week 1, PDF of our group's slides draft research on docs

Final Slides:

(Fig. 3.2) - Week 2, Final PDF Canva Slides "Breaking Brand"

Canva Link: Click Here

Task 1 - Reflection:

1) Experience

Working in a group of four to analyze Airbnb's brand identity and its logo and a bit of strategies was both collaborative and insightful. We divided tasks such as researching the brand profile, looking into its target market, and studying the logo evolution. The group discussions helped us see the brand from different perspectives, while also sharpening our teamwork and communication. Personally, I found it engaging to learn how a global brand like Airbnb builds its identity through more than just visuals and seeing their logo evilutoion. It’s about values, positioning, and emotional connection. Doing this project with my group was a good learning experience. We split the work and each of us focused on different parts of Airbnb’s brand identity, and found many new interesting facts about the company that we didn't know of before. This was a great start to the module. Working together made the research easier and more interesting because everyone had different ideas to share. For me, it was fun to see how a brand is more than just a logo, it’s about the story and values behind it.

2) Observations

Throughout the project, I noticed that Airbnb’s brand identity is strongly tied to its cultural and emotional appeal. Before this, I thought it was just a booking app but it's really linked to culture. Unlike other booking platforms, it positions itself as an enabler of “belonging anywhere.” Its logo, simple but symbolic, reflects inclusivity and adaptability. I also observed how consistent branding (from logo design to communication tone) strengthens its identity across international markets. This reinforced how important a brand’s voice and visual language are in shaping public perception. I noticed that Airbnb stands out because of how personal and cultural it feels compared to other booking platforms. Their logo is simple but very meaningful, and their tagline “belong anywhere” really matches what they offer. The way Airbnb communicates is friendly and approachable, which helps them connect with people from different backgrounds. This showed me how important it is for a brand to have a clear voice and consistent identity.

3) Findings

From our research, we found that Airbnb’s competitive differentiation lies in its unique offering of local and personal experiences, not just accommodation. Its strong brand positioning comes from balancing functional benefits (affordable, diverse stays) with emotional ones (authenticity, cultural immersion, belonging). Analyzing Airbnb taught me that successful brands go beyond selling products, but alsothey sell values, emotions, and experiences. This project helped me understand the depth of brand identity and gave me practical insights I can apply as a design student in future projects. From our research, I found that Airbnb is unique because it focuses on experiences, not just accommodation. Staying in an Airbnb lets travellers live more like locals, and that’s something hotels or other booking sites don’t give as strongly. I learned that a strong brand identity is built from both emotional and functional benefits, and Airbnb does this really well. Overall, this project gave me a better understanding of how big brands create their image, and it made me more aware as a design student of how much thought goes into building a brand identity.

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

Instructions:

Goal: Collect 28 logos over 2 weeks (2 logos per day).
Method:
- The first two logos you see each day (outside your house, browsing online, driving, etc.)
- If you’ve seen a logo before, skip it and find a new one.

For Each Logo, Document:

Logo Type:
- Logotype (wordmark)
- Logomark (symbol/icon)
- Combination, etc.
Style:
- Descriptive
- Abstract
- Other styles
Graphic Elements:
- Describe the shapes, symbols, or design features used
Colour Scheme:
- Warm or cool colours
- Primary, secondary, or tertiary colours
Typography:
- Describe the typeface or style of the text used

Final Slides:

(Fig. 4.1) - Week 4, Final PDF Slides "Task 2A 28 Logo Analysis", (17/10/2025)

Task 2A - Reflection:

1) Experience

Throughout this project, I analyzed a total of 28 logos over a span of two weeks, studying two different brand logos each day. The process of observing and breaking down each logo’s typography, color scheme, logo type, visual elements, and style helped me strengthen my visual analysis skills and deepen my understanding of brand identity design. At first, it was quite challenging to describe why certain logos felt more effective than others, but as I progressed, I became more confident in identifying how design choices communicate brand values and personality. This daily exercise also trained my consistency and attention to detail, as I learned to look beyond surface aesthetics and focus on the intention behind every design decision.

2) Observations

As I compared different logos, I began to notice recurring design trends and strategies across industries. Many modern brands use minimalistic and geometric logo styles with sans-serif typography to express simplicity and modernity, while heritage or luxury brands often rely on serif typefaces and monogram-style logos to convey tradition and sophistication. Color psychology played a significant role—tech brands often preferred cool tones like blue and black for professionalism and trust, while food and lifestyle brands leaned towards warmer or more vibrant palettes to evoke comfort and energy. I also observed that successful logos maintained strong scalability and memorability, with clean shapes and balanced proportions that work well across different applications.

3) Findings

From this analysis, I found that effective brand identity design is not only about creating something visually appealing but also about strategic storytelling through form, color, and typography. Each element serves a purpose—typefaces set the tone of voice, colors trigger emotion, and composition builds recognition. I also discovered that some of the most impactful logos are those that embrace simplicity and symbolism, allowing the audience to connect the brand with a clear and lasting impression. This project has improved my critical thinking as a designer and inspired me to be more intentional and analytical in my own logo creations. It reminded me that every small design decision contributes to a brand’s overall perception and identity.

Task 2B - Logo Development: Idea Sketches & Conceptualization

Instructions:

While researching logos, begin developing your own logo design based on your chosen brand or occupation.

Weekly Tasks (Weeks 3 to 6):

Produce at least 2 sheets of idea sketches per week
Use mind maps to brainstorm keywords and visual ideas
Develop these ideas into sketches and then rough concepts
Narrow down to the most promising concepts

Final Logo Development:

Digitize the final logo concept in black and white first
Obtain approval for the black & white version
Only after approval, select and apply colour for Project 3
Document every stage of your design process:
- Idea sketches
- Concept development
- Digitised drafts
Label and describe each step clearly in your ePortfolio

Logo Project Submission Requirements

Logo Versions
- Black & White (BW)
- Reverse (light on dark background)
- Full Colour
Logo Usage Guidelines
- Logo space rationalization & clearspace
- Logo minimum size
- Logo with strapline (if applicable)
Design Explanation
- Logo rationale linked to brand ideals
Brand Identity Elements
- Brand primary & secondary colours
- Logo/brand typeface(s)
- Patterns derived from the logo
Digital Element

Logo animation (GIF)

Newly added sections:

Logo do’s & don’ts
Logo variations

Mindmap of Proposed Ideas:

(Fig. 5.1) - Week 4, JPEG Mindmap of proposed ideas, (14/10/2025)

(Fig. 5.2) - Week 4, PDF slides of 3 proposed ideas, (14/10/2025)

In week 4, I showed ms Vitiyaa and finalised my brand idea of making a knitwear and crochet brand and store which includes a crochet workshop section in the store where people can learn and join to make crochets. It adds the fun and liveliness and helps connect others together.

"Knit & Knot" Target Audiences:

Primary

Female mostly, 17 - 40 years old
Young adults who love crafts, fashion and cozy aesthetics.
Hangouts ideas for young adult
People who value slow living & creativity.

Secondary

40-65 years old
Older adults who who loves and want to knit/crochet and want social connection with other people and community
Hobbyists looking for warmth & community
Parents/elders who are interested in handmade gifts, accessories and community crafting sessions.

Sketches & Exploration:

(Fig. 5.3) - Week 5, brand ideals and elements mindmap, (20/10/2025)

(Fig. 5.4) - Week 5, PDF pages of digital sketches & ideas, (21/10/2025)

(Fig. 5.5) - Week 5, more sketches after feedback, (23/10/2025)

In week 5, I showed my sketches to ms Vitiyaa and she said the one i squared in red above makes a bit of sense, but I should experiment and do something about the knit ball and 'K&K'. So after that feedback, I tried making everything seem connected and added a yarn ball and the stem ok the 'K' letter look like a needle poking through the ball. The 'K' of the 'Knit' also connects to the 'K' of the "Knot". Apart from that I added the "&" ampersand connecting to the 't' of 'knot' and make a heart shaped loop as well to represent warmth, love of the brand.

(Fig. 5.6) - Week 5, chosen sketches draft, (24/10/2025)

I had 2 ideas: One being the '&' connected with a heart loop, while the 2nd one is more simple. I felt that the readability for the right (no heart loop) will be better as it has more breathing space and negative space and don't look cramped so the eyes won't get more attracted by the loop when reading it.

While the left one with the heart loop looks cute but looks cramped and has more weight, so I decided to go with the right one (without the heart loop).

(Fig. 5.7) - Week 5, chosen sketch draft, (24/10/2025)

Logo Rationale:

Summary:

The logo visually expresses Knit & Knot’s dual purpose: a retail knitwear shop and a knitting workshop space. It is a combination logo with logo type and icons (yarn ball and needle). It’s built by one connected line representing the flow of yarns that forms letters. That single, flowing mark tells the story of making together: thread > stitch > finished piece > shared experience.

Key visual elements & their meaning:

1. The connected script (letters formed like yarn)

What the continuous lines of the letter means: Continuity and connection. It also hints at the craft process (looping, linking, stitching).
Brand tie: Welcoming, connecting people, creativity.

2. The stem of ‘K’ as a needle

The vertical stroke of the initial ‘K’ is intentionally elongated, poked into the knit ball and stylized to read as a knitting needle.
Meaning: Tool + craft = capability. The needle instantly commvunicates that this is a place for making. It bridges the identity between product (knitwear) and practice (workshop).
Brand tie: Expertise, hands-on learning, warm guidance.

3. The wool knit ball

A circle yarn symbol sits near the base of the needle and visually anchors the mark.
What it means: The multiple yarns lines symbolizes Unity. It also symbolically shows the raw material as shared resource that brings people together. It reads as both a literal material and a metaphor for togetherness.
Brand tie: Togetherness, warmth, inclusivity.

4. Ampersand "&" connected to the ‘t’ of “Knot”

The ampersand is connected to the following word, continuing the yarn flow so the phrase reads as a single connected phrase.
What it means: Partnership and continuity between ‘knit’ and ‘knot’ >> product and practice, maker and maker, customer and community. The connection suggests collaboration rather than separate offerings.
Brand tie: Community, collaboration, social interaction.

5. Flow & composition

What it is: The logo composition flows from left to right and top to bottom.
Meaning: Narrative sense of movement >> (beginning a stitch, working it through, finishing), and a natural reading direction for clarity. The arrangement is made to be compact and badge-like for easier application.

Tone, personality & emotional impact:

Welcoming & warm: Rounded yarn lines and hand-drawn script feel (organic feel).
Playful & vibrant: The looping, dynamic strokes imply motion and fun (workshops, laughter, making).
Creative & authentic: Yarn ball and needle imagery reinforce craft credibility.
Togetherness & belonging: The single continuous yarn line visually represents social weaving >>> people literally “connected by yarn.

My ideas for tagline:

“Made together."
“Where yarn and people connect.”
"Woven with Warmth"
"Creating Warmth, Together"
"A Stitch Shared is a Smile Made"
"Woven Bonds, Warm Hearts"
"Tangled in Love & Yarn"

In week 5, after the logo got approved, I started working on the task 2b template on illustrator, and finding the final colour palette and typography for the brand.

(Fig. 5.8) - Week 5, Progress on Task 2B, Illustrator, (25/10/2025)

(Fig. 5.9) - Week 5, Progress on Task 2B Colour Variations, Illustrator, (25/10/2025)

FINAL TASK 2B PDF:

(Fig. 5.10) - Week 7, Final Logo Development Task 2B, PDF (6/11/2025)

TASK 2B JPEG:

(Fig. 6.1) - Week 7, Final Logo BnW

(Fig. 6.2) - Week 7, Final Logo Reverse

(Fig. 6.3) - Week 7, Final Logo in Colour

(Fig. 6.4) - Week 7, Logo Space Rationalization

(Fig. 6.5) - Week 7, Logo Space Rationalization (Angle)

(Fig. 6.6) - Week 7, Logo Clearspace

(Fig. 6.7) - Week 7, Logo Strapline

(Fig. 6.8) - Week 7, Logo with Rationale

(Fig. 6.9) - Week 7, Logo Minimum Size

(Fig. 6.10) - Week 7, Primary & Secondary Colours

(Fig. 6.11) - Week 7, Brand Typefaces

(Fig. 6.12) - Week 7, Brand Typefaces

(Fig. 6.13) - Week 7, Patterns from Logo

(Fig. 6.14) - Week 7, Patterns from Logo

FINAL TASK 2B LOGO GIF:

(Fig. 6.15) - Week 8, Logo Animated GIF

(Fig. 6.16) - Week 8, MP4 Animated Logo

Process of Creating The GIF Logo:

Making the logo took one whole day to finish it, because I chose to work on it individually frame by frame as I find it easier for me and more flexible for me to do it manually, following the movement of the flow and bounce I wanted. I used 173 (1080 x 1080 px) artboards on Illustrator to do the frames, but before that I actually drafted the frames on Procreate on Ipad first.

Once I was done, I imported the 173 PNG and made a sequence timeline on Photoshop to make the final GIF animation.

(Fig. 6.17) - Week 8, Logo animation process, illustrator, frame by frame

(Fig. 6.18) - Week 8, Logo Animation process of ball bouncing (draft on procreate)

(Fig. 6.19) - Week 8, Logo Animation process screen-recording (draft on procreate)

TASK 3 - Positioning & Brand Identity

Timeframe: Week 06 – Week 09
Deadline: Week 10

1. Brand Profile for Knit & Knot

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

Logo Rationale:

(Fig. 7.1) - Week 8, Final Main Coloured Brand Logo, JPEG

“Knit & Knot” is a retail knitwear store with a knitting workshop space, where teenagers and adults can connect and bond with each other. The name “Knit & Knot” captures both craft and the community spirit of the brand. “Knit” represents creativity & craftsmanship, while “Knot” symbolizes connection, bonding, and unity. Together, they express how the brand is not only about selling knitwear & crochet items but also tying people together through shared workshops and creativity.

The combination logo reflects the brand’s dual essence as both a cozy store and a creative space. It features a continuous rounded text intertwined with a yarn ball and needle, symbolizing the flow of yarns, creativity, connection, and craftsmanship. Flowing letters tells the story of making together. The organic, rounded strokes imply motion and fun. Single continuous yarn line visually represents social weaving: People literally “connected by yarn”. The needle integrated into “K” communicates hands-on artistry. The yarn ball anchors the logo as a metaphor for unity and shared creativity. The ampersand (&) seamlessly linking “Knit” and “Knot” emphasizes bridging maker to maker, and product to community.

With its warm, lively colors and organic style, the logo captures the brand’s personality: warm, welcoming, creative, and full of life. It speaks to Knit & Knot’s mission >> to bring people together through the joy of crafting, learning, and connecting one loop at a time.

Colours and meaning:

Red - Evokes excitement, creative energy
Yellow - Cheerful, Warmth, Happiness, Joy
Blue - Modernity, Calm and relaxed, Trust, Friendly

Brand Story:

Knit & Knot was born from my personal love for crochet. It is a passion that started as a calming hobby during my free time. Every time I picked up my hook and yarn, I found comfort, creativity, and a sense of accomplishment in every stitch. Crochet taught me patience, focus, and the joy of creating something with my own hands.

That feeling of warmth and satisfaction inspired me to start Knit & Knot, a space where others could experience the same joy of making. I wanted to build a community where people, young or old, could come together to learn, create, and connect through shared creativity.

Through Knit & Knot, I hope to inspire others to slow down, express themselves through craft, and discover the beauty in handmade art, one loop, one knot, and one connection at a time. What began as a love for handmade crafts grew into a cozy space where people come together. More than just a store, Knit & Knot is a community. Whether you’re a young creator exploring your first pattern or an experienced crafter seeking new inspiration, this is a place where ideas intertwine just like yarns, connecting generations and hearts. Warm, welcoming, and full of life, Knit & Knot celebrates the beauty of handmade craftsmanship. It’s not just about what we create, but the bonds we weave along the way.

Mission & Vision:

Mission:

To inspire creativity and connection through beautifully crafted knitwear and crochet products while providing a warm, welcoming space where people of all ages can learn, share, and craft together. Knit & Knot aims to celebrate handmade artistry while fostering a sense of community, mindfulness, and joy in every stitch.

Vision:

To become a beloved creative hub that connects generations through the love of yarn, empowering individuals to express themselves creatively, build meaningful bonds, and keep the tradition of knitting and crochet alive in a modern, inclusive, and inspiring way.

Brand Core Values:

Community & Connection – Building meaningful connections between people through shared passion and weaving together people, stories, traditions through the simple act of knitting and crochet.
Creativity & Craftsmanship – Encouraging imagination and self-expression through handmade craft and design and celebrating the beauty of handmade quality & attention to detail in every product.
Warm & Welcoming – Cozy and inviting, a friendly creative space where everyone belongs.
Joyful & cheerful – fun & happiness and positivity through colours and experiences.

Target Audiences:

Primary

Female mostly, 17 - 40 years old
Young adults who love crafts, fashion and cozy aesthetics.
Hangouts ideas for young adult/teenagers
People who value slow living & creativity.

Secondary

40 - 65 years old
Older adults who who loves and want to knit/crochet and want social connection with other people and community
Hobbyists looking for warmth & community
Parents/elders who are interested in handmade gifts, accessories and community crafting sessions.

Unique Selling Point:

"Knit & Knot" stands out as a hybrid creative space and boutique that combines handcrafted knitwear and crochet products with interactive workshops for all ages. Unlike typical retail stores, it’s not just about selling, it’s about sharing skills, creativity, and community. Every piece and every class is designed to connect people through the warmth of handmade art, offering both beautifully crafted products and personal, hands-on experiences that celebrate the joy of making together.

Brand Personality:

Warm & Welcoming – Cozy and inviting, a friendly creative space where everyone belongs.
Creative & Playful – Encourages experimentation, imagination, and the joy of handmade art. It spark creativity in others
Authentic & Handmade – Honest, down-to-earth, and proud of its handcrafted roots.
Community - Oriented – Focused on connection, sharing knowledge, and bringing people together.
Calm & Mindful – Promotes slow living and the peaceful rhythm of crafting by hand.
Joyful & cheerful – fun & happiness and positivity through colours and experiences.

Brand Positioning Statement:

"For individuals who appreciate creativity, comfort, and connection, Knit & Knot is a warm and welcoming brand that offers handcrafted knitwear, crochet accessories, and engaging workshops. Unlike ordinary fashion stores, we blends artistry and community, allowing people to wear, create, and share the beauty of handmade craftsmanship. It’s where style meets storytelling, every stitch connecting people, passion, and purpose."

Mood Board Creation:

Below is the moodboard for the brand. It is overall cheerful, colourful and vibrant and fun. I also took inspirations photos from Pinterest as well as ideas for collaterals later on.

(Fig. 7.2) - Week 8, Brand Moodboard, JPEG

Brand Applications:

1. Corporate Stationery

Business Card (Main & Staff)
Letterhead (with and without mocked text)
Envelope
Invoice
Gift Card

2. Collateral

Uniform/Staff Apron
Products:

Yarn
Gift Wrapping Paper
Pouch for the yarn needle and hook
Crochet hook & needle

Pins
Stickers & Tape
Sewing machine
Packaging / Gift Bags
Merchandises

3. Digital Presence

Website design
Workshop Booking page (mobile)
Social media design

4. Environmental Graphics & Simulations

Signage
Shop front displays
Cashier desk
Standing signboard

Before starting the collaterals, I searched for all of the mockup template files first online and saved downloaded it all into one folder on my desktop and started working on each of them one by one using adobe photoshop, also adjusting the brightness, highlights and shadows.

(Fig. 7.3) - Week 8, Collaterals Mockup Progress on Photoshop

(Fig. 7.4) - Week 8, Collaterals Mockup Progress on Photoshop

I started transferring the guidelines from task 2B and all the finished collaterals that I did in Photoshop into indesign page spreads for the physical book. However, I added more things in the book to make it more complete such as the guideline template for the letterheads and stationery as told by Ms V. I used size A5 portrait for the book size, but made the width slightly more to avoid cramping the contents. For the inner margin I added extra space so that the contents wont be cut off by the spine in the middle when printed later.

(Fig. 7.5) - Week 8, Progress on Indesign Book Layout

(Fig. 7.6) - Week 8, Progress on Indesign Book Layout

(Fig. 7.7) - Week 8, Progress on Indesign Book Layout

All Brand Applications PDF :

(Fig. 7.8) - Week 9, Final Collaterals Only Compiled, PDF

TASK 3 - Final Slides:

(Fig. 7.9) - Week 9, Final Brand Guidelines Slide, PDF

TASK 3 - Final Book:

(Fig. 7.10) - Week 9, Final Brand Guidelines Book Spreads, PDF

(Fig. 7.11) - Week 10, Final Brand Guidelines Flipbook FlipHTML5

Flip HTML Link: https://online.fliphtml5.com/kturb/jmhc/

Final Physical Book:

I printed my final book in Mummy Design shop and used a glossy art paper 128 gsm for the content pages and art card matte of 310 gsm for the front cover. I personally liked how the book turned out to be. I have actually added alot of space in the inner book margin on indesign before the printing process so that no contents/words would be cut off in the final book, and thankfully no content were cut off in the inner spine margin.

(Fig. 8.1) - Week 11, Final Brand Guidelines Printed Book

(Fig. 8.2) - Week 11, Final Brand Guidelines Printed Book

(Fig. 8.3) - Week 11, Final Brand Guidelines Printed Book

(Fig. 8.4) - Week 12, Final Brand Guidelines Printed Book Standing Photograph

(Fig. 8.5) - Week 12, Final Brand Guidelines Printed Book Photograph

Cover, Back and Spine Design:

(Fig. 8.6) - Week 12, Book cover, spine and back design

(Fig. 8.7) - Week 12, Final Book Flip-Through video

Submission & Presentation Day (Week 12):

In week 12, all of us submitted our physical books to Ms V and we presented briefly to the class for 5 mins on what our brand and logo is about.

(Fig. 8.8) - Week 12, Final Presentation Photos in class

(Fig. 8.9) - Week 12, Final Presentation Photo & submission of book in class

The above picture with 2 books are my book and Maria Ashley's book on the left

(my classmate) :).

Feedbacks

Week 1:

General Feedback: Briefing of our first task and ms told us to form groups of 4, choose a well known brand/company and start researching for our slides.

Specific Feedback: None

Week 2:

General Feedback: Ms Vitiyaa recap about branding from the firts lecture and talked about the different types of logo and how to put maning into a brand's logo. We were also taught on what brand, branding and brand identity really means as well as brand loyalty, for example, choosing AirAsia as our first airline choice because it is cheapest compared to other airlines, meanwhile some people prefer comfort over budget. One thing to keep in mind when creating a brand is to self your brand's first and then only sell your brand's products. We learned the story behind the M logo in mcdonald's for example, as well the amazon logo. If you are making a logo for someone, the starter set should has a business card, and stationery set with the logo on it.

Specific Feedback: No specific feedback, Ms V just told us to continue working and finishing on our slides for task 1.

Week 3:

General Feedback: We presented our finsihed task 1 breaking brand slides on Airbnb to the class while ms v gave use feedbacks afterwards. She also briefed us about our next task.

Specific Feedback: Our group presentation could have included and mentioned how the Airbnb business operates and how they (the hosts) sign the contract of the place before getting that accomodation, how they check on the place before publishing the accomodation on the booking platform listing. Another point was that ms told us we should be careful when we present and we can add a slide about some controversial info such as how Airbnb says they are trustworthy, but there are some bad reviews given by the trevellers such as maybe hidden cameras, or hosts being unfriendly, etc. Other than that, ms said our presentation was good and easily understandable which was good.

Week 4:

General Feedback: Ms. V briefed us on our next task 2 and task 3 together so we can have a headstart and the instructions as well. We had to start thinking of a brand we want to do for task 3, makesure it is a brand that you can expand more stuff on. She also lectured us briefly on what is brand voice and brand tone and why is it important. Brand tone is a message that is promoting whether a message is serious or general. In class we have to start doing the mindmap for our brand idea brainstorm.

Specific Feedback: After I showed my mindmap ideas to Ms. Vitiyaa she said don't do cafe since many are doing it. I then proposed to do an art & craft creative workshop space + mini cafe. Ms Vitiyaa approved it. However, I suddenly had a new idea which was to have a knitwear & crochet store which has a crochet workshop section so people can learn doing crochet. Ms Vitiyaa liked the idea and I chose this for my final brand.

Week 5:

General Feedback: Ms. V told us to make as much sketches and explorations for logo and explore as much by also considering the keywords related to what the company personality is and possible elements needed in the logos.

Specific Feedback: I showed ms vitiyaa my rationale, mindmaps & sketches and said I can do better because currently it does not give that feeling much of the warmth and logo of the yarn. She told me to do something to connect the 2 "K" in Knit & Knot with the ball of yarn.

Week 6:

General Feedback: Ms said to further continue enhancing the logo until we are more satisfied with it, start planning what colours you want to put.

Specific Feedback: Ms vitiyaa said to make the logo more readable, so far it is ok and "makes sense" already with the knitball present in the logo.

Week 7:

General Feedback: Ms V told us to finalise the logo by today and she lectured us about how to make a clearspace for the logo and to use grids while constructing out logo on illustrator. She said that we have to be done with all checklists by next week, but the GIF we hold on for awhile as we are going to maybe further enhance our logos as we go on.

Specific Feedback: I showed ms. v my final chosen logo and she approved it. Ms said i can use either the "&" with the heart loop or the normal one, both looks ok. However, for the colours, ms said that the combination of the red, blue and yellow looks good, but the blue needs to be more contrast and strong so the whole logo is well balanced. The current one is abit pale. She said to play around with the 3 primary colours.

Week 8:

General Feedback: Ms V lectured us on how to tailor you brand voice. We can see what is possible and not for our brand. Personas is target audience in graphic design. Who we are targetting to? How do we position them. The quality of the whole area makes it think whether we would locate the brand there. How we communicate the brand to get the target audience? We were told about what a brand guideline is. Never ever use the word "cheap" in branding. If you wanted to say cheaper, you can use "more affordable". Think of how to keep the passion and enthusiasm of your brand fixed. Task 3 is due week 12 (9th) december. We have to start printing the guideline book in week 10. The size if A5, portrait orientation.

Specific Feedback: Ms v said makesure no orphans to put for the logo rationale, make sure stay consistent with the wordings like using "&" ampersand consistently. She said that for the guidelines i can expand it more for example: embossing, so it shouldnt be just restricted to just the brand colours when it comes to making the guideline book later on. She also gave me an idea for example: yellow seasonal colour for summer , the blue for winter and orange for autumn and pink during spring. Ms V also said that the clearsapce is ok but just keep in mind that i need to write the elaboration of why that is my clearspace. Ms V said that i can use the yarn ball to repeat for the patterns. The 't' pattern should be removed as it doesn't really work. Ms V told me to change the font for the headings since the current one looks more rounded and fat compared to the body font. she told me to find a bit sharper version of the rounded font.

Week 9:

General Feedback: Ms vitiyaa said start listing down and doing collaterals for our brand

Specific Feedback: Ms said I can try to do the packaging deisgns for several different products and maybe the shelves in stores.

Week 10

General feedback: Ms V told us to include a template guideline in our bci book for the business card, invoice and letterhead, to give a specific detailed guide for when if other staff want to use such as the logo size, placement, font sizes and typeface. She also told us to include the grayscale values of our logo.

Specific feedback: Ms V said my slides are all ok but I just need to add the sticker on my collateral for the knit needle to look like it stay in place.

Week 11

General feedback: Ms V told us to prepare for 5 mins presentation next week on our chosen brand, name, logo and show collaterals. We must submit the book by next week.

Specific feedback: Ms V said for the yarns in my content page, I should join the yearn with the 'O' of the Content title. She also told me to put background for the collateral of the yarns so it is all blocked pictures. Ms also said that my page number should be smaller 7 pt size and change to grey so it doesn't look so obvious.

Week 12

General feedback: We presented our slides of our brand and logo in class and finally submitted our books.

Specific feedback: Ms V said that I should add a flip through video of the book so I can put in blog

Overall BCI Final Reflection:

1) Experience

2) Observations

3) Findings