Brand Corporate Identity

August 25, 2025

Brand Corporate Identity

22/09/25 - (Week 1 - Week )

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

Anggia Tsani Rachmadiyanti, (0368487)

All Work Compilation

CONTENT LIST

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

Documentation:

Use Google Slides to present all 28 logos and your analysis

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)

Mindmap of idea:

In week 4, I 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.

Task 3 - Positioning & Brand Identity

"Logo Rationale & Brand Applications"

Instructions:

Timeframe: Week 06 – Week 09
Deadline: Week 10

1. Logo Rationale:

Write a logo rationale explaining the design choices
Use keywords from the brand profile that reflect the brand’s core values

2. Mood Board Creation

Create a mood board featuring:
- Colours
- Visual style
- Typography
Use the mood board to start positioning your brand
Ensure the mood board reflects the brand’s distinct identity and core values

3. Design Brand Applications

Using your logo and mood board, design the following:
- Business card
- Letterhead & continuation sheet
- Invoice

4. Additional Brand Collaterals

Design at least 4 other brand items, e.g.:
- T-shirt
- Tote bag
- Lapel pins
- Product packaging

5. Digital Presence & Environmental Graphics

Design brand applications for digital platforms, such as:
- Website
- Social media
Apply the brand identity to environmental graphics, including simulations of:
- Signage
- Shop front
- Reception desk

Logo Applications Required:

1. Print Stationery

Business Card
Letterhead & Continuation Sheet
(with and without mocked text)
Envelope
Invoice

2. Collateral

Design four relevant collateral items of your choice, for example:
- T-shirt
- Tote bag
- Lapel pins
- Product packaging
- Any other suitable items

3. Digital Presence

Website UI design
Social media branding elements

4. Environmental Graphics & Simulations

Signage
Shop front displays
Reception desk branding
Other relevant environmental applications

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 aairline 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.

Overall BCI Final Reflection:

1) Experience

2) Observations

3) Findings