Brand Corporate Identity: Full Compilation
Angelique Svetlana Pekasa / 0377365
Brand Corporate Identity / Bachelors Of Creative Media / Taylor's University
Task 1: Exercise 1
Table of contents
Lectures
Lecture 1 (Introduction)
Brand Corporate Identity focusers on the visual integrity of a brand,
introducing the basics of identity design and the effective use of symbols.
Fig 1.1, Branding example, (25/9/2025)
Lecture 2 (Brand)
A brand is a person's gut feeling about a product, service, or company, a
brand is not what you say it is, its what they say it is. It's a mental
construct shared by society.
Visual identity helps manage the message or image/gut feeling. A brand identity is collection of ALL elements that a company makes to portray the right image to
consumers.
Branding is the process of giving meaning to specific organization by
creating and shaping a brand in the people's mind, which help people quickly
identify and experience their brand.
Benefits of branding:
- Helps stand out in saturated marker
- Gives credibility
- Charge what you're worth
- Leads to customer loyalty, leads to returning customers & referrals
- Branding = Consistency
- Helps attract ideal clients
- Saves money and time
- Give confidence in your business
- Established branding makes it easier to introduce new products or services
- Gives clear strategy for moving forward.
Designer's Role in branding is to give voice and form to the content,
strategy, and messaging. A "design program" is necessary to make sure that a
coherent and cohesive visual identity is developed across all products and
services.
Lecture 3 (Logo)
Logo
- General term of logo refers to all marks that represent a brand.
- Logotype/ wordmark is a logo centered around a company name/initials.
- Logomark is a logo centered around a symbolic image/icon.
- Signature is when a word & symbol is combined.
Monogram: overlapping or combining 2 or more letters or other graphemes
to make a symbol.
Fig 1.2, Monogram example, (25/9/2025)
- 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, or country.
- Insignia: a badge of military rank, office or member of organization.
Fig 1.3, Heraldry example, (25/9/2025)
Trademark
- These marks signifies ownership/identification, representing 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.
- The function of a trademark is identification.
- Trademark is also used as legal protection against intellectual property theft.
Lecture 4 (Brand Ideals)
Brand ideal: a higher purpose of a brand that goes beyond the
product/service they sell, it's the inspirational reason for being, why it
exist and the impact it seeks.
Brand values deliver real engagement and direct you towards more powerful
bonds with the target audience.
Ideals are essential to be a responsible creative process, here are the ideals:
- 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: the self-knowledge and making decisions that are congruent with that self-knowledge.
- Differentiation: brands need to demonstrate difference, needs to be distinct, leave a big gap.
- Sustainability: ability to have longevity in an environment in constant flux and characterized by future permutations that's not predictable.
- Coherence: whenever a customer experience a brand it must feel familiar and have desired effect.
- Flexibility: an effective brand identity positions a company for change and growth in the future.
- Commitment: need to ensure all people engaged with the brand are motivated and dedicated to ensure success.
- Value: measurable results need to be created that promote and sustain a brand.
Lecture 5 (Positioning)
Brand positioning: the process of placing your brand in the mind of your
customers, referred to as positioning strategy, brand strategy, or brand
positioning statement..
4 different types of positioning:
- Arm wrestling
- Takes on the market leader and beat them at their own game and is possible if there's a well established market category with no clear leader, but takes lots of money and time.
- Big fish, smaller pond
- The focus is on niche market within a larger market that's 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, works if the product/service features innovation or if there's a change in market need.
- Change the game
- Reserved for when there's a need but no market category for what you do. The advantage of this is that you'll be a market leader by default. The downside, there's major barriers, as many will want to copy and beat you to it.
Positioning: strategic process used to determine the place or niche an offering
should occupy in a given market. Used 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.
4 essential elements of a best-in-class positioning
statement:
- Target Customer: who are the target group your trying to attract
- Market Definition: what category is your brand competing in and in 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
Instructions
Tasks
Task 1: Breaking Brand
In this task we were assigned to choose an existing international brand and deconstruct it using the framework provided by Ms. Vitiyaa. For this task we were divided into groups consisting of 4 people each.
Group 3 members:
- Angelique Svetlana Pekasa
- Maria Ashley Sundoko
- Valerius Ethan Wirawan
- Rachmadiyanti Anggia Tsani
After knowing our groupmates, we decided on to choose Airbnb as our brand. Each of us have our own tasks, and before going into making the presentation slides, we made a shared document where we compiled each of our research to make it easier to put on the slides later on.
After that we make sure that we understand all the research made, not just our parts of the research. Then, we transfer the important points into Canva to make the presentation. Shown below is the final presentation.
Task 2A: Collect & Analyze 28 Logos
To start of this task we were assigned to take 28 logos that we never see or are unfamiliar with. These logos are then analyzed by their logo type, style, graphic elements, color scheme, and typography. Shown below is the pdf of the analysis.
Task 2B: Logo Development
In this task we were required to make a brand for our own company, the first step to this is to make a mind map about the ideas we have, we were required to brainstorm 3 different ideas in class. Shown below is the mind map that I did.
Fig 1.1, Mind map, (week 4, 13/10/2025)
Fig 1.2, Visual References, (week 5, 20/10/2025)
The name for the business is "PAPAW". PAPAW is derived from the word "paw" which refers to a dog's foot. I then repeat the letters "p" and "a' from "paw" and put it in front making the word "PAPAW" as our brain remembers through repetition. The word PAPAW is simple, fun, and easy to remember, especially for kids as there will be a lot of kids in the park. And Shown below is the ideation for it along with the sketches made.
Fig 1.3, Sketches, (week 7, 3/11/2025)
PAPAW could also be short for "Parkside Paws" however as it was too long, so I scraped the idea. After consultation 3 of my sketches was picked, and I decided to go with the one circled on the very bottom, shown below are sketches picked by Ms. Vitiyaa (Week 7 feedback).
Fig 1.4, Sketches, (week 7, 3/11/2025)
I tried to make the logo sharper, to convey more minimalism towards the brand, however I didn't like how it seems as it wasn't fun at all. Shown below is the variation that I made.
Fig 1.5, Digitalization exploration, (week 7, 3/11/2025)
Fig 1.6, Digitalization exploration, (week 7, 3/11/2025)
After that I started to work on the wordmark. I make further details on the sketch, and brought it to illustrator to further enhance and improve it. I purposely make the size and the angle of the "A" and also the "P" a bit different in order to make the wordmark looks more fun and friendly without overdoing it. Shown below is the process on how I do so.
Fig 1.7, Word mark digitalization, (week 7, 3/11/2025)
Then I combined both the wordmark and the logo. Shown below is the final version of it.
Fig 1.8, Final Logo, (week 7, 3/11/2025)
PAPAW main points:
-Core values: Joyful, Convenient , Transparent, Professional
-Unique Selling Point: Park-based convenience, Fun experience, Community connected
-Logo: simple, doodle-style, minimalist, fun, friendly
-Overall theme: fun and friendly
Task 2 Requirements:
- Logo in black and white
- Logo in reverse
- Logo in colours
- Logo space rationalization
- Logo clear space
- Logo with strapline
- Logo with rationale
- Logo with minimum size
- Brand primary and secondary colours
- Logo/Brand typeface(s)
- Patterns derived from logo
After going through the requirements I went to Illustrator to make it.
Fig 1.9, AI process, (week 7, 5/11/2025)
After that I went into making the animation, the main idea of the animation is to make a logo reveal that is speaks of how fun and friendly PAPAW is. So for the animation I make the word and the logo bounce in After effect. I do so by making key frames, changing the speed graph and also the key frame velocity. Shown below is the screengrab of the process along with the final animation.
Fig 1.10, After effect process, (week 7, 5/11/2025)
Fig 1.11, Final Animation, (week 8, 12/11/2025)
Shown below is the final outcome.
Task 3: Positioning & Brand Identity
For this task we need to expand our brand into several collaterals for business use, merchandise, environmental graphics, and also digital presence. For this I went into pinterest first to get an idea of what I want my brand, PAPAW, to look like. Shown below is the mood board and reference that I used.
Fig 1.12, mood board, (week 7, 12/11/2025)
Logo Rationale:
PAPAW is a mobile dog washing service that operates from a van located in local dog friendly parks. PAPAW brings cleanliness and happiness directly to pets and their owners. The service offers a practical solution for dog owners as PAPAW allows them to conveniently wash their pets right after playtime before heading home.
PAPAW offers a friendly, fun, and stress-free grooming experience, for both dogs and owners. This friendly and fun theme is shown through the minimalist, hand-drawn, doodle logo along with the hand-drawn typeface. The doodle style highlights friendliness while the simplistict style highlights the simple yet unbreakable re lationship of owners and their dogs.
Key words: Fun, friendly, and convenient
After that I made a list of all the collaterals that I want to do. Shown below are the list of all the collaterals that will be made.
Corporate Stationery:
- Letterhead
- Envelope
- Invoice
- Business Card
Collateral:
- Stickers
- Dog Shampoo
- Paper Bag
- Tote bag
- Cap
- Dog scarf
- Dog collar
- Staff Apron
Digital Presence
- Website
- Social media (Instagram presence)
Environmental Graphics:
- Van
- Street Standee
- Wall signage
For this task we were required to make a book as the final outcome
Feedback
Week 1: Introduction to the module and module briefing
Week 2:
- General feedback: This week Ms. Vitiyaa gives a review from the pre-recorded lectures given, we were revieed about the difference between brand, branding, and brand identity.
Week 3:
- General feedback: Don't read during presentation, speak loudly
- Specific feedback: Overall our group is clear and easy to be understood, however our presentation could've include an explanation about how Airbnb works (how host apply for listing and also the contract), In addition to that, the presentation could've also include both positive and negative feedback from customers in comparison to what the brand offers
Week 4:
- General feedback: General brief for task 2 and 3
- Specific feedback: The skate/street apparel and coffee shop was too general, Use the comic book van idea however try to change it to not a comic book, something more creative, something outside the box.
Week 5:
- General feedback: Make sketches and make further exploration of your chosen company.
- Specific feedback: Explore more, think outside the box for your company, it doesn't need to make sense.
Week 6:
- General feedback: Continue on enhancing the logo
Week 7:
- General feedback: For the clear space use an element or a letter from your logo and make a grid for it which acts as a margin
- Specific feedback: Ms. Vitiyaa chose some sketches to be made and finalized. Don't need to worry about the measurements for the space rationalization in this case because the logo type and the wordmark that used is illustrative so there isn't a fix measurement.
Week 8:
- General feedback: When making a brand take into consideration where your brand will be located, question how do you communicate your brand, what is your primary mission. For making the final book guideline make it as A5.
- Specific feedback: Make a bit of changes to the logo itself, make some elements parallel to the other. Define the clear space for the space between the logo and the wordmark, along with the space between them and the tagline. In addition to that, just delete the minimum size for the combination of logo and wordmark and the logo, just stick with the wordmark itself for the minimum size.
Week 9:
- General feedback: For the collateral, don't need to make a fully working website, just the layout of the homepage will do. Same thing with Instagram.
- Specific feedback: The patterns are too load right now, the opacity needs to be reduced and maybe use multiply. The patterns right now distract the attention from the main logo. Also remember the logo clear space, make sure that there are no background images behind it too. The invoice and the letterhead, and also the transition from one slide to another should also be consistent.
Week 10:
- General feedback: Put grey scale value on the book guideline, put also the construction of the business card along with the envelope, refer to the google drive given.
- Specific feedback: Make sure that the presentation is coherent, If you use capital letters, then use all caps, make sure that the size is also the same. Make sure that there is no orphans, make the bullet points also coherent, and the size of the mockup.
Week 11:
- General feedback: Presentation is next week 5 min for each person. Talk about the meaning behind your logo, the meaning behind the brand name, and the collaterals. Submission for eport is on week 13, 16 December.
- Specific feedback: the margins could be move by 0.5cm to the right/left in order to avoid it to be unreadable because of the bindings when printing later on. And then make the layout more consistent, make some changes on the target audience and brand value page and also the brand story, maybe try putting the title towards the upper corner left of the page like USP page. Also decrease the size of the patterns.
Week 12:
- General feedback:
- Specific feedback:
Reflections
Task 1
Experience
To be honest, it have been a long while since I do a presentation, the last one that I did was in semester 1, back when I was taking SIP module. So I got a bit nervous when I was doing the presentation and stutter for a bit. However, I think that my group did well and clearly delivered the presentation. In addition to that, working as a group to analyze and breakdown Airbnb's brand identity and logo was very insightful. By doing it as a group, I get to know more different opinions and information from different kinds of angles, which makes the task at hand easier.
Observation
While working on this task, I observe that Airbnb's logo developed over time not just for it's aesthetic or to keep up with the minimalist trend, but also to tell of it's story and the values it holds. Airbnb's tagline "Belong Anywhere" also acts as it's brand identity which helps connect with people's emotions, gaining Airbnb a lot of loyal customers.
Findings
From the research that we did as a group, I find that having a brand identity is very crucial for a company. Airbnb is very famous and successful, one of the major reasons for this is because of the brand identity that it have. Airbnb's brand identity makes people choose Airbnb over it's competitors, as Airbnb connects with people's emotions with it's stories by letting people feel like home in foreign countries or places. The use of Airbnb's strategy in brand identity is worth copying for my future projects.
Task 2
Experience
This task really makes me observe my surroundings more, every time I scroll through Instagram or just on a walk, I will look at their logos and analyze them for this task. Analyzing 28 logos seems too much at first to do within a week, however overtime it gets easier as I learn to manage my time.
Observation
While working on this task, I observe that a brand logo doesn't need to always be descriptive, a brand logo could just be a wordmark with a specific font, however it should be strong enough and be suitable for what the brand do or offer.
Findings
From analyzing 28 logos, I find out the importance of logos. Logo become the first thing people see in a lot of cases, for example when walking down the street the first thing people will see is the logo of a coffee shop. And by analyzing a lot of logos I find out how the color scheme and typography comes into play and how they interact with each other in logos.
Task 3
Experience
Task 3 have been very interesting, and it was also a bit overwhelming at first as there was quite a bit of things to get done. What was the most stressful part was making the real book as there was a lot of problems with the printing shop, as the printing shop doesn't print the book correctly on many parts and they kept blaming me for it. To the very end of it, I ended up going with what I got as they told be to pay again to get things fixed, and printing the book cost a lot of money, especially for students.
Observation
When making the book and also the slides I observed that I made a lot of small mistakes and small inconsistency. I made mistakes like using all capitals on several sub-headings while using capital on only the first letter on others, or using full stop on several paragraphs while using none on others. Although this mistakes might look small, it's actually crucial as the book or presentation becomes inconsistent.
Findings
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