Brand identity

Branding is any idea, not a thing. It is a shifting set of perceptions and associations that can be influenced but not controlled. A successful brand connects to its audience on an emotional level, representing a feeling, an idea, a way of life. Brand identity is the visual language that a company used to communicate with its audience. Our brand identity reflects our marketing statement: it’s not pink or blue. It’s about design culture and self-expression. Here are some examples:


1000px-FedEx_Express.svgThis logo has been a successful one because of the white arrow in between the E and X to symbolise their movement and the fact their company is all to do with delivery and movement.  I found when researching FED EX logo that it has won over 40 awards and has been ranked in the top ten American logos for the last 35 years. Everything about this logo works for people everywhere, the colours, the shapes, the font. We don’t need to know what Fed or Ex is for all we see is the arrow to symbolise their job, their purpose for us, and that is what makes it a trusted logo.


Amazon.com-Logo.svgThe Amazon logo is another highly successful one. With the happy welcoming font that appeals to the eye to the bold colours that can be seen on many different products. This logo also has subliminal messages; the orange arrow does more than one thing to this logo. Firstly, from one angle it looks like a smile which again is welcoming and relaxing , secondly it starts at A and finishes as Z symbolising amazon has everything for A to Z. All these factors make this logo work for all audiences.

I am stating to understand that logos aren’t just something that looks good on your products and appeals to your target audience, it has to appeal to their needs as well as their eyes. The logo needs to show your business, what it can do in the simplest way possible for it to be successful. People of all ages, all over need to be able to read and understand the logo. I have a big challenge here. I’m now starting to look into other Logo Design‘s, ones that are more creative and look into photography and other forms of the working art world. For this project I want to create a logo for my business I want to start when I finish my degree. It is a multi-media business containing photography, graphics, art, illustration, music and much much more. Therefore the logo needs to be open, and simple to the audience.

Photography Identity

I started to look into different creative logos and stationary sets that accompany them. I will be deconstructing all these elements as I will be making my own versions including stationary sets.


Starting with the logo. The shapes that are used are to give the illusion and structure of a lens/shutter, therefore we already know this is company based on cameras, furthermore with the typography it is firstly to tell you who or what the business is called but secondly it is giving the illusion of the shutter closing; which tells the audience that it photography which the shutter closing it couldn’t be filming. Using a lens and shutter mechanism gives them the opportunity to add their logo to many different branding ideas; as they have done with different camera bodies but with the same lens, on their business cards, envelopes, CD’s and complimentary slips. This ties all their work together in one logo and I believe is a very good example of photography identity.



This logo is complete opposite of the other. The logo is a strong use of typography to create the logo. They have made it stand out with the strong vibrant yellow which fixes your eyes on the logo, similar effect to what an illusion would do. I feel like this logo is printing itself on my brain with it bold clean look, it is recognisable which is always a good thing, but for me it doesn’t tell me what it is and what it does. Furthermore the stationary is very basic, but the colours are what gives  it that umph it needs. Designspiration the interesting colours make me want to find out about the business. But when I did look into the Aspect Photography I didn’t find anything I was expecting from this logo or stationary set. I don’t think this logo works, with the strange choice in colour that don’t compliment each other and the cold logo doesn’t give the impression that you’d enjoy their experience, but that might just be my personal views.

Type anatomy

The basic typographic element is called a character, which is any individual letter, numeral, or punctuation mark. The capital letters are called caps, or uppercase characters. Small letters are called lowercase characters. Numbers are called numerals or figures. Each character has a different detail that can be deconstructed using the key below.  I will be using this key to talk about mine and other peoples inspiration.


Colour theory

This colour key below is going to help me see what kind of colours I should use on my logo and stationary because just like the shapes and typography it all effects the outcome and how my audience will see me. It’s interesting to see that nearly an equal amount of brands use red but also grayscale, when one is about energy and attention grabbing and the other is a timeless classical style. It just goes to show that colour is as important if not more important than the logo itself, as audiences read colours before they read the logo or the typeface.


http://www.ma typography om/pdf/semiotic_brand.

Initial ideas

I have chosen this design as I wanted a clean logo and one that symbolised both the business owners names ( Aimee & Megan ).  Although this is just a start I feel very strongly about this design, the shapes and the structure look strong and reliable just how I want the business to be and this is supported with the direction of the logo looking or moving upwards illustrating this business will help you move forward and upwards. The only thing that needs doing now is looking into different colour and finding the right one to define our audience and business. There will be font incorporated into in but not till late on.


As you can see from these sketches I have a design I now want to complete it in Adobe Illustrator with a range of different colours but using the same simple structure throughout. I want it to be simple so it can be used anywhere and still be recognisable. For example it could be used on frontage of the shop to a business card. Its extremely versatile. Because the shape is so versatile I would like to make the logo a little retro by using art deco typography. This type of typography is angular and uses straight clean lines which would be easy to read but still give it that creative twist without using colour. This typeface also uses a lot of eyes with the font which allows the audience to be drawn straight to the ‘eyes’ of the font and read the type. Making the logo more eye catching. Furthermore with this design it looks similar to Barnett Newman

Newman’s work has a great use of contrasting colours which bring the shapes to life. I like Newman’s bold creations and would like to use his style within my work, by using bold colours and sharp shapes.


I have also started to look into typography as I believe the logo will have more meaning if I give it a full title. I want the typography to be new and fresh. I’ve found on dafont the font is called Blake. This font will help make the logo stand out, as you can see the A has a dot instead of the line I will now use that within the logo design to tie the composition together. I have chose this font as it compliments the clean cut design of the logo. The font itself looks futuristic with the clean lines and strong body. I like the detail in some of the letters such as the A it makes it more unique but still readable and understandable. The dot is also to give the letter the correct shape, the dot is taking the over the lines within in most letters that have a horizontal line through them. I like the vintage, art deco style this typography has but with a clean twist. Looking into art deco type it does seem very similar, especially the ‘Metro Hotel’ with the detail within the O’s. The only thing that Blake differs from the art deco is the bold thick lines and split lines, I believe this is what makes it modern and fresh. I really enjoy this typography as it is interesting on the eyes but is also formal and presentable in most environments but reads creative which is its main purpose from my brand.




Here are lots of different uses of colour and shape. I think I went a little over the top with my experimenting. I have kept the same positive shape with everything in the direction of up and stayed with only having two characters to symbolise the two people the own this business.  I’m finding it difficult to stay on one colour, even with understanding the colours and what they symbolise to my customers I can’t make my mind of how I want my customers to see this business. I like the idea of orange and navy, again giving this retro quality to it. I really like the shapes of trial.9 but its not right as it looks too playful and youthful, it looks similar to a children’s character from a story. Not a creative business. Trial.11 is the strongest one with the bold yet playful orange giving the impression of a playful, energetic business. I am going to look back at this one and add text to create the final version.



Self promo

Standard Dimensions of self-promo products:

Business Cards – 85 x 55mm

Complementary slips – 210 x 99mm

CD Cover – 119.8562mm x 120.65 mm


A grid subdivides a page vertically and horizontally into margins, columns, inter-column spaces, lines of type, and spaces between blocks of type and images. These subdivisions form the basis of a modular and systematic approach to the layout, particularly for multipage documents, making the design process quicker, and ensuring visual consistency between related pages.

Grids can also allow the text/type to have hierarchy depending where it is placed and how big it is and also at what angle. This can influence the way the audience reads the information and which order. Grids can effect alot about how your work is consumed therefore it is important to make sure you have the right use of organising.


Grid — def.
A grid is a network of lines. It is a tool for generating form, arranging images, and organising, information. The grid can work quietly in the background, or it can assert itself as an active element. The grid becomes visible as objects come into alignment with it. Some designers use grids in a strict, absolute way, while others see them as a starting point in an evolving process.

In the design of printed matter, guidelines help the designer align elements in relation to each other. Consistent margins and columns create an underlying structure that unifies a document and makes the layout process more efficient.
A well-made grid encourages the designer to vary the scale and placement of elements without relying wholly on arbitrary judgements. The grid offers a rationale and a starting point for each composition, converting a blank area into a structured field.

Grids are part of modern urbanism and architecture. The facades of many glass high rises and other modern buildings consist of uniform ribbons of metal and glass that wrap the building’s volume in a continuous skin. The street grids used in many modern cities around the globe promote circulation among neighbourhoods and the flow of traffic, in contrast with the suburban cul-de-sac, a dead-end road that keeps neighbourhoods closed off and private.
The grid imparts a similarly democratic character to the printed page. By making space into numerous equal units, the grid makes the entire page available for use; the edges become as important as the center. Grids help designers create active, asymmetrical compositions in place of static, centered ones. By breaking down space into smaller units, grids encourage designers to leave some areas open rather than filling up the whole page.


I had never really thought about paper before, but having looked into my advised paper suppliers GF Smiths I started to understand that I had a lot to choose from and it had to be the right choice as this would be the frame work of all my promo products. I needed something that was pale and simple, something that wouldn’t effect the logo when it was printed on it and also the textured should be smooth and soft possibly a thinker card than the average card so that in the future I could emboss into it. I have found what I think is a good paper/card because it is a complementary colour that suits my logo and also looks professional.

Initial Ideas

For all my promo products I want the layout to be simple throughout, so the client can take in the details and not be bombarded with muli multiple ges of my brand. I want there to be constancy running throughout my self promo. I dislike the black and white promo letter head because it is too server, its too bold and doesn’t have the simplicity I was aiming for. Thankfully I am really proud of the orange promo, with the dulled down colours allowing the information to be able to be viewed clearly but at the same time its bold enough to stand out to the viewer. The grids within this self promo are basic and easy on the eye with the content flowing through the promo items. The thing I am most unsure about is the back of the letter head/complement slip, I think it doesn’t quiet fit at that angle I would have prefer to have the logo on a portrait angle but I couldn’t figure out how to do it without losing the image. My favourite self promo is the business card as it is simple and easy to read with the neat alignment and bold colours, I find it very enjoyable.




I am very pleased with the overall outcome of this branding project. I didn’t know there was so much thought put into all the little details that make a successful business, but now that I have I can’t wait to put it into action with my business when I start it up. I have learnt that it is as important as the products your offering because without them our clients and customers wouldn’t be interested and appealed by us. Which I believe is very important in a creative business. I have found this project very rewarding as I have learnt new things each week, graphic-ly I have never know anything about the design. The equipment, terminology, the software has all had to be learnt and I have found it very bewildering at times but I believe I have pulled through. I know I could have done more experimenting within design on my self promo but I found it so difficult and I think I have progressed to the best of my ability in the amount of allocated time. If I could change one thing about my project it would be my envelope on’t believe its the best I could offer but I was unsure how to work around all the details of the envelope such as the window and the gradient to visualise the deep inside. I dislike the arrangement of the front but I can’t put my finger on what it is that is wrong with it.





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