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Brand Corporate Identity | Project 1

22/09/25 - 22/1/25 [ Week 1 - Week 14 ]

Nicco Chew Jin Xun (0366563)

Brand Corporate Identity | Bachelor of Design (Hons) In Creative Media | Taylor's University

Tutor: Ms.Vitiyaa

Table of contents

1. Instructions
2. Lectures
3. Task 1 / Exercises
4. Feedback
5. Reflection
6. Further Reading

Instructions

Lectures

Brand Corporate Identity 
- An integral part of the graphic design discipline as it focuses on the visual integrity of a brand. This module introduces students about effective use of symbols in the area of visual communication & creation of an image & development of a brand.

" A symbol is a mark, sign or word thatindicates, signifies/is understood as representing an idea, object / relationship." 

projects in total, all submitted via eportfolio.

- Project 1 / Breaking Brand ( Case Study )
- Project 2 / Logo
- Project 3 / Positioning & Identity
- Final Project / Brand Guideline



What is a Brand ?
- The term derives from the Old Norse word brand / " to burn " & refers to the practice of branding livestock, which dates back more than 4,000 years to the Indus Valley.
- A person's gut feeling about a product, service / company while companies can't control this process, they can influences it by communicating the qualities that make this product different than that product.
- A brand is not what you say it is, it's what they say it is.
- It's a mental construct shared by society about a product, device, organisation / even a person.

What is a brand identity ?
- " Gut Instinct ", the image / messaging associated with the product, service, organisation/ person.
- The gut feeling is one aspect of the brand's identity, the other is its visual identity which helps to manage the message / image / gut feeling.
- The collection of all elements that a company creates to portray the right image to its consumer
- Different from " brand image " & " branding "

What is branding ?
- The process of giving a meaning to specific organisation, company, products / services by (actively) creating & shaping a brand in consumers' minds.
- A strategy designed by organizations to help people to quickly identify & experience their brand & give them a reason to choose their products over the competition's.

Branding can be achieved through :

- Branding definition
( purpose, values, promise )

- Brand positioning statement
( what your brand does, who you target & the benifits of your brand )

- Brand Identity
( name, tone of voice, visual identity design which includes logo design /colour palette / typographies )
- Advertising & communications
( TV, radio, magazines, outdoor ads, website, mobile apps )

- Product Design
- Sponsoring & partnerships
- In - store experience
- Workspace experience & management style
- Customer Service
- Pricing Strategy


What are the benefits of branding ?
- Helps you stand out in a saturated market
- Gives you credibility
- With a clear brand, you can charge what you're worth
- Leads to customer loyalty
- Leads to returning customers & referrals
- Branding = Consistency
- Helps to attract your ideal clients
- Save your money and time
- Gives you a clear strategy for moving forward
- Established branding makes it easier to introduce new products /services


What is a designer's role in branding ?
- Designers play a pivotal role in the creation of a brand but they are part of a larger network of individuals collaborating to give voice & form to the brand.
- There can be no brand without the skill sets a designer brings to the table.
- Our role is to give form to the content, strategy & messaging.
( means research, development of a trademark, history of client & target market & more )


Design Programme
- To ensure consistency in message
- To ensure a visual identity is developed that is coherent & cohesive in its application across products & services of the organisation / person.
- A crucial endeavour in every large & medium enterprise for branding to be effective
- To develop envision, create a visual identity that's distinct, memorable, consistent, value - based, profit based, gives confidence,
- Endears itself to the audience & audience



Term: Logo
- " logo " is short for logotype, design speak for a trademark made from a custom lettered - word.
- Caught on with people because it sounds cool, but what really mean is trademark, whether the term is a logo, symbol, monogram, emblem / other graphic device.
- Wrongly understood is that a logo is a symbol made up of text & images that identifies a business / service / product / person.
- The term " logo " refers to all marks that represent a brand.
- A logotype is a logo centred around a company name / initials.
- A logomark is a logo centred around a symnolic image / icon.


Brand
  • A person's gut feeling about a product, service, or company. 
  • While companies can't control this process, they can influnces it by communicating the qualities that make this product different that that product. 
Ideal
  • The satisfaction of "one's conception of what is perfect; most suitable. 
Brand Ideal
  • A higher purpose of a brand / organisation that goes beyond the product or service they sell. 
  • The brand's inspirational reason for being.
  • Explain why the brand exists and the impact it seeks to make in the world.


Positioning
  • Brand positioning is the process of positioning your brand in the mind of your customers.
  • Also referred to as positioning strategy, brand strategy, brand positioning statement.
However, Willis (2017) draws a distinction between strategy and positioning, implying that strategy is a long term plan and influences the positioning of the brand, "Creating your brand strategy is like drawing out a map, and positioning is determining your location and destination".

Task 1 / Exercises

Task 1: Breaking Brand - Case Study (20%) [ Week 1 - 3 ] 

We were required to choose an existing, preferably large regional or international brand, and deconstruct it using the provided framework

Submission: Individual, but research and analysis may be done in groups.

Group Members:
1. Kimberly Miaw Jya Nee
2. Nicco Chew Jin Xun
3. Mah Sze Min
4. Zhang Tian Yao

We have chosen LEGO for our case study.

Research Outline

The case study is broken down into two main parts:

A. Brand Profile
B. Expanded Brand Profile

Fig. 1 - Task 1 Research Outline (Week 1)

We started by compiling our research in a Google Docs. We have also equally divided the specific parts to research on. I was in charge of:

4. Unique Selling Proposition (USP)

Expanded Brand Profile:
1. Description
2. Benefits

Fig. 2 -  Lego Brand Research, Week 2

Once we had completed our research, we began creating the presentation slides in Canva, transferring all of our gathered information into a clear and organized slide format. During this process, we focused on structuring the content logically, selecting visuals that complemented our points, and ensuring that the slides were visually consistent with our brand identity. 

Fig. 3 - Lego Brand Research Presentation, Week 3

Task 2(A): Logo Research [ Week 3 - 5 ]

The goal is to collect 28 logos over the course of two weeks, aiming for two logos per day. Each day, the first two logos you encounter, whether outside your house, while browsing online, driving, or in any other setting, should be collected. If you come across a logo you’ve already seen, skip it and find a new one to ensure variety.

For Each Logo, Document:

1. Logo Type
  • Logotype (wordmark)
  • Logomark (symbol/icon)
  • Combination, etc.
2. Style
  • Descriptive
  • Abstract
  • Other styles
3. Graphic Elements
  • Describe the shapes, symbols, or design features used
4. Colour Scheme
  • Warm or cool colours
  • Primary, secondary, or tertiary colours
5. Typography
  • Describe the typeface or style of the text used
Fig. 4  - T2(A) Logo Research, Week 5

Task 2(B): Logo Development [ Week 6 ]

Ideation

In the second part of Task 2, we were required to develop our own logo design based on a chosen brand or occupation. 

I first presented my initial idea, which was an Indie Culture Concept Store. However, Ms Vitiya pointed out that if the concept store focuses on selling or producing merchandise from existing bands, it would not be allowed, as the brand must be entirely self-created. As a result, this idea was rejected. I then reconsidered my direction and developed two new ideas: a streetwear concept store and a racing team brand. 

After presenting my two new ideas to Ms Vitiya, she confirmed that both were acceptable options. Taking his feedback into account, I decided to move forward with the racing team concept, as I felt it offered more opportunities for creative development and aligned better with the direction I wanted for my project.

Fig. 5  - Brand Identity Concepts Mindmap


Then, I finally began sketching out my logo ideas. Since the concept is based on a racing team, I focused my exploration on elements such as flags, roads or tracks, and flames, as I felt these best represent the energy and excitement associated with racing. I wanted the logo to capture the passion, speed, and competitive spirit that are central to a racing team, while experimenting with different compositions, shapes, and visual styles to see which elements could best convey the brand’s dynamic identity.

 
Fig. 6  - Logo Sketches


Digitalisation

Fig. 6  - Logo Digitalisation Progress in Adobe Illustrator

Logo Animation

As part of the project, we were required to animate our logo, which led me to use After Effects to experiment with motion and translate the brand’s identity into a dynamic visual form.


Fig. 7 - Logo Animation Progress in After Effects

Fig. 8  - Task 2(B) Logo Animation (GIF)

Fig. 9 - Progress of Task 2(B) in Adobe Illustrator


Fig. 10 - Task 2B Logo Development Compilation (PDF)

Task 3: Positioning & Identity [ Week 6 - 9 ]

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

Zelos Racing is a next-generation racing team concept born from Formula 1 culture but built for today’s creative youth. More than a motorsport brand, Zelos transforms racing aesthetics into a modern lifestyle universe where design, identity, and speed collide.


Inspired by the greek concept of Zēlos, meaning the embodiment of enthusiasm, rivalry, and the pursuit of greatness, the brand represents people who never slow down, whether on the track or in life. Zelos Racing blends motorsport design, streetwear influence, and youth culture expression, creating a brand experience that lives on apparel, accessories, digital platforms, and physical events.


The logo of Zelos Racing follows a bold, dynamic visual style. The sharp, angular “Z” letterform represents speed, aggression, and precision which are the key elements of racing performance. Surrounding it is a sweeping blue oval, an orbit ellipse that symbolizing motion, orbit, and continuous movement within a racetrack-like loop. The star-shaped spark on the right signifies the energy, ignition, and drive that pushes racers forward. It signifies the energy like the flash of acceleration reinforcing that Zelos Racing is always pushing beyond limits.


Brand Story

Zelos Racing is a performance-driven racing team built on passion, ambition, and the will to win. The name comes from the Greek word Zēlos, which represents enthusiasm, rivalry, and the pursuit of excellence.


While racing is the team’s core identity, Zelos extends beyond the circuit through its visual design, team merchandise, and fan support system. Official items like driver cards, uniforms, flags, key rings, apparel, and accessories serve as extensions of team pride, allowing fans to carry a piece of the racing spirit into their daily lives.


It’s a racing team identity that naturally evolves into merchandise and lifestyle pieces because of its strong visual culture, teamwork values, and competitive spirit.



Mission & Vision
Mission

To compete with passion, precision, and unity while inspiring fans with a racing identity built on ambition and relentless drive.


Vision
To become a racing team known not only for performance on the track, but for creating a strong cultural and visual identity that connects racers, crew, and fans.


Brand Core Values
Passion
To fuel every race, design decision, and fan experience with genuine enthusiasm for motorsport, turning speed and competition into emotional connection.

Ambition
To constantly push beyond limits in performance, creativity, and identity, striving for excellence both on and off the track.

Unity
To build a strong sense of teamwork between drivers, crew, and fans, creating a racing culture rooted in shared pride and collective support.

Competitiveness
To embody the relentless drive to improve, challenge rivals, and stand out through performance, visuals, and attitude.

Expression
To allow fans to express their passion for racing through bold design, merchandise, and collectibles that extend the team’s identity into everyday life.

Target Audiences
Primary (Ages 16-30)

People who are deeply into
motorsport culture, including:

- F1 and racing enthusiasts.
- Fans who enjoy motorsport graphics
and aesthetics.
- Design, media, and creative students.
- Young adults who collect team merch,
cards, stickers, and apparel.
- Social-media-active motorsport community.

Secondary (Ages 25 -40)

More mature motorsport fans who appreciate team identity and are willing to purchase quality collectibles or apparel.


Unique Selling Point
Zelos Racing stands out as a modern racing team that blends real motorsport identity with a strong visual culture and fan-driven experience. While traditional racing teams focus solely on competition, Zelos creates a bridge between high-performance racing and youth-driven culture, offering an identity that exists both on the track and beyond it.

Every element from driver cards, team uniforms, and pit-crew visuals to merch like shirts, tote bags, key rings, and stickers is designed to let fans feel like part of the team, not just spectators. Zelos is more than a team you watch. It is a team you can wear, collect, and belong to.

Its bold graphics, energetic colour system, and competitive spirit transform motorsport aesthetics into an accessible lifestyle, allowing fans to carry the thrill of racing into their everyday lives. A racing team identity that goes beyond the track that turning speed, ambition, and visual culture into something fans can live and experience.

Brand Personality
Bold & Energetic
High-impact and full of momentum, capturing the excitement, speed, and intensity of racing culture.

Competitive & Driven
Confident, ambitious, and always pushing to win, rooted in the spirit of rivalry and performance.

Collective & Connected
Built around teamwork and shared identity, where drivers, crew, and fans are united by pride, loyalty, and participation.

Inviting
Full of movement and excitement, yet open and approachable, welcoming fans into the world of racing culture.

Brand Positioning Statement
Zelos Racing is positioned as a modern, performance-driven racing team that merges competitive motorsport with strong visual culture and lifestyle expression. Designed for young motorsport enthusiasts and creative-minded fans, Zelos goes beyond traditional racing teams by offering an identity that can be worn, collected, and lived. Through bold graphics, cohesive merchandise, and a fan-focused approach, Zelos transforms racing from something you watch into something you belong to.


Brand Applications

Fig. 11 - Digitalisation of brand applications & collaterals in adobe illustrator

Fig. 12 - Corporate Stationary - Business Card

Fig. 13 - Corporate Stationary - Letterhead

Fig. 14 - Corporate Stationary - Invoice

Fig. 15 - Corporate Stationary - Envelope

Brand Collaterals


Fig. 16 - Collateral - Tote Bag

Fig. 17 - Collateral - Hat

Fig. 18 - Collateral - T-Shirt

Fig. 19 - Collateral - T-Shirt's  Packaging

Fig. 20 - Collateral - Drivers' Card (Front)

Fig. 21 - Collateral - Drivers' Card (Back)

Fig. 22 - Collateral - Card Holder

Fig.  23 - Collateral - Cups

Fig. 24 - Collateral - Binder

Fig. 25 - Collateral - Notebook

Fig. 26 - Collateral - Key Ring

Fig. 27 - Digital Presence - Home Page Website

Fig. 28 - Digital Presence - Instagram Posts

Fig. 29 - Environmental Graphics - Storefront

Fig. 30 - Environmental Graphics - Projection Mapping Wall

Fig. 31 - Environmental Graphics - Signboard

Fig. 32 - Environmental Graphics - Flag

Fig. 33 - Environmental Graphics - Round Signboard


Fig. 34 - Brand Guidelines Presentation Slides (PDF)


Fig. 35 - Zelos Racing Brand Guideline Book (PDF) 




Fig. Zelos Racing Brand Guideline Book (FLIPHTML5)












Final Physical Book

I printed my final book at Mummy Design using 300 gsm art card for the front cover and 157 gsm matte art paper for the content pages, finished with perfect binding. I really like how the final outcome turned out. What I enjoyed the most was the final printed feel of the book. The colours looked quite grey when viewed in CMYK on InDesign, so I was a bit worried at first, but seeing the physical copy changed everything—the print turned out much better than I expected, and it felt really satisfying to hold the finished book in my hands.

        


Fig. 36 - Zelos Racing Brand Guideline Physical Book 

Reflection

Week 1

General Feedback:  

This week, Ms. Vitiyaa gave us a brief introduction on the do’s and don’ts of the class, and what is to be expected throughout the module. She also gave us a rundown on the assessments.


Week 2

General Feedback: 

Ms. Vitiyaa gave us a brief recap on last week's lecture and introduced us to the concept of branding and examples on how it's successfully applied in real life. 


Week 3

General Feedback: 

This week, we presented our brand analysis for Task 1. After all groups had completed their presentations, Ms. Vitiyaa gave individual feedback and went through the e-portfolio submission deadline, while also informing us of her absence in Week 5.


Specific Feedback: 

For our group, she pointed out that the USP should have four points and the brand voice should include six points. She gave us until the end of today to make the changes and update our slides.


Week 4

General Feedback: 

This week, Ms. Vitiyaa explained Task 2, where we are required to conduct logo analysis research and develop a logo for a chosen project or concept store. She also went through the weekly guidelines until the deadline and instructed us to complete a mind map outlining three potential design pathways by the end of the class.


Specific Feedback: 

I first presented my initial idea, which was an Indie Culture Concept Store. However, she pointed out that if the concept store focuses on selling or producing merchandise from existing bands, it would not be allowed, as the brand must be entirely self-created. As a result, this idea was rejected. I then reconsidered my direction and developed two new ideas: a streetwear concept store and a racing team brand.


Week 5

General Feedback: 

This week, we focused on finalizing our concept brand and sketching out the ideas for the logo, as much as we can. We also have to complete 28 brand logo analysis for the first part of Task 2A.


Week 6

General Feedback: 

This week, we focused on developing and expanding our logo ideas for Task 2B, building on the feedback from Ms. Vitiyaa. We experimented with different sketches, adjusted proportions and shapes, and explored how color, form, and typography could better represent our concept brand.


Specific Feedback: 

After reviewing my logo sketches for Task 2B, Ms. Vitiyaa specifically noted that one of the logos with a track reminded her of a highway, but she preferred the version with the standalone “Z,” as it reminded her of the logo from the Zorro movie. She also suggested I could incorporate more flag elements or use some of them in the collateral. Finally, she encouraged me to continue exploring and developing more variations.


Week 7

General Feedback: 

This week, Ms. Vitiyaa gave individual consultations to review our progress on Task 2B. She provided feedback on my work and offered suggestions on how to improve and digitize our brand logo for commercial use and future brand applications.


Specific Feedback: 

After reviewing my logo, she pointed out that the flag element was too small. If viewed at a smaller scale, the details would be lost, so it needs to be adjusted.


Week 8

General Feedback: 

This week, Ms. Vitiyaa went through the lecture slides on how to create a successful brand guideline for Task 3, which will require us to produce a complete printed manual based on our brand. She also reviewed our progress individually and provided feedback and suggestions on how to improve our current logo guidelines and development.



Week 9: 

General Feedback: 

This week, Ms. Vitiyaa gave individual consultations to review our progress on Task 3. She provided constructive feedback and offered detailed suggestions on how to enhance our collaterals and refine our brand profile.


Week 10: 

General Feedback: 

This week, Ms. Vitiyaa focused on individual consultations to review our progress in Task 3. She provided guidance and reminders on what should be included in our final brand guideline and also asked us to prepare a short 5-minute presentation in Week 12, explaining our logo choice and overall branding. For the brand guideline, she emphasized the need for a more detailed explanation of the colour palette usage and at what opacity the logo should switch from black to white.


Week 11: 

General Feedback: 

Specific Feedback: 


Week 12:

General Feedback: 

Absent


Week 13:

General Feedback: 

This week, we already handed in the brand guideline book, and we have to finish our blogspot.

Reflection

Task 1: Breaking Brand

I found Task 1 really interesting because it allowed me to study a variety of brands in depth. I’ve always enjoyed looking at shop signs and storefronts, so researching different brands and their logos felt engaging and fun. This task made me realise that creating a logo involves much more than making something visually appealing—it requires understanding the brand’s personality, values, and the message it wants to communicate. I also discovered that every design choice, from colour to typography, has a purpose and can affect how people perceive the brand. This task helped me see design as a thoughtful process rather than just producing something that looks good.


Task 2: Logo Research & Development

The logo research part made me pay attention to things I usually overlook in daily life. Studying logos closely helped me understand that even simple logos are carefully crafted to convey specific ideas and feelings. I realised that every element, including shape, font, and style, contributes to the brand’s identity. When it came to creating my own logo, I really enjoyed having creative freedom, but I also found it challenging to decide on a clear concept. I had many ideas, so I needed to reflect on what kind of story and personality my brand should have. This made the design process more deliberate, and I felt satisfied seeing a logo emerge that truly represented the brand I imagined.

Task 3: Positioning & Identity

TTask 3 was the most demanding part of the module because it required me to put together the full booklet and brand guidelines. There were so many details to manage, like page layout, typography, spacing, and print preparation, which made the process slow and sometimes stressful. Despite the challenges, this task was very rewarding. I especially enjoyed creating collaterals and mockups after finalising my brand—it was exciting to see how these materials made the brand feel more complete and polished. The experience taught me how important careful planning, attention to detail, and time management are when working on a professional design system. It also helped me identify areas for improvement, such as working more efficiently while maintaining quality.

Further Reading

Fig. Designing Brand Identity by Alina Wheeler & Rob Meyerson 

Designing Brand Identity: 
A Comprehensive Guide to the World of Brands and Branding

  • Brand is more than a logo
    Brand identity is the complete system of visual, verbal, and experiential elements—logo, colour, typography, tone of voice, and behaviour—that together shape how people perceive a brand.

  • Strategy comes before design
    Strong brand identity starts with research and strategy. Understanding the brand’s purpose, values, audience, and positioning is essential before any visual design decisions are made.

  • Consistency builds recognition and trust
    A consistent brand identity across all touchpoints (print, digital, packaging, environment, social media) helps audiences recognise the brand quickly and builds credibility over time.

  • Brand identity must be flexible and scalable
    Modern brands need systems, not fixed visuals. A successful identity works across different platforms, cultures, and future applications while still remaining recognisable.

  • Branding is a process, not a one-time outcome
    The book outlines a structured branding process—from research and strategy to design, launch, and governance—emphasising that brand identity must be managed and evolved continuously.

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