Brand Corporate Identity

23.09.2025 - 17.12.2025 / Week 1 — Week 13

Chan Zhi-Ren Zenndan / 0369069

Brand Corporate Identity / Bachelor of Design (Honours) in Creative Media / Taylor's University

  1. Lectures
2. Instructions
3. Process Work
      3.1. Task 1: Breaking Brand
      3.2. Task 2: Logo
      3.3. Task 3: Positioning & Identity
4. Reflection

1. Lectures

Lecture 1: Introduction

This lecture introduced the Brand Corporate Identity module and helped me understand what branding actually involves beyond just designing a logo. I learned that brand identity starts with a symbol or mark and slowly develops into a full visual system that represents a brand’s values and positioning.

Key takeaways from the lecture:
Branding is about visual identity and consistency
A symbol represents an idea or meaning, not just decoration
Identity design is about positioning a brand among competitors
Simplicity is important but difficult to achieve

Overall, this lecture helped set the direction for the semester and made it clearer how the upcoming tasks will build towards creating a complete brand identity.

Lecture 2: Brand

The differences between a brand, brand identity, and branding are clearer now:

A brand is the gut feeling people have about a product, service, or company.
Brand identity is the collection of visual and messaging elements that shape that perception.
Branding is the active process of creating and positioning the brand to stand out and build trust.

Figure 1.1 What is Najib's brand?

Designers play a key role by developing consistent and distinctive visual identities, based on research into the brand’s values, audience, and purpose. Strong branding builds recognition, credibility, and customer loyalty.

Lecture 3: Types of Marks

1. Logo / Logotype

Commonly misused term; technically refers to a word-based design (letters only).
Often used generically to mean any brand symbol.
Variants:

Logo mark → symbol or icon-based design.
Combination mark / Signature → word + symbol together.

Examples: Coca-Cola (word mark), Nike (symbol), combination marks combine both.

2. Monogram

A symbol created by overlapping or combining two or more letters.
Often initials of a person or company.
Historical examples: Dutch East India Company (VOC), modern examples: IBM, LG.

3. Heraldry

European-origin system of symbols representing families, institutions, or royalty.
Elements: shield, crest (often an animal), motto, wreath, etc.
Modern use: schools, universities, organizations (e.g., University of Malaya, Liverpool FC crest).
Not exclusive to Europe; Asia has similar systems with distinct visual styles.

4. Trademark

Legally recognized symbol, word, or combination representing a company or product.
Functions:

Identification of a source.
Legal protection against copying.
Assurance of quality.

Variants:

Service mark → identifies a service rather than a product.
Unregistered mark → uses ™; registered → ®.

Examples: Apple’s logo, product names, and service marks.

Lecture 4: Brand Ideals

A brand ideal is a brand’s higher purpose, beyond just products or services. It’s why the brand exists and the impact it wants to make.

Unifies employees around a shared goal
Creates deeper emotional connections with customers
Often leads to better financial performance

Famous examples:

Nike → Just Do It (encourages perseverance)

Apple → Think Different (celebrates creativity and innovation)

Google → Don’t be evil (original ethical ideal)

Core Principles of Strong Brands:

Vision – Big ideas, bold leadership
Authenticity – Honest, true to themselves
Differentiation – Stand out in the market
Sustainability – Long-term relevance
Coherence – Consistent experience
Flexibility – Adaptable to change
Commitment – Fully supported internally
Value – Meaningful for society and customers

Lecture 5: Positioning

Definition:

The place your brand occupies in the customer’s mind, distinct from competitors.

Key Idea:

Strategy = map (plan)
Positioning = spot on the map (mental space)

Positioning Styles:

Arm Wrestling: Fight market leader (expensive, hard)
Big Fish, Small Pond: Serve a niche market (risky if copied)
Reframing: Change market rules, focus on values (Apple: Think Different)
Change the Game: Create a new category (Uber, Xerox)

Positioning vs Differentiation:

Positioning: Mental impression
Differentiation: Tangible uniqueness

Brand Positioning Statement Must Include:

Target customer
Market/category
Brand promise (benefit)
Reason to believe

2. Instructions

Document 1.1 Module Information Booklet

3. Process Work

3.1 Task 1: Breaking Brand

For Task 1, I worked in a group but focused on my own individual research and analysis. We chose Fenty Beauty as the international brand for this project. The task was to break down and analyze the brand using a structured framework. This included examining its brand profile, which covered areas such as description, target market, value, positioning and unique selling proposition, as well as its expanded brand profile, which looked at the founder, logo evolution, benefits, segmentation, competitive differentiation, pricing, distribution, positioning statement, brand voice and communication strategy.

Figure 3.1 Fenty Beauty (07/10/2025).

For my part of the project, I focused on analysing Fenty Beauty’s brand positioning, benefits, distribution, and positioning statement.

Brand Positioning

In terms of brand positioning, I explored why Fenty stands out from its competitors and how it strategically places itself in the beauty market. What makes Fenty unique is its role as a pioneer in wide shade inclusivity, which pushed the entire industry to be more diverse and representative. Having Rihanna as the founder also gives the brand a strong, authentic voice and cultural relevance. Fenty positions itself as a fresh, trend-setting, and socially aware brand, supported by mid-premium pricing and retail placements in stores like Sephora. Its marketing is driven by digital engagement and influencer activity, especially on TikTok. I also identified its main competitors as Charlotte Tilbury, Huda Beauty, and L’Oréal Paris, which are brands that are similarly strong in social influence and market visibility.

Figure 3.2 "Brand Positioning" presentation slides (07/10/2025).

Benefits

For the brand benefits, I broke them down into functional, emotional, and symbolic aspects.

Functionally, Fenty offers an extensive shade range and high-performance products like the Pro Filt’r foundation, known for its long-lasting wear.

Emotionally, the brand focuses on making consumers feel seen and valued through inclusive campaigns and active engagement online.

Symbolically, Fenty represents a cultural shift in the beauty industry, setting new standards for diversity and inspiring other brands to follow.

Figure 3.3 "Benefits" presentation slides (07/10/2025).

Distribution

Looking at distribution, Fenty first gained global visibility through its exclusive launch with Sephora, which gave it instant credibility. The brand now ships to over 130 countries and works with wholesale partners, while expanding into more retail locations like Ulta Beauty to reach a wider audience.

Figure 3.4 "Distribution" presentation slide (07/10/2025).

Brand Positioning Statement

Finally, I covered the brand’s positioning statement, which centres on empowering and celebrating diversity through inclusive, high-quality products. Fenty blends a prestige image with accessible pricing, positioning itself as a brand that represents authenticity and sets a new benchmark for inclusivity in beauty.

This section of the research helped me understand how Fenty built a strong identity and became a global leader by staying true to its values and innovative approach.

Figure 3.5 "Brand's Positioning Statement" presentation slide (07/10/2025).

After presenting, we just had to fix some minor errors in fact-checking, then we could submit the work. Document 3.1 shows our group's finalized slides.

Document 3.1 Finalized Task 1 Slides (07/10/2025).

3.2 Task 2: Logo

This section is divided into two parts. Part A focuses on logo research through observation and analysis, while Part B involves developing a logo concept based on our proposed business idea.

A) Logo Research: Collect & Analyze 28 Logo

The goal of this task was to gather logos we hadn’t seen before, whether by driving around, walking, or browsing online. Most of the logos I found came from my daily activities, like when I was out driving, going to eat, or just out and about.

Document 3.2 Analyzed Logo Collection (29/10/2025).

B) Logo Development: Idea Sketches & Conceptualization

After gaining a deeper understanding of logo design, I began exploring a proposed brand or occupation by developing three initial ideas through a mind-mapping activity in class.

Figure 3.6 Ideation of Mindmaps (15/10/2025).

Figure 3.7 Idea #1 (15/10/2025).

Figure 3.8 Idea #2 (15/10/2025).

Figure 3.9 Idea #3 (15/10/2025).

After consultation with my lecturer, she noted that the coffee idea was too trendy and widely used, so I decided to explore a different direction and decided to focus on the 'luno' idea.

The brand name I chose is luno, inspired by luna, which means “moon.” I wanted to create an audio brand made for nighttime listening, something calm, reflective, and intimate. Luno captures those quiet moments when you’re studying late, getting ready for bed, or just taking time to unwind. The name reflects the stillness of the moon and the gentle feeling of sound at night.

Figure 3.10 shows my sketches for luno.

Figure 3.10 Sketches (28/10/2025).

My top options presented on Week 7 are shown in Figure 3.11.

Figure 3.11 Preferred choices (03/11/2025).

The feedback suggested that some of the selected variations felt too space-themed, which doesn’t fully match the brand’s core ideas. It was also recommended to avoid calling it a “nighttime” audio brand, since people experience night differently. Instead, the brand should be described as dark-themed, focusing on mood and atmosphere rather than time.

However, Ms. Vitiyaa noticed one of the sketches featuring the audiojacks and thought it had potential. I revisited the concept and refined it. Figure 3.12 shows the logo before and after the revision. I rounded the corners slightly to make it resemble a cable more naturally, reduced the size of the audio jack heads since they appeared too bold and distracting, and adjusted the kerning between the letters for better balance.

Figure 3.12 Logo refinement (04/11/2025).

Figure 3.13 shows the finalised logo.

Figure 3.13 Finalised logo (04/11/2025).

After that, I developed the brand voice for luno to gain a deeper understanding of the brand.

Brand Voice

Brand Personality

luno is calm and grounded. It is confident without being loud, focusing on clarity, balance, and mood rather than energy or hype.

Tone of Voice

luno speaks in a calm, approachable way that fits quiet moments of work or reflection.

Mission / Purpose

luno creates sound that helps people focus and unwind, making audio feel personal and intentional.

Value Proposition

luno offers well-balanced sound and simple design that is easy to live with. It is made for people who appreciate detail, comfort, and subtlety over flashiness.

Products & Services

Headphones, small speakers, and audio accessories designed for focus, music, and calm listening.

Key Challenge

Modern audio can feel harsh or distracting. luno provides a smoother, softer experience that is comfortable to use, clear to hear, and designed to reduce mental noise.

Visual Identity

The logo is inspired by an audio cable, showing connection and sound in a simple, natural way. Black and white versions keep it clean and versatile. Future colors may be dark, muted, and minimal to reflect calmness and focus. Typography is simple and geometric to create a sense of order.

Once that is done, I followed the submission format which required:

Logo in black and white
Logo in reverse
Logo in colour
Logo space rationalization
Logo clear space
Logo with rationale
Logo with minimum size
Brand primary and secondary colours
Logo/Brand typeface
Patterns derived from logo

Figure 3.14 Compiling for submission (14/11/2025)

I took some time to look for patterns in the logo, but I eventually found the two I needed.

Figure 3.15 Patterns (14/11/2025)

Figure 3.16 shows the final submission for Task 2B.

Figure 3.16 Logo Development Submission (14/11/2025)

As instructed, an animated logo GIF is required as the final requirement for this task. I worked on Adobe After Effects and watched a few tutorials on YouTube to gain an understanding on how I want to present luno.

I decided to implement a simple dissolve but added a few nuances in how it reacts, reflects, and reveals itself. I also experimented with HDRI compositions and several tools in the effects panel before ultimately finding what felt most appropriate and suitable for luno.

Figure 3.17 Logo Animation GIF Development (14/11/2025)

Figure 3.18 shows my final logo animation GIF for luno. I resized it to Instagram’s portrait grid format (1080 × 1350 pixels) in case we need to post it in future tasks.

Figure 3.18 Final Logo Animation GIF (14/11/2025)

3.3 Task 3: Positioning & Identity

Once our logo task is done, we are to do a deeper look into our brand and start positioning itself to potential customers.

To start, a clear rationale of Luno's logo is written out.

Logo rationale:

The Luno logo is shaped from the form of an audio jack cable, a simple element that reflects listening and connection at the heart of the brand. Its flowing line forms the structure of the mark and suggests the smooth, natural movement of sound. The gentle curves express Luno’s calm, steady character without feeling loud or decorative.

The typeface follows the same rhythm. Subtle refinements in the u and n create curves that match the flow of the symbol and keep the wordmark consistent. The result is a logo that feels simple, connected, and easy on the eyes, reflecting Luno’s focus on clarity, balance, and soft listening.

After that, I looked back at the brand voice written earlier and had to refine it for Luno's brand profile, which was the next step of the process.

Below is Luno's refined brand profile descriptions.

Brand Story: Luno began with a simple idea: sound that helps people focus and relax without adding noise to their day. The visual identity grew from that idea, with a wordmark shaped from an audio cable, so the logo literally reflects what we’re about: connection, flow, and calm.

Everything we create follows the same thinking. The products have clean, quiet forms with tactile finishes and subtle details that fit naturally into everyday life.

Brand Mission: Create thoughtfully designed audio products that deliver calm, balanced sound and fit naturally into everyday routines.

Brand Vision: To be the brand people turn to when they want clarity, focus, and quiet, offering audio that supports thinking and rest rather than adding noise.

Target Audience: Our audience is educated, urban 18–35-year-old students, early professionals, and creatives who live in campus-focused cities and active study or work late. They have mid-range disposable income and look for well-designed audio that offers clarity, focus, and quiet without adding noise.

Brand Value: Our brand values clear, balanced sound, comfort-first design, and quiet usefulness that supports focus and rest without distraction.

Unique Selling Point: Luno creates audio for focus and calm, with clarity, balance, and comfort at its core. Designed for study, late-night work, or quiet personal moments, every detail is unobtrusive and fits seamlessly into daily life.

Brand Personality: Our brand personality is calm, intentional, and grounded.

Brand Positioning Statement: Luno is a design-first audio brand creating understated, comfort-focused headphones and speakers for calm, attentive listening. For anyone seeking clarity and presence without noise, Luno delivers balanced sound and quiet forms that naturally support late-night work, focused study, and reflective moments.

Brand Application

For the brand applications, I began with the necessary business stationaries Luno will use, which are:

Letterhead
Invoice
Business Card
Envelope

Almost all brand applications shown below will utilise the patterns discovered in Task 2.

For consistency, the placement of the Luno's logo for each application is defined by the clear space set in Task 2.

Figure 3.19 Following clear space

Below are the final designs:

Letterhead

Figure 3.20 Letterhead design

Invoice

Figure 3.21 Invoice design

Business card

Figure 3.22 Business card design

Envelope

Figure 3.23 Envelope (front)

Figure 3.24 Envelope (back)

For Luno's collaterals, I decided to have applications of:

Headphones
Speakers
Packaging
Accessories

Below are the final designs:

Headphones

Figure 3.25 Headphones #1

Figure 3.26 Headphones #2

Speaker

Figure 3.27 Portable Speaker

Packaging

Figure 3.28 Packaging

Accessories

Figure 3.29 Mousepad

Figure 3.30 Tote bag

For our digital presence, I made both a website and Instagram mockup.

Website

Figure 3.31 Website UI Design

Figure 3.32 Website Mockup

Instagram

Figure 3.33 Instagram Page

As for Luno's offline presence, or rather store outlet and environmental graphics, I referred to the following:

Signage
Store front
Digital posters
Reception desk

Signage

Figure 3.34 Signage

Store front

Figure 3.35 Store front

Digital posters

Figure 3.36 Digital posters

Reception desk

Figure 3.37 Reception desk

Once all applications are completed, I went to prepare the slides for my presentation on Week 12 (December 9th). Each student has 5 minutes to present.

Before that, I went to adjust some of Luno's visual guideline from Task 2 as I received feedback on Luno's color palette.

I also had to print out an A5-sized booklet that contained Luno's brand profile, visual guideline, and applications. I did not take pictures of the book but I took a photo of the workers helping me print out the book.

Figure 3.38 Printing out the booklet

Once I got the book, I went to work on the slides and prepare for presentation the next day. Below are the final slides.

Document 3.3 Presentation Slides

Below is the eBook for Luno's brand guideline, made in FlipHTML5.

Document 3.4 eBook version of Luno's brand guideline

4. Reflection

Task 1: Breaking Brand

This task was quite a rush for me since I joined this module in Week 2, and the presentation was scheduled for Week 3. I managed to join a group, but it didn’t really feel like we were working as a team. Some members didn’t complete their parts on time, others were unsure about which sections they were responsible for, and two of them even arrived late on the presentation day. Another challenge was getting everyone to include references in their slides, which I thought was standard practice, but turned out to be difficult for some. In the end, I focused on completing and presenting my own section to the best of my ability. I realised that I can’t control other people’s actions, only how I approach my own work.

Task 2: Logo

This logo task was fun overall, especially because it was split into two parts. Analysing logos we see in our daily lives helped a lot when it came to designing my own brand logo later on. At first, it was a bit rough since my café brand idea was declined for being too oversaturated, which was discouraging, but switching to an audio-based brand ended up being a better choice. It gave me more room to explore and experiment with different logo ideas. I eventually landed on something subtle but still strong, which I was happy with, and finding patterns in my design was also a fun and interesting way to look at my work. Overall, this task was enjoyable and felt like a good way to prepare for the next one.

Task 3: Positioning & Identity

This third task, which focused on positioning my brand, was really fun because I got to play with mockups and explore Luno’s story and potential. Creating a narrative for Luno using themes that I personally resonate with and value was one of the most enjoyable parts of the process. It also made me realise that in the future, especially when working with clients, I’ll need to do a lot of research and have a clear understanding of what they want so I can fully invest in the brand and enjoy the creative process. Overall, this task felt like a satisfying way to showcase what Luno could be as a brand and was a nice ending to the project.

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Chan Zhi-Ren Zenndan (0369069)