Task 4 - Brand Guidelines
06.06.2022 - 27.06.2022 (Week 11 - Week 14)
Aishath Lene Abdulla Amir (0333185)
Bachelors of Design (Hons) in Creative Media / Taylor's University
Task 4 : Brand Guidelines
INSTRUCTIONS
Figure 1.0 - MIB - 27/06/2022
Task 4 : Brand Guidelines
Progress:
Most of the progress for this project was done on the changes I made
to the application. Other than this, i started with making a list of
contents for everything that I wanted to involve in my Brand
Guidelines.
1. THE BRAND
1.1. Introduction
1.2. Brand Purpose
1.3. Brand Positioning
1.4. Brand Personality
2. LOGO SYSTEMS
2.1. Logo Design
2.2. Logo Type
2.3. Symbol
2.4. Logo Lock-up
2.5. Logo Variation
2.6. Minimum Size
2.7. Improper Usage
3. VISUAL IDENTITY
3.1. Typography
3.2. Colours
3.4. Graphical Elements
4. APPLICATION
4.1. Stationary
4.2. Collateral
4.3. Digital
4.4. Environment
The Brand
Description
An apothecary is a place that is trusted. Skullcap Apothecary
specializes in selling herbal medicine responsibly. Other than
this, we also offer skincare and other organic cosmetics for the
consumption of our customers.
Target Audience
The major target demographic for Skullcap Apothecary is people
between the ages of 20 and 50, with a focus on female clients.
Especially clients that are passionate about developing a
healthy, natural lifestyle.
Brand Purpose
What: To assist people in adopting a healthier lifestyle in a more natural way.
How: By making organic life more accessible to them, they will be able to learn more about it.
Why: To show how including medicinal plants into your usual life can improve your quality of life.
Brand Purpose
What: To assist people in adopting a healthier lifestyle in a more natural way.
How: By making organic life more accessible to them, they will be able to learn more about it.
Why: To show how including medicinal plants into your usual life can improve your quality of life.
Brand Positioning
Here in Skullcap Apothecary, we offer 100% organic products.
In addition to offering the medicinal use of plant s to treat
an and improve your health and well-being, we also offer
organic skincare unlike conventional skincare brands. So that
you feel more beautiful more naturally. We also believe in
caring for the environment, therefore we offer recycle-able
packaging.
Brand Personality
Brand Personality
Authenticity, Spirited, Reliable, Glamorous, Outdoorsy
The Logo
The name skullcap comes from a plant that is commonly used in
herbal medicine t o treat anxiety. The inspiration for this logo’s
design deconstructs the name and the major use of the actual
plant. I took the term skull from skullcap and incorporated it
into the logo. In terms of the primary design, I took the initials
from Skullcap Apothecary to create a design that flows well and
has movement, drawing influence from a growing plant. The major
idea that surrounds this logo is vintage apothecary and gothic
style which leads to the form of the logo that resembles a
tombstone or an arch shape.
Logo Type
Typeface- Kobe 1.1 is the typeface that appears in the logo. In
comparison to Apothecary, the word Skullcap is written in a
larger point size. Lastly, both Skullcap and Apothecary are
bolded.
Usage- This typeface should only be used selectively since it
should be coupled with the logo mark for a stronger brand
identity. It is possible to utilise the typeface on its own. Do
not, however, overdo it.
Symbol
Figure 1.1 - Symbol - 27/06/2022
Logo Variation
Symbol
The symbol was created using the initials of the name. Started
by creating the letter S first. The second step included
creating the letter A within the letter S. A is in simple form
within the symbol. The word skull was taken from Skullcap and
included this as a part of the final symbol.
Figure 1.1 - Symbol - 27/06/2022
Logo Variation
The different variation of the logos serve for different
purposes. to create a logo that was entirely
typographical and free of any graphical elements. This logo
is mostly used in highly illustrative or graphical works so
that the final product does not appear too overwhelming.
This logo is mostly employed in the design of product
labelling and packaging.
Figure 1.3 - Variation 2 - 27/06/2022
Figure 1.5 - Improper Usage - 27/06/2022
Figure 1.2 - Variation 1 - 27/06/2022
This variation of the logo was created so that there
was a horizontal layout of the logo instead of just
having the vertical logo with the brand mark. This
type of logo can also be very helpful in the instance
of utilising in the website or an application, this
can also be employed in other stationary designs.
Figure 1.3 - Variation 2 - 27/06/2022
Minimum Size
Logo minimum size:
Width: 40 mm
Height: 56 mm
Type minimum size:
Skullcap: 14 pt
Apothecary: 9 pt
Figure 1.4 - Minimum Size - 27/06/2022
Improper Usage
Figure 1.5 - Improper Usage - 27/06/2022
Do not use the wordmark all together below the brandmark. Do
not add elements to other variations of the logo. Do not use
the name of the logo as shown above by itself Do not
distort, stretch or rotate the logo in anyway.
Typeface
Primary Typeface: Used in the Logo and mainly used in
titles. There are 5
Figure 1.8 - Colour - 27/06/2022
Stationary: Everything except for the business card have had changes made to them.
variations. Most utilised is bold.
Colour
Figure 1.6 - Kobe - 27/06/2022
Secondary Typeface: Mainly used in body text.There are 5
variations. Most utilised is the regular
Figure 1.7 - Quicksand - 27/06/2022
Figure 1.8 - Colour - 27/06/2022
Graphical Element
Pattern: The design consists of something highly geometric,
yet with the spirit of something that appears to be hand
drawn. The primary purpose of the pattern is to be used in the
design of product packaging and labelling.
Inspiration: The skullcap flower, as well as other botanical and
blooming aspects, served as inspiration for the design. The major
design concept is inspired by the notion of treating with plants,
which is a core component of an apothecary.
Figure 1.9 - Pattern - 27/06/2022
Figure 1.10 - Pattern - 27/06/2022
Figure 1.9 - Pattern - 27/06/2022
Figure 1.10 - Pattern - 27/06/2022
Application
Stationary: Everything except for the business card have had changes made to them.
Figure 1.11 - Business Card - 27/06/2022
Figure 1.12 - Envelope - 27/06/2022
Figure 1.13 - Invoice - 27/06/2022
Figure 1.14 - Letterhead and Continuation Sheet -
27/06/2022
Figure 1.15 - Stationary - 27/06/2022
Collateral: Most of the changes made were
brought to the Packaging and Labelling design
Figure 1.16 - Tshirt - 27/06/2022
Figure 1.17 - Tote Bag - 27/06/2022
Figure 1.18 - Wax Seal Stamp - 27/06/2022
Figure 1.19 - Packaging - 27/06/2022
Figure 1.20 - Labeling - 27/06/2022
Figure 1.21 - Packaging - 27/06/2022
Digital Presence: More prominent changes made to
the website design
Figure 1.22 - Instagram - 27/06/2022
Figure 1.23 - Website - 27/06/2022
Final Outcome
Figure 1.22 - Instagram - 27/06/2022
Figure 1.23 - Website - 27/06/2022
Environment :
Figure 1.24 - shop - 27/06/2022
Figure 1.25 - shop - 27/06/2022
Figure 1.26 - shop - 27/06/2022
Figure 1.27 - shop - 27/06/2022
SUBMISSION
Figure 1.24 - shop - 27/06/2022
Figure 1.25 - shop - 27/06/2022
Figure 1.26 - shop - 27/06/2022
Figure 1.27 - shop - 27/06/2022
Final Outcome
Figure 1.28 - Final Outcome - 27/06/2022
FEEDBACK
Week 12
General Feedback: Gave feedback for task 3. Explained
how to made indesign and more specifics on the task.
Specific Feedback: Noted improvements to make for Task
4 from the first tasks. Most of the improvements have
to be made on the application. Feedback on what I can
include in this project
Week 13
General Feedback: Explained what we needed
to do for the final blog submission
Specific Feedback: Feedback on the
progress, what other improvements we can
make on this project.
REFLECTION
Experience
My experience working on this project, was a bit different compared to most in my class. This task was initially supposed to be a joined with the last project of publishing design, but since I didn't take that module I had to do it without the feedback of the lecturer from publishing design. Although I think I got the gist of the overall point of the task.
My experience working on this project, was a bit different compared to most in my class. This task was initially supposed to be a joined with the last project of publishing design, but since I didn't take that module I had to do it without the feedback of the lecturer from publishing design. Although I think I got the gist of the overall point of the task.
Observation
I think that most of the observation came in when I had to be a little bit more sensitive with the size of my logo. I had to make sure that it wasn't looking too big or too small which is the mistake I kept repeating throughout the previous task. Therefore i made sure that when I brought the changes within my application to put into task 4, that they looked better than before
I think that most of the observation came in when I had to be a little bit more sensitive with the size of my logo. I had to make sure that it wasn't looking too big or too small which is the mistake I kept repeating throughout the previous task. Therefore i made sure that when I brought the changes within my application to put into task 4, that they looked better than before
Findings
I discovered that I frequently make mistakes where I need to include more
of my brand identity into my brand. Even though the general aesthetic of
the product is pleasing, it appears that it does not belong to the
specific brand for which I am creating it. That is why, when I included
the graphical elements in this work, I made it clear that the pattern I
created is specifically for this brand. This design was used in the Brand
Guidelines layout as well.
OTHER RESOURCES
Figure1.29 - Further Reading - 27/06/2022
link--> https://www.widen.com/blog/developing-brand-guidelines
This article talks about the different elements that should be included in a brand guideline and more importantly why brand guidelines are important. According to this article, in order to create a brand guideline you are supposed to clarify your brand essence, Develop the rules in logo usage, typeface, Illustrations, Icons, colour, grids and lastly white space. Next, you are supposed to train how people within the term use them and lastly, plan for growth and change according to the demands of the audience.
This article talks about the different elements that should be included in a brand guideline and more importantly why brand guidelines are important. According to this article, in order to create a brand guideline you are supposed to clarify your brand essence, Develop the rules in logo usage, typeface, Illustrations, Icons, colour, grids and lastly white space. Next, you are supposed to train how people within the term use them and lastly, plan for growth and change according to the demands of the audience.
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