Brand Corporate Identity: Full Compilation

29/09/2025 – 30/12/2025 (Week 1 – Week 14)                                        

Valerius Ethan Wirawan / 0372774

Brand Corporate Identity / Creative Media / School of Design 

---

TABLE OF CONTENT

1. Lectures

2. Instructions

3. Process Work

4. Final Outcome

5. Feedback

6. Reflection

---

1. LECTURES

1.1. Lecture 1 (Introduction)

Fig. 1.1.1. Lecture 1

The introduction to the Brand Corporate Identity module emphasizes the importance of understanding visual identity design as a core aspect of graphic design and branding. This module prepares students to create and develop brand identities that symbolize the values, ethos, and relationships of larger entities, such as companies or organizations. 

1.2. Lecture 2 (Brand)

Branding began over 4,000 years ago in civilizations like Egypt and the Indus Valley, where livestock and property were marked for ownership. It later extended to humans, including slaves and criminals, as a way of showing ownership or punishment.

In modern times, branding has moved from physical marks to a strategic process of shaping values, identity, and reputation. A brand is no longer just a logo or symbol, it is a mental construct shared by society that represents collective perceptions about a product, service, or organization.

Fig. 1.2.1. Lecture 2; Human branding (slavery)

Branding influences how consumers see a company in a crowded market. To stand out, businesses build a strong brand identity that includes:

• Brand definition (Clarifies the purpose, values, and promise of the brand)

• Brand positioning statement (Explains what the brand does, who the target market is, and the benefits it offers)

• Brand identity (Covers the brand’s name, tone of voice, and overall visual identity design)

• Advertising and communications (Includes promotion through TV, radio, magazines, outdoor ads, websites, and other media)

• Product design (Ensures the design reflects the brand’s identity and values)

• Sponsorships and partnerships (Builds brand visibility and credibility through collaborations)

• In-store experience (Shapes how customers feel and interact with the brand in physical spaces)

• Workspace experience and management style (Reflects the brand culture internally, influencing how employees work and represent the brand)

• Customer service (Demonstrates the brand’s values through direct interactions with customers)

• Pricing strategy (Positions the brand in the market and communicates its value through pricing)

The benefits of effective branding are:

• Differentiates the company from competitors

• Builds credibility and trust

• Increases perceived product value

• Creates customer loyalty

• Supports premium pricing, attracts ideal clients, and makes product line expansion easier

Designers are key in this process. They research the client’s history, target market, and product values, then create visual identities that reflect the overall strategy. Consistency in design builds recognition, loyalty, and long-term success.

Branding also works as a cycle. Differentiation, collaboration, innovation, validation, and cultivation continually increase brand value. This helps companies question assumptions, stay ahead of competitors, and maintain a lasting advantage.

Fig. 1.2.1. Lecture 2; unconventional extreme branding strategies

Some brands use unconventional strategies like shock value or bold social messaging to stand out. For example, campaigns by Diesel and Unhate broke traditional rules to create strong impressions. These show that branding is not only about visuals but also about shaping perceptions, starting conversations, and building trust.

1.3. Lecture 3 (Types of Marks)

Types of Marks in Branding and Heraldry

• The presentation begins by explaining the confusion surrounding terms like logo, monogram, emblem, symbol, and trademark, emphasizing the importance of understanding their nuances.
  

Fig. 1.3.1. Lecture 3; logo

• A logo is often used colloquially to refer to any brand mark, but technically, it is a logo type, which is a word or letter-based design representing a brand.
• The correct term for a symbol or graphic element that identifies a brand is a logo mark or symbol, which can be a standalone icon or emblem.
• A combination mark combines both a logo type (word/letter) and a logo mark (symbol), often seen in branding.
• The term signature is also used interchangeably with combination mark, involving both text and symbols.

Fig. 1.3.2. Lecture 4; monogram

• A monogram is a motive created by overlapping or combining two or more letters or graphemes to form a single symbol, often used as a recognizable logo for individuals or companies.
• Examples include the Volkswagen monogram or the Dutch East India Company monogram, which historically represented corporate identity.

Heraldic Symbols and Their Cultural Significance

Fig. 1.3.3. Lecture 5; heraldry

• Heraldry involves the design and study of armorial bearings such as coats of arms, crests, insignia, and seals, primarily European in origin but also present in Asian contexts like Japan.

Fig. 1.3.4. Lecture 5; crest, coats of arms, insignia\

• A crest is a distinctive device often placed above a shield in heraldic design, typically depicting animals or mythical creatures.

Fig. 1.3.5. Lecture 5; coats of arms

• Coats of arms are heraldic bearings representing families, organizations, or countries, often composed of various elements like shields, helmets, and motifs.

Fig. 1.3.6. Lecture 5; modern heraldryc symbols

• Heraldic symbols are used in modern institutions, such as university logos or government insignia, often derived from European traditions but adapted locally.

Fig. 1.3.7. Lecture 5; monsho

• In Asian countries like Japan, mon and monsho serve similar functions but have distinct styles and cultural origins, often used to decorate family or institutional emblems.

Trademarks and Legal Protection

• The term trademark refers to a symbol, word, or phrase legally registered or established by use to identify a company's products or service

Fig. 1.3.8. Lecture 5; legal rights of Apple trademarks

• Trademark provides legal protection against infringement, and the registered trademark symbol ® indicates official registration, while TM signifies an unregistered mark.
• Service marks are trademarks used specifically for services rather than products, with similar legal protections.
• The design program controls the visual identity of a brand, including symbols, logos, and overall branding environment, to communicate the company's identity and reputation.
• Examples of well-known trademarks include Apple's logo and word marks, which are protected by law and can be registered or unregistered.

---

2. INSTRUCTIONS

Fig. 2.1. Module Information Booklet (MIB)

---

3. PROCESS WORK

3.1. Task 1: Breaking Brands

Our group consists of five members. We discuss and collaborate on various ways to develop this presentation titled "Breaking Brand: Airbnb."

Group 3 :

• Maria Ashley Sundoko (0372793)
• Anggia Tsani Rachmadayanti (0368487)
• Valerius Ethan Wirawan (0372774)
• Angelique Svetlana Pekasa (0377365)

Fig. 3.1.1. Group Research of Task 1: Breaking Brands (Airbnb) 

Fig. 3.1.2. Group Presentation of Task 1: Breaking Brands Airbnb (PDF - 01/10/2025)

3.2. Task 2: Logo

This segment is split into two components. In Part A, we are tasked with investigating and examining logos through direct study and analysis. Part B involves creating a logo concept that aligns with the business idea we propose.

Task 2A: 28 Logo Research

The objective of this task was to collect lesser-known (previously unfamiliar) logos to analyze according to logo type, style, graphic elements, color scheme, and typography. Below are my findings.

Fig. 3.2.1. Task 2A: Logo Research (PDF - 19/10/2025)

Task 2B: Logo Development (Idea Sketches & Conceptualization)

As our understanding of logo creation deepens, this assignment asks us to embark on an exploration centered around a selected brand or profession that we have proposed. Initially, I developed three concepts, presenting them in a vision board format.

Fig. 3.2.2. Task 2B: Proposed Ideation of The Business Idea (PDF - 19/10/2025)

After the consultations with Ms. Vitiyaa. I chose to do the 'Vale Creative Studio' business idea.

Fig. 3.2.2. Task 2B: Vale Creative Studio Detailed Mindmap (JPEG - 14/10/2025)

Fig. 3.2.3. Task 2B: Vale Creative Studio Moodboard (JPEG - 14/10/2025)

The name “Vale Creative” reflects the depth and immersion of our creative process, much like artists who spend countless hours in their studios refining every detail of their work. The wordmark “Vale” is directly inspired by our founder, Valerius, whose long-standing passion for conceptual photography forms the foundation of our studio’s identity. As a creative agency, photography is not just a service we offer but the central medium through which we explore ideas, shape concepts, and build visual identities.​

We focus on the artist’s vision and a meticulous commitment to quality in every stage of production, from initial concept to final delivery. By harnessing the expressive power of photography, we turn abstract ideas and messages into clear, compelling visual narratives that audiences can immediately understand and feel. At Vale Creative, photography becomes a strategic tool for communication, helping brands achieve clarity, evoke emotion, and create meaningful impact across every project we take on.​

The idea of this logo was expanding its potential from the wordmark logo from the past module “Advanced Typography” that was taught by Mr. Vinod. Here below was the modification made for this task.

Fig. 3.2.4. Expanding the 'Vale' Wordmark (JPEG - 23/10/2025)

The final logo is positioned as the largest element at the bottom of the page to create a strong visual focus. The wordmark “vale” is modified by removing the letter “e” so that the brand name clearly refers to “vale” itself, rather than to the founder’s full name, Valerius Ethan. The “e” was also removed because its form could be read as a question mark, which might distract or confuse viewers.​

The entire wordmark is further refined so that the stroke thickness and curves are consistent across all letters, resulting in a cleaner and more balanced logo.​

Fig. 3.2.5. Logo Development & Progress Work (JPEG - 8/11/2025)

Because the letter “e” was removed from the logo, the brand name was changed to “Val Creative Studio” instead of “Vale Creative Studio” to keep it consistent with the new wordmark. The earlier logo exploration was then expanded and further developed, with the final goal of creating a complete brand guideline for Val Creative Studio.

Fig. 3.2.5. Logo Development & Progress Work (JPEG - 11/11/2025)

I have also made the animated logo by using Adobe AfterEffects.

Fig. 3.2.5. Animated Logo (GIF - 18/11/2025)

After going through all of the process, here is the final outcome.

Fig. 3.2.6. 'Task 2: Logo Development' Final Outcome (PDF - 11/11/2025)

3.3. Task 3: Positioning & Identity

On this task, the branding is implemented in real life scenarios in different types of objects and mediums to support the brand.

First, i searched and select templates that supports Val Creative Studio Co.

Fig. 3.3.1. Mockup Templates

Then the templates are edited in Adobe Photoshop one by one using the design and brand guideline of Val Creative Studio Co.

Fig. 3.3.2. Template Editing Process on Adobe Photoshop

Here below are the outcomes of the mock-ups simulating real life scenarios.

Brand Application: Bussiness Card

Brand Application: Formal Envelope

Brand Application: Envelope for Photographs Print

Brand Application: Letterhead & Business Card

Brand Application: Invoice

Brand Collateral: Portfolio Book

Brand Collateral: Stickers

Brand Collateral: Coffee Mug

Brand Collateral: Umbrella

Brand Collateral: Creative Crew T-Shirt

Digital Presence: Official Website

Digital Presence: Official Social Media Page (Instagram)

Environmental Graphic: Logistics Van

Environmental Graphic: Studio Front Signage

Environmental Graphic: Meeting Room

All the images and the completed brand guidelines were then compiled and documented in a single book titled Val Creative Studio Co. Brand Guideline.

I also prepared a set of presentation slides to support and enhance the delivery of our brand presentation in class.

Then in the onsite class session we present our brands including our values, USP, Vision, mission, our story, etc. including the mockups to simulate real life scenarios of implemented medium, and also our brand guideline, what to do and not do with the logo, patterns, etc.

---

4. FINAL OUTCOME COMPILATION

Fig. 4.1. Final Outcome of 'Group Presentation of Task 1: Breaking Brands Airbnb' (PDF - 01/10/2025)

Fig. 4.2. Final Outcome of 'Task 2A: Logo Research' (PDF - 19/10/2025)

Fig. 4.3. Final Outcome of 'Task 2B: Logo Development' (PDF - 11/11/2025)

Fig. 4.4. Final Outcome of 'Task 3: Positioning & Identity / Presentation Slide' (PDF - 8/12/2025)

Fig. 4.5. Final Outcome of 'Task 3: Positioning & Identity / Brand Guideline Booklet' (PDF - 8/12/2025)

Fig. 4.6. Final Outcome of 'Task 3: Positioning & Identity / Printed Brand Guideline Booklet' (MP4 - 12/12/2025)

Fig. 4.7. Final Outcome of 'Task 3: Positioning & Identity / E-Book Brand Guideline Booklet' (FlipHTML5 - 12/12/2025)

---

5. FEEDBACK

Week 12

Specific Feedback:

Ms. Vitiyaa said, “Oh, now I get the whole package in BCI and publishing,” noting the clear continuity in my work.

General Feedback:

We were encouraged to record every page as a video and to document everything in the e-portfolio.

Week 11

Specific Feedback:

All good. For the white-background image, use a larger white rectangle to better utilize the space.

Week 10

Specific Feedback:

Ms. Vitiyaa suggested additional mockups for inspiration, such as socks and armbands.

Week 9

Specific Feedback:

Ms. Vitiyaa approved and liked all the mockups completed so far. She recommended redesigning the letterhead into two sections: left for logos and my contact details, right for content and client information.

General Feedback:

Complete all PDFs by next week (W10).

Week 8

Specific Feedback:

If the current pattern isn’t working, set it aside and focus on another element first. The black pattern creates too much contrast with the cream background; the background should be a complementary layer, not the main focus in the visual hierarchy.

General Feedback:

Ensure your logo is distinctive and reflects the brand voice. For general text or non-brand applications, use neutral typefaces such as Arial or Helvetica.

Week 7

Specific Feedback: 

Maintain consistency in your logo, match stroke widths across the mark. Try blending V, A, and L with flowing, connected curves. The letter E is difficult to integrate, consider omitting it.

General Feedback: 

Aim to finalize the logo by next week; animation work can follow once the logo is locked.

Week 6

Specific Feedback: 

Conduct more ideation and exploration for the logo.

Week 5

General Feedback: 

Perform deeper research and develop the business ideas more thoroughly.

Week 4

General Feedback:

We received a briefing on Task 2 and Task 3, focusing on developing a mind map and generating fresh ideas.

Specific Feedback:

My initial concept in the mind map for my business ideation gained approval from Ms. Vitiyaa.

Week 3

General Feedback:

Our group delivered a presentation on our completed Task 1 slides, which analyzed the Airbnb brand. Following our presentation, Ms. Vitiyaa provided helpful and constructive feedback.

Specific Feedback:

The lecturer commended our presentation for its clarity and simplicity. She recommended enriching our slides by explaining how Airbnb functions, especially the process for hosts signing contracts and preparing their properties for listing. She also advised us to highlight both positive and negative customer experiences, such as issues with unfriendly hosts or privacy concerns like hidden cameras. Overall, she recognized the effort we put into our work and encouraged us to present a comprehensive and balanced perspective on the brand’s strengths and challenges.

Week 2

General Feedback:

We were instructed to watch the pre-recorded lecture sessions.

Week 1

General Feedback:

We began the module by forming groups and setting up our dedicated blog page for class activities.

---

6. REFLECTION

Experience

This module has been an immersive journey into the world of brand identity design. From the very first task, analyzing Airbnb with my group, I gained a deeper understanding of how brands communicate values, personality, and trust through design. Working collaboratively allowed me to see how research, discussion, and critical thinking combine to create a clear and meaningful brand analysis.

The logo development tasks challenged me to translate abstract ideas into visual forms. Conceptualizing the wordmark for Val Creative Studio required iterative thinking, testing different forms, and refining strokes and curves to achieve harmony and balance. Through consultations with Ms. Vitiyaa, I learned the importance of consistency in design and the impact of small details, such as the spacing of letters or the alignment of curves. Creating an animated version of the logo further strengthened my technical skills and taught me how to extend static designs into dynamic digital formats.

Implementing the brand across various mock-ups and applications revealed another layer of learning. From stationery and packaging to digital presence and environmental graphics, I realized how design decisions must remain coherent across multiple touchpoints. Each application demanded careful consideration of scale, context, and audience interaction. These hands-on exercises emphasized that branding is not just about creating a logo but about crafting a cohesive system that communicates the brand effectively in every scenario.

Observation

Throughout the module, I observed the power of details in shaping perception. Typography, color choices, and composition play a vital role in how a brand is received, and even minor inconsistencies can affect professionalism and clarity. Studying existing logos and observing real-world examples taught me that strong brands often rely on simplicity, recognizability, and strategic thought rather than overly complex designs.

I also noticed the importance of process and documentation. Recording sketches, iterations, and mock-ups allowed me to reflect on decisions and present them clearly during critiques. Experiencing the printing and presentation stages highlighted differences between digital designs and physical outputs, reinforcing the need for careful planning in production. Furthermore, feedback sessions showed how constructive input can refine ideas and elevate the quality of work, reminding me that design is iterative and collaborative.

Findings

This module has taught me that corporate identity design is a blend of creativity, strategy, and precision. I learned that effective branding goes beyond aesthetics, requiring a deep understanding of the brand’s values, target audience, and intended experience. Consistency across all materials, from logos to applications, builds recognition and trust.

I also discovered the value of combining technical and conceptual skills. Learning how to prepare files for print, adjust layouts, and refine typography improved my confidence in executing real-world design projects. Reflecting on the final outcomes, I realized that challenges such as layout adjustments, printing issues, and visual balance were opportunities to develop problem-solving skills and patience.

Overall, this module has strengthened my ability to approach branding holistically, from research and concept development to execution and presentation. I now feel more confident in creating meaningful and professional visual identities and am inspired to further explore branding projects in the future.