CA1 CPJ BRAND EXPERIENCE Reflections

Sivaperakas R Muthiah
P7392230
MD9201

CREATIVE
PROCESS
JOURNAL
Content
The Brief page
4

wkO1 Reflections page

5

wk02 Reflections page

6

wk03 Reflections page

7

wk04 Reflections page

8

wk05 Reflections page

9

wk06 Reflections page

10

wk07 Reflections page

11

Final Reflections page

12
 The Brief

The CPJ and the the Work-in-Progress are com-

bination of both the members team effort and it
captures weekly exercises as well as the logo de-
velopment processes. The individual reflections
are submitting seperate. The various working file
s and the final works shows the progress of work
leading to the reflections of the exercise for the
studio project branding.

page 4
Week 1 Reflections (Siva)

identity. It is definitely a process and it involves a

lot of planning and ideation if we want to provide
Week on the Brand conceptualisation has been the services to the client. This is useful as it gives
something that has been very much an eye the designer the ammunication and the leverage
opener for me as it gives me and insight into the to price the services and the product delivered.
project objective and the process of understand-
ing the Brand DNA. The various aspects of Brand
Vision and Mission and the differenece aspects
of the DNA namely, the Brand difference, the
Brand Category, Brand Character has been useful
in planning and concretise the Company brand

page 5
Week 2 Reflections (Siva) Understand-
ing the target
audience is the
key.

The topic on Persona was one that involve un-

derstanding about the individuals that how the
maslow’s hierarchy of needs determine the be-
haviour and needs of the consumers. The terms
demographics and psychographics are terms
that are quite distinct. The latter being one
that shape the consumerism in society. That I
do understand as a designer and the how one
need to do quite a bit of survey and research as
shown in the work-in-progress. Understanding
the target audience is the key. The Persona
Exercise was good and interesting as it gave me
the neccessary basic practices in identifying the
people and individuals. It helps when we pro-
pose to the clients during the discussion before
the design of a brandmark.

page 6
Week 3 Reflections
(Siva)

Design Process
The design process was interesting as it goes
through the mindmapping using the freely avail-
able online tool. Even though we came up with
a comprehensive mindmap, we only chose what
is necessary for the logo and not all was contents
or compoenets were involved. The excercise in
drawing 50 design logos was at first a little daunt-
ing but as one goes into the actual activity is was
quite easy. I took a break inbetween to reflection
and eventually the logo design became bold and
unique. But through the discussion with the part-
ner and the various tools that we used to develop
the design. Eventually we chose the simple MOJO
Design for the cafe brand.

page 7
Week 4 Reflections
(Siva)

The logo grid and the learning of the golden ration

was a good exercise. The understanding of the
empirical versus the metaphysical exercise was one
that was interesting and how design concepts has
universaly application from the philosophers to the
universe. The step by step lecture by the Mr David
was very usefull as it gave me an opportunity to
try the golden ration technqiues in the design of
the cafe logo. However, the initial draft design and
appliacation of the goldern ration using adobe
illustrator is not easy it involves applying the vari-
ous circles and the actual intention of the design is
compromised.

page 8
Week 5 Reflections (Siva)
Spotting the bad logo design
from the good logo design is
something of a challenge as
one applies the principle of
design such as balance and
asymmetrical balance. It was
a good lesson that one gets to
understand the rich resources
and access to different types
of logo. As designers, it is
imperative to try to develop the
growth mindset to research for
availble ideas out there in the of developing the logo is crucial
design world but do the due and we have to constantly check
diligence to work on the concept with the Brand DNA and ensure
and survey and understand the that we are not off track. We
company of the client. eventually chose a minimalise
but rich look.
The logo development part and
the various consultations with Mr
David has been fruitful and there
was individual consultations
and we were able to explain the
concepts behind it. The process
page 9
Week 6 Reflections (Siva)
The Brand guidelines was useful
in the various application of the
logo in the company as a brand
mark and the various corporation
images through the various me-
dia. It gives good overview on
the different components which
I find it very useful and infoma-
tive . It is useful in the various
understanding of the principles
one has to follow to undertand
how the brand is applied in the
corporate world. The guideline
was useful as one can draw refer-
ence to it regular when dealing
with a logo project for the client.
It gives structure to the various
elements of the design process
and helps in the crafting of the
logo. It also helps, in my opinion,
a good ground for communicat-
ing with the clients and gives a
certain level of professionalism in
the work and image as a design-
er. However, I find not all logo
adhere to these guidelines and
clients might not see the need
for such things. It is important
that the clients understand
these processes and guidelines
to that a amicable decision can
be made. The plenty of samples
provided in the lectures was
useful though there were vari-
ous differences in the extend of
guidelines application. Some are
pretty lengthy.
page 10
Week 7 Reflections (Siva)
Editing quality of the video AND Defining director’s treatment
and its components

The brand applications lecture was quite straight

forward as it simply looks at the stationary and
the various merchandise the logo can be applied.
Here, one need to have a good understanding
fo the adobe illustrator to apply the logo in the
various products. It was interesting to note that
new technology are also available, like the die cut,
emboss or deboss, in the printing of these on the
products. One need to know what is available in
the industry and how it is applied.

page 11
Final Reflections (Siva)

The whole module was useful as a designer

and it really opend my eyes to the world of
logo design. Initially, I thought the logo de-
signer is a cheap and simple task that just need
to understand the use of some software and sell it.
Of course these are some of the prevailing mindset
of people who think that logo design is simple as
easy. However, after going through the various
aspects of the module and the various stages of
the branding and brand development for the logo,
it is really important to understand why one needs
to hold true the the professionalism in the design.

Sometimes, the time taken to work on the

process is time consuming. For example,
the 50 ideas of logo took some time but
eventually, the design was a simple one but
the MOJO cafe logo gaves a certain dyna-
mism that is worth the while. I guess it a
matter of gaining experience in the going
through the process and combing it with
the skills that we develop over the years.
This will help in the understanding what is
an effective logo development and what
is not. One has to go through the process
and develop that craft with perseverance
and diligence. This will give more credit
and leverage for the designer to market his
skill in the real world.

page 12
Thank you