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it is the proposal of my graduation project which is a brand identity of an olive oil, atria
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BRAND IDENTITY DESIGNATRIA OLIVE OILS
Burcu Tanrıöver
Course Coordinator: Gary McLeod
IZMIR UNIVERSITY OF ECONOMICS,
FACULTY OF FINE ARTS AND DESIGN
DEPARTMENT OF VISUAL COMMUNICATION DESIGN
SPRING 2013, GD 498
Interest in the topic
Project concept
Precedents for my concept
Project summary
Target audience
Contributions to society
Potential outcomes for your concept
List of possible artefacts you will make
List of possible software you will use
Work Plan
Bibliography
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CONTENT
Brand identity is combination of color schemes, design and typography that visual state-
ments about firm and to communicate its business philosophy. Overall image of a com-
pany that comes from an accumulation of experiences through all touch points.
It must be; memorable, unique, essence of organization and recognizable. So people
can remember you instead of other products.
History of Logo Design
The idea of a logo dates back to the simple identifying ciphers of ancient Greece. These
generally consisted of a single letter paired with a symbol or simple design to create a
distinctive identifier. They were used by those in positions of great power and were not
part of the everyday life of most people.
Individual craftsmen would “mark” their products as an identifier of their handiwork. This
practice had obvious utility and it soon extended beyond the realm of masons and furni-
ture builders. By the 1700’s, traders had developed the habit of marking their goods with
simple logos, as well.
As the industrial revolution took hold, the frequency of logo use became even more pro-
nounced. What was once strictly for a few powerful people was now a mainstream part
of identification.
Individual ranch logos were seared into livestock as identifiers. Overtime, the logo be-
came more than a simple identifier. Although logos still served that function, it became
clear that they could have a greater value. By the 1950’s, the logo was not a mere
symbol. It was an asset.
Logos became the faces of business. They were used as part of brand identities to com-
municate brand and to unify messaging.
12–13 GD498 - Graduation Project Proposal 1
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The first global logo is the VOC’s logo in the world. (Vereenigde Oost- Indische Compag-
nie, ”United East India Company)
The industrial revolution made way for a new generation of brands across the world and
they adopted varying approaches to presenting their brand identities. Not only were
logos developed. Also brand standards became a part of the daily life of employees
and described. Details became important. So, brand identities can be done well, or not,
and the success of the company often depends on the effectiveness of the visual materials
that represent it. Although during the 60’s brand identity was something that only major
brands placed much importance on, through the development and spread of graphic
design it has found a place in the development of almost every business in every field of
modern society.
12–13 GD498 - Graduation Project Proposal 3
That is sure every brand should accommodate to social life and recent day. I want to give
some examples of important brands’, and their improvements.
AUDI
It represents the 1932 merger of four independent motor-vehicle manufacturers: Audi,
DKW, Horch and Wanderer. Together with the NSU Motorenwerke AG, which joined
in 1969, these manufacturers are the origins of the present-day Audi AG. The company
itself is over 100 years old. In September 2009, Audi released their new logo that we
have come to know today which features an enhanced 3-Dimensional aspect of the rings.
PEPSI
In 1893 started experimenting with different soft drink mixtures. In 1898, Bradham
bought the trade name “Pepsi Cola” for $100 from a competitor that had gone broke.
At the same time Bradham’s neighbor, designed the first Pepsi logo. The beverage’s
instant popularity led Bradham to channel his efforts to developing Pepsi-Cola into a real
business. Over the decades, Pepsi has remained one of the world’s most famous brands
alongside its main rival Coca-Cola. Over this time, Pepsi has also gone through major
logo redesigns and modifications. Now we have come to know the iconic red, white
and blue Pepsi globe that leaves an everlasting impression in the minds of people across
the world.
12–13 GD498 - Graduation Project Proposal 4
PROJECT CONCEPT
I will design a final project about brand identity. I will make a random brand’s design.
But as a graphic design student I needed a concept. Instead of a random brand I chose
a brand which needs to identity.
It is a brand that makes olive commerce. The brand is from Aydın, Aegean part of Turkey.
It is very local. The owner is Mehmet Helvacı who wanted to do exportation. Based on the
informations that I had from the lessons of corporate culture I researched “Does a brand
need an identity for export?”.
At first I started with www.zae.gov. After that, I communicated with assistant professor
Osman Mestav, and lecturer Ayla Sarı from Adnan Menderes University. They are from
olive department. Then I reached an agricultural technician Nevzat Duman. They told me
that If a brand want to do exportation it should have an identity. So I learned that there is
necessity.
There was not a name of brand. Firstly owner and me decided to name of brand. It is
Atria. Atria name came from old time civilizations. In B.C. 7th centuries, northern people
came Aegean area and built Atria which is called Aydin now.
PRECEDENTS FOR MY CONCEPT
1. Komili
Brand identity based on benefits like non-cholestrol (bad cholestrol), light. They used mod-
ern and traditional patterns together.
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2. Yudum
Dynamism, young and energetic. Their positioning became “light” concept.
Having managed to marry the traditional flavor with modern machines, producing high
quality and healthy olive oil.
12–13 GD498 - Graduation Project Proposal 7
3. Tariş
Tree of olive is the base of civilizations in all the history in Tariş Area. Their position came
from natural. But they are also modern. In special edition versions they used patterns and
colors of civilizations again.
PROJECT SUMMARY
The brand that I am going to design its identity is traditional one. They are self confidence
and using modern technology. Examples that I gave Turkish brands that are most preferred.
They used healthy, traditional, light and modern concepts. I can do it for my brand. I will
differentiate and positioning brand.
12–13 GD498 - Graduation Project Proposal 8
TARGET AUDIENCE
Target audience exist based on age, demography and lifestyle. Actually, men women
young middle ages and old people consume olive and olive oil. There will be several
types of olives, %100 oliveoil, %70 oliveoil, %50 olive oil. Then, I can separate to de-
mography. For %100 to Aegean and Mediterranean areas, because other areas will not
like %100 olive oil. For example Turkish people do not like olive oil. Aegean and Mediter-
ranean parts of Turkey like and use olive oil but other sides are not familiar to olive oil,
although there is big place for olive oil. They can consume barely %50 olive oil. People
who live in cities will be my target audience. Because their homes close to markets and
they are familiar to buy their products from markets. So they can reach the product. Then,
the other thing is lifestyle. Families that have breakfast everyday and eating olive, or society
that use olive oil for their meals and care their health are my target audience.
12–13 GD498 - Graduation Project Proposal 9
CONTRIBUTIONS TO SOCIETY
My project about olive. Olive branch reminds people peace. It became as a symbol of
peace. This symbol, deriving from the customs of Ancient Greece which is in Aegean. So
this symbol is related with my brand. I have some suggestions about that point. There will
be campaign for peace. Some of profits will directly go to the institution for peace. So it
will be benefit for society.
12–13 GD498 - Graduation Project Proposal 10
POTENTIAL OUTCOMES FOR MY CONCEPT
I require the potential outcome observation on one unit should be unaffected by the par-
ticular assignment of treatments to the other units. Potential outcomes is for approach for
measuring effects.
If there will be a success brand will earn money. In additional the brand will known. They
will know there is a brand from Aegean part in Turkey. Because brand identity is the thing
that present a product. If a brand identity is good people will buy it. If they like products
they will continue to buy it. And demand will be high.
If there will fail people can not recognize it. Even if there is really good product demand
will be low. So brand will also fail.
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POSSIBLE ARTEFACTS I WILL MAKE
I will design logo, envelope, letterhead, business card designs, costume design for work-
ers, plates and olive oil soap to promotion, packaging and limited edition packaging,
animation (as a banner), cookbook (several special Turkish recipes) typeface design.
Things that I will take as guides traditional quality and reliability, healthy and organic,
environment friendly. I will design my works according to these keywords.
12–13 GD498 - Graduation Project Proposal 13
POSSIBLE SOFTWARE I WILL USE
When I am doing all I will use Photoshop, Illustrator, InDesign, Flash and After Effects,
Fontographer.
I am going to learn After Effects and Fontographer.
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12–13 GD498 - Graduation Project Proposal 14
12–13 GD498 - Graduation Project Proposal 15
BIBLIOGRAPHY
http://www.zae.gov.tr, Olive Research Station
http://www.komili.com.tr/,Komili Olive Oil
http://www.yudum.com.tr/, Yudum Olive Oil
http://www.tariszeytinyagi.com/, Taris Olive Oil
http://ronbercume.com/corporate-identity-logo-design-history/, History of Corporate Identity Design and Logo Design, 2009
http://britishgraphics.co.uk/item/future-of-corporate-identity, Past Present and Future of Corporate Identity
Wheeler, Alina, Designing Brand Identity, New Jersey, 2013
Keyton, Joann, Communication and Organizational Culture: A Key to Understanding Work Experiences, London, 2011
Landa, Robin, Graphic Design Solutions, New York, 2006
Mehmet Helvacı, Owner of olive and olive oil fabric
Assistant Professor Osman Mestav, Adnan Menderes University
Lecturer Ayla Sarı, Adnan Menderes University
Agricultural Technician Nevzat Duman