Corporate Identification

(Hello ma’am, this is the corporation, may we come in?)

For this module, I will be examining existing corporate identities and, using them as a basis – will develop my own design for a fictional broadband provider, known as Pulse.

The initial – and logical – step in designing this company identity will be to examine their competition, more specifically, their Marques and Logos.

I will look at 12 of them, then take three – which I shall examine in closer detail. Not all 12 will be in direct competition with Pulse, however, they all will have either the influence/potential to be.

My reviews of the competition can be found ‘here’

looking at what I’ve researched here and coupling it with what I’ve been researching in The Advertising and Promotion work; found here, I have been forming a few adverts, ideas and logo designs. – so far, these have all been done using a pen and paper, however the digital versions can be found below.

Also, utilising my research on Shape Theory found at the beginning of Contextual Studies, I reasoned that an italic, Sans-serif font would be the best for Pulse. Colour Theory was also a great help, when deciding the colour of Pulse’s logo – ultimately, I made it to a short hand of: orange, blue, green and black.

Using my original designs, I shortened them down to a list of 3 designs, which I felt would work best for the identity that Pulse required.

These then evolved into many separate designs, forming almost tree of design processes, with the final product drawing influence from many of the other branches.

So, starting with bracketed design…

Screen Shot 2016-02-05 at 09.46.43

This is the path that led to the colouration of Pulse, as well as it’s fade from dark blue to lighter blue.

The design with the marque to the right of the word evolved the idea of varying text styles, as well as marque position.

Screen Shot 2016-02-05 at 09.46.55

The radar dish didn’t have much impact at first, till I combined it with the above designs position and the brackets colour to create a new design.

Screen Shot 2016-02-05 at 09.53.46

Which too, went through a designing and re-designing process…

Screen Shot 2016-02-05 at 09.53.36

I then thought back to my initial ideas, and created this design, loosely based of the original radar-dish…

Screen Shot 2016-02-05 at 09.56.52

but then, something clicked as I was thinking, the position of the marque could have some impact on the font.

Screen Shot 2016-02-05 at 09.56.56

Which started off yet another train of thought – however, one idea I wanted to keep throughout was the type-face and the colour scheme.

Screen Shot 2016-02-05 at 09.57.05

An other experiment in marque placement, which felt good, but still seemed off – so I changed the Marque, leading to:

Screen Shot 2016-02-05 at 09.57.14

The orb design, which for a while I favoured over all other designs was good, however, it eventually fell out of favour due to it looking too familiar to existing brands.

So, I decided to position the Pulse marque on the right…

Screen Shot 2016-02-05 at 09.57.29

I also re-coloured the image into a facsimile formate.

Screen Shot 2016-02-05 at 10.25.55

After this, I began work on Pulse’s Corporate Manual. It began with a simple background effect, that was inspired by the Pulse logo.

Screen Shot 2016-03-18 at 09.35.04

I then explained the ‘do’s and don’ts’ of the Pulse Marque, as well as various modifications and products that the Marque may be applied to – such as Wireless HUBs and USB sticks.

Screen Shot 2016-03-18 at 09.36.18
This page was to show that the pulse Marque must be kept in a uniform fashion, but could still be scaled to almost any size – as well as a boundary box, which should not be encroached upon.
Screen Shot 2016-03-18 at 09.36.29
This slide shows the variations on the Pulse Marque in terms of colour, both in a facsimile sense, and a full colour range.
Screen Shot 2016-03-18 at 09.36.41
This page details several ways that the Pulse Marque can be used. Outside of serious writing for a moment – this was the most fun page to create, simply to think of different ways to break the logo design.
Screen Shot 2016-03-18 at 09.36.57
These are examples of Pulse branded leaflets and products. These were created using Photoshop, then later imported into and scaled using InDesign
Screen Shot 2016-03-18 at 09.52.43
These are examples of what the Pulse marque could look like in the real world. This was the greatest challenge for me, as it took the utilisation of Photoshop’s 3D mechanics in order to craft; which provided both a reason to mess with the 3D elements, as well as a good skill building exercise. Bonus points because they look good!
Screen Shot 2016-03-18 at 09.58.07
The Pulse Marque on a van – this was introduced to show what the more publicly seen branding would appear as
Screen Shot 2016-03-18 at 09.58.40
This is how Pulse branded letters and business cards would appear as. The Business card was a difficult process to create, due to it’s small size. Eventually however, I stumbled into the design you see above.








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