Design for New Identity by Chai Chin Pui

1.  Introduction

1.1.        What is design?

Design can be defined as a process that performs an idea into a sketch, representation or prototype to show the overview and functions of the product before it is produced. We can also say that design is making something which is better for mankind.

.

1.2.        What is graphic design?

Graphic design can be defined as the combination of some creativity ideas, arts, and also technologies to perform and convey ideas. The entire designer has to work with different types of communication tools (image and typography) in order to communicate their client’s message to some particular audiences.

1.3.        What is meant by design for new identity?

Identity of a certain product can be defined as the dignity, top-of-the-mind recognition and also the status of the brand in community. It can be formed by branding, advertising, packaging, marketing and redesign logo and slogan, changing theme colour, and etc. Design for new identity means shaping a new image for the product by using the strategy mentioned.

2.  Content

1.1.        How to create a new identity?

When we are willing to design a new identity, there are same strategies can be applied which are very useful guidelines such as rebranding, repackaging, redesigning logo, creating new slogan, and expand new product lines.

1.1.1.   Rebranding

In order to understand branding, it is crucial to understand what is meant by brand.

Brand is not just the name, logo, packaging, advertising, slogan, or image but it is more detail and deeper than that. Brand is the recognition and understanding for a certain product from community. Branding is all of these elements such as logo, packaging, slogan, reputation, image and marketing that work together to define an identity. It is an image and impression of a product or a service.

Most of the main purpose of branding is to establish a considerable recognition within the market in order to attract and retain more supports from customers. We have to take note that reputation of a product or a service plays a significant role in building up a brand. It is important to shape a good reputation during shaping a brand as well.

So, there is a need to brand or rebrand if improvements of that particular product are expected. 

1.1.2.   Repackaging

The purposes of packaging products are to contain, hold, advertise, sent or introduce either raw materials or processed products. It can be boxes, labels, containers, or bags. Therefore, repackaging can help to improve the contents of original packaging.

There are some reasons why packaging is important:

1.    Packaging helps to protect products from damage and against micro-organisms from breeding.

2.    Packaging is one of the best ways to advertise the products and success packaging is easily to be identified by consumers.

3.    Packaging displays the ingredients, expired date, nutrition facts, barcode, manufacturers’ address and contact which are informative to consumers.

Example of repackaging (Twisties)

Explanation of case study 1:

From the beginning, the packaging design of Twisties snack was so simple and plain. The design did not consist of any item except for the logo. After some improvements, you can see that the logo colour value has been improved to look like three dimensional. The typeface of the logo’s word also has been changed and shadow of the word has been applied. Besides, the packaging has been merged with some cheese design. Besides, in the latest version of packaging, you can see the shadow of the word looks more dark and the cheese item design look more attractive.

Example of repackaging (Horlicks)

Explanation of case study 2:

We can see that Horlicks used blue colour as the main theme colour from the beginning until the end since this colour is its identity colour. When we talk about blue colour in beverage field, the first thing appear was Horlicks and Green colour is Milo. The repackaging design doesn’t drift the original core identity of Horlicks which is blue colour. As time passed, the design of Horlicks packaging looks more outstanding and brilliant as they change the typeface design and merge with new element like wheat flakes and white milk which convey the message “its time to take breakfast”.

1.1.3.   Redesigning logo

Logo will be the representation of a company of its products. Every product must have their own logo so that they can be identified easily by consumers. Logo can help to adorn and embellish that particular product. However, even you think that the current logo is a perfect work, what will it looks like in future? As time has passed, the criteria of the logo design will be different. The design of the logo will show its age as time passed. What we think was modern ten years ago does not look fresh now. Hence, there is a need to redesign the old logo. A professional graphics designer will be needed in order to design a new logo without losing its original core identity.

Example of redesign logo (Starbucks)

Explanation of case study 3:

                                                            

In 1971, one of the most famous coffee shop chains in the world was Starbucks with its exclusive and excellent coffee drinks. Starbucks logo was originally using twin-tailed mermaid, a Greek mythology, with the 16th-century "Norse" woodcut as background theme. After went through some evolution of the logo design, Starbucks now has a latest and modern logo which does not include the words of “Starbucks” and “Coffee” since it has expanded its product line by selling yogurts, ice-cream and also beer soon. Therefore, the word of “Coffee” has been removed. However, even though the words of “Starbucks” and “coffee” have been eliminated, we still can recognize it since the core identity of the design, twin-tailed mermaid, still remain. Therefore, this can be considered as one of the well-managed redesign examples.

Example of logo redesign (KFC)

Explanation of case study 4:

The original logo was using white, blue, and red as the theme colours while the new version logo has changed the theme logo’s colours. The black colour has replaced the blue shadow as this increased the contrast of the logo’s colour. Besides, the value of red colour has been changed as well to make the logo looks more friendly and harmony. Furthermore, the core person of this brand and logo, Colonel, has been design in a cartoon way as the hair style of Colonel looked younger makes it more familiar to kids. Finally the shape of rectangle has been changed into a “French fries” container shape and this can evoke consumers’ appetite.

1.1.4.   Advertising slogan

Slogan can be an effective strategy to advertise a brand because it provides an easier way to consumers in order to remember and recognize. However, there are so many jumbled and confusing slogans which did not design precisely might unable to reach the expectation of advertising. It is better to make a meaningful but short slogan which will exactly convey the correct message since our memory is limited. We are human being who is willing to memorize a short slogan rather than a long slogan.

Example of slogan (Munchy’s)-“bite me”

 Example slogan (Mcd)-“i’m lovin’ it” 

Example slogan (KFC)-“it’s finger lickin’ good”

Example slogan (Dutch Lady)-“Get ready for life!”

1.1.5.   Expand product lines

One of the best ways to create new identity for a product or service is to invent some new products by adding new elements. By doing this, we can actually create a new product line and expand the market of the brand. However, it is crucial to know what kind of combination is suitable to work together.

Example of merging new elements in products

Explantion of case study 5:

Munchy’s has increased so much of flavours and types of biscuits in order to expand their product lines so that they can fulfil the consumers’ needs. Indirectly, they can increase its popularity and the sales of their products. There are different types of sub-brands which are actually under Munchy’s such as Lexus, Gigabite, Topmix, Oat krunch and also Mugiz. Each of the sub-brands has their own theme design and different flavour has its own theme colour.

1.2.        Why a new identity is important?

New identity for a product is very important because the new design of that brand, logo, and packaging

                               i.        can be memorized easily by customers

                              ii.        looks more attractive

                            iii.        looks more symbolic

                            iv.        help to expand new market

                              v.        create a new trend for the market

                            vi.        advertise brand

                           vii.        replace the old design

                          viii.         

1.3.        What is the restriction in designing a new identity?

Sometimes, there are some difficulties in designing a new identity such as

                               i.        Lack of time.

As what we know, time is money. Designing is not a paperwork, it works with inspiration and afflatus therefore it is hard to estimate the time needed to complete the design work. Sometimes those designers just stuck in the middle of designing and couldn’t get their inspiration of design.

                              ii.        Budget cost.

Designers are more deviated towards creative and emotional rather than logical. They are perfectionist. As they get their inspiration, sometimes it might be over budget else this design project will be failed.

                            iii.        Software tools.

In graphic design, software tools are very important equipment to carry on the design works. However, some of the software tools might not available to download free from internet but commercially. For an example, Adobe Photoshop CC. Hence, designing team may need to apply more budgets to buy that software.

.

                            iv.        Practical skills

Using technologies to carry out designing work is not an easy task. It needs a lot of professional skills in order to handle those software tools. So, we need a professional and skilled designing team to complete the project.

                              v.        Creative idea.

The most difficult work from the beginning is invention. We need to create something which is creative and different from others but still very useful to survive in competitive market. To have a good idea work on designing is a tough task before the progress is started.

3.    Case study on Jacob’s

Old design of Jacob’s biscuits.

New design of Jacob’s biscuits.

New products of Jacob’s

Explanation of case study 6:

The reason why I have chosen Jacob’s as my major case study is because the evolution of Jacob’s almost match with my case study requirements.

First, it is very obvious that the packaging design of Jacob’s has a big change that is totally different from the previous version. Mainly, they have change the theme colour of Jacob’s to be yellow colour. Therefore, when we saw a yellow packaging in supermarket is having promotion, we can easily figure out it was Jacob’s biscuits. The yellow colour has brought out an identity for Jacob’s brand.

Second, the design of packaging also merged with the picture of real biscuits. When we look at the packaging design, it is actually evoking our appetite to eat.

Third, the elements like wheat brought out the message of healthy. It is conveying the message of it is suitable to be breakfast every morning.

Besides, we can see that the design of the logo has been improved as well. The apostrophe (‘) has been designed in wheat pattern and the colour of “Jacob’s” is improved. Lastly, Jacob’s has created new flavour and type of biscuit to expand the market and increased its reputation.

4.  Reflection and Conclusion

In conclusion, I think that design for a new identity for a product is possible if we are using the correct pathway. It is very important for us to have guidelines in order to follow. Design is not an easy work. There will be a lot of methods and theories which can be applied. Throughout this study, I learnt that every single colour, lines, shape, and elements in design are also able to convey message if the design is well-managed. If I am asked to design a new identity for a product such as MILO, I would like to first redesign the logo but I will remain the core identity of MILO which is its theme colour, green. Second, I will also repackaging it and add some new elements on its design. Third, I will create a slogan such as “Your day with MILO” in order to build up an identity as “I’m lovin it” of MacDonald.  Lastly, I will create some good idea to advertise and brand the product. In conclusion, I think that I am able to create and build up a new identity for a product successfully by using the 5 methods: rebranding, repackaging, redesign logo, creating slogan, and expand product line.

1.  Reference

1.    Design Should Reflect Your Brand Identity. 2014. Design Should Reflect Your Brand Identity. [ONLINE] Available at: http://magazine.joomla.org/issues/issue-aug-2013/item/1441-design-should-reflect-your-brand-identity. [Accessed 24 February 2014].

2.    What is branding? definition and meaning. 2014. What is branding? definition and meaning. [ONLINE] Available at:http://www.businessdictionary.com/definition/branding.html#ixzz2uFo2meoB. [Accessed 24 February 2014].

3.    What is Branding? - Define Branding. 2014. What is Branding? - Define Branding. [ONLINE] Available at: http://www.brickmarketing.com/define-branding.htm. [Accessed 24 February 2014].

4.    What is packaging? . 2014. What is packaging? . [ONLINE] Available at:http://www.netregs.org.uk/library_of_topics/materials__equipment/packaging/what_is_packaging.aspx. [Accessed 24 February 2014].

5.    The Functions of Packaging. 2014. The Functions of Packaging. [ONLINE] Available at: http://www.technologystudent.com/despro2/packfn1.htm. [Accessed 24 February 2014].

6.    Type Design. 2014. Type Design. [ONLINE] Available at:http://graphicdesign.spokanefalls.edu/tutorials/process/type_basics/design.htm. [Accessed 24 February 2014].

7.    Logo Redesign And Your Business Future | The Company Warehouse Blog - Company Formation and Business Startup Advice. 2014. Logo Redesign And Your Business Future | The Company Warehouse Blog - Company Formation and Business Startup Advice. [ONLINE] Available at:http://blog.thecompanywarehouse.co.uk/2011/01/24/logo-redesign-and-your-business-future/#sthash.GvTzMeiK.dpuf. [Accessed 25 February 2014].

8.    Successful and Failed Logo Transformations. 2014. Successful and Failed Logo Transformations. [ONLINE] Available at:http://www.1stwebdesigner.com/inspiration/successful-failed-logo-transformation/. [Accessed 25 February 2014].

9.    Redesign | Letmeo. 2014. Redesign | Letmeo. [ONLINE] Available at:http://www.letmeo.com/en/blog/redesign. [Accessed 25 February 2014].

10. Graphic Design, Web Design, Logo Design Services - Silicon Valley, San Jose, Sunnyvale - Take Flight Graphics. 2014. Graphic Design, Web Design, Logo Design Services - Silicon Valley, San Jose, Sunnyvale - Take Flight Graphics. [ONLINE] Available at:http://www.takeflightgraphics.com/tfg_articles_branding.htm. [Accessed 25 February 2014]