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CORPORATE IDENTITY


In Corporate Communications, a corporate identity is needed which is designed to accord with and facilitate the attainment of business objectives. A corporate identity reflects the “persona, vission, mission, values� of a corporation.


DESIGN PROCESS

1

2

3

DEFINE

RESEARCH

IDEATE

Brief

Background

Solution

4 SELECT Rationale

5

6

7

PROTOTYPE

IMPLEMENT

LEARN

Resolve

Delivery

Feedback


Stage 1

DEFINE Brief


Stage 1

DEFINE Brief

BRIEF Universal is an upcoming mall in Bhubneshawar redefining the shopping experience by weaving an world class ambience for the first time. Design a visual identity for Universal which basically to deal with clients external communications.

Aim • • •

To provide a visual identity that reflects the potential of Universal mall. To create an identity that resonates with the targate audiance and potential investors. To differentiate Universal from other existing malls in bhubneshawar.

Usage •

The identity will be used on all external communicetions including stationary, collaterals, website, advertisements etc.

Geographical Location •

On the outskirts of city on the road connecting two important cities (kutak and bhubneshwar).


Stage 1

DEFINE Brief

PROBLEM STATEMENT Design a visual identity for an upcoming mall in Bhubneshwar Universal which basically to deal with clients external communications.


Stage 1

DEFINE Brief

OBJECTIVE Create a strong visual identity for a mall using the name universal. This would then need to be prepared with discription to clearly identify the mall and would require a unique idea at its core in order to help the associations stand out from their competitors and establish themself in the market.


Stage 2

RESEARCH Background


Stage 2

RESEARCH Background

VISION, MISSION AND CORE VALUES Vision Statement

Redefining the shopping experience by weaving an world class ambience, styled by international architecture designs thus creating a world class lifestyle experience in the shopping, leisure, hospitality and exhibition arena pan India (Bhubneshawar).

Mission Statement

The Mission of Universal is to provide a memorable and comfortable shopping experience through the highest level of customer satisfaction And bringing international shopping standard to a developing city.

Core Values

World class experience Innovation Impeccable Quality Futuristic


Stage 2

RESEARCH Background

LOCATION Where ? • On the outskirts of city on the road connecting two important cities (kutak and bhubneshwar). • Near a river side and more connecting to the nature (givin a balance between modern and tradional). • To slow down the fast life (unique experiemce than other malls).

Why ? • Next emerging city. • Lots of industries setting up. • Client belings to the city. • Ample oppurtunities for mall. • Tourists.


Stage 2

RESEARCH Background

OFFERINGS • Holistic lifestyle • World class leisure experience • Adaptability (Change lives in changing times) • Right brand mix and a wide range of services-( Shopping, Dining, Movies, Entertainment ) • Courtyard, hypermarket, departmental, bookstore; kids play zone,electronics and toy stores, spa, multiplex, roof top food court. • Parking accommodate over 1200 cars. • Ideal location and accability (Lies between the highway connecting 2 cities bhubneshwar and kutack) • Natural environment away from city


Stage 2

RESEARCH Background

TARGET AUDIENCE Buyers buying products and services: • • • • • •

Afluent and brand concious people. Young and open minded people Fast moving and corporate people ( Major age group 20-35) Students, Bachelors, groups, couple Tourists People working in the near by industries.

Buyers buying space: • • •

Forign and multinational brands. Domestic brands which has a potential to match the international standerds. Traditional and regional spaciality stores.


Stage 2

RESEARCH Background

COMPETITORS Existing malls: • Big Bazaar Store - Maruti Mall • Vishal Mega Mart • Reliance fresh • Pantaloons Metro Bazaar • Pal heights • Spencer’s Other retail showrooms.


Stage 2

RESEARCH Background

MIND MAPPING


Stage 2

RESEARCH Background

key words never endind i.e continious, worldwide, entire, accepted, all, all-embracing, all-inclusive, all-over, astronomical, broad, catholic, celestial, common, comprehensive, cosmic, cosmopolitan, customary, diffuse, ecumenical, empyrean, extensive,

general, generic, global, multinational, mundane, omnipresent, planetary, prevalent, regular, stellar, sweeping, terrestrial, total, ubiquitous, undisputed, unlimited, unrestricted, usual, whole, Versatile, widespread, worldly, world class, accomplished,

all, collective, complete, comprehensive, conclusive, done, entire, exhaustive, final, finished, full, Leisure, intact, integral,

plenary, solid, sum, thorough, through, total, unabridged, uncut, undivided, unified, unsevered, whole, mix of brands, Local

Pride, culture, temple archicture.


Stage 2

RESEARCH Background

A web based search for imagery and icons to represent the final key words which will help to generate ideas for visual stimulus for the identity.


Stage 2

RESEARCH Background

Mood boards


Stage 3

IDEATE Solutions


Stage 3

IDEATE Solutions

Initial sketches to represent the final key words World Class Global Versatile Mix of brands Leisure


Stage 3 Color pallet

IDEATE Solutions


Stage 3

IDEATE Solutions

FORM INSPRATION


Stage 3

IDEATE Solutions

EXPLORATIONS

UNIVERSAL

UNIVERSAL

UNIVERSAL

UNIVERSAL

UNIVERSAL

UNIVERSAL

UNIVERSAL


Stage 3

IDEATE Solutions

FONT USED FOR THE IDENTITY COOLVETICA a b cdefghi jklmn o pq rst u vw xyz ABCDEFG H IJ KL M N O P Q RST U V W X Y Z 12 34 678 90.,/ ’; ” : ][\ +- * # Cool v e t i c a i s a s cratch bu il t, s ans s eri f font, based on an Ameri c an chai n store l o go s circa 1 970. Th is was an e ra w h e re e v e r yo n e wa s m o d i f y i n g Helvetica. No t o nly for logo desi gns but ev en font desi gners were at it . Th e Ph o t o Le t t e r in g I n c. cat alo g was lo ad e d w it h pl a y f ul h el variatio ns. E v e n Le t ra s e t chim ed in with S hatter, Formula One & Isometri c. Coolv eti c a rec re at e s t h at 1 970s cu s t o m d is play le t t e r in g lo ok w it h re a l ly t i g h t ke rning and f u nky cu rls. The tai ls on the R and a hav e been left out t o allow e v e n t ig h t e r s p acin g . Th is is n o t a t e x t fon t . C o ol v e t i c a is a pu re dis play fo nt, i ntended for bi g , funk y headi ngs and ti tles. Th e 1 999 v e rs io n o f C o olv e t ica h ad a G w it h a swas h t a i l . Th cu rrent vers io n s til l contai ns a swash G, but i t’s ac c essed as a “stylis t ic alt e r n at e ” in O p e n Ty p e s av v y ap plicat io n s. Cool v e t i c a h a s clas s bas ed kerning , math sy mbols, frac ti ons and numeri c ordi na ls. Do n’ t fo rg e t t o re ad t h e file s in s id e t h e zip fo r de t a i l s. U p d a t ed in 2 0 1 2 . Why co ol ve t i ca EASY | SIMPLE | UNIVERSAL | COMMON | BOLD | CLEAR | POWERFULL | LEGIBLE


Stage 4

SELECT Rationale


Stage 4

Select Rationale

Two different design ideas were advanced to the select stage.

Business Card

Business Card

The center ring is inspired by the color of temple architecture of bhubneshwara Letterhead, envelop, C.D

Letterhead, envelop, C.D

The triangular pattern in the logo is inspired by the Pipili applique work of odisa.


Stage 5

PROTOTYPE Resolve


FINAL IDENTITY


VERSATILE MIX OF BRANDS LEASURE Through Colors GLOBAL WORLD CLASS Through the shape


MEASUREMENT


Glow in the dark


3 D Form of the identity to have an idea about the look and feel of the logo as a sculpture / 3d form.


Stage 6

IMPLEMEMNT Delivery


Stage 6

IMPLEMENT Delivery

SKY SPACE UNIVERSE NATURE NEVER ENDING CONCLUSIVE


Business Card 92mm X 54mm


COLLATERALS

LETTERHEAD: 210mm x 297mm | VISITING CARD: 92mm X 54mm | SMART CARD: 92mm X 54mm | ENVELOP: 225mm x 130mm C.D


Stage 7

Learn Feedback


Learning occurred throughout the design process. The selection process gave me a clear idea of what solution resonated with the brief.


SUBMITTED BY SOURAJIT SENGUPTA P.G 2nd year, 3rd sem Year 2011-2013

Corporate identity  

Class room project

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