BRAND AND IDENTITY ASSIGNMENTS

ASSIGNMENT 4.2:

‘Identity cues on your most loved brand’

This exercise will bring all the knowledge learnt in this course to a conclusion.  In this assignment you
will still be working on that same brand that you love and that you have worked on in the previous
assignments. However, this time you will be looking at brand identity for that brand.

In order to complete this assignment, you will need to research your brand extensively both online and
offline.  Many brands have brand books and brand identity guidelines online – these documents will be
very useful for your assignment.

In this assignment, it is best to try to be as creative as possible. 

The first thing you will attempt to do is bring the consumer from your consumer segmentation in
Assignment 1 to life. We call this a Consumer Summary, and in this summary you look for images that
speak about the personality traits and human values this consumer represents, in images, not words.
Since the same picture can be interpreted in different ways, make sure you specify exactly what it
means to you and what it says about your brand, with a written justification underneath.

The next thing to do is to express the essence of the brand in what we call a Brand Manifesto.  This is a
‘public declaration of intent’ that should include all the beliefs, values and actions of the brand that
together deliver that intention.  This should be around 10 sentences that bring your brand positioning to
life by enhancing it with all the elements that you have identified in your brand house as a brand story.

The following this step is that you need to address the different identity touchpoints, one by one. You
should describe:
 The Logo:
 The Name: reflect on its origin and address the extent to which your brand name covers the
essence of good naming.
o Does it communicate the essence of the brand and the image the brand is trying to
convey? In what ways?
o Does it allow for brand growth beyond the currently portfolio? How?
o Is it unique and distinctive from the competition?
o What type of name is it? Justify your point of view using the elements covered in the
course.
 The Overall Look and Feel.
o What are the color palettes?
o What are the primary and secondary colors?
o How do these colors build on the brand house?  
o How do these colors stimulate brand association?
o Do they build differentiation for this brand?
 Typography.
o What typeface is used and why?
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o What is the relationship with the brand, what values is it trying to communicate?
 How is the photography revealing of the essence of the brand?

It is worth 25% of your final grade and will be graded on a set rubric by a minimum of two of your peers.
After completing and submitting the assignment, you will need to grade a minimum of two other
students’ work based on a given rubric.