Brand Development Guide (EN) for Directoria

Guía de Desarrollo de Marca (ES) para Directoria

The Brand Development Guide created as a result of the Capstone Project for the course «Brand New Brand» by the California Institute of the Arts, offered through Coursera, serves as a comprehensive and visually engaging document that encapsulates the journey of defining and conceptualizing a brand. This guide systematically walks through the stages of brand development, offering a clear and well-structured roadmap for the brand creation process.

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1. One-sentence Description of Proposed Startup (Week 1): The guide opens with a concise statement describing the essence of the proposed startup, capturing the core idea and purpose of the brand.
2. Fictional History of the Company/Client (Week 1): A narrative paragraph paints a vivid picture of the brand’s backstory, creating a sense of heritage and context for the reader.
3. Mind Mapping and Brainstorming Sketches (Week 1): Visual representations of the initial brainstorming and mind mapping activities are included, illustrating the creative process and ideation that led to the brand concept.
4. Naming Options for Company/Client (Week 1): Three distinct naming options are presented, with the top choice clearly highlighted, explaining the rationale behind the selection.
5. Adjectives Describing Startup’s Key Qualities (Week 1): Three adjectives are listed, succinctly conveying the fundamental qualities and attributes that define the startup.
6. Mood Boards (Week 2): Two mood boards are showcased, offering a visual exploration of the brand’s aesthetics, color schemes, and themes to evoke a specific mood and tone.
7. Startup Name in Five Typefaces (Week 3): The selected startup name is depicted in five different typefaces, emphasizing the most successful one that serves as the foundation for the brand’s typographic identity.
8. Variations of Chosen Skeleton (Week 3): Five different variations of the chosen typographic skeleton are presented, examining differences in form and structure, with the most effective iteration highlighted.
9. Refined Logotype (Week 3): The final, polished logotype is displayed, reflecting the culmination of typographic refinement and design choices.
10. Identity’s Color Palette (Week 4): A dedicated page illustrates the brand’s color palette, showcasing the chosen colors and explaining their significance.
11. Custom Mark or Icon (Week 4): An icon or custom mark designed to complement the logotype is displayed, offering a unique symbol that represents the brand.
12. Secondary Typeface(s) (Week 4): The guide features a page that presents secondary typefaces chosen to complement the primary typographic identity, emphasizing their role in maintaining consistency.
13. Logotype with Imagery (Week 4): The logotype is displayed in conjunction with the chosen style of imagery, whether photography or illustration, demonstrating how the brand’s visual elements work together.
14. «Secret Ingredient» Explanation (Week 4): A dedicated page unveils the brand’s «secret ingredient,» providing a conceptual and visual explanation of this unique element that sets the brand apart.
15. Applications of Identity (Week 5): Four pages are dedicated to showcasing different applications of the brand identity, revealing how it translates across various contexts.
16. Front and Back Cover: The guide begins with an eye-catching front cover and ends with a back cover, creating a polished and professional presentation.
17. Table of Contents: A clear table of contents is included, making it easy for the reader to navigate and locate specific sections within the guide.

This Brand Development Guide is not just a documentation of the creative process but also a valuable resource for anyone looking to understand the comprehensive journey of bringing a brand to life, from concept to visual execution. It serves as a testament to the thought, creativity, and strategic planning that goes into crafting a brand’s identity.