Design Studies by M Karwowski

Student Name & Email    Mark Karwowski    
Course    Graphic Design
Supervisor name    Elio Caccavale

Title (max 50 words)
Corporate Branding Verses Globalisatin

Introduction
A clear corporate identity can allow a company to run more efficiently. It’s values and ethos is reflected within its design which allows it to stand out within its market and attract the right target audience.  However this helps to communicate with the right potential employees, and usually this is reflected within the identity also. These combining factors come to together to create a robust business; what happens when a business or even a brand develops from a local position to the global market?

Establishing the Past
Throughout Graphic Design there has always been clear principles and processes of creating and producing. In the past, a basic formula existed that allowed the designer to meet with the client and hold conversations to establish the needs of the brand and company. It was then handed over to the designers in trust after that point. Using their knowledge and skills to develop the brand, the designers would then finally come up with an end solution. A basic rational of how to communicate to the target market was taken into consideration by using key techniques such as identifying the core values of the brand; the style was then developed based around these findings.
(Note: Looking at companies like Chermayeff & Geismar)

Establishing the Present
Today within a developed Globalised market there are newly formed problems.  The trust between the client (large corporations) and the designer is more complex. The personal touch and face-to-face interaction does not exist anymore or has become only a small part of the process.  There is now a vast corporate structure, and businesses which are driven by development and marketing aim to sell high but buy low.

The super-brands have been successful because of simple but sophisticated components of their identity system, which are the foundations and building blocks of branding.

“Harvard Business School defines as ‘that for which the consumer believes there is no substitute”1

This reveals that companies have become so well integrated into the consumer lifestyle that they think they cannot live without these brands in their day-to-day lives, as they fill our heads with positive perceptions and feel good experiences.  However, are design principles lost within this practice, and are we still creating good solutions rather than quick fixes?

Today there are various established corporations that do research into consumer spending and the habits of interaction with brands and products.  Within our modern global society it has become more about integrating the brand or product into the lifestyle of the consumer.

The success of this revolves around ‘I must have’ thinking that develops hidden messages such as how the product will make lives easier or by creating a human desire. However some of these techniques are becoming too regular, so new strategies are being developed through viral and guerilla advertising.

Power of the Brand
Within this dissertation I would like to look at case studies. An example would be the success of Apple’s branding, why they have such a strong control over the their brand’s look and how their products should be displayed. During the 90’s, it was the brand that helped Apple survive as company as people bought into the idea and concept of the business.

Another example is TOYOTA, who had a negative business because of faulty break systems in their cars. They needed to change their customers’ opinion of the brand and to make it more positive. It’s corporate identity needed to adapt and change to help convey to their target market what made TOYOTA  a good company in the beginning.  The marketing strategy of breaking into the lifestyle of the consumer became a new phenomena. So looking at how a company needs to push through a new marketing strategy to improve the business or fail as a company is ideal for research..

My dissertation should show an investigation into what processes and guidelines that these companies used for their brand.  Stating clearly found research and information on what the fundamental core characteristics on what makes a good and bad brand strategy, I will identify companies within the global market. This will define and back up my findings on branding.

What is Globalisation?
Globalisation is the term that explains interrelationships of trade, production, investment and development over a world-wide scale. A shorter abbreviation of the term is Globalism. Over the past twenty years this has seen the transfer of ideals and trends from Western to Eastern society. The path of consumerism is a key facet, and how we class wealth, culture, ambition and aspiration in society today has been affected by this. Has this then diluted the individual person and unique cultures and traditions that make nationalities different?

Consumerism is a process that has driven technology advancement and how we communicate with each other.  It has decreased the size of the world and created one large community.  One great example is the internet and the developments of Web 2.0 (social networks, blogging and email).

The current market is in flux, with a lot of consumer spending transferring onto the online market rather than buying from a physical shop or business.  Many forms of entertainment are being produced for online purposes. If there is becoming a virtual and physical market change, how does stretching into various kinds of markets change the perception of a brand?

The Problems Now & Future
How can you establish a brand within a vast sea of logo’s and markets, and how do you become individual? This has developed into a very big problem within a world with of similar products and services; but because of our complex and busy lifestyles this has made it challenging for new businesses and products to break into the market. Clever branding and new strategies are introduced at this stage.

There are also demographic problems. A company will usually retain some original ethnicity and have a clear communication created for its specific language and home culture that follow their ideals and values.  But there is dilemma when this is taken into a global market, where one cultural meaning or business campaign might not connect with varying audiences thus become unsuitable. So there must be a localised business plan and a globalised business plan. This leads to various problems and adds more complexity to even the most simple of ideas.  (Room for research and comparison). By looking at these two different business approaches to the market, I can analysis the complexity of the market.  My findings will determine the positive and negative effects it has on the business.


The Complex Process
Another key factor is how one interacts with the brand as it must engage into peoples’ busy lifestyles. What are the new forms of marketing now? 

This is an opportunity to look at studies of how big businesses like Tesco use clever marketing like the club-card schemes to record the information about their customers, what they buy, and how they target them.


Graphic Design is changing?
Globalisation has allowed the development of new technology that is now integrated into the graphic design process and production.  This allows a faster turn around in work.  But what are the positive and negative aspects of this?  Is the quality of design being diluted and getting lost?

By looking at history and what is happening now in Graphic Design, I want to establish what the core principles of the practice are and what is going to happen in the future. With today’s computers everything is now moving to digital content and through this, printing techniques and styles are being lost. However the market of online content is increasing every year, and this has become an economic boom. This will allow for the introduction of theories of what is going to happen in the future, from the findings that I will get with my progressive research. Lastly, how do we apply the fundamental principles of design into a digital environment?

Problem-Solvers?
The best way to argue any theories and to help with the conclusion for my dissertation is to ask the ‘Problem-Solver Designers’ of today. I want to identify the views and opinions of designers such as what is branding, is it design or advertising, or both. I also want to discover what effects and changes that they have seen with the development and existence of the globalised market, what examples they have come across and what new-found methods they have applied or used within their practice.

Conclusions
To conclude, I will write up all my information and findings that I need to push through the argument that Globalisation has both positive and negative aspects on Corporate Branding. I can then conclude what the effect has been on Graphic Design and how it has changed the process of creating work within the industry. Within the dissertation results, I can identify these aspects and bring them into my final analysis.

Chapter Synopsis (500 words)
Introduction
Throughout this dissertation it is I am researching Corporate Branding and the complexity that Globalisation creates for businesses and designers. How do you adapt and change a corporation’s look and make it stand out? What are the problems for design, and is everything now being created for the mass market? Is design lost?

Looking to the history of branding, analysing the local and global markets, revealing the power of the brand and discovering what is occurring in the present will help to answer these questions; but backing up these findings with the effects it has on design and how it is changing will show what branding has become. As the practice of Graphic design changes constantly, what is it now and what is its future?


The Beginning
This should give a detailed analysis that looks at the basic techniques used in design, and how the client and designer relationship works. This is alongside an analysis of the methods from the masters such as Saul Bass, and their processes of production.

    Core Values
Revealing the simple principles and how the designer represents the values of the business. Reading into the theory of visual language research.

    Design Rules
What is being taught within our design schools and how did these rules develop in the first place. The problem solving rules and how design and communication may follow unwritten guidelines.

The Market
These are the two types of business structure or the thinking behind what market a corporation or brand is being developed for.

    Localised
Smaller market that is the focus for most businesses. The super brands/ corporations will change their strategic policies. Cultural adaptation is required for it to succeed. Required to meet the needs of that specific market.

    Globalisation
Developed for the vast market and the corporations brand is the same and is developed for the world market. However this can cause dilemma’s, eg USA directed service may not be applicable in China, offensive material towards their ideals.

Power of the Brand
This section goes into great detail of the power of the brand. The brands that we see and interact with today are taken for granted, because the best brands are distinguishable and have become so familiar that they become valuable to our lifestyle.

    Brand’s Identity System
Looking at the anatomy of the brand’s identity and its complex process of communication. Breaking down how the brand’s identity captures the attention of the consumer, communicates what it is, what it offers and the selling point.


    Design & Advertisement
These are two separate disciplines that are losing their boundaries between each other every day. Here I want to look at how the brand is applied and is emphasised through good design and advertisement campaigns. 

    The Companies
Looking closely at the famous brands and how they stand the test of time.

The Present
Bringing the focus onto the present.  What are the techniques with design today and how is branding being integrated into globalisation now that there is big competition, and thousands of brands are screaming to get the consumers attention.

    Evolve or Revolve
Looking closely at the famous brands and how they stand the test of time.

    Clever Marketing
In today’s market there is a demand to think out of the box.  There is a lot of agencies and designers that develop various viral marketing and gorilla tactics to break out from the ocean of brands.

    The Problem-Solvers
Gathering questionnaires and interview notes will reveal the mind of the creative communicators and link it to my questions in the dissertation. Asking graphic design professionals and students about what they think the problems are.

Conclusions
Round off the findings and looking at the results of the research and the facts that were discovered.

    Design Changing
Is it good or bad? Give a final statement linking back to the findings.

    A Graphic Designers Future?
Giving the final outcome linking my practice with my personal opinion and what I discovered through the process of the dissertation.

TIMETABLE

• May
  Reading over books and developing notes.
  
  June
  Using the notes that I have gathered and constructing my theories.
  
  July
  Creating questionaires and organising interviews.
  
  Having interviews with Designers & Creative professionals, typing up
  my findings.
  
  August
  Typing it all into my dissertation format.
  
  September
  Keep on typing up my dissertation.
  
  October
  Develop in Indesign.
  
  November
  Corretions and proof read.
  
  December
  Printed and handed in.

Aims: Why are you doing this? (max 100 words)

• My reason for looking at the Corporate Identity is because I want to explore the problems that I might face when I graduate.
• Currently the key to a successful brand is to research how to interact with the target audience.
  Another key reason for the direction I took for my dissertation is to theorise and find out how the global markets are changing the process of design. 
• This research could help other academics to understand how the complexity of the global market can change a simple company and methods that they brand themselves.

Objectives: What will you produce? (max 100 words)

• My aim is to research the past methods of branding and bring  this into the present.
• Researching specific brands and looking how they convey their brand.
• The dilemmas that occur when going into a globalised market.
• What effect this has in the graphic design process.
• Theorise what the future developments could be from my research.

Keywords (min 5 and max 10)

1. Brands
2. Globalisation
3. Graphic Design
4. Process
5. Communication

Bibliography

Books
Practitioner within the field, has a lot of with various big corporations:
Berger, W 2009, Glimmer: How Design Can Transform Your Life, and Maybe Even the World, Penguin Press HC, The

This books book’s core purpose is to expand the understanding and question your reasoning about branding.  By breaking free from conventional means you can push the brand into localisation or global markets.  The content creates conflict and debate.
Blackwell, Lewis & Ashworth, Chris (2001). SOON : Brands of tomorrow. USA: fivedegreesbelowzero Press, L.L.C.
Goes into detail about the origins of the world’s best great identity designs.  It shows how we are all attacked with millions of images every day, trying to get us to buy into a product or service.
Cullen ,Cheryl Dangel, 2003. Identity Design That Works: Secrets for Successful Identity Design (Graphic Design). Edition. Rockport Publishers.

This refers to the problem solving process that creative professionals do within their career.  It reveals it’s role within communication and design.  Every end section has examples of the solutions that various companies or agencies have created to overcome a problem for their client.
Johnson, Michael, 2002. Problem Solved: A Primer for Design and Communication. 1St Edition Edition. Phaidon Press.

Describes the design principles and how to use innovation in your ideas:
Kelley, T 2002, The Art of Innovation: Success Through Innovation the IDEO Way, Profile Business


This book presents an insight into the various aspects of multinational and the global market of advertising:
Marieke, K. de Mooij & Keegan, Warren J. (1991). Advertising worldwide. Cambridge: Simon & Schuster International Group.
A book that looks into how we are influenced with all the visual information today:
Mau, Bruce 2000, Life Style, Phaidon Press

A book that looks into how we influenced with all the visual information today:
McCandless, D 2009, Information is Beautiful,

Looks at how branding is neither good or evil, shows the positive and negative aspect of a global market of today:
Nicholas Ind (Ed.), Beyond Branding, Kogan Page, UK, 2005
Breaks down the process of developing the brand from initial concept to finished results.
Pettis, Chuck (2001). Technobrands: How to Create & Use “Brand Identity” to Market, Advertise & Sell Technology Products. iUniverse, UK 2001
Throughout this book it breaks down the marketing theory behind the brand.  Looks closely at the emerging culture and other variables like trends and how this effects the company.  (Need to read further)
Platteel, Andre (2003). Margeting: Inventing a Different Marketing Language. The Netherlands: Episode Publishers. p1-480.
In-depth book on the development of Globalisation:
Stiglitz, J E 2003, Globalization and Its Discontents, W. W. Norton & Company

This gives a great insight into what new marketing ideas that have developed within advertising for this generations shock value.  This is primarily for visual reference because it has key examples of shocking imagery that used as a tactic to attract a targeted audience.
Saunders, Dave (1996). Shock in advertising. Singapore: Batsford. p6-100.
Within this publication it breaks down the purchase process of a consumer and the stages of thinking that occurs.  These steps or stages can be simple or complex, periods lasting a few minutes or even a year.  The determine (determination) of the timescale depends on the purchase, i.e. buying a house or a new music player.  Then it introduces the persuasion plan, a set of ideas or plans that a designer will create to entice the sale of that product or service.   
Sherr, Leslie H. & Katz, David J, (1999). Design For Response : creative direct marketing that works. USA: Rockport Publishers. p8-13.
Researching into the most popular brands in our culture over the last year I came across this
publication. It has a wide range of companies that were successful to convey a youthful or cool appeal in 2010.  These are major companies that have made their brand work in a globalised market.
Superbrands (UK) (2009). CoolBrands 2009-10. Italy: Prepress by Zebra. p1-17
Comparing Graphic Design with Style and Globalism is key to my dissertation:
VanderLans, R 2004, Emigre No. 67: Graphic Design vs. Style, Globalism, Criticism, Science, Authenticity and Humanism, Princeton Architectural Press



Good examples of branding today and what it involves when leading
projects around the world:
Wiedemann, Ed. Julius 2009, Brand Identity Now!, Taschen, China.
Breaks down the process of developing the brand from initial concept to finished results:
Wheeler, Alina, 2003, Designing Brand Identity, John Wiley & Sons Inc., UK

Websites
Online archive of news and articles for design:
Internet and Software Services Ltd 2010. [Online]. Available from : http://designercorner.blinkr.net [Accessed : 15, November, 2010]
Practitioner within the field, has a lot of work with various corporations:
Design, B M 2010. Bruce Mau Design [Online]. Available from : http://www.brucemaudesign.com/ [Accessed : 15, November, 2010].

Resources for design information and schools:
core777.com [Online]. Available from : http://core777.com [Accessed : 15, November, 2010]
For useful articles and trust worthy journalism:
post, w 2010. Washington Post - Politics, National, World & D.C. Area News and Headlines - washingtonpost.com [Online]. Available from : http://www.washingtonpost.com [Accessed : 15, November, 2010]
Brandcameo. (2011). Published Papers. Available: http://www.brandchannel.com/home/. [Last accessed 7th March 2011.]
Economist. (2011). Culture. Available: http://www.economist.com/.                                    [Last accessed 7th March 2011.]
Company, T N Y T 2010. The New York Times - Breaking News, World News & Multimedia [Online]. Available from : http://www.nytimes.com/ [Accessed : 15, November, 2010].
News International Newspapers Ltd 2010. [Online]. Available from : http://www.thesundaytimes.co.uk [Accessed : 15, November, 2010]

Trend Watching. (2011). 11 Crucial Trends 2011. Available: http://trendwatching.com/. [Last accessed 7th March 2011.]

Title: Corporate Branding Verses Globalisation

Introduction 

• My reason for looking at the Corporate Identity is because I want to explore the problems that I might face when I graduate.  Currently now it is becoming more relevant about researching how to interact with the target audience is key to a successful brand.  
• Another key reason for the direction I took for my dissertation is ti theorize and find out how the global markets are changin
  • g the process of design.  
• This research could help other academic to understand how the complexity of the global market can change a simple company and methods that they brand themselves.

Objectives

• My aim is to research the pass methods of branding and bringing this into the present.
• Researching specific brands and looking how they convey their brand.
• The dilemmas that occur when going into a
•  globalized market.
• What effect this has in the graphic design process.
• Theorize what the future developments could be from my research.

Keywords

• Brands
• Globalization
• Graphic Design
• Process
• Communication

Annotated Bibliography (min 25 of 24 required books, articles, websites)

Books

Practitioner within the field, has a lot of work various big corporations:

Berger, W 2009, Glimmer: How Design Can Transform Your Life, and Maybe Even the World, Penguin Press HC, The

This books core purpose is to expand the understanding and question your reasoning about branding.  By breaking free from conventional means you can push the brand into localization or global markets.  The content creates conflict and debate.

Blackwell, Lewis & Ashworth, Chris (2001). SOON : Brands of tomorrow. USA: fivedegreesbelowzero Press, L.L.C.

Describes the design principles and how to use innovation in your ideas:

Kelley, T 2002, The Art of Innovation: Success Through Innovation the IDEO Way, Profile Business

This book presents an insight into the various aspects of multinational and the global market of advertising:

Marieke, K. de Mooij & Keegan, Warren J. (1991). Advertising worldwide. Cambridge: Simon & Schuster International Group.

A book that looks into how we influenced with all the visual information today:

Mau, Bruce 2000, Life Style, Phaidon Press

A book that looks into how we influenced with all the visual information today:

McCandless, D 2009, Information is Beautiful,

Looks at how branding is neither good or evil, shows the positive and negative aspect of a global market of today:

Nicholas Ind (Ed.), Beyond Branding, Kogan Page, UK, 2005

Breaks down the process of developing the brand from initial concept to finished results.

Pettis, Chuck (2001). Technobrands: How to Create & Use “Brand Identity” to Market, Advertise & Sell Technology Products. iUniverse, UK 2001

Throughout this book it breaks down the marketing theory behind the brand.  Looks closely at the emerging culture and other variables like trends and this effects the company.  (Need to read further)

Platteel, Andre (2003). Margeting: Inventing a Different Marketing Language. The Netherlands: Episode Publishers. p1-480.

In-depth book on the development of Globalisation:

Stiglitz, J E 2003, Globalization and Its Discontents, W. W. Norton & Company

This gives a great insight into what new marketing ideas that have developed within advertising for this generations shock value.  This is primarily for visual reference because it has key examples of shocking imagery that used as a tactic to attract a targeted audience.

Saunders, Dave (1996). Shock in advertising. Singapore: Batsford. p6-100.

Within this publication it breaks down the purchase process of a consumer and the stages of thinking that occurs.  These steps or stages can be simple or complex, periods lasting a few minutes or even a year.  The determine of the timescale depends on the purchase, i.e. buying a house or a new music player.  Then it introduces the persuasion plan, a set of ideas or plans that a designer will create to entice the sale of that product or service.   

Sherr, Leslie H. & Katz, David J, (1999). Design For Response : creative direct marketing that works. USA: Rockport Publishers. p8-13.

Researching into the most popular brands in our culture over the last year I came across this 

publication.   It has a wide range of companies that were successful to convey a youthful or cool appeal in 2010.  These are major companies that have made their brand work in a globalised market.

Superbrands (UK) (2009). CoolBrands 2009-10. Italy: Prepress by Zebra. p1-17

Comparing Graphic Design with Style and Globalism is key to my dissertation:

VanderLans, R 2004, Emigre No. 67: Graphic Design vs. Style, Globalism, Criticism, Science, Authenticity and Humanism, Princeton Architectural Press

Good examples of branding today and what involves when leading 

projects around the world:

Wiedemann, Ed. Julius 2009, Brand Identity Now!, Taschen, China.

Breaks down the process of developing the brand from initial concept to finished results:

Wheeler, Alina, 2003, Designing Brand Identity, John Wiley & Sons Inc., UK

Websites

Online archive of news and articles for design:

Internet and Software Services Ltd 2010. [Online]. Available from : http://designercorner.blinkr.net [Accessed : 15, November, 2010]

Practitioner within the field, has a lot of work with various corporations:

Design, B M 2010. Bruce Mau Design [Online]. Available from : http://www.brucemaudesign.com/ [Accessed : 15, November, 2010].

Resources for design information and schools:

core777.com [Online]. Available from : http://core777.com [Accessed : 15, November, 2010]

For useful articles and trust worthy journalism:

post, w 2010. Washington Post - Politics, National, World & D.C. Area News and Headlines - washingtonpost.com [Online]. Available from : http://www.washingtonpost.com [Accessed : 15, November, 2010]

Brandcameo. (2011). Published Papers. Available: http://www.brandchannel.com/home/. [Last accessed 7th March 2011.]

Economist. (2011). Culture. Available: http://www.economist.com/.                                    [Last accessed 7th March 2011.]

Company, T N Y T 2010. The New York Times - Breaking News, World News & Multimedia [Online]. Available from : http://www.nytimes.com/ [Accessed : 15, November, 2010].

News International Newspapers Ltd 2010. [Online]. Available from : http://www.thesundaytimes.co.uk [Accessed : 15, November, 2010]

Trend Watching. (2011). 11 Crucial Trends 2011. Available: http://trendwatching.com/. [Last accessed 7th March 2011.]

Tonight I have been structuring out what pages we need for the presentation.

Since I am studying Graphic Design, I have developed various logo ideas for the team to see, from there we should have a finished identity.  These are my strengths and what I brought to the team’s project, so far.

Our meeting was held straight after design studies

The following was the outcome

Rational

Name : Rags 2 Riches

3 Words
Creative
Unique
Personality

30 Words
We are the Rags 2 Riches Studio, the new form of creative clothing.  With our one off, unique and original garments we can add to your personality the fashionable way. 

100 Words
We are the Rags 2 Riches Studio, the new form of creative clothing but with a twist.

Our business is a co-operative, a studio and a shop all in one. By joining there are various benefits.  Its a studio within a shop, you have the option to create and sell with our designers.  With discounts and creative classes as benefits, its hard not to join our family because you become part of it.

With our original recycling methods, we are good for the environment.  Welcome to a place where you can show your own creative skills and stay fashionable.

After a great summer I had been very proactive.  Currently I am nearly half way finished my dissertation.

Throughout this week I have met with team at various times to push forward our project, the following is the recorded notes that I have kept.

• Wednesday: General Meeting

We all gathered at the Matthew’s Buildings Green sitting area straight after Design Studies Lector.  Within the meeting we went through our progress of  slides.  It was decided to start breaking up tasks to push for a final outcome of work.

This is how it broke down:

Janna & Stacey : Were given the task to collect everyones research and compile this into a sketchbook, filled with notes and images.  This is part of our portfolio submission of the project that is required to pass.

Michaela & Sarah : Were given the task to gather images of the shops style and what the products were going to be.  Plus Sarah found out the rent cost for the shop to fit into our business proposal slides.

Gordon : Is continuing the look and taking his sketching ideas of the website onto a final outcome for the advertisement plan for the company.

Mark : Myself was given the task of getting everyones input and compiling this information onto the presentation and to start creating the style of its layout.  From my initial concept of the brand, this has to be altered.

• Thursday : Drop in Meeting

Micheala, Sarah and myself met to add there information and images of the products into the presentation and talk about visual look of the shop.

• Friday (today) : Two Meetings

1. Gordon and myself met to finally create the look of the website and finalise its look   for submission with the presentation.

2. Micheala and I went to an appointment with Hamid to show our progress with      the presentation and to get constructive feedback.

Alterations to be made: 

• Try to make the main reason about the business clearer.
• Logo, needs to link more to the businesses service and product (tell a story)
• Presentation needs to slightly shortened (less is more)
• Make the feel of the presentation more organic, reflect the brands style

END

We have decided to create each of the following.

These are the main categories that we must develop.

The Slides

Logo and Applications
Rational
Research
Presenting Work
Financing your Business
Premises
Costing our Products and Services
Manufacturing our Products
Contracts and licensing
Marketing : Blogs and Awareness
Law And Tax