22 Questions
What is the main goal of Emotica's new visual identity?
To create a coherent visual identity to attract investors
Where will the new visual identity be used?
On all external corporate communications, including website, printed materials, business cards, and presentations
Who is the target audience for Emotica's new visual identity?
All of the above, including shareholders, bank analysts, media, and other interested parties
What is the company preparing to do ahead of its new visual identity?
Raise capital through an IPO
What type of company is Emotica?
Junior mining exploration company
What is the main motivation for creating a new visual identity?
To attract new and existing business interest
What is the goal of transforming a product's design?
To facilitate a new distribution method
What is the purpose of diagrams in design theory?
To show the basic principles of design in action
What is the result of taking a product back to its basic state?
A product that is reduced to its simplest form
What is the approach that Navyblue took in redesigning the packaging for Ian Macleod Distillers' Smokehead Scotch whisky?
Divergent approach
What is design thinking primarily focused on?
Generating a wide range of ideas
What is the result of a transformation in a product's design?
A substantial qualitative change
What is the primary goal of branding?
To create a unique identity for the product
What is the role of visual communication in design?
To convey information to the consumer
What method was used to generate ideas for the visual stimulus for the identity?
Web-based search for imagery and icons
What was the strongest asset of Sovereign according to the research?
Its ability to balance the needs of current customers, while planning and developing for future customers
What was the central concept of the initial ideas of the design team?
Planning for today as well as tomorrow
What was the purpose of the audit of competitors?
To better understand the visual world that housing associations work in
What was the outcome of the web-based search for imagery and icons?
A collection of images using a circle or loop, representing continuity and growth
What stage of the design thinking process did the design team make a series of initial sketches?
Ideate
What was the goal of the design team?
To create a shape or expression that could be used for the group logo
What was the purpose of the interviews and workshops with the client?
To understand the values and vision of the client
Study Notes
Research and Planning
- The research included interviews and workshops with the client and regional associations to understand their values and vision for the brand.
- A competitor audit was conducted to analyze the visual world of housing associations.
- The research highlighted Sovereign's ability to balance current customer needs with planning for future customers as its strongest asset.
Design and Ideation
- The design team created initial sketches to explore and develop ideas for a symbol, testing different concepts and treatments.
- The central concept was to plan for today and tomorrow, creating a shape or expression for the group logo and sub-brands.
Project Objectives
- The aim was to produce a new corporate identity reflecting the company's exciting potential.
- The identity needed to resonate with potential investors and differentiate the company from others in the industry.
Identity Requirements
- The visual identity was to be used on all external communications, including the website, printed materials, business cards, and presentations.
- The target audience consisted of shareholders, bank analysts, media, and other interested parties, mainly in North America and Europe.
Design Thinking
- Diagrams add meaning to design thinking theory by illustrating basic principles in action.
- Design thinking involves transformation, which can include substantial qualitative changes, such as redesigning a visual identity or repackaging for new distribution methods.
Case Studies
Ian Macleod Distillers Redesign
- Navyblue redesigned the packaging for Ian Macleod Distillers' Smokehead Scotch whisky, taking a divergent approach.
This quiz is about a research study conducted for Sovereign Housing Association, involving interviews, workshops, and competitor analysis to understand their values and vision.
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