The new brief is all about BRANDING AND IDENTITY and therefore, the first place to start would be thinking about business and brand design, and corporate identity:
The definition of corporate identity is:
“Combination of color schemes, designs, words, etc., that a firm employs to make a visual statement about itself and to communicate its business philosophy.”
The first thing to do was to look at a few examples of how businesses use design in order to express a message and or idea about the company to the customer.
The visual design of the brand is how the company would attract the customer and also the identity of their brand and therefore, this brief includes the semiotics of the design and how this would link to the identity of a brand.
I looked into how this is used in corporations and how branding is the key to the identity of a brand. Some branding is very functional and suits the point of the branding, however, the corporate branding which stands out is the creative ideas which also suit the identity of the brand.
This website has a number of brand identity examples and how these designed and created a brand:
http://www.logodesignlove.com/brand-identity-style-guides
I looked at this for inspiration when thinking about how to start thinking about how to design a logo. The Penguin logo guidelines explain how the logo was designed.
