GRP224 | Identity and Branding

Assessment 1 | Designer Identity

Prepared by Sarah Micallef for Dr Betty Sargeant

Submitted on the 16th March, 2018

Sarah
Micallef
Contents Page
Creative branding of 3 practitioners

Personal SWOT Analysis

Personal Brand Pyramid

Mood Boards

1 | Vibrant and modern

2 | Bright and fun
3 | Natural and fresh
4 | Bold and intense
5 | Vast and wide | typefaces
6 | Tall and powerful | typefaces

Reference List
Practitioner 1
Tom Muller | Hello Muller
Hello Muller, established in 2011, is the London-based studio of graphic 1
designer and illustrator, Tom Muller. Muller’s logo is a wordmark, which
utilises a heavy weight sans serif typeface (Helvetica) in Pantone
Black C, and a Pantone 172 (orange) background.

This logo suggests a powerful presence and boldness, which is also

conveyed in the monochrome logo version. Also suggested is a fresh
and quirky approach to design via the use of Pantone 172 which is
unique and bright. Muller’s target audience ranges from publishing
companies to global organisations, with his design style being
modern, colourful and adventurous.

Muller utilises a variety of touch points including the Hello Muller

website, Facebook page, Instagram account, Twitter account, a 2
LinkedIn page, and promotional items including posters and carry
bags. Muller’s branding approach is purposefully consistent across
his touch points, with the same colours, typographic approaches and
photographic solutions being used to build a distinct, uniform and
easily recognisable identity, able to be identified via colour alone.

This approach has contributed to the success of the brand by

creating a unified aesthetic, making the brand easily distinguishable
from competitors and creating a professional appearing brand
identity, whilst reflecting Muller’s fresh and bold design aesthetic.

3
 6

4 5 7

8 9

4
Practitioner 2
Jacob Cass | Just Creative
Just Creative, founded in 2003, is the New York-based freelance design 10
business of graphic designer Jacob Cass. Cass’ logo is a wordmark, which
utilises a bold weight (Helvetica) and a light weight sans serif typeface,
(Proxima Nova), coloured in Pantone 806 (Fuchsia) and Pantone Black C
respectively.

These colour choices suggest a high level of creativity and strength,

paired with a serious approach to design, with highly legible font choices
suggesting an emphasis on practical design. Although still distinct, Cass’
logo loses its colour-based associations with creativity and strength 11
when transferred into monochrome. Cass’ target audience ranges from
small businesses to corporate conglomerates, with his style being clean,
modern and strong.

Cass utilises varied touch points including the Just Creative website,
Facebook page, Instagram account, Twitter account, promotional posters
and business cards, and a LinkedIn page. Cass’ branding approach is
one of careful curation, in order to ensure that consistent colours, logo
configurations, typographic solutions and photographic solutions are
used across his brand.

This approach has contributed to the success of the brand by building

consistency, ensuring clarity, making the brand highly recognisable and
creating a modern design aesthetic which reflects Cass’ love of clean and
practical design.

5
12

16
13

15
17

18

14

6
Practitioner 3
Morgan McDonald | Morgi Mac
Morgi Mac, established in 2012, is the boutique design studio of
Queensland based graphic designer Morgan McDonald. McDonald’s
logo is a combination mark, combining the typographic element of
a light weight capitalised sans serif font (Litera EF Regular) with the
graphic element of 2 downwards pointing chevron symbols. 19

This logo utilises Pantone Black C and white only, and is equally
recognisable and effective in conveying a clean, sophisticated, legible
and elegant aesthetic in both colour configurations. McDonalds target
audience is primarily small to medium businesses, with her style being
elegant, sophisticated and clean.

McDonald utilises an array of touch points including the Morgi Mac

website, Facebook page, Instagram page, Pinterest page, Twitter
account and a LinkedIn page. McDonald’s branding approach is a
combination of consistency and variation, with the brand aesthetic
unifying via the use of a simple 2 colour palette, consistent typeface 20
choices and photographic solutions, but also being kept varied via
alternating McDonald’s 2 logos across touch points.

This approach has contributed to the success of the brand by building

a consistently professional image, allowing for easy recognition and
conveying the brand values of simplicity, clarity and practicality, which is
reflective of McDonald’s modern and minimalist design aesthetic.

7
 25

21

22

26

24

23

27

8
Personal SWOT Analysis
STRENGTHS
Varied skill set - Proficient in a wide range of technical tools; graphic
design tools (Photoshop, InDesign and Illustrator) and media
production tools (Premier Pro, Audacity, Protools).
Location - Located a short distance from Sydney CBD.
Presentation skills - Is confident in public speaking and presenting to
customers.
Persistent - Displays a persistent attitude regarding challenges and a
desire to overcome adversity, never labelling problems as “too difficult”
and instead employing lateral thinking to devise solutions.
Writing skills - Enjoys writing about a wide range of subjects and has
extensive experience in writing over different registers at a professional
level.
Customer service/relationship building - Has an extensive background
in customer service and proven experience in building professional
relationships with customers.
OPPORTUNITIES
Online courses - Large range of online courses available (Lynda.com
and w3schools) that could be undertaken in order to broaden skill set
and learn HTML and CSS skills.
Highly mobile - Can realistically consider physical relocation in order to
learn new skills and chase professional opportunities if these arise
interstate or overseas.
Online networking tools - Can utilise a wide range of online tools
(Instagram, LinkedIn, Behance) to widen professional design industry
networks and make new contacts.
Intern opportunities - Can participate in one of the many unpaid
internship programs in close proximity in order to gain workplace
experience/build networks/gain better sense of career direction.
Service variety - Can offer writing and media services as well as
graphic design services, to diversify and offer more to customers.
Small businesses - Lives in an area with a large array of small
businesses, which I can use my presentation/customer service skills to
approach for experience/paid work.
9
WEAKNESSES
Accepting constructive criticism - Is still learning to accept
constructive critisism in a professional manner and to not view these
comments as negative personal attacks.
Industry experience - Has a lack of workplace experience within the
design industry.
Network - Currently has only a small network of professional
contacts within the design industry.
Website building skills - Can use website template tools but has only
very basic HTML and CSS skills.
Financial skills - Lacks even basic financial book keeping skills, has no
experience in invoicing or maintaining accounts.
Pricing - Underquotes services and routinely puts in large amounts of
time beyond services being charged for.
Uncertain of direction - Is unsure of the direction of design career,
type of design to undertake or business/agency to work within.
THREATS
Competitive market - Large amount of individuals operating both
nationally and internationally within the design industry makes work
harder to obtain, pricing more competitive and makes it harder to
stand out as a designer.
Abundance of online tools - Strong online presence of DIY tools
(Squarespace, editing software) which allows customers to engage in
design themselves without professional assistance.
Technology - My skill set has the potential to become outdated
quickly due to the fast moving nature of technology.
Budget restrictions - The tightening of budgets could restrict the
amount of work available in the freelance/small business graphic
design market and the job opportunities in design agencies.
Reputation - Could gain a reputation as being unprofessional and
difficult to work with if I cannot learn to accept constructive criticism.
Unprofitable - May not be able to afford to provide services/maintain
high service standards if appropriate fees are not being charged.
Personal Brand
Pyramid PERSONALITY
My style is bold, distinct,
confident, clear, and purposeful.
As a designer I am energetic, confident,
practical, professional and approachable.
My aesthetic is that of clarity and colour, paired with
exceptional typeface selections for longevity.
My vision is to collaborate with clients to create
unique work which reflects my clients vision, is practical
and is passionately created with exceptional attention to detail.

VALUES
As a designer I value working collaboratively with clients in order to gain
the best possible understanding of their needs and to build strong working
relationships on foundations of honesty and integrity.
I strongly value timeliness, maintaining a flexible mindset to explore all possible
solutions and making the design process an enjoyable experience for all involved.

EMOTIONAL REWARDS
My clients emotionally respond to my work with engagement and assurance that their experience with me was
personalised, consistent across my touchpoints and that the work created was crafted 100% exclusively for them.

My clients also respond to my work with peace of mind, the feeling that their expertise is respected, that their ideas are
valued and that I am as equally invested in the success of their product/brand as they are.

FUNCTIONAL BENEFITS
I deliver timely work which sees my clients achieving their deadlines and my work is of outstanding quality,
which strengthens my clients professional image.

I also deliver a diverse range of services (graphic design, video, audio, writing) which widens the options available to my clients and my unique style
and in-depth research process ensures that my clients will stand out from competitors and have a distinct aesthetic, built for longevity.

ATTRIBUTES
As a designer my skills include a high level of technical expertise over a variety of graphic design and media design products, confidence in combining the use of these
tools and a constant intellectual curiousity to acquire new technology skills.

I have an extensive background in customer contact which has provided me with lateral thinking skills, strong presentation skills, a mature attitude, an ability to build solid
business relationships with customers and the ability to communicate clearly with stakeholders of all levels.

I have a wealth of experience in writing content, conducting research and organising information within corporate environments.

10
28

29

31

32

33
34

30

35 36 37

11
38

39

40 42

43

41 44

46

47

45 48

12
49

50 51

53

52

54

55

56

58 59 57

13
 60 62

63 61

64 67

65 66 68 69

14
70 71

72 73

74

75

78

76 77 79

15
 81

80

85

82 86 87

83

84 89
88

16
Reference List
Airey, D. (2015) Logo Design Love: A guide to creating iconic brand identities (2nd Ed). Pearson Education, USA. pp22-
39.

Cass, J. (2012) Just Creative website. Retrieved from http://justcreative.com/

Figure 1. Muller, T. (2011) Hello Muller logo - colour. Retrieved from http://hellomuller.com/

Figure 2. Muller, T. (2011) Hello Muller logo - monochrome. Retrieved from http://hellomuller.com/

Figure 3. Muller, T. (2017) Hello Muller branded carry bag. Retrieved from http://hellomuller.tumblr.com/
post/165543009458/a-thoughtbubblefestival-psa-you-can-carry-around

Figure 4. Muller, T. (2011) Hello Muller Instagram page. Retrieved from https://www.instagram.com/hellomuller/?hl=en

Figure 5. Muller, T. (2011) Hello Muller event poster. Retrieved from https://www.pinterest.com.au/
pin/269512358920656871/?lp=true

Figure 6. Muller, T. (2011) Hello Muller Facebook page. Retrieved from https://www.facebook.com/helloMullerLtd/

Figure 7. Muller, T. (2011) Hello Muller profile picture. Retrieved from https://twitter.com/hellomuller

Figure 8. Muller, T. (2011) Hello Muller Greatest Hits pdf. Retrieved from http://hellomuller.com/

Figure 9. Muller, T. (2011) Hello Muller Twitter page. Retrieved from https://twitter.com/hellomuller

Figure 10. Cass, J. (2012) Just Creative logo - colour. Retrieved from http://justcreative.com/

Figure 11. Cass, J. (2012) Just Creative logo - monochrome. Retrieved from http://justcreative.com/

Figure 12. Cass, J. (2012) Just Creative business cards. Retrieved from https://dribbble.com/shots/419149-Just-Creative-
Logo-Card

17
Figure 13. Cass, J. (2012) Just Creative Instagram page. Retrieved from https://www.instagram.com/justcreative/?hl=en

Figure 14. Cass, J. (2012) Just Creative website. Retrieved from http://justcreative.com/

Figure 15. Cass, J. (2012) Just Creative promotional poster. Retrieved from https://dribbble.com/shots/389360-JUST-
CREATE-CARRY-ON-Poster

Figure 16. Cass, J. (2012) Jacob Cass LinkedIn page. Retrieved from https://www.linkedin.com/in/justcreativedesign/

Figure 17. Cass, J. (2012) Just Creative Facebook page. Retrieved from https://www.facebook.com/justcreativedesign/

Figure 18. Cass, J. (2012) Just Creative Twitter page. Retrieved from https://twitter.com/justcreative

Figure 19. McDonald, M. (2012) Morgi Mac logo - black on white. Retrieved from http://www.morgimac.com/

Figure 20. McDonald, M. (2012) Morgi Mac logo - white on black. Retrieved from http://www.morgimac.com/

Figure 21. McDonald, M. (2012) Morgi Mac Instagram page. Retrieved from https://www.instagram.com/morgimac-
design/?hl=en

Figure 22. McDonald, M. (2017) Morgi Mac website buttons. Retrieved from http://www.morgimac.com/

Figure 23. McDonald, M. (2012) Morgi Mac Facebook page. Retrieved from https://www.facebook.com/MorgiMac/

Figure 24. McDonald, M. (2012) Morgan McDonald LinkedIn page. Retrieved from https://www.linkedin.com/in/mor-
gan-macdonald-2b7b2653/

Figure 25. McDonald, M. (2012) Morgi Mac Pinterest page. Retrieved from https://www.pinterest.com.au/morgimac/

Figure 26. McDonald, M. (2012) Morgi Mac Twitter page. Retrieved from https://twitter.com/morgimacdesign

Figure 27. McDonald, M. (2017) Morgi Mac website. Retrieved from http://www.morgimac.com/

Figure 28. Pigeons and Planes. (2017) Tyler, The Creator’s New Album Cover, Explained by the Artist. Retrieved from
http://pigeonsandplanes.com/in-depth/2017/07/tyler-the-creator-album-cover-eric-white-explained

18
Figure 29. Shuttershock. (n.d) Red and Orange abstract painting. Retrieved from https://www.shutterstock.com/video/
clip-7396570-stock-footage-red-and-orange-blended-abstract-painting-red-and-orange-paint-blended-together-to-
make-a-ethereal.html

Figure 30. Textless Covers. (2016) Tom Muller. Retrieved from https://textlesscovers.com/tom-muller/

Figure 31. Pantone Colours. (n.d) Pantone Colour Chart - Pantone 172. Retrieved from http://www.pantone-colours.com/

Figure 32. Pantone Colours. (n.d) Pantone Colour Chart - Pantone 1655. Retrieved from http://www.pantone-colours.
com/

Figure 33. Pinterest. (n.d) Orange Geometric Polygonal Triangle Texture. Retrieved from https://www.pinterest.com/
pin/694680311243559159/

Figure 34. Muller, T. (2017) Hello Muller blog post. Retrieved from http://hellomuller.tumblr.com/page/7

Figure 35. Shuttershock. (n.d) Broadcast Horizontal Hi-Tech Lines Dome 15. Retrieved from https://www.shutterstock.
com/video/clip-22312060-stock-footage-this-background-is-called-broadcast-horizontal-hi-tech-lines-dome-which-is-k-
ultra-hd.html

Figure 36. Pantone Colours. (n.d) Pantone Colour Chart - Pantone 165. Retrieved from http://www.pantone-colours.com/

Figure 37. Pantone Colours. (n.d) Pantone Colour Chart - Pantone 151. Retrieved from http://www.pantone-colours.com/

Figure 38. DeviantArt. (2017) Helvetica Poster by 2canart Retrieved from https://2canart.deviantart.com/art/Helveti-
ca-Poster-112612125

Figure 39. Pantone Colours. (n.d) Pantone Colour Chart - Pantone 806. Retrieved from http://www.pantone-colours.
com/

Figure 40. Pantone Colours. (n.d) Pantone Colour Chart - Pantone 2375. Retrieved from http://www.pantone-colours.
com/

Figure 41. Fable. (2012) Hello 2016. Retrieved from http://www.fable.sg/hello-2016/

19
Figure 42. Pinterest. (n.d) Pink and Orange dots background. Retrieved from https://www.pinterest.com/
pin/507077239264654382/

Figure 43. Medium. (2017) Kinetic and Interactive Typography Final Project: Iteration II. Retrieved from https://medium.
com/ixd-prototyping-process/kinetic-and-interactive-typography-final-project-iteration-ii-dbb3e884cb6c

Figure 44. A OK. (n.d) Everyone’s A Little Gay. Retrieved from http://www.a-ok.nyc/logotv2/

Figure 45. Fable. (2012) Hello 2016. Retrieved from http://www.fable.sg/hello-2016/

Figure 46. Behance. (2013) Telma Maldonado. Retrieved from https://www.behance.net/gallery/7040153/Telma-Maldo-

nado

Figure 47. Pantone Colours. (n.d) Pantone Colour Chart - Pantone 1915. Retrieved from http://www.pantone-colours.
com/

Figure 48. Pantone Colours. (n.d) Pantone Colour Chart - Pantone 812. Retrieved from http://www.pantone-colours.
com/

Figure 49. Pantone Colours. (n.d) Pantone Colour Chart - Pantone 370. Retrieved from http://www.pantone-colours.
com/

Figure 50. Pantone Colours. (n.d) Pantone Colour Chart - Pantone 356. Retrieved from http://www.pantone-colours.
com/

Figure 51. Wallpaper Gallery. (n.d) Nature Green Water Drop Hd Wallpaper. Retrieved from http://wallpapergalleryin.
blogspot.com/2015/10/nature-green-water-drop-hd-wallpaper.html

Figure 52. Pinterest. (n.d) Green forest waterfall. Retrieved from https://www.pinterest.com/pin/69876231691076511/

Figure 53. 123RF. (n.d) Tropical Forest Stock Photos and Images. Retrieved from https://www.123rf.com/stock-photo/
tropical_forest.html?sti=lm764q6826721ideta|

Figure 54. Pexels. (n.d) Green moss. Retrieved from https://www.pexels.com/photo/moss-87153/com/

20
Figure 55. Pantone Colours. (n.d) Pantone Colour Chart - Pantone 368. Retrieved from http://www.pantone-colours.

Figure 56. Pantone Colours. (n.d) Pantone Colour Chart - Pantone 356. Retrieved from http://www.pantone-colours.
com/

Figure 57. Bgfons. (n.d) Green leaf texture. Retrieved from http://bgfons.com/download/1238

Figure 58. Wallpaperup (n.d) Nature water drops green grass. Retrieved from https://www.wallpaperup.com/26696/na-
ture_water_drops_green_grass_color_rain_spring_seasons.html

Figure 59. Nature’s Desktop. (2015). Woodland Reflection in Water. Retrieved from http://www.natures-desktop.com/im-
agelarge/1680x1050/54/woodland-water-ripples.php

Figure 60. DeviantArt. (2008) Red Graffiti by HighScore. Retrieved from https://highscore.deviantart.com/art/Red-Graf-
fiti-33742847

Figure 61. Pinterest. (n.d). V for Vendetta. Retrieved from https://www.pinterest.com/pin/349169777331615334/

Figure 62. Getwallpapers. (n.d) Red Eagle. Retrieved from http://getwallpapers.com/wallpaper/full/e/7/b/1071198-cool-

paint-splat-wallpaper-1920x1200.jpg

Figure 63. 9gag. (n.d) People should not be afraid of their governments. Retrieved from https://9gag.com/gag/1872478/
people-should-not-be-afraid-of-their-governments

Figure 64. Pantone Colours. (n.d) Pantone Colour Chart - Pantone 485. Retrieved from http://www.pantone-colours.
com/

Figure 65. Pantone Colours. (n.d) Pantone Colour Chart - Pantone 1788. Retrieved from http://www.pantone-colours.
com/

Figure 66. New Grafiti Makmu. (2011) Blood Emo Graffiti - Gothic Punk. Retrieved from http://newgrafitimakmu.blogspot.
com.au/2011/04/blood-emo-graffiti-gothic-punk.html

Figure 67. Pantone Colours. (n.d) Pantone Colour Chart - Pantone 1935. Retrieved from http://www.pantone-colours.
com/

21
Figure 68. Pantone Colours. (n.d) Pantone Colour Chart - Pantone 185. Retrieved from http://www.pantone-colours.
com/

Figure 69. Pinterest. (n.d) Black, white and red. Retrieved from https://www.pinterest.co.uk/pin/26106872820682580/

Figure 70. Pantone Colours. (n.d) Pantone Colour Chart - Pantone 655. Retrieved from http://www.pantone-colours.
com/

Figure 71. Pantone Colours. (n.d) Pantone Colour Chart - Pantone 662. Retrieved from http://www.pantone-colours.
com/

Figure 72. DeviantArt. (2016) Earth above by Daniel Mathews. Retrieved from https://danielmathews.devian-
tart.com/art/Earth-above-334553158

Figure 73. The Sound Architect. (2017) Gravity – Orchestration Breakdown. Retrieved from http://www.the-
soundarchitect.co.uk/gravity-orchestration-breakdown/

Figure 74. DQuinn.net. (2014) Interstellar vs. Contact: questions of love in five dimensions. Retrieved from
https://dquinn.net/mcconaugheys-interstellar-vs-jodie-fosters-contact/

Figure 75. Pinterest. (n.d) Life. Retrieved from https://www.pinterest.co.uk/pin/471329917236538974/

Figure 76. Wikimedia. (2015) Oblivion. Retrieved from https://commons.wikimedia.org/wiki/File:Oblivi-

on-2013-Movie-Title.jpg

Figure 77. Hd wallpapers. (n.d) Deep Space 4K. Retrieved from https://www.hdwallpapers.in/deep_
space_4k-wallpapers.html

Figure 78. Pantone Colours. (n.d) Pantone Colour Chart - Pantone 280. Retrieved from http://www.pantone-colours.
com/

Figure 79. Pantone Colours. (n.d) Pantone Colour Chart - Pantone Black C. Retrieved from http://www.pantone-co-
lours.com/

22
Figure 80. Lionsgate. (n.d) Mad Men. Retrieved from http://www.lionsgatepublicity.com/television/madmen/

Figure 81. Max Pixel. (n.d) Khumbu Everest Mountain Lhotse Nepal Himalaya. Retrieved from http://maxpixel.
freegreatpicture.com/Khumbu-Everest-Mountain-Lhotse-Nepal-Himalaya-2328388

Figure 82. DeviantArt. (2010). Dark obelisk by anahuac. Retrieved from https://anahuac.deviantart.com/art/
Dark-obelisk-164992733

Figure 83. Pantone Colours. (n.d) Pantone Colour Chart - Pantone 485. Retrieved from http://www.pantone-colours.
com/

Figure 84. Pantone Colours. (n.d) Pantone Colour Chart - Pantone Black C. Retrieved from http://www.pantone-co-
lours.com/

Figure 85. WPShout. (2014). WooCommerce Product Attributes and the WordPress Taxonomy Inception .
Retrieved from https://wpshout.com/woocommerce-product-attributes-wordpress-taxonomy-inception/

Figure 86. Pantone Colours. (n.d) Pantone Colour Chart - Pantone 424. Retrieved from http://www.pantone-colours.
com/

Figure 87. Pantone Colours. (n.d) Pantone Colour Chart - Pantone 445. Retrieved from http://www.pantone-colours.
com/

Figure 88. Fanart.tv. (2011) The Adjustment Bureau logo. Retrieved from https://fanart.tv/movie/38050/
the-adjustment-bureau/

Figure 89. Destroy the Brain. (2014) First Look at Paul Rudd in ANT-MAN. http://www.destroythebrain.com/
movies/movie-news/first-look-paul-rudd-ant-man

McDonald, M. (2012) Morgan McDonald LinkedIn page. Retrieved from https://www.linkedin.com/in/morgan-macdon-

ald-2b7b2653/

McDonald, M. (2017) Morgi Mac website. Retrieved from http://www.morgimac.com/

23
Mood Board 1 music. Daft Punk. (2005) Song: Robot Rock. Album: Human After All. Edited using Audacity.

Mood Board 2 music. Swift, Taylor. (2014). Song: Shake it Off. Album: 1898. Edited using Audacity.

Mood Board 3 music. Artist Unknown. Edited using Audacity.

Mood Board 4 music. Marianelli, Dario. (2006) Song: Knives and Bullets (And Cannons Too) Album: V for Vendetta
soundtrack. Edited using Audacity.

Mood Board 5 music. Zimmer, Hans. (2014) Song: S.T.A.Y Album: Interstellar soundtrack. Edited using Audacity.

Mood Board 6 music. Zimmer, Hans. (2010) Song: Time Album: Inception soundtrack. Edited using Audacity.

Muller, T. (2010) Tom Muller LinkedIn page. Retrieved from https://www.linkedin.com/in/hellomuller/

Muller, T. (2011) Hello Muller website Retrieved from http://hellomuller.com/

Muller, T. (2013) Hello Muller Tumblr site. Retrieved from http://hellomuller.tumblr.com/

Wheeler, A. (2013). Designing Brand Identity: An essential guide for the whole branding team (4th Ed). Wiley, New
Jersey. pp101-209

24
“Design is the silent ambassador
for your brand.” -Paul Rand

Sarah
Micallef