Brand Corporate Identity - Task 1 & 2
Insha Thahirah Rajab - 0360671
Brand Corporate Identity - Section 02
Bachelor's Degree in Creative Media (Honors) - Taylors University
Task 1 & 2
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CONTENTS
TASK 1
TASK 2
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INSTRUCTIONS
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TASK 1
Logo Design Development
Dear students,
For this assignment milestone, you are required to submit and present your Logo Design Development Presentation for your own brand. This presentation should clearly show how your logo direction is developed from research, brand strategy, concept exploration, sketching, and digitisation.
This is not only a “final logo submission.” You must show your thinking process, how your brand research supports your own brand direction, and how your logo visually communicates your brand identity.
What Your Presentation Should Include
1. Brand Case Study Analysis Comparison
Begin your presentation by briefly showing your brand case study analysis. You should compare the brands you studied and explain what you learned from them.
You may discuss:
Brand positioning
Target audience
Brand personality
Logo type
Colour and typography style
Visual style
Tone of voice
Strengths and weaknesses
Key learning that can help your own brand
Your case study should help you understand how real brands build recognition, meaning, personality, and consistency through logo, visual identity, tone of voice, and brand applications.
2. Your Own Brand Proposal and Strategy
After the case study analysis, explain your own brand direction clearly.
Please include:
Brand name
Brand industry / category
Product or service
Target audience
Brand USP / unique difference
Brand concept
Brand purpose
Brand mission
Brand vision
Brand goal
Brand values
Brand personality
Tone of voice
Your proposal should guide your logo sketches and brand direction, not just describe the brand generally. It should help us understand why your logo looks the way it looks.
3. Logo Design Concept Development
Next, show your logo design thinking process.
You should include:
Logo concept explanation
Visual keywords or symbolism behind the logo
Sketches and exploration
Selected/finalised sketch
Reason why this direction was chosen
How the logo aligns with your brand USP, personality, values, and tone
Please do not only show the final logo. You must show how the design developed from idea → sketch → selection → refinement.
4. Logo Equation
Show your logo equation to explain how your visual elements combine into the final logo.
Example structure:
Element 1 + Element 2 + Brand Meaning = Final Logo
You should explain what each element represents and how the combination supports the brand concept. The logo presentation core kit also includes a “Logo Equation” section where students can show visual elements and the final logo result.
5. Digitisation Outcome
After showing your sketches and selected logo, present the digitised logo outcome.
You must show:
Primary logo
Logomark
Wordmark
Full logo / primary lockup
Logo grid
Secondary logo
Favicon
Black and white reversed logo
For this milestone, colour is not required. Typography may be mentioned if you have already explored it, but the main focus is your logo design development and logo file preparation.
Final Deliverables to Submit
Please submit the following items:
1. Brand Case Study Analysis Report
Submit in PDF format.
2. Brand Proposal
Submit in PDF format.
3. Logo File Structure Folder
Upload your logo files using the required folder structure:
Primary Logo
Secondary Logo
Logomark
Favicon
Black and White Reversed Logo
Each folder should include the logo in these formats:
AI
EPS
SVG
JPEG
PNG
Your logo package should include both vector and image file types. AI is the original source file, SVG is suitable for digital/web use, PDF is a universal editable format, EPS is commonly used for print production, while JPEG and PNG are raster image formats for digital use.
Please organise your folders clearly and name your files properly. The logo file guide shows that a clean logo file structure should separate logo variations, colour spaces, colour variations, and file formats clearly.
4. Presentation Slides
Submit your final presentation slides in PDF or PowerPoint format.
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RESEARCH
- Brand
- Branding
- Brand Identity
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INDUSTRY CHOSEN - 5 BRANDS
- Serious Online Dating (Long-Term Relationships)
- Casual Dating (Hook-ups, Going out)
- Niche Matchmaking
- Tinder
- Bumble
- Hinge
- Grindr
- Coffee meets Bagel
- Tinder
Figure 1.5 Tinder Brand Identity, Week 1(27/04/2026)
- Bumble
Figure 1.6 Bumble Brand Identity, Week 1(27/04/2026)
- Hinge
- Grindr
Figure 1.8 Grindr Brand Identity, Week 1(27/04/2026)
- Match.com
Figure 1.9 Match.com Brand Identity, Week 1(27/04/2026)
LOGO SKETCHES
DIGITZATION
TYPOGRAPHY AND COLOUR
I then started making my slides. For the colours I experimented with some colour palettes I found online along my own preferences. These were some of my references:
FINAL SLIDES
My Final Logo files were submitted to Teams as instructed. I was done with Task 1.
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TASK 2
Task 2: Brand Guideline with Elements, Icon and Mockup
- Brand name
- Brand industry / category
- Product or service
- Target audience
- Brand USP / unique difference
- Brand concept
- Brand personality
- Tone of voice
- Final logo direction
- Colour palette
- Typography direction
- Primary logo
- Secondary logo
- Logomark / favicon
- Logo clear space
- Logo minimum size
- Correct and incorrect logo usage
- Brand colour palette with colour codes
- Primary and secondary typography
- Typography hierarchy
- Layout style
- Visual style direction
- Image / photography / illustration style, if applicable
- Graphic elements
- Patterns
- Shapes
- Lines
- Textures
- Illustration elements
- Symbolic motifs
- Decorative assets
- Background systems
- Frames or layout devices
- Icon system
- Product / service related icons
- Brand value or feature icons
- Stickers or supporting visual devices
- Visual keywords behind the assets
- Moodboard or stylistic direction
- Sketches and exploration
- Digital development process
- Final selected brand assets
- Explanation of how the assets support your brand identity
- Style
- Stroke weight or fill style
- Corner treatment
- Proportion
- Spacing
- Visual meaning
- Packaging design
- Product label
- Business card
- Stationery
- Social media post
- Poster
- Website or app interface
- Menu
- Uniform
- Tote bag
- Merchandise
- Signage
- Storefront
- Delivery packaging
- Event or campaign material
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BRAND ASSETS
WEBSITE AND APP MOCKUP
COASTER AND BUSINESS CARD MOCKUPS
SOCIAL MEDIA AND ADVERTISING MOCKUPS
Next were the posters. I decided to use one billboard and one banner mockup. They wee intentional. One as a generic AD for of marketing, vague and private, and another as almost as a political statement, possibly once the app is more popular, the stigma is reduced, and users feel secure to come out. The choice of visuals were intentional as well when spreading both messages:
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REFERENCES
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FEEDBACK
Week 1
Specific Feedback: Ok, so for a fashion brand, you
definitely have a lot of competitors, so you need to find a way
to make yours stand out. Making it niche, such as sunglasses, as
you suggested, is smart, but also think about how to not feel
limited. This may be tricky, as the collections you are
showcasing isn't yours, and using pictures online may work, but
feel weak. I feel there is only so much of an identity you can
build. For the services, I feel as though a dating service is
definitely very fun and interesting. There isn't much
competitors, and the apps presently are a bit ugly, so there's a
lot you can work on and reimagine. If you're into a more
physical design, try to make that your concept, so you can ditch
the idea of an app. I do like this choice and I feel it is very
strong, do more research on both when you're deciding.
General Feedback: Remember that each task is
continuous. The industry you pick will carry forward until your
last assignment, so make sure your research counts. There will
be 2 presentations. One on week 6, and one at week 14, these
will also be the 2 times I check on all your e-portfolios. Make
sure they are complete within the timeframe. Choose the
direction, by next week, choose 5 brands from the same industry.
Specific Feedback: Ok, so for a fashion brand, you definitely have a lot of competitors, so you need to find a way to make yours stand out. Making it niche, such as sunglasses, as you suggested, is smart, but also think about how to not feel limited. This may be tricky, as the collections you are showcasing isn't yours, and using pictures online may work, but feel weak. I feel there is only so much of an identity you can build. For the services, I feel as though a dating service is definitely very fun and interesting. There isn't much competitors, and the apps presently are a bit ugly, so there's a lot you can work on and reimagine. If you're into a more physical design, try to make that your concept, so you can ditch the idea of an app. I do like this choice and I feel it is very strong, do more research on both when you're deciding.
General Feedback: Remember that each task is continuous. The industry you pick will carry forward until your last assignment, so make sure your research counts. There will be 2 presentations. One on week 6, and one at week 14, these will also be the 2 times I check on all your e-portfolios. Make sure they are complete within the timeframe. Choose the direction, by next week, choose 5 brands from the same industry.
Week 2
Specific Feedback: Your choice of Industry is good, the brief is quite
open minded. Approved for development. The 3 brands used can
be within the online dating industry, make sure their brand
identities are strong.
General Feedback: Fill in the case study analysis
document as soon as you can and show me for approval. Make sure
to confirm your Industry by the end of this class to finalize,
or else I will have to choose one for you. When choosing case
studies, try to see how you can position your own brand, what it
stands for, and what its purpose is in the market.
Specific Feedback: Your choice of Industry is good, the brief is quite open minded. Approved for development. The 3 brands used can be within the online dating industry, make sure their brand identities are strong.
General Feedback: Fill in the case study analysis document as soon as you can and show me for approval. Make sure to confirm your Industry by the end of this class to finalize, or else I will have to choose one for you. When choosing case studies, try to see how you can position your own brand, what it stands for, and what its purpose is in the market.
Week 3
Specific Feedback:
For your five brands, make sure you can explain its
differentiation and positioning from one another, so you can
try to understand your own. For your brands, ask yourself:
"What makes it different from the other brands chosen, how is
its purpose and identity stronger than the rest. What does it
offer?". For your positioning, I need you to give me more than
just another lesbian dating app, what key features makes yours
different from the rest. Try not to copy the quick swiping and
messaging feature, what makes yours stands out?
Okay, after some revision I like your direction, and your
location event based concept, keeping profiles fun and
playful, but focusing on the focus and location aspect in
dating. It helps people socialize first and then plan the
date, before attending, which is very relevant to today/s day
and age. Develop this further, and make sure your name and
logo reflects that. I like the name "Eve &", keeping
sexuality and matching open minded enough but specifying it
for women, but the use of "&" as a wordmark, or even a
pictorial image makes the message lost and confusing. Your
logo needs to reflect your brand name, and one with an app,
will prefer a pictorial app icon. Look through more names
first.
General Feedback: Try to simultaneously create your
brand direction and positioning, make sure it includes unique
features and stands out in the market whilst filing in your case
study analysis. Then try to develop your brand name and logo,
keep the colour palette for next class. Make 30 sketches and
explain your choices, try to do this by next week.
Specific Feedback: For your five brands, make sure you can explain its differentiation and positioning from one another, so you can try to understand your own. For your brands, ask yourself: "What makes it different from the other brands chosen, how is its purpose and identity stronger than the rest. What does it offer?". For your positioning, I need you to give me more than just another lesbian dating app, what key features makes yours different from the rest. Try not to copy the quick swiping and messaging feature, what makes yours stands out?
Okay, after some revision I like your direction, and your location event based concept, keeping profiles fun and playful, but focusing on the focus and location aspect in dating. It helps people socialize first and then plan the date, before attending, which is very relevant to today/s day and age. Develop this further, and make sure your name and logo reflects that. I like the name "Eve &", keeping sexuality and matching open minded enough but specifying it for women, but the use of "&" as a wordmark, or even a pictorial image makes the message lost and confusing. Your logo needs to reflect your brand name, and one with an app, will prefer a pictorial app icon. Look through more names first.
General Feedback: Try to simultaneously create your brand direction and positioning, make sure it includes unique features and stands out in the market whilst filing in your case study analysis. Then try to develop your brand name and logo, keep the colour palette for next class. Make 30 sketches and explain your choices, try to do this by next week.
Week 4
Specific Feedback:
Your logo designs don't necessarily stand out to me yet. Play
around with shapes and relate it to what your brand stands for.
Now that we've summarized the brand name to "Eve", as you've
conducted your research, taken my feedback and can proceed, make
sure the logo represents this name. There are a few concepts
here I can understand but need to be stronger and relate more
strongly to the nature of the brand name. You don't HAVE to use
an icon, even a wordmark works if its strong enough, just think
of it in the context of an app icon, letterheads etc. I can see
how you've used certain images to represent your brand, such as,
the icon of a carrier dove/ pigeons to send love letters,
however it does not feel powerful enough to link to your brand,
and feels more like a mail or delivery app. Explore some visual
ideas further, don't be scared to use more shapes and be
abstract, or even play with wordmarks.
From what I'm seeing, I like the letter V as a strong visual
and wordmark icon. You can connect the two Es, or just keep the
V in EVE as a visual icon, perhaps a snake wrapped around it
like your snake icon concept (snake representing desire, as well
as the story of Eve falling into temptation). The letter V also
showcases femininity, womanhood, and can link nicely with
repeated e's to bring out the brand name, on letterheads or
icons etc.
General Feedback: When digitizing your logos, make
sure to play around with grids and guides as we learnt, to keep it
clean and professional. Try to remember many shortcuts to help
with your design process, and use shapes to make sure the work is
proportionate. Shape-builder is a powerful took you can use to do
so. For the actual logo design itself, make sure you can imagine
your logo in a variety of collaterals. Make sure its sizing can be
reworked in any given scenario. For black, and white versions,
don't just reverse the colours, but rather invert the background
to showcase the change and not lose any detail.
Specific Feedback:
Your logo designs don't necessarily stand out to me yet. Play
around with shapes and relate it to what your brand stands for.
Now that we've summarized the brand name to "Eve", as you've
conducted your research, taken my feedback and can proceed, make
sure the logo represents this name. There are a few concepts
here I can understand but need to be stronger and relate more
strongly to the nature of the brand name. You don't HAVE to use
an icon, even a wordmark works if its strong enough, just think
of it in the context of an app icon, letterheads etc. I can see
how you've used certain images to represent your brand, such as,
the icon of a carrier dove/ pigeons to send love letters,
however it does not feel powerful enough to link to your brand,
and feels more like a mail or delivery app. Explore some visual
ideas further, don't be scared to use more shapes and be
abstract, or even play with wordmarks.
From what I'm seeing, I like the letter V as a strong visual and wordmark icon. You can connect the two Es, or just keep the V in EVE as a visual icon, perhaps a snake wrapped around it like your snake icon concept (snake representing desire, as well as the story of Eve falling into temptation). The letter V also showcases femininity, womanhood, and can link nicely with repeated e's to bring out the brand name, on letterheads or icons etc.
General Feedback: When digitizing your logos, make sure to play around with grids and guides as we learnt, to keep it clean and professional. Try to remember many shortcuts to help with your design process, and use shapes to make sure the work is proportionate. Shape-builder is a powerful took you can use to do so. For the actual logo design itself, make sure you can imagine your logo in a variety of collaterals. Make sure its sizing can be reworked in any given scenario. For black, and white versions, don't just reverse the colours, but rather invert the background to showcase the change and not lose any detail.
Week 5
Specific Feedback: Based on what you showed me, I'm really liking this eve
wordmark with the snake, as well as this strong letter V
pictorial logomark, with the e's at the end, specifically the
one where the design is split.
To decide which one fits your brand, make sure to understand
what message you are trying to convey. The first one feels fun
and flirty, and does not require a further wordmark later on,
however, an app icon needs to be considered. I still feel as
though this wordmark works, however, make sure the snake is
obvious to see for everyone. Ask around, and get feedback. For
the second wordmark, the design feels clean-cut, and
professional, ideally suited for more serious daters. If you
want to reposition this, you can.
After your reworking, I can see a new pictorial that has caught
my eye. It is the eVe icon but now rounder and shaped like a
heart. I like both wordmark and pictorial, it is up to you to
decide which one to use. Also consider how the first one would
not need a font pairing, however the second would, and it might
change things.
General Feedback: Guys make sure to fully confirm a logo
with me in class, do not leave without doing so. Communicate what
your brand is about through this, but also you can play around
with more abstract logos, such as the adidas flower etc. Make sure
you pitch the concept to me. You need to start digitizing once I
have confirmed one with you.
To decide which one fits your brand, make sure to understand what message you are trying to convey. The first one feels fun and flirty, and does not require a further wordmark later on, however, an app icon needs to be considered. I still feel as though this wordmark works, however, make sure the snake is obvious to see for everyone. Ask around, and get feedback. For the second wordmark, the design feels clean-cut, and professional, ideally suited for more serious daters. If you want to reposition this, you can.
After your reworking, I can see a new pictorial that has caught my eye. It is the eVe icon but now rounder and shaped like a heart. I like both wordmark and pictorial, it is up to you to decide which one to use. Also consider how the first one would not need a font pairing, however the second would, and it might change things.
General Feedback: Guys make sure to fully confirm a logo with me in class, do not leave without doing so. Communicate what your brand is about through this, but also you can play around with more abstract logos, such as the adidas flower etc. Make sure you pitch the concept to me. You need to start digitizing once I have confirmed one with you.
Week 6
Specific Feedback: Finalize your wordmark! Had a hard time choosing, was discussing with my panels together. We liked both and it's really a good logo design for both. At first, we were leaning towards the pictorial because it's represent dating app more due to the love shape and also easy to remember as a logo since it's an icon vibe. But the wordmark logo also did justice because you wanted the flirty and seductive vibe which is presenting quite well with the element of snake in the wordmark eve, and it is quite privacy protective since it's not that straight forward like a dating app for those interested to use it, they won't be afraid to have it on their phone and worry it's too obvious
General Feedback: Guys use the grid system we learnt in class when constructing your logo. I have submitted templates for you to follow, as well as a PDF guide.
Week 7
Specific Feedback: It looks nicely done with the circular grids you have chosen. For the wordmark, the left sides seems bigger than the right side. You may use both the wordmark and logomark together as they do compliment your idea.
General Feedback: Supposedly this Friday will be your logo design presentation. However, many of you are still in the process of completing and refining your work, and I understand that some of you may need a bit more time to prepare properly. I have also discussed with the panel, and we will push the presentation to Week 9 Friday June 19th, which is next next week.
Since the presentation is being pushed back, we will also be adding more content into your logo presentation. This week’s class will therefore change back to a lecture, tutorial, and consultation session, where we will go through Brand Colour and Typography. These are important parts of your brand identity, so you will need to include them later in your final presentation and also update them in your ePortfolio.
For this Friday, please bring your current logo progress, brand concept, and any development you have so far. I will use the session to consult and guide you further so your work can be more complete and stronger before the final presentation.
Please don’t see this as extra time to delay the work, but as extra time to improve the quality of your logo and brand identity. Make good use of it ya.
Week 8
Specific Feedback: Leaning towards these two sans serif fonts for your brand. Color wise you may need to test so I can tell. For your brand case study, You can send it to me to take a look at it. But it's okay, just make sure you use AI but also read what the AI write cause you know they're smart but not that smart too sometimes may twist your concept. For the presentation, you play around with the sequence of the presentation, but yes the content and presentation should be like brand guideline, brand assets no need ya.
PROF PHIL CLEAVER: Your brand is strong, always think about what you would want in an app. I like your logomark design, it feels secretive and you can brand this as an exclusive club for women-only. In a country such as Malaysia, it's important to take these things into consideration. Women are strong, and not just feminine, there is more to them. That is why script fonts or a script logomark is a weak design choice. I like the idea you have here, just follow what your heart feels is right for your brand.
Week 9
Specific Feedback: Overall this is a very strong and well-developed submission. The case study analysis is clear, well explained, and shows good understanding of how dating app brands use positioning, interaction systems, visual identity, tone of voice, safety, and user experience to build recognition. The information display is also clear, and the comparison between Tinder, Bumble, Hinge, Grindr, and Match.com helps support your own brand direction well. Eve has a very strong USP, especially because it moves away from swipe-based dating and focuses on real-world, activity-based matching, privacy, shared experiences, and safer low-pressure connections. This makes the brand feel more unique and meaningful compared to many existing dating apps. The brand values fit well with the concept, and the emphasis on authenticity, freedom, expression, safety, and community gives the brand a clear emotional and functional purpose.
The brand identity is also well presented in the slides, with strong use of colour, typography, photography, and visual tone to help the audience understand the app’s personality and service direction. The logo development and concept are also very strong. The heart form clearly connects to love, connection, attraction, and dating, while the hidden snake adds a more interesting layer of curiosity, mystery, self-discovery, and the Eve reference. This gives the logo more depth without making it too complicated. The isometric grid exploration is well designed, and the logotype is clean, minimal, and suitable for an app-based brand. The primary logo, secondary logo, logomark, and favicon are all clean, neat, recognisable, and appropriate for digital application. The colour palette is sharp, vibrant, and memorable, and it works very well when applied to the logo, although it can be used more smoothly and consistently throughout the entire slide deck so the overall brand system feels even more unified. Typography is also very well used and supports the modern, confident, playful, and intentional tone of the brand.
As a small improvement, some sections such as brand values and brand personality could include short descriptions or supporting text, because some audience members may want to read and understand the slides again without relying only on your verbal explanation.
Overall, this is one of the stronger projects, with a clear concept, strong visual identity, meaningful logo, and a unique application idea. Moving forward, continue refining the consistency of the colour application and start testing how the identity works across app screens, event listings, profile cards, and other user touchpoints.
Week 10
Specific Feedback: I like your chosen words, I feel like they really capture the story of eve. For your images, the ones I've chosen reflect the identity well, and yes you can use 5 images and 5 graphics as your brand's assets. I expect 5 mockups from you, definitely a mobile and desktop app, maybe social media profile, and 2 posters, the rest you can decide. You can make as many assets and mockups as you want.
General Feedback: Using the method we learnt in class, you guys should be able to create mockups and collaterals. Further, make sure the word associations you give me is something visual, rather than just traits or phrases.
Week 11
General Feedback: Absent
Week 12
Specific Feedback: Your brand assets need to feel more cleaner and stand out alongside your bold images. The images you've used are good and works well, but you'll need supporting graphical elements that don't get lost in the pictures. Try to think of elements that can play around directly with the images you have chosen. For example, actual subjects in the image can be turned into vectorized images. For certain images, you can also take inspiration from this classmate, who made a lot of borders and shapes and lines, instead of full-illustrations which might work for your concept. For your collaterals, your main focus is the app and website interface firstly. Afterwards you can look into poster design, pins/ merchandising, and even something like coasters as you suggested might be very interesting. Keep your designs secretive yet intriguing to remain secure.
Week 13
Specific Feedback: Your assets look a lot better. I like the look of your icons and thick borders. You can now move on to making your mockups, and show me your progress. For your presentation slides, it's essentially a more compressed version of your brand guidelines. You can also use the design of your previous slides to be included. Your app is starting to look good, so is your website. I like the dark burgundy ones more. You’re getting closer, now it is more about refinement, hierarchy, and consistency. Thahira, since you're not available physical, the panel and me would like to request you to prepare a video presentation as part of a replacement and submit by latest tomorrow Saturday 6pm. So we can go through it during our grading session tomorrow, is that okay?
General Feedback: Please take note that tomorrow’s Brand Corporate Identity class, Friday, 17 July 2026, will be our Week 13 session and the final consultation week before your final submission and presentation. The consultation will be conducted in hybrid mode from 8:00am to 11:00am. You may either attend physically in class or send your latest progress to me through Microsoft Team chat during the consultation period.
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REFLECTION
Experience: Brand Corporate Identity was incredibly fun, one of my most favourite modules yet. I learnt all there is to know about creating a brand, logo, brand identity, and even brand guidelines. It was very informative and thorough, and felt more like a passion project rather than work. I enjoyed research, something I didn't expect to, and I loved watching my visual identity and overall brand concept develop and strengthen over time. Mr Max was helpful in providing detailed critical feedback essential to improve my work. I preferred physical classes as the critique would be more straightforward and fast, I was able to adapt to changes immediately. My favourite tasks would have to be creating the logo and brand identity. I enjoy visual aspects of a brand and how to communicate ideas to a consumer, it was fun working with typography, colour, shapes and especially images to bring eve to life. Eve was a brand i took pride in, and hope could potentially shape our future society.
Observations: I observed many existing brand identities through my research, including my classmates, and understand how to create my assets and mockups. For logo design, observing the use of grids, shapes, and how a combination of elements can communicate a brand's message. Understanding how a brand not only has its own identity, but also needs to connect with its audience. The distinct difference between brand, branding, and brand identity helps me to execute this. I observed the current online dating industry, its competitors, and what makes each different from the other. There are trends, and specific target markets that needed to be met, and I felt as though eve reached those demographics.
Findings: I found a huge gap in the market for women-only dating apps that were popular. The only existing app was "Her", however their branding was so weak I wasn't able to find any information on it online to include in my case studies. Heteronormative brands like Tinder and Bumble were known world-wide and their branding was much stronger, however the more newer app Grindr broke through the market. In a country like Malaysia, however, creating this kind of app had to be done very secretively and keep the message subtle and private, to respect the safety of the users on the app, something the online dating industry fails to achieve.


























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