# Module Assignment M08 — Mini Brand Identity
## ARTTECHES Graphic Designing Mastery | Instructor: Ali Akbar Shah

**Weight:** Counts toward Module Assignments (25% of final grade)
**Module:** M08 — Brand Identity Design (Days 24–26)
**Time:** About 5 hours

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## 1. Objective

Run a complete mini branding process: read a client brief, research with a moodboard, build a logo + color + type system, document it in guidelines, and present it on mockups — exactly like a real client project.

## 2. Design Brief (fictional client)

**Client:** "Crumb & Craft" — a fictional artisan bakery selling sourdough and pastries.
**Client's words:** "We want to feel warm, handmade, and premium — like the bread costs more because it is worth more. Nothing cold or corporate."
**Budget note:** One designer (you), one week.
**Your job:** Deliver the brand identity: logo, colors, fonts, a 1-page guidelines sheet, and mockup presentation.

## 3. Specifications

- **Logo:** Original vector combination or wordmark; CMYK build; color, black, and reversed versions.
- **Colors:** 4–5 brand colors with HEX + CMYK values and one-line usage rules each.
- **Typography:** Heading + body fonts (free for commercial use), with hierarchy samples.
- **Guidelines:** Exactly 1 page (A4), covering logo usage, clear space, colors, fonts, and 3 "don'ts" (misuse examples).
- **Mockups:** The brand shown on 3 mockups (e.g., paper bag, shop sign, business card).

## 4. Step-by-Step Requirements

1. **Write the brief back in your own words.** Half a page: who the client is, what feeling they want, who their customers are, and what success looks like. This goes on page 1 of your research pack.
2. **Build a moodboard.** One A4 page: 8–12 reference images (colors, textures, bakery packaging, type styles) with 3–4 lines explaining the direction you chose. References are inspiration only — nothing is copied into the final logo.
3. **Sketch 10 logo concepts**, pick one, and vectorize it in CorelDRAW with clean nodes. Convert wordmark text to curves.
4. **Build the system.** Finalize the 4–5 colors (HEX + CMYK + usage rule each) and the 2-font system with hierarchy samples.
5. **Write the 1-page guidelines (A4).** Logo versions, clear space, color swatches with values, font names and roles, and 3 visual "don'ts" (stretched logo, wrong colors, busy background).
6. **Create 3 mockups.** Place the brand on realistic mockup photos (paper bag, sign, card). You may use free mockup photos; the brand applied must be your own work.
7. **Assemble the presentation PDF:** brief summary → moodboard → logo → colors → type → guidelines → mockups.

## 5. Deliverables

1. `GDM-M08-YourName-Brand-v1.cdr` — source file (logo, system elements).
2. `GDM-M08-YourName-Brand-v1.pdf` — full brand presentation (brief → mockups).

## 6. Submission Instructions

- The PDF must tell the whole story in order — a stranger should understand the brand without you explaining.
- Submit both files before the deadline. Late work loses 10 points per day.

## 7. Evaluation Rubric (Total: 100)

| Criteria | Points | What earns full marks |
|---|---|---|
| Brief understanding & moodboard | 15 | Brief rewritten with real insight; moodboard focused with a clear chosen direction |
| Logo quality | 20 | Original, warm/handmade/premium feeling; clean vector; text to curves |
| Color system | 15 | 4–5 colors with HEX + CMYK; sensible usage rules; suits a bakery |
| Typography system | 10 | Two suitable free fonts; clear hierarchy; correct roles |
| 1-page guidelines | 15 | Covers logo, clear space, colors, fonts, and 3 visual don'ts on one page |
| Mockups | 15 | 3 realistic mockups; brand applied cleanly and believably |
| Presentation flow | 10 | Logical order, clean layout, no typos, professional finish |

## 8. Common Errors

- Skipping the brief rewrite and moodboard (the process is part of the grade).
- A logo that feels cold/corporate despite the brief asking for warm/handmade.
- Moodboard images copied directly into the final design.
- Guidelines page crammed with tiny text or missing the "don'ts."
- Mockups where the logo is stretched, pixelated, or floating unrealistically.
- More than 2 fonts, or fonts that don't match a premium bakery.

## 9. Instructor Marking Guide

- Read the brief rewrite first: if it just repeats the client's words, cap at 8/15 — look for the student's own interpretation of the customer and the feeling.
- Moodboard: 8–12 images, one direction. A random collage with no written direction = half marks.
- Logo: check nodes in the CDR and the curves conversion, as in M05. Then judge the feeling honestly — does it say "warm handmade bakery"?
- Guidelines: must fit ONE page. If it spills to two pages, −5. The 3 don'ts must be visual (show the wrong version), not just text.
- Mockups: zoom in — check for stretching, bad perspective, or pixelation. One bad mockup = −5 from the mockup row.

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