The document outlines the brand guidelines for a music project, including: 1) The brand aims to be honest and focus on its young audience without exploitation. It will have an independent style to control its outputs. 2) The logo is a simple diamond shape containing the initial "M" inspired by another company's logo. It is easily recognizable and appeals to the target audience. 3) The artist name uses the original "Akdong Musician" but abbreviated for simplicity. The album name was changed to "Fine" to suit different concepts from the original "Summer Episode." 4) Blue and yellow colors were used inspired by lighting used in photos, representing happiness and standing out from typical products in this

1. BRAND
GUIDELINES

2. CONTENTS
1) About my brand
Who I want my brand to be
and what they do
2) Visual identity
~ Logo
~ Naming
~ Colours
~ Typefaces
01

3. 1) ABOUT MY BRAND
I would like my brand to be a brand whose primary principle is honesty to its
audience. Since my products (including the music video, magazine advert, and
digipak) target a very young and impressionable audience, having a brand
that stands for the right values is highly important. What I mean by having
an ’honest brand’ is that the brand does not exploit its audience by selling
merchandise at an unreasonable price or create music videos that will have no
meaning to its target audience solely so that the brand remains a ”mainstream
brand”. I would prefer to have my brand be an indie/independent type so that
I have complete freedom of what gets put out to the audience as mainstream
brands often have to follow certain regulations or have restrictions that leads
them to focus only on making a profit. The song I have chosen is a folk/EDM
genre which means I must create a brand that follows this concept in the
sense that its main focus will be on the audience and this will be done by
having my brand monitoring the type of products that are produced and
released and being aware of what impacts such products will have on the
audience.
WHO I WANT MY BRAND TO BE AND WHAT THEY DO
02

4. 2) VISUAL IDENTITY
LOGO
03
My main logo will be similar to the logo of the
entertainment company AKMU (artists of my chosen
song “Dinosaur”) are currently signed with. I like
the simplicity of the ‘YG ENTERTAINMENT’ logo
which I incorporated into my own design. This style
of using geometric shapes/designs inspired me to
create a logo that follows the same theme. I have
incorporated the initial of my first name ‘M’ as I am
the producer/director of the product. Having my
name on the logo of course just reiterates the fact
that I am responsible for the final results/products
that are made. I wanted my logo to be something
that can be easily recognised and remembered by the
audience hence the use of the 2D shape of a diamond
and my initial in the middle of the diamond. I believe
my logo is simple yet unique enough to stand out
from others and it appeals to the target audience as
the use of geometric designs is considered as a
‘trend’ amongst teenagers and young adults.
MY LOGO
ORIGINAL YG
LOGO

5. 3) VISUAL IDENTITY
NAMNG
04
In regards to the chosen names for the album and artist I chose to follow a different
approach for both individually. Firstly, I decided to use the original of the artist who sang
the song I have used for my music video. The artist/s are a sibling duo called “Akdong
Musician” or “AKMU” for short. It is of course a Korean name hence why I have used the
acronym for it. It being the abbreviation for the full name makes it easy for the audience
not only to remember but also say/pronounce as not all listeners will speak or know
Korean. In my magazine adverts, I have also added the Korean spelling of ”Akdong
Musician” for the audience to see what it looks like and possibly be able to recognise it by
its Korean spelling for future reference. It is common for the audience of K-Pop to learn
the Korean alphabet ’Hangul’ so that they can connect with their favourite artists at a
higher level, thus I found it important to include in one of my products.
For the name of the album however, I chose to make up a different name from the original
as I realised that by changing the name, it will allow me to use different concepts for the
images I use in the ancillary tasks. The original name of the album is “Summer Episode”
however I knew that the filming and taking pictures period would take place in
Autumn/Winter time and so I thought it would be more appropriate to use a different
name that would work with everything else. I chose the name “Fine” as it was a name that
gave hints of what to expect from the album without giving everything away. The word
fine can have different meanings and I thought it suited my concept overall.

6. 3) VISUAL IDENTITY
COLOURS
05
The colours I mainly used for my ancillary tasks are blue and yellow. Whilst I was taking the
pictures for my digipak and magazine ad, I used blue fairy lights as my only source of lighting and
used the night portrait setting on the camera (Canon 550D). This made the images have a
blue/green/yellow hue to them which I thought was very unique as it makes the images stand out
due to the vibrant colours that show up. Thus, I wanted to use this odd colouring for the other parts
of my ancillary tasks by having blue borders and yellow text that compliments the images used.
Both these colours have the similar connotation of the emotion/feeling of ’happiness’ which is a big
theme within my actual music video. Having turned down the opacity of these colours led to their
pastel shades which are more subtle and gentle to the eyes. Whilst it is good to use such
vibrant colours to catch the audience's eye, it can often be too harsh for the
eye to see hence why I altered the opacity of both colours. Using vibrant
colours is also one of the key conventions of my chosen song genre but
having this product available in this country means that it will appear very
different to similar products as the colour combination is an uncommon
pairing. This will actually help promote the products more due to the
drastic differences that exist between the K-Pop genre and Pop genre.