In the fourth week of our classes, I got to learn the intricacies of logo designing and the different facets that can come underneath it.

We then went onto discussing Tonality with regards to a brands identity. This refers to the attitude of the brand and what it stands for. A brand must convey a way of life. It must arrive at a way of design approach to take in order to arrive at a direct focus.

I learned about the term morphology and how designers come to terms with the identity of their designs and logos by mind mapping, visual mapping and word mapping. It is necessary to brainstorm, establish elements, and ideas for morphing the logo of the brand. For example, the brand cue map created cards, merchandise, bags and several more products in order to create an experience.

Morphology
I learned about the different approaches I can take in order to create logos and designs. Using metaphors, can be one. I really like the approach that CueMath took to create their own logo. Incorporating elements of a lighthouse to symbolise hope, clarity, continuity, and intellect with regards to math was very convenient for the logo, branding and merchandising. I also was intrigued by the idea of the slogan “Mathemagic”, because the sense and style of the brand conform to the “magician” and leave a mark on the world category which allows the people to immediately associate it with the brand and its experience.