Tutorial log

14th of August 2008
Tutorial with Damian
Comment:
For identity, add pantone numbers for the colour samples. I also need to look at the book called "Brnding" about font.
Sketch birds for advertising. There are many ways I can do.
About literature review, I talked about the structure: Introduction, Objective of literature review, Research methods, case study of KLM, Strategy and graphic design for the new KLM, Critical appraisal, conclusion and references.
It sounds OK for him. I showed my paper to my English tutor and there is not so much English grammer corrections. I am very glad to know about that I am on time so far.

I am going to finish literature review this weekend and advertising.
I also think about strategy (KLM comfortable image) and interior design of airline.



12th August 2008
Tutorial with Damian
Comment: For brand identities for evolution and revolution, I need to make a sample of font, colour chart, black and white and colour versions of brand identities.
I need to make clear about each design concept.
For revoution, he gave me one reference, which is Orb.
According to The Oxford English dictionary, orb means "a circle, or anything of circular form".
"A kind of fish, of a round form" "a sphere or globe; anything of spherical or globular shape"
It is links to fish and round. Also, it is a ball for a king. The identity of revolution is very strong for the new brand identity.

For advertising (evolution), I need to work more as the leaf itself is not linked to airline or KLM. I have to be careful of using leaves as the shape looks like Thai design.
Damian recommended to look at birds, which created by Georges Braque, who is a French artist.
There are so many beautiful birds in his work.

The next action:
By 14th of August, I will finish brand identity chart and look for Georges Braque's work.
I am also going to start writing literature review.


7th of August
Tutorial with Damian
Comment:
I showed leaves, which I scanned and transfered to lines.
I am thinking of using leaves for advertising (Evolution). He said be careful of using leaves as it looks like Thai design.
For identities, look at font in a book, "Branding" .
I showed brand identity (revolution). I still keep ammonite shape and need to develop more.
He helped me to develop the identity. It is more bright future promising images.
It links to sunshine, green, and shift from original KLM image, sky blue.
It is also sociable and contemporary images.
I showed advertising (revolution) and it sounds almost OK, but I need to take some butterflies out as it is very crowd images.

The next actions:
I will reflect all comment to designs by the next tutorial.
The problem is how I can show the airline shapes with butterfly on advertising as I will change the numbers of butterflies.



4th of August
Tutorial with Damian
Comment:
I showed brand identity (evolution). The identity looks nice, but I need to look at space between KLM.
I can use rotation (180 degree) to see how it looks like. I can slightly change the identity to see which one is the best.

I will finish this by the next tutorial.



28th of July
Tutorial with Jackie
Comment:
I talked about a big idea of brand image. The big idea is "coexistence" of
"humans and other living creature" and "nature and KLM"
Background: KLM is trying to use algae-based fuel instead of gasoline however, they haven't inform about it to
the public though print media. (only public relation)
The big idea is very important to show what is different from original KLM obviously and attractive.
Showed initial ideas of brand identity
a big idea
She said sounds good. She gave me the word "Nautilus" to look at. Chris also told me that I should look at Zoomorphic
(Animal shape buildings).

Back up my research result

I found interesting website, which is dance club in London.
The target audience is the same as current clubbing people.
By dancing, people will generate electricity. The toilet water is from rain and so on.
The owner, Dr. Earth is planning to open "The club4climate island" in 2010.
Based on research at the airport, many young people showed interest for environmentally friendly activities.
So far, I don't see many eco-friendly activities for young people, but I am sure that the market is potential.



http://www.club4climate.com

Tutorial with Jackie Perkins

I was talking about research result and what I am going to do after this.
Based on research result, I set up target audiences, who are young people (18 to 30) and
travel lovers.
This is because from the result, many young people were much more interested in sustainable activities, do nothing.
Through the campaign, it is possible to educate them and succeed in the campaign.

Also from the result, I discovered the best graphic design for campaign.
I will create advertising, brand identity and website with two perspective: evolution and revolution.
Evolution is that KLM keep dutch crown image and add environmentally friendly image on that.
Revolution is that KLM excludes crown image as Airfrance and KLM were merged and still using the same image.
Also, it is time to change traditional royal image to the new image. Showing only strong image is old fashion now.
They need to show how they are trying to change environment better.

I am going to start making positioning map with competitors (It is not a general competitor's analysis, but
it is the analysis based on environmentally friendly activities.
I also make sketches for design.
Hopefully I will finish all design before holidays.

During the holidays, I will start writing literature review.

KLM competitor's information

Competitor's brand identities:












Positioning map:



SWOT analysis:



Colour wheel:

KLM slogan

KLM Royal Dutch Airlines
Advertising slogan: KLM. The Reliable Airline

What does reliable mean? Perhaps I can say reliable sustainability

KLM brand identity

Old brand identity:



Current brand identity:


What is the next?
Environmentally friendly brand identity!

Research result

Based on survey, I created raw data and single tabulations on Excel sheet and graphs.
The result was:
-Aged between 20 and 29 showed the most interest for my research: They are very positive for answering questions, interested in my project and green issues by airline companies.

-76% people do not know any about airline company's sustainable activities and 84% people do not know about algae-based fuel.

-Therefore, 68% people said it is uncertain that algae-based fuel is good for using because they do not have information about it.

-75% people answered they are strongly agree and agree about KLM sustainable brand campaign. The hypothesis is that
many people do not know about KLM sustainable activities. As a result, it is better to inform their service.

-Best graphic design for KLM sustainable activities are advertising, brand identity, web/tv, recycle plate and interior design.

-94% people answered that they are interested in recycling, but 56% people are actually doing something for making the better environment.