ABSTRACT
TABLE OF CONTENTS
PROJECT REPORT ON………………………………………………………………………………………………. i
APPROVAL PAGE …………………………………………………………………………………………………… iii
CERTIFICATION …………………………………………………………………………………………………….. iv
ORGANIZATION……………………………………………………………………………………………………….v
DEDICATION………………………………………………………………………………………………………….. vi
ACKNOWLEDGEMENTS………………………………………………………………………………………… vii
TABLE OF CONTENTS ………………………………………………………………………………………….. viii
LIST OF FIGURES ……………………………………………………………………………………………………..x
LIST OF PLATES …………………………………………………………………………………………………….. xi
CHAPTER ONE………………………………………………………………………………………………………..12
1.0 Introduction…………………………………………………………………………………………………………12
1.1 Background of the Study ………………………………………………………………………………………..12
1.2 NVRI (National Veterinary Research Institute)…………………………………………………………….4
1.3 The Vaccine …………………………………………………………………………………………………………..5
1.4 Statement of the Problem …………………………………………………………………………………………5
1.5 Objective of the Study……………………………………………………………………………………………..6
1.6 Specific Aim ………………………………………………………………………………………………………….6
1.7 Significance of the Study………………………………………………………………………………………….7
1.8 Scope of the Study…………………………………………………………………………………………………..7
1.9 Limitation ……………………………………………………………………………………………………………..7
CHAPTER TWO…………………………………………………………………………………………………………9
2.0 Literature Review……………………………………………………………………………………………………9
2.1 Corporate …………………………………………………………………………………………………………….12
2.2 Identity………………………………………………………………………………………………………………..12
2.3 Corporate Identity. ………………………………………………………………………………………………..13
2.4 A Brand……………………………………………………………………………………………………………….13
2.5 Branding ……………………………………………………………………………………………………………..14
2.6 Types of Branding…………………………………………………………………………………………………17
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2.7 Some Branded Companies in Nigeria ……………………………………………………………………….18
CHAPTER THREE…………………………………………………………………………………………………….20
3.0 Methodology………………………………………………………………………………………………………..20
3.1 Procedure and Presentation of Works ……………………………………………………………………….20
3.2 Visual Elements ……………………………………………………………………………………………………20
3.3 Image/Illustration: …………………………………………………………………………………………………21
3.4 Presentation of illustration/images/thumbnails/materials: Informational Elements ……………22
CHAPTER FOUR………………………………………………………………………………………………………29
4.0 Analysis of some selected works ……………………………………………………………………………..29
4.1 Packaging Design………………………………………………………………………………………………….29
4.2 Visual Elements for the pack only ……………………………………………………………………………29
4.3 Procedures……………………………………………………………………………………………………………30
4.4 Drawings and Measurements…………………………………………………………………………………..31
CHAPTER FIVE ……………………………………………………………………………………………………….47
5.0 Conclusion and Recommendation…………………………………………………………………………….47
REFERENCES ………………………………………………………………………………………………………….48
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CHAPTER ONE
1.0 Introduction
1.1 Background of the Study
Branding is the process of developing a company’s brand; including the name, identity system
and messaging platform. The brand message is then applied to marketing campaigns and
collateral, which are intended to spread that brand message. Brand can also mean a name given
to a product for easy identification by costumer or consumer. Corporate identity is not brand, a
brand is the idea behind a company’s identity, the impression people have of the establishment.
A brand is what a company or establishment stand for, believe in, behave like, and perceived by
those that conduct business with it or otherwise experience interaction with it. It’s the collective
sum of what an organization stand for. A brand takes time to build, because it’s defined by what
others think about it, and such impressions (be it positive or negative) take time to form and
build. Branding process involves creating a unique name and image for a product in the
consumers’ mind, mainly through advertising campaigns with a consistent theme. Branding aims
to establish a significant and differentiated presence in the market that attracts and retains loyal
customers. (Business2community (2015)
Branding is the process through which design and marketing professionals and firms help
companies determine who they are and communicate about it. It is the process of crafting
messages and communication materials that will help to form the impressions people will have
about that company — the process of developing consistently applied communications that
express who the company is. Branding is not only a destination but it is nearly always an
ongoing process that evolves as a company grows.
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Wikipedia defines corporate identity as the overall image of a corporation, firm or business in the
minds of diverse public, such as customers, investors and employees. It is a primary task of
the corporate communications department to maintain and build this identity to accord with and
facilitate the attainment of business objectives. It is usually visibly manifested by way
of branding and the use of trade marks. Corporate identity comes into being when there is a
common ownership of an organizational philosophy that is manifest in a distinct corporate
culture. At its most profound, the public feel that they have ownership of the philosophy.
Corporate identity helps organizations to answer questions like “who are we?” and “where are we
going?”
Corporate identity also allows consumers to denote their sense of belonging with particular
human aggregates or groups. In general, this amounts to a corporate title, logo (logotype and/or
logogram) and supporting devices commonly assembled within a set of guidelines. These
guidelines govern how the identity is applied and confirm approved colour palettes, typefaces,
page layouts and other.
Corporate branding refers to the practice of promoting the brand name of a corporate entity, as
opposed to specific products or service. The activities and thinking that go into corporate
branding are different from product and service branding because the scope of a corporate brand
is typically much broader. Wikipedia (2015)
Corporate branding is not limited to a specific mark or name. Branding can incorporate multiple
touch points. These include logo, customer service, treatment and training of employee,
packaging, advertising, stationery and quality of products and services. Any means by which the
general public comes in contact with a specific product constitutes a touch point that can affect
perceptions of the corporate brand. As never before, people care about the corporation behind the
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product. They do not separate their opinions about the company from their opinions of that
company’s products or services.
Corporation is a company or group of people authorized to act as a single entity (legally a
person) and recognized as such in law. The word corporation is most used to describe large
business corporations. A corporate identity is the overall image of a corporation, firm or business
in the minds of diverse public, such as customers, investors and employees. It is usually visibly
manifested by way of branding and the use of trademarks.
Business dictionary define identity as the visible elements of a brand (such as colours, design,
logotype, name, and symbol) that together identify and distinguish the brand in the consumers’
mind. The improper and inadequate branding for the Institute motivated the researcher to
research on proper visual studio exploration for NVRI. The misinformation, non-educative, nonadvertisement
at the Institute because of branding motivated the researcher to carry out the
research. Inadequate branding in developing countries of Africa like Nigeria has profound
consequences and effects on their economy.
It’s pertinent for the researcher to define advertisement as relation to branding and corporate
identity because these are all forms of advertisement and communication. Advertisement by
Wikipedia is a form of marketing communication used to persuade an audience to take or
continue some action, usually with respect to a commercial offering, or political or ideological
support. In Latin, ad vertere means “to turn toward”. The purpose of advertising may also be to
reassure employees or shareholders that a company is viable or successful. Advertising messages
are usually paid for by sponsors and viewed via various media; including mass media such as
newspaper, magazines, television and radio advertisement, outdoor or direct mail; or new
media such as blogs, websites or text messages.
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Now are days, all form of advertisements are in vogue by means branding in form of car, school,
house t-shirt, faze cap, posters, billboards, web, and so on.
1.2 NVRI (National Veterinary Research Institute)
NVRI is located in Vom, Plateau State Nigeria where researches on veterinaries are been carried
out. This institute was established in South and West Africa to combat the first panzootic of
Rinderpest in West Africa that occurred between 1885-1890, that caused deaths of over 90% of
the cattle population. The second wave of the panzootic occurred between 1913 and 1914 and
culminated in a drastic reduction of cattle population from 9.01million to 2.7 million. The
Institute is endowed with highly trained manpower with experienced research Scientist in varied
fields of Veterinary Sciences and other fields of Applied Sciences and a number of Medical
Laboratory and Animal Husbandry Scientists. The institute is also engaged in research for the
development of new vaccines or other methods of disease control to combat emerging diseases
of livestock and poultry. The improvement of vaccines production is the Institute’s primary area
of focus. NVRI (Annual Reports 2013)
The NVRI has mandate by virtue of the Agricultural Research Institute Decree 35 of 1975, the
name Federal Department of Veterinary Research was changed to National Veterinary Research
Institute (NVRI) and has its Mandate as follows: To conduct Research into all aspects of animal
diseases, their Treatment and Control. To develop and Produce animal Vaccines, Sera and
Biological to meet the National demand to provide Surveillance and Diagnosis of animal
diseases. To introduce Exotic Stock for improved egg, meat and milk production. To provide
Extension Services to poultry and livestock farmers. To Train intermediate Manpower in
Veterinary Laboratory Technology and Animal Health and Production Technology. The
Veterinary Institute is committed to research excellence and the production of standard quality
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vaccines for the livestock industry. The mission statement is “To be the foremost Veterinary
Research Institute in Africa, producing international quality vaccines and offering services for
the identification, control, and eradication of economically important livestock diseases, through
best practices, research excellence, and applying modern technology, with highly trained,
experienced and motivated personnel”. NVRI Annual Report (2013)
1.3 The Vaccine
Encyclopedia defines vaccines are their major products for different animals against
virus/diseases would be more concentrate upon as studio exploration. There are thirteen (13)
different types for treatment of different animals. Vaccine, an antigenic substance prepared from
the causative agent of a disease or a synthetic substitute, used to provide immunity against one or
several diseases. A vaccine typically contains an agent that resembles a disease-causing
microorganism and is often made from weakened or killed forms of the microbe, its toxins or
one of its surface proteins. The agent stimulates the body’s immune system to recognize the
agent as foreign, destroy it, and keep a record of it, so that the immune system can more easily
recognize and destroy any of these microorganisms that it later encounters. Other products are
eggs, birds, (quails, duck, and chickens). They also carry laboratory research on veterinary as a
whole and have branches all over the nation.
1.4 Statement of the Problem
One of the problems in Nigerian products is lack of proper packaging. The statement is pertinent
at this time when they are different ways these products are being branded with different
materials therefore giving wrong information. Non-educative, non-advertisement for the wrong
material used in the Institute. These lack of adequate designed branding for NVRI, motivated the
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research to carry out the research. The major problem of this study arises as a result of improper
packaging and branding.
The researcher therefore, intend to explore a studio approaches in branding the largest vaccines
produce Institute in West Africa, National Veterinary Research Institute (NVRI) located in Vom,
Plateau State, Nigeria to; Promote; Advertise; inform, identified, market, etc.
1.5 Objective of the Study
The objective of this study is to brand, promote and advertise NVRI, Vom products. Branding
and corporate identity play a vital role in any institute for a swell marketing and advertisement.
The researcher will therefore explore studio approaches for the branding and corporate identity:
a. Use the studio exploration as a means of information, to the end users in the community
at large.
b. The branding will promote the products and the Institute at large.
c. To design various visual ways/means/methods that will advertise, inform and
communicate about the institute and their products to the nation.
d. To promote the uses of the vaccine for animals.
e. For easy identification of the product from others or fake products in the market.
1.6 Specific Aim
To explore various studio exploration/design for effective visual communication for the vaccines
and NVRI at large. This comes in form of branding and corporate identity in relation to colours,
materials, forms, fonts with principle and elements of design, for their logo, poster, billboard,
flyer, calendar and so on.
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1.7 Significance of the Study
This project paper will help in branding NVRI for effective visual communication and her
products. It will also advertise and promote the products and the institute. It will also serve as a
means of communication/information dissemination to the commuters. Majority of farmers,
poultry and dog owners will be aware of the vaccines, the major product of the institute. It will
add to literature in the area of visual communication.
1.8 Scope of the Study
This project research is restricted studio exploration for effective visual communication for
branding and corporate identity of NVRI, Vom.
1.9 Limitation
Finance has been the major limitation not only in life but in arts material. Most of machines to
produce/explore the process of branding NVRI are quite expensive therefore making it difficult
to access. Time constraints cannot be overstretched, that has limited most thing in life generally
let alone in this studio exploration. The technologies aspect of this studio exploration are not
easily come by such as Lab photo printer, Direct Image (DI) printer. In Nigeria, most of the
visual softwares like adobe CS 6/CC, web creator, blender, for the design are not authentic, and
even aperture software designed for only Mac (apple system) and not for windows therefore
making the design limited to access and soon expired. Another limitation is getting pictures of
poultry, dog owners, and famers administering the vaccine to cows because of insurgent in the
north as the time of filing the report. The nature of copy right protection could not allow me to
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enter some of the laboratories in the institute to take data was another concern.
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