The booklet is broken up into three sections.These sections are the principles of self-esteem development according to Rosenberg*. The first two sections are an exploration of the ‘self’ and one’s place in society. They lead up to section 3 where the brandmark is created using a concepting matrix.
The Concepting Matrix is a chart that systemizes the brand mark creation process. The chart guides the user to disect four words, these four words represent the brand’s personality and core values. Each word is then disected by non-physical/physical attributes, literal examples, geometry and typography. The completion of the chart yields a thorough visual exploration that can be molded to create an accurate brandmark. The booklet helps the user find the key words and visuals to fill out the matrix and guides them on how to combine elements from the matrix to create their mark.