Brand Overview + Promise
The objective is to create a brand that is playful and tasteful. The hope for
the brand is to merge illustration and design skills. The brand will be clean
and elegant; while holding rich character and vibrancy. It will draw visual influence from the natural world; which can be seen in many of the conceptual components. The brand will have a system of landscape
inspired patterns using motion; as well as a clean logo and logotype.
Original Mood Board
The brand logotype proved to be the most difficult part of the brand. The
initial logotype combined very organic, hand lettering with simple text. After critique and feedback, a disconnect starting growing between the logotype and the brand vision. Today, the logotype strives to have the playful quality of the
first draft with a level of sophisticaiton.
Color Scheme and Body Type Exploration
For the final branding, none of these color schemes ended up feeling quite right. While the middle color scheme was popular in peer critique, it had an overly cutesy effect when applied to brand. It was always important for the brand to be applicable to a broad variety of design work.
For the typography, is a combination of Chapparal and Proxima Nova. While Proxima Nova is solely used on the website, Chaparral provides an elements of elegance for the print material.
Revised Color Scheme