Designing two distinct brands
In my Visual Design II class, I was assigned to create two distinct brands using visual design principles. I had to make a lockup, which consists of an icon, logotype, and a tagline. After the creation of my lockup, I made two style guides.
Goals
1. Research two distinct industries
2. Apply visual design principles to project
3. Create two colored lockups
4. Create a style guide for each brand
I researched skincare industries to get inspiration from existing brands. Based on my research, I wanted to give my brand a modern and calm look. Once my keywords were chosen, I was able to use my design knowledge to create HelloSkin. I chose cool colors that would represent calmness in my brand. Cool colors, such as blues and teals, give off a calm and relaxed impression. The colors I chose are analogous on the color wheel (colors that are next to each other). This brings modernity to my brand. The colors I selected are high-key colors. High-key colors have lighter tones. In order to make my icon stand out, I added a low-key blue color. For HelloSkin's typography, I decided to use modern typeface, Poppins. Poppins is sans-serif (no serifs on the end of each letter). It has a wide, bold look and offers a feeling of reliability to the brand. I bolded the words “Hello” to emphasize reliability. For my tagline, I used Bilo. Bilo is also a sans-serif font, but offers a calm impression due to its flowing thin letters. HelloSkin uses organic shapes in the icon. The use of organic shapes emphasizes calmness. The thickness and widness of my brand name makes my brand feel reliable and modern.
Happy Day Cake is a local cake shop. Most of the cake shops used fun and inviting colors. Based on these design precedents, I decided to make my brand look cute and friendly. To achieve this look, I carefully selected my colors, typography, and shapes. Happy Day Cake's typography consists of sans-serif decorative typeface, Agatha, for the brand name. The cute balloon look of this typeface offers friendliness to the brand. I used a
sans-serif handwritten typeface for the tagline. The variety of x-height values in the tagline makes the text look bouncy. This makes the tagline look cute and friendly. Happy Day Cake is a cute and friendly brand. In order to illustrate this, I used split-complementary colors (a primary color is used with the two analogous colors to its complement). This creates a dynamic and fun look. These four colors are warm high-key (lighter in value) to portray friendliness.
Happy Day Cake's typography consists of sans-serif decorative typeface, Agatha, for the brand name. The cute balloon look of this typeface offers friendliness to the brand. I used a
sans-serif handwritten typeface for the tagline. The variety of x-height values in the tagline makes the text look bouncy. This makes the tagline look cute and friendly. Happy Day Cake's lockup is round and has soft corners. This brings cuteness and friendliness to the brand. The icon and main typeface display a fun and dynamic impression due to their round, inflated shape.
