Overview
This Logo Suite Design was for a home staging business based in the US. Kicking off the project with a dive into the brand's DNA, I collected relevant and important information form the client about their brand's vision and values. Followed by the analysis, I presented them with 2 mood board options (colour, typography, mockups, etc.) and asked them to choose one as the creative direction for the brand's visual identity. Finally, after a round of feedback and revisions, I provided them with a complete logo suite package including the Primary, Secondary and Brand Mark logo in Black & White as well as all colour variations, and in different file formats suitable for different platforms.
.
Brand dna
- Brand Vision: A creative, bold staging and interior redesign company that brings a fresh perspective to homes.
- Brand Values: The brand values resourcefulness - it doesn’t want to create any more waste in this world. The brand is efficient and uses items that are already a part of this community, giving them new life, and putting them to work to create new homes for people in Indy.
- Business Goals: Connecting with the audience, Standing out from competitors, Value social presence.
.
moodboard 01
Direction
This moodboard depicted a very bold and classy visual direction for the brand. The dark shades and serif typography made the brand feel rich, elegant and effortless.
Typography
The modern and geometric typography gave the brand a bold and classy look and feel. It also made it stand out from its competitors.
Colours
The dark shades of black and grey mixed with darker shades of green made the brand’s colour palette unique and one of a kind. While the shades of matte black portrayed richness, versatility and style, the shades of green incited emotions of peace, security and refreshenss.
Keywords
Bold, Classy, Elegant, Unique, Luxurious
.
Moodboard 02
Direction
This moodboard had a more friendly and approachable visual direction. A mix of warm and cool shades along with illustrations and luxurious typography gave the brand a modern touch.
Typography
It used a more modern and sleek typeface giving the brand a futuristic yet friendly vibe. The varying thickness of the stems of the letters made it engaging and fun to read.
Colours
There was a mix of both warm and cool tones which made the overall aesthetic of the brand more friendly, welcoming and homely. While the shades of blue tended to build trust among the target audience, the warm shades of orange created enthusiasm and an excitement to try out something new!
Keywords
Modern, Approachable, Warm, Trustworthy
.
This was a creative exercise (in a good way!)...[Him] and I agreed that while we love the look of mood board 1 and some of our design fits with this board, that’s not really the feel of the company as a whole. We really like the direction, feel, and typography of the second mood board for Astoria design co.
.
Signature/Primary Logo
The Primary Logo is the main logo of the brand. It is a Combination Mark logo (icon + company name) and it mainly finds its use in the following places:
1. Website
2. Business Cards and Letterheads
3. Invoices and any other offical brand documents.
4. Merchandise (if needed)
.
Secondary Logo
The Secondary Logo is an alternative logo. It should only be used in places where the Primary Logo cannot be used or if the space is limited. This includes applications like:
1. In the footer of a design proposal document (like this PDF).
2. As a watermark on images to establish copyrights.
3. In social media carousels where the logo generally needs to be smaller.
4. Or in any other places where multiline space is unavailable.
.
Brand/Iconic Mark Logo
The Iconic Mark Logo is the symbolic representation of the brand. If used appropriately and consistently accross different platforms, it helps to build trust and recognition for the brand among its consumers. It also helps to make the brand memorable and can be used as follows:
1. On custom branded stationary.
2. As a cover image for social media posts (generally to maintain the grid layout of the feed).
3. When the space is extremely limited and using the primary or secondary logo is not feasible.
4. As a favicon for website (A favicon is usually an icon that is displayed next to the website's name in the browser’s address bar or on the bookmarks tab).
.
Logos in action!
These are amazing, thank you sooo much, Zainab!....It was a pleasure working with you!