Brand Style Guide

The importance of brand identity

What is brand identity?

Brand identity is a company's visual identity that is projected through many different collaterals, both internally and externally. A logotype forms a significant component of a visual identity, but it is only one part.

In fact, a good brand identity is produced through the constant use of distinct visual features, such as typefaces, colors, and accompanying graphic elements.

A professionally managed brand identity provides numerous benefits to the branded entity: it supports and projects institutional cohesion and efficiency; it differentiates from other organizations; it aids in the development of a desired reputation; it aids consistency in key design areas; and it should be a source of unity and pride for those associated with the entity.

My brand identity

My visual identity has been specifically designed to represent my brand. It is a reflection of my operations, my values, my ambitions, and my personality.

This document provides guidance for a successful implementation and use of the visual identity to ensure consistent application across all aspects of our business.

The sections that follow will walk you through the key visual identity aspects. They'll help you create and produce captivating messages while allowing you some creative freedom.

The brand

Moodboard
Brand visuals
Brand colors

Moodboard

The inspiration for Mindblossom is revitalizing and calming. The letterforms are thin and straight and the whitespace keeps it feeling airy and modern.

The colors are fresh, happy and gender balanced. Color psychology suggests that green is refreshing and associated with life itself, harmony, authority and autonomy. While orange exudes enthusiasm, joy of life and inspires sociability. The background color, Alabaster, stands for new beginning and wholeness. It also forms a balanced composition between the brand colors and images - all this represents the way clients should feel when working with Mindblossom.

calming
revitalizing
inner satisfaction

Brand visuals

There are a couple of ways the brand can be represented in combination with images and photographic backgrounds, but each option should be exercised with care, making sure the logo and type aren't obstructed by the image.

In most cases you can use either a solid white or solid black logo on top of background images.

Type has to be chosen depending on the imagery and a general rule can't be applied.

General tips:
  • Photos with shallow depths-of-field work best.
  • Avoid busy images with too much detail.
  • Applying a darker transparent overlay on an image can aid in making text more legible.
Inspiring words of wisdom
Inspiring words of wisdom
Brand
Name: Green Smoke
aka: Dark moderate yellow
hex: #99a452
rgba(153, 164, 82, 1.00)
Secondary
Name: Galliano
aka: Vivid orange
hex: #e0a70e
rgba(224, 167, 14, 1.00)
Name: Equator
aka: Soft orange
hex: #e8c55f
rgba(232, 197, 95, 1.00)

Brand colors

Color plays an essential role in expressing and differentiating the brand identity. Consistent use of the color palette will reinforce the cohesiveness of the brand and also serves a psychological purpose by communicating certain feelings to the audience.

The green expresses growth and health and the orange is vital and friendly.

Logo design

The logo is the foundation around which we have built our visual identity. It is the visual expression of our company, and as such must be used responsibly and consistently.

Logo break down
The logo
Logo variations

Logo break down

1. Brandmark
2. Wordmark

Logo variations

Vertical

Full Color
Inverse
Black
White
Full Color
Inverse
Black
White

Horizontal

Brandmark

Full Color
Inverse
Black
White

Wordmark

Full Color
Inverse
Black
White

Favicons

Favicon (32px)
Webclip (256px)
Preview
Browser tab
Mobile
Desktop

Font Design

The choice and usage of typefaces all contribute to the communication of our unique personality and identity.

Headings font
Body font

Headings font

Karma 300
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

Heading level one

Heading level two

Heading level three

Heading level four

Heading level five
Heading level six

Body font

Libre Franklin 300
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

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Documents

Stationary
Branding

Stationary

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Business card

Note: This is a mock-up, solely for demonstration purposes and does not represent an actual finished design.

Letterhead

Note: This is a mock-up, solely for demonstration purposes and does not represent an actual finished design.

T-Shirt

Note: This is a mock-up, solely for demonstration purposes and does not represent an actual finished design.

Tote Bag

Note: This is a mock-up, solely for demonstration purposes and does not represent an actual finished design.

Mug

Note: This is a mock-up, solely for demonstration purposes and does not represent an actual finished design.

Branding

Are you also interested in your own branding?

Contact us

Final Comments

These guidelines are fairly flexible and should allow for enough creative freedom to use the brand assets as you see fit while making sure the brand looks best across all applications.

If ever in doubt just refer back to this guide or feel free to contact us.
We love to help.

Personal Branding & Webflow Agency
www.dipuentes.com