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