Brand Guideline (Final Project)

Thought process

For the final project, I went with the first option (self-identity).

My logo consists of my name in a clean but casual sans serif font, to give off a professional but friendly impression. The tangerine cap is a word play on “Tenges”, my surname. On a more personal level, my parents’ business was originally named Orange, so I thought the tangerines theme would be nice.

I created a stylised sticker version of the logo, along with other sticker-style secondary graphics. I run a small sticker shop on the side, so I thought stickers would be a great way to express myself. Stickers allow people to add personality to their everyday items, and in a deeper sense, people can keep their fond memories as a keepsake through stickers.

While coming up with the colour scheme, I started with a soft peachy-orange colour based on the tangerine theme. I added teal to complement the orange, and then I chose another warm colour maroon to add further depth to the colour scheme. I also like having a slightly beige and creamy colour to replace plain white, and a dark brown shade to replace pure black. Along the way, I also added colours for shadows because of the sticker graphics.

Feedback from forum

Here are the learning points and comments from the presentation:

• Typo errors in some parts of the brand guideline, which highlights the importance of proofreading my work.
• Inconsistencies in the logo variants — the presence and the lack of the three dots on the tangerine cap for the simplified logo.
• Lack of clarity on the shape of tangerine — it looks a bit like an apple because of the positioning of the leaf.
• Leading for some text on the colours page is too large, it is good to tighten leading to show information is related to each other 
• Disbalance of white space on the page showing name cards
• Opportunity to add more elements of secondary graphics into the brand guideline as a whole

Improvements

• Typos have been fixed
• Inconsistency in logo variants have been fixed
• I can understand the concern about the identification of the tangerine, but I decided to keep the tangerine cap as it is in order to maintain the cute and cheerful energy. I felt that changing the leaf position would steer away from the intended impression.
• Leading has been tightened.
• White space on the name cards page has been balanced.
• More tangerine stickers and starburst graphics have been added to strengthen the brand guideline.

Workflow

• Adobe Illustrator
  • To create most of the graphics

• Adobe InDesign
  • To create and consolidate the brand guideline