Google Font Pairing
If you have ever gotten stuck using the same old boring Microsoft Office fonts like Times New Roman and Arial, we feel your struggle. There are lots more fun and interesting fonts to use, but how do you get them? If you want to play around with your own choice of fonts, trying using Google fonts for branding. They are free and easy to implement into web design and even in Word if you’re not tech-savvy.
Bold versus Thin
Sans Serif and Serif Fonts
Do you know the difference between Sans Serif and Serif fonts? One is a more streamlined, clean look and the other is designed to be fancier and more traditional. While some may think that you have to use one or the other in a brand or even a message, you may want to take a closer look at how they can actually be paired together quite nicely.
There are SO many fonts – how do you choose the right ones to pair together? We do this every day, so our library is quite full. To experiment yourself, see see some great examples of how fonts can be used together: FontPair – Canva
Fonts are important for identity. They help determine the mood of your brand and can evoke a certain feeling to your clients when interacting with your brand. It’s important to choose traditional classic fonts if you have a professional long-standing insurance agency, or modern more care-free fonts if you’re a newer dog accessory company selling retail.
Whatever the direction you choose for your new brand, we are here to help you along the way. A little bit of creativity goes a long way.
2018 Top Color Palette Trends
As we wrap up 2018 (how did this year go by so quickly?), we reflect back on some of the hottest color trends of 2018. The theme seemed to trend in the direction of less saturation in blushes with pops of pinks and reds, blues, neutral purples, and grey. We find inspiration in all types of places. Pantone is famous for announcing their colors of the year, and companies like Behr lead trends with their Pinterest-worthy paint colors.
Each season the team at the Pantone Color Institute creates the PANTONE Fashion Color Trend Report; a color overview highlighting the top colors fashion designers showing at London Fashion Week will be featuring in their collections for the upcoming season. With color on the catwalk a key indicator of the color stories we can expect to see showing up across all areas of design, the PANTONE Fashion Color Trend Report is your easily accessible guide to the season’s most important color trends.
Some 2018 Logos
Behr Paints came out with their Color of the Year as “In The Moment.” This cool, tranquil, spruce blue is inspired by nature and is a soothing, restorative coalescence of blue, gray and green. This comfortable color evokes a sense of sanctuary and relaxation amid our busy, always-on lives. In name and color, this hue speaks to our desire to take a break, be present and recharge. It crosses multiple design styles, ideal for working with traditional, modern, coastal and global décor.
Before we start researching your company, your individual brand, your industry, your competition, and your customers, we need to hear from you. We created something called a Creative Brief, which is a series of questions designed to make you really think about your brand, its history, what you’re currently doing, and what your future goals are. It is a great exercise for you to go through as we develop your new brand as a team. And, it gives us a lot of helpful insight into your current situation.
Some of the questions are geared toward your likes for colors, what kinds of services you offer, what makes you different from your competition, how do you want your clients to feel when interacting with your brand, and questions surrounding your marketing efforts.
Your answers to these questions are vital to your branding process. Sometimes answers from clients are small and sometimes they go on for paragraphs, but don’t worry – we like reading. The more information you give us about you and your current brand, the better we will be able to develop your new brand. Even if you think information is irrelevant, you should still include it in your Creative Brief.
We’d share our Creative Brief with you, but it’s a tidbit of a secret. So, you’ll have to become a client first in order to see it.
A little bit of creativity goes a long way.
Just how many logos do you need? One is not enough.
Ok, so what does this mean? You thought you needed just one logo. But, what happens with the magazine you’re working with needs your logo with a transparent background, or when you’re creating Instagram posts and all you want is a small logo in the bottom right corner, or when you need an all white logo because the background of the website is black? Having multiple logo variations is like having your very own branding tool box.
One example that we have encountered all too often. Someone will approach us because they need help – their original logo designer only gave them one variation of their logo. Usually it’s more horizontal and has a white background – a jpg. file. They need to order pens but the printing promotional company won’t accept their small jpg. file with the white background. They need a vector file and ultimately a transparent background so their logo is crisp without being pixelated. They can’t track down their designer, so they turn to us for help. Often times we’ll need to recreate their logo from scratch, and then we can give multiple variations of the logo that can be used on different platforms for various uses.
It can be costly when you don’t have the correct files of your logo – sometimes costing time and additional money.
In addition to the multiple logo variations, your logo, colors, fonts, and more will be explained in either your Style Sheet or your Brand Guidelines document that you will receive after your branding project is complete.
A little bit of creativity goes a long way.