This is my first blog post ever! Yayyy!
I'm working on a full re-brand & brand identity package for Arch Brow Studio in Lacey, Washington. This is my first client in Washington, and it's always very fun and exciting to work with clients in different cities.
The owner Falisha contacted me at the end of Feburary. Her eyebrow business grew faster than she anticipated. (I love seeing other #GIRLBOSSES slaying like that!! GO GIRL!) She had a logo which she made herself a few years ago... on her phone. Not bad in my opinion! But she reached out to me because she wanted to take her business's brand identity to the next level. Falisha said her current website is too dark (lots of black) and she knew she wanted a color palette featuring blush, light pastel rose colors, hints of gold / sparkle, soft warm grays, and black accents.
this is the original arch branding / "before" look:
step one: mood board
After having clients fill out my official Logo Design Questionnaire, my first step when designing any new brand identity is to put together a mood board. Pinterest is a great resource for this. I typically will create a private board and then invite my client to share as a collaborator, meaning they are also able to add images to the board. Once we have a substantial amount of imagery, I put together the mood board, which will serve as a guideline for the brand. As a general rule of thumb, if something clashes with the mood board, it won't work well with the brand.
Here is the mood board I designed for Arch:
step two: logo development & refinement
Falisha knew she wanted to incorporate a handwritten script into her logo somehow. I'm not a calligrapher, although I did take a class once at Pigment here in San Diego... and it was HARD! Fortunately there are lots of BEAUTIFUL calligraphy-style and handwritten fonts available online. Some are free and others you have to pay for. (Some of my favorite resources for fonts are creativemarket.com and dafont.com, although DaFont is kind of like shopping at a thrift store. You have to rummage through a lot of terrible $H!T to find gold.)
Drumroll please... here is the first round of logos!
After some tweaks, the Arch logo has been finalized! This is always one of my favorite parts of the branding process. Time to pop some champagne! :)
Here is the final logo and variations. Variations are important because sometimes you will need a version of your logo that fits in a square space (such as Instagram or Facebook profile pic.) However, horizontal logos usually look the best at the top of a website.
step three: color palette
Choosing the color palette is one of the most crucial parts of designing a brand identity. They say a picture is worth a thousand words, well that's how I feel about color palettes! The same logo could look completely different in one color from another, and tell a totally different story.
Fortunately, Falisha had a pretty good idea of what she wanted, so for this project it just comes down to picking the specific palette. Oh how I loooove these blush and golds!!! I can't even...
step four: patterns
Patterns are important for creating brand consistency. While color does this to an extent, using a few special brand patterns will ensure the brand message is carried through from print collateral to a website, even to an interior space. These are the options I selected for Falisha. Patterns like this are available for purchase on iStockPhoto.com.
Falisha wasn't crazy about the patterns I chose, except the bottom left. Here are some more patterns I showed her. So I went back on iStock and looked for some more.
Falisha loved number one and three from this round. Those were my favorites too. So awesome!
step five: supplemental typefaces (aka fonts)
Now it's time to choose brand fonts. You never want to use the logo fonts within the same brand, for the simple reason that then it just looks like you chose one font for everything, and the logo doesn't feel special anymore. And you don't want that!
I typically have my clients choose one Serif font and one Sans serif font. If you don't know what the hell I'm talking about, but you want to, click here. If the fonts they choose don't pair well together, I will suggest an alternative option.
step six: brand board
Ta da!!! Brand board is complete. This is basically a mini version of the style guide. A nice visual display of what Arch is all about.