Brand Identity

 "Even if the brand identity is not published or visible, to have one, to work to create one, is vital for making a coherent book, It is the guiding light that shapes the 'flavor' of what one chooses to include in any portfolio"-Valan Evers, Photographer and Faculty, The Art Institute of Fort Lauderdale, as quoted in No Plastic Sleeves by Larry Volk.

The operative word there is "work". Creating a brand identity has been work. It's soul searching, in a way. Creating a brand identity for yourself is creating a logo, color scheme and word mark to represent who you are. Who you are as a person, as a designer, as a brand. After I had a logo that I felt was successful, I started working on a color scheme. I knew I wanted it to include black, white and grays, so my logo could work next to other color schemes if necessary. I chose teal as my accent color, not only because it is my favorite color, but because I feel like teal is bright, calm and happy at the same time, while also not making a big deal about itself. I think it can go unnoticed if it is not put with the right colors.
The next aspect I chose was my font. I wanted a sans serif that looked modern and classic at the same time. After looking at font after font, Century Gothic just seemed to fit. Looking at my brand board, I felt like something was missing. The colors were too solid. I needed a pattern. Something to give variety and style to my brand. I made a pattern out of my logo and applied my color scheme. It was just what I needed.