New brand color and typography proposition
Color palettes and typfaces for MaxSold branding
Process of the color selection
Considerations
Methods
01
Process of the color selection
Main color schemes
Monochromatic
Analogous
Complementary
Triadic
Image credit: The Print Shop at Carleton University
01
After careful consideration, we decided to choose monochromatic color scheme. The range of different shades of blues can be a great choice for branding because it provides a cohesive and elegant look. By using different shades and tints of blue, you can create depth and interest while still maintaining a consistent overall look. Blue is versatile and can convey a range of emotions and ideas, including trust, stability, reliability, and intelligence.
A monochromatic palette of blues can help create a strong and memorable brand identity that conveys professionalism and competence, making it a great choice for businesses looking to stand out in a crowded marketplace.
MaxSold values and associated colors
WORDS | ASSOCIATED COLORS | |||
Integrity, Respect, Believe in good intent, High Road | | | | Blue |
Experience - Positive Experiences, Create Positivity | | | | Yellow / Orange |
Delight customers, Making a Difference | | | | Red / Purple |
Reliable, Empathy, Taking care of people (definition) | | | | Green |
Kindness | | | | Pink |
Diversity, Inclusivity, Creativity | | | | Multicolor / Rainbow |
Sober | | | | Gray |
Whimsical | | | | Pastel colors |
Speed / Quality / Efficiency, Balance between | | | | Black / White / Earth tones |
Ownership, Authenticity, Innovation | | | | Brown / Purple |
If we want to put forward the highlighted values, we would need to step away from the blue tones. As we can see that in this case we should engage pink, brown and multicolor combinations.
02
Colors of MaxSold services
Derived palettes #1
Derived palettes #2
Derived palettes #3
03
Target audience preferences
USER PERSONAS | PREFERRED COLORS | ||||
Lucy: New Client | | | | | Pink, purple, and blue |
Tony: Existing Client | | | | | Navy blue, gray, and white |
David, B2B - Retiring Client | | | | | Brown and green |
Andrea, B2C - Reseller | | | | | Bright and bold colors |
Laura, B2C - New Client | | | | | Muted and calming tones |
Joe, The Reseller | | | | | Bold and vibrant, sense of energy and excitement |
Mary, The Thriftier | | | | | Earthy tones |
Ashley, The Young Thriftier | | | | | Soft pastels or bright jewel tones |
| | | | ||
The assumptions have been made based on our user personas and color psychology studies among various demographics in North America
04
Common tones of blue and associations
Teal blue
Ice blue
Sky blue
Electric
Ultramarine
Midnight
Steel blue
Navy
Slate blue
Indigo
Teal blue
Calmness, Serenity, Clarity, Purity, Coolness, Tranquility, Sophistication, Cleanliness, Winter, Snow, Icy landscapes, Modernity, Technology |
Energy, Intensity, Excitement, Vibrancy, Boldness, Futuristic, High-tech, Innovation, Confidence, Adventure, Modernity, Youthfulness |
Freedom, Tranquility, Peacefulness, Relaxation, Calmness, Serenity, Clarity, Freshness, Hope, Openness, Communication, Cleanliness |
Royalty, Luxury, Elegance, Sophistication, Depth, Mystery, Power, Dignity, Tradition, Formality, Nobility, Classicism |
Intuition, Spirituality, Wisdom, Imagination, Creativity, Mystery, Dignity, Royalty, Elegance, Sophistication, Depth, Tranquility |
Mystery, Elegance, Power, Sophistication, Serenity, Calmness, Nighttime, Darkness, Depth, Formality, Conservatism, Stability |
Tranquility, Calmness, Serenity, Stability, Reliability, Sophistication, Conservatism, Professionalism, Elegance, Timelessness, Intelligence, Depth |
Strength, Durability, Modernity, Sophistication, Technology, Calmness, Serenity, Professionalism, Stability, Coolness, Efficiency, Industriousness |
Authority, Power, Stability, Trustworthiness, Sophistication, Conservatism, Professionalism, Dependability, Intelligence, Loyalty, Masculinity, Formality |
Calmness, Serenity, Tranquility, Refreshment, Healing, Sophistication, Creativity, Uniqueness, Playfulness, Balance, Adaptability, Communication |
06
Colors representing ethical values
Teal blue
Terracotta�Terracotta can be associated with stability, reliability, �and warmth. It conveys a sense of groundedness and dependability, which could be seen as �a reflection of the values of kindness and support.
Sky Blue�It conveys a sense �of calmness and serenity, which could be seen as a reflection of kindness and empathy. Additionally, the idea of a clear, open sky could be seen as a symbol of inclusivity and connection.
Coral�Coral is often associated with warmth, comfort, and nurturing. It conveys �a sense of caring and compassion, which could be a good fit for the values of empathy and taking care of people.
Peach�This color represents friendliness, approachability, and warmth. It conveys a sense of hospitality and kindness, which could be a good fit for the values of empathy and inclusivity.
Apricot�This color is commonly used to convey sweetness, gentleness, and warmth. It conveys �a sense of nurturing and caring, which could be a good fit for the values of empathy and taking care of people.
Apart from the listed tones, Rose Pink, Lavender Green Mint and Goldenrod have been suggested as the colors representing kindness, creating relationship, empathy and support. Taking that into account, we should incorporate one of them which will serve as the accent color to the primary Blue.
07
COLOR PALETTES
Based on the research data, company values, stakeholders suggestions and modern color trends, we put together combination of vivid blue tones that are providing sense of competency, professionalism, energy, stability and communication.
Blue is versatile and can convey a range of emotions and ideas, including trust, stability, reliability, and intelligence. A monochromatic palette of blues is great choice for businesses looking to stand out in a crowded marketplace.
Color palette #1
08
Tertiary colors
Primary colors
Secondary colors
Logotype in the proposed colors
09
Default dark
Default inverted
Black and white
All white (for uniforms)
Colors used in the new logotype
Examples of using proposed palettes. Prints
* This is NOT an actual design, only few examples on how new brand colors may look on our products
10
Examples of using proposed colors. Internet
11
Color palette - Option 2
Accent colors
08
Primary colors
Secondary colors
Logotype in the proposed colors
09
Default dark
Default inverted
Black and white
All white (for uniforms)
Colors used in the new logotype
Examples of using proposed palettes. Prints
* This is NOT an actual design, only few examples on how new brand colors may look on our products
10
Examples of using proposed colors. Internet
11
TYPOGRAPHY
When selecting typefaces for the branding project, we considered the brand's identity, legibility across different mediums, versatility, consistency with the brand's visual identity, licensing and budget, and accessibility for people with visual impairments. The chosen typefaces were both aesthetically pleasing and functional for the brand's needs.
| |||||||
Aesthetics �and modernity | 5 | 5 | 5 | 5 | 5 | 4 | 5 |
Readability �and accessibility | 5 | 5 | 4 | 5 | 4 | 4 | 5 |
Font-family variety | 3 (7) | 5 (18) | 4 (14) | 3 (5) | 4 (14) | 4 (10) | 5 (18) |
Versatility | 5 | 5 | 4 | 3 | 4 | 3 | 5 |
Consistency | Y | Y | Y | Y | Y | Y | Y |
Licensing | Y | Y | Y | Y | Y | Y | Y |
Comments | All is perfect except for the width variety. No italic available. All languages of the world included | The numeric symbols can be challenging in the design process | Kerning is very poor �in smaller font sizes | Limited language selection, means some alphabetic symbols may be missing | This font is not available in Figma at this time. Kerning is very poor in smaller font sizes | Kerning �is not very accurate | Although not the most elegant font, �no flaws have been detected |
Total score | 18 | 20 | 17 | 11 | 17 | 15 | 20 |
Font selection considerations
Option #1 Mulish
Option #1 Mulish
Selected fonts in the logo tagline. Mulish
Option #2 Manrope
Option #2 Manrope
Selected fonts in the logo tagline. Manrope
Option #3
Plus Jakarta Sans & Inter
Option 3 presents a duo of complementary typefaces that work in perfect harmony. The versatile Jakarta Sans serves as an eye-catching display font, while the sleek and readable Inter font takes on the role of a reliable body font. Together, they form an accessible combination that enhances the aesthetic appeal and legibility of any design.
Auction-based selling: the one-stop-shop for cleaning space
Unlock value by selling smarter not harder
Decide what you want to sell, we handle the hard work of getting it sold. We promote your auction online creating competition for your items. You choose the pickup day that works for you. Only verified buyers arrive on-site for pickup. We collect all payments, no need to spend hours handling hundreds of time-consuming negotiations.
Display Type
Plus Jakarta Sans
Body Type
Inter
Option #3
Plus Jakarta Sans
Option 3 is an accessible combination of Jakarta Sans and Inter, with the former serving as an eye-catching display font and the latter as a reliable body font for enhanced aesthetics and legibility.
Option #3
Plus Jakarta Sans
Option 3 is an accessible combination of Jakarta Sans and Inter, with the former serving as an eye-catching display font and the latter as a reliable body font for enhanced aesthetics and legibility.
Option #3
Inter
Option 3 is an accessible combination of Jakarta Sans and Inter, with the former serving as an eye-catching display font and the latter as a reliable body font for enhanced aesthetics and legibility.
Option #3
Inter
Option 3 is an accessible combination of Jakarta Sans and Inter, with the former serving as an eye-catching display font and the latter as a reliable body font for enhanced aesthetics and legibility.
Selected fonts in the logo tagline.
Option #1
Plus Jakarta Sans & Inter
Option 1 presents a duo of complementary typefaces that work in perfect harmony. The versatile Jakarta Sans serves as an eye-catching display font, while the sleek and readable Inter font takes on the role of a reliable body font. Together, they form an accessible combination that enhances the aesthetic appeal and legibility of any design.
Auction-based selling: the one-stop-shop for cleaning space
Unlock value by selling smarter not harder
Decide what you want to sell, we handle the hard work of getting it sold. We promote your auction online creating competition for your items. You choose the pickup day that works for you. Only verified buyers arrive on-site for pickup. We collect all payments, no need to spend hours handling hundreds of time-consuming negotiations.
Display Type
Plus Jakarta Sans
Body Type
Inter
Extra Light, Light, Regular, Medium, SemiBold, Bold, and ExtraBold.
Option #2
Manrope
Option 2 presents…Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin suscipit augue vel ipsum volutpat, vel efficitur magna bibendum. In hendrerit mollis elit, vitae egestas nibh porta sit amet. Sed ultrices magna vitae est ultrices, id condimentum magna lacinia. Mauris nulla metus, vulputate sit amet tempor quis, aliquam sed ipsum.
Auction-based selling: the one-stop-shop for cleaning space
Unlock value by selling smarter not harder
Decide what you want to sell, we handle the hard work of getting it sold. We promote your auction online creating competition for your items. You choose the pickup day that works for you. Only verified buyers arrive on-site for pickup. We collect all payments, no need to spend hours handling hundreds of time-consuming negotiations.
Header
Manrope
Subheader + Body
Manrope
Extra Light, Light, Regular, Medium, SemiBold, Bold, ExtraBold, and Black.
Option #3
Mulish
Option 2 presents…Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin suscipit augue vel ipsum volutpat, vel efficitur magna bibendum. In hendrerit mollis elit, vitae egestas nibh porta sit amet. Sed ultrices magna vitae est ultrices, id condimentum magna lacinia. Mauris nulla metus, vulputate sit amet tempor quis, aliquam sed ipsum.
Auction-based selling: the one-stop-shop for cleaning space
Unlock value by selling smarter not harder
Decide what you want to sell, we handle the hard work of getting it sold. We promote your auction online creating competition for your items. You choose the pickup day that works for you. Only verified buyers arrive on-site for pickup. We collect all payments, no need to spend hours handling hundreds of time-consuming negotiations.
Header
Mulish
Subheader + Body
Mulish
Extra Light, Light, Regular, Medium, SemiBold, Bold, ExtraBold, and Black.
Takeaways
12
The process of developing an ideal brand design is a thoughtful and iterative journey �that requires careful consideration of all aspects, as outlined in our presentation. �Our team has put in significant effort to identify and justify our color and typography choices, including proposing various color palettes and typefaces and presenting examples of how they can be applied to our brand.
However, we understand that color and font preferences are subjective and can vary among our stakeholders, including buyers and sellers. As such, we welcome feedback, criticism, and discussions to ensure that we achieve the best possible outcome for �our brand. �Our commitment to this process is unwavering, and we will continue to work diligently to create a brand foundation that resonates with all parties involved.
Thank you for your time and consideration, and we look forward to sharing our progress with you!