A brand identity is a collection of visual assets such as patterns, images, the logo and its respective variants, and more. When these elements come together is creates a consistent visual identity that relates to your audience.
Logo design is the initial visual representation of your overall brand and makes an initial impression. Logo design is an important discipline, but doesn't achieve the desired result without a complete brand identity.
TipTree's initial logo and brand had a few issues.
There was a significant lack of consistency in their marketing materials which lead to confusion for their audience. In addition, their logo didn't communicate much to their target audience: musicians.
I stripped the overplayed script font and created a bold brand that included a vinyl record as their main brand image. I stripped down their brand assets and implemented a color palette with corresponding color use percentages.
Create a brand that is bright, fun, with bit a humor. They wanted a cartoon-style mascot logo and a brand that would turn heads when implemented on their food-truck design.
I created a cartoon of a chicken with an aviator helmet, bursting through a backdrop. Their colors are bold - orange, yellow, bright blue, and deep maroon. These created high contrast, perfect for a food truck. I completed this with a bold slab-sans-serif font that screamed “come and get it” and a fun, script font that kept it casual.
This was a custom brand and mascot. It’s been nearly three years and the food-truck is going strong. They’ve won the title “best of the west, wing fest” and have continued utilizing this brand to sell their best mother-cluckin’ wings.
Creating a modern logo that incorporated the following elements: state of Minnesota, soccer ball, and a wave. This needed to be simple enough to be seen well when printed on jersey’s and other merchandise.
I scraped their old logo, but kept the badge design they were attached to. Rather than placing all the elements they wanted in the badge, I made the focal point the “wave” and placed the pattern of the soccer ball in the background, subtly. This kept the logo simple for print, while embodying all the keywords they requested.
This was a brand re-design done pro bono and no data was collected. The design has been well received by the community and I was issued a very enthusiastic “thank you” from the club.
TipTree.io wanted to better communicate who they are and what solutions they offered their audience. They offer a subscription based platform for musicians that allows musicians to collect tips, create landing pages, and utilize email marketing to communicate with fans. They want this to be a seamless platform that improves musicians lives and gives them more time to do what they love, play music.
I simplified their color palette to focus on the yellow they had. Yellow communicates joy and energy, perfect for this platform. The font-pairing was also simplified and bold to make an impact. The logo included a vinyl record to resonate with their audience - as well all know, vinyl's have made a comeback.
Since launching their brand-redesign coupled with their landing page re-design (also performed by me) they reported a 22.6% increase in conversion after doing an A/B test of their old brand and site against the re-design.
Need help picking the option that suits your business best? Schedule a quick call and get your questions answered.
Schedule A Google MeetI will definitely be coming to her for any of my branding needs! Thank you!
Abbi is incredible. I love how my website turned out.
Abbi has done such a wonderful job and we have really enjoyed working with her! We would highly recommend her for any website, design, and photography needs that you have!
AMUX Designs is located in St. Paul, MN and serves clients across the states and the UK.
email: info@abigailmercer.com
"The alternative to good design is always bad design. There is no such thing as no design."
- Adam Judge -
