She's a young entrepreneur. Frequent interaction with property owners, contracts, and other legal requirements demand her to look trustworthy and reliable. With this in mind, she decided to invest in her business' image by requesting brand identity design from me.
When we think of something clean and organized, thoughts are directed to white spaces and minimalistic areas; simple and clean attributes functioned as guidelines to develop the business identity.
Core concepts and sketches
Minimal Clean Simple Sophisticated Trustworthy
After a couple iteration meetings, the final logo was approved; a monogram. A letter "J" is the initial of the founder's name and the O for Organize hinting to a check mark normally seen in to-do lists) inside a circle.
Color palette and patterns
Clean but bold blue with a contrasting white to simplify brand systems. Gray and mint to accentuate. Black shouldn't be used.
Due to the anatomy of the type, we decided to stick to a simple and legible font; Gotham in two weights (bold and extra light). The benefits of using this typeface: (1) High contrast between weights, (2) simplicity, (3) readability and legibility, and (4) add a modern but professional feeling.