Post One: Branding
Brand Overview
The brand is centred around selling newly built homes with a strong emphasis on quality and service. Customer satisfaction is prioritised throughout every aspect of the business, from marketing to the website to the app, ensuring that customers are delighted with their overall experience. The company’s mission is to provide homes that people are proud of, while the vision is to become a leading company in the real estate sector by leveraging emerging technology to enhance the customer experience. The brand is committed to excellence, innovation, and exceeding customer expectations in new home sales.
Brand Name
A common trend emerged during the research phase into existing companies specialising in selling newly built homes. It was noted that many of these companies derive their names from their founders. Examples include Beal Homes, Taylor Wimpey, Peter Ward Homes, and numerous others. This observation provides valuable inspiration for naming the new company, suggesting a personal touch that reflects the brand’s origins and values.
Informed by thorough research, I strategically adhered to this naming convention to cultivate authenticity in the branding and the company. Recognising the commonality of surnames such as ‘Ward’ within the industry, I merged my first and last name, yielding ‘Wardell.’ Complementing this with ‘Homes’ maintains consistency with industry standards. As such, the chosen brand name is Wardell Homes.
Colour Palette
Selecting the appropriate colour palette is crucial as it establishes the brand’s tone and conveys its mission through colour psychology. The initial step involves identifying the emotions the brand seeks to evoke. By pinpointing these emotions, selecting the suitable colours to convey them effectively becomes possible.
Tones and Emotions
The brand aims to elicit three primary emotional responses from customers: security, newness, and happiness. Given that customers often experience anxiety, whether due to financial concerns or embracing change, the company seeks to alleviate these feelings by instilling a sense of security and happiness. As the company specialises in newly built homes, the emotion of newness holds significant importance. It symbolises a fresh start, appealing to existing homeowners and first-time buyers and signifies the beginning of a new chapter in life.
- Security – Providing the customer with a sense of security is extremely important, as the most significant purchase an average person will make in their lifetime is a home. Therefore, choosing the correct colours in the branding was paramount to portraying this feeling effectively.
- Newness – Creating a sense of newness is also essential for the company’s mission, as the company’s entire focus is selling newly built homes. I want the customer to feel like they are stepping into a fresh start, where they can begin a new chapter of their lives. Hence, choosing the right colour to portray this feeling is essential.
- Happiness – The company’s mission is to create happiness, as the home is the foundation of a happy life. It’s not just about purchasing a property; it’s about investing in a future filled with joy and contentment. Buying a home can be very stressful, and some people may have to move reluctantly rather than on their own accord. Therefore, our branding’s colour choice ensures everybody feels joyful.
Referring to Colour Theory
Upon establishing the feelings to portray through colour, the colour theory was referenced to ensure that the right colours conveyed the right emotions. Given the aim to keep the palette minimalistic, only one primary colour was chosen, making selecting the right colours slightly difficult, as an emotion had to be sacrificed to convey one of the other emotions.
The primary colours selected to represent the desired emotions were green and blue. Green was chosen to convey security and newness, while blue was used to represent security. As mentioned earlier, a decision had to be made to sacrifice one emotion, which in this case was happiness, that uses yellow to portray the feeling. However, colour theory suggests that green can also evoke feelings of peacefulness, calmness, and soothing, all of which have the potential to contribute to a sense of happiness. Therefore, green was chosen as the primary colour. Blue was selected as a complementary secondary colour to represent security, reinforcing that emotion. The additional colours are monochrome, complementing the primary and secondary colours and will predominantly be used for the app and website design.
Final Colour Palette
Typography
In branding, fonts, like colours, play a crucial role in conveying a brand’s values and tone. Therefore, selecting the correct font is of paramount importance. The initial step in this process was to establish the desired tone, especially considering that new-build homes typically exude a modern aesthetic.
Moreover, the application of Jakob’s Law, a principle that underscores the importance of familiarity in design, was a significant consideration. Named after Jakob Nielsen, a renowned usability consultant and web expert, this law suggests that users are naturally drawn to designs that remind them of their past experiences with similar interfaces or elements. Harnessing this principle can significantly boost user comfort and engagement within branding strategies.
With these considerations in mind, Helvetica Neue emerged as the chosen font. Widely recognised and familiar, Helvetica Neue aligns with the principles of modernity and familiarity. This selection ensures brand identity consistency while facilitating user engagement and recognition.
In the application of Helvetica Neue, the choice of font weight varies depending on the context in which the text is being used. Bold weight is reserved for headings to provide emphasis and hierarchy, ensuring they stand out prominently. The medium weight is employed for subheadings, offering a balanced yet noticeable differentiation from the body text. Finally, regular weight is designated for all body text, providing clarity and readability while maintaining a cohesive visual presentation throughout the content. This systematic approach to font weight allocation ensures consistency and aids in guiding the reader’s attention effectively across different sections of the text.
Logo
During the research phase into existing companies, a notable trend emerged: many opted not to incorporate imagery into their logos, instead relying solely on their company name. While this trend was considered and could have been followed, it was deemed essential for the company to establish its own distinct identity. As such, the decision was made to create a unique logo that would visually represent the brand, setting it apart and solidifying its identity in the market.
Logo Inspiration
To initiate the logo-making process, I embarked on a journey of inspiration gathering, a crucial step that propelled me towards a promising start. Exploring various sources of inspiration, including existing logos, design galleries, and even nature or architecture, proved invaluable in sparking creativity and refining ideas. Each encounter with diverse styles, shapes, and colour palettes provided insights into what resonated with me aesthetically and what aligned with the brand’s identity.
Moreover, this exploration phase allowed me to identify emerging trends in logo design, ensuring that the final product would be both contemporary and timeless. By observing successful logos from various industries, I gained a deeper understanding of practical design principles and how they could be used in my project.
Moreover, the process of gathering inspiration was not just about sparking ideas, but also about providing a clear sense of direction and purpose. It guided me towards concepts and elements that would best represent the essence of the brand, ensuring that every design choice was intentional and meaningful. It enabled me to envision the logo’s potential applications across different mediums and contexts, ensuring versatility and scalability, and instilling a sense of confidence in the final product.
Initial Sketches
Once I had thoroughly explored logo inspirations, I transitioned into the next phase by drafting rough sketches. This hands-on approach allowed me to translate my ideas and concepts into tangible forms, facilitating the exploration of multiple design options. Sketching out various iterations and concepts ensured that I considered diverse possibilities before arriving at the final logo design.
Drafting rough sketches served several purposes in the logo design process. Firstly, it provided a platform for experimentation and creativity, allowing me to explore different visual elements, layouts, and compositions freely. This iterative process encouraged me to push boundaries, refine ideas, and uncover innovative solutions that may have yet to be apparent.
Final Logo
Once I completed the rough sketches, I refined them to create my final logo. I wanted to incorporate the letters “W” and “H,” which are the brand’s initials. This allowed the logo to represent the brand identity without needing the brand name to be prominently displayed everywhere.
I manipulated the letters “W” and “H” to form subtle imagery conveying the brand’s essence. In this case, I envisioned the logo resembling a house, a fitting representation for a company specializing in newly built homes. I strategically adjusted the shapes of the letters, adding elements such as windows to evoke the imagery of a house while still maintaining the integrity of the initials.
I was refining the initial sketches, which involved carefully considering form, proportion, and symbolism to ensure that the final logo effectively communicated the brand’s identity and values. By thoughtfully integrating the initials with subtle imagery, I created a visually striking and meaningful logo that captured the brand’s essence while remaining versatile and memorable.
Iconography
I started by creating a rough icon library to indicate the types of icons planned for use in the app and web design. Since I had yet to develop any specific designs for the web or app, this task presented some challenges in accurately portraying the full range of icons needed at this stage. However, I included a selection of icons that would be essential, considering functions such as navigation, tools, and features commonly found in similar applications. While this initial library may only encompass some of the icons required, it is a starting point for further development and refinement as the designs progress.
Brand Applications
Now that the branding has been established, it’s essential to demonstrate how the brand will be applied across various stationary items. This is a best practice to ensure consistency and coherence in brand representation. Below, I outlined how the branding will be used for essential stationary items such as business cards and letters:
- Business Cards: The business cards will strategically position the company logo as the primary visual element, aiding brand recognition. The logo will be prominently displayed on one side of the card, while the other will house essential contact information like the office address, phone number, email address, and website. The font used for the contact information will align with the chosen brand typography, ensuring visual harmony across all branding materials.
- Letters: In the case of letters or correspondence, the brand identity will be incorporated into the header of the document with a slight watermark in the background. This will typically include the logo aligned with the company name and possibly the tagline, if applicable. The font used for the body text of the letter will match the typography selected for the brand, ensuring a cohesive and professional appearance.
By applying the brand consistently across these stationary items, the company will establish a solid and recognisable identity in all its communications. This consistency reinforces brand recognition and trust among stakeholders and helps to maintain a unified brand image across various touchpoints.
Brand Style Guide
As with all well-established companies, the collaborative process of creating a comprehensive style guide is essential to maintain consistency in branding across the organisation. The style guide serves as a reference document that outlines how various aspects of the brand should be applied to ensure uniformity and coherence. Here’s what the style guide, a product of my efforts, will include:
- Brand Values: A section detailing the core values and mission of the brand, serving as a reference point for aligning all branding efforts with the company’s overarching goals and principles.
- Logos and Usage: Detailed guidelines on the usage of the company logo, including variations, acceptable colour schemes, minimum size requirements, and clear space rules.
- Colour Palette: This section provides a comprehensive overview of the brand’s colour palette, including primary, secondary, and accent colours. It also outlines the hierarchy of colours and provides guidance on when and where each colour should be used to maintain visual consistency.
- Typography: This section provides guidelines on typography, including selecting primary and secondary fonts, font weights, sizes, and styles. It also specifies where each typeface should be used for headings, body text, or captions.
- Web Assets: Detailed specifications for web assets, including the sizes and proportions of icons, buttons, images, and other graphical elements. This section will ensure that web designers and developers have clear guidance on implementing the brand’s visual identity online.
By compiling these elements into a comprehensive style guide, the company ensures that all stakeholders have a clear understanding of how to represent the brand consistently across various platforms and communications. This not only fosters brand recognition and strengthens brand integrity, but also reassures us of the trust and credibility we can build with audiences through this unified approach.
Brand Guidelines
Brand guidelines serve a similar purpose to style guides but focus more on providing detailed instructions on how each aspect of the branding should be applied and how not to use them. These guidelines are designed to be simple and easy to follow, following the common trend of well-known brands such as Facebook to ensure clarity for the reader. Each section of the brand guidelines contains a comprehensive list of dos and don’ts, accompanied by examples to illustrate each point effectively.
How the post contributes to the project’s objective
The establishment of Wardell Homes served as a tangible example, providing a real-world context to showcase the application of technological innovations in real estate.
Time Management Reflection
The branding process for Wardell Homes took a few extra days than initially planned, mainly due to incorporating additional assets such as guidelines and the style guide, which I hadn’t initially accounted for.
References
Colour
- Color psychology: How do colors affect mood & emotions? (2023) London Image Institute. Available at: https://londonimageinstitute.com/how-to-empower-yourself-with-color-psychology/ (Accessed: 28 February 2024).
- Kendra Cherry, Mse. (2023) What does the color green mean?, Verywell Mind. Available at: https://www.verywellmind.com/color-psychology-green-2795817 (Accessed: 28 February 2024).
- Maybray, B. (2023) Color psychology: How to use it in marketing and branding, The Hustle. Available at: https://blog.hubspot.com/the-hustle/psychology-of-color#:~:text=Color%20psychology%20is%20research%20about,on%20personal%20preferences%20and%20culture. (Accessed: 28 February 2024).
Style and Guidelines Inspiration
- Bicaku, E. (2023) 22 brand guidelines examples to Inspire Your Brand Guide | Looka, Looka. Available at: https://looka.com/blog/15-brand-guidelines-examples-to-inspire-your-brand-guide/ (Accessed: 28 February 2024).
- Facebook standards manual (2021) Branding Style Guides | The design standards manuals directory. Available at: https://brandingstyleguides.com/guide/facebook-brand/ (Accessed: 28 February 2024).
- Tomboc, K. (2020) 5 compelling visual brand identity examples to Inspire your own, Simple Infographic Maker Tool by Easelly. Available at: https://www.easel.ly/blog/visual-brand-identity-examples/ (Accessed: 28 February 2024).
- Épinglé par Nesha Woolery: Business mento sur color palette inspiration: Couleurs Maison, Nuancier Peinture, inspiration couleur (2019) Pinterest. Available at: https://www.pinterest.co.uk/pin/AV7kWmy2YeBlC3EaF6M6no-LPzqyC7CPcEXdNQLASGMUxrFLZcmTLDI/ (Accessed: 28 February 2024).
Typography
- Chung, E. (2023) Jakob’s law: Creating familiar and user-centric interfaces, LogRocket Blog. Available at: https://blog.logrocket.com/ux-design/jakobs-law-creating-user-centric-interfaces/#:~:text=Jakob’s%20Law%20states%20that%20%E2%80%9Cusers,other%20sites%20they%20already%20know.%E2%80%9D (Accessed: 06 April 2024).
- Helvetica neue in action (2024) Typ.io. Available at: https://typ.io/fonts/helvetica_neue?utm_content=cmp-true (Accessed: 01 March 2024).
- Helvetica font: The timeless icon of modern typography (2023) Z Square Studio. Available at: https://zsquarestudio.com/helvetica-font-the-timeless-icon-of-modern-typography/#:~:text=Designed%20in%201957%20by%20Swiss,design%2C%20clarity%2C%20and%20versatility. (Accessed: 06 April 2024).
- Relic, J. (2024) Brand typography: How to find the right fonts for your brand (2023 guide), DesignRush. Available at: https://www.designrush.com/agency/logo-branding/trends/brand-typography#:~:text=Typefaces%20and%20fonts%20convey%20the,way%20than%20old%2Dfashioned%20serifs. (Accessed: 06 April 2024).
Images
- A living room with that welcoming farmhouse feeling (no date) IKEA. Available at: https://www.ikea.com/gb/en/rooms/living-room/gallery/a-warm-farmhouse-living-room-filled-with-elegant-details-pubaaa46b30 (Accessed: 28 February 2024).
- Living room ideas for any style, taste and home (no date) IKEA. Available at: https://www.ikea.com/gb/en/rooms/living-room/ (Accessed: 28 February 2024).