Initial sketches start to take shape. I find design works best starting with a quick sketch and refining from there.
Successful logo designers have used this method to elevate small-time businesses to world-wide phenomenons.
As the process continued, two marks stood out. So I built them out, analyzing both directions thoroughly.
At this point, the client approved the bold serif italic typeface contrasting with thinner san serif type over the slash concept. In experimenting with colors, the client wanted a green shade. Also, I experimented with small graphics to dot the eye.
The Style Guide
When all was finalized, a style guide was put in place that ensured a consistent and striking brand. Only two font styles are used for the logo: Museo Slab Italic and Avenir Medium.
Avenir is the primary font used for the logotype/logo wording and body text. Museo Slab is to be used as the standard when stronger emphasis is needed, such as in: stationary, website design, brochures and all forms of general correspondence.
Museo Slab is a robust slab serif that consists of 6 typeface widths: 100, 300, 500, 700, 900, 1000. Each of the 6 type widths contains italic versions.
Likewise, Avenir includes 6 typeface widths: 35 Light, 45 Book, 55 Roman, 65 Medium, 85 Heavy, and 95 Black. The huge variety of font weights and widths will ensure immense flexibility, and consistency for the future growth of Prime Buyers identity.
The colors green ( #25AA0E) and grey (#2D302F) are the color scheme associated with this brand.
The website utilizes these colors and supplemental illustrations to pull the PrimeBuyers brand together.
As a complete visual identity system, complete branding efforts included graphic design, typography, web design, color scheme, icon design, infographic design, and illustration. In order to marry these elements together, it was very important to employ brand consistency. My ultimate goal was to make certain that every touch point was on-brand to every seller, buyer, vendor or partner.