As I mentioned in my last post, we have moved! Just a couple of doors down from the old shop, but now we have a wonderful open floor plan (good-bye inner wall), that is much more shopper friendly. We are very excited to have this new space.
We knew when we decided to make the move that we were going to need to have our logo re-installed on our new front window, so we decided that this was the best time to re-brand. We had been re-considering our tagline for some time, but when we first opened the shop in February, we weren’t sure how to categorize ourselves so we choose “stationery & gifts.” That tagline didn’t end up defining our product as well as it could. We have also added letterpress since our opening and wanted that included in our new tagline.
Here is a peek into the thought process we had in creating our new branding.
THE MOOD BOARD
When I start any branding project, I generally start with a mood board that visually reflects the “vibe” or “feel” that the client is trying to project. Here our mood board says fresh, vintage with a modern flair, soft, delicate, feminine and clean. Our main shoppers are women so I love having a brand that says fresh and fun, without being overly feminine (which is why we replaced the pink with orange). We also replaced our old darker green with a lighter bright kiwi, which is more fresh and modern. Lovely, yes?
IMAGE CREDITS: CARD BOX | OUTDOOR SETTING | PLANT | TYPEWRITER
There were several preliminary logo designs created before committing to our final design. We knew right up front that we wanted a badge logo so that gave us an easy starting point. We also knew that we wanted orange to replace the pink (orange is also our favorite color).
I wanted a script-y looking type design that wasn’t a true script and I was looking to pair that with a clean serif that had a book, semi-bold and bold to give us the most versatile use. I find it fun & useful to create a few repeat patterns, to go along with your branding, so that they can be used on promotional materials or for shop decor. I will be using these patterns for paper garland in the shop and also for print design.
Our new badge style logo makes a fabulous stamp for our bags & other promo materials. Our new tagline is “letterpress and handmade goods” which defines both what we do and our product. We want everyone who chooses to shop with us to know right away that not only do we design all of our own artwork, we also want them to know that each product is individually made.
We are also SUPER excited to be doing a letterpress business card this time around - yeah! With letterpress, I generally print on 110# cotton stock, but with a deep impression so in most cases, my letterpress designs do not work double-sided. Our new business card is going to be a 1 sided, 1 color card with an additional blind emboss. The type color will be the Mandarin Mist and the logo will be blind-embossed, which means no ink, just a beautiful deep impression. I will post a photo as soon as I get them printed so that you can see them.
FINAL BRANDING STEPS
Once your branding package has been created, the final steps are to use your branding consistently throughout your business. Stick with your chosen colors & typefaces for all print design, signage, wall decor, ect. Be sure to include your logo on everything possible. We told our nephew we were going somewhere that was a surprise and his clue was that it was red (we meant one of the Winterset covered bridges) but his first guess was TARGET! Why, because they use red in all of their ads, logo design, flyers, ect. The more you can use your branding, the quicker clients will start recognizing it as well.
We hope you enjoyed our branding post. We are super excited to be re-opening in our new location this Thursday. I will probably be printing this gorgeous business cards at the shop, so stop by and say hello!