STAY AWESOME After all the hard work put into creating a cohesive brand design, we want to make sure it stays that way when it heads out into the world. Following these guidelines will ensure the logo is used in a way that upholds the aesthetic standards and keeps your brand looking professional and consistent.
WARM ROMANTIC PLAYFUL MOODBOARD Jarrod J’s brand is warm and earthy with a romantic sense of adventure. His work is set apart from the rough and gritty adventurous photographers – his couples tend to like getting fancied up for their shoots, but they’re not afraid to climb a mountain in a dress or get desert sand in their shoes. For that reason, the use of clean white space and refined illustrations help give the brand a more sophisticated feel. Yet, the loose calligraphic style adds a personal touch and keeps it feeling playful and spontaneous. The warm natural tones are not only frequently found in Jarrod’s work, but color psychology suggests these colors are down-to-earth, approachable, and genuine – all feelings couples should have about Jarrod and his work.
MINIMUM SIZE The smallest the logo should be represented is 1.5â€? wide.
PRIMARY LOGO Jarrod Jâ€™s primary logo is personal and down-toearth, as the lettering style feels like a handwritten signature. The rapid italicized style also gives it a sense of movement and spontaneity. The hand-drawn roughness adds to the outdoorsy and adventurous nature of the brand, while the uniformity of the letters keeps it feeling sophisticated and professional. This is the main logo that will be used across primary brand applications. This trademark helps audiences easily identify the website, social media presence, ads, and other materials, and enhances the professionalism of the brand. It is essential to the success of the brand that the logo always be applied with care and respect in every application according to these guidelines.
SECONDARY LOGOS Jarrod J’s secondary marks can be used in replace
A) JJ monogram B) mongram badge
of the primary logo (but should never be used directly next to the primary logo). For instance, don’t use C as the profile picture if the primary logo is used for the header – it looks repetitive and isn’t a good use of the brand elements. The monogram can be used when the full primary
C) Jarrod J badge D) storytelling badge
logo is not necessary or in cases where the brand name is already displayed in plain text. For example, the monogram could be used as a profile picture on Instagram since the username will be adjacent to it in plain text.
E) storytelling tagline F) Jarrod J wordmark (without “photo”)
COLOR USAGE The color usage for Jarrod J is fairly minimal. The logo will mostly be used in black or white (A, B, D), but can also be used in a solid brand color (C).
CLEAR SPACE To ensure legibility, always keep a minimum clear space around the logo. This space isolates the mark from any competing graphic elements like other logos or body copy that might conflict with, overcrowd, and lessen the impact of the mark.
The minimum clear space is defined as the height of the J loop. This minimum space should be maintained as the logo is proportionally resized.
PHOTO BACKGROUND There are a couple ways the logo can be used on photographic backgrounds, but each option should be exercised with care, making sure the logo and type arenâ€™t obstructed by the image. In most cases, you can use either a solid white or solid black logo on top of a background image. TIPS: 1. Photos with shallow depths-of-field work best. 2. Avoid busy images with too much detail. 3. Applying a darker transparent overlay on an image helps makes text more readable.
A. Don’t rotate the logo. B. Don’t squash or stretch. C. Don’t place elements in the logo clear space.
UNACCEPTABLE USAGE A few rules are necessary for maintaining the integrity of the brand. Don’t compromise the overall look of the logo by rotating, skewing, or distorting in any way – that includes adding unnecessary and
D. Don’t resize any part. E. Don’t rearrange parts or create compositions that are not already provided.
unattractive text decorations like drop shadows and
F. Don’t add unofficial
outlines. Here are a few examples of some ways you
elements to the logo.
should NEVER ever consider using the logo. G. Don’t use off-brand colors. Reference the Color Usage section. H. Don’t add dropshadows or other text styles. I. Don’t contain the logo in a box when used on a background.
WORK WITH ME
For Love & Adventure WEDDING & LIFESTYLE PHOTOGRAPHY
Jarrod J is a San Diego based wedding photographer creating images for the modern romantic.
TYPOGRAPHY Typography is a powerful brand tool when used consistently. This set of typefaces best represent the approachable yet sophisticated feel of the brand and should be used across all print & web applications.
Use for headlines & body.
Libre Baskerville Regular
A B C D E F G H I J K L M
Web letter-spacing: .02em
N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0
MR EAVES SAN
Use for subheaders.
M R E AV E S S A N REGULAR
UPPERCASE Web letter-spacing: .3em
1 2 3 4 5 6 7 8 9 0
CMKY: 32, 37, 55, 3 Color is an integral part of brand identity. Consistent use of the color palette with not only reinforce the
RGB: 175, 151, 121 Hex: #af9779
cohesiveness of the brand, but color also serves a psychological purpose by communicating a certain feeling to your audience. SAND
The simple yet warm and natural color scheme
CMKY: 7, 8, 12, 0
allows Jarrodâ€™s work to shine, while also helping
RGB: 236, 228, 218
enhance the overall approachability of the brand.
FINAL COMMENTS If ever in doubt, just refer back to this guide or feel free to get ahold of me (firstname.lastname@example.org). These guidelines are fairly flexible and should allow for enough creative freedom to use the logos as you see fit while still making sure the brand looks its best across all applications.
BRANDING & DESIGN