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Change the way you think about marketing.



3Brand Identity 9Our Colors 11Our Fonts 13Logo Usage 15Our Messaging 2

17Photo Usage

Brand Identity

Our brand indentity is based around simplicity and direction. We want to make it as easy as possible for our audience to get the information they need.



Johnson Jones started in 2017 after moving from video focused marketing for nonprofit organizations. The two co founders Mitchel Johnson and Dillon Jones have been partners in marketing companies since 2014. They started Johnson Jones as a way to break into full service marketing, and to help clients grow their businesses holistically, rather than offering only creative services.


Brand Personality

SimpleIt is our goal to distill down complex strategies into digestible chunks. TransparentWe are open and honest, always. With our clients and co-workers. Unorthodox We don’t try to fit the mold. We innovate through experimentation.


Brand Promise

To inspire meaningful connections and nurture relationships.


Brand Story

Johnson Jones began in 2014 when owners Mitchel Johnson and Dillon Jones left the music industry to disrupt the marketing industry. “We saw company after company paying too much for pretty bells and whistles but lacking a real return on marketing dollars. That’s when we decided to approach marketing with a sales mentality to bridge the two departments and see tangible results� -Dillon 7

Brand Story

What started as a small project has turned into a network of business owners sharing and receiving information to better connect with their consumer. “The value we provide comes at absolutely no cost. We can provide you with the thought leadership to succeed in your industry. We only get paid when it is something you don’t have the interest or time to pursue. Then we act as your marketing team.” 8

Our Colors

Stick to our basic navy and white two-color palette. Use shades of navy to highlight words, and white for headlines on a blue background. Red will be used for all call-to-actions, and light blue for secondary items.


Primary Color Palette Navy

Soft white

Navy 2

Navy 3





Secondary Color Palette



Light blue

Light blue 2 Light blue 3 Black steel






Our Fonts

We work with two fonts. Capitalize the first letter of every word of headlines, and leave room for the text to breathe.


Page Headline 72 point font on letter sized paper. Should only be followed by short body or no text.

Oswald - Medium

Short Body 36 point font on letter sized paper. Use this following a sub-headline or a page headline.

Oswald - Medium Sub Headline 18 point font on letter sized paper. Use this with or without a line. It should be followed by a body paragraph in small print or short body..

Oswald - Medium Small Print 14 point font on letter sized paper. Small print should be used only following a sub-headline or another small print paragraph. Avenir - Book


Our Messaging

We communicate in a way that lets audiences know we are here to help. We are confident in what we say, and always aim to show our genuine personality.

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HelpfulOur messaging should let readers know that it is our goal to help them advance to their goals. ConfidentWe have done the research and experimentation. Our audience should know we aren’t second guessing any decisions. PersonableOur communication goal is to be accessible to audiences at any budget. We can’t move forward unless they are comfortable reaching out to us. 16

Logo Usage Use common sense with background and foreground colors. Try to always use blue and white, but switch to black and white when not working with our brand color palette. The plus sign can be used for square and circle profile pictures, and to sign pages. 13 7

White Logo

Blue Logo

Plus Sign


Photo Usage

We have four photo options, all strictly relying on our brand colors, for both photo overlay and text.

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Photo usage


Photo usage

With text.

With text.

Photo usage

Photo usage

Photo usage

With text.

Desaturated photo No text

Photo usage

With text.

Desaturated photo White layer- normal 80% Navy text

With text.

Desaturated photo Navy layer- hard light 80% White text

With text.

Desaturated photo Light blue layer- normal 80% Navy Text

Reach Out.

763 913 0129 7001 Fremont Ave N., Minneapolis, MN 55430


Johnson Jones-Brand Guidelines-030918-v2  
Johnson Jones-Brand Guidelines-030918-v2