TABLE OF CONTENTS 1.0 Research 1.1 Abstract 1.2 Communications Audit 1.3 Competitive Audit 1.4 SWOT Analysis 1.5 Creative Brief 1.6 Demographics
2.0 Creative Solutions 2.1 Competition 2.2 Design Research 2.3 Moodboard 2.4 Logo Development
3.0 Style Guide 3.1 Brand Description 3.2 Brand Implementation 3.3 Logo Usage 3.4 Typography 3.5 Graphics
4.0 Style Guide 4.1 Business Presence 4.2 Digital Media 4.3 Print Advertising 4.4 TV Advertising 4.5 Graphics
LOGO USAGE Original Logo
PINTEREST PIN PINTEREST B&W
Black & White
The existing Pinterest logo along with the color scheme can be perceived as more feminine. The swirls in the letters are reminiscent of retro styles and calligraphy. The new logo is a two toned image with “Pin” in blue and the rest of the text in a gradient white. The logo translates well to black and white and still maintains a consistent and dynamic look. The design is meant to attract a more masculine user base but is still modern and stylish enough to not turn the existing user base away from it.
A modern and crisp artistic direction was chosen for the campaign. The target audience is hip and connected to technology, favoring clean lines rather than curly fonts and more effeminate colors. The Pinterest logo is versatile, as the logomark of the brand is contained within the logo itself. The P with the pointed end is a subtle reference to the pinboard environment of the site without appearing silly or cartoonish. The logo and logomark require a sufficient amount of white space in order to be truly effective. The logo should be placed similarly to the design below, adjusting for an added tagline if needed. The Pinterest logo’s impact is
PINTEREST FIND IT. PIN IT. SHARE IT.
A PIN FOR EVERY THING.
Some variation of the Pinterest logo are allowed, such as adding a tagline or using a different color for the “Pin” portion of the text. The tagline is to be centered or right justified or can be placed above the logo, left justified. Colors from the color palette are permitted to be used as background colors as long as text is still readable. In addition, adding a box around the text with a white background is allowed in order to make the text stand out if placed above a photo.
Brand consistency is the key to the campaign’s success. Certain restrictions are applied to the branding of the Pinterest logo and taglines. The logo text is not to be placed atop dark photos or colors which could impede readability. The Pinterest lettering is to appear on the same line at all times. Colors that do not belong to the approved color scheme are not to be utilized. In addition, font usage is to be consistent across all media, with capitalized League Gothic as the Header font and Helvetica Neue used for body text. The subheader font is League Gothic with regular capitalization rules applied.
FIND IT. PIN IT.