BLANK describe themselves as easy, effortless, and stylish, and we wanted the color pallette to reflect this. We chose colors inspired by the natural materials used in BLANK’s essential collections, included blues, greens, and neutral hues found in nature. These colors are relatable and evoke feelings of comfort and style.
We created two palettes for both winter and summer. While they share the same principles, we wanted to make sure the brand evolved throughout the year and stayed relevant for the season. This is especially important when when using colors in social media and advertising campaigns.
From the outset, BLANK wanted the logo to be something their customer would instantly recognise. We created two versions and provided a full family of logos to give the brand a wide range of versatility and potential for brand recognition across all areas, whether in store or online.
We went for a secondary logo with a more fun and relaxed vibe. The alternative letter composition gave the brand flexibility when using it across packaging and social media campaigns. Having these two versions alongside the submark and brand icon created a seamless brand experience.
The submark, the final type of logo, is the most simplified, compact ‘mark’ of the logo family. However, we wanted it to be able to sit strongly on its own and speak for itself. We took the B and flipped it on its side and then introduced the curser line to sit under it. They loved the mixture of curves and straight lines.
The submark can be used to support the brand in places where the brand name already appears in plain text (as to not be too repetitive) or in places where the other logo variations would be too large and the text would be compromised, such as social media profile pictures and web favicons.
The brand icon, an extension of the submark, contributes to gaining brand recognition. The icon is not to be used alongside the primary or secondary logo, but rather as more of a ‘badge’ on clothing and merchandise.
BLANK’s primary font is Bienvenido, a Sans Serif Font. The typeface is designed based on traditional geometric construction, with little details like clean vertical cuts and optimized sharp corners, which give it a smooth and refined look. We felt this type worked perfectly across the brand for headers and titles, as it has a lot of personality but remains approachable, welcoming, and most importantly - stylish.