BLANK describe themselves as easy, effortless, and stylish, and we wanted this to come through from the color palette. The color palette was inspired by natural materials seen in BLANK’s essential collections. Nature played a part in choosing the colors, which suggested the use of blues and greens. These colors are relatable and we wanted them to evoke feelings of comfort and style.
We created two palettes for winter and summer. Both have the same principles but we wanted to make sure the brand evolved throughout the year, especially when they used the colors across social media and campaigns. It was important for us to make sure the brand stayed relevant seasonally.
BLANK were keen from the outset for the logo to be something their customer would instantly recognise. We created two versions.
Having a full family of logos, gave the brand a wide range of versatility and potential for brand recognition across all areas, whether in store or on email. The secondary logo created a more fun and relaxed vibe. The alternative letter composition allowed the brand to have flexibility using this across packaging and social media campaigns. Having these two versions alongside the submark and brand icon created a seamless brand experience.
The submark is the final type of logo and is the most simplified, compact ‘mark’ of the logo family. However, we wanted it to be able to sit strongly on its own and be able to 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 curved 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. E.g. social media profile pictures and web favicons.
The brand icon is an extension of the submark and is something that will contribute to gaining brand recognition. The icon is not to be used alongside the primary or secondary logo but rather it is to be used more of a ‘badge’ on clothing and merchandise.
BLANK’s primary font is Bienvenido is a Sans Serif Font. The typeface is designed based on traditional geometric construction, with little details like clean vertical cuts and optimized sharp corners gives this font 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 still remains approachable, welcoming and most importantly stylish.