The color palette has been developed to support and align with the brand strategy.
It portrays Joanna in ways that are direct, yet subtle. Focused and bold application of color conveys confidence and decisiveness.
Orange symbolizes that Joanna is creative, open and enthusiastic. Navy represents trust and stability, while giving the palette a sophisticated edge. White indicates simplicity and purity, and Lavender was chosen to give the brand a feminine touch without being overly girly, to represent calm and friendliness.
When the colors are used consistently and according to these guidelines, they ensure communications are recognisable and distinctly Joanna – playing a critical role in building her brand.
The logo suite for Joanna Landau has been developed from a sleek and modern base font. Easily legible with sophisticated details. A balanced combination of sharp right angled corners and perfect curves to represent both Joanna’s authority and approachability in harmony.
To be used as an alternative logo when space is restricted, or as a additional brand mark when the main or secondary logo are the main focus. At times, this logomark can also be scaled and used as a background.
The brand icon style aligns with the overall brand system and supports messaging by conveying concepts with simplicity and clarity.
Patterns help to draw attention to a particular area of content or design. This brand system includes a selection of flexible elements that are used to represent the Joanna Landau brand. The elements are drawn from our core identity but are distinctly different to ensure they support the logo without detracting from it.
Secondary brand pattern
A simple secondary pattern using morse code for ‘JL’. A nod to Joanna noticing details other may not, representing messages and stories shared. This pattern can be repeated and used as a background or used as a divider / brand asset across both printed and digital items.
The brand font’s Nohemi and Halyard have been chosen as they are both balanced styles –contemporary and easy to read. Nohemi has a little more character which is perfect for headings and bringing additional personality without distracting from core messaging.
Joanna Landau is confident in her message, and considered and direct in her choice of words – this must always be reflected through design layouts. No faff, no unnecessary extras, just straight to the point and clear information. Using brand assets in a clever way to direct the viewer / reader and create strategic visual interest.
The following few pages provide a guide to creating clear, on-brand presentation decks.