#ProjectPreview
Come up with an understanding of the brand character (logo), then we develop the color and typography style.
Typography is the shape or styling of the text you use in your branding. There are many different types of fonts and each one can have a different effect on the viewer, including different degrees of legibility.
Color is used to identify a brand through a scheme of very specific hues, shades, and tints. When used correctly, colors can generate some of the most powerful emotional responses in the viewer.
Though the color palette often begins with the logo, these colors should be repurposed for all brand materials. Keep in mind that the absence of color, such as black and white, is a perfectly valid color choice as well.