An identity that embodies the personality of Chloe Louise and the foundations of the brand purpose. The brand states clearly on first sight of the logo that Chloe Louise is a graphic designer, but within the nuances of typography and colour represents the creativity and innovation that goes into every project. I am passionate about using design to create a better world, but also have fun and show people the joy that design can bring. The identity has been thoughtfully crafted to embody this with a language that is consistent across every touch-point.
Using the is in Louise to say ‘Chloe Louise is a GraphicDesigner’ creates a language that can be used throughout to confidently say what I do which rolls through into ‘This is’. It also leaves opportunity for expansion even though my name introduces the ‘is’ the use of ‘this is’ can become a group, or ‘we are’ could still have that strong sense of identity. I am passionate about design, and this shows through in the confidence of the brand. Using ‘this is’ creates an opportunity to split the brand up into different areas as it grows. ‘This is branding’ or ‘this is packaging’ which promotes a very clear message. From this concept, a whole suite of assets has been created to showcase the same message and the boldness of the brand.
A variety of logos have been created to be used in different scenarios. The horizontal version can be used in wider situations such as websites whereas the stacked logos can be used interchangeably where there is less space. The icon is used as a favicon and visual asset. There is a balance in the logo between the bold sans serif and the more delicate script and serif typefaces. The type has been edited to form the right balance and to add the character that reflects the brand.
Typography plays a key role and has been carefully selected and edited to represent the ethos of the brand which is all about the balance between design for good and design for joy as well as how they overlap. The contrast of the typefaces beautifully highlights this balance as well as the personality of Chloe Louise.
Colour has also been used to highlight this idea of balance alongside the messaging of the brand. Like the typography, the colour paletteis bold and has a delicacy to it.
