Full Brand Identity:
The Smart Press
The Smart Press provides accurate and prompt editing and proofreading services for both non-native and native English speakers at college and university level. The branding reflects the attention to detail of a proof reader, with crisp lines. We also played with the history of writing, using elements like ampersands and I cursors to pull together modern and traditional copyediting techniques.
Diving into the essence of brand identity, this project was journey of sophisticated visual storytelling. Crafted with a blend of creativity and strategy, the brand design for Samantha of The Smart Press, captures the essence of her small business.
ALT Text: Mock up of website on large computer screen. Logo mark is prominent on the website landing page, with the secondary logo in the top left. The background is in light parchment colour.
To learn about how we use research and strategy to inform our designs, head to our blog.
Colour Scheme
In collaboration with Samantha, we chose a combination of muted tones, with slight desaturated accent colours to compliment them. We wanted it to evoke trust, knowledge and academia as Samantha often works with students and academics to polish their work.
ALT Text: 4 smart pocket clip pens in a row, each in one of the brand colours, the colours are described beside them.
A dark grayish blue, cool and with low luminance. It feels classic, and sophisticated, suggesting quality and knowledge. It’s a versatile colour which can be used as a background or in place of black. Using it instead of black will create brand recognition.
Ash-grey, a very pale, low saturation shade of greenish-grey. Can be used as an accent colour or background. Looks sophisticated alongside neutrals due to subdued tone.
Off-white to look like paper, a neutral tone that is less intense and less sterile than pure white. The warm approachable neutrality lends a softness. It can be used as both an accent or a background.
Darkest sienna, chosen because it looks like black ink that’s desaturated in sunlight, a very dark pastel red, reminiscent of both printed and written text. libraries, academic desks and . Warm to contrast the cool green and pair with the warm off-white.
Creating a Cohesive Brand
All the branding materials played with the history of typography, proofreading and writing. Smooth and curving, caught between technology and hand editing. We used this theme to inform our typography, graphic design and visual direction.
The Logo Suite
All designs stemmed from the primary logo ( which is the main logo used to represent a brand).
Click through to see the logos and our design decisions.
Brand Pattern & Icons
ALT Text: Three images in a row, showing brand assets for The Smart Press. These are icons representing aspects of the brand. The first is a fancy, serif ampersand which looks like the letter C turned on its back, with serif tails coming from the ends, the second is a smart pocket clip pen and the third is an I cursor.
The brand pattern combines modern editing of the cursor and experience of the luxe analog pen. The ampersand ties these two elements together. The diamond pattern follows the points of the primary logo, connecting the two. The cursor suggests precision and the angle of the pen indicates movement, it’s working quickly, but accurately.
ALT Text: Mock up of website on large computer screen. Logo mark is prominent on the website landing page, with the secondary logo in the top left. The background is in light parchment colour.
What's next? Your brand!
Are you a small business owner like Samantha? Or maybe a solopreneur? If you'd like to explore your branding options, then get in touch for a free, no obligation brand consultation. We can talk about how to approach your brand's visuals or answer your questions about branding, and what we do. Below is a link to book a Google Meet call, but if you have different communication requirements then we have our enquiry form, WhatsApp or email. All options are covered in more detail on the enquiry page click the link, or go to quinn.media/enquire
OR
We can’t wait to hear about your project! Click above to email us and get started.
*Quick note: We're run by deaf and disabled people, call on WhatsApp video (so we can lip read) or send a message!