Brand Style Guide

The importance of Brand identity

What is Brand identity?

Brand identity is a company's visual identity that is projected through many different collaterals, both internally and externally. A logotype forms a significant component of a visual identity, but it is only one part.

In fact, a good brand identity is produced through the constant use of distinct visual features, such as typefaces, colors, and accompanying graphic elements.

A professionally managed brand identity provides numerous benefits to the branded entity: it supports and projects institutional cohesion and efficiency; it differentiates from other organizations; it aids in the development of a desired reputation; it aids consistency in key design areas; and it should be a source of unity and pride for those associated with the entity.

My Brand identity

My visual identity has been specifically designed to represent my brand. It is a reflection of my operations, my values, my ambitions, and my personality.

This document provides guidance for a successful implementation and use of the visual identity to ensure consistent application across all aspects of my business.

The sections that follow will walk you through the key visual identity aspects. They'll help you create and produce captivating messages while allowing you some creative freedom.

The brand

Moodboard
Brand visuals
Brand colors

Moodboard

The inspiration for DNA-Coach is the personal life of the founder Carolin Nischwitz. Caro's heart beats for water sports and pop-art. The letterforms are straight and the clean whitespace keeps it feeling fresh and modern.

The colors are bold and gender balanced. Color psychology suggests that turquoise is rejuvenating and associated with clarity of mind and creativity, while orange exudes enthusiasm and inspires sociability. The accent color, neon blue stands for sovereignty and otherness. It also has the effect of promoting concentration - all this represents the way clients should feel when working with DNA-Coach.

individual
creative
professional

Brand visuals

There are a couple of ways the brand can be represented in combination with images and photographic backgrounds, but each option should be exercised with care, making sure the logo and type aren't obstructed by the image.

In most cases you can use either a solid white or solid black logo on top of background images.

Type has to be chosen depending on the imagery and a general rule can't be applied.

General tips:
  • Photos with shallow depths-of-field work best.
  • Avoid busy images with too much detail.
  • Applying a darker transparent overlay on an image can aid in making text more legible.
DNA Coach
DNA
Coach
Brand
Name: Nero
aka: Very dark (mostly black) magenta
hex: #272627
rgba(39, 38, 39, 1.00)
Accent
Name: Neon blue
aka: Light blue
hex: #4353ff
rgba(67, 83, 255, 1.00)

Brand colors

Color plays an essential role in expressing and differentiating the brand identity. Consistent use of the color palette will reinforce the cohesiveness of the brand and also serves a psychological purpose by communicating certain feelings to the audience.

The black expresses professionalism and the vivid blue is energetic and active.

Logo design

The logo is the foundation around which I have had my visual identity built. It is the visual expression of my company and as such must be used responsibly and consistently.

Logo break down
The logo
Logo variations

Logo break down

1. Brandmark
2. Wordmark top
3. Wordmark bottom

Logo variations

Vertical

Full Color
Inverse
Black
White
Full Color
Inverse
Black
White

Horizontal

Brandmark

Full Color
Inverse
Black
White

Wordmark

Full Color
Inverse
Black
White

Favicons

Favicon (32px)
Ein Fingerabdruck
Webclip (256px)
Preview
Browser tab detail view
Mockup of SERP entry (Mobile)
Browser tab
Mobile
Mockup of SERP entry (Desktop)
Desktop

Font Design

The choice and usage of typefaces all contribute to the communication of our unique personality and identity.

Headings font
Body font
Accent font

Headings font

Bebas Neue 400
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

Heading level one

Heading level two

Heading level three

Heading level four

Heading level five
Heading level six

Body font

Poppins 400
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.

Accent font

Rock Salt 400
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique.

Documents

Stationary
Branding

Stationary

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Business card

Note: This is a mock-up, solely for demonstration purposes and does not represent an actual finished design.

Letterhead

Note: This is a mock-up, solely for demonstration purposes and does not represent an actual finished design.

T-Shirt

Note: This is a mock-up, solely for demonstration purposes and does not represent an actual finished design.

Tote Bag

Note: This is a mock-up, solely for demonstration purposes and does not represent an actual finished design.

Mug

Note: This is a mock-up, solely for demonstration purposes and does not represent an actual finished design.

Branding

Are you also interested in your own branding?

Contact us

Final Comments

These guidelines are fairly flexible and should allow for enough creative freedom to use the brand assets as you see fit while making sure the brand looks best across all applications.

If ever in doubt just refer back to this guide or feel free to contact us.
We love to help.

Personal Branding & Webflow Agency
www.dipuentes.com