Crafting Casa Verde's Identity
As a visual designer for the past 13+ years I have crafted countess logos and identity suites for brands ranging from tech start-ups to a bespoke book bindery and anything in between. I love to analyze a brand and distill it's essence down to a group of marks, fonts and colors. Working on a visual identity for my own brand has not been so easy or enjoyable. As a graphic designer it is actually comforting to have boundaries that you have to create within. Having endless possibilities keeps my mind spinning and me saying "what about..." far too much.
I went through a number of logo options before I settled on this mark. I realized through the process of branding Casa Verde that I want the shop to be more about the products and the artisans than about me or Casa Verde, itself. With that in mind I crafted a wordmark that was clean and streamlined with a thoughtful architecture for impact and readability. Encompassing that wordmark is an imperfect circle meant to represent a few different things. Firstly, it represents the people of the world as one united group coming together to appreciate and respect one another's talents. Secondly, it is meant to celebrate the beauty in handmade details and imperfection. The imprint of the maker's soul on the object. Finally, it is mean as a graphic device that can house various patterns and textures on future marketing materials to create a consistent branded experience for customers.
For the color palette I wanted something minimal that, again, would not distract from the vibrant colors of the products we carry in the store. I settled on an indigo blue as the primary color because it is a rich neutral used in a number of cultures as a natural dye, and a soft natural off-white. The accent colors are a collection of natural shades which evoke a sense of contentment and joy.
Finally, I crafted a set of hand-drawn patterns that can be used on various materials to complement the logo and complete the branded experience.
FULL BRAND IDENTITY BOARD
I have told myself that I am open to evolving the visual brand in the future so that I can stop obsessing and start using these items. As one of the primary stakeholders in a two person team there are so many tasks that demand my attention and sometimes done has to be good enough. What do you think?