Wards Farm Flowers
Organic Flower Farm
2022 -2023
Developing a brand identity is one area of marketing that’s often overlooked. Because it doesn’t provide direct, measurable results, it’s usually the last thing a company is willing to spend their money on. However when you are a start up like Wards Farm Flowers and ready to take that first step it is an ideal time to start strong and carve out your brand and get seen.
To help clients start off on the right track, we share our branding and logo questionnaire to help them through the discovery phase. This questionnaire is a big part of our brand strategy process, and we share it with our clients before beginning any branding project.
Once we have worked through the design process you will be supplied with your own set of guidelines, like below to share with designers, copywriters, strategists and internal teams so you can all stay on brand.
Key Components of The Guidelines:
- Primary Logo: The main identifying mark for your business is the primary logo. It is what is used in most circumstances, is easily recognisable and the most familiar.
- Sub Marks: Sub marks are simpler, compact marks inspired from the primary logo that be used on social media profile images, or with further icons in the footer of your website
- Elements: Supporting design elements like icons, illustrations and textures give your brand more flexibility and interest. For example, in website backgrounds, social media templates or marketing materials.
- Colour Palette:
– Primary: The main colours that define your brand’s tone and style.
– Neutral Colours: Neutral colours complement your primary colours and add warmth.
– Accent Colours: Used sparingly, accent colours at impact and are perfect for buttons, emphasising important text and calls to action. - Typography: Are curated selection of typefaces to communicating about your brand messages and ethos.
– Keywords: About five words that sum up your brand. This is what you want your customer to engage with you over. Are you a ‘friendly’ approachable business, or an assured ‘quality’, or ‘expert’ in your field.
– Web Fonts: For use online if your specialist font is not available for web use.
– Logo Fonts: Any fonts used within your logo.
– Primary Fonts: The main font for headers.
– Secondary Fonts: This can be for subheads, pull out quotes and areas of interest.
– Body Font: For the main body copy of text. - Digital Application: Gives a mock up of your brands digital channels for your website and social media.