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IXD103 – Brand Colour and Guidelines pt 2

In continuation of my brand guideline and colour, I found a number of brands that have  areas in common with the brand I am developing such as;

  • Brands with gradients used in branding
  • Brands with Colourful Branding
  • Basing colour scheme of landscapes and environments
  • M logo
  • Aimed at a younger target audience
  • Rewards systems

I wanted to explore this to see how these attributes are applied and have worked for real world businesses.


Brands with gradients used in branding

Bassetti is an historical Italian brand that retails home textile. The company wanted a total brand redesign to give a new flagship store identity. Starting from a given logo, the proposal comes from the idea that Bassetti express the concepts of light and day, game and functionality. The colourful gradient convey an unexpected energy in contrast with the plain white.


Brands with gradients used in branding

The rebranding of Asana sees a more colourful and exciting brand. Its new logo features a word morph from previous to new in a gif. Medium article on the rebranding process



Hurly Burly

Brands with colourful branding

Hurley Burly’s chosen colours and the application of brand rollout is quite similar to the one I have developed. It was helpful to see these same colours being applied in a real life brand and that the chosen colours work and I’m now excited to do my own brand rollout with various touchpoints and mock-ups.


Brands with colourful branding

H+J is another example of a colour scheme that resembles the one I have chosen and this could reinforce the idea that dynamic and colourful branding works. Although it would seem it is best to stick with consistent branding to acquire a strong consumer recognisability but along as your logo in itself is stands strong and memorable it can be applied to any colour or touchpoint and still be recognisable as the brand. H+J is a good example of this and is something I would be able to achieve.


Basing colour scheme of landscapes and environments

I researched brands that take inspiration from the landscape as my brand is called Mountain I also want to reinforce the idea of coming from nature. NAU takes brand colour inspiration from nature and beautiful environments and applies them to their room set ups showcasing their furniture on and multiple touchpoints within their business and in my opinion has worked very well.



Brands that use gradients within their branding and offer a rewards system digital product.

CashTree is a company that offers online rewards to its customers for playing games or shopping on recommended stores. The brand guidelines show how their logo and design elements are composed of geometric elements that are broken down into sections and used throughout touchpoints and other places like room labelling within their offices. Their logo consists of a gradient including 4 colours with the word mark being the darkest part. They use 2 typefaces throughout their branding, both sans serif which are simple and easily readable. Within their brand guidelines they feature a colour palette of a number of different gradients that are playful and vibrant and this is something I am trying to implement in my brand colours. The rollout of the brand is something I’m going to take inspiration from as I really like this brands choices. It feels modern and fun and works well at enticing its target market due to its design. Their design process is quite interesting for the creation of their logo and the ideas behind why they chose a mix of the letter c, a tree and the recycle icon.



A brand that uses the letter M as their logo and also has gradients in the guidelines, aimed at an audience aged between 18-30.

Mobu is a mobile brand that was created for a younger customer base to be something different than what already exists in the technology market. Their logo consists of a dynmaic logo mark that has movement and energy with its bright orange and yellow colours.


Brand Guidelines With Gradients

I researched some layout ideas that featured gradients to see different ways to present them visually.

I took a look at something different for the last of my research. NASA’s set of design guidelines were first developed almost 50 years ago, in 1974 by Richard Danne and Bruce Blackburn at Danne & Blackburn, released 2 years later. The 60 page ‘Graphics Standards Manual’ has since then became the first iteration of many guidelines, followed by the NASAstyle full guide released in 2006. Version 2 of the NASAstyle was released 3 years later. More recently however, in 2020, NASA have released a set of broadcast graphics guidelines by Oxcart Assembly.

NASA Launch America



Sushi & Co. Brand Identity Design by Studio Bond

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