Brand Identity Design | Website Design
To determine what colors would work best we explored neutral and vibrant colors that would aid in storytelling, effective communications, and instant brand recognition. We believe the colors we chose captures the essence of the brand, and allows for flexibility across all brand touch-points. We intentionally named each color for easy referencing.
In selecting the typefaces for the brand, we chose Josefine Bold for titles and subtitles and Josefine Regular for some subtitles and body text. The typefaces appropriately represented the brand and provided excellent legibility characteristics. In addition, the Josephine typeface is part of the Google Fonts library of open-sourced font families. It is licensed for commercial use and is available for print, websites, and apps. For a brand with many touch points, this typeface is ideal for consistent branded communications and storytelling.
For the logo icon, we wanted to create a symbol that embodied the brand name in the simplest form. The capital letter ‘T’ structure provides balance and symmetry. We intentionally designed the stem of the ‘T’ to resemble the shape of the Oryza glaberrima or the African rice seed. In our research, we discovered that these seeds were sewn and transported in the braids of African women and later cultivated from Brazil to South Carolina. This icon symbolizes ingenuity, resiliency, and strength. It has the design aesthetic to stand out as a distinctive symbol for the work the brand will engage in for years to come.
Brand elements are essential components to a brand identity system because they aid in consistently telling the brand’s story. These brand elements were designed to embody the brand’s spirit.
