Build. Lead. Manage. Brand Identity
Scope
Brand Identity
Social Media Assets
Client
Chris Caldwell
Brand identity for a service based business that helps people develop their leadership and management craft, systems, and processes. The brand identity took inspiration from the process-based, helpful, and scalable experience that Chris offers his clients by using geometric shapes to represent each segment of the brand.
Build. Lead. Manage. is a business that focuses on helping founders, leaders, and managers learn how to build people-focused companies where people love to work and can produce their best work. Chris Caldwell — the founder — approached me to create the foundations of a brand identity that accurately creates some distinction between his personal brand (Caldwell Creative) and this new publication.
Primary Logo
Brandmark
Symbolism in the Logomark
The brandmark integrates shapes to represent each segment of the brand and has a memorable visual structure when viewed at a glance, reinforcing the vibrancy you’d expect to be greeted with in the startup and tech world.
Secondary Logo – Horizontal
Secondary Logo – Horizontal Stacked
Colour Palette
The brand colour palette serves as a piece of connective tissue between Build. Lead. Manage. and Chris’ personal brand (Caldwell Creative). The primary colour palette retains the primary #CC0000 red used in the Caldwell Creative identity, as it was a fitting solution and would create a through-line of recognition for existing clients. Yellow and blue sit alongside the primary red — each representing an individual segment of the brand. The four accent colours allow for a broader range of combinations and are meant to be usable across various applications and graphical extensions of the brand.
Typography
Quincy CF is a modern serif typeface differentiates the Build. Lead. Manage. brand from typeface Chalet used in Caldwell Creative identity, though similar type characteristics such as a large x-height and large bowls within letters help to connect the two identities.
Quincy CF
The design language extends easily into social media and collateral.
Header Applications
The geometric shapes translate into a fluid brand pattern that can be easily applied to marketing touchpoints, print collateral, blogs and more. This graphical application keeps the brand feeling more uplifting, optimistic, and fun.
