Lily of the Valley Type Branding
Type Design Project by Lauren Booth
About:
For this project, I developed a custom font based on the brand archetype the Caregiver. "Lily of the Valley" is a brand I created for a Christian flower shop and community garden. They aim to beautify the community and serve others through plant growth and education.
Brand Guide:
For this brand, I incorporated muted, earthy tones to create a soft feel consistent with the Caregiver archetype. I kept the other fonts clean and complimentary to the logo for brand consistency. I also included a photography style that is clean yet, saturated with high contrast. For the identity package, I reflected the colors and fonts in the branding guide to reflect consistency and unify the aesthetics of the brand.
Wordmark Logo:
The word mark creates balance within the logo, and incorporates the illustrative element found in the monogram. The main use of this logo would be on brand signage, official documents such as letterheads and business cards and more.
Monogram Logo:
This secondary logo incorporated the font I developed as well as an illustrative element of a Lily of the Valley flower. This was a fun way to incorporate visual aspects into a simple monogram logo.
Branding Usage:
Some things necessary to the branding of a flower shop and garden center is employee uniforms and bags available for customer purchase.
Methodology:
The process is outlined below in my research about brand archetypes and the best suited typeface design for the brand I created.
