PEARL: Branding Development
Branding Identity, Content Design, Mockups
Type: Branding & Identity Design
Roles: Brand Strategist, Logo Designer, UX/UI Designer, Visual Designer
This piece showcases the comprehensive branding process behind Pearl’s identity in 8 keys steps. From defining the core values to crafting a versatile logo, typography, and color palette, every element was meticulously designed to reflect Pearl’s ethos.
1.2. Design TenantsThese words became the lens through which every design decision was made, ensuring that the brand remained true to its mission. This step grounded the creative process and provided a clear vision for what the brand should evoke.
2. Creating the MoodboardTo translate these principles into visuals, I created a moodboard filled with imagery that captured Pearl’s identity. The process involved selecting images that conveyed a sense of clean innovation, approachable technology, and sustainable design.
3. Understanding the AudienceI developed customer personas and archetypes to ensure that Pearl’s branding resonated with its target audience.
This step helped me visualize the end user and make design decisions that would appeal to their values and lifestyles. It also served as a reminder to create a brand identity that felt inclusive, relatable, and forward-thinking.
4. Logo Exploration
Logo SketchesDesigning the logo was an iterative and exploratory process. I began by sketching 105 small lettermark logos, experimenting with different shapes, styles, and compositions.
Refined Logo SketchesFrom these sketches, I selected 15 options to scale up.
Logos in IllustratorTook some of the logos and refined them in illustrator to get a better idea of which ones were the strongest.
Final Interations of the LogoI choose the final logo because I felt that it was the most approachable and memorable. The continuous line creating that P highlights the sustainability of our company and the circular lifespan we want our products to have. Additionally, the curved edges give the impression that we are trustworthy. Overall, it has the greatest balance of humanistic and technological.
5. Color PsychologyThe palette was intentionally designed to reflect the brand's balance between sustainability and innovation. The primary palette focuses on earthy, grounding tones such as green and gray, which emphasize honesty, environmental consciousness, and a sense of reliability. These tones are complemented by clean white for clarity and simplicity.
The secondary palette introduces vibrant accents of blue and orange, adding energy and innovation to the branding. The blues represent technology and trust, while the orange tones convey creativity and warmth. This duality ensures the brand feels modern and approachable while staying rooted in its sustainable mission.
6. TypographyThese fonts were chosen not only for their aesthetic appeal but also for their ability to seamlessly blend Pearl’s technological and humanistic values.
7. Final Logo & VariationsThe final logo for Pearl combines a bold, rounded lettermark, a clean sans serif wordmark, and a cohesive brandmark to balance humanistic and technological qualities.
8. Logo Use in Assets
Website
Print Ad
Unconventional Ad
Complete Style Guide:
What I’ve Learned From the Process- The importance of iteration and adaptability to align designs with the brand’s vision.
- Balancing creativity with functionality to create practical, versatile branding.
- Understanding the value of user-centered design and incorporating feedback.
- Emphasizing storytelling to create a cohesive and compelling brand identity.
- Learning to trust the process and have patience with yourself as a designer.
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