Have you ever felt that the colours of an outfit or room weren’t to your taste but didn’t know why? or a brochure catches your eye so you pick it up to read later? , may be in that split second you recognised a kindered spirit !
What on earth does this have to do with developing your brand may you ask … Well I strongly believe that all businesses have their own personality, fueled by the values of their owners.
Over the last 12 months we have identified our client’s business personalities using the seasonal concepts developed by Johannes Itten and use profiles for each season to develop brand personalities and marketing material from logos, websites, brochures, business cards and much more.
So lets start with spring, as an avid equestrian this is the season I always long for, the hard, dark days of winter are over and the world is waking up from a deep sleep with the most beautiful clear light ready for a new season
Spring personalities are active folk and will be the first ones to get stuck in. Generally seen as hardworking and practical not forgetting that they are social animals and have bags of enthusiasm, energy and a full of energy. Extroverted and friendly, they tend to make new friends easily, but don’t expect to have heavy debates as spring personalities will avoid weighty issues and conflict where they can. Spring people are quick thinkers so if they do find themselves in conflict they can normally negotiate their way back out of it without too much trouble. Their easy nature often makes them look and seem younger than their age, and you can always count on them for a dose of fun.
Spring style is contemporary, modern and well kept with lots of clear crisp light. Colours are fresh, and clean but don’t think that they have to be bright, spring colours can range from a bright magenta pink, to the soft pastel pink of a cherry blossom.
The spring environment is complemented by light coloured wood such as beech, birch or light painted furniture. Harsh angles don’t suit this personality; think rounded corners, and minimal structure.
Yellows are key to the spring palette, representing beautiful of fresh flowers and sunlight of spring, and can act as the base of a colour palette. Colours can be balanced with warm neutrals of light greys, creams, ivories and beiges rather than bright white Crisp greens reflect new shoots of the seasons.
So you should have a good idea of what traits a Spring personality will have, lets have a look at how we have used this with our client Beswicks the Cleaners.
Beswicks are a family company providing domestic and commercial cleaning supplies, after taking a brief, Steve and Wendy screamed Spring Personality, bags of energy, and full of personality so we refreshed their brand to reflect this, the results are below.
The soft green feels clean and fresh but not clinical, the flowing curves caputure the energy and forward thinking that Beswicks have in adbundance. Sans Serif fonts, are clean, contemporary and add a cheerful feel to the overall look.
We have used imagery that is clear and bright, filled with lots of light, you can almost feel how clean their finished product is. If it doesn’t inspire you to pull on your marigolds then it should prompt you to pick up the phone and call Beswicks.
So that’s my take on the Spring personality, do you recognise yourself ?? If not we will be moving on to the blamy relaxed style of summer tomorrow.
Till next time