To kickstart the branding process, the client and I identified a list of adjectives the brand should embody which create the foundation for creating a visual identity.
The next step involved converting the brand adjectives to symbolic representations which I’ll use to choose a name and design logos.
I then brainstormed potential company names that evoked these symbols. Because the client hoped to generalize in the future, the name couldn't be specific to COVID-19 or medicine. We decided on Bluestone Safe which conveys security, reliability, & reassurance and strikes a balance between medical & non-medical.
Bluestone needed a single typeface that was versatile enough to adapt to any use case, from static design to responsive design, and conveyed the security and simplicity we wanted Bluestone to embody. After comparing options, I decided on Montserrat.
Focusing on the adjectives "reliable" and "minimal," I developed a monochromatic palette of three blues to lay the foundation for the brand. I added three accent colors to indicate states.
To kick off the logo design process, I took the symbolic representations of the name Bluestone and visualized them through a few rounds of rough sketches.
With some ideas sketched out, I started digital iterations for each of the viable concepts. After presenting the options to the client, we came to a final selection.
Once I'd made the logos pixel perfect, I presented the final symbol and wordmark to the client, sparking excitement to see the results of my work that lay ahead.
These Brand Guidelines are designed with two primary use cases in mind:
Ultimately, the client was extremely pleased with the brand I created for Bluestone. They were eager to use it anywhere they could and continued to speak to its value throughout my contract with them.
By establishing a strong brand from the jump, I was able to expedite my design process for the products (web app, administrative dashboard, marketing website) which subsequently minimized the startup time for Bluestone to launch. Bluestone Safe was thus able to be one of, if not the, first COVID-19 Risk Management system on the market.