Visual Strategy With a solution to the problem developed, Ashley started the process of creating a brand name and the company’s branding and overall aesthetic. The process for coming up with a brand name started with how Ashley wanted her brand to make people feel. The brand’s goal was to make people feel safe and have peace of mind as they burned their candles. The brand needed to appear trustworthy and secure for people to consider using its product. In total, Ashley came up with 40 names for the brand, and narrowed it down until she settled with the name “Swick”, the “S” representing safety or security, and the “wick” being the part of a candle that is lit. Many fonts were played with in order to decide on the final font for the logo. It came to a decision between a blocky sans serif typeface, or a more flowy script font. Ultimately with feedback from peers’ Ashley chose the final font of the logo as a blocky, sans serif typeface to represent stability, and the dot of the “i” is a blue flame. The goal of the logo is to portray that Swick provides the safety one needs when burning a candle. The next step in the design process was developing the branding and color schemes that would be used throughout Swick’s products. When conducting research, Ashley learned about color symbolism, and how one’s mood can be reflected from certain colors. Since she wanted the brand to provide security, safety, ease of mind, and trustworthiness, she chose shades of blue, orange, gray, and brown. In terms of the minimum size of the logo, it should be at least 1.5” horizontally, and the height of the flame represents the amount of clear space around the logo. 49
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