A brand design is much more than just a logo. It’s all the considerations of what the product or service is – what it stands for. A good brand should tell you what you need to know at a glance. A good brand tells a story.
Matt and Krista were looking for a designer for their new community theater space, the Fresnel Theater in Portland, Maine. I met Matt through Comedysportz, a comedy improv show.
He’s a really enthusiastic and smart guy and it came as no surprise on our initial chat that he already had a mission statement, which is a great starting point for a designer.
It answered the questions that I’d initially ask – designer to client. What are the goals of the business, what makes your company different? Descriptive words. So that I can read and listen to the language they use and tune into their frequency and start creating visuals
So in designing the logo it was important to look for something was welcoming and incorporated The keywords of playfulness community and compassion. Which also why we went for opting for purple and orange using a colour psychology guide.
From a practical point of view It needed to be a bright and chunky, so that when transferred into signage on the building, it’s seen clearly from a distance.
Matt was keen for the logo to reflect the lighthouses that portland is known for. The name fresnal comes from bevels in the lens of a light house main lamp that helps focus the beam. As a designer I love that kind of creative thinking.
Once the colours and typeface were finalised I created and branding guide. This is a reference document for printers. Most large commercial brands have very detailed branding guides, but really every business should have something like this. It’s helpful to printers and is a reliable way to future proof the consistency of your brand over time.
Here’s the final logo that Matt and Krista approved.