Before this project, Parris didn't really have a brand. They didn't have a defined identity. There were two main goals they hoped to achieve by going down this journey. The first was to appeal more to women. Women have become the majority of their clients. The second was to appeal more to the healthcare industry. Time will tell if we were successful.
Brand Descriptors
Minimalistic
Soft
Soft
Wordmark
The wordmark builds on what is already established. It pays homage to its roots, sporting two of the original 4 sheets, but the lines are now smooth. The typography is based on “Magistral Cond Extra Bold”, but is heavily modified. The modifications do a few things for the mark. First, they make it custom, which differentiates it from just another font. The more rounded modifications make it less masculine. The “A” overlapping the “R” allows the kerning to be tighter.
Overall, the complexity of the mark has been reduced from the previous version, so that its more versatile in various applications. The mark can easily be manufactured from various materials without loosing details, because it was designed from the beginning with that in mind.
Logo
Parris needed an alternative mark that worked well in a 1x1 space. The logo is part of the wordmark, but is also its own entity. This mark is better suited in social media platforms or for application icons.
Other Approved Versions
These logos are for colored backgrounds or situations that the primary versions don't work well on.
Pantone 646
A desaturated blue. The color is in-gamut for printing to GRACoL coated or uncoated, whether simulating the coated or uncoated versions. This helps with consistency across printing technologies and finishing methods.
Source Sans Pro
Source Sans is a clean sans-serif typeface that is not Helvetica. It was developed in the Adobe Originals program. The family has 12 weights to choose from, but is also designed as a variable weight font, meaning custom weights can be chosen for an almost infinite level of control.
Email Signatures
Internal Logo Reveal
Branded Stationery and Products
Brand Guide Draft
Development
Logo Sketching
Digital Concepting
