I’m thrilled to report that Sugarfly’s branding is complete, at least for now. For those of you that are in the position of deciding on an identity for a company, or even for yourself, I wanted to share what I have learned. The first step in branding is obviously deciding on a name (this is a lengthy process in itself), and the next step is deciding on what you want it to look like, aka the brand identity/brand ID. This is time well spent and don’t rush it. The process I just went through with Sugarfly took about 8 weeks, but it was worth it.
You need to be very clear about the personality of the brand you want to create. You also want to consider the name of the brand. With Sugarfly, I knew it was a name that was interesting in itself so I wanted a font that would be very simple and let the word itself shine. The font that my designer, Brett recommended was Scala. Something very simple but at the same time modern and elegant.
I also knew I wanted a symbol or icon that I could use for social media as well as a favicon and other small applications. Long logos do not work for Twitter and Facebook as they require a square image and a horizontal logo would have to be reduced in size so much that it may be difficult to read. A striking, good looking icon is very important and, as social media is quickly becoming the number one most influential (and inexpensive) way to raise brand awareness, this is a crucial consideration. You really need to think of all the ways you want to be seen. Every single usage.
For the launch of the brand, and until Sugarfly becomes recognized in the marketing world for travel, food and wine brands, I decided to add a line underneath the name to reinforce what the brand stands for. This is just a temporary measure, but will help accelerate the understanding of what the company does. We added “Innovative Marketing” underneath.
Color, my favorite part of this process, and I’m sure Brett, (my designer) if you are reading this you are probably rolling your eyes, but yes I love color. Even before I thought of the name of the company I already knew what color I wanted to be. Lime green has stuck out to me ever since I first started thinking about what my company would look like. We chose PMS 390. I wanted something fresh, something that symbolizes growth, new beginnings. To complement the green I chose purple. I adore purple. It is fearless, fun and a little mysterious.
Once we had these two colors then we needed to build a palette around it that would support green and purple without overpowering them. Slate gray is the perfect neutral color. It lets the other two become more vibrant, while at the same time adds sophistication and a groundedness. I also liked that gray, along with green are two colors often found in nature. (Like the butterfly, for which the name Sugarfly comes from, as discussed in a previous post.) We finished the palette by adding three accent colors, an “army” green, raspberry red and a rich yellow/tangerine.
For those of you that are going through this process or plan to I recommend you get a Pantone color bridge. It is a very handy way of matching color. Keep in mind that what you see on your computer screen or through PDFs is not accurate and it can be hard to tell the exact color when you are making a decision if you do not have an accurate reference.
I also recommend you buy Color: Messages and Meanings by Leatrice Eiseman. It is a great book that discusses each color family in detail and has a selection of color palettes for personality types of the brand. Very interesting for those of us that didn’t go to design school.
And then lastly, find a good designer. The collaboration of the marketer, and or visionary of the company and the designer is very important and I believe is a crucial ingredient to creating a great brand identity. I was lucky enough to have Brett Traylor from Thinkso Creative work on this project with me. Thank you Brett for your patience and brilliance! Awesome job!!
You will soon see the Sugarfly logo on its new website but here is a sneak peek.