Josh WhittonBrand Identity, Brand Strategy, Logo Design, Type Design, Stationery
Before creating a personal identity system for R. Joshua Whitton, a marketing & communication strategist, we needed to first define his own core values, personality, and message. Here, we first had to examine larger questions about where a business brand ends, and where a personal brand begins. In this effort, the aim was to capture Josh’s personal style and build an identity to reflect it, but nothing so overpowering that it loses appeal to a professional audience.
The identity centers on a monogram. This abbreviated symbol serves as an avatar on social media and a tidy logo suitable for many applications. From the monogram, we expanded to a full name, long-form version and short version. To build the entire name, we created a custom alphabet based on the three uppercase letters R J and W.
For the monogram logo and the names alike, we kept colour usage in mind, allowing the identity to shift backgrounds and foregrounds, and experiment with use of materials, such as spot varnish, embroidery, etching, and other single-colour finish techniques.
Josh’s RJW monogram, in various colour permutations.
Josh’s name — both long and short — required creating additional characters. The resulting typeface has additional personality.
The design began with visual research to narrow in on Josh’s personal style. By examining communication design and other identities, we created patterns and trends to emulate, allowing us to think within parameters.
The resulting mood board reflected the brand strategy, and set us in the direction of designing logos and other identity materials. The brand visual style for Josh featured bold type, monochrome images, sturdy line-weights, accents of bright green, and strong, uppercase letters.
Examples of the brand visual style, including colours, use of whitespace, and black & white photography, was applied to stationery, website, and social media presence.