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R. Joshua Whitton brand identity

Josh Whitton

Brand Identity, Brand Strategy, Logo Design, Type Design, Stationery

The Challenge

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 Solution

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.

R. Joshua Whitton logos

Josh’s RJW monogram, in various colour permutations.

R. Joshua Whitton logos

Josh’s name — both long and short — required creating additional characters. The resulting typeface has additional personality.

R. Joshua Whitton logos

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.

R. Joshua Whitton brand identity - visual research & mood boards
R. Joshua Whitton brand identity - visual research & mood boards

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.

R. Joshua Whitton brand identity - visual research & mood boards

Examples of the brand visual style, including colours, use of whitespace, and black & white photography, was applied to stationery, website, and social media presence.

R. Joshua Whitton brand identity - online applications
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About Prescott

Prescott Perez-Fox headshot 1Photo by Jerome Charles

Prescott Perez-Fox is a brand developer, art director, consultant, podcaster, writer, teacher, and speaker based in Phoenix. His design experience spans more than eighteen years, and focuses on identity, packaging & communication design.

Résumé | Download Samples | Contact

Connect Online

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About Prescott

Prescott Perez-Fox headshot 1

Prescott Perez-Fox is a brand developer, art director, consultant, podcaster, writer, teacher, and speaker based in Phoenix. His design experience spans more than twenty years, and focuses on identity, packaging & communication design.

Résumé | Download Samples | Contact

Connect Online

  • Twitter
  • LinkedIn
  • Pinterest
  • Medium
  • Behance
  • Dribbble
  • Facebook
  • Instagram

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