My logo still represents the multiple disciplines I practice through the loose loops of the suggested ampersand, and the primary logo consists of just this icon in dark grey and white (two versions, inverted). This icon alone is more suitable for use on social network sites and other image based areas, or as a stamp or watermark. My second logo is an extended version with a bit of information to accompany it, "design & art", which informs my area of practice which is quite broad. I don't want to specify a particular subject or area within art and design as I don't want to focus on one just yet and this covers a wide range of practice. The ampersand in this text is taken from the & motion in my logo, with the 'eh' letterforms removed, which reinforces my identity and hints that this is what it symbolises in my logo. Although photography falls in the design & art category, I have made another version of the extended logo with 'photography' instead, which would work on my photography website or for jobs in this area.
I chose a deep purple/red as the main and only colour in my palette, with two shades of grey and white to contribute to a consistent brand identity. The dark grey is suitable for text and this allows me to use it in place of black. The lighter grey is more appropriate for background colours.
I've chosen Georgia as the serif font for my brand which will mainly be used for headings within my work or printed body copy. Sans serif typefaces are more suited to my style, so I have chosen two weights of Avenir Next as the main typeface I will use for promotional material. This is also appropriate for the web as it's clean cut nature allows maximum readability. The medium weight will work for subheadings or where the text needs to be heavier in consideration for print.
I have only included the lower case in each typeface as I plan to rarely use uppercase letterforms; I see my brand as informal and prefer the characteristics of lowercase. Obviously where necessary (i.e. letters) I will use full punctuation, however I feel that using only one uniform set of letterforms is more suited to my brand.
I did consider other colour choices however I thought that a deeper shade fits my personality more and opted for a warmer hue. I may develop my branding at some point in the future to incorporate more colours for brand versatility.
I considered using visual icons on my business cards to inform my contact details, but after deliberating over this I decided the most appropriate method would be to hand draw the initials for telephone, email, and website, maintaining my hand rendered influence and showing my interest in lettering and typography as a visual aid.
My final design for the business cards included two versions of the back cover with my extended logo on, both grey backgrounds to vary from a plain white. The reverse side uses the burgundy colour selectively, for the logo, icons and separation line. I tried to include as little information as possible, limiting it to three ways of contacting, three areas of specialism within design, and my name. The latter uses Avenir Next Medium, whereas the rest of the text is Avenir Next Ultra Light.
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