Gieselle Allen is a life and mindset coach based in San Francisco. She primarily works with ambitious women to overcome limiting beliefs, achieve life balance, and unlock their highest potential. While most of Gieselle’s clients hail from corporate America, she also helps clients globally, both male and female, to become better versions of themselves. Gieselle wanted to distinguish herself from other coaches in a way that showed her originality and vibrancy. My objective was to create logo designs and a unique brand identity design to match Gieselle’s style and resonate with her niche clients.
- Ambitious Women
- Aspiring Entrepreneurs
- Corporate Women
- Primary Logo Design
- Logo Variations
- Brand Identity Design
Brand Style Development
The first step of the brand identity design process is to create a mood board. It is a collage of photos that shows Gieselle’s desired visual style. The mood board shows Beyonce and female empowerment symbols to show courage and fierceness. The logos on the board represent the style for the logo concept, while the life balance wheel shows Gieselle’s profession. Bright colors and geometric patterns bring out the boldness, creativity, soulfulness, and other emotions to complete the look.
Pantone Color Palette
Gieselle gravitated towards bright, deep colors for her brand. She is not a fan of neon colors but wanted to stand out as bold and fresh. Hence, her color palette consists of rich, vibrant swatches from the Pantone color system. The combination of warm earth tones and deep jewel tones create a look that is loving, powerful, and soulful. This way, the colors of the brand pop, but maturely and professionally.
For every logo design project, I first create a black-and-white logo concept in the CMYK (print) color space. This method prevents design flaws and ensures design integrity. Based on the visual inspiration from the mood board, I created a logo concept with geometric sections and soft edges. The logo concept for this project ultimately became a logo variation. The outline shows where the colors separate in the full-color design, but without gaps to avoid a stencil-like appearance.
Each brand identity design project is unique, and so are the types of colors that I create for each client. The full-color logo design contains most of the brand colors. For most purposes, this logo is best, but in certain situations, a black-and-white, monochromatic (single color) or inverse (light color) logo may be more suitable. Therefore, the outline style is more appropriate for color variations than the full-color design. For Gieselle’s brand, the full-color design is the primary logo, but the outline variation serves as an alternative.
The brand identity board shows all of the final brand elements in one place. The client can reference this board to align their visual style with their brand.
The contents of this brand board are as follows:
- Primary Logo Design
- Logo Variations
- Pantone Color Palette
- Brand Style
Vector Logo Files
- Editable PDF
Raster Logo Files
- Transparent-background PNG at 1x resolution
- Transparent-background PNG at 2x resolution
- Transparent-background PNG at 3x resolution
- JPG at 72 PPI resolution
- JPG at 300 PPI resolution
Brand Identity Board
- Print PDF
- White-background PNG
Brand Style Sheet
- A print PDF file containing all of the proprietary brand guidelines
The End Result
Following the launch of Gieselle’s brand identity, she has received countless compliments on her look. She also hit the ground running to gain new clients and expand her brand reach. Her brand gave her the look of authenticity to match her years of experience in coaching. Since the beginning of 2019, Gieselle has expanded from a solo operation to a small team. It’s exciting to see Gieselle help the world with her gifts and I’m glad to help an ambitious entrepreneur to shape the future.
Legal note: The mood board images are courtesy of pinterest.com.