Design

Let’s make a brand

We use brands to project who we want to be in the world, how we want people to perceive us, and how we want to feel about ourselves. – Debbie Millman

For the past few weeks, I have been looking into branding my thesis. My first impression was this is going to be a piece of cake and I will be able to complete it very soon. I soon realized that it was a lot of work, even though I stuck to the bare necessities of branding.

 
slack-thesis-name-web-1-750x441.png

It first starts with a name. A product name. A name that you can be proud of, easy to say and easy to remember. I decided to create a mini Slack group among my classmates to decide on some of the options I had in mind. Just the deciding of the name took more than a week. Finally, a majority voted on just one name and which was Anchor. It was easy to remember and it had a positive and literally a heavy meaning to it.

Thesis name: Anchor (check)

Next was deciding on the color palette and typography. I was advised by Molly, a visual designer in New York City to create a color palette for Anchor. My product was useful during emergency situations, but I really didn’t want my colors to match red, orange or yellow. I wanted my colors to express happiness and warm-y feelings. I created some variations that had lighter colors of the emergency tone and one complete opposite.

 
anchor-colors-web.png

The winning color palette is below

anchor-color-v1-web.png

Thesis color palette (check)

Then the final and main piece which was the logo. This was my least favorite task only because creating logos was not my forte. I was trying to play on the word, Anchor and have some hint of a lamp post, grid or network. I tried many variations, but nothing screamed, a-ha! My VD advisor helped me to narrow down some of the styles and iterate on a couple. And after days and days of sketches and iteration, I now have a logo.

 
anchor-logos.png

Thesis logo (check)

Voila! Introducing Anchor

anchor-logo.png