In March 2022, A Tactile Perception underwent a brand refresh – and I’d love to show you the behind the scenes process here!
I started my brand in 2015, and I spent a lot of time choosing what I wanted my brand to represent. Even at that time it was beauty, quality, femininity, and that tactile sense. I also wanted to include circles, because this symbol represents infinity, wholeness, and peace. These are beautiful qualities for a wedding stationery brand that celebrates the love between couples. Circles also more concretely represents the wedding rings that we wear. I designed my own original logo, although didn’t have a lot of experience with designing these at that time. I took inspiration from sparkles and braille, and used yellow, peach and pink to convey that feminine and pretty look. I created a logo that was quite unique and didn’t conform to the watercolour logos of the time.
A Brand Refresh
Fast-forward to 2022 and A Tactile Perception needed a little brand makeover. At the end of 2021 I took some time away from my profession as a Neuropsychologist to work on wedding invitations full-time. To coincide with this was a new website, and the brand needed an upgrade too.
I wanted to move towards something that retained the feminine and elegant look, but was a little more sophisticated. I wanted to keep the circle symbolism, but also have a logo that represented unique and quality invitations with an artistic twist.
Preparation and Inspiration
The first step for me was to think about those moods and symbolism, and create a moodboard in Pinterest. Images had to have the right feeling and colours. I also took my favourite images of my own stationery, which helped me make my new branding consistent with where I wanted to be heading.
As you might know about me, I had to sketch! I prefer paper and pencil over digital, so I got an old sketchbook out to come up with some ideas. It’s not a pretty process but it definitely helps to flesh out ideas. It helped me to write down the words that I wanted the brand to move towards.
Once I was playing with shapes, I wanted to explore the new colours. Even though I began with yellow, peach and pink in 2015, over the years I had removed the yellow and added a natural bronze brown shade. I loved this colour and wanted to keep it, but it needed to be darker to use for text. So the next move in the brand refresh was to take these colours and uplevel them. The brown became sharper, and represents resilience and maturity. I really wanted to keep the light pink, so that stayed the same, and then I had to add another colour…what to add? Going back to my ideas about where I wanted the brand to go, the new colour had to be beautiful and sophisticated and match the dark brown and pink.
The first colour that came to mind was a royal purple, and that was it. Purple is whimsical yet sophisticated, elegant yet powerful, and artistic and spiritual. Perfect.
The Final Version
When it came time to create the digital version, most of the work on the brand refresh was done. It actually flowed more easily that I thought it would! I put the elements together, two perfect circles in the foreground and two irregular circles in the background. Originally, I had one foreground circle smaller than the other, to create some hierarchy (a design term to mean some imbalance that directs the eye). However, I actually really wanted the circles to be the same size, because for me this means equality.
The circles for me also symbolise two people in a couple, linked but separate, both equal in importance and respect.
They are sophisticated and smooth, also representing the premium experience you’ll get with me. Although, I managed to sneak in some imbalance after all, setting them both off-centre (I love asymmetry in design).
The irregular circles in the back represent the artistic twist. They are irregular in shape and look like paint “blobs” (there is not a nicer word for this!). This represents the creative and individualistic side of my work. The other advantage here is that the paint symbolises the tactile element – people always want to touch the paint!
The font stayed the same – I absolutely LOVE fonts (what stationery designer doesn’t?), and I put a lot of thought into this when I chose it back in 2015. The font stays!
Unique, elegant, artistic. I think it works, don’t you?