Small businesses can use this process to create a visual guide for their brand. By LimeRed Studio

1. Small business
branding

2. Leave design to the
professionals
Would you hire your neighbor to build
you a house because he likes to tinker
around in the garage? No.

3. Toolkit Outcome:
We’re not designing logos now, we’re
building a foundation. You know your
business best. We’re looking for:
• And understanding of basic branding
• A visual statementyour audience and
mission
sense of
• A visual guide/map (moodboard)

4. Step 1: Customers
• You’ve probably already done this.
• Let’s think about your BEST customer.

5. Best Customer
• Age:
• Occupation:
• Gender:
• Income:
• Where does this person live? Do they rent or own?
• How does this person get to work:
• Where do they get their information? friends/family/media, etc
• What are their musical tastes?
• Are they married or single? Do they have children?
• Where do they shop? online/instores/tv?
• What are their favorite stores?

6. Best Customer
• What is their prized possession?
• What are their bad and good habits?
• What keeps them up at night?
• Do they like to try things before they buy? Music, makeup...
• Are they good at managing money or time?
• This list can go on and on.

7. Step 2:
Mission Statement
• Be specific, please:
• (name of business) sells/provides
(type of product or service) to
(short best customer description)
so they (benefit to customer).

8. Step 3: Word List
• Make acompany thatthat resonate with
YOUR
list of words
will
describe
YOUR best customer.
• Specific, visually-rich words
• At least 10 of them

9. Sally’s Great Word List
Phoenix (resilience, drive, calculated risk, constant effort, hard work, my success is
function of client’s success)
T-shirt slogan (an inside joke, comedy, laughter, boiling ideas down to few key words,
optimism)
Seanchai (Gaelic for storyteller or old talker) (act-of-writing, stories, words, grammar,
history, transfer of knowledge, thought leader)
Purple brain (I say that my brain changes color when I speak French or am fully engaged in
conceptual conversation; this is happiness for me)
Lounge chair (sun shining down on you, satiation, work is done, you can relax now;
reward)
Bordeaux (rich, cultured, appreciative, tasteful, well-traveled and educated—also a subset
of a set—one wine among many, speaking to organization)
Roman Viaducts Slash Stonehenge (innovation, invention, community, momentum, family,
heritage, legacy, functioning unit, leadership, ritual, ceremony)
Pangea (name of our planet when all continents were connected) (interconnected, global,
human context, global economy, global trends)
Straght A’s (perfection, perfection can be enemy of good, diligence, integrity, tiereless, you
see what you get, transparent)
Couch (homey, relief, comfortable, homey, safe, the right solution at the right time)

10. Image Sites
Stick your words into these sites’ search boxes for
image results and save the ones you like.
• veer.com
• istockphoto.com
• images.google.com
• Flickr.com
• gettyimages.com
• jupiterimages.com
• paper-source.com
• crateandbarrel.com (I like to ask clients to choose a duvet cover)
• reprodepot.com (I like to ask clients to choose fabrics)

11. Step 4: Moodboard

12. Sally’s Moodboard

13. Sally’s Concepts

14. Final logo
Sally OnMedia
digital + social + visible
SALLY O’DOWD :: PRESIDENT
sallyonmedia.com
sally@sallyonmedia.com
773-458-3750
SallyOnMedia
digital + social + visible

15. SallyOnMedia
digital + social + visible
Logo Usage Guide
The typefaces used in the logo are Avenir and Mrs Eaves Small Caps.
Typeface options:
SANS SERIF: Avenir Light, Light Oblique, Roman, Oblique, Heavy, Heavy Oblique
SERIF: Mrs Eaves Roman, Small Caps, Italic, Bold
Also, Arial and regular Helvetica is fine for Web.
Color options:
Primary Colors: SPOT CMYK RGB HEX
Purple 520C 64, 100, 12, 0 124, 43, 131 7C2B83
Orange 158C 0, 61, 97, 0 245, 128, 37 F58025
Blue 5425C 30, 4, 0, 31 128, 161, 182 80A1B6
Secondary Colors: SPOT CMYK RGB HEX
Navy 548C 100, 24, 0, 64 0, 68, 106 00446A Secondary colors to be used as
complimentary colors for web or
Yellow 142C 0, 28, 76, 0 253, 190, 87 FFCC66 print, never to replace logo colors.
Lt. Grey Cool Grey 7 0, 0, 0, 37 173, 175, 178 AFAFAF
Dk. Grey Cool Grey 11 0, 2, 0, 68 113, 112, 115 6D6D6D
Business card:
Sally OnMedia
digital + social + visible
SallyOnMedia
SALLY O’DOWD :: PRESIDENT digital + social + visible
sallyonmedia.com
sally@sallyonmedia.com
773-458-3750

17. SallyOnMedia
digital + social + visible
Logo Usage Guide
Logo
Using the height of the mark to create a square, use the
square as a guide for white space around the logo.
SallyOnMedia
digital + social + visible
Unacceptable Uses:
SallyOnMedia !"##$%&'()*" SallyOnMedia SallyOnMedia
digital + social + visible )*+*,"#-.-/01*"#-.-2*/*3#( digital + social + visible digital + social + visible
Do not change the logo colors Do not change the logo Do not bend, squeeze or stretch Do not place the logo on a
to something crazy. typeface. the logo. dark, busy photo background.
Acceptable Uses:
SallyOnMedia SallyOnMedia SallyOnMedia SallyOnMedia
digital + social + visible digital + social + visible digital + social + visible digital + social + visible
Reverse the logo with all Use the logo in all black. Use 1-color orange on LIGHT Reverse on a low-contrast
white. neutral background. dark background.

19. Divine Scentiments
Divine Scentiments Divine Scentiments Divine Scentiments
customer profile: mission statement: word list:
Patty is 38. She is an artist Divine Scentiments provides 1. healing
and teacher who also dabbles aromatherapeutic home, bath 2. ancient
in yoga and music. She has a and body products and 3. alternative
moderate income, is single education to spiritually and 4. accessible
and rents an apartment in a socially conscious individuals 5. organic
large urban area. She so they can maintain balance 6. botanical
commutes to work via her car health and wellbeing. 7. synergetic
or public transport depending 8. honest
on her mood and the weather. 9. nature
She prizes her friends and her 10. heavenly
experiences with them above
all and loves sharing music
and inspiration with them. She
loves to read: books, the
internet, magazines, whatever.
This customer loves
knowledge; she’s very
spiritual, but also down to
earth. She loves coffee and
tea, traveling, and novel
experiences. She loves music
and movies.

20. Divine Scentiments Moodboard

21. Concepts

22. Divine Scentiments Final Packaging