Tips The Scales Consulting
Full Visual Identity Package
May 2019
I worked with an entrepreneur to create a full visual identity package for a pet-tech consultant.
After establishing a basic brand strategy, a statement of differentiation was crafted and we agreed on the following guiding principles: results-driven, leader, accessible, agile, scalable, wise.
Next, three creative directions were considered to set the feel and concept behind the brand.
About the Visual Identity
The logo consists of two swimming koi fish known to symbolically represent advancement. Koi fish only grow bigger when they are in the right environment – they will stay small in fish bowl, bigger in a tank, and huge in an open body of water, living a long life. This symbolism meant to reflect Tips The Scales‘ effect on their customers. Furthermore, the two fish in the visual identity work together harmoniously, going the full 360 degrees - touching upon the breadth and depth of services provided. Their bodies are organically curved with flowing fins giving an agile, dynamic feel to the company, which are key values behind Tips the Scales.
Enclosure in a simple, square shape while also breaking out of the box, references the scalable approach and industry leadership.
Overall, the visual was created using the golden ratio design, which provides the identity that organic, human-centered, accessible edge.
The main font used for the wordmark, Fontastique, is an old-style inspired modern font, with a smooth contrast in character strokes and unique, accommodating letter ends. It has a friendly, yet dynamic demeanor which comes through the rounded counter spaces and upward feel.
Full Brand Standards
Below is the full brand standards package developed, including secondary visual language (graphic background, texture, iconography, photography and photo treatments).
Communications
Various communication pieces were put together to give the business a kick start -- business cards, social media platform images, and website visuals.
