Refreshing the visuals
Ultimately, the Intelligent Ink team wanted to keep their much-loved original logo which has a structured, corporate feel, while refreshing everything around it to bring warmth and personification to the visual brand.
To get an idea of the refresh, I started off with a Q&A with Christina and Verity from Intelligent Ink, considering their values, purpose and personality. Afterwards, I created some colour palette and font options for Christina and Verity to consider, and talked them through the psychology behind each one.
“We liked how Tonia took the time to explain her rationale behind each option, and went into detail about why each colour and font had been chosen,” recalls Christina. “And when we were struggling to decide on which brand design we wanted to go with, Tonia took the time to create mockups of our favoured options in situ to help us make up our mind!”