Summary

When I joined the Standard team, I was assigned the task of enhancing their brand identity. I appreciated their existing branding, which skillfully combines a traditional and trustworthy serif with an innovative and dynamic sans-serif in their logo.

My goal was to introduce greater structure and consistency to their branding to ensure that the use of the logo and color palette remains uniform across all future applications. I selected fonts and a color palette to serve as a standard for myself and anyone involved in creating branded materials.