Brand Identity | Strategy and Insight | Brand Style Guide
StyleWorks Creative developed a whole new brand identity for HarperCollins children’s publishing. Geared towards early readers, the branding system included a new logo along with various icons and other graphic elements.
After presenting a selection of potential logos to HarperCollins, we settled on one that uses book spines as a familiar brand identifier, made all the more playful by their tilted orientation and the accompanying sans serif font.
It’s a mark that can double as an icon. We also created alternate versions for multiple applications.
Tonal Color Palette
For the icon system and background art, we developed a primary color palette that featured a softer version of each hue.
The addition of the softer colors brought another dimension to the program, allowing the icons and other elements to truly stand out.
Having begun with simple two-tone icons, we soon found ourselves adding doodle effects for a fun and childlike feel.
The guide included tutorials for the HarperCollins in-house staff to recreate the look.
We also included a collection of base-layer patterns to complement the trade dress. They were designed for any application, no matter the medium, from in-store retail displays to social media posts.