For this project, I selected a fictional company called Blaze. It’s a new social media platform, primarily focused on Gen X’ers. I began by gathering demographic information on the target audience: their likes and dislikes, their social personalities, locations, etc. From there, I created three different logo iterations before narrowing it down to the most successful design.

I refined the final logo, smoothing out the tendrils of the flames and optimizing the typeface. With the creation of the branding guide, I established proper rules of use, as well as inappropriate uses of the wordmark, icon, and complete logo. The typeface is specified for the wordmark, headings, subheadings, and body copy. And finally, the two main colors are specified with the appropriate color codes.