Page 75 - Process_book_Carla Ann_Lloren

Chapter 5 Branding & Final Artefact

Execution of Brand Elements

Initial Typography Feedback (n=3)

Option 1 Option 2 • Gabriola not as readable

Primary Primary
• General feedback on a
Baloo Bhaina 2 Monsterrat seeming aesthetic
mismatch of primary and
Secondary Secondary secondary font styles
Sours Sans Pro Gabriola • My Inputs: Though Lucida

Sans and Calibri are both
Option 3 considered accessible Branding & Final Artefact

Primary fonts, I needed to have a
combination of a formal
Lucida Sans looking font and a softer

Secondary one to reflect the brand
personality. The
Calibri combination of Lucida

Sans and Calibri does not
give me this contrast.

Typography Research

Keeping my target user in mind, I needed to explore font styles
that are highly readable . But at the same time the secondary
typography should be soft and must blend well with the primary.
Hence, fonts from the Sans Serif family were chosen as they are
easy to read. I have chosen to keep Calibri in my final

Typography as it is an accessible font and have opted for Rubik
to provide the combination contrast I was looking for.