Finally, for this project, I created brand guidelines for “Roots”. This talks about the fonts, colours, shapes and how they fit together on to the different touch points. I think that this is a simple way to display the designs to a client and so that anything that is made to promote the brand fits in with each other creating an identity that people can recognise.
To create the guidelines I tried to design it in some sort of structure by using columns. I found that this was difficult with the slightly odd shape of the van mock up.
When I was looking at other designs of identities for gardening companies they were mostly focused on light greens for obvious reasons. I wanted to use a green as the client had provided this on his mood board but he had also provided more of an autumn style to it. This was the motivation for this. I think the orange, green and brown I have used work well together and create a modern feel that the client wished for.
I chose to keep to one font in the designs to keep it simple and clear. Futura works for both headings and body text making it simple to keep consistency. It is an easy to read font and has a contemporary feel to it.
Overall the touch points have been over worked and have become slightly tacky. This is most likely due to the pattern and it does not allow for any ease on the eye and it is also substandard as the lines do not align up well creating a poor quality design.