Nearing the final year of my degree and, thus, approaching the look for employment, I needed an online portfolio to show potential agency employers me and my best work. Since I didn’t already have one established, it was time to develop a visual identity and implement it on a platform that suited me, my work and my style: you're looking at the result.
DAVENPORT | BRANDING & PERSONAL IDENTITY
MOI.
LOGO DESIGN
The design was initially intended to resemble a city skyline silhouette while remaining simple and sharp. My name is discernible but is not immediately obvious and while the shape is very bold and simple, it remains interesting. This aims to suggest the depth of thought in my ideas and designs that tends to be executed in clean, simple compositions.
The flat, blocky lower half also works as a functional element: it is not only suitable for independent placement, but it is ideal for use as a header image that flows cleanly into a background. A long-format setting proves best for such use.
A photographic background of a process/mood board of my own work is used as a background on much on the branding and, as more work is added or developed, it can be grown and changed to suit whatever is featured in my portfolio. It also adds a somewhat messy texture to my designs and juxtaposes well with the sharp logo. It also shows some of my process and displays that while it may start messy, my work is clean, creative and well thought out.
COLOUR
The mix of sharp, clean shapes with more messy, hand rendered elements represents my style well: a long ideas generation process with clean and effective results.
Despite the contrast in styles, the shared tones of each element ensure the branding is consistent and coherent: the composition of each element using the established colours and textures works well and is clearly identifiable as on-brand. The inclusion of small points of yellow highlight increase this recognition further, as well as being a functional device.
Again, like the logo itself, I have chosen clean, sharp typography for use in all of my media: CV, cover letter, business cards and portfolio, with the latter showcasing all elements most effectively.
Using the defined characteristics, the branding can be expanded to almost anything but I have chosen to keep it limited to purely functional pieces: just because something works does not mean it is necessary. Additions of such 'filler items' could result in an overly broad personal identity, not ideal for the fairly minimal intended style.
FINAL
FULL IDENTITY
FONTS
