Claudel Fontus Brand Identity
The goal of this project was to create an identity system for Claudel Fontus that represents the things that make him special. Claudel is a multi-talented individual with a very diverse set of personality traits. I wanted to create a system that spotlights the different traits and talents that uniquely define Claudel.
Logo
The logo is a minimal design that represents Claudel’s passion for science and the depth of his personality as an individual. Claudel is a family person that aims to become a renowned professional in his career and leave a legacy behind for his family. In two years he will start introducing himself as Dr. Fontus after earning his PharmD. With this in mind, I used the initial of his last name to create a logo that can be easily recognized and associated with him.
Logo Variations
The chosen color variation depends on the color the logo is being used on. For consistency purposes, I only used four color combinations so the brand’s colors are easier to identify. This is also the reason why each variation has the primary colors of the brand as the circle’s background.
Logo Meaning
The logo was developed from atomic particles used to create a molecular structure in the form of an uppercase F. I wanted to combine Claudel’s multifaceted personality with his love for science, so I used atoms to represent each of his many traits. These atoms combine to create a logo that shows his personality on a molecular level.
There is a lot of dimensionality to Claudel, but many people fail to see the depths of his personality and only know him as a dancer or volleyball player, etc. I wanted to play on the notion that his full capabilities can’t be seen with the naked eye. I decided to add a circle that represents the detailed view one has when looking through a microscope. This view reveals the molecular structure that defines his unique personality.
Color Palette
When choosing the colors for this identity system, I wanted to pick colors that have a connection to Claudel but also represent the kind of person he is. The colors I decided on are all colors he loves, they all reflect some aspect of his personality, and pair well with each other.
Logotype
When deciding on the logotype, I wanted to design something that looked clean, modern, and professional, since he will be using this brand throughout his career. I also wanted a friendly style to represent his warm and inviting personality. I used the Heimat Display 10 Bold font and modified the weight to achieve the final look, which conveys Claudel's approachable persona and the respect and experience he hopes to gain
in his career.
in his career.
Slogan
Claudel’s confidence and faith are a big part of who he is. Claudel never has self-doubt because he believes God is always with him and with that anything is possible. He lives and breathes confidence, not because of ego, but because of his faith in God and himself. This is why I decided to create the slogan “Vivre en confiance” which means “Live in confidence”. I wrote it in French because he speaks the language and it is also a big part of his background.
Brand Graphics
To further stress the point of Claudel’s multifaceted personality, I created illustrations related to some of his many passions. I wanted to make the design style consistent with the idea behind the logo so I made the graphics in the form of molecular structures.
Brand Pattern
I combined the illustrations I created to form a pattern for the brand. I wanted to add depth to Claudel’s brand identity and facilitate brand recognition. The pattern design also doubles as stars and constellations which are celestial elements related to his interest in astrology.
Business Card
I created a business card to showcase the usage of the brand's graphic elements. I also wanted to create something Claudel can start using right away and update as he grows in his professional career.
Reflection
This entire project was a challenge in itself since I never created a brand identity for a person before. Developing a branding system for a company or product is difficult, but creating a brand for a person was more challenging than I thought. Despite the difficulties I had, it was really fun designing different elements that best represent Claudel.