General Language: Finding a Terminology
Nate reviewed the board and referred to it in the following terms:
High contrast - ✅ totally aligned w/ my own language
Moody - ✅ it’s dark, it’s moody.
Existentialist - 🤷♂️ referring to the stars; directionally correct but not the word I would use
I phrased it in my own words as follows:
🤖 Futuristic - I love Sci-Fi and rockets
⚗️ Scientific - Scientific method FTW!
- 🌃 Urban - Sky scrapers and clubs
Colors & Fonts: Result of Brand Core
Understand the principles, then the application is easy. - Pavel Tsatsouline
With the brand core identified it’s rather easy to derive colors and fonts.
A couple of considerations when picking my colors:
No Blue: I am tired of “professional” colors.
Energetic: I wanted an accent color that feels electric.
That’s how we ended up with extra violet 💜 + glow pink ⚡️
For my fonts I browsed Google Fonts until I found the right combo. Here my rationale:
Roboto Mono (mono spaced font) for paragraphs because [a] it looks like coding font and [b] because the ‘serif-like’ design makes it easier to read in longer texts.
VT323 (special font) as a cover and logo font. It looks like cassette futurism (a la ‘Maniac’ on Netflix). I LOVE that stuff. And most importantly, it’s different.
If you want to dig deeper into the entire process and see the results (applications online + in my slides) then read more in this twitter thread 👇