2023
Entrant Company
Category
Client's Name
Country / Region
Rose Reynolds, FIT alum and Creative Director of graphic design firm Rose Reynolds & Co., partnered with The Great Exhale™, a private membership community for Black women, to lead their brand refresh project. The updated logo and brand identity needed to capture the spirit of the company's tagline: 'A Soft Space for Black Women.” The logo therefore had to visually communicate calmness and softness.
The new visual brand language incorporates:
• The bespoke Exhale logo font with gentle curves to capture the ethos of the community.
• A distinctive brand mark: the Exhale "e" and ellipsis, to communicate taking a pause.
• A modern typeface that easily integrates into a variety of settings, particularly digital touchpoints.
• A soothing, sophisticated color palette, grounded in peaceful shades of green, to inspire meditative calm.
• A word mark with a dark-to-light gradient to visually represent the act of exhaling.
• Shades of brown to evoke melanin, comfort, and a connection to the earth.
The new design showcases a signature brand mark, bespoke word mark, and an updated color palette. The brand colors include brown as a nod to the community the company serves, and green to signify the brand's commitment to supporting their members' healing, evolution, and relaxation.
Credits
Entrant Company
NetEase (Hangzhou) Network Co., Ltd
Category
Corporate Social Responsibility - Pro Bono (Free)
Country / Region
China
Entrant Company
GMR Marketing
Category
Strategic Program - Interactive Brand Experience
Country / Region
United States
Entrant Company
Sharon and Guy
Category
Publication - Publication / Other___
Country / Region
United States
Entrant Company
LKCS
Category
Advertising - Direct Mail
Country / Region
United States