Roots insurance brand guidelines
Matheus Monteiro
That is one of my favorite branding projects. Unfortunately, the client rejected the logo, but I decided to explore it after I delivered the final brand book.
Logotype
About this project
The company never had a brand guideline or cohesion when communicating verbally or visually. So the first step was creating the brand's personality and tone of voice.
This manual was written in Portuguese, but I translated it into english to create a new brand name, close to the original.
Tone of voice
I don't see a brand as something we just see, but as a whole universe that expresses a company's personality, values, and goals.
In this section, we also explore practical examples of how to write and select keywords that we should always be used to reinforce our personality.
Visual Universe
logo
Colors
Typography
Iconography
Mockups
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Posted Apr 19, 2022
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