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SARAH
MICALLEF
SARAH MICALLEF
Digital Artisan
www.sarahmicallef.design
0401 311 108 | hello@sarahmicallef.design
Contents Page
Design Brief 3
Research
Gianluca Santoro 4
Ron Gibbons 6
Davy Dooms 8
Style Guide 10
Brand Touchpoints
Resolved Logo 20
Business Card 21
Desktop Website 23
Project Summary 26
Design Process 27
Reference List 37
Design Brief
Due to the anticipated upcoming emergence of Sarah Micallef as
a professional within the design industry, the development of an
aesthetically consistent set of brand touch points is required.
3
Research
Logo 1 | Gianluca Santoro
The application of Graphic Designer Gianluca Santoro’s logo
across his touch points, displays a high degree of consistency,
both in the limited colour variations of the logo used (Pantone
P 179-10U and P 179-2U) and the placement of the logo, which
either appears centre justified (website, stationary items) or left
aligned (business cards, letterheads). Santoro uses the same
colour palette across digital and printed touch points.
4
2
3 4 5
6 8 9
5
Research
Logo 2 | Ron Gibbons
Graphic Designer Ron Gibbon’s application of his logo across
touch points displays consistency in the singular logo choice
utilised, but also offers variety in the use of the contrasting
colours choices of Pantone Black C and 2035 XGC which have
been selected to present the logo in, with the Pantone 2035
XGC version being utilised across the majority of touch points.
6
11 12
14
13 15
16 17
7
Research
Logo 3 | Davy Dooms
The application of Graphic Designer Davy Dooms logo across
his touch points showcases exceptional consistency, with the
logo being featured only in Pantone Black C. Additionally to this,
the logo placement remains the same across all touch points,
always appearing in the top left hand corner, with a consistent
amount of clear space surrounding it. The only variation in the
logo is seen in its debossing on Dooms business card.
8
19 20
21 22
24
26
23 25 27
9
Sarah Micallef | Style Guide
SARAH
MICALLEF
10
Contents Page
Sarah Micallef Logo 12
Boundary Specifications 13
Size Specifications 14
Typography 16
Signatures 18
11
Sarah Micallef Logo
The Sarah Micallef logo represents Sarah Micallef as a creative 1.
professional and aims to convey the qualities of precision, clarity,
creativity and passion. Precision is conveyed via the exact logo
measurements and alignment, clarity in the typeface choice,
creativity via the use of a custom made graphic element and Symbol
passion through a strong and vibrant master logo colour choice.
12
Boundary Specifications
X X
There must be a border of clear space around the Sarah Micallef 1. SARAH
logo at all times in order to ensure that the logo does not come
X
MICALLEF
into contact with other elements, including text and images.
1. For the master logo, the minimum amount of clear space that
X
should surround the logo is equivalent to the combined height of
the words ‘Sarah Micallef’ as displayed on the logo. SARAH
X
MICALLEF
XX = The combined height of Sarah Micallef X
2. For the secondary logo, the minimum amount of clear space
that should surround the logo is equivalent to half of the height 2.
X
of the outermost (vertical) stroke of the SM symbol, as displayed
on the logo.
X
X
13 X = 1/2 height of outer stroke of SM symbol
Size Specifications
In order to ensure the visibility and visual impact of the Sarah 1. 2.
Micallef logo, the below standard and reduced size specifications
have been formulated.
23mm
Master Logo
37mm
SARAH
1. The absolute minimum size this logo should ever be used at is MICALLEF
23mm | 86.92 pixels in diameter.
2. The ideal minimum size for this logo to be used at, for
effective visual impact is 37mm | 139.84 pixels in diameter.
Secondary Logo
4. The ideal minimum size for this logo to be used at, for
effective visual impact is 30mm | 113.38 pixels in diameter.
4mm 37mm
14
Logo Colour Variations
Colour | Flat Colour | Rendered Colour Palette
Opaque White
C=0 M=0 Y=0 K=0
SARAH SARAH SARAH SARAH R=255 G=255 B=255
MICALLEF MICALLEF MICALLEF MICALLEF
#FFFFFF
15
Typography
Gotham Light is the chosen font family of the Sarah Micallef 1. Gotham Light Regular
brand, and must be used consistently across all brand touch
points for both internal and external materials. Gotham Light is abcdefghijklmnopqrstuvwxyz
widely available both within and outside of professional design ABCDEFGHIJKLMNOPQRSTUVWXYZ
programs. 0123456789!@#%&*()$?
Gotham Light is available in a variety of different weights and
styles, making it a versatile choice and is highly legible, reflecting
the clarity and longevity of the Sarah Micallef brand. 2. Gotham Light OTF
1. Gotham Light Regular is to be used for all body copy.
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
2. Gotham Light OTF is to be used for headings and emphasis
text, instead of underlining.
0123456789!@#%&*()$?
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789!@#%&*()$?
16
Typography
In conjunction with the Gotham Light font family, the Sarah 1 Pantone 8104 C - 100%
Micallef brand has a chosen font colour palette of 3 colours C=51 M=49 Y=55 K=17
which must be applied consistently across brand touch points. R=127 G=127 B=126
#7F7F7E
These colours, when applied correctly, provide excellent visibility
over both light and dark backgrounds whilst also creating a 2 Pantone 10102 C - 100%
unified and professional brand aesthetic. C=5 M=5 Y=9 K=10
R=195 G=197 B=196
#C3C5C4
1. Pantone 8104 C is to be used for all text appearing on light
coloured backgrounds. 3 Pantone 2347 C – 100%
C=0 M=100 Y=100 K=0
2. Pantone 10102 C is to be used for all text appearing on dark R=237 G=28 B=36
coloured backgrounds. #ED1C24
Text Heading
Body Text
17
Signatures
Signatures are a key touch point for the Sarah Micallef brand 1.
and must be used consistently across both digital and physical
mediums in order to ensure not only the integrity of contact SARAH MICALLEF
details provided, but also the sufficiency and appropriateness of Digital Artisan
these details. 0401 311 108 | hello@sarahmicallef.design
www.sarahmicallef.design
1. Signature 1 is the standard email signature that is to be used SARAH
MICALLEF
www.sarahmicallef.design
3. Signature 3 is designed to be applied in situations where
contact details are required separately from a logo, such as
within presentations or as a document footer. 3.
SARAH MICALLEF
Digital Artisan
www.sarahmicallef.design
0401 311 108 | hello@sarahmicallef.design
18
Prohibited Logo Use
The Sarah Micallef logo must be used consistently in order 1 4
to promote brand integrity, maintain professionalism and
ensure optimal logo visibility. The below listed applications and
alterations of the logo are prohibited and must not occur.
MICALLEF
SARAH
4. Placement of the logo over images.
SARAH
MICALLEF
19
Brand Touch points | Resolved Logo
SARAH
MICALLEF
SARAH
MICALLEF
20
Brand Touch points | Business Card
28
21
Business Card Rationale
90 x 55mm
Double sided
Full Colour
450 GSM
Matte celloglazed finish (both sides)
Raised spot UV (logo on front, text on back)
22
Brand Touch points | Website
29
23
Brand Touch points | Website
30
24
Website Rationale
My website was designed with clarity, ease of use/navigation Website Favicon | 16px
and visual engagement in mind, as well as a determination to
Website Favicon | Enlarged View
ensure that this website was consistent with my other brand
touch points. My logo is applied to both the header of the site
and as a favicon.
25
Project Summary
The original goals of this project as listed in the project brief, were to
create an aesthetically consistent set of brand touch points in order to
represent Sarah Micallef as a bold, confident and detail-driven design
professional. These touch points were to include a logo refined to a
professional design industry standard, suitable for use over a variety of
applications, a double sided, full colour business card, and a desktop
website, all of which would be suitable for distribution to and viewing by
potential employers and other design industry professionals.
It is my strong belief that the goals of this project have been met,
with all produced touch points not only conveying the qualities of
sophistication and clarity but also showcasing an excellent amount of
attention to detail in their precise and meticulously crafted construction.
The logo produced is not only of a professional standard, but due to its
simplicity of elements and shape, is also suitable for application over a
wide variety of applications, resulting in a touch point that offers true
longevity and will grow with me as my professional needs change.
dynamism, with the current layout being too structured and rigid.
26
Design Process
Logo Initial Sketches
27
Design Process
Logo Refined Sketches
28
Design Process
Logo Digital Roughs
SARAH
MICALLEF
SARAH
Sarah Micallef
MICALLEF
SARAH
MICALLEF
MICALLEF
SARAH MICALLEF
SARAH
Sarah Micallef
Sarah Micallef
M
M
Sarah
Micallef
SARAH Sarah
Sarah Micallef
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Design Process
Logo Digital Refinement
Sarah Micallef
30
Design Process
Further Logo Digital Refinement
A B C
D - Original E F
31
Design Process
Further Logo Digital Refinement
Dark Original Gradient | A B C
32
Design Process
Logo Evolution
SARAH SARAH
Sarah Micallef MICALLEF MICALLEF
33
Design Process
Business Card Design Process
SARAH
MICALLEF
34
Design Process
Website Design Process - Home Page
35
Design Process
Website Design Process - About Page
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Reference List
Airey, D. (2015) Logo Design Love: A guide to creating iconic brand identities (2nd Ed). Pearson Education, USA.
Figure 2. Santoro, G. (2015) Gianluca Santoro personal branding | stationery. Retrieved from http://gianlucasantoro.
net/gianluca-santoro-personal-branding
Figure 3. Pantone Colours. (n.d) Pantone Colour Chart - Pantone 179-2 U. Retrieved from http://www.pantone-colours.
com/
Figure 4. Pantone Colours. (n.d) Pantone Colour Chart - Pantone 179-6 C. Retrieved from http://www.pantone-colours.
com/
Figure 7. Santoro, G. (2015) Gianluca Santoro personal branding | business cards. Retrieved from http://gianlucasan-
toro.net/gianluca-santoro-personal-branding
Figure 8. Pantone Colours. (n.d) Pantone Colour Chart - Pantone Black 6 C. Retrieved from http://www.pantone-co-
lours.com/
Figure 9. Pantone Colours. (n.d) Pantone Colour Chart - Pantone 10390 C. Retrieved from http://www.pantone-co-
lours.com/
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Figure 10. Gibbons, R. (2016) Ron Gibbons logo. Retrieved from http://www.rongibbons.co/
Figure 11. Pantone Colours. (n.d) Pantone Colour Chart - Pantone 485 C. Retrieved from http://www.pantone-colours.
com/
Figure 12. Pantone Colours. (n.d) Pantone Colour Chart - Pantone Black 6 C. Retrieved from http://www.pantone-co-
lours.com/
Figure 13. Gibbons, R (2014) Ron Gibbons personal branding | website mockups. Retrieved from https://www.be-
hance.net/gallery/14041337/Personal-Branding
Figure 14. Gibbons, R (2014) Ron Gibbons personal branding | business cards. Retrieved from https://www.behance.
net/gallery/14041337/Personal-Branding
Figure 15. Gibbons, R. (2016) Ron Gibbons logo. Retrieved from http://www.rongibbons.co/
Figure 16. Gibbons, R (2014) Ron Gibbons personal branding | stationery. Retrieved from https://www.behance.net/
gallery/14041337/Personal-Branding
Figure 17. Gibbons, R. (2016) Ron Gibbons website. Retrieved from http://www.rongibbons.co/
Figure 18. Dooms, D. (2013) Davy Dooms logo. Retrieved from http://davydooms.com/
Figure 19. Dooms, D. (2014) Davy Dooms personal branding | business cards. Retrieved from http://davydooms.com/
personal-branding/
Figure 20. Dooms, D. (2014) Davy Dooms personal branding | business cards. Retrieved from http://davydooms.com/
personal-branding/
Figure 21. Dooms, D. (2014) Davy Dooms personal branding | business cards. Retrieved from http://davydooms.com/
personal-branding/
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Figure 22. Dooms, D. (2014) Davy Dooms personal branding | business cards. Retrieved from http://davydooms.com/
personal-branding/
Figure 23. Dooms, D. (2013) Davy Dooms website. Retrieved from http://davydooms.com/
Figure 24. Dooms, D. (2014) Davy Dooms personal branding | stationery. Retrieved from http://davydooms.com/per-
sonal-branding/
Figure 25. Dooms, D. (2014) Davy Dooms personal branding | invoice. Retrieved from http://davydooms.com/person-
al-branding/
Figure 26. Pantone Colours. (n.d) Pantone Colour Chart - Pantone Black 6 C. Retrieved from http://www.pantone-co-
lours.com/
Figure 27. Pantone Colours. (n.d) Pantone Colour Chart - Pantone 179-6 C. Retrieved from http://www.pantone-co-
lours.com/
Figure 28. Behance. (2015) Ultimate Business Card Mockups. Retrieved from https://www.behance.net/gal-
lery/22552115/Ultimate-Business-Card-Mockups-Free-Download
Figure 29. Pixeden. (2016) Cinema Display PSD Mockup. Retrieved from https://www.pixeden.com/psd-mock-up-tem-
plates/cinema-display-psd-mockup
Figure 30. Pixeden. (2016) Cinema Display PSD Mockup. Retrieved from https://www.pixeden.com/psd-mock-up-tem-
plates/cinema-display-psd-mockup
Wheeler, A. (2013). Designing Brand Identity: An essential guide for the whole branding team (4th Ed). Wiley, New
Jersey.
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“A brand is the promise of
an experience.” - Alexander Isley
SARAH
MICALLEF
SARAH MICALLEF
Digital Artisan
www.sarahmicallef.design
0401 311 108 | hello@sarahmicallef.design