PERSONAL REBRAND

PERSONAL REBRAND

PERSONAL REBRAND

In 2018, I chose to refresh my personal brand identity to make it more accurately reflect who I am, my values, and design sense. My brand identity system at the time had a weak online presence, was outdated, and did not accurately communicate my personal brand. After doing a complete brand indentity audit, I concluded that my system had very little brand equity, so I decided to do a complete identity redesign from the ground up.

To peek behind the design, keep scrolling!

CLIENT
» Self Initiated/Myself

DISCIPLINE
» Logo Design
» Branding
» Marketing

In 2018, I chose to refresh my personal brand identity to make it more accurately reflect who I am, my values, and design sense. My brand identity system at the time had a weak online presence, was outdated, and did not accurately communicate my personal brand. After doing a complete brand indentity audit, I concluded that my system had very little brand equity, so I decided to do a complete identity redesign from the ground up.

To peek behind the design, keep scrolling!

CLIENT
» Self Initiated/Myself

DISCIPLINE
» Logo Design
» Branding
» Marketing

In 2018, I chose to refresh my personal brand identity to make it more accurately reflect who I am, my values, and design sense. My brand identity system at the time had a weak online presence, was outdated, and did not accurately communicate my personal brand. After doing a complete brand indentity audit, I concluded that my system had very little brand equity, so I decided to do a complete identity redesign from the ground up.

To peek behind the design, keep scrolling!

CLIENT
» Self Initiated/Myself

DISCIPLINE
» Logo Design
» Branding
» Marketing

In 2018, I chose to refresh my personal brand identity to make it more accurately reflect who I am, my values, and design sense. My brand identity system at the time had a weak online presence, was outdated, and did not accurately communicate my personal brand. After doing a complete brand indentity audit, I concluded that my system had very little brand equity, so I decided to do a complete identity refresh.

To peek behind the design,
keep scrolling!

CLIENT
» Self Initiated/Myself

DISCIPLINE
» Logo Design
» Branding
» Marketing

MCLogo-mockup700

THE DESIGN PROBLEM

THE DESIGN PROBLEM

THE DESIGN PROBLEM

Although my 2008 logo had some merit at the time as a newbie designer, I wish I had spent more time developing it. The JMC monogram mark came to me in a flash of inspiration rather than thinking through a solution based on solving a design problem. A key mistake I made was that I went straight to refinement after settling on the first design idea, rather than doing at least 50 sketches with several design explorations.

Typeface and color weren’t completely thought through either. The word “DESIGNS” is set in a custom font made by myself to match the curves and rounded terminals, but it feels unbalanced and in need of refinement. The characters of the monogram are also out of balance, with the J smaller than the others, the M pushed to the back, and the C overemphasized. Color choice was based mostly on feeling rather than thinking through and leveraging the power of color. The overall aesthetic of the logo tends to communicate playfulness and youth rather than professionalism and experience. Even back then, I would’ve preferred the latter connotation.

Large problems also came up with usability. The first problem I had was confusion about how “JMC” connected with my name, because even though my birth name starts with a J, since birth I’ve been known by my middle name, Mitch. The second problem was that JMC Designs is an extremely common business name, which made chosing a suitable domain name difficult.

Although my 2008 logo had some merit at the time as a newbie designer, I wish I had spent more time developing it. The JMC monogram mark came to me in a flash of inspiration rather than thinking through a solution based on solving a design problem. A key mistake I made was that I went straight to refinement after settling on the first design idea, rather than doing at least 50 sketches with several design explorations.

Typeface and color weren’t fully thought through either. The word “DESIGNS” is set in a custom font made by myself to match the curves and rounded terminals, but it feels unbalanced and in need of refinement. The characters of the monogram are also out of balance, with the J smaller than the others, the M pushed to the back, and the C overemphasized. Color choice was based mostly on feeling rather than thinking through and leveraging the power of color. The overall aesthetic of the logo tends to communicate playfulness and youth rather than professionalism and experience. Even back then, I would’ve preferred the latter connotation.

Large problems also came up with usability. The first problem I had was confusion about how “JMC” connected with my name, because even though my birth name starts with a J, since birth I’ve been known by my middle name, Mitch. The second problem was that JMC Designs is an extremely common business name, which made chosing a suitable domain name difficult.

Although my 2008 logo had some merit at the time as a newbie designer, I wish I had spent more time developing it. The JMC monogram mark came to me in a flash of inspiration rather than thinking through a solution based on solving a design problem. A key mistake I made was that I went straight to refinement after settling on the first design idea, rather than doing at least 50 sketches with several design explorations.

Typeface and color weren’t fully thought through either. The word “DESIGNS” is set in a custom font made by myself to match the curves and rounded terminals, but it feels unbalanced and in need of refinement. The characters of the monogram are also out of balance, with the J smaller than the others, the M pushed to the back, and the C overemphasized. Color choice was based mostly on feeling rather than thinking through and leveraging the power of color. The overall aesthetic of the logo tends to communicate playfulness and youth rather than professionalism and experience. Even back then, I would’ve preferred the latter connotation.

Large problems also came up with usability. The first problem I had was confusion about how “JMC” connected with my name, because even though my birth name starts with a J, since birth I’ve been known by my middle name, Mitch. The second problem was that JMC Designs is an extremely common business name, which made chosing a suitable domain name difficult.

JMCDesigns600

THE PROCESS

THE PROCESS

THE PROCESS

THE PROCESS

From the start of the redesign, I decided to stay with a monogram, but drop the J and the word DESIGNS. Both were unnecessary and I wanted my identity as Mitch to stand first and foremost in the brand. I belive what makes me unique as a designer is who I am, rather than what I do. This time around, I wanted to stay away from gimmics and really think it through. I was also determined to use strong typography and choose a typeface appropriate to the situation, rather than create a custom font and force it to work with the monogram. Color was also extremely important to me, so I went through multiple color studies to get it right.

The final form went through a lot of transformation throughout the 50+ sketches I did. Each one slightly iterated on the previous one, throwing out the bad parts, but keeping the good - each time pushing closer to the final product, while also leaving room for experimentation and side explorations.

From the start of the redesign, I decided to stay with a monogram, but drop the J and the word DESIGNS. Both were unnecessary and I wanted my identity as Mitch to stand first and foremost in the brand. I belive what makes me unique as a designer is who I am, rather than what I do. This time around, I wanted to stay away from gimmics and really think it through. I was also determined to use strong typography and choose a typeface appropriate to the situation, rather than create a custom font and force it to work with the monogram. Color was also extremely important to me, so I went through multiple color studies to get it right.

The final form went through a lot of transformation throughout the 50+ sketches I did. Each one slightly iterated on the previous one, throwing out the bad parts, but keeping the good - each time pushing closer to the final product, while also leaving room for experimentation and side explorations.

From the start of the redesign, I decided to stay with a monogram, but drop the J and the word DESIGNS. Both were unnecessary and I wanted my identity as Mitch to stand first and foremost in the brand. I belive what makes me unique as a designer is who I am, rather than what I do. This time around, I wanted to stay away from gimmics and really think it through. I was also determined to use strong typography and choose a typeface appropriate to the situation, rather than create a custom font and force it to work with the monogram. Color was also extremely important to me, so I went through multiple color studies to get it right.

The final form went through a lot of transformation throughout the 50+ sketches I did. Each one slightly iterated on the previous one, throwing out the bad parts, but keeping the good - each time pushing closer to the final product, while also leaving room for experimentation and side explorations.

MC-Sketches900

FORM DEVELOPMENT

Consistency, harmony, repetition, and precision were philosophies that drove my logo design. I wanted to create something that not only spoke to who I am, but also demonstrated my design philosphy, aesthic, eye for detail and precision, and particular area of expertise in logo design. Something strong and professional, and current yet timeless.

I also wanted a typeface that harmonized and reflected the geometric forms in the logo. After several type studies, I found Gotham to fit the best. However, to save money, I settled on Metropolis (a commercially free cut of Gotham) for the logotype and heading typeface of my brand.

 

FORM DEVELOPMENT

Consistency, harmony, repetition, and precision were philosophies that drove my logo design. I wanted to create something that not only spoke to who I am, but also demonstrated my design philosphy, aesthic, eye for detail and precision, and particular area of expertise in logo design. Something strong and professional, and current yet timeless.

I also wanted a typeface that harmonized and reflected the geometric forms in the logo. After several type studies, I found Gotham to fit the best. However, to save money, I settled on Metropolis (a commercially free cut of Gotham) to be the logotype and heading typeface of my brand.

 

FORM DEVELOPMENT

Consistency, harmony, repetition, and precision were philosophies that drove my logo design. I wanted to create something that not only spoke to who I am, but also demonstrated my design philosphy, aesthic, eye for detail and precision, and particular area of expertise in logo design. Something strong and professional, and current yet timeless.

I also wanted a typeface that harmonized and reflected the geometric forms in the logo. After several type studies, I found Gotham to fit the best. However, to save money, I chose Metropolis (a commercially free cut of Gotham) to be the logotype and heading typeface of my brand.

MClogo-dev638

COLOR STUDY

I tried many directions with color, trying new things and not shutting out possibilities. However, nothing was working; something felt off. It was just a feeling I had. It was a “This just isn’t me” feeling, which is a very bad feeling to have when branding yourself. So I went back to do some soul searching and digging through color theory books to find what colors are truly me. “Energy, creativity, enthusiasm, passion” are what I want to be known for, so I chose a vibrant orange as primary. “Growth, freshness, renewal, reliability” are also philosophies that flow through and behind what I do, so green was chosen as the secondary color.

COLOR STUDY

I tried many directions with color, trying new things and not shutting out possibilities. However, nothing was working; something felt off. It was just a feeling I had. It was a “This just isn’t me” feeling, which is a very bad feeling to have when branding yourself. So I went back to do some soul searching and digging through color theory books to find what colors are truly me. “Energy, creativity, enthusiasm, passion” are what I want to be known for, so I chose a vibrant orange as primary. “Growth, freshness, renewal, reliability” are also philosophies that flow through and behind what I do, so green was chosen as the secondary color.

COLOR STUDY

I tried many directions with color, trying new things and not shutting out possibilities. However, nothing was working; something felt off. It was just a feeling I had. It was a “This just isn’t me” feeling, which is a very bad feeling to have when branding yourself. So I went back to do some soul searching and digging through color theory books to find what colors are truly me. “Energy, creativity, enthusiasm, passion” are what I want to be known for, so I chose a vibrant orange as primary. “Growth, freshness, renewal, reliability” are also philosophies that flow through and behind what I do, so green was chosen as the secondary color.

MCColor-Study638
MC-BrandBoard-Mockup1400
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Work

Aeronaut Design CoSide Business

LOGOMANIALogo Gallery

Personal RebrandBrand Identity

New World PublishingBrand Identity

Specimen BookPersonal Project

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© Mitch Coppoletti | [email protected]

© Mitch Coppoletti | [email protected]

© Mitch Coppoletti | [email protected]