A Branding of an event is still a very new world in Brazil, even if it has been gaining more and more space here. I get many doubts from brides who do not know what each term means and it was thinking about it that I created this series - Branding # 101 - with simple explanations of each little piece of this “puzzle”.
In this first part, a general overview of the items and terms that the professionals use, to help the brides in the choices for the wedding stationery:
It consists in the junction of initials of the couple or in a symbol that represents them. It is usually the first item to be personalized, as it can be used in various pieces of stationery at the event.
# 2 Typography
Also called graphics by some professionals. They're the fonts that make up all the materials. Can be SCRIPT (cursive), SANS SERIF (fonts without ‘scratches’ on the sides) and SERIF (with ‘scratches’).
2 to 3 sources are used: one being the MAIN ONE (the one that goes the name) and the SECOND ONES (that go in the texts). More than that, stationery (or any graphic project) looks more childish or very artistic. If that is the intention, there is no problem. If not, remember that the triad is considered the number of perfection; don't abuse 😉
The visual elements of stationery include all ‘drawings’ that come into the identity. They can be florals, foliage, location / couple illustration, animals, or, still, a composition of various elements; as I always say: the sky is the limit when it comes to design.
They may be related to the decoration, the couple / family history or the location of the event. The important thing is to represent the couple or whoever hosts the party well.
Textures are also part of the list of elements, but they are more abstract, such as: watercolour stains, brush strokes and geometric textures.
They can be composed with non-abstract elements or be used as main elements (in the case of more minimalist identities). The combination of 2 or more textures gives an air of modernity and combines with more creative couples.
# 5 Colour Palette
Last but not least: colour palette. They are all the colours that will be at your wedding, be it in the decoration, the dress of the groomsmen, the place and in all the other visual elements of the party.
The palette can leave the decoration (which you have always dreamed of), leave the stationery (which can be thought of before any other element), or even leave any item or place that marked the couple's history. You do not need to define it before you start organizing the party, but it is good to define it halfway, so that your event doesn’t look like it’s “lost its way”.
"But, Fran, what if we want a colorful palette?" There is no problem, as long as the couple has this more stripped and creative style; since the more colour the palette has, the more the idea of creativity will be present.
Did you like it? So, pin it so you don't forget this lesson and send it to the bride of the group who will need this information 😍
Merci for following me, Francy ♥