Seekology - Branding
Project Overview Studio 77 worked with beauty and wellbeing company Seekology to help craft their visual brand identity. Seekology founder Rebecca Saunders wants to shine a light on unique brands and products in the beauty and wellbeing sectors, and wants to rejuvenate the high street by focusing on an inspiration, education and discovery way of shopping.
Creating a logo that worked well with other brands was a fundamental aspect of the logo design, so we went with a wordmark as opposed to a symbol logo. The typography used is heavy enough to be easy to read but light enough to carry an air of elegance. The logo hosts classic serifed font features, however, the descenders on the ‘g’ and the ‘y’ are more playful and friendly than your standard font, and the roundness on the ‘e’ and ‘o’ create a welcoming, familiar feeling.
The primary colour palette is made up of bright, contrasting colours. These colours have a fresh, organic feel to them, and create a modern, clean look. These citrusy shades are bright and contrasting, yet maintain a sophisticated balance. As these colours are vibrant, in the brand guidelines we outlined that they should be used sparingly with plenty of white space between them to allow the shades room to breathe and to maintain a luxury look and feel.
Supporting the primary colours are some complementary tones. The aubergine roots the palette, while the pink adds a harmonious feel.
When selecting typography, we chose a sophisticated serif font that was both clear and easy to read, while it’s angled serifs and varied stroke weights conveys a refined, mature feel. For subtitles and smaller body copy, we chose a sans serif font, the contrast between the larger serifed headings and the simpler sans serif creates a pleasant visual hierarchy. Both fonts we selected have similarly rounded bowls (the ‘O’ shape) which make them sit together harmoniously
We also included abstract forms in the Seekology brand, with each shape representing the different elements of the brand’s verticals: beauty, health and wellness. They represent a ‘jungle’ of products, where you can look around, adventure through the shop, feel inspired and discover new ‘species’ of brands. The abstract shapes symbolise how each brands story is different, and how individual each product is.
Studio 77 designed the logo and brand identity for Seekology. They did a fantastic job, were super organised, really understood the creative brief and delivered high quality materials. I was really thrilled with the end results and have had many complementary comments from potential brand partners, customers and other agencies since. I'd highly recommend Ruby and her team.
