Core Creative Mom & Two Disagreeable Boys Hero

BRAND DEVELOPMENT Brand Identity + Guidelines + Brandwork

Creative to the Core.

Core Creative is an informal networked group of like-minded marketers bringing best-in-class strategic thinking to clients under served by the inexperienced, underwhelmed by the mundane, and completely priced-out by the totally bought-out.

Core is a simple metaphor to keep focus on the most critical considerations for any communication problem big or small.

Designer: Brian Collins

Primary Logo

Graphically reinforcing the core in the Core brand, a simple red dot acts as a stand-in for the ‘O’. The idea is refined through a clever play between letterform and negative space to highlight the missing glyph while forming a completely ownable and sturdy brand mark.

This is the primary logo for the brand and should always be considered using first in all applications.

Logo Anatomy

Monserrat, designed by Julieta Ulanovsky and published by Google Fonts, is the foundation for the custom type lockup of the Core logo.

Secondary Logo

In certain circumstances, specifically when Core Creative stands alone outside of Core communications, the secondary Core type lockup may be used.

“Creative” is set in Work Sans, designed by Wei Huang and published by Google Fonts.

Stacked Logo

A third option to represent the Core Creative brand is stacked. This should be the last choice when choosing which of the three brand logos to use for application.

Never center “Creative” under the Core wordmark.

Color Palette

Core Creative’s simple, yet vivid color palette is a key component insuring a consistent brand experience across all of Core’s visual touchpoints.

Typography

Drafted by Chinese-born Australian designer Wei Huang, Work Sans is a typeface family based on early Grotesques such as Berthold’s Akzidenz. With more personality than contemporary Swiss-influenced sans serifs, Work Sans commands authority all the while projecting a friendly voice.

Core’s unique approach is insight-driven marketplace leadership through core messaging, marketing, and menuing.