GoodMart: Branding
The proccess behind the branding & UI Design for GoodMart. GoodMart is an app which allows the conscientious shopper to make responsible online shopping choices.
market research
I briefly conducted research into common brand interpretations of responsible shopping, as well as alterative interpretations.
Common interpretation
• sombre
• Toned-down
• serious
• minimalist
• heavy use of greens & beiges
Alternative interpretation
• Bright
• Bold
• Friendly
• Colourful
• fun
• Personality
Identity Development
I selected the alternative interpretation as I wanted the app to feel more approachable and down-to-earth.
Identity in Simple Terms
More approachable than high brow
More fun than serious
More colourful than dull
More communal than commercial
More familiar than clinical
More happy than neutral
More modern than classic
More warm than cold
More young than old
More playful than serious
More transparent than mysterious
More open than closed
More varied than limited
Key Words & Concepts
• conscientious
• Colourful
• ethical
• Friendly
• responsible
• integrity
• clear
• open
• sustainable
• familiar
• easy
• trustworthy
• fun
• local
• community
• transparent
Mood board
I created a visual representation of the mood and identity I wanted the app to have.
wordmark development
App name ideation
Typeface inspiration
Typeface options
Combining relevant iconography & possible brand names
Typeface Brand name selected by survey
Selected icon & typeface
Selected typeface
Logo development
primary brand colour
For the primary brand colours, I selected blue for its associated values. Initially I selected a darker blue, which I then amended to a brighter blue.
BLUE
trustworthy
integrity
conscientious
open
clear
transparent
responsible
Feels serious, somewhat clinical and too similar to facebook.
More fun, vivacious, young, happy, friendly.
Colours applied to GoodMart wordmark
Typography
Colour injection & ui refinement
Typography
Colours & accessibility
