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Project&portfolio project 2

1. THE ART OF GIVINGTHE BRAND IDENTITY OF A CAREGIVER
By Carter Mix

2. INTRODUCTION
The objective of this micro-project is for students to develop a comprehensive brand
identity kit, focusing on essential elements such as font families, color palette, and
logo design. Students will gain an understanding of the psychology behind font and
color choices and learn to apply this knowledge in creating a cohesive brand identity.

3. OVERVIEW
This brand identity is crafted for a caregiver –
someone who helps others everyway they can. They
hold space for people’s problems, pains, and needs.
They are kind and generous. The Caregiver is quick
to love, help, and forgive. They have the ability to
change people’s lives and do it selflessly. At their
heart, they are a true giver and are grateful for
everything others have. People turn to them when
they need a soft and safe place to land.

4. FONT FAMILIES
1 Header font: Arvo
This fontisfudgyyetcakey. It allows you to be both
firm but lose at the same time. It is great for
headers and titles.
2Paragraph font: Merriweather
Thisfont is very readable and is great for
sentences. It has a nice contrast with the header
font. It showcases the giving nature of a caregiver

5. FONT FAMILIES (ADOBE FONTS)
Header Font: ArvoRegular
Paragraph: Merriweather

6. COLOR PALETTE

7. SELECTION RATIONALE
Reason for colors: The reason I chose these colors is
because they are light and vibrant. They make you feel
good by just looking at them.
ReasonsforFonts: I chose Arvobecause I thought it was
bold yet light. Enough to get a point across but light
enough to not draw attention.
Merriweather was the perfect font for the body I thought. It was subtle but also managed to be elegant as well.

8. SOURCES
Adobe fonts. Adobe Fonts. (n.d.). https://fonts.adobe.com/
Color.adobe.com. (n.d.). https://color.adobe.com/create/color-wheel
Aziz, K. A. (2023, July 20). Using colors and typography wisely: UI/UX design strategies to capture user attention. Medium. https://bootcamp.uxdesign.cc/using-
colors-and-typography-wisely-ui-ux-design-strategies-to-capture-user-attention-
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