Logo Design

& Brand Identity

Guidelines

Logo Design & Brand Identity Guidelines

Published on December 13, 2023

Published: Dec 13, 2023

Published on December 13, 2023

Published on December 13, 2023

Last Updated on December 15, 2023

Last Updated: Dec 15, 2023

Last Updated on December 15, 2023

Last Updated on December 15, 2023

INTRODUCTION

INTRODUCTION

thedsgnjunkies is a collective of product designers based in Ghana with a focus on pushing the boundaries on what is possible within the product design landscape in Ghana and across Africa.


Our primary motivation is to bridge the gap between potential and opportunity within the Ghanaian and African design space by operating through four distinct sub-brands; Junkyard, JunkieTalks, Final Design Conference (FiDCon) and Verslaaf; with each serving a unique purpose aligned with their overarching mission of making design relatable and engaging.


Our hope to inspire a new generation of designers who can contribute to various industries.

thedsgnjunkies is a collective of product designers based in Ghana with a focus on pushing the boundaries on what is possible within the product design landscape in Ghana and across Africa.


Our primary motivation is to bridge the gap between potential and opportunity within the Ghanaian and African design space by operating through four distinct sub-brands; Junkyard, JunkieTalks, Final Design Conference (FiDCon) and Verslaaf; with each serving a unique purpose aligned with their overarching mission of making design relatable and engaging.


Our hope to inspire a new generation of designers who can contribute to various industries.

LOGO

LOGO

The logo is our brand’s most sacred asset and it needs to be treated as such. It sits at the core of the brand. It is bold and unique, capturing the essence of thedsgnjunkies and should be used on all communications.


The following guidance will instruct you on how to most effectively use the logo.

The logo is our brand’s most sacred asset and it needs to be treated as such. It sits at the core of the brand. It is bold and unique, capturing the essence of thedsgnjunkies and should be used on all communications.


The following guidance will instruct you on how to most effectively use the logo.

Usage

Usage

Logo in Black & White

Purple background against a green icon and white logotype

Green background against a purple logo

Logo over colour-overlayed photography (green icon, white logotype)

White logo over photography

ICON

ICON

Building the icon, we had a few things in mind; to create something meaningful, unique, world class and of Ghanaian origin. We took inspiration from the adinkra symbol “Funtumfunefu Denkyemfunefu” which represents two mythical crocodiles with one shared stomach - a symbol of unity in diversity towards a common goal.

Building the icon, we had a few things in mind; to create something meaningful, unique, world class and of Ghanaian origin. We took inspiration from the adinkra symbol “Funtumfunefu Denkyemfunefu” which represents two mythical crocodiles with one shared stomach - a symbol of unity in diversity towards a common goal.

“Funtumfunefu Denkyemfunefu” - an adinkra symbol of the Akan people of the Ashanti Region in Ghana.

This is captured in the essence of the icon; four arcs, each representing one of the four distinct brands; Junkyard, JunkieTalks, MoonLight and Verslaaf, linked to each other and merged together as one (mother brand), representing a strong bond and foundation upon which the brand is built, driving towards a common goal - bridging the gap between the Ghanaian creative community and that of Africa and the world at large.

This is captured in the essence of the icon; four arcs, each representing one of the four distinct brands; Junkyard, JunkieTalks, MoonLight and Verslaaf, linked to each other and merged together as one (mother brand), representing a strong bond and foundation upon which the brand is built, driving towards a common goal - bridging the gap between the Ghanaian creative community and that of Africa and the world at large.

Usage

Usage

Purple icon against a white background

Purple icon against a white background

White icon against a purple background

White icon against a purple background

Purple icon against a green background

Purple icon against a green background

Green icon against a purple background

Green icon against a purple background

COLOUR

COLOUR

Colour is an essential component of our brand and is what makes us immediately recognizable. Our palette is bright and vibrant and is what will cover the majority of visual needs as far as our brand is concerned. The aim of this pairing is to create the impression of a high-end unique brand that potential clients can trust to produce effective and functional design solutions that deliver effective results while also maintaining the ability to foster growth and development.

Colour is an essential component of our brand and is what makes us immediately recognizable. Our palette is bright and vibrant and is what will cover the majority of visual needs as far as our brand is concerned. The aim of this pairing is to create the impression of a high-end unique brand that potential clients can trust to produce effective and functional design solutions that deliver effective results while also maintaining the ability to foster growth and development.

Our lead colour is purple. It signifies creativity and imagination which are fundamental for design whiles making a statement of authority. The harmony factor associated with green stands for the brand’s effective operations through four distinct brands.

Our lead colour is purple. It signifies creativity and imagination which are fundamental for design whiles making a statement of authority. The harmony factor associated with green stands for the brand’s effective operations through four distinct brands.

Purple

CREATIVITY, IMAGINATION, SOPHISTICATION, AUTHORITY, RELIABILITY

HEX:

#3E02B2

RGB:

62, 2, 178

CMYK:

88, 93, 0, 0

Green

GROWTH, HARMONY

HEX:

#A0F818

RGB:

160-248-24

CMYK:

39-0-100-0

Tints & Shades

Tints & Shades

These will serve as our secondary colour pallette that will compliment our primary colours and serve other functions accross different use cases.

These will serve as our secondary colour pallette that will compliment our primary colours and serve other functions accross different use cases.

HEX: #6535C0

RGB: 101, 53, 192

CMYK: 73, 83, 0, 0

HEX: #2F0285

RGB: 47, 2, 133

CMYK: 95, 100, 19, 9

HEX: #8B67D0

RGB: 139, 103, 208

CMYK: 55, 66, 0, 0

HEX: #1F0159

RGB: 31, 1, 89

CMYK: 98, 100, 23, 36

HEX: #B29AE0

RGB: 178, 154, 224

CMYK: 30, 40, 0, 0

HEX: #10012C

RGB: 16, 1, 44

CMYK: 87, 87, 48, 67

HEX: #D8CCEF

RGB: 216, 204, 239

CMYK: 12, 18, 0, 0

HEX: #000000

RGB: 0, 0, 0

CMYK: 74, 67, 67, 90

They can help differentiate between demographics, highlight key information and add different feel to the brand. These colours should be used sparingly, never as main floods of backgrounds or typography. They are meant to help empower our set of primary colours.

They can help differentiate between demographics, highlight key information and add different feel to the brand. These colours should be used sparingly, never as main floods of backgrounds or typography. They are meant to help empower our set of primary colours.

HEX: #77B912

RGB: 119, 185, 18

CMYK: 59, 3, 100, 0

HEX: #B2F946

RGB: 178, 249, 70

CMYK: 32, 0, 95, 0

HEX: #507C0C

RGB: 80, 124, 12

CMYK: 71, 30, 100, 15

HEX: #C5FA74

RGB: 197, 250, 116

CMYK: 25, 0, 71, 0

HEX: #283E06

RGB: 40, 62, 6

CMYK: 73, 49, 97, 56

HEX: #D9FCA3

RGB: 217, 252, 163

CMYK: 16, 0, 46, 0

HEX: #000000

RGB: 0, 0, 0

CMYK: 74, 67, 67, 90

HEX: #ECFDD1

RGB: 236, 253, 209

CMYK: 7, 0, 22, 0

TYPOGRAPHY

TYPOGRAPHY

Typography is vital to how we communicate as a brand. This section will instruct you how to use our brand typefaces, Meta Link and Geologica Roman, to ensure our typography is always used to its full potential.

Typography is vital to how we communicate as a brand. This section will instruct you how to use our brand typefaces, Meta Link and Geologica Roman, to ensure our typography is always used to its full potential.

Primary Type

Primary Type

We have one typeface we use for all stand alone headlines; Meta Link. A four weighted and styled font with a large selection of unique, alternative characters, which perfectly fits our logo and brand as a whole, giving it it’s desired look and feel.

We have one typeface we use for all stand alone headlines; Meta Link. A four weighted and styled font with a large selection of unique, alternative characters, which perfectly fits our logo and brand as a whole, giving it it’s desired look and feel.

Meta Link

Meta Link

Meta Link

Meta Link

Medium

Medium

Medium

Medium

SemiBold

SemiBold

SemiBold

SemiBold

Bold

Bold

Bold

Bold

ExtraBold

ExtraBold

ExtraBold

ExtraBold

Medium Italic

Medium Italic

Medium Italic

Medium Italic

SemiBold Italic

SemiBold Italic

SemiBold Italic

SemiBold Italic

Bold Italic

Bold Italic

Bold Italic

Bold Italic

ExtraBold Italic

ExtraBold Italic

ExtraBold Italic

ExtraBold Italic

Aa

Jazzing up

Africa’s design landscape

with trailblazing products

and initiatives.

Jazzing up

Africa’s design landscape

with trailblazing products

and initiatives.

Secondary Type

Secondary Type

Our secondary typeface is Geologica Roman. It is used across all body copy when we need to be a bit more clear and digestible. We use ‘light’ for the most part, but will occasionally highlight key words or phrases in semibold and use ‘extrabold’ for headings. Other weights may be used in necessary situations.

Our secondary typeface is Geologica Roman. It is used across all body copy when we need to be a bit more clear and digestible. We use ‘light’ for the most part, but will occasionally highlight key words or phrases in semibold and use ‘extrabold’ for headings. Other weights may be used in necessary situations.

Geologica Roman

Geologica Roman

Geologica Roman

Geologica Roman

Thin

Thin

Thin

Thin

Light

Light

Light

Light

Regular

Regular

Regular

Regular

Medium

Medium

Medium

Medium

Semibold

Semibold

Semibold

Semibold

Bold

Bold

Bold

Bold

ExtraBold

ExtraBold

ExtraBold

ExtraBold

Black

Black

Black

Black

Aa

Type Hierachy

Type Hierachy

You can use the following examples as guidance whenever writing and designing copy for thedsgnjunkies brand

You can use the following examples as guidance whenever writing and designing copy for thedsgnjunkies brand

thedsgnjunkies

thedsgnjunkies

thedsgnjunkies

thedsgnjunkies

Headline: Geologica Extra Bold

Headline: Geologica Extra Bold

Headline: Geologica Extra Bold

About us

About us

About us

About us

Subline: Geologica Roman Medium

Subline: Geologica Roman Medium

Subline: Geologica Roman Medium

thedsgnjunkies is a collective of product designers based in Ghana with a focus on pushing the boundaries on what is possible within the product design landscape in Ghana and across Africa.

thedsgnjunkies is a collective of product designers based in Ghana with a focus on pushing the boundaries on what is possible within the product design landscape in Ghana and across Africa.

thedsgnjunkies is a collective of product designers based in Ghana with a focus on pushing the boundaries on what is possible within the product design landscape in Ghana and across Africa.

thedsgnjunkies is a collective of product designers based in Ghana with a focus on pushing the boundaries on what is possible within the product design landscape in Ghana and across Africa.

Body Copy: Geologica Roman Light

Body Copy: Geologica Roman Light

Body Copy: Geologica Roman Light

www.thedsgnjunkies.com

www.thedsgnjunkies.com

www.thedsgnjunkies.com

www.thedsgnjunkies.com

Annotation: Geologica Roman Light

Annotation: Geologica Roman Light

Annotation: Geologica Roman Light

Type Colour Use Cases

Type Colour Use Cases

When combining our colors in a piece of communication, always try to ensure legibility. Do not layer colors atop on another in a way that would make reading difficult. Here are a set of combinations that could be a good place to start.

When combining our colors in a piece of communication, always try to ensure legibility. Do not layer colors atop on another in a way that would make reading difficult. Here are a set of combinations that could be a good place to start.

Product Design

Product Design

Product Design

Product Design

Product Design

Product Design

Product Design

Product Design

Product Design

Product Design

Product Design

Product Design

Sometimes there will be use cases where you can push the colors we’ve outlined on the previous page. Be mindful when doing so.

Sometimes there will be use cases where you can push the colors we’ve outlined on the previous page. Be mindful when doing so.

Product Design

Product Design

Product Design

Product Design

Product Design

Product Design

Product Design

Product Design

Product Design

Product Design

Product Design

Product Design

Highlights

Highlights

Sometimes, we use color to highlight certain words on a page for emphasis. The highlight color should be brighter than the rest of the sentence or paragraph, and is usually green.

Sometimes, we use color to highlight certain words on a page for emphasis. The highlight color should be brighter than the rest of the sentence or paragraph, and is usually green.

Fun fact:

Our love language

is memes! 😂

Fun fact:

Our love language

is memes! 😂

Fun fact: Our love

language is memes! 😂

Fun fact: Our love

language is memes! 😂

@thedsgnjunkies

@thedsgnjunkies

MOTIF & PATTERN

MOTIF & PATTERN

Patterns are a way of telling a cultural story. In it lies the ability to enhance a brand's identity, messaging, and recognition. It plays a crucial role in the overall outlook and uniqueness of the brand. Using the brand symbol, we crafted these options to be visually consistent with the brand story - bridging the creative gap between Ghana Africa and the world at large.

The interwoven nature of the patterns represents the four distinct brands linked together with the aim of bridging the creative gap between Ghana Africa and the world at large. We had to make sure the individual elements within the pattern are consistent and coherent with each other, thereby not visually overbearing to the eye.

The pattern was built with the ability to adapt to different use cases. You can extend, scale up or down depending on the needs of the communication piece, especially with regards to the frame size.

Patterns are a way of telling a cultural story. In it lies the ability to enhance a brand's identity, messaging, and recognition. It plays a crucial role in the overall outlook and uniqueness of the brand. Using the brand symbol, we crafted these options to be visually consistent with the brand story - bridging the creative gap between Ghana Africa and the world at large.


The interwoven nature of the patterns represents the four distinct brands linked together with the aim of bridging the creative gap between Ghana Africa and the world at large. We had to make sure the indiviual elements within the pattern are consistent and coherent with each other, thereby not visually overbearing to the eye.

The pattern was built with the ability to adapt to different use cases. You can extend, scale up or down depending on the needs of the communication piece, especially with regards to the frame size.

As seen in the image below, the pattern has been sized to to fit a square frame.
As seen in the image below, the pattern has been sized to to fit a square frame.

As seen in the image below as well, it has been sized to fit a rectangular frame. This is to help maximaise the functionality of our pattern. Please take note when using it.

As seen in the image below as well, it has been sized to fit a rectangular frame. This is to help maximaise the functionality of our pattern. Please take note when using it.

When using our pattern in a piece of communication, always try to ensure legibility. You can use the fisrt two dark tones of purple in our colour palette to give you the best legibility as shown here.

When using our pattern in a piece of communication, always try to ensure legibility. You can use the fisrt two dark tones of purple in our colour palette to give you the best legibility as shown here.

When using our pattern in a piece of communication, always try to ensure legibility. You can use the fisrt two dark tones of purple in our colour palette to give you the best legibility as shown here.

When using our pattern in a piece of communication, always try to ensure legibility. You can use the fisrt two dark tones of purple in our colour palette to give you the best legibility as shown here.

When using our pattern in a piece of communication, always try to ensure legibility. You can use the fisrt two dark tones of purple in our colour palette to give you the best legibility as shown here.

When using our pattern in a piece of communication, always try to ensure legibility. You can use the fisrt two dark tones of purple in our colour palette to give you the best legibility as shown here.

You can also use the pattern in outline mode depending on the need of the piece of communication. Do not increase the spacing in between the motifs within the pattern. The appropriate spacing has already been set and is perfect for use.

You can also use the pattern in outline mode depending on the need of the piece of communication. Do not increase the spacing in between the motifs within the pattern. The appropriate spacing has already been set and is perfect for use.

You can also use the pattern in outline mode depending on the need of the piece of communication. Do not increase the spacing in between the motifs within the pattern. The appropriate spacing has already been set and is perfect for use.

You can also use the pattern in outline mode depending on the need of the piece of communication. Do not increase the spacing in between the motifs within the pattern. The appropriate spacing has already been set and is perfect for use.

You can also use the pattern in outline mode depending on the need of the piece of communication. Do not increase the spacing in between the motifs within the pattern. The appropriate spacing has already been set and is perfect for use.

You can also use the pattern in outline mode depending on the need of the piece of communication. Do not increase the spacing in between the motifs within the pattern. The appropriate spacing has already been set and is perfect for use.

Use these guidelines to effectively apply our brand identity, ensuring all communications represent our brand at its best.

Use these guidelines to effectively apply our brand identity, ensuring all communications represent our brand at its best.

Use these guidelines to effectively apply our brand identity, ensuring all communications represent our brand at its best.

Use these guidelines to effectively apply our brand identity, ensuring all communications represent our brand at its best.

Use these guidelines to effectively apply our brand identity, ensuring all communications represent our brand at its best.

©

2024

thedsgnjunkies

thedsgnjunkies@gmail.com

©

2024

thedsgnjunkies

©

2024

thedsgnjunkies

thedsgnjunkies@gmail.com

©

2024

thedsgnjunkies

thedsgnjunkies@gmail.com

©

2024

thedsgnjunkies

thedsgnjunkies@gmail.com

©

2024

thedsgnjunkies

thedsgnjunkies@gmail.com

©

2024

thedsgnjunkies

thedsgnjunkies@gmail.com