Thu, 08 Jan 26

Brand Identity Overview

• Logo system built around red door as iconic mark
  • Full logo: “Once Upon a Time” with stair-step design
  • Icon version: Red door for buttons/navigation
  • Secondary: “OUAT” with same platform concept
• Conceptual foundation: stair steps representing entry into creative fields
  • Visual metaphor of welcoming people in and guiding them out
  • Logo design mirrors this stepping motion from side view

Color Palette & Typography

• Primary colors: Rose, Beginning, Garden (three main building blocks)
  • Focus on Rose and Beginning if reducing to two colors
  • Garden as tertiary option
• Accent colors: Blush, Pillar, Sky
  • Sky works well for important information on darker backgrounds
• Typography system:
  • Volta (all caps) for primary text - purchased license
  • Shivo for secondary/body text - Google Fonts (free)
  • Stair-step alignment system using vertical lines to create visual backbone

Visual Elements & Imagery

• Shapes designed as building blocks with movement
  • Not flat - incorporate shear/perspective for dynamic feel
  • Create foreground/background depth
  • Represent storytelling through visual layers
• Image treatment: grainy duotone effect (first example to be standard)
  • Protects children’s privacy by obscuring faces
  • Allows viewers to see themselves in imagery
  • Provides texture and universality across different cultures/activities

Technical Implementation

• Motion considerations: subtle movement on web (like dancers entering from curtain)
  • Tasteful animations on scroll
  • Choreographed approach to all visual elements
• Accessibility check needed for color palette
  • Team to review and send adjustments if required
• File delivery requirements:
  • SVG files for all logo versions
  • Multiple logo variations for different scenarios/sizes
  • Shape library with specific shear/angle specifications

Next Steps

• Hailey & Jordan to finalize:
  1. Image effect standardization (grainy duotone)
  2. Shape specifications (angles, shear radius)
  3. Icon development guidelines
  4. Type hierarchy scale
• Team to schedule build-out phase meetings after holiday sync
• Additional imagery needs:
  • Team to request specific images by use case
  • Yaz’s interns to contribute building photography via Dropbox
  • Q1 goal: professional photo shoot at Once Upon a Time
• Workshop concept: teach students visual storytelling for social media (Q1 goal)