02. Identity System
03. Color & Its Use
04. Typography
05. Layout & Application
06. Brand Files
02.
the identity system
Lee Jameson’s visual identity is an homage to her body of work and specific eye. It’s audacious, colorful and strong. A utilitarian type system supports a lush logo family, and it’s acccompanying custom display typeface.
Brand
Codes
Color, color everywhere
While many may shy away from showing colorful photography on a colorful background, Lee embraces it and uses it to her advantage. Creating high-contrast pairings pushes her work to the front, and smartly colored text highlights the right information.
Bold Forms
Big shapes with bold energy underpin Lee’s visual identity. Using Lee Display as a brand element, and letting the logotype sing, we’re unabashed about being present.
Image First
Lee’s work should always be the hero. Front and center, the first thing your eye is drawn to.
logo system
logo system
The logo system is often a first introduction to your name, your practice and your visual identity. While logos are just a small part of an overarching brand experience, they are an important shorthand for what that experience will be.
WHERE TO USE
On websites, decks, collateral or
other areas where you need to
introduce Lee Jameson’s name
two-line logo
This is one of three logos that establish the Lee Jameson system. It’s a customized wordmark, made just for Lee. As a left-aligned logo, it sits nicely on the lefthand side of a viewport
WHERE TO USE
On websites, decks, collateral or
other areas where you need to
introduce Lee Jameson’s name
one-line logo
This is two of three logos that establish the Lee Jameson system. As a one-line logo, it centers nicely, and can be broken into parts to better align with an image.
logo faux pas
In general, these are pretty straight forward logos to use, and as long as it suits your use, feels elevated and on-brand, you’re probably using it right. However, here’s a few quick tips of things to avoid.
WHERE TO USE
Anywhere where the full-name logos lose legibility, or as a decorative element.
the mark
The mark is a short-hand version of the logos, and can be used anywhere where the logos lose legibility (such as the corner of a deck, a favicon, etc) or areas where Lee's full name can take a backseat.
mark faux pas
Same as the logos, the mark doesn’t have any mystical powers that make it difficult to wield. So long as you keep the integrity, and use it consistently, you’ll be golden. Regardless, here’s a few mark party fouls just in case.
