I thought I’d do a quick post about the Tiny Tiger Creative brand. As a branding consultant, I love helping people understand the convergence between what they want to do and who they’re trying to communicate with. If you can figure that sweet spot out, you can create a visual brand that presents you and your business in just the right way to the right people.

I had a lot of fun putting together the brand for this new venture. I started first as I always do with my own tools. I used my own Bootcamp document to guide my process. I decided that I wanted the brand to feel smart, clean, feminine and just a little bit edgy. After a lot of brainstorming, I landed on the name “Tiny Tiger”. It captured that small but fierce feel that the clients that I work with embody.

With the logo design, I knew I wanted to do a wordmark using a distinctive font. I used Canva and Adobe Fonts to play around with different serif options and landed on Vidaloka. I kept the wordmark lowercase to invoke the idea of smallness, and then with the lowercase letter “g” I subtly tweaked the looptail to look like a tiger tail. It’s so subtle that a lot of people don’t probably notice it, but I absolutely love how it turned out.

In modern branding, it’s not enough to have a logo, colors, and typography, you really need more of a visual tool kit of different options. I created two versions of the logo, one horizontal and one stacked vertically to work in social spaces where profile photos are often circular. I also sourced a really wonderful repeating pattern illustration of tigers.

Finally, I chose purple, blue, and pink because I like them (duh), but also because I knew that talking about feminism and gender politics would be a big aspect of my work. Blue and pink are traditionally what represent the gender binary, and purple in this color palette is a combination of them both. I wanted to have a consistent branded background for social posts, so I created a gradient of blue and purple for that purpose.

This is all to say that graphic designers probably overthink everything. But, hey, give us a break if the results look great! ;D