Cooper-Booth Wholesale Branding

Brand Standardization

While Cooper-Booth Wholesale is an established brand, I was brought in to develop a comprehensive branding guide that unified the company's visual identity. By standardizing the look and feel across all internal and external communications, I ensured brand consistency and strengthened its overall presence. From logo usage and color palettes to typography and design elements, the guide serves as a clear framework that reflects the company's values and enhances brand recognition.

Logo Usage

Establishing clear rules for logo usage is essential for maintaining a strong and consistent brand identity. Logos are often the most recognizable aspect of a brand, and consistent application across all platforms — from marketing materials to digital spaces — reinforces brand recognition and credibility. Guidelines help ensure that logos are displayed correctly in terms of size, color, spacing, and placement, preventing distortion or misuse that could dilute the brand’s image.

Color Palettes

Cooper-Booth had an established signature blue, which served as the foundation for the color palette I created. Using color theory and complementary colors, I developed a cohesive palette that enhances the brand’s visual identity while maintaining its recognizable look. The carefully selected colors provide versatility for various applications, ensuring a balanced and visually appealing design across all marketing materials and brand assets.

Typography

When selecting typography, I chose to make the primary font used in the company’s logo the cornerstone of the brand’s visual identity. To complement it, I selected two additional fonts: a clean and modern sans serif and a classic serif font that adds contrast and readability.

Strengthening Identity Through Design

Establishing comprehensive branding guidelines provides a solid foundation for a brand’s success by ensuring consistency across all forms of communication. From stationery and business cards to social media posts, email signatures, presentations, and videos, clear guidelines help maintain a unified look and feel. This cohesion strengthens brand recognition, builds trust with the audience, and enhances the brand’s overall professionalism.