Powerful, Serious, Balanced

Mood Board

Mood boards are curated groups of images that visualize a vibe. This is the second step in narrowing down a look & feel to effectively convey your brand message.

Expertise is difficult to imitate—authority even moreso. These brands aspire to find answers that have evaded all others, to provide resolution for difficult situations, or to correct what hadn’t been done right the first time. They present a reasonable and responsible image, referencing data and drawing on wisdom gained from years of experience and keen observations.

Brands with this calm, deliberate approach are best represented by an equally serene visual identity and tone of voice. Neutral or classic colors, simple layouts, crisp fonts, and minimal decoration create a feeling of balance and trustworthiness.

Ideal for these archetypes:

Sovereign

Sage

Tags:

Authoritative, Balanced, Careful, Cautious, Fair, Intelligent, Powerful, Practical, Serious, Smart, Strong, Trustworthy

Is this the right feel for your brand?

The images below show how various companies have used color, type, icons, photos, illustrations and textures together to translate their personality into a unique look and feel. As you consider your company’s presence, do these samples achieve the vibe you’re after?

Please note: The images posted here are subject to copyrights owned by the individuals or entities who created them. They are intended for educational purposes, and not to be used for your brand or for any other personal or commercial use.

TIP: Audiences with an independent streak are difficult to convince. They will tend to be skeptical and do things on their own time. Be careful not to pander to them, oversell them or push them to take action. They tend to be interested in high quality, high value offerings and ignore what could be perceived as a waste of time. The more transparent you are, and the more room you give them, the happier they will be.

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Clean, Simple, Friendly

Mood Board

Mood boards are curated groups of images that visualize a vibe. This is the second step in narrowing down a look & feel to effectively convey your brand message.

The hardworking brands in this category can be defined by their welcoming smile and enthusiastic attitude. Always willing to lend a hand, be a good neighbor, or invite outsiders to join in the fun, companies that fit this vibe have a knack for quickly winning people over. People are drawn to the sense of camaraderie, transparency and easygoing nature these brands provide. They feel at ease and like part of a community.

As seen in the brand samples below, this vibe can be achieved with colorful palettes, simple geometric shapes, and expressive photos. Depending on other characteristics of the brand personality, companies with this vibe may gravitate towards more playful touches, including illustration, brushy fonts, and close-up photography.

Ideal for these archetypes:

Citizen

Innocent

Caregiver

Jester

Tags:

Approachable, Clean, Cheerful, Comforting, Fresh, Friendly, Playful, Predictable, Simple, Trustworthy, Uncomplicated, Welcoming

Is this the right feel for your brand?

Tip: Clean, minimalist design is highly appealing but can be difficult to execute well, especially in the early days of business. Every detail counts—be judicious with the quantity of words on a page, and select your imagery, icons and fonts with care. Be careful not to oversimplify your look, as you risk being bland and forgettable.

Get the look! Choose a Design Kit to match this vibe.

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Not quite the vibe you’re looking for? Explore All Mood Boards

Get the look! Choose a Design Kit to match this vibe.

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Informed, Scholarly, Prudent

Mood Board

Mood boards are curated groups of images that visualize a vibe. This is the second step in narrowing down a look & feel that will effectively convey your brand message.

The quest for knowledge in the modern world often starts with a simple online search that sends users traipsing down a rabbit hole of distraction and misinformation. These brands combat the frustration generated by the firehose of data that users are often subjected to by creating a more organized and factual experience. Their diligence supports more effective learning and vetted answers. This look would be appropriate for brands in highly regulated industries, such as healthcare or cyber security, that need to create an atmosphere of trustworthiness with rigorous attention to detail.

Brands with this vibe need to portray authority, diligence and precision, and therefore tend towards a clean, Spartan-like image. Depending on other characteristics of their brand personality, companies in this category will want to opt for a sparse, modern look to showcase their perceived futuristic foresight, or an image that hints at a historic heritage, studious tendencies and depth of knowledge.

Ideal for these archetypes:

Sage

Sovereign

Caregiver

Tags:

Analytical, Clean, Detail-oriented, Expertise, Historic, Intelligent, Modern, Practical, Precise, Smart, Scientific, Studious, Trustworthy

Is this the right feel for your brand?

Please note: The images posted here are subject to copyrights owned by the individuals or entities who created them. They are not intended to be used for your brand or for any other personal or commercial use.

TIP: Clean, minimalist design is highly appealing but can be difficult to execute well, especially in your early days. Every detail counts—be judicious with the quantity of words on a page, and select your imagery, icons and fonts with care. Be careful not to oversimplify your look, as you risk being bland and forgettable.

Not quite the vibe you’re looking for? Explore All Mood Boards

Get the look! Choose a Design Kit to match this vibe.

Choose Design Kit