Business Personality Basics

The Bold content style creates a striking visual using bold type pairings, high-contrast colors, and strong imagery.

Layouts: Angular, geometric graphics with layered design elements

Fonts: Tends to be Bold and Wide

Colors: Striking and contrasted color palettes

Imagery: Imagery has energy, is bold and striking

The Classic content style inspires a sense of timelessness and discipline that follows rules, is enduring, and tells a story or conveys a mood while maintaining a high standard.

Layouts: Well-structured layout

Fonts: Traditional, timeliness, and refined

Colors: Palettes with an off white, eggshell, or tan base with contrasting accent colors

Imagery: Simple imagery that tells a story

The Corporate content style is synonymous with professionalism communicating experience, safety, trust, and structure.

Layout: Very structured and intentional

Fonts: Traditional fonts

Colors: Traditional color palettes – saturated and contrasting colors

Imagery: Formal Imagery

The Corporate Playful content style infuses fun, whims, and color into more standard Corporate layouts. Maintains a sense of readability and accessibility while still mixing popular design and art trends.

Layouts: Traditional and simple layouts with other fun design elements

Fonts: Traditional or bold fonts

Colors: Traditional color palettes - saturated and contrasting colors

Imagery: Inclusive illustrations and photography

The Elegant content style is considered and intentional. Less is more with minimal subtle color palettes and textures.

Layouts: “Less is more” design incorporating softer graphics

Fonts: Delicate and refined fonts

Colors: A mix of neutrals and deeper colors; like emeralds, faded navy blues, muted teals, etc.

Imagery: Less busy images used to balance design layout

The Luxury content style is prestigious, luxurious, and sophisticated incorporating both dramatic and understated design elements.

Layouts: Minimalistic designs with sophisticated and refined graphic elements

Fonts: Traditional, modern, classic fonts

Colors: Includes gradients of gold, silver, and bronzes with deep gem tones and the odd pop of bright color

Imagery: Dramatic or black and white (monochrome) imagery

The Minimal content style is about saying more by showing less: clean, crisp, and timeless. These designs are less elaborate and showcase the content.

Layouts: Negative space layouts with white or soft color backgrounds

Fonts: Simple and unassuming fonts

Colors: Minimal color palettes with primarily lighter colors.

Imagery: Images that avoid clutter and create impact with “less is more” approach

The Modern content style is simple and clean cut with grid-like formats, more color and less 'white space.’

Layouts: Structured blocked layout, includes some “white space” in design

Fonts: Clean cut, highly legible font choices

Colors: Contrasted colors/tones

Imagery: Strong imagery and simple line art logo and icons

The Organic content style has that “handmade” feel; designs include curved, soft shapes with layered graphics.

Layouts: Layered with graphics and accent imagery overlapping to highlight content

Fonts: Scripts and display fonts

Colors: Slightly dirty with contrasting accent color combinations; often in the same range of tones of earthy colors (i.e., terracotta and darker greens)

Imagery: Imagery has movement, emotion, warmth, or tells a story; with organic curved shapes or “handmade” graphics look

The Playful content style is friendly, light-hearted design that’s approachable and fun with bright colors and loose, unstructured patterns, marks, and illustrations.

Layouts: Nonsymmetrical illustrative elements or patterns that may include caricatured, animated, or surreal elements

Fonts: Friendly, approachable, and fun fonts

Colors: Bright, 'fun' colorful, color palettes

Imagery: Light-hearted imagery or animated/caricatures of animals, people, or subject matter graphics.

The Services content style is synonymous with professionalism communicating experience, safety, trust, and structure.

Layout: Very structured and intentional

Fonts: Traditional fonts

Colors: Traditional color palettes – saturated and contrasting colors

Imagery: Industry focused imagery

The Sporty content style has a sense of movement in the layouts; actively bolder in design to draw the eye around the design. Textural elements can be added to bring a sense of 'grit'.

Layouts: Energy in the design with balanced asymmetry

Fonts: Highly legible clean fonts with slanted fonts for movement/energy

Colors: Vibrant and eye-catching color palettes

Imagery: Energizing imagery with movement

The Street content style is gritty, grunge, textured, dusty, and Rock n' Roll. The tone of this brand is gritty with bags of attitude.

Layouts: High energy, with slanted elements for a sense of movement. Textured or trendy graphics

Fonts: Strong and Bold Type fonts described as having energy or movement

Colors: Strong but gritty, grungy, or dirty color palettes that can have a brighter accented tone.

Imagery: Darket imagery with a “sense of attitude”

The Vintage content style has symmetrical design and layout with decorative borders, elaborate typography, and intentional crafted details.

Layouts: Elaborate, intricate crafted details that use the entire page; minimal negative space incorporating borders, frames, and ribbons as design elements

Fonts: Book letter fonts paired with calligraphy style scripts, display, or Gothic fonts

Colors: Deep colors contrasted with neutrals and touches of glint (gold or champagne)

Imagery: Romantic moody imagery.

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