Behind the Branding Style

On graduating from The Academy of Modern Celebrancy’s certified wedding celebrant training, the task ahead seemed daunting. How do I create business branding that is authentic and tells the ‘behind the scenes story’ of the business and its owner? 

Early on, I realised that there was so much more to branding than just a logo or slogan. The amazing team at The Celebrant Studio helped me take a journey of discovery. I am a very visual person. I have worked on various publications creating story boards page by page transforming abstract concepts into visual representations. As the saying goes ‘a picture is worth a thousand words’. The team gave me agency to unlock that creativity within and provide the narrative to the business through the branding. 

I began the process by completing a project board for the Celebrant Studio team detailing, for example, colour and font preferences and ideas for a logo design. I had recently left my job after almost 15 years and was humbled that so many people offered their good wishes for my new chosen path but would miss the ‘smiley, warm, approachable and friendly’ person. That was the task ahead – find colours and fonts that fitted that description! 

I don’t have a favourite colour. Growing up, I shifted between pink and blue. My grandma loved pink but always wore blue just like the Queen Mother, she would say. I explored different colours and gave the team a number of choices expressing the need for warmth and friendliness. They presented me with a palette of three – orange, cyan and light grey. I took a step back. Did these colours represent the face and personality behind the branding and what I hoped would be part of the narrative and ethos of the business? Yes is the simple answer but let me explain. 

In the psychology of colour, orange represents warmth and confidence (making people feel comfortable and heard), cyan evokes a sense of calm and clarity (thus reducing stress for others) whilst light grey shows balance and professionalism (facilitating trust and reliability). I wanted the style to demonstrate honesty and authenticity to create a genuine connection with you. It was about creating a friendly, approachable style that encapsulates everything I stand for and believe in. 

I indicated to the team that I wanted ‘friendly fonts’, ones that were rounded and curvy without sharp edges. The chosen fonts were Belgiano for headings whilst Montserrat would be used for the main text. The first is described as classic and timeless with a contemporary feel. Montserrat is a popular font which achieves high legibility in small sizes. Accessibility and inclusivity are important. This font is described as practical and approachable; what could be more me! 

I had in mind something very specific for the logo design and had been doodling for a while. What kind of logo design would tell a story, your story? The two hearts logo design is the story of two people who have captured each other’s hearts. It represents you. The hearts are connected – joined arm in arm – as you begin the next stage of your journey together. You are not becoming one person and losing your identity. In fact, you are gaining another part of you, a part you share with your partner; you as a couple maintaining your individuality but the intertwining of the hearts indicates a sharing of your unique bond and history that will be built on for years to come. Think of me when you want to have a vow renewal!

I hope the branding design – the colours, the fonts and the logo – becomes the pillar that builds trust with you; that you can identify with its narrative, that it reminds you of your story and gives you confidence in my unwavering dedication to share your journey with your loved ones on your special day. 

Contact me for an initial free consultation to see how we can work together. 

Email: hello@emmatanyaweddingcelebrant.co.uk

Mobile: 07712 114945