pattern design

The Top 3 Reasons You Should Use Patterns in your Branding

Patterns make people smile and if you follow my work you know they make me smile too. More importantly, patterns can play a huge role in your brand recognition. They add a little something extra to the overall brand design and that is why I like to create patterns for my branding clients.

These three reasons will explain why patterns can make an impact in your brand design.
 

The Top 3 Reasons You Should Use Patterns in your Branding | Pace Creative Design Studio

1. People Remember Patterns

Our brains tend to pick up and recognize patterns faster. We rely on repetition as a way of remembering things, so I use this notion when designing brand identities. I create patterns from different elements throughout the overall brand to reinforce the brand’s essence and visual appeal. These patterns become memorable and add another layer of visual consistency to your brand.

Here are examples of brand patterns I designed for Brightside Creative Solutions. I focused on using the brand's icon (the "B") and created a series of signature patterns that could be used interchangeably across the brand. Repetition of the brand's "B" icon in the patterns was key to making the brand unforgettable.
 

Brightside Creative Solutions pattern design by Pace Creative Design Studio

You can see how the patterns were implemented in the collateral. The brand patterns are unique and unforgettable. People will remember getting their business cards and they will begin to associate these bold patterns with Brightside.
 

Brightside Creative Solutions branding by Pace Creative Design Studio

2.  Break the Mold

What brand does not want to stand out from their competition? More and more businesses are realizing the importance of branding. They understand they need a strong logo and a brand color scheme, but then they stop there and think their visual brand is complete. But you shouldn’t. Developing patterns makes your visual messaging more unique. Your brand will begin to stand out from your competition. The patterns will enhance your brand’s personality and your audience will notice. Using patterns is a fun, visual way of engaging your customers.

Most people would think a dentist practice would not need brand patterns, but these patterns for Sweet Tooth Pediatric Dentistry add visual appeal that makes them stand apart from most dentists. I created several simple and sweet confetti inspired patterns that were used on their business cards, website and more.
 

3.  Catch their Eye

Just adding your logo to your brand collateral or stationery does not count as branding. You want your collateral to be eye catching. You want your audience to recognize it as your brand and you want them to be engaged. Brand patterns add that eye catching interest that you are going for. They also allow you to stay consistent with your branding without heavily relying on just your logo. You can use them on your business cards, website, packaging, mailings, in your office or your storefront – the list could go on and on. In the end, your brand patterns add personal and memorable touches that your audience will be attracted to.

Not all brand patterns have to be intricate and bold. Sometimes the perfect pattern for a brand is subtle and not in your face. Your brand patterns need to reflect your business vision. For example, I created a very simple brand pattern for root + river. The wavy lines make you think of a river, but it also connects with how they help people, businesses and work cultures propel forward as they embrace the authenticity and soul of their brands.
 

Anyone can harness the benefits of brand patterns. They are beneficial for corporate companies, entrepreneurs, online shop owners, restaurants, clothing brands – basically they will work for all types of brands.

Don’t have brand patterns? Reach out to me and we can strategize how patterns can impact your brand.

Project Spotlight: Brightside Creative Solutions Brand Design

Here is a behind the scenes look at the brand design for Brightside Creative Solutions.
 

Brightside Creative Solutions brand design by Pace Creative Design Studio

Overview

Holly and Jessica, co-owners of Brightside Creative Solutions, approached me to take on designing a new brand identity for their digital marketing business. They felt their current brand design was dull and did not reflect the energetic personality of their business. They wanted some bright and unique elements that could make their brand stand out and I couldn’t wait to make that happen for them.

Creative Process

Every branding project I work on starts with the discovery phase. Holly and Jessica filled out a comprehensive questionnaire, so I could gain a better understanding of their business vision. The biggest takeaway from the questionnaire was the unique value that they bring to their clients. As a duo, they bring this infectious enthusiasm in their one-on-one interactions that you don’t see very often in the world of digital marketing. As I learned more about Brightside, I became more inspired by Holly and Jessica. I was able to create a mood board that visually reflected their infectious enthusiasm that I even began to see with my own interactions with them.
 

Brightside Creative Solutions Mood Board by Pace Creative Design Studio


Primary + Secondary Logos

After the discovery phase, I knew that there needed to be several surprise elements within the brand. I designed a logotype, a secondary logo and several alternate marks that would allow creative flexibility for the digital brand. Each of the logo elements are full of energy and portray that playful and modern sensibility that the brand embodies.
 

Brightside Creative Solutions branding by Pace Creative Design Studio

Color Palette

For the brand colors, I chose a palette that was bright and light, but also had a feminine flair. The primary sunshine yellow evokes the sense of optimism and self-confidence, while the mix of the charcoal and mint colors adds a touch of sophistication.

Brightside Creative Solutions brand colors by Pace Creative Design Studio

Patterns

If you follow my work, you know I have a huge obsession with designing patterns and I couldn’t stop myself from creating several different ones for Brightside Creative Solutions. These fun and playful patterns add another exciting layer to the overall brand identity. My favorite part was using the alternate marks to create some of the patterns.
 

Brightside Creative Solutions brand pattern designs by Pace Creative Design Studio

Business Cards

From the beginning, Holly and Jessica emphasized how they wanted to start incorporating gold into their brand, so I could not resist designing their business cards to include gold foil. The addition of the gold foil was the perfect touch for this new brand design.
 

Brightside Creative Solutions brand stationery design by Pace Creative Design Studio

The Happy Client

 
Holly Lane, co-owner of Brightside Creative Solutions
 

HOLLY LANE
co-owner
Brightside Creative Solutions

“The brand elements Jennifer created PERFECTLY captured who we were. She gave us brand patterns that we are able to use on many of our new collateral. The whole process was smooth and done in a timely manner. We cannot recommend working with her enough! As a digital marketing company we know the value of a brand and are so happy to have a partner in someone like Jennifer who understands that as well.”
 
 

Project Spotlight: root + river

Here is a behind the scenes look at the brand design for root + river.
 

root + river brand design by Pace Creative Design Studio

Overview
root + river is one of those unique brands you dream of working with. It was founded on the belief that all brands begin at the root. And they practice what they preach, which is rare. After meeting with co-founders, Emily and Justin, their passion and drive to help leaders uncover the souls of their brands was contagious. I was excited and flattered to design their brand identity.

Creative Process
In the discovery phase, Emily sent over their creative brief that was filled with inspiring visual breadcrumbs that got my mind racing with ideas. I learned so much about their brand and my favorite takeaway was how they describe the essence of root + river:

r + r is a brand that begins at the soulful level, using the alchemy of its experience with people, businesses, marketing and branding to find truth and authenticity. r + r is uncompromising in its commitment to applying this essence (the vision of the leader) – to propel people, businesses and work cultures forward.
 
root + river brand mood board

root + river brand mood board

Logo Design
The font for the typographic logo was chosen because of it’s subtle organic and natural texture and I created a secondary logo that had that same vibe. It was very important to have a sense of simplicity in the design.

 

root + river logo design by Pace Creative Design Studio

Color Palette
The root + river color palette is warm and earthy. The rich neutral earth tones have a natural but powerful feel while the navy’s classic charm give it a timeless feel. While the bold and fiery accent colors add a pop of energy to the palette.

root + river brand colors

Typography
A fun element from this brand project was creating an accent font based off of Emily's handwriting. It became the playful brand font that could be used graphically and/or in call outs throughout their brand collateral.

root + river brand accent font

Brand Design
A lot of the design cues for this brand were taken from their organic process of uncovering the root and soul of the brands they work with. With that in mind, I began to create graphical elements that would emphasize this organic feel.

root + river graphic elements by Pace Creative Design Studio

This organic feel also needed to show through in their social media presence. I created an example of what a branded Instragram feed would look like. Using a mix of great imagery and branded graphics makes the feed look and feel more consistent and authentic.
 

root + river branded social media by Pace Creative Design Studio

Pattern Design
Creating patterns for a brand adds another level of depth. When creating a brand pattern for root+river, I wanted to keep it simple. I designed a pattern of wavy lines that make you think of a river flowing. This gives the brand more texture, especially when it is used as an overlay on photos.

root + river brand pattern design by Pace Creative Design Studio

Brand Collateral
The brand really starts to shape as I build out the collateral pieces.
 

root + river business card designs by Pace Creative Design Studio
root + river brand collateral design by Pace Creative Design Studio
 

The Happy Client

 
EMILY SOCCORSY  Co-Founder
 

EMILY SOCCORSY
co-founder & strategist
root + river

"The experience of working with Jen Pace Duran of Pace Creative on my company's brand was something that design rarely is — totally enjoyable, comfortable and definitive. We had worked with three other designers to capture our essence in design before finding Jen. Never satisfied, I was at least a little skeptical about us getting to a place where both my co-founder and I were pleased with the result. 
Jen's process of understanding the brand of our start-up from the heart out, then collaborating on a mood board, then providing designs that reflected all she had learned about us was impressive. She is a listener, an intelligent and intentional designer, and a skilled, modern marketer who combines her mind and art to achieve design greatness. 
I trust Jen implicitly with all aspects of our brand, and now rely on her for additional design, including social icons, document templates, presentation decks, infographics and much more. 
Her work is thorough, thoughtful, beautiful and impactful. I am not easily impressed. 
Even more impressive than her work is her person: she's delightful, totally competent, and a diligent businesswoman. I now refer her to everyone I know."