Ben Leah Design Branding
Visual branding for my freelance design practise covering web, mobile and print
When considering my own my brand I wanted to develop a visual language mechanism which would capture the functional ethos that runs throughout my work. Positioning myself as a freelance designer and developer my professional presence and reputation are key to my business identity, making it vital to trade under my own name as opposed to an ambiguous concoction. This in mind my visual identity had to be purely typographic yet capture the nature of my approach. The result was a custom type face tying all these concepts together.
The typeface is a modular mono-line sans serif built of overlapping components to signify the engineering behind its form. With glyphs inspired by the neo-grotesque work of font designer Kris Sowersby and the modernist classic Univers, I’ve gone for a balance between geometric and humanist curves. With two styles ‘Fill’ and ‘Outline’, it can be applied to a variety of a visual scenarios whether monotone or high contrast making it a robust display font and a perfect standalone identity.
As a small self employed business setup — particularly one in the business of selling design — I live and die by the effectiveness of my own brand communications; but I find the relationship between my own work and that I do for my clients is symbiotic — experience working on a client’s brand communications feeds into my own design work, and vice versa.