Brand Guidelines
Highland Farms
Color Palette
Highland Farms' color palette is inspired by the natural hues found on its grounds. Snowfall and Lichen serve as light swatch background colors, conveying the purity of the landscape.
Pine and Woodland, representing the forest depth, are the dark swatch background colors, adding depth and elegance to the brand's visual identity.
Nocturne, as an alternative to true black, brings a muted, printed feel to heading and subheading text on light backgrounds.
Typography
Highland Farms embraces a cohesive and elegant typographic approach by utilizing Cormorant Garamond for all heading, subheading, and body copy across its digital and print materials. This classic and versatile typeface imparts a timeless quality to the brand's messaging.
All primary headings are to be rendered as capitals for a stately impact, and preceded with a tertiary italicized heading prefixed and suffixed with a non-breaking space and em-dash.
To enhance engagement, links are italicized and feature a hand-underlined element below, eliminating traditional buttons everywhere except the primary navigation call-to-action button for a more organic and approachable feel.
Quotes are rendered in italics with a white background and overlayed on an image or colored background, adding a handcrafted feel to the presentation of quoted content.
This unified typographic strategy aims to create a seamless and visually pleasing experience for the audience, reinforcing the brand's commitment to authenticity and thoughtful design.
Imagery
Highland Farms elevates its brand aesthetic through the thoughtful integration of hand-drawn illustrations, custom hand-drawn icons, and warm yet moody photographs captured at long focal lengths.
Hand-drawn elements bring a personalized and artisanal touch, infusing the brand with a sense of authenticity and warmth.
Carefully-curated sunny weather photographs, zoomed-in vignettes, and ample photos of both visitors and farm animals emphasize the beauty of the property and feel of the experience through a heightened sense of depth and detail.
These visual elements collectively contribute to an elevated brand aesthetic, conveying a commitment to quality and a connection with nature. By embracing a blend of handmade and meticulously captured visuals, Highland Farms establishes a distinctive and sophisticated visual language that resonates with its audience and fosters a sense of authenticity.
Brand Voice
Highland Farms' brand voice consistently features an elevated tone, mirroring the sophistication and authenticity embedded in its ethos.
The language on the website is carefully crafted to evoke a sense of refinement and connection with nature, reflecting the brand's commitment to providing a premium experience. Whether describing the rustic charm of its accommodations or inviting visitors to explore the serene landscapes, the narrative is rich, yet approachable, creating an immersive experience for the audience.
This elevated brand voice aligns seamlessly with the overall visual aesthetics, hand-drawn illustrations, and sun-soaked photographs, collectively cultivating a unique and sophisticated identity for Highland Farms.
By consistently upholding this refined tone across all communication channels, Highland Farms establishes a brand persona that captivates, engages, and resonates with its audience, further enhancing the elevated and authentic feel of the overall brand experience.
Brand Identity
Preliminary Concepts
Highland Farms' brand wordmark concept exudes a personal touch, resembling a handwritten signature for an intimate and bespoke feel to the overall identity. The lettering reflects a balance of elegance and warmth, enhancing the brand's personality.
Complementing this distinctive wordmark is the logomark concept, featuring a head-on view of a Highland cow. This choice aligns seamlessly with the rustic charm of the property, symbolizing the connection with nature, farm, and human. The head-on angle imparts a sense of directness and approachability, while the choice of a Highland cow adds a touch of character and emphasizes the uniqueness of the property and its animals.
A variety of lockups of the logomark and wordmark allow for the use of the branding in different contexts and at different sizes.
Together, the wordmark and logomark encapsulate Highland Farms' distinctive and genuine brand experience.
