PREVIOUS IDENTITY ELEMENTS
The first element I implemented was this modern outlined logo, with the idea that the outlined M will be used as a design device throughout the identity.
The beautiful color palette already existed, but I needed to establish a hierarchy.
Similar to the cold palette, the fonts remained the same, with two big changes. The first was tightening the kerning and leading of Yeseva to give it an intentional and professional aesthetic. The second was to establish a better hierarchy.
New Brand Guidelines overview
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