The Apology Energy Branding
A social media account and blog needed a soft, peaceful, hopeful brand to promote their mission of normalizing apology, fostering healing, and offering guidance to those who want to improve how they relate to others.
The Apology Energy primary combined logo began with a heart/speech bubble sketch the client created. They liked the idea, and wanted a more refined look plus a full logo with the organization’s name. I handcrafted the lettering based on the client’s preferred typeface, Yellowtail, then redesigned the original mark, making it more streamlined and unique. The resulting elements fit together into a master logo and also work individually.
The Apology Energy brand elements work in various combinations, the line weight and counter space scaling well at multiple sizes. The accompanying brand guidelines detail logo usage, as well as the client’s chosen color palette and typography system. Yellowtail’s lively script combines with calm, sans serif Lato to create a dynamic look for the inspirational quotes The Apology Energy posts on Instagram.