LinkedIn Brand Identity
Around nine months into my time on the LinkedIn Brand & Marketing team, my focus switched to become the brand identity lead. To coincide with simplification initiative on the product side, I began by refining the core brand elements: logo suite, color palettes, and typography. These elements could then be used as a basis for future brand identity explorations, and creation of new tools and templates for internal and external use.
I supervised the team on design explorations, and developed new rules around logo and color usage, iconography creation, and more. Working with a team design partner, this work culminated in the launch of the company's brand guidelines website in mid-2014.
LinkedIn's logo suite originally consisted of a gradient logo for screen, and a flat logo for print. Consolidating these cut the policing effort in half, as well as creating a fresher, more up-to-date online presence.
Logo suite optimization
Over 300 logos were optimized and exported for use internally and externally – all sizes from 14 to 128px,full-color and one-color for light and dark backgrounds, plus ® and ™ versions for legal purposes.
Color palette development
A comprehensive 9x9 color palette incorporating a set of brand accent colors was developed. These palettes were optimized for RGB and CMYK, as well as a set of PMS colors for the brand accents, giving a unified color system both on and off-screen.
Brand guidelines microsite
Site based on the new microsite templates developed by the Brand & Marketing team. Pulling together all the work of the previous months, my responsibilities were end-to-end – site IA, layout, and all content and asset creation, working with a team design partner to refine rules and copy before the initial launch.
Product logo lockups
Development of a product logo lockup system, based on a previous exploration for branding LinkedIn Premium. Includes custom, extended type based on the LinkedIn corporate typeface.
INwords are an important internal brand expression tool used widely at LinkedIn. To replace the existing typeface, Tillman was designed to incorporate the IN directly within the typeface, allowing anyone to make INwords quickly and easily. The new face retained the conversational tone, while appearing more intelligent than the previous scrawl.