brand refresh process — color palette + logo

Logo and color palette process | PINEGATE ROAD

With the portfolio and blog getting a rehaul in the next few months, I’ve been busy trying to make little tweaks here and there to the visuals of Pinegate Road. There are some things that were feeling great aesthetically from my last big rebrand, but as I was working within certain areas, it just didn’t seem flexible enough. I felt like there was a certain kind of persona this brand was creating, that just wasn’t entirely true to what Pinegate Road is at the core. Things just got too crisp and clean, and I like a little mess around here sometimes I’m realizing. The creative journey is never nothing but pretty.

With this slight refresh, I wanted to get the love of hand-lettering back into the brand. This new logo was hand-lettered and then vectorized to keep those asymmetrical qualities you usually lose when you make a logo fresh from the digital space. The added ‘g’ also is working better with how I’ve been abbreviating the brand from the start. PR just screams public relations to me, and it just needed a slight tweak.

The color palette is a complete work in progress. If I learned anything from working with the Angela Hauck brand, it’s that I shouldn’t be afraid of color. While still keeping a more subdued natural spin, I wanted to build out a color palette that works with the Pinegate Road brand and one that could stand up to possible growth. If products start to be a part of the future here, I need some go-to hues that I’m not just picking out with a color dropper as needed. Having a larger palette of hues that work together is something that stationery world is making me take note of. It’s the details that keep things together, and this is my first stab at making the color process work towards a cohesive brand look beyond those five colors I picked out specifically for branding purposes.

Have any of you worked with building out a large cohesive color palette? I’d love tips if so! I’m up for any suggestions on this palette. Is there anything that’s standing out to you? Any colors you think are missing? There’s something about this that I’m not entirely thrilled with, but I can’t quite put my finger on it. (Help!)


  1. Hi Kelsey! I’m a brazilian designer & blogger and I’ve always asked myself if I should do this, incorporate more colors on my palette. I actually tried this once, but at the end of the day, I used to apply only 3 ou 4 colors on my designs, and the rest was left with limited usage. How do you think is the solution in that case? I mean, how do you plan to variate this colors?

    • @ Zé — Hello! I think what was most important for me when thinking about this new palette was that I wanted to have standard colors to use for product and applications outside of the main design of the blog. I think that it would be beneficial to have a ‘go to’ red or blue when thinking about products. I’ll probably pick a few hues from my large palette to stick to for most of the branding, and then have the other ones as needed for accents. Honestly, this will kind of be a learn-as-I-go experience! Maybe I’ll stick to my main five in the end like you did :) It’s worth a try to see if it works though!

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