Constructing the BrightLocal Model: The Colour Scheme Replace

As a few of you will have observed over the previous couple of months, BrightLocal has undergone some visible upgrades (together with the colour scheme replace that went dwell in our toolset right this moment). These floor adjustments are extra than simply about wanting good—they’re the results of a year-long challenge wanting into how we might enhance our model to reinforce consumer expertise.

As a part of the challenge, we checked out many features of our model (extra on these under), together with colour. Colour performs such an vital function throughout the BrightLocal model, presenting actionable insights and data, and permitting clients to achieve understanding rapidly.

Wanting on the BrightLocal palette, it was instantly obvious that data was typically laborious to learn. After we additionally found that 1 in 12 males and 1 in 200 ladies undergo from Colour Imaginative and prescient Deficiency, we began researching how we might mix colour and data to reinforce consumer expertise for all of our clients. 

The result’s a wholly new colour palette that makes knowledge and insights simpler to grasp, serving to you to rapidly pinpoint what’s vital.

The BrightLocal Model Venture

The BrightLocal model challenge wasn’t about ranging from scratch, however about constructing on prime of what we have now to take the BrightLocal model ahead, and this meant staying true to our core values. Step one was to pop the hood and deal with three key areas: 

1. Mirror on who we’re as an organization.
2. Construct consistency throughout the BrightLocal model.
3. Enhance the general buyer expertise.

Earlier than designing something, it was important that we spoke to a spread of shoppers to find how they understand our model. Good or unhealthy, it was vital to get a strong understanding. 

Together with speaking to clients, we spoke with members of the BrightLocal workforce. Via holding workshops and discovery classes, we labored in the direction of a transparent inside and exterior understanding. There was quite a bit to unpack, however ultimately we gained confidence from our insights and set about translating this into visible design.

Model Parts

Though a easy form, we found that the circle has a wide range of meanings with regards to native web optimization. These meanings embrace representing connection, unity, neighborhood, and the common-or-garden search pin.

Emblem

Though a brand isn’t an important a part of any model, it’s arguably essentially the most seen a part of a model.

The BrightLocal brand has gone by way of some adjustments through the years. This time we determined to drop the uppercase and retain the well-known coronary heart pin, giving our brand a welcoming and private really feel.

Brighter Concepts

When speaking with our clients, we found that being pleasant and private had been two areas that they strongly related to BrightLocal. These attributes lent themselves to creating a brand new and distinctive illustration type, which is extra daring, playful, and crowd pleasing than our earlier illustration type.

Font/Typefaces

We found that our earlier typefaces might typically be laborious to learn at smaller sizes, which means that clients struggled to understand insights rapidly. Our new typefaces are significantly better suited to digital platforms and can hopefully assist clients to simply perceive data. It’s not all about perform although, and our headline font can also be popping with persona.

Abstract

This challenge had three clear goals and though we wish to suppose we’ve completed these targets, that is certainly not the tip. Bettering our buyer expertise is an space we’re continuously engaged on and consistency is a key a part of how we ship this. 

We’re pleased with the BrightLocal model and hopefully this has given you some perception into our course of.

Dominic is BrightLocal’s Lead Designer, chargeable for growing our model and feeding it by way of each touchpoint, from instrument to web site and past.