CASTING DONE

DIFFERENTLY
The Brand Identity of a Sports Commentator
By Jonathan Sosa-Medina
Introduction

The Objective of this micro-project is to develop a cohesive and

comprehensive brand identity kit, focusing on essential elements
such as font families and color palette.

Students will gain an understanding of the psychology behind

font and color choices and learn to apply this knowledge by
creating a brand identity.
Overview
This specific brand identity is
crafted for that of a Jester
Sports Commentator -
someone who looks to
entertain sports fans through
having a good time and
lighting up viewers rooms
with their presence.
A Jester is someone who lives
to put smiles on everyone’s
face through jokes, relatable
stories and having the viewer
live the moment.
 ■ Header Font: Filson Pro Medium
Filson font is part of the Filson Pro &
Sans-Serif font families. This specific font
in a medium boldness shows enough
emphasis to hold as a main “Header
font”. This font has a sense of ”fun” to it
giving someone simple/child like writing
to convey a sense of comfortability and
youth which can go hand and hand with
Font joy, fun, and laughter.
■ Paragraph Font: Apertura Normal

Families Apertura font is also from the San-Serif font

family, this gives it a simple look to the
paragraph text. Keeping the font selection
in the same family gives it a sense of
similarity thus a sense of comfortability as
well from this font to the “Header Font” but
stays true to its roll as the “Paragraph font”
as it does not stand out as much as the
former.
Font Families cont. (Adobe Fonts)
Header Font: Filson Pro Medium

Paragraph Font: Apertura Regular

Color Palette
Palatinate Blue Aztec Turquoise Durian Yellow

■ Palatinate Blue represents comfortability; its choice was to show comfort to

the viewer and with comfort comes a similar feeling to joy and fun. This
color is also a likeable color and the choice for favorite color for a lot of
people.
■ Aztec Turquoise gives a sense of balance and compassion. A “welcome” if
you will to my brand’s identity.
■ Durian Yellow symbolizes joy but with an additional feeling of success. This
specific yellow lies between yellow and gold to help signify bought feelings
Color Palette

■ Palatinate Blue
– Hex code: #1732E0
– RGB: 23, 50, 224
■ Aztec Turquoise
– Hex Code: #00E0E0
– RGB: 0, 224, 224
■ Durian Yellow
– Hex Code: #E0C326
– RGB: 224, 195, 38
■ White
– Hex Code: #FFFFFF
– RGB: 255, 255, 255
 COLOR
PALETTE
(ADOBE
COLOR)
Selection Rationale
■ Psychology of Colors
The color selections for my brand reflect my brands values and my Jester like personality.
Palatinate Blue shows comfortability and joy as a simple color that many people love. Aztec
Turquoise speaks on the value of balance but brings forth a sense of comfortability as well, it
is a welcoming color for my brand. Durian Yellow represent the feeling of joy, it was placed in
a shade of yellow that also looks like gold to represent the value of success as that is the one
of the end goals, to be successful in entertaining with a smile.
■ Psychology of Fonts
“Filson Pro” conveys a simple font that can be recognized by virtually anyone as it is used in
magazine covers, logos and clothing labels. It gives an elementary feel with its size and
simpleness that seems welcoming and enjoyable.
“Apertura” a clear and easy to spot out font that is like the former. Its straightforwardness
allows for easy reading while bring similar feelings that will be brought upon by “Filson Pro”.
References

■ Nandine Hanafi, LinkedIn (2023, October 17) “Ever considered black, gold, or
grey…” https://www.linkedin.com/pulse/ever-considered-black-gold-gray-your-
personal-brands-color-hanafi-xj7pe/
■ Nandine Hanafi, LinkedIn (2023, September 26) “Is blue, green or teal…”
https://www.linkedin.com/pulse/ever-considered-black-gold-gray-your-personal-
brands-color-hanafi-xj7pe/
■ Creative Bloq Staff, CreativBloq (2016, January 21) “Font of the Day: Filson”
https://www.creativebloq.com/typography/font-day-filson-11618886
■ David Sudweeks, Font Shop Blog, (2013, January 09) ”Verdigirs and Apertura”
https://fontshopblog.wordpress.com/2013/01/09/verdigris-and-apertura/