Brand Identity Design
Jomel Seams Reasonable - USA Cut & Sew Manufacturing
As the lead designer for Jomel Seams Reasonable, a New Jersey-based cut-and-sew manufacturer, I developed a cohesive brand identity system that embodies precision, reliability, and American craftsmanship.
From visual elements to brand applications, every component was designed to reflect the company’s commitment to A To Z manufacturing excellence and their three decades of expertise in producing quality sewn goods made in the USA.
See the brand identity in action: The client has successfully implemented this design system across their website at jomel.net, demonstrating how the visual language translates into a complete digital experience.
TONE OF VOICE
A well-defined tone of voice ensures consistent and recognizable communication across all touchpoints. Jomel Seams Reasonable combines a technical, professional approach with a human touch.
CLEAR AND DIRECT
Communication should be free from rhetorical excess and unnecessary formalities. Use technical language when needed, but always keep it accessible and understandable for a B2B audience.
PROFESSIONAL
The tone should convey confidence and authority. Speak with a firm and decisive voice, highlighting key strengths such as quality, fast turnaround times, and supply chain reliability.
APPROACHABLE
While maintaining professionalism, the language should be warm and inclusive, encouraging potential clients to see Jomel Seams Reasonable as a collaborative partner, ready to listen to their needs and provide tailored solutions.
SOLUTION-ORIENTED
Communication should emphasize that Jomel Seams Reasonable is an A-to-Z partner, capable of managing the entire production process, from raw material sourcing to the final product. The message should focus on the benefits and added value for the client.
COLOUR PALETTE
The Jomel Seams Reasonable palette consists of four colors. They can be used for various editorial formats, patterns, text, graphic elements, etc.
The different percentages of color usage are displayed by the space the colors occupy. For example, Machinery Blue is the primary color.
The CMYK values, HTML codes and RGB values are provided
MACHINERY BLUE
#163767
Strength, precision and high-quality industrial craftsmanship
C100 M80 Y25 K25 – R22 G55 B103
CANVAS
#F4F2EF
A tribute to textiles and skilled workmanship.
C5 M5 Y7 K0 – R244 G242 B239
FACTORY SAGE
#809C90
A natural tone joining industry with sustainability.
C54 M25 Y43 K7 – R128 G156 B144
FORGED IRON
#4B4A4A
Strong and resilient, reflecting industrial foundations.
C54 M25 Y43 K7 – R128 G156 B144
TYPOGRAPHY
The fonts of Jomel Seams Reasonable are:
FUTURA BOLD
Headline, preferably used in uppercase.
WORK SANS
Paragraph in all its weights (thin, light, regular, medium, semi-bold, bold, extra bold). Regular and semi-bold are the preferred ones. This font is the one used also for notes.
MINION
Quotes, in italic weight.
EXAMPLE | applied fonts
Futura Bold
Work Sans Medium
Work Sans Regular
and Semi-Bold
Work Sans Regular
and Bold
UT VOLO ODI CONSEQUE SI OMNIS
UT VOLO ODI CONSEQUE SI OMNIS
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Nihictur? Duntiatus ipis expere ium inisin perum nia venihil molum, cullupta quiande llabor mil ea andiore etur aut in corundu cienihilis et odia cum natur minis consequos mo bea quatur sim quistis autempor saepudit a sus. Laut fuga.
ICON & ILLUSTRATION STYLE
Jomel Seams Reasonable icons are designed within a circle for continuity with the logo. The colours can be mixed based on the intended use. Within the separately provided document in vector format (Icons .ai) are all the icons developed on three different backgrounds: Machinery Blue, Canvas and Forged Iron.
What if the required icon doesn’t exist?
- Design it in the existing style, using
Factory Sage for small details. - Use a broader symbol when appropriate
(e.g., a dress icon instead of a t-shirt).
BRAND PATTERNS
Patterns can vary and be created using existing icons. They can serve a purely decorative purpose or indicate a specific area of work (e.g. pattern with scissors icon next to a photo of an employee = indicates that the employee works in the cutting department).
Alignment remains consistent, with the second row shifted slightly to the right. A reference pattern is included in the “Icons. Ai” file as a base for future use.
BRAND PATTERNS
Colors may vary depending on their intended use. Icons can be placed tone-on-tone, on different colors, or on a transparent background.Colors may vary depending on their intended use. Icons can be placed tone-on-tone, on different colors, or on a transparent background.
Readability must always be ensured.
DIFFERENT COLORS | pattern applications
GRAPHIC ELEMENTS
Circular elements are a recurring theme in the design – appearing in rounded corners,
full and half-circle graphics – to create visual continuity
APPLICATION
An example of the Home page.
Tone of voice
Following the defined tone of voice, the texts have been structured. Direct and dynamic, it highlights Jomel’s role as a comprehensive partner.
Animation
The most visible element should be the company logo. After that, a short sentence and the person who said it can be added.
The testimonials are animated: they scroll horizontally.
Contact us
This is the main element, so that the customer has a constant referral.
Pictures & Graphic
The image includes sage details; the circle is used as a graphic constant.
Footer
The logo can retain its color if placed on a light background. In case it is placed on a dark background, its monochromatic white variant should be used. The circular element reinforces visual continuity and highlights contact details.