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Penguin Loyalty Brand Guidelines

Client: Penguin Loyalty

The Penguin Loyalty Brand Guidelines were meticulously crafted to establish a visual identity that reflects the brand's vibrant and friendly nature. From the playful penguin logo to the typography and color palette, every element was carefully designed to create a cohesive and engaging brand experience. These guidelines serve as a foundation for consistency and brand recognition across various touchpoints, including the Penguin Loyalty App wireframes that can be found here.





Logo development

Style Establishment

Graphic Designer

The Goal

The goal of the Penguin Loyalty Brand Guidelines was to create a visual identity that captures the essence of the brand and resonates with both businesses and customers. By establishing clear guidelines for logo usage, typography, color palette, and overall design elements, the project aimed to ensure a consistent and compelling brand experience. The guidelines empower the brand to communicate its values, foster meaningful connections, and stand out in the competitive landscape of loyalty solutions. Through the implementation of these guidelines, Penguin Loyalty strives to create a lasting and memorable impression on its audience.


The design process involved an in-depth exploration of the brand's core values and target audience. Collaborative discussions with the brand representatives helped uncover the symbolism behind the logo—a playful penguin figure wearing a funky hat. The typography choice of SF Pro, familiar to Apple users, was selected to create a sense of recognition and elegance. These design decisions were influenced by the vision and mission of Penguin Loyalty, which aims to foster meaningful connections between businesses and customers while prioritizing sustainability.

Final Design

The Penguin Loyalty Brand Guidelines showcase a dynamic visual identity. The logo's playful penguin and funky hat represent loyalty, adaptability, and a sense of community. The chosen typography, SF Pro, adds a touch of familiarity and elegance. The carefully curated color palette and logo usage guidelines further enhance the brand's identity, creating a cohesive and engaging experience for both businesses and customers.

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