In the middle of 2014 ―when I was finishing my advanced degree in advertising design― I designed my first personal brand and portfolio, which remained with me until the end of 2017.
At that time, the brand’s message was addressed to the final client as if the brand itself was a design agency, seems incoherent considering that it was not. For that reason, four years later, I decided it was the right moment to renew the brand and update the message.
The goal was to create a personal brand that would indentify me and my work. It was a quite drastic change in respect to the previous message, because I did not intend to sell my services to a final customer.
“ Don’t be scared to present the real you to the world, authenticity is at the heart of success.”
To achieve this, the brand took my name and my first surname: Jonathan Centeno, a safe bet to identify me. On the other hand, in order to make my projects to be the center of attention, the design was supposed to be simple and functional.
Despite the concept being simple, its structure wasn’t. Based on the golden ratio and a secondary grid, I created the initials of the original sketch with a sleek and personal serif characters. With them, I gave the brand a lot of personality by maintaining the original objective.
In order to keep the icon as the main element of the composition, I designed a simple caps wordmark with no serifs to maintain the balance of the structure.
For the main color, I chose a navy blue which I feel identified with. And, as a secondary color, a soft red that, even if I don’t like it that much, I thought it would work pretty well with the main color and would be perfect to highlight certain web elements.
With the same objective in mind and with the contents created, it was time to define the website map and its structure. This step was crucial for taking important decisions and testing an early version of the website. Once satisfied, I started to give importance to the visual aspect.
I opted for the Merriweather Sans Serif: an easy‑to‑read typeface with lots of characters and a certain singularity. In addition, since it’s not that common, it gave a certain personality to my portfolio.
As an auxiliary typography, I used Rufina, a sleek and characteristic Serif typography that goes perfectly with my brand. Its use would be limited to highlighting certain elements of the design like quotes and headers.
I’m definitely very happy with the result and I’d love to share a little bit more about me. If you have any suggestions, or you just simply want to give me some feedback about this or other projects, don’t hesitate to get in touch with me.