Graphic design
Personal brand
Branding / UI / UX


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.

Comparison of the old logo vs. the new one

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 brand


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.

Drawing with a pencil one of the first sketches of my personal brand
One of the first sketches.

“ Don’t be scared to present the real you to the world, authenticity is at the heart of success.”

— Unknown

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.

The final four proposals for my personal brand
Final proposals. After publishing them in the social media, the option number two won by a large majority.


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.

Personal brand logo construction animation


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.

Personal brand wordmark construction

Color palette

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.

Navy blue
Red desire

Web design


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.

Diagram of the web structure of my personal brand


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.

Merriweather Sans typography

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.

Rufina typography


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.