If you’re a Genesis framework user, you’ve probably noticed a new logo in the most recent 1.9 version. Today, I’d like to share with you some ideas behind the new Genesis visual brand and what direction overall in which we’re taking StudioPress.
The idea of redesigning Genesis appeared once we realized we’re getting closer to the big 2.0 version.
I had a couple of serious discussions with Brian Gardner on the future of StudioPress themes and the Genesis framework design itself.
Our first brainstorming session was more about the fundamental ideas of what StudioPress design is about.
Let’s get back to the core and define what the Genesis framework really is…
The Genesis Framework
If you have ever used any of our themes, you probably know they’re characterized with simplicity but incredible functionality.
There are not too many crazy custom settings or options that would control the visual aspects of the theme, but, on the other hand, it gives much more flexibility for designers and developers to customize the theme thanks to the way it’s coded.
From a technical point of view, the Genesis framework is very well optimized, fast, secure and modular.
The goal was to connect everything from what the Genesis framework is to its back-end as well as represent similar values in a visual area.
Of course, we didn’t want to just redesign the Genesis logo and let everything else take its own path. Our goal was to create a new trend that would become a common feature between all of our child themes.
Our codex of a good design
Here is a list of some core features we will try to include in our designs:
- Responsiveness – this means we’ll avoid static graphical elements that would require a special code to make it responsive. Making all elements flexible will result in less complicated CSS code as well as ensure an easier customization process.
- More spacing – we want to let our designs breathe by making them more spacious. We believe that white space is a well-used space.
- Readable typography – yes, no more 12px body font size. You’ll see increased font sizes and higher contrast in all our new themes.
- Flat design – making more elements flat means less CSS code and more flexibility in customization. It’ll also help us achieve a more simple and modern appearance. However, it doesn’t mean we’ll do all of our child themes completely flat. You may expect very subtle shadows or delicate gradients.
The Genesis logo redesign
The new Genesis logo was supposed to represent all of these features in one. We wanted to make the logo simple, flat, spacious and with a nice typography.
My first sketches looked like this:
What brought us to some quick design ideas during our meeting at Starbucks:
We chose a concept we liked and did a final version of it:
It’s one of my favorite fonts on the Google Web Fonts and I’ve used it in various projects so far. It’s free, open-source and there are 10 styles from “Ultra-Light 100” to “Ultra-Bold 900” which gives you a lot of design flexibility.
Branding is something more than just a pretty logo design.
Whenever you start a “rebranding” process, first think about the core values that you want to put behind your mark. Make a small mission statement of what your services or products really are.
Follow that path and you’ll be able to easily create a brand that will remain for years.
Bonus: Genesis 2.0
For those of you who read the article to the end, I have a small bonus. Here is a teaser of the future Genesis 2.0 default theme design that we’re working on: