PRLN2030 Web Writing & Design

Assignment 2: My Personal Brand

Adrienne Leung 6603294

October 2, 2014

Taylor Swifts Personal Brand

1. Background
Taylor Swift is a musician and performing artist. In regards to her personal brand, her logo, font, colours,
and photography style tend to change as she grows as an artist. For her first three studio albums,
Taylor Swift, Fearless and Speak Now, the font used stayed the same. Since then, she has changed
things up. Her last album titled Red, released in 2012, was the beginning of her first major re-brand. She
is currently promoting the release of her newest record 1989, and has again re-branded. The focus of
this analysis will be on her current personal brand the 1989 album era.

2. Logo & Fonts

Currently, there is no Taylor Swift logo for the 1989 album
era. Although there is no specific logo, her brand does
have a signature font used on all of Taylor Swifts
platforms. The font now being used is called Letter Gothic
Std. A few of the graphics also include words that were
handwritten by Taylor Swift herself. To the right is a screen
capture from TaylorSwift.com.
3. Images & Photography
Taylor Swift has a vintage feel to it, which is shown through the photos selected to represent the brand.
The photos are edited to make the colours appear muted. Taylor Swift also posts Polaroid-style pictures
on social media, and her new album cover is based off of a real Polaroid picture taken of Taylor.
4. Target Audience
Although Taylor Swift has fans of both genders and
all ages, the target market for the brand is the young
female. According to Quantcast, Taylor Swifts
website is most frequently visited by girls between
the ages of 18 and 24 (chart to the right gathered
from quantcast.com/taylorswift.com).
5. Brand Critique
Consistency is the key to a good brand and Taylor Swift fits that category. Across all social media
platforms, Taylor Swift uses the same photograph for her profile picture. Her website, Tumblr page and
graphics all use the same font. The same color scheme is used for all aspects of the brand. Each of
these elements is appropriate in capturing the attention of the brands target audience.

My Personal Brand Guidelines

Introduction
My personal brand is named after me: Adrienne Leung. Currently, I am a student completing my final
year of post-secondary school. I am aspiring towards a diploma in Public Relations. Career-wise, I
do not have a specific job title in mind. However, I know that my Public Relations background will be
useful in any work position, as the main focus of PR is to communicate with and establish meaningful
connections with publics of all kinds.
My personal brand is a collection of visual elements that represent who I am and what I believe in.
The logo, colours, fonts, imagery and photography style are all a reflection of how I see the world
and what is inside my mind. The following report will go over a set of guidelines to help convey my
personal brand in a way that others can understand what should go into any materials that my
personal brand name goes on.
Logo
A work in progress, my logo (to the left) is a circle of watercolour with
my name written in simple font and uppercase lettering. I am still
experimenting with the colours and pattern of the watercolour
background. The lettering and font, however, will be the same. This
logo represents my personal brand because it is simple and
symmetrical, yet visually appealing. The colours of the logo can be
changed to fit a certain project, depending on the nature of it. Later
on in this report, my brands colours will be outlined.
Typography
Simplicity with a twist is the key to every element of my personal brand. It is especially prevalent in the
font I have chosen to represent Adrienne Leung. My font of choice is called Lane Narrow which
can be found on dafont.com. It is simple and sans serif, yet still stands out and is far from boring. The
lowercase y is curved, the & sign is unique, and the zero (0) has a slanted dash through it. The
following is a sample of each character:

~!@#$%^&*()_+{}:<>?QWERTYUIOPASDFGHJKLZXCVBNM
`1234567890-=[];,./qwertyuiopasdfghjklzxcvbnm
Colour Palette
Black and white are both very important to my personal brand. I prefer white backgrounds with black
type, such as the style of this report. However, colour also plays a major role. My personal brand
can be represented by a selection of pastel-like colours, to be used in font or graphics. The colours
can be used darker or lighter. Below are a few examples, but the official colour code names have not
been established. Red will not be included as a colour in my brand.

Photography
The following is a list of words and phrases that sum up the criteria for photographs that will represent
my personal brand: simple, clean background, no clutter, symmetrical, clean lines, single point
focused, follow brand colour scheme, mainly colour photos, not too many colours at once and
whimsical and airy in nature. Below are some examples of my own photography that follow my
personal brands guidelines.

Target Market
As of right now, the target market for Adrienne Leung is a potential employer. Every element of my
personal brand represents who I am as a person and the kind of employee I will be if conveyed
correctly. My personal brand will give a potential employer a chance to get to know my visual style,
which is a direct representation of my personality.
Target Industry
I am working towards my diploma in Public Relations, but I am also interested in other fields. I have a
passion for design, photography, music and fashion. Therefore my personal brand is targeted
towards any arts-related industry due to the opportunity for tons of creativity.
My Ultimate Goal
With my personal brand, the ultimate goal is to accurately portray my mind and personality into
visual and tangible materials. This is done through the careful selection of a logo, a signature font,
and a colour palette, as well as image and photography style. There is more that goes into a
personal brand, but those are the basics.