Branding Project for Dependable: Branding, Typography, and Why Your Website Shouldn’t Look Like It Was Designed in the Old West (or even 1998)

So, my pal Brad, who’s no dummy and has already run a successful design business, cames to me with this idea: “I’m making a hosting platform for WordPress websites that’s actually dependable.” I know, revolutionary, right? Like inventing a toaster that doesn’t burn everything. Anyway, he needed a brand, and that’s where I came in.

More Than Just Words (and Definitely More Than Just a Pretty Logo)

First, we had to figure out what “Dependable” meant. Was it “reliable, like a brick,” or “reliable, like that one gas station burrito you keep going back to even though you know you shouldn’t”? We landed on reliable and friendly. Because who wants a hosting company that sounds like a grumpy accountant?

You see, branding isn’t just slapping a logo on something. It’s about understanding your customer. Are they the type who wants to tinker under the hood, or are they the type who just wants the darn thing to work? Are they decisive like, “I know what I want,” or decisive like, “Just tell me what to click so I can get back to my Netflix binge?” Turns out, it’s the latter. They want easy.

Typography: Because Fonts Matter (Even If You Think They Don’t)

Now, let’s talk fonts. You might think, “A font’s a font, right?” Wrong! Using the wrong font is like wearing Crocs to a funeral. Sure, you can do it, but people will judge you.

We went through the usual suspects. Slab serif? Too old-timey. It screams “pony express” instead of “high-speed servers.” Serif? Classic, but a bit stuffy. That left us with sans-serif. Clean, modern, and doesn’t look like it was chiseled into a stone tablet.

I chose Avant Garde Gothic. Why? Because it’s got curves! Curves are friendly! And the lowercase “a” is a single-story, which makes it extra approachable. It’s like the font is giving you a hug. (A digital hug, but still.)

The Mark: Slashes and the Art of Not Being Kitsch

The logo was a bear. I didn’t want anything cutesy or cliché. No squirrels holding servers. No mythological gods of uptime. Everything was either overdone or just plain dumb.

Then, inspiration struck: What’s the first thing you do when you go to a website? You type in a URL. And what’s in every URL? A slash! /

Boom.

Simple, modern, and instantly recognizable. It’s like saying, “We get the internet. We speak your language.” Plus, it leans forward, which gives the impression of progress. It’s not just a slash; it’s a slash with ambition!

Colors: Stealing From a Sister (Company)

Brad wanted to keep the colors similar to his previous company, Sound Strategy. Fine by me. But we needed something to make Dependable stand out. So, I added a warm charcoal and used a hot pink for the slash. Pink! Because who expects a dependable hosting company to have a little bit of sass? It’s like a shot of espresso in your chamomile tea.

The Point: Make it Easy, Make it Work

In the end, it’s all about making life easier for the customer. Dependable isn’t just about hosting; it’s about peace of mind. It’s about not having to worry about security updates or backups or whatever other techy stuff keeps you up at night.

It’s about letting you focus on what you’re good at, whether it’s running your business or perfecting your sourdough starter. (Seriously, some of you need to chill with the sourdough.)

So, if you’re looking for WordPress hosting that won’t give you a migraine, check out Dependable. They’ll take care of the tech so you can get back to, you know, living your life.