Carson Tueller

Brand Identity

 
Carson Tueller's logo, overlaid on a picture of Carson in his wheelchair, facing away from the camera, with his dog Lulu next to him. He is wearing a short sleeved gray shirt and a blue cap with white polka dots on it. Carson is a white man with light brown hair. I don't know what kind of dog Lulu is but she's so cute.

The Challenge

Carson Tueller is a leading LGBTQ+ and disability-rights advocate, as well as a prominent speaker, and coach. After both coming out and injuring his spinal cord in 2013, Carson took to social media to share his story and built a thriving Instagram community. As a speaker, coach, advocate, public figure, and former presidential campaign advisor, he seeks to empower all people to create lives they love. After organically developing his community, coaching business, and public presence, he came to Aura to more intentionally tell his story, represent his values, and share his message of empowerment through dynamic and meaningful visual branding.

Industry
Coaching, Activism

Services Provided
Branding
Social Media Design

Based In
New York, NY

Carson is sitting in his wheelchair on the sidewalk by the Oculus Building in New York, smiling and looking at the camera. He is wearing a blue puffy jacket with black sleeves, a grey shirt, jeans, and fingerless gloves. Carson is a white man with light brown hair.
Carson is sitting in his wheelchair by the East River looking down at his dog, Lulu. New York City, including the Empire State building, is vaguely visible in the background. He is wearing a red sweater and light blue jeans. Carson is a white man with light brown hair.

The Solution

Carson’s work encompasses activism, public speaking, and coaching, with empowerment and self-expression driving all three. Using innovative symbolism and free-flowing lines to aesthetically blend these values with his signature vulnerable and confident style, we created a logo and brand suite to suit both his personality and professional goals. With accessibility and intersectionality driving every decision, we used ADA compliance and inclusivity as design elements, using bold, clear shapes, highly legible fonts, and high-contrast, ungendered colors to create a brand suite that is not only beautiful, but welcoming to all.

Logo

Based on the filament at the center of a lightbulb, this logo represents the inner light that glows from even the most unlikely places. The scribbled shape is open to interpretation as a wild and untamed form of self expression, a spring, or even a starting point for writing or art, allowing each viewer to take away their own individualistic view of this symbol. Contoured text on the primary logo fits effortlessly with both the filament shape and neighboring letters, while a free-flowing signature version allows for variety in situations where the name is written elsewhere and the logo can be used as a pure design element.

In addition to maintain ADA compliance, we developed the filmanet in two subtly different shades of orange for light and dark backgrounds to ensure adequate contrast for low-vision viewers.

Carson is sitting in his wheelchair in front of a Jason Naylor street mural that says Love in rainbow and white letters on a black background. Fun fact, Jason Naylor is one of my favorite artists. Carson wearing a white shirt and light blue jeans. He is a white man with light brown hair.

Colors

A primary color scheme of blueberry, peach, and pumpkin, is both bold and broadly welcoming. With complex undertones and supporting colors across the spectrum, this symbolic color scheme allows for both consistency and limitless expression. High-contrast options among both primary and secondary colors keep design readily accessible and attractive for low-vision and colorblind viewers.

Primary

Blueberry

Hex
#23303A

RGB
R35 G48 B58

CMYK
C0 M20 Y21 K0

Pantone Coated
PMS 489 C

Pantone Uncoated
PMS 9241 U

Primary

Peach

Hex
#F7E2D6

RGB
R247 G226 B217

CMYK
C79 M30 Y63 K80

Pantone Coated
PMS 560 C

Pantone Uncoated
PMS 343 U

Primary

Pumpkin

Hex
#A34924

RGB
R163 G73 B36

CMYK
C5 M8 Y7 K0

Pantone Coated
PMS 9345 C

Pantone Uncoated
PMS 9345 U

Secondary

Moss

Hex
#2C382C

RGB
R44 G56 B44

Secondary

Ivory

Hex
#EFEDE8

RGB
R239 G237 B232

Secondary

Teal

Hex
#05403d

RGB
R5 G64 B61

Secondary

Eggplant

Hex
#382736

RGB
R56 G39 B54

Secondary

Frost

Hex
#E6EDE6

RGB
R230 G237 B230

Secondary

Gold

Hex
#AD8000

RGB
R173 G128 B0

Type

A wholly sans-serif font suite ensures maximum legibility for low-vision and dyslexic viewers, while geometric fonts with subtle architectural detail infuse personality and contrast. Emphasis is designated using underlines and contrasting font-weights, since italics can be hard for some readers, and are not advised by ADA guidelines.

Heading

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

1 2 3 4 5 6 7 8 9 0

Subhead

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

1 2 3 4 5 6 7 8 9 0

Body

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

1 2 3 4 5 6 7 8 9 0

In-Text Emphasis

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

1 2 3 4 5 6 7 8 9 0

Social Media

Filtering and color editing pick up navy and rose tones from the brand colors to create a warm, engaging, and aesthetically consistent look across Carson’s Instagram feed.

Carson is looking at the camera wearing airpods and a blue-white tanktop. Carson is a white, disabled man with light brown hair.
Carson is sitting in his wheelchair looking out at the East River with Manhattan clearly visible in the background. He is wearing a red sweater and blue jeans. Carson is a white man with light brown hair.
Carson is sitting in his wheelchair facing away from the camera flexing his substantial arm and upper back muscles. He is not visibly wearing antying but a thin necklace. Carson is a white, man with light brown hair.
Carson is sitting in his wheelchair taking a selfie with an iPhone in a window on a New York street with snow in the background. He is wearing a white tanktop that says gaynz sevral times down the front, kakhi looking pants, and airpods. There is a white facemask on his lap. Carson is a white, disabled man with light brown hair.
Carson is looking at the camera wearing a black nike hat and black jacket. It's snowing on the New York city street nad he has snow on him. Carson is a white, disabled man with light brown hair.
Carson is looking at the camera wearing an N95 Mask and a gray shirt. There is a corrugated metal American flag in the background. Carson is a white, disabled man with light brown hair.