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Seasonal brand theory and the spring brand season

Oct 28, 2021 | Brand personality, Visual Brand

We’re diving into seasonal brand theory specifics and taking a look at the visual brand elements for the spring brand season personality. [affiliate links may be used, at no additional cost to you. thank you for supporting witt and company!]

I first discovered Seasonal Brand Theory when listening to a podcast featuring Fiona Humberstone – the ‘pioneer’ behind this idea. She talked about how every brand identified with a certain season and that season had a specific set of guidelines based on its associated adjectives. She used this concept in her own branding agency when working with clients and talked about how it was so easy to utilize because it gave clients an understanding of their decisions. It became a common language she could use with both her employees and the brand they worked with.

Well, as soon as I finished the podcast episode, I jumped online and purchased her two books, her course on colour psychology and downloaded all her free content.

And, we’ve been using Seasonal Color Theory in our branding process ever since.

Today, we’re going in-depth on the Spring Brand Season. Its associated adjectives as well as the recommended colors, typography, photography and graphics.

Quick note/disclaimer: This isn’t a hard and fast rule, an all-or-nothing perspective. Utilizing the brand seasons isn’t about checking all the boxes to ensure your brand aligns perfectly with the outlined traits and recommendations. But rather, viewing the seasons as more of guidelines that you can utilize as a starting point and/or baseline for your brand strategy and identity.

Last note. Your brand’s season is about how your brand is experienced. It’s not necessarily how YOU feel as a human but rather, how you want your brand to be perceived and experienced by others.

Okay, let’s talk Spring.


In this article

>> What is Seasonal Brand Theory?
>> High level, what is the spring brand season?
>> Spring brand season: voice and communication style
>> Spring brand season: colors
>> Spring brand season: typography
>> Spring brand season: graphics and textures
>> Spring brand season: photography style


What is Seasonal Brand Theory?

The basic idea of Seasonal Brand Theory is that every brand identifies with a particular season and that season has unique characteristics. From the words on a website to the photography styling to the color palette, each season has a set of guidelines that embody and evoke emotions based on color psychology and seasonal theory.

Now, with that being said, there aren’t hard and fast rules for each season. Think of them more as erasable boundary lines to help you stay on track.


High level, what is the spring brand season?

As with nature, when you think about the spring brand personality, it’s bursting with energy, full of possibility, bright colors and life.

The spring brand personality is fun, energetic and friendly. Think, embracing who you are, exploring your creativity and leaning into whatever is inspiring you. Spring brands light up the room; people are naturally drawn to them. They don’t position themselves above anyone else – they celebrate bringing people together and creating community.

Keywords that describe the spring brand: Fun, energetic, playful, approachable, inspirational, friendly, caring, creative, simple, transparent, youthful


Spring brand season: voice and communication style

The brand voice for spring embodies friendliness and playfulness. The way they communicate is inspirational, yet approachable. Their copy is clear and simple.


Spring brand season: colors

Spring colors are bright, bold, and full of warmth.


Spring brand season: typography

Spring typography is light, approachable, sweet and fun.


Spring brand season: graphics and textures

Spring patterns are lively and whimsical. Graphics are circular with soft, clean lines. Textures are clean and simple.


Spring brand season: photography style

Spring photos are bright and airy with the feeling of movement. They’re full of life, light and play on creativity – the goal is to create a beautiful photo. Fine lines, busy patterns and natural elements are great styling additions.

Happy (spring) branding!

All my best,



Additional Blog Resources

For even more visual examples and inspiration, check out my spring personality Pinterest board.

Want the full rundown on Seasonal Brand Theory and Color Psychology? Check out this post.

Not sure how to pick your brand’s season? This faux case study walks through the process.

Read more about the summer brand here, fall brand here and winter brand here.


Additional Seasonal Color Theory and Color Psychology Resources

Color psychology resources from The Brand Stylist
Four season color analysis
Colour for Creatives course from The Brand Stylist
The hub for all things color psychology
Brand Brilliance by Fiona Humberstone
How to Style your Brand by Fiona Humberstone
Color Me Beautiful by Carole Jackson

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