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Seasonal Brand Theory | The Summer Personality

Nov 12, 2021 | Visual Brand

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

And as an added bonus, you can also pick up the Summer Brand Workbook in the Brand Resource Library by clicking here!

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.

In this blog post, we’re going in-depth on the Summer 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 Summer.


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

When you envision the summer personality, think well organized elegance, efficiency and productivity. Summer brands do their best work in environments with structure and order. They’re sensitive, supportive and have a strong sense of responsibility.

CLICK HERE to grab the summer brand season PDF in the free brand resource library.

Keywords that describe the summer brand: Elegant, refined, high quality, balance, calm, serious, supportive, responsible, delicate, simple, romantic


Summer brand season: voice and communication style

The summer brand voice is more on the serious side, free from spelling errors and more aspirational in style. They lean towards delicate, eloquent language that is always grammatically correct.


Summer brand season: colors

Summer colors are cool, muted and elegant.


Summer brand season: typography

Summer typography is elegant, delicate, graceful and refined.

Summer brand season: graphics and textures

Summer patterns are delicate, simple and graceful. Graphics are classic and luxurious.Textures are high quality like linen and natural wood.

Summer brand season: photography style

Summer photos are all about quality and elegance. The photos are calm and soft with an air of stillness. They’re light and airy, and use accents like beautiful florals, vintage vases and luxurious props. Composition and balance are big components of a photo.

Happy (summer) branding!

All my best,


Additional Blog Resources

For even more visual examples and inspiration, check out my summer 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 spring 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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