An absence of branding
Every few months or so, I have a tendency to rebuild my website from scratch. It’s a hobby of mine. I’ve been coding websites since high school, and though it’s been years since I’ve done it for pay, I still enjoy it. Some people go fishing to relax. I look at a blank page, type
<!doctype html>, and continue typing until I have a complete website.
Building the site is fun for me. So-called branding is something I enjoy much less.
By branding, I’m talking about logos, unique fonts, color schemes, and other design concepts that are intended to be associated with me. When you see Golden Arches, you think McDonald’s. When you see—I don’t know what—you’re supposed to think of me. The problem is, however, I’ve always been terrible with branding. I’ll come up with an entire brand kit for my website, and two months later, I think, This isn’t me. Then, I scrap the whole thing and start over.
The only consistency I’ve maintained with my website is (1) minimalism and (2) performance. Whenever I’ve abandoned some vain attempt at unique branding, I’ve always defaulted to an ultra-minimal design inspired by websites such as Justin Jackson’s “This is a web page” and Txti. I like a clean site with a single column and plenty of whitespace. I also appreciate speed and performance.
Maybe an absence of branding is my branding. When I preach a sermon, I don’t want people to focus on me. I want them to hear my words. When I publish something to this website, never mind who I am. What did I say? Is it the truth of God or not?