Social Media: Advertising

Social media advertising is a powerful tool for brands. For designers, we have a key role in making these ads work well and end in results. Designing with intention and understanding how each platform operates is key here. Whether you're working on Instagram, Facebook, or LinkedIn, the challenge is to create ads that not only grab attention but also drive action through calls to action. Get audiences motivated to do something; to interact above the level of “liking.”

On Instagram, visuals are the main attraction. Ads here need to be bold and eye-catching because users are constantly scrolling through content. I focus on making images or videos that stand out by using color contrasts, strong fonts, and clear messaging. Remember, Instagram is a mobile-first platform, so designs should be optimized for smaller screens. Facebook ads allow for even more storytelling than Instagram. They can be more detailed with a mix of visuals and text. The focus here is to keep it engaging and relevant to the target audience, especially if you are using a good amount of content in the designs. LinkedIn ads require a more business-forward tone of voice. Design visuals that are polished but still interesting enough to catch the eye of professionals scrolling through their feed. Understanding these very important details helps create effective ads that get users to become a part of the brand’s story.

Print vs Digital: Color Management

Color management is part of the print and digital design processes, and as a designer and business owner, I’ve come to understand just how essential it is to get it right when I’m working on print or digital projects. When designing for digital formats like websites, social media graphics, or logos, the RGB (Red, Green, Blue) color mode is usually used. This model is perfect for screens because it’s based on their lighting settings. The colors are vibrant, and the design usually looks exactly as intended when viewed on a monitor. However, when I switch gears to work on printed materials like business cards, flyers, or any other printed marketing collateral, the color mode must be changed. Print design requires the CMYK (Cyan, Magenta, Yellow, Black) color mode, which is based on ink colors. The transition from RGB to CMYK isn’t always a seamless journey, and colors can shift or lose their vibrancy if not carefully looked at.

In my experience, one of the biggest challenges in color management is ensuring that the colors I choose for a brand's logo or marketing materials look consistent across all pieces. This means that the deep purple you see on your screen needs to transition to the same shade of purple on your printed business cards. It’s not as simple as just converting the color profile in your design software; it often requires tweaking and sometimes even adjusting your color palette slightly to achieve the desired outcome. For every project, especially those involving both digital and print components, I spend extra time setting up the correct color profiles right from the start. This attention to detail pays off, ensuring that whether a client’s logo is displayed on their website, printed on a business card, or featured in a social media campaign, the colors remain consistent and true to the brand.

Proofing is another critical step I’ve implemented into my processes to maintain color accuracy in printed designs. Even with the best color management practices, what you see on the screen isn’t always what you’ll get on paper. That’s why I always recommend test prints or proofs before pulling the trigger on printing the entire run. Running a proof allows me to see how the colors will actually appear in print and make any necessary adjustments before it’s too late. This step is especially important for printed marketing collateral, where the look and feel of the final product can greatly influence a brand’s impact. By taking the time to test, adjust, and test again, I can confidently deliver designs that not only look great on screen but also maintain their visual integrity in print. I want to ensure that my clients' branding is cohesive and eyecatching across the board.

Print vs Digital: File Prep

When designing for print and digital graphics, getting the file preparation right is an absolute must. Each medium has its own requirements, and understanding those differences is important to making your final work come out as pristine as possible.

print design

The first thing I always do is set the files to CMYK color mode because that’s what printers work with. If you leave your files in RGB, you might end up with colors that look completely different once they’re printed. I also make sure the resolution is set to 300 DPI so everything is sharp and clear. Anything less, and your design could come out looking fuzzy or pixelated, which looks super unprofessional.

Another thing to keep in mind with print is setting up margins and bleeds. Margins ensure that important elements don’t get too close to the edge, so nothing gets cut off, while bleeds allow for any slight shifts during printing. Without these, your design might look great on screen but could be a mess when printed. It’s those little details that really make a difference in the final piece.

Digital design

I prepare my files in RGB color mode because that’s how screens display color. The resolution doesn’t need to be as high as in print. Usually 72 DPI does the trick since screens don’t need as many pixels to look good. Plus, keeping the file size down is extremely important for making sure websites and social media pages load quickly. Your audience will rarely wait around for a slow page to load.

You’ve got to think about responsiveness too. I make sure my designs are adapting to different screen sizes, whether it’s a desktop, tablet, or smartphone. In our world today, where everyone’s using so many different devices, having a design that looks good everywhere is not only a consideration but a necessity. Whether I’m working on logos, websites, or social media graphics, knowing how to prep files properly for each subject is needed for delivering results that impress clients. Paying attention to these details ensures that the final product looks professional, consistent, and impactful, no matter where it’s seen.

Typography: Advanced

Typography goes far beyond the sometimes extensive research it takes in selecting great fonts for designs. It's really an art form that shapes the emotional connection between your design and the viewers. Through the thoughtful and intentional use of typefaces, spacing, and layout, a designer can give birth to a whole experience for audiences. Over the past decade, I've found that typography techniques can create a world that can enrapture. Whether it's a logo design, website design, social media accounts, or printed marketing material like business cards or flyers. One thing I still (since college classes) absolutely love is playing with the contrast between serif and sans-serif fonts to create visual interest while maintaining readability. This contrast can make a logo pop or a website feel more immersive, commanding the eyes.

Understanding the power of hierarchy is another critical aspect of advanced typography. In any design, especially for logos, websites, or printed materials, how you form and arrange your text is paramount. By adjusting font sizes, weights, and spacing, you can subtly direct attention to the most important information first, which then leads the eye through the layout, creating a natural flow. Think of your design as a conversation; the most critical points should be loud and clear, while the supplemental details can be “quieter” but still essential. We, especially in the U.S., intuitively know to read left to right, and you have the power with the use of typography to control the audience in what direction to read. Whether I'm designing a website or generating social media graphics and strategies, I always make sure the typography not only looks fantastic and clear but also communicates effectively.

Branding for Startups

Starting a new business is an amazing venture, filled with so many opportunities and plenty of challenges. One of the most essential steps in this journey is establishing a strong brand identity. Speaking from the experience of starting my own business and creating my own brand identity, I’m passionate about helping new business owners create a brand that not only stands out but also speaks to their business and their target audience.

Branding is much more than a logo and a catchy tagline. It’s the soul of your business. For startups, a compelling brand identity is the main driver for making a standout first impression and building trust with potential customers. Your brand is the story you tell the world.

Just like with interviews and meeting anyone for the first time, the competitive world of startups allots you only one chance to make a great first impression. A strong brand identity helps you capture attention and convey how professional you are right from the beginning. When potential customers encounter you and your brand (remember that you are an extension of your brand), they should immediately understand what you stand for and feel confident in your offerings.

A well-designed brand speaks that you are serious about your business and committed to delivering precision and quality. I can’t stress how important it is to build trust in order for your new business to establish a foothold in the market. A cohesive brand image provides reassurance to customers that they are making the right choice by engaging with your business and paying for your services.

Your branding is what sets you apart from competitors, along with the particular way you provide your services and/or products. It highlights what makes your startup unique and why customers should choose you over others. The brand should communicate what differentiates you clearly and effectively. A powerful brand connects with people on an emotional level. It's not just about what you offer but how you make people feel. By creating a brand that resonates emotionally with your audience, you can go beyond mere transactions and create what I like to call customer-friendships. Emotional connections foster brand loyalty and turn customers into advocates for your business. People enjoy working with likeable people, and if you provide great services, those customers are more than happy to continue to come back for more.

My love comes in when designing striking logos that encapsulate a brand's soul. I also love taking that soul and injecting and expanding it into websites that provide an engaging online experience. Other extensions include digital marketing services, printed marketing materials (business cards, flyers, branded folders, envelopes, truck wraps, billboards, and more), and social media channels. I’ve had so much help in becoming a successful business owner with faithful clients, and I feel called to help other startups succeed. It’s about community for me.

Branding for startups is about aesthetics and creating a meaningful and lasting identity that resonates with the target audience. Whether you need a new logo, a website, social media graphics, or other marketing materials, I'm here to help your startup thrive.

Social Media: Advanced Visual Creation

Creating advanced visuals for Instagram, Facebook, and LinkedIn is all about understanding what works best on each platform and how to make your designs stand out. As designers, we know that while looks are important, the way people engage with our content is just as critical.

For Instagram

This is your creative playground. You can be more fun, playful, casual, and nonchalant here. It’s where bold, high-impact visuals really shine. I like to mix in bold designs amongst very impactful posts that focus on imagery and video. It creates contrast and gives a huge opportunity in creating a cohesive feed that’s diverse and on brand. Video is also huge on Instagram, so short clips or animated graphics can really boost your visibility and SEO. Experiment and have fun in the Instagram world. You can always research away and find other brands that have inspiring feeds and posts to help influence your creativity.

for Facebook

Think about storytelling. When I design for Facebook, I often use a combination of images and text overlays to create a journey that pulls people in. Carousels work great here too because each image can tell a piece of the story and drives the viewers to follow through to the end, which means increased engagement. Don’t forget that Facebook has some cool features like 360-degree photos and videos that can make your content more immersive.

FOr LinkedIn

Keep things professional but still eye-catching. Infographics are super effective, especially when they’re clean and data-driven. Showing the public facts is pretty powerful. The trick is to balance professionalism with creativity. I like to use a very limited color palette. For instance, using one of the brands primary colors and just one accent/secondary color. Video also has importance on LinkedIn, so creating short, informative clips can deliver your message in a way that grabs attention.

Tips and tricks

On Instagram, think about how colors and striking photographs can evoke the right emotions. On Facebook, try testing different visuals to see what your audience likes best: photos, flat graphics, short videos, infographics, etc. For LinkedIn, using subtle motion graphics can add life to your designs without going overboard. Images also work just as well on this platform.

Mastering advanced visuals for these platforms is about understanding their unique vibes and pushing your creative boundaries while still connecting with your audience.

Print vs Digital: Typography

My approach to typography for print design differs slightly to sometime significantly from digital design. In digital formats like websites or social media graphics, the priority is often readability on screens of various sizes, which means choosing fonts that are web-safe and look good at different resolutions. I also have to consider how typography interacts with responsive design, ensuring that the text remains legible, readable, and visually appealing whether it’s viewed on a desktop, tablet, or smartphone. When working with print materials like a business card, flyer, or brochure, the choice of typography is influenced by factors like paper texture (glossy, semi-glossy, matte, etc.), ink absorption, and the size of the printed piece. I have to be mindful of how the type will be produced on different types of paper, as certain fonts that look great on screen can appear too thin or completely lose their details when printed.

One of the key lessons I’ve learned in my years as a graphic designer is the importance of testing and adapting typography for where it will live. For example, serif fonts, which can add a classic and elegant touch to print materials, might not translate well to digital formats where they can appear less readable at smaller sizes, especially on a smartphone. Sans serif fonts often take priority in digital spaces due to their clean lines and modern feel but may lack the personality needed for the printed pieces. To ensure that my clients' branding is consistent across both print and digital platforms, I always start by selecting a versatile typeface and then adjust the spacing, weight, and size based on the specific requirements of each medium. This meticulous approach is important to take into account while I’m designing a logo, a website, or printed marketing collateral. The typography needs to look great and also needs to effectively communicate the brand’s message across all platforms.

Graphic Design Tools: Canva Basics

Now, other designers, don’t kill me for this. I know…Canva. I will preface this by saying that I work with helping a lot of small businesses get going with immensely necessary startup items; logos, websites, social media, printed marketing material, and more. I definitely use Adobe Creative Suite programs for my designs, but when it comes to setting these clients up for future success (they usually don’t have additional funding for ongoing help and maintenance at this point in their business), I include training in how to use this free tool to create future social media graphics, design flyers, edit video, and more. This is discussed in the initial meeting and added to my quotes. Trust me, when I started my own business, free was what I had to grab onto until I started gaining traction. These clients appreciate free as much as I did in the beginning.

Although there are pre-designed templates, I tend to create designs like social media posts from scratch in Canva. I can then show clients how to take my “templates,” make a copy of them, and then customize them for their future posts. I’ve established their brand pre-Canva, so I take it into Canva and set them up with a good visual foundation of graphics to run with.

Understanding the Workspace

Canva is designed with simplicity in mind, making it accessible even if you have no prior design experience. The intuitive interface, with its drag-and-drop functionality, makes it incredibly easy to use with some practice and tinkering. You can quickly create professional-looking graphics without needing extensive design skills. One of Canva’s standout features is its huge library of free templates that help my clients in that it provides them with a customizable foundation. We all know that a blank canvas can be daunting at times. With thousands of customizable templates, you can find designs for logos, social media posts, business cards, presentations, and more. To get started, begin by browsing the template library. Choose a template that fits your brand’s style and customize it to suit your needs. This can save you a lot of time compared to starting from scratch. Canva’s drag-and-drop functions make it easy to add images, text, and elements to your design. Simply click on an element and drag it into place. Make sure your designs align with your brand’s visual identity by customizing the colors and fonts to match your brand’s guidelines. This helps in creating a cohesive look across everything you create for your company.

Another reason Canva is perfect for startups is its collaborative features. If you’re more than a one-person show, Canva allows you to collaborate with your team in real time. You can share your designs and get feedback, ensuring everyone is on the same page. Whether you need a logo, a social media banner, or a flyer, Canva has it ready to go. The variety of templates and elements available means you have a lot of design freedom.

Personalize your designs by uploading your own images. Whether it’s your logo, product photos, or team pictures, adding personal elements can make your designs more authentic and engaging. Explore the Elements tab for icons, shapes, and illustrations. These can enhance your design and make it stand out more. Familiarize yourself with Canva’s keyboard shortcuts to save time in the design process. Remember, you’ve got a business to run on top of taking care of your marketing. For instance, pressing ‘T’ adds a text box, and ‘R’ adds a rectangle. Use Canva’s grid and alignment tools to ensure your design elements are perfectly aligned, creating clean and professional designs. You’ll see bright pink, pre-set margins pop up as you drag elements around your canvas. These remind you that it’s important to leave some breathing room between the edge of the canvas and your design elements. It also helps to, again, create a cohesive look across all of your artwork. Space is important as much as the design itself.

If you need to create multiple versions of a design, use the Duplicate Page feature. This way, you can make small tweaks without starting from scratch.

Like any new skill, learning and becoming comfortable with Canva takes practice. The more you use it, the more you’ll feel great with its features and capabilities. It is an incredible tool for startups looking to create professional-quality graphics without breaking the bank. You'll be designing like a pro in no time. Keep experimenting, learning, and refining your skills, and you’ll soon see the impact you have in your market.

The Business of Color: Color in Branding

make a splash in your branding creations

When it comes to branding design, color is a very powerful tool. It’s amazing how the right color palette can drive human emotion, tell a story, and create a memorable identity for a brand. Think about how purple relates to luxury, creativity, and spirituality or how yellow can be linked to energy, happiness, and warmth. In my experience, working with clients on their branding often starts with understanding the feelings and messages they want to convey. Whether it’s a bold, vibrant scheme for a logistics company or soft, earthy tones for an acupuncture business, the colors you choose will play a huge role in how people connect with the brand. If you’re fresh on the scene to graphic design, don’t focus on getting things perfect. It’s all about trying this and that to get a feel for things. Experiment with different combinations, and pay attention to how they make you feel. You can even ask others how they experience your creation. What I’ve experienced is that the smaller the group in which you share your designs, the better. Especially in the beginning stages. There’s no need to cause more “static” in the initial design phase by getting bombarded with so many thoughts and opinions of others. I like to get ideas pretty solidified, and that makes for a much more efficient and effective editing phase of the process. With time, you’ll develop an eye for choosing colors that really make your branding designs shine.

Brand Strategy

As a graphic designer and business owner, I've come to appreciate the power of a strong brand strategy. It's not just about creating attractive visuals; it's about crafting a cohesive story that hits the audience and sets you apart.

Developing a brand strategy starts with understanding your core values and mission. What do you stand for? What do you want to achieve? These foundational questions help shape the aspects of your brand. For instance, if sustainability is central to your brand, it should be evident in everything you do, from your products to your marketing messages.

Knowing your audience is equally crucial. Who are they? What do they care about? Where do they hang out? What are their hobbies? What are their fears? What are their goals? Market research can provide insights into your audience’s demographics, behaviors, and motivations. This knowledge allows you to tailor your brand's message and visual identity to their preferences and needs.

A well-designed logo, consistent color scheme, and typography create a recognizable and trustworthy brand. The visual identity of a brand is extremely crucial. Consistency across all avenues, from your website to your social media to your packaging, is key to building brand recognition. This, in turn, will create brand loyalty.

Your brand’s voice and messaging should be consistent and aligned with the company’s values. Whether it's blog posts, social media content, or marketing campaigns, your content should reflect your brand’s personality and speak to your audience. Storytelling is powerful here; share your brand’s journey, mission, and the people behind it. After all, that’s what I believe my mission is as a designer; to create and tell a story. Authenticity can build a strong emotional connection with your audience.

Brand strategy is not a one-time effort. It requires continuous evaluation and adaptation. It’s important to monitor a brand’s performance, gather feedback, and have the willingness to make adjustments. The market and people are constantly evolving, and your brand strategy should be flexible enough to keep up with the changes.

At the heart of every successful brand is a wellthought-out strategy. Seeing my clients' brands flourish is immensely rewarding, and it’s a testament to the power of strategic thinking and creative execution.

A strong and cohesive brand strategy is essential for building a successful brand. It’s about understanding your values, knowing your audience, defining your unique mission and vision, creating a cohesive visual identity, producing quality content, and continuously adapting. By investing time and effort into developing a robust strategy, you can build a brand that stands out and thrives in today’s competitive world.

Print vs Digital: Layout

Layout composition is to be approached in various ways depending on the medium. When designing for digital spaces like websites or social media, I think about flexibility and interactivity. A digital layout needs to be responsive, adapting to different screen sizes and orientations while maintaining its visual impact and hierarchy. I also consider how elements like animations, buttons, links, and images will guide the user’s experience, making sure that the layout is not only aesthetically pleasing but also functional, easy to read, digest, and navigate. On the other side, print design offers a more controlled environment where I can predict exactly how the layout will appear once it’s printed. This allows me to play more with fixed compositions, grid systems, and negative space to create a visually balanced and engaging design, whether it’s for a poster, truck wrap, business card, brochure, or other printed marketing collateral and swag.

I’ve found that understanding the beautiful differences of layout composition in both print and digital is key to delivering cohesive branding across the board. For example, in print design, I have the luxury of working with precise measurements and high-resolution images, which means I can really play and push the boundaries of typography and imagery placement without worrying about how it will show up visually on different devices. Digital design, however, requires a more fluid approach where the layout might need to shift based on user interactions or device sizes and constraints. By tailoring my layout designs to the specific needs of each of the two, I ensure that whether a client’s project is sent to print set live to digital, the design is completely optimized for maximum impact. This attention to detail in layout composition is what helps me create compelling logos, websites, social media graphics, and printed marketing materials and elevate brands.

Brand Guidelines

I’ve seen firsthand the vital role that’s played in having well-executed brand guidelines. Consistency is key to building a recognizable and trustworthy brand, and having clear guidelines ensures that every aspect of a brand is cohesive and aligned.

Brand guidelines serve as a direct roadmap for how your brand should look, feel, and communicate. They cover everything from logo usage and color schemes to typography and tone of voice to photography and videography. By establishing these standards, you create a unified and professional image across all areas, from your website and social media to your marketing materials.

One of the primary benefits of brand guidelines is maintaining consistency. When your brand elements are used consistently, it strengthens brand recognition and helps build trust with your audience. People know what to expect from your brand, and this familiarity fosters loyalty. Imagine seeing a famous logo in the wrong color or a different font—it would feel off and cause questioning of the company’s credibility.

Brand guidelines streamline the creative process for whomever comes into the “driver’s seat” of creating new or refreshing current artwork. Whether you're working with an internal team or external partners, clear guidelines ensure everyone is on the same page. This saves time and resources, as there's no need to repeatedly explain how the brand and its elements are to be treated. It also minimizes the risk of inconsistencies that can diminish your brand's impact.

Having well-defined brand guidelines also empowers you to adapt and grow. As your business evolves, your guidelines provide a foundation that ensures new campaigns and marketing materials align with the brand identity’s established look and feel.

In my experience, developing brand guidelines is an investment that pays off in the long run. It’s about more than just aesthetics; it's about creating consistency and fueling the entire brand experience that your audience experiences. When your brand is consistent and professional, it not only stands out in an overly populated market but also builds lasting trust with your customers.

Well-thought-out and executed guidelines are essential for any company looking to create a strong and lasting brand. Timelessness is a huge objective here. Guidelines ensure consistency, streamline the creative process, and provide a solid foundation. As someone who loves creating and developing brands, I can’t stress enough the importance of investing in brand guidelines; whether it’s three categories (logo, typography, color palette) or numerous pages that dive into even more intricate details of the brand. They are the key to building a recognizable, trustworthy, and successful brand.

Graphic Design Tools: Adobe Illustrator Basics

If you're just starting out with Adobe Illustrator, don’t worry; it’s a pretty fun road in learning how to create amazing things. Illustrator is a powerful tool that helps you get your creative ideas, sketched on paper, turned into stunning visuals on your screen. Whether you're working on logos, websites, or social media designs, let's get into some basics and essential tips to help you get going.

Understanding the Workspace

When you first open Illustrator, the interface might seem overwhelming. Don’t worry. It's designed to make your workflow as smooth as possible. The key areas you need to familiarize yourself with are:

1. Tool Panel: Located on the left side, it contains all the most-needed tools, like the Selection Tool, Pen Tool, Eyedropper, and Shape Tools.

2. Control Panel: This is at the top and changes based on the tool you select, offering additional options and settings.

3. Artboards: Think of these as your canvases. You can create multiple artboards in a single document, perfect for designing different elements of a project in one place.

Essential Tools and Tips

Here are some must-know tools and tips to kickstart your Illustrator skills:

1. Text Tool: My favorite as I’m a font nerd and can spend much time sifting through my library for the best fonts for a project. Adding text to your designs is quite simple with the Text Tool. Customize fonts, sizes, and styles using the Character and Paragraph panels.

2. Pen Tool: This is incredibly powerful for creating precise paths and shapes. Practice creating curves, straight lines, and adding additional points to the path you’ve drawn (with the pen tool being active, press the “+” symbol on your keyboard and start clicking) to get comfortable with it.

3. Shape Tools: Use these to create basic shapes like rectangles, circles, and polygons. Combine, overlap, and modify them using the Pathfinder panel to create complex shapes and designs.

4. Layers: Just like in Photoshop, layers help you organize your work. Name your layers and group related elements together to keep your project organized.

5. Color and Swatches: Experiment with the Color Panel and Swatches to apply and save colors. Use the Eyedropper Tool to pick colors from your artwork or other images that you want to use in your designs.

Handy Tricks

Here are a few tricks to make your design process more efficient:

1. Shortcuts: Learn keyboard shortcuts to save time. For instance, press “V” for the Selection Tool, “P” for the Pen Tool, “I” for the Eyedropper Tool, and “T” for the Text Tool.

2. Zoom: Use “Cmd +” and “Cmd -” to zoom in and out.

3. Smart Guides: Turn on Smart Guides (View > Smart Guides) to align objects easily. They’re incredibly helpful for snapping elements into place.

4. Pathfinder Panel: Use this to combine, subtract, and intersect shapes to create complex designs from basic shapes.

Practice Makes Perfect

Remember, the key to mastering Illustrator (or any of our design software) is time and practice. Start with simple projects and gradually challenge yourself with more complex designs. Don’t be afraid to experiment and make mistakes. We’ve all been there and have all started from ground zero.

In the end.

Getting the hang of Adobe Illustrator takes time, but with each project, you'll become more confident and proficient. Keep exploring, learning, and pushing your creative boundaries. Before you know it, you’ll be creating professional-quality logos, website graphics, and social media designs that will impress you and your clients.

Social Media: Creating Graphics

Creating graphics for Instagram and Facebook can seem a bit overwhelming when getting started in the game, but it’s easier with practice and consistency. You’ll get the hang of it before you know it. These platforms are all about visuals, so making eye-catching designs is key. One of the first things I recommend is to keep your graphics simple and clean, although some posts and brands require more elements than not. In general, busy designs can be hard to read and might not grab attention as quickly as something more straightforward. Start by using a bold, readable font and maintain a consistent color palette that adheres to brand standards.

Some tips and tricks:

Always design with the platform's dimensions in mind. Instagram requires square images (1080x1080 pixels), while Facebook uses horizontal layouts (1200x630 pixels). If you’re creating a story, remember that vertical images (1080x1920 pixels) are your best friend. Another thing to keep in mind is to leave some space around the edges of your graphic—this is especially important for Instagram Stories where text can bleed off if it’s too close to the sides. This can look tacky and unprofessional unless it’s an intentional part of the brand’s visuals. Lastly, don’t be afraid to experiment with all of the tools available to you in Adobe Creative Suite. There’s so many new techniques and tools as they update their software, and YouTube, Instagram, and TikTok are great to find new design techniques to try.

Logo Design: Research

When I start on a new logo design project, I never jump straight into sketching. Research is the backbone of the design process. Understanding the industry, the competition, and the target audience is crucial. I make it a point to dive deep into the industry and the specific brand’s history, its mission, and its future goals. This helps me to create a logo that not only looks good but also tells a story. The research phase is where I identify the elements that will make the logo stand out in this crowded world. By understanding the landscape, I can ensure that the logo I create is not just another design but a strategic asset for the brand.

Typography: Basics

Let’s really get into the nitty-gritty of it and on a topic that actually terrified me when I began taking design classes; typography. If you’re just starting out or even if you’ve been in the this field for a while, understanding typography can take your work to the next level.

First things first; fonts. They’re not just letters on a page; they’re the voice and the attitude of the messages you’re conveying to viewers. Understanding the difference between serifs and sans serifs is of the utmost importance. Serif fonts have quirky little additions to the ends of their strokes (called feet) and give off a classic and even elegant vibe. Think of the very general and commonly known Times New Roman. Sans serif fonts, like Gotham, are clean, modern, and generally quite approachable. Then there are script fonts, which mimic handwriting and add a touch of flamboyance. Each font has a personality, and choosing the one with the right attitude can set the stage for your entire design.

Onto some other terms like “kerning,” “leading,” and “tracking.” These things are extremely important to mastering typography. Kerning is the space between individual characters, leading is the vertical space between lines of text, and tracking adjusts the spacing across an entire word or words. Understanding these will not only improve your designs but also help you communicate better with clients. Some of us like a little more breathing room between letters, and some of us like things tight.

Font pairing is next. This is an art in itself. Combining fonts can create visual interest and hierarchy, moving the viewer’s eye through a design. A good rule of thumb is to pair a serif with a sans serif. It’s a classic combination, but do not ever let this “rule of thumb” hold you back from experimenting with using font pairings of the same category; it can work too.

Now, for some dos and don’ts. Keep your line lengths on the shorter side—long lines are hard to read. Use hierarchy with headlines, subheads, body copy, caption copy, etc. to guide your audience’s attention. Don’t use too many different fonts in one project. Two or three max is a good suggestion. Please, please don’t stretch or squeeze your fonts (or logos). It’s a surefire way to make a professional design look completely amateurish.

Typography is a powerful tool in your design toolkit. Practice and master it, and you’ll see your designs elevate.

Logo Design: Showcasing Designs

I am incredibly proud of the work I have done over the years in the realm of logo design. I have had the pleasure of working with a diverse range of clients, each with their own unique vision and needs. From startups to established businesses, I have crafted logos that not only look great but also serve as powerful symbols of our clients’ brands. My portfolio showcases a variety of styles, from minimalist to more intricate designs, all created with the same commitment to quality. Don’t just take my word for it, as my clients’ testimonials speak volumes about the impact the logos have had on their businesses. I am here to help you create a logo that will elevate your brand and leave a lasting impression.

Logo Design: Crafting Lasting Visual Identities

Creating an effective logo is so much more than just slapping together some design elements and fonts. It’s an art form that goes way beyond the surface of “it just looks cool.” There’s a focus on building a visual identity that truly captures a brand’s spirit and tells its story in just one look. When I sit down to design a logo, I like to keep these key principles in mind: simplicity, versatility, timelessness, and relevance.

Simplicity is a big one for me. I want the logo to be instantly recognizable, something that sticks in your mind even if you only see it for a second. A clean, straightforward design is easier to remember, and let’s be honest, who doesn’t love a logo that’s easy on the eyes?

Next up is versatility. A good logo needs to look great in every environment. You must take into account that it could be printed on a tiny business card, blown up on a billboard, or displayed on a website. I make sure that the logos I create can adapt to all situations, so they always look their best.

Timelessness is also key. Trends come and go, but a great logo should have the power to be here for the long term. I aim to create designs that will stand the test of time, so clients won’t have to worry about their logo looking dated in a few years.

Finally, there’s relevance. The logo needs to resonate with the brand’s target audience. It should feel connected to the brand’s identity and purpose, creating a strong and meaningful impression.

These principles aren’t just guidelines, they’re the foundation of every logo I design. They help me create logos that aren’t just pretty pictures but powerful symbols that represent the heart of a brand. Take a look at some of the logo projects I’ve worked on over the years, here. You’ll see how my work represents an adherence to these principles.

Trends in Graphic Design: Illustrations & Logo Mascots

There is a substantial rise in the use of illustration in general, along with the use of logo mascots. This trend is particularly booming in the food and beverage industry but is also making waves in other markets like tech and startups. I find logo mascots to be a supremely fun way to apply a humanistic approach to a brand, making it feel more relatable. This, in turn, can truly help in creating brand recognition and loyalty. These sometimes charming creations can add a playful touch to a business’s brand identity, which helps in also building a strong connection. Whether it's a cute animal, a quirky fantastical character, or a whimsical figure, these mascots bring a unique personality to the brand.

As more businesses recognize the benefits of this trend, we can expect to see a lot more engaging logo designs. Logo mascots not only make a brand memorable but also create an emotional bond with customers. They can be used across various marketing materials, from packaging design to social media design to website design. By incorporating illustrations and logo mascots, companies are finding new ways to communicate their values and narratives in a more entertaining manner. This trend looks like it’s been redefining how brands connect with their audiences.

The Business of Color: Color Trends

Color trends in graphic design are all about making bold statements. From vibrant, clashing tones that grab your attention to earthy, muted palettes that bring a sense of calm, color is really setting the mood in today’s design world. I’m seeing a lot of designers playing with unexpected combinations like bright yellows with deep purples or soft pastels paired with rich, dark hues. These trends are not only fresh but also versatile, whether you’re working on a logo, website, or social media graphics. If you’re looking to make your brand stand out, experimenting with these current color trends can give your design that modern edge.

color trends of 2024:

• Browns

• Cobalt blue

• Golds

• Neutrals: taupes, terracottas, beiges

• Bright bubblegum

• Black and white

• Regal hues: purples, golds, creams

• Pearlescence

• Orange

• Cherry red

• Color of the year: peach fuzz (Pantone 13-1023)