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)

Logo Design: Mistakes to Avoid

Even seasoned designers can fall into traps when designing logos. One common mistake is overcomplicating the design. A logo should be clear and concise, not cluttered with unnecessary details. Another attractive trap is relying too heavily on trends. While it is important to stay current, a logo needs to have longevity, not just follow the newest, latest, and greatest shiny thing. Failing to consider scalability is another issue. A logo that looks great on a website might not translate well to smaller sizes, like a social media profile picture. I like to remind myself to keep these potential mistakes in mind to ensure the final logo is both effective and timeless.

The Business of Color: Color Palette

Let’s jump in and splash around some color. Whether you’re designing a logo, a website, or social media graphics, your choice of colors can make or break your design. For beginners, let’s get into it: a color palette is simply a selection of colors that you use consistently across a project or brand. It’s important because it sets the tone and emotion and helps communicate your intended message. Imagine creating a logo for a construction company; you’d probably consider using bold colors like deep blues, blacks, oranges, grays, browns, and blues to promote boldness, stability, and presence. On the flip side, a life coaching startup might benefit from soothing greens, soft yellows, and calming cream colors. Understanding the basics of color theory and how colors work together is the first step in crafting an effective palette.

Here are some tips and tricks for creating a cohesive and appealing color palette for your projects: First, consistency is key. Using the same colors across your designs helps strengthen your brand identity, making your work more and more recognizable. There are plenty of tools out there that can help with creating and testing various color palettes, such as Adobe Color. I really love this one for it’s versatility and the multitude of palettes it spits out for me. It allows me a really efficient way to experiment with different combinations and see how they look together. It’s also a great idea to research effective color palettes from brands you admire and feel inspired by for inspiration on your project. Don’t be afraid to rebrand your color palette as needed to stay relevant and fresh. Lastly, always test your palette in different contexts to ensure it works well across the board, from print to digital. These tips can help you get well on your way to creating color palettes that not only look great but also enhance your presence.

Trends in Graphic Design: Color Gradients

Gradients are nothing new in graphic design. In fact, I’ve not only seen regular use of them since my college days, but there was often a sense of opposition when it came to using gradients. As things go in life, certain aesthetics are sometimes shunned only to come back with a bang in the not too distant future. In 2024, we’ve seen a revolution and evolution in how they're used. Gradients are all about making bold statements with smooth color transitions that catch the eye without overwhelming the viewer. There can be such a softness and an all-encapsulating soothing feeling introduced by them. I love how gradients can saturate designs with all forms of energy and depth, creating a modern and dynamic feel. The transition between two or more colors can add a distinct edge to your work, making it stand out in a unique way. This trend is a fantastic way to incorporate bright, striking colors in a modern way.

Logo Design: Collaboration and Feedback

Logo design is not a solo endeavor. It is a collaborative process that involves constant communication and feedback from the client. I always start by discussing ideas with the client and getting a sense of their vision. As the design progresses, I present different concepts and encourage honest feedback. This back-and-forth ensures that the final logo is something the client is truly happy with and that it aligns perfectly with their brand. I have found that the best designs come from this kind of open collaboration, where ideas are shared, refined, and perfected together.

Trends in Graphic Design: Texture

The use of texture in graphic design has only been increasing, offering a great way to capture audiences on a more sensory level. Texture adds depth and richness to designs, creating a tactile experience that itches our innate desires as humans to touch, taste, and feel. This year, we’re seeing texture being applied in more and more ways, including within typography, which adds a surrealist touch to the artwork. By implementing texture, designers can transform flat graphics into multi-dimensional experiences that help enhance the viewer’s connection to the content.

This trend is making a notable impact across various design fields, from logo design and branding design to web design and printed marketing collateral.

Brand Identity

I love what I do and the magic behind creating a brand identity. There's something really fulfilling about breathing new life into a company, crafting its voice, and giving it a visual identity that makes an impact.

Brand identity is more than just a logo, color scheme, or an icon. It's the face and voice of a company that creates it’s actual existence in this world. It’s the combination of all elements that a business uses to portray the right image to its audience. From typography to imagery, every choice we make as designers helps to shape how a brand is perceived, received, and noticed. When I start working on a brand identity, I dive into researching their market, competitors, and the overall realm of the field. I want to understand the history, the goals, and the audience. This initial phase is where the jolt of creativity begins. It's where I get to know the brand inside and out, ensuring that my design decisions align with its mission and vision.

It all starts with understanding the brand’s mission and vision. I ask questions like, "What story does this brand want to tell?" and "How should people feel when they experience the brand?" These questions help guide the creative process, ensuring that the final design resonates with the company’s audience. Once the foundation is established and understood, I dive into the design realm of brainstorming and sketching. This phase is all about exploration and experimentation. I play with different concepts, color palettes, and typography. I like to take my ideas to paper, usually sketching out my rough ideas with my pencil and eraser (my Command+Z tool). It's a really great phase where ideas gain a bit more life, and the true vision begins to form.

Every element of a brand identity is chosen with purpose. The logo, for instance, is the face of the brand. It needs to be memorable, versatile, and timeless. I often start with sketches, refining the concept until it captures what was in my head. Then, I take it to the computer, experimenting with colors, shapes, and fonts. Colors play a crucial role in brand identity. They evoke emotions and set the tone for the brand. Typography is another essential element. The right font can communicate a brand’s personality, whether it's bold and modern or classic and elegant. I love experimenting with different typefaces, finding the best possible match for the brand’s voice.

Consistency is key in brand identity. It’s about ensuring that all visual elements work harmoniously together across all platforms. From business cards to social media graphics, every piece needs to remain consistent to the brand’s voice. This consistency builds trust and recognition, making the brand easily identifiable to its audience. I love spending time creating brand guidelines that outline how to use the logo, colors, typography, graphic elements, and imagery. These guidelines serve as a blueprint, ensuring that the brand identity remains cohesive no matter where it’s applied. It’s incredibly satisfying to see a brand come to life with a strong, memorable presence.

A really rewarding aspect of my work is seeing the impact of a well-crafted brand identity. It’s not just about making something look good; it’s about creating a meaningful connection between the brand and its audience—to the human experience. A strong brand identity can elevate a business, making it stand out amongst the competition.

The world of brand identity is ever-evolving. Trends come and go, and technology continually offers new tools and technical possibilities. As a designer, I’m always learning and adapting, doing my best to keep up with the latest trends while being of the mindset that timeless design is extremely important. Every project is unique, presenting new challenges and opportunities to create something super special. Whether it’s a new startup or an established company looking to rebrand, I welcome them all. Especially if the company is food-related. That’s really fun work.

Brand identity is a real passion of mine. It's about creating visual stories that speak, evoke emotional reactions, and help companies find their voice. The excursion from concept to completion is filled with creativity, growth, experimentation, and satisfaction. At the true core of it all, it's about connecting people to brands in a meaningful way. That’s where the magic is in brand identity, and to be a part of striving to make people feel something is such a great experience for me.

Logo Design: Creating Impact

Understanding Your Brand

Before any design work begins, it’s vital to immerse yourself in the essence of your brand. Ask yourself: What is the core message of your business? Who are your ideal customers? What emotions or ideas do you want your brand to evoke? What do they do and where do they hang out? These answers form the bedrock of your logo design process. Your logo should not just represent your business but also communicate its values and personality. For example, a brand focused on beauty and health might opt for sleek, elegant, minimalist designs with modern typography, whereas a company rooted in tradition and reliability might choose classic fonts and timeless symbols.

Simplicity with Impact

In logo design, simplicity is your ally. A simple logo can be easily recognized and remembered, making it more effective in various applications. Consider some of the world’s most iconic logos—Apple’s bitten apple, Nike’s swoosh—each is incredibly simple yet instantly recognizable. A well-designed, simple logo conveys professionalism and confidence. It avoids unnecessary details that can clutter the design and dilute its message. Instead, it focuses on clean lines, balanced proportions, and a harmonious color palette that resonates with the brand's identity.

The Power of Color

Color is an aesthetic choice and a psychological tool that can influence how your brand is perceived. Different colors evoke different emotions and associations, and the colors you choose for your logo will directly impact your brand's identity. For instance, blue often conveys trust, dependability, and professionalism, which is why it’s popular in industries like finance and healthcare. On the other hand, red is associated with energy, passion, and excitement, making it a good choice for brands that want to stand out and evoke strong emotions. Purple is often associated with luxury, creativity, and spirituality, evoking a sense of mystery and sophistication, which is why high-end beauty and fashion brands lean into this color. It’s also essential to consider how your logo’s colors will appear in various contexts, from digital screens to printed materials, and ensure it remains effective even in black and white.

Typography: The Voice of Your Logo

Typography in logo design is more than just selecting a font; it’s about choosing a style that speaks for your brand. The typeface you choose can communicate a range of attributes like modernity, tradition, playfulness, and seriousness, depending on your brand’s personality. A sans serif font like Tomato Grotesk might suggest a modern, inviting approach, while a serif font like Self Modern could evoke a sense of reliability, elegance, and tradition. The choice between all caps, lowercase, or a mix of both also affects how your logo is perceived. Every letter, every curve, and every space between characters contributes to the overall impression your logo makes.

Creating Timeless Appeal

While it’s tempting to follow design trends, a logo works amazingly as a timeless piece of art. Trends can give a logo an of-the-moment appeal, but they also risk making it look dated as styles change. A timeless logo, on the other hand, stays relevant year after year, continuing to represent your brand effectively without needing frequent updates. Think of the logos that have endured for decades—Coca-Cola, IBM, Ford—they’ve all retained their core design elements, allowing them to stand the test of time while maintaining a consistent brand image.

Versatility and Adaptability

A logo must be versatile enough to work across different platforms and mediums, from business cards and websites to billboards and packaging. This versatility requires a design that is simple enough to be recognizable at small sizes yet detailed enough to make an impact at larger scales. It should look just as good in monochrome as it does in full color and should be effective in both horizontal and vertical layouts. Ensuring your logo is adaptable helps maintain a consistent brand identity, no matter where it appears.

The Power of a Well-Designed Logo

A well-designed logo is a powerful tool in your branding arsenal. It’s the visual shorthand for your brand, conveying its essence in a single glance. By focusing on simplicity, using the psychological impact of color, selecting typography that aligns with your brand’s voice, and ensuring timelessness and versatility, you can create a logo that not only stands out but also stands the test of time. Investing in a thoughtfully crafted logo is an investment in your brand’s future, helping you build a memorable identity.

Your logo is the face of your brand and the symbol that people will come to associate with everything your business stands for. Make sure it’s a face that’s impossible to forget.

Trends in Graphic Design: Geometry

Geometric design has made a strong comeback, reminiscent of mid-century aesthetics but with quite a bit of a twist. It’s really quite nice to see geometric shapes, patterns, and fonts becoming a focal point in graphic design. The clean lines and precise forms of geometry bring a sense of order and balance, creating art that is bold and eye-catching. This trend is about using simple shapes like circles, squares, rectangles, lines, and triangles in new ways to give birth to complex and appealing layouts. What I really enjoy about seeing geometric design is its versatility and also it’s timeless aesthetic. It can be adapted to fit various styles and business brands, from sleek and modern branding to playful and energetic. The principles of geometry help in creating a foundational and structural look, making it an excellent choice for designers aiming to convey clear and sophisticated communications. It really offsets the cluttered designs out there and stands out by simply using it’s simplicity and moving to the front of the visual “line.”

Logo Design: Empowering Startup Business Clients

When I work with clients, particularly those facing mental health or physical challenges, I know that starting a business can feel overwhelming. The pressures of entrepreneurship, combined with managing personal well-being, can be a lot to handle. That's why my approach is centered on empathy, patience, and genuine collaboration. I’m not just here to design a logo; I’m here to support you through this process, ensuring that it’s as stress-free and rewarding as possible.

Our journey begins with understanding your vision, but more importantly, understanding you. I take the time to listen, to really grasp what drives you and what your brand stands for. Whether you’re navigating anxiety, physical limitations, or any other challenges, I’m here to make sure that these factors are acknowledged and respected in our work together. This isn’t about rushing to a final product; it’s about creating something meaningful that aligns with who you are and what you want your business to represent.

As we work through the design process, I encourage open and honest communication. Your feedback isn’t just welcomed; it’s essential. Together, we refine and adjust the design until it feels right—until it feels like you. The logo we create is more than just a visual representation; it’s a symbol of your journey, your resilience, and your new business venture.

In the end, my goal is to empower you with a brand identity that you can proudly stand behind. It’s about crafting something that not only looks great but also resonates deeply with your personal and business story. I’m honored to be part of this journey with you, helping you turn your vision into reality, one thoughtful design at a time.

Logo Design: Color Trends and Timelessness

One of the biggest challenges in logo design is finding the balance between staying current and creating something timeless. I am always aware of the latest design trends, but I never let them dictate the entire design. A logo needs to look just as good ten years from now as it does today. That is why I focus on creating designs that have a timeless quality while incorporating modern elements that keep the brand relevant. By combining classic design principles with contemporary touches, I ensure that the logos I create will remain effective and appealing for years to come.

Print vs Digital: Design Differences

Print design and digital design might seem similar at first, but as graphic designers we have learned and now know they involve very distinct techniques, considerations, and executions. Both mediums offer unique opportunities and becoming fluent with each one requires a thorough understanding of their differences.

Print design

A focus in creating tangible materials. Everything from business cards to brochures to posters falls into this category. With print design, color accuracy is supremely important. I always work in CMYK color mode because it closely matches how colors will appear when printed. It’s important to consider how different papers and finishes will affect the final look and feel of your design. For example, glossy finishes can make colors punch, while matte finishes can give a more subdued, soft appearance. Typography also needs to be carefully managed in print; text should be clear and legible, with appropriate size and spacing. One of the best practices I follow is to always test print from home to see how the design translates from screen to paper. This step can reveal issues like color shifts or unexpected text size changes that aren’t obvious on a digital display. This gives me the opportunity to check font size, layout, and the dreaded double-spaces. It is really good to use a color calibrator for your screens, ever so often, to ensure optimal color matching.

digital design

A focus on creating visuals that are best for screens. This includes websites, social media graphics, and digital ads. Here, RGB color mode is used because it’s optimized for screens, providing more vibrant colors compared to CMYK. Digital designs need to be responsive, meaning they should look good on various devices and screen sizes. This requires designing with adaptability in mind, so elements can adjust seamlessly whether viewed on a phone or computer. Another advantage of digital design is the ability to include interactive elements like animations, which can enhance the user experience. It’s important to test your designs on multiple devices and browsers to ensure they appear as intended everywhere.

Gaining success in both areas comes down to understanding the specific requirements of each medium and also how they can work together. Whether you’re working with the hands-on nature of print or the animated possibilities of digital, keeping these tips in mind will help you create some really great designs.

Logo Design: Successful Logos

When I look at iconic logos like the Nike swoosh or the Coca-Cola logo, I see more than just clever design. I see symbols that have become deeply ingrained in our culture. What makes these logos so successful? It is their simplicity, consistency, and strong connection to the brand they represent. The Nike swoosh, for example, is sleek and dynamic, perfectly reflecting the brand’s athletic focus. The Coca-Cola logo is clean, nostalgic, and modern, just like the company’s products. These logos are also incredibly versatile, working well in any size or format. By studying these examples, I am reminded of the power a well-designed logo can have in shaping a brand’s identity.

Trends in Graphic Design: Bold Typography

An exciting graphic design trend this year is the use of bold type and typography. As a designer, I find it pretty refreshing to see how bold type is being used to make rapid statements and capture attention. Whether it's for branding, advertising, or digital media, bold typography adds a sense of confidence and clarity to any design. It lends itself to making sure that messaging stands out and resonates with an audience. The use of thick, eye-catching letters draws viewers in and conveys a modern and dynamic feel. I really enjoy when it’s used in the headers of webpages, and especially if the type is animated in some fashion.

Grabbing and grasping onto people’s attention is more challenging than ever with the constant decrease in attention spans. This is where bold typography truly shines. It cuts through that barrier and helps communicate in a quick, efficient, and effective way. Bold fonts are loud, yes. But, they are also about being concise and memorable. They help in creating a strong visual hierarchy, guiding the viewer’s eye to the most important parts of the content. The strategic and intentional use of bold typography is becoming paramount for impactful design in the realm of creativity.

Logo Design: More on Typography

Typography is a complete game-changer in logo design. The right font choice and how that font is treated goes far beyond looks. It’s more than what’s seen at face value because it tells the brand’s story and communicates its personality. When I design a logo, I focus on the typography because it can elevate a brand or send mixed signals.

For a tech startup that’s pushing boundaries, a clean and modern sans serif font often fits the bill. It’s minimalist and sharp, reflecting innovation and forward-thinking. When I work with a company that wants to convey trust, elegance, and heritage, I usually opt for a serif font. The subtle strokes and curves exude reliability and a sense of timelessness.

But the choice of font is just the beginning. The size, spacing, and weight of the text can make a logo feel either balanced or chaotic. I dedicate a lot of time to refining these details, experimenting with different variations to find that perfect combination where the typography enhances the logo. Every small adjustment can shift the overall tone of the design.

No matter how creative the font is, if it’s hard to read, the message gets lost. Keep in mind the logo’s scalability, ensuring it looks sharp and clear whether it’s on a billboard or a business card. Another tip is to limit the number of fonts you use. Sticking to one or two fonts keeps the design cohesive and avoids overwhelming the viewer. Pay attention to kerning, the space between letters, to ensure balanced and harmonious text. Finally, don’t be afraid to experiment with custom lettering or subtle tweaks to existing fonts.

Trends in Graphic Design: Color Clashing

Color clashing is taking it to a whole new level with bold, electric, and innovative color palettes. This trend is being embraced not only for its powerful visual impact but also to meet the needs of audiences to be stopped in their tracks and take notice. This means we're seeing more daring color combinations that catch the eye and make designs explode. I love how contrasting hues bring energy and excitement to branding design. Coupled with the rising trend of logo mascots, brands are using these elements to create such a new way of capturing your attention.