Designing a logo is a journey. It starts with understanding the client’s vision, figuring out what they want (or giving them what they never knew they always needed), and the brand’s values. I like to begin by gathering as much information as possible through discussions and research. I also like to send each client a logo survey that asks some more in-depth questions, which helps them understand that this is also a collaboration and I’m taking into account their needs. I like to sprinkle in a few fun questions in the survey like, “If your logo had a superpower, what would it be.” Once I have a solid foundation, I move into brainstorming and sketching out ideas with pencil and paper. This is where creativity flows out of me, and I explore different styles and concepts. After refining the sketches, I bring the designs into digital form, tweaking and adjusting until everything feels just right. The final step is presenting the options to the client, getting their feedback, and making any necessary revisions. I like to limit the amount of revisions a client gets so that they are super intentional with the feedback they provide, and it streamlines the process of the project. It is a collaborative process, but the end goal is always the same: a logo that perfectly captures the brand.
Trends in Graphic Design: Anti-design
The graphic design world has been embracing the rebellious nature of anti-design, a trend that's all about breaking the rules and jumping way outside of the box. I love how this style mixes fonts of various weights, font families, and fonts sizes. Overlapping text and challenging spacing proximity is encouraged. Even using diagonal compositions to create a sense of organized and strategic chaos is A-ok. It's a really bold approach that challenges the foundations and guidance of traditional design, making it perfect for events like festivals, concerts, and creative industry gatherings. What excites me about anti-design is how it encourages us to think outside the box and experiment, experiment, experiment! By deliberately embracing imperfections and the unexpected, anti-design can create a powerful punch. This trend captures attention and inspires creativity and individuality, making it a significant movement in the design world this year. Let’s celebrate uniqueness and blasting through boundary walls. Trying new and different makes things fun and influences change and growth in a designer.
Website Design: For Beginners
When you're just starting with website design, it can feel like a massive, intimidating world full of code, color palettes, and content that all need to come together in a sensible way. I remember when I first dove into web design, and everything seemed like it had to be perfect from the start. But trust me, it’s all about taking those first steps and learning as you go.
The most important thing to keep in mind is that a website isn't just a digital business card or storefront; it's a vital part of your brand’s presence. It’s the first place your potential clients will land, and you want to make sure they stick around. Think about user experience (UX). You want your site to be easy to navigate, fast-loading, and visually captivating. Start with simple layouts and build your way up. Tools like WordPress or Squarespace can be lifesavers for beginners (and also for advanced designers), offering templates that are both easy to customize and professional-looking.
Don't shy away from experimenting with color schemes and fonts, but always keep readability and brand consistency in mind. And yes, SEO (Search Engine Optimization) is such an important factor to keep in mind, even at the design stage. Use SEO-friendly elements like clean URLs, alt text for images, and fast-loading pages to help your site rank better on Google.
If you’re stuck or feel overwhelmed, that’s okay! It’s all part of the process, and with each step, it will get more comfortable and more seamless. I’m here to guide you through every step, from setting up your site to tweaking the finer details. Let go of thinking that it has to be perfect. You just need to start. Let’s create something that not only looks great but also enhances your business and achieves your goals.
Logo Design: Typography
Typography can make or break a logo. The choice of font speaks volumes about the brand's personality. When I am designing a logo, I pay close attention to the typography, ensuring that it aligns with the brand's identity. For a modern and sleek brand, a sans-serif font might be the perfect choice, while a serif font could lend a more traditional and trustworthy feel. The size, spacing, and weight of the text all play a role in how the logo is perceived. I always test different variations to see what works best and ensure that the typography complements the overall design rather than competing with it.
Trends in Graphic Design: 3D Type
As a graphic designer who has such an extreme love of fonts and typography, I can't help but enjoy seeing and being inspired by the 2024 trend of using 3D type and typography. There's something undeniably thrilling about seeing type come to life, leaping off the page or screen and engaging with viewers in a whole new dimension. Ever since college, I’ve grown to love how lively fonts can be and become. This trend is about adding depth and creating immersive experiences that just make type stand out, making people feel like they can reach out and touch the text. The tactile quality of 3D type transforms ordinary words into another level of art, making letters a much more elevated experience for the eyes.
What excites me most about this trend is its versatility and for its enhancement of creative expression. Whether it's bold, chunky letters that feel solid and substantial or sleek, futuristic type that looks like it’s been pulled from a sci-fi movie, or slimy and glossy effects that ooze personality, 3D typography has so many possibilities. It allows us to play with light, shadow, and texture in ways that flat design can't. This year, I've found myself experimenting more and more with these techniques, pushing the boundaries of what's possible and discovering new ways to make my designs stand out to myself and for my clients. Integrating these elements into branding, advertising, and web design projects has brought a new level of excitement and challenge to my work. It helps push me outside of my comfort zone and learn new design techniques.
3D type isn't just visually stunning; it's also incredibly functional. It can guide a viewer's attention, create a sense of hierarchy, and even evoke emotions. For example, a 3D title on a website can instantly grab attention and make a strong impression, while subtle 3D elements in a logo can add elements of interest and depth. This versatility means that 3D typography can be adapted to a wide range of styles and purposes, making it a valuable tool if it’s applicable to the style of the brand.
I look forward to seeing how this trend evolves and inspires even more creative creations. The dynamic nature of 3D type has truly challenged the way I approach certain projects, making the designs an opportunity to explore. It's a game-changer for graphic communication, adding a new layer of interaction and engagement.
The Business of Color: Color Theory
One very fascinating aspect of graphic design is color theory. If you’ve ever found yourself mesmerized by an electric logo or a striking website layout, chances are that color played a huge role in grabbing your attention. Understanding color theory is a great skill to practice and master and it’s an essential part of creating designs that speak to your audience on a deeper level. Why is color theory is crucial in design and how you can capture it’s essence to enhance your design game.
Color theory is one of the backbones of successful design. It’s the scientific art of using color effectively, and it encompasses everything from the color wheel to color harmony to the psychology behind the impact of colors. The color wheel is a fundamental tool that helps to better understand the relationships between colors. Primary, secondary, and tertiary colors help to build an understanding of this to enable you to create palettes that evoke specific emotions and reactions. Imagine designing a logo for a wellness spa like Eden's Gate Spa and Wellness; you'd likely want to use calming hues like greens, muted purples, and blues to promote relaxation and tranquility. On the other hand, bold reds and yellows might be perfect for a dynamic startup like JVC Electric looking to convey energy and innovation. Beyond choosing the right colors, understanding how to combine them harmoniously is key to creating aesthetically pleasing designs. Complementary colors (those opposite each other on the color wheel) can create high contrast, while analogous colors (those next to each other) can provide a more soothing look.
It’s not only about making things look good. Color theory also delves into the psychology of color, which can significantly influence how your audience perceives and experiences your brand. Different colors can evoke different emotions and associations. Blue, for example, often conveys trust and professionalism, making it a popular choice for corporate logos and websites. Yellow, on the other hand, is associated with optimism and creativity, which might be perfect for a logo design targeting a younger, more energetic demographic. When designing a website or a social media graphic, these subtle cues can guide people’s behavior and how they engage. By using color intentionally, you can direct attention, highlight important information, and create memorable experiences. As a graphic designer, gaining a sense of comfort using color theory not only enhances my creative toolbox but also ensures that my designs communicate the right message and resonate with my client and their audience, ultimately driving better results. The next time you're working on a logo, website, or any design project, remember to give color the consideration it deserves. They have some superpowers, for sure.
Tips & Tricks | Connection, Charisma, and Drive = Consistent Clients
I have worked with people for many years and in many different settings; retail, hospitality, health care, office work, agency, studio, firm, corporate. In all of those environments, I have found a commonality: People enjoy working with people that they enjoy and people skills have held more weight in my career than my design skills.
Talking to my clients as if they are humans has been so essential to not only securing them, but has (many times) led to me being referred over & over again.
SOME THINGS THAT HAVE HELPED ME :
Being vocal - disclosing my thoughts, ideas, excitement, and experience with similar projects. Also, relaying my knowledge of the possible approaches to the execution of the project from start to finish.
Laughter - it eases the client up to feel comfortable with me and allows them to realize that this is one human speaking with another. It’s an un-robotic conversation and great relationship-builder. Wit and a touch of sarcasm can be a very beneficial tool. Be careful to not get too comfy as you are not speaking with a friend. This is business.
Prioritize your clients - you can’t get everything done for everyone in one day or even one week, sometimes. Being openly communicative about my schedule, divulging a deadline/timeline for the clients’ needs, and responding to emails & calls in a timely manner.
Boundaries:
• I usually respond to emails within 1-2 hours, but 24 hours is not an abnormal timeframe (we are all busy).
• I typically do not take calls nor answer emails after 6pm and on the weekends, but working myself can sometimes mean later nights to meet a deadline.
• Getting “too chummy” with clients has worked against me. Cussing, being a jokester, regularly not meeting deadlines/not letting a client know that it may take longer than my proposed deadline(s), etc.
• Address stressful client conversations with calmness and be willing to stand up for yourself.
For example: ”I hear what you are saying and understand where you are coming from, I do not appreciate and don’t respect being yelled at.”
DIVINELY GOLDEN
The Golden Ratio:
Also known as the Golden Section, the Golden Mean or the Divine Proportion, is derived from the Fibonacci Sequence in which each number is the sum of the two numbers before it…Seems a bit overwhelming with this sort of math, but don’t worry.
You start with a rectangle that fits the parameters of the Fibonacci Sequence and then continuously draw squares within that rectangular sequence. This can go on into infinity. Remember thats there’s magic in number 1.618.
WHAT’S THIS GOT TO DO WITH DESIGN?:
Creates harmony & proportion that our minds are subconsciously attracted to.
Helps to build hierarchy with your typography.
Aids in the creation of impactful & eye-catching logos.
Develops inspiring layouts for editorial, web, and other printed materials.
Tips & Tricks | Creating an Online Design Portfolio
This is the opportunity to introduce yourself on the digital frontlines. Like anything else design-oriented, a portfolio is to be treated in the same manner; it is to be designed, curated, and organized in a fashion that highlights YOU as a designer and as a human. Showcase projects, passions, experiences, and expertise. In the end, it’s what gets you hired.
WHAT TO THINK ABOUT WHEN DESIGNING A PORTFOLIO:
Presentation is everything - bring your work to life
with staging photos of work and/or mockups.
Quality over quantity - it’s good practice to feature your absolute best pieces instead of cramming in anything & everything.
Build a website that’s easy to maintain - time is money and time is life. Make it easy on yourself by creating something that makes it swiftly efficient to upload new projects and insert thoughtful copy.
Boundaries Will Give You Wings
Setting healthy, professional boundaries is a skill that takes time, patience, and testing.
For me, it’s a constant learning process, as each clients is unique. Communication styles, demeanor, personality. This has brought me to the realization that I’m not only solution-maker for graphics/visuals, but also a solution-maker for effectively communicating with clients.
There will be clients that are super fluid, clients that yell, clients that micromanage, clients that praise. There are so many different experiences and all of them beneficial.
How I’ve dealt with difficulties in relation to clients:
Stay calm, breathe, and respond in a neutral manner?
Deplete my ego and think about how to move forward.
Stand up for myself: I know my worth as a designer and person, and no client has the right to be disrespectful. When this happens, I can calmly let them know that, “I am not ok with be spoken to in that manner.” More often than not, the client is receptive, things are calmed, and we move forward.
It is ok to say “no” to a client. Whether it is to a deadline, a timeline, or a simple ask. Learning what I can and can not do/take on is a constant learning process.
DID YOU KNOW? | RESEARCH IS HALF OF THE ADVENTURE
Logo design requires a vast amount of research to achieve amazing logo options. In my experience, I have spent between 15 and 20 hours on the entirety of the research process. This includes the preliminary meeting with the client to discuss their wants & needs (logo look & feel, style, color palette, audience, etc.).
WHERE YOUR RESEARCH TIME WILL BE SPENT:
• Company’s industry
• Competitors
• Audience/target market/target demographic(s)
• Inspiration (logo books, design site/blogs, etc.)
• Preliminary brainstorming
• Sketching design options
• Font options
IMPORTANT TIPS | DESIGNING FOR PRINT
Printed materials play a vital role in the world of graphic design. As a society, we have become more and more accustomed to seeing design on a screen. The way that the majority of it consumed these days, makes printed work all the more precious. To actually hold something in your hands and interact with it is very invigorating to me as a designer. Here are some key tips when designing for print.
WHAT TO TAKE INTO ACCOUNT:
• Convert all RGB images to CMYK
• Outline all fonts/package your files
• Check your image resolution
• Ensure that you set bleeds
• Delete all unused swatches
• SPELL CHECK
How Many Logos Do You See?
When it comes to logos, I believe that less is more with showing logo designs. I sketch out many ideas in pencil and pick my favorite ones (usually 4-5) prior to getting on my computer. It is there that I narrow down my concepts to a total of 3. Sending 3 options helps me to spend an efficient amount of time on refining my concepts and providing clients with well thought out & intentional pieces to choose from.
My approach has also helped in limiting the amount of “Frankensteining” that may happen; the client taking bits & pieces from multiple designs to create an entirely new logo.
Questions I ask myself before sending designs to clients:
What are my most thought out ideas/designs?
Do I showcase my favorite option first or last? (I like to place it last, as it’s the final thing that’s left in their mind)
Have I provided them with an at least one option that is the direction in what they vocalized they’re looking for?
Am I proud of what i’ve created?
An InDesign Slay for CMYK
When getting your InDesign files ready for print, part of the process is ensuring that all images and graphics are in CMYK color mode for best printing results.
In the “Links” panel, you can click on any link and in the “Link Info” section you will find the “Color Space” description which tells you whether your link is RGB or CMYK.
THE QUICK FIX FOR YOUR RGB PICS:
Right click any link in your “Links” panel and highlight Edit With > Adobe Photoshop
In the top menu in Photoshop, select Image > Mode > CMYK and save your image.
Next to your link in InDesign, double click the little yellow symbol with an exclamation mark on it. This will update it to your newly saved CMYK link.
Tips & Tricks | The Typeface Magic of Alternative Glyphs
You’ve researched, found, and downloaded a beautiful font for your project…the problem is those awe-inspiring letterforms that you saw in the demo designs are not showing up when you type. We now enter the magic of alternative glyphs that will solve this road block.
WHAT YOU DO TO GET THOSE ELUSIVE LETTERFORMS IN ADOBE ILLUSTRATOR:
Click Window > Type > Glyphs
In the Glyphs panel, click the drop-down menu and select Entire Font
Search away for those special alternatives you’ve been craving.
PUT THE FLEX ON YOUR UX
With rapid growth in technological advances, the constant metamorphosing in the realm of graphic design, and the escalating decline in attention spans from increasing waves of stimuli incessantly bouncing around, RESEARCH IS EVERYTHING.
WAYS TO CAPTIVATE YOUR AUDIENCE & INFLUENCE WEBSITE TRAFFIC:
• Illustrations
• Animations
• Creative scrolling
• Bold colors
• Custom fonts
• 3D depth
Color Palette Creation
Colors bring another element of personality to any design. Just like with fonts, colors provide a mood, personality, voice, and an overall experience for the viewer. Creating a color palette is combining different colors in an appealing & enticing manner to enhance the tone you want to relay.
WAYS TO NARROW DOWN A GREAT COLOR PALETTE:
• Educate yourself on what colors symbolize
• Research similar/competitor brands
• Think about the mood you want to create
• Play around & have fun trying new things
Feeling the Fonts | Logo Design
Getting “funky” with your font choices is always a fun process for me when designing logos. Typefaces have a range of character that, when combined with icons, graphics, symbols, etc., can immensely increase the personality of a logo.
Some great font resources:
• myfonts.com
• thedesignersfoundry.com
• swisstypefaces.com
Things to consider when choosing a font for your logo designs:
What “voice” do you want to evoke?:
• elegance
• quirkiness
• sleek/modernWho is your audience?
Do you want a bold punch or a delicate touch?
Try to get out of your comfort zone and use non-mainstream typefaces.
DID YOU KNOW? | Fonts Have a Personality
Every single font is designed & built to exude very specific moods and personality traits. They influence the way your audience perceives your brand.
There are very subtle & approachable ones (check out Verlag and Pluto Sans), classic & elegant ones (check out Bodoni and Didot), bold & aggressive ones (check out Hanley Block Display and Acropolis HTF), and many more. Your choice of font(s) are directly related to and a part of your brand; it’s another added accent to the “voice” of your company. How do you want your business to be portrayed? You have a plethora of choices and so much to play with to make your message explode in the marketplace
The Importance of Logo Design
Did you know that first impressions are everything? When it comes to a logo design, this is no exception. Your logo is typically the first thing that your potential client(s) will see and it’s the initial chance to grab their attention.
It is of paramount importance to ask yourself these questions when pursuing the task of logo generation:
What is the voice of my company?
Who is my audience?
How will I stand apart from my competition?