Do You Speak Design?

Yes, as a designer, my job is to create a design which looks good. But graphic design is not about creating a design that is pretty... It's about design which connects with a sentiment, a feel, and at its crux; the ethos of a business.

Styles come and go. Good design is a language, not a style." - Massimo Vignelli, designer

This is why, as a designer, I cringe when a potential client wants to see my design style. Yet, in the moment, it's a challenge to explain to a new client why that's so.

I've come here to try...

Logo & Branding Design is about getting to know a business at it's core and finding imagery, line weights, typography, and other design elements which speaks to the feel of it.

Let's take 'bike shops' for example. Start with a generic bike graphic and the name of the shop as a jumping-off point and you'll have a fine logo - but will it connect with the right customers? Maybe. Maybe not. Lots of people buy bikes. But, a mom looking for a cheap kid's bike is going to be sorely disappointed if she drives to a high-end custom bike shop for urban bikers.

How about instead learning what types of bikes they are offering? (Hand-made Italian inspired?/ Dirt bikes?/ Mix of economical bikes?/ Used bikes?) What inspired them to open the businesses? (Fitness enthusiast/ Need for speed/ Support community transportation?) You can probably see where I'm going with this but I'm gonna belabor the point a little further...

Making sure the inspiration and style of your logo connect with the vision behind your company helps it stand out while introducing your clients to you; supporting you in building a clear message.

So you understand, the logo isn't about my design style or about me as a designer at all - I'm merely the conduit - connecting your company vision with a visual identity which others can see too.

The logo becomes your first word when you haven't yet opened your mouth. A great logo says, "This is what I have to offer... Can I help you?"