Heading Northe

It was difficult for me to take myself seriously as a logo designer without having my own logo. Logo work requires a step back, examining the business and the goal from an outsider’s perspective. It’s simpler to design a logo for a company that is not mine, as I discovered in this long process.

The first thing I did was take a good look at what I wanted from my business and what my business represented. When I originally came up with the idea and brand of “True Northe” it was older, more traditional, with a spinning compass that represented finding the right design direction. Continue reading

When I tell clients that a logo is important, one of two things happen: they’re completely on board and excited to get started on creating a graphical representation of their company or organization, or there’s head-scratching and ho humming.

This post is for both types of clients. Continue reading

“You should never judge a book by its cover.”

Why? Because it’s what’s on the inside that counts. We all know that’s true, but the reason we’re told never to judge on appearances is because we do. All the time. Can’t help it.

Tell Angelina Jolie or Hugh Jackman that looks don’t matter.

It’s not a bad thing, we just use our eyes and trust our first impressions. We like things to be pretty, or edgy, cool, whatever mood we’re in, we like something that looks good. Continue reading

Design inspiration is everywhere. And so are examples of accurate branding through design. Rather than examining a logo or web site, I thought I’d take a look at something much different: cars. Sometimes it’s best to look outside the normal places to find inspiration. While it’s important to examine great web sites, and admire classy print work, there’s a danger in being so knocked over by others talents, to try to recreate your own version of it. What results isn’t really the work of the designer, but a copy. Sure, imitation is the finest form of flattery, but design is more than just making something look good. Design is communication. No two companies or organizations are the same, so the design shouldn’t be the same either. A good designer will take a closer look at the target audience and marketing niche to determine how to best brand and reach the desired market.

This is the Bugatti Veyron, the world’s fastest legal street car.

I compare a web site to a car on my FAQ page. Cars serve a specific function: transportation. But over time cars have evolved into more than just getting their driver from point A to point B. They’ve taken on style, different purposes, and they even have their own target audience. So while all cars are built to transport, they each have a different way of going about it.

Design is communicating through visuals. If the Veyron were a logo, business card or a web site, what is it communicating? What words come to mind when looking at this car? Power, speed, beauty, envy. It’s phenomenal. It’s unattainable, elite, in a class of its own, a cut above the rest.

Compare the feelings you have to the car above with the car below. Both are used for transportation. Both are sports cars. But the Honda appeals to a much different target audience and would work within a different marketing environment than the Veyron. Think how successful the Bugatti Veryon would sell if taken to the upper middle class? And on the flip side, how smart would it be for Honda to market its s2000 to the likes of Jay Leno or David Beckham?

When thinking about a web site design, think about your target audience. Who are you trying to appeal to? What should the client or customer feel when looking at your company and brand? What words do you use to describe your business? While a good designer can certainly deliver on looks and style, your audience wants certain things in their product and services. They have preconceived ideas based on years of cultural exposure.

And that’s graphic design: leaving the right impression.