Category: Design Basics

Graphic Design 101 for Marketing Professionals

I had the opportunity today to present to the Maine Marketing Assocation on Graphic Design Fundamentals for Marketing Professionals. I have converted my slide show into a slideshare presentation. If you prefer to download the PDF you may also do so, but please note the file is large (7.4 MB). Graphic Design 101 For Marketers and Business Owners from Visible Logic, Inc. In this presentation I discuss design fundamentals, terminology and skills for both print and web design. Whether you need to better communicate with an outside designer or want to sharpen your skills so that you can do some basic design work yourself, this presentation will give you the essentials of graphic design. It is essential information for any marketing professional or small business owner doing their own marketing. Topics include: Typography Tools & Software Color Systems Layout Choosing a Design Firm Communicating with a Graphic Designer Impact and Visual Hierarchy If you have any questions, please use the… Continue Reading »

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The Logo Development Process: New England Breeze Case Study

If you’ve never worked with a professional graphic designer, you may have no idea what goes into designing a logo. Even if you have worked with a designer, you’re probably curious about what goes on behind the scenes of developing a high-quality logo for a small business owner. Below is an outline of the typical process that we take at Visible Logic for the design and development of a logo. We’ll be using New England Breeze, LLC as our case study. Project Summary Create a logo for a new business—New England Breeze. The company sells and installs wind turbines and solar panels for business and residential customers. The owner wanted to make sure both energy sources —solar and wind—were obvious in the logo, especially because the name of the business only suggested wind. The logo should be one-color so that it is easily applicable on a variety of items and economical to print. The target market is individuals interested in… Continue Reading »


Proofreading: Tools for Working Efficiently with Your Graphic Designer

Editing and correcting text is part of nearly every job that we do here at Visible Logic. Even on a web site design project that includes a Content Management System there is still text that is set by us, and then reviewed and edited by our clients. With print projects such as interior book layouts, print advertisements or brochures typographic edits can be extensive. The purpose of this post is to help make this process go as smoothly and quickly as possible, whether you’re working with Visible Logic, or with any designer. The process The general working process we follow is to: receive content from the client; typeset the words into the layout; send the proof to the client for review; receive edits; make the corrections. The more clearly we receive the edits back from the client, the more smoothly and quickly the project completes. Here are some tips to help with the proofreading / correction process. Use traditional proofreading… Continue Reading »


Type Size Explained

It’s a bit of a stereotype, but designers have a reputation for setting type too small and clients have a habit of asking for it larger. When setting type for print projects, there are a number of issues to consider: Application: Across the room or held in your hand? An ad, a poster at a trade show, or a book cover all need to have typography large enough to attract a browser’s eye. A brochure that is held at arms’ length relies on larger headlines to get key points across and then smaller type to fill in details. A business card should have the business and individual name easy to read, but other contact details can be smaller as it will accessed only when the reader is focused on getting that information. Context: Attracting attention or a captive audience? Another factor is how focused is the reader’s attention? While a novel and a sales brochure may both be held at… Continue Reading »


Creativity and Pricing

The creative process can be a challenge to control, and therefore tricky to price. One of the best and worst things about being a graphic designer is that the work is creative, but also functional. It has a distinct commercial application as the end result. Whether it’s to promote a service, educate someone or explain how something works, graphic design is ultimately a commercial endeavor. Therefore, someone cares about how much it costs. I read a great quote on a fairly new blog called Group Thinkery. In a comment, book designer Christopher Tobias stated: I try to give every client 100%. No matter what the budget. Those who are willing to think and work and are open to creative ideas end up with the best product. Project variability I couldn’t agree more. It can be difficult to price graphic design services. It is a combination of how long something will take and also value of the end product. What I… Continue Reading »