The Actual Price of Poor Design
Graphic design is a fundamental investment that associates a brand or product with a unique visual component. Successful design is defined by its professional appearance, consumer friendliness, and technical suitability for use across a broad spectrum of applications, from web banners to print to event POP.
Poor design disappoints the viewer before they even have time to read the offer. Beyond that immediate side effect is a connection made between the visual and the brand reputation that can be surprisingly resilient to change down the road.
View selected design solutions in my Béhance portfolio.
A distinctive logotype is the basis for a successful brand.
Visual brand management starts with a basic type (word mark) and/or graphic (logo) structural element. I begin by reducing the preliminary sketch artwork to its simplest components before adding degrees of complexity for use in web, print, event, or other projects.
For Choppers Unlimited, the goal was to capture the motorcycle manufacturer’s Nordic heritage. That led to the selection of a medieval Blackletter font, combined with a stark graphic of an abstract bladed weapon, to represent the Viking ancestry of the product.
After determining the logotype could stand alone as a one-color element in various sizes, gradient blends completed the metallic components of the brand.