Agency Podcast Episode 7 - How Graphic Design Impacts Your Brand

This week we’re joined by Rebekah Simmonds, a freelance graphic designer. Freshmove Media and Lux have worked with Bekah many times in the past. Simmonds went into college as a Music Business major at Greenville University in Illinois. After taking an intro to digital media class, which was required under her major, she realized that this was something worth pursuing. As of her sophomore year, she was a double major, adding Graphic Design alongside her Music Business major. She moved to the Richmond area a few weeks after graduating and started out at a marketing firm, then found her way to a few real estate offices, finally deciding that she wanted to do her own thing. Simmonds decided to ditch the office and begin freelancing as a graphic designer.  

What to avoid as a business owner when it comes to graphic design.

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  • Not having a logo is a really bad thing. Having too many versions of your logo/brand is equally as bad. A graphic designer will help guide you, so you avoid logos that are too detailed, illegible, or not representative of your business. You need to keep in mind that your logo needs to look good on a letterhead, business card, billboard, and everything in between. It needs to be cohesive while looking good no matter how big or small it’s being printed. But also, don’t be too controlling. Let go and let the graphic designer do their job. 
  • Let’s talk about font. 
  • The current trend is modern and minimal fonts. Simmonds’ favorite font personally is Museo Sans. The font is a crucial part to any company’s brand identity. So important, that many actually have their own font created and used throughout their branding, websites, and products.    Brand colors. 
  • Color theory is a key factor in any logo design. There are certain impressions and associations when it comes to colors. And although colors can have many associations, it will depend on the imagery you’re putting with it to round out the whole picture and vibe. But beware of excentric colors, such as hot pink. They can come across as overwhelming or inaccurate to your audience.  Is print dead? 
  • Print isn’t dead, but in order to be effective, it has to be done well. It’s also an expensive investment, especially if it’s being done in larger numbers. An important piece of this is business cards. They make a huge impression and a key component of networking. But keep it simple and concise. People want to consume information fast and don’t want to read through a novel on a card to get to what they are looking for.  
Another important aspect of print, and really any part of your marketing strategy is to know your audience. Traditional print media is fairly unproductive in younger demographics, but for the older ones, may be your main source of advertising. Graphic designers will help you figure out the perfect fit and how to convey your message in the most appropriate avenues. When it comes to all aspects of your brand, consulting with a graphic designer is a huge must. Whether it’s branding, marketing, packaging design, and really anything else, graphic designers can be a huge ally.  
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