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Branding in Graphic Design

Branding in Graphic Design

Branding is a creative process whereby a logo or brand identity is created for a specific product or service. It involves careful thought and planning. The first step in branding is to identify your target audience. Understanding their demographics and preferences will help you determine how to convey your identity and message to them.

Logo Production

Logo production is an important part of graphic design. It should be memorable, distinctive and simple. The process of logo production starts with the discovery phase, where the designer gets to know the client’s business and develop a brand strategy. Once the design team has a basic understanding of the client’s business, they can begin brainstorming ideas.


Before a logo is designed, it should be created in both CMYK and RGB color variations. This way, it can be used on billboards, magazines and business cards. It can also be used on computers and TV screens. Most browsers are compatible with SVG files. This format is also compatible with Adobe Illustrator, which lets designers store different color variations.



A design brief is essential for logo production. This document conveys the client’s goals and expectations. The client can outline, for example, that he wants to position his company as a market leader or that he wants the design to represent values such as dedication and commitment to the customer. The design brief is crucial for the designer to ensure the logo he or she creates meets the client’s needs.

The design process involves a series of phases: research, conceptualization, sketching ideas, testing, and production. Each phase has a specific goal, process, and deliverable.

Style Guide

Building a style guide for branding in graphic design can be a difficult process. While any designer can create a logo, developing a style guide requires a lot of experience and patience. The first step in creating a style guide is to figure out what is important to your brand. Each brand has different needs, so your style guide should evolve along with it. The style guide should be flexible enough to accommodate changes, and old versions should be kept for reference.


A style guide can be a public or internal document. Both options have their pros and cons. Public style guides are available to anyone, but they also have the potential to be ripped off. An internal style guide, on the other hand, is easier to update and doesn’t need to be as professional.


A style guide should include the types of imagery that the brand uses. It’s important to include examples of how logos and images should be used. Having examples will make it easier to add images to your design. Additionally, you should include examples of how not to use a brand’s logo.


Apart from these visual elements, a style guide should also include information on color schemes. The color palette should be consistent throughout, and you should add some complementary colors to make your design unique. Another important aspect of a style guide is typography. If you want to use specific fonts for your brand, then make sure you include a section on how to access them.

Color Palette

Colours are an important part of branding your brand. Yellow, for instance, can convey cheer and youthful energy, but caution is advised, especially when it’s used next to black. Green, on the other hand, is an excellent choice, conveying wealth and naturalism. It’s also a great addition to the colour palette for branding any business. Blue is a neutral, professional colour and conveys a feeling of trustworthiness.


Analogous colour schemes are best suited for creating a sense of harmony and balance. These palettes are usually derived from nature, where similar hues are used together to support the depth of a single color. A three-colour palette, on the other hand, is considered dynamic.


There are two basic types of color scheme: the primary and secondary. The primary colors are red and blue and the secondary ones are yellow, orange and green. In this way, they communicate the same message. But if you want a more feminine look, go for the secondary colors. For example, if you want to create a logo for an online store, you can use the primary color for the logo.


Another type of color scheme is the complementary color scheme. This scheme works well in a corporate branding. It helps to instill trust in your audience. This style works well in the banking and technology sectors. It also makes your brand flexible across industries.


Typography is an integral part of branding in graphic design, serving four major purposes. These purposes are distinction, consistency, coherence, and communication. A successful brand starts with a mission rooted in love and empathy, and then a typographer creates a system that fits the brand’s communication needs. This unique type style sets the tone, draws attention, and spurs action.


Typography involves a range of techniques. Among other things, it focuses on font personality, appearance, and layout. Good typographers read the content carefully and make sure that it’s presented in an appealing and accessible manner. They also consider the audience’s needs and preferences to choose an appropriate font. This way, they create a tailored experience for reading.


Typography is an important part of branding because it can influence a person’s emotions. A font’s size, colour, and contrast can all have an impact. In addition, it can convey a brand’s tone and values. Each typeface has a different personality, so choosing the right font for your brand is important.


The purpose of typography is to make the text readable and leave a lasting impression on the consumer. It can help brands communicate with their target audience, and it is an essential element of graphic design. Today’s consumers have shorter attention spans than they did in the past. In fact, the average person’s attention span is less than 10 seconds, so brands must grab their audience’s attention quickly to remain relevant in the market.


Using animation as part of your branding strategy is a great way to engage consumers. People are more likely to engage with animated visuals because they’re entertaining. In addition to drawing attention to your brand, animation also improves your SEO. People are more likely to stay on your website when you use an animated logo, which helps you gain more page views and improve your rank in search results. Animation can also help your brand stand out in presentations, especially if you use it on a digital display.


If you’re planning to use an animated logo in your marketing campaign, you’ll need to make sure it has the right kind of motion. People love fresh ideas, and an animated logo is sure to impress. A well-executed animation can trigger the right emotions for your brand, which will help it stick in the minds of consumers.


Another way to use animation is to create a short video that teaches visitors how to use a website. You can use a motion designer to create a quick animation that demonstrates where to click and what information to enter. You can also use a motion graphic to break up boring corporate presentations.


An animated video can help you capture the attention of your audience by providing a narrative. An animated video can also be effective at demonstrating complicated concepts and ideas. Motion graphics are the perfect tool for explaining hard-to-understand concepts, like how a certain product works. Moreover, they can help you convey a sensitive side of your company to a wider audience.


Motion is an integral part of branding. It can be used in many ways to make your brand more recognizable, from an animated cursor in Word to a sliding notification that appears when you enter the wrong access code on your iPhone. In the right hands, motion can make your website look more dynamic and inviting. But, if used improperly, it can also annoy users.

Moving images are catching the attention of consumers more than static images, which is why brands have recognized the importance of motion in branding. Animated logos, animated videos, and dynamic typography are essential in motion-based branding. These elements not only catch the attention of the audience, but also position the brand in their minds.

The use of motion in branding graphics can help a brand tell its story. Netflix’s N logo, for instance, uses motion graphics to create a buzzing sound and animated letters that move through the letter. This motion-based logo creates a sense of curiosity in the audience and entices them to visit the official website of the company. It’s a great way to reinforce your brand message and set your brand apart from competitors.
The use of motion in branding and graphic design is important to the success of your branding efforts. It can be used in television commercials and on the Internet. Moreover, it can be used in the design of apps, explainer videos, social media, and advertising.

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Creating and Maintaining Your Brand


Your business’s brand is what makes you unique. With so many products and businesses out in the world, you need to set yourself apart and stand out from the crowd by utilizing your brand.

Many business owners fail to adequately brand their business which leads to an inconsistent online presence. When your online presence is inconsistent, customers will struggle remembering you and fail to come back to make purchases in the future.

On the other end, some business owners brand their business but make too many changes to their brand. By changing your branding regularly, you also make the mistake of showing an inconsistent online presence. This is why planning and sticking to your brand is so important.

You can achieve consistency by sticking to your branding guidelines. Full-service agencies like CAST Design Team can also contribute to your business’s consistency by branding, designing, and maintaining your brand across all online and print publications. Having your online and offline presence matchup means more customers!

Let’s learn more!

The Importance of Sticking to Your Brand

Customers won’t remember you just because your product or business is amazing. If they can’t remember your business name, logo, story, or have a way to find you, they will find somewhere else to purchase the thing they need, and you will miss out on a sale, and possibly a loyal customer.  

By branding your business and sticking to your branding guidelines, you provide yourself with an invaluable opportunity to not only attract new customers but to keep existing customers coming back for your products. By changing the name, colors, logo, and messaging of your business too regularly you miss out on those returning customers (not to mention you waste a lot of time in the process).

On top of the fact that not having consistent branding may cause you to lose customers, it just looks all around unprofessional.

How to Stick to Your Brand

Sticking to your brand is easy! It’s as simple as making choices at the beginning that make your future decisions much easier. Keep these four things in mind when building and maintaining your brand:

Prepare in Advance

Before making any decisions, like building your website and creating social media accounts, sit down for a branding session. Decide on things like names, logos, colors, and messaging. Your future decisions regarding your business will come from this branding session.

Don’t Compare

Comparing your business to other businesses may cause you to want to change your branding. Stick to your guns and remember that your business and brand are unique to you! Don’t make branding changes because of other businesses. You decide what your business will be known for and your branding will go along with that!

High-Quality Consistency Across the Board

Be sure to use high-quality, professional photos for your website, social media, and other marketing assets. Use the same logo or profile photo on each platform to create continuity that your customers can expect and recognize. It’s easy to play with no fonts and colors but always make sure you’re using the same ones.

Build and Refer to a Style Guide

A style guide or branding guideline should be built at the conception of your business. This important document will help you make future marketing related decisions and ensure that your branding remains consistent across all platforms and in all marketing efforts, no matter who is doing it. A style guide houses the answer to any branding question that may arise.

Benefits of a Full-Service Agency

Don’t be afraid to ask for help during this process. Creating a brand and branding guidelines for your business is a big project, but luckily there are people out there who are poised to help you. CAST Design Team is a full-service agency that covers everything from branding to building your website to social media marketing, and more! While having a professional agency create your branding can add a ton of value on its own, continuing to work with the same design agency that created your branding on other projects can help ensure that your messaging is portrayed exactly how you would do it yourself and there are no inconsistencies in your branding.

Choosing a full-service agency to help with your business is the best decision a new business owner can make. CAST Design Team can handle any project you need covered while you focus on your business. Leave the creative problem solving up to the professionals and you will notice increased traffic and decreased stress. Contact our team today–we’d love to help you in the branding process!

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Tools for the Small Business Owner

Tools for the Small Business Owner

Running a small business means wearing a lot of hats. More likely than not you’re taking on a lot of tasks that you may not know how to do, or maybe you’re learning them but they definitely aren’t your specialty. There are many tools built for the small business owners that can help make these tasks easier. We’ve compiled a list of our favorite tools for the small business owner. These tools can not only save you time, but also help you run your business more efficiently.

Email Organization


If your email inbox gets easily cluttered and you find yourself dropping tasks because they got lost in the inbox, you need Activeinbox. Activeinbox will help you never miss an email again by creating tasks out of important emails.


Streak is another useful inbox tool for keeping track of sales leads as an effective CRM system and project management system. Create a pipeline with your team so everyone is on the same page!  Start making your email accounts work for you instead of against you by trying these email extensions.

Professional Emails


Tired of sending professional emails that end in GSuite can provide you with a professional email that ends in your company’s name! Utilize GSuite for a more professional email presence that will impress customers and give you immediate credibility.

Project Management


A project management system is absolutely necessary if you have numerous tasks under different projects or clients and a few employees working for you. Even if you are the only employee in your business, a project management system like ClickUp will help you stay organized. You can track time, files, and project completion all in one place with ClickUp.

Social Media Scheduling


Hootsuite is a tool for social media scheduling. You can easily schedule your social media content days in advance for multiple platforms. Imagine not having to remember to post to social media every day! Simply taking one day, or even just an hour or two, to schedule your content for the month will free up your time in weeks moving forward.

Website Heatmaps


Ever wonder what your audience is actually doing on your website? Hotjar helps you collect and analyze this information using heatmaps, conversion funnels, and visitor recordings on your website. Armed with this information, you can better serve your customers and in turn improve your small business.

Website Hosting and Domains


Choosing a website hosting provider can be confusing–there are so many options out there that claim to give you the best deal. Here at CAST Design Team, we love using 1&1 and refer it to all of our clients. Their system is simple, effective, and all for a great price!


Accepting payments is a pretty important part of owning a small business–how else are you going to get paid? We love using for all gateway and payment needs. Their system is simple and easy to use, and their customer service is always ready to help you with any problem that may arise. Plus, they give great rates on merchant accounts and payment gateways. And keeping your money in your own pocket is always a plus!

Time Tracking


If you want to track your time or an employee’s time, Toggl is the way to go. Toggl has an app, browser extension, and a website that can track your time from start to finish. You can also manually add in time if you forgot to press the start button.

Content Ideas

Answer the Public

Providing quality content in the form of a blog is a great way to send traffic to your website and serve your customers. Coming up with what to write is often the struggle that stops business owners from sharing their knowledge! Use to help you find creative content ideas that will send customers running to read your tips!

Tag O’ Matic

We’ve all been there–coming up with hashtags for Instagram posts can be difficult! Knowing which hashtags to incorporate for optimal engagement sounds daunting, but Tag O’ Matic can help you use the right hashtags in the right posts.  

These are just a few of the great online tools available to small business owners. Did we miss your favorite? Let us know what your favorite online tool is for running your business–we’d love to know! 

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Working with a Creative Design Team


Reaching out for help in your business is both thrilling and terrifying. You are attempting to lighten your load by trusting professionals to get the work you need done, but you’re also putting faith in someone that may or may not produce the quality work you were hoping for. Working with CAST Design Team is a different story.

At CAST Design Team we make an effort to be extremely transparent about our process and the exact deliverables you will receive from our team. The more information you have, the easier it is to make decisions about where to take your business and the easier it is to see how we can best help you find success. In order to make the process of working with a creative team as easy as possible, we’ve outlined a few points about our creative process. Hopefully this will alleviate your stress about hiring a web designer, graphic designer, or working with a creative team in general!

Discovery Session

During a Discovery Session, we want to get to know what your project is all about. We’ll start by having you fill out a questionnaire that gives us some basic information about your project. From there we will take a deeper dive into your project and your specific needs.

Our goal during a Discovery Session is to understand a few different things. We want to know who will be using or viewing the piece that we will design, as well as what the ultimate purpose of the project is. We want to know what you want the user to do and what you’re offering that is different from your competitors. All of this information will help us create a design that is exactly what you, and your client, are looking for.


After our Discovery Session our qualified team will get to work producing a piece that radiates your brand. Once we have a draft of the design we will present it to you for revisions. Communication is key during the Revision stage of our process. Throughout the entire process we strive to act as an extension of your team. This means that we will be participating in constant, quality conversations with you so that we can really understand what it is you like and dislike. Even further, we want to know why you like and dislike certain parts. This honest information helps us create the exact visual story you are looking for. We want you to feel like a partner during the entire process, not just in the revision stage.


Once a project is complete, you will own all of the rights to the project. You can request original files, website access, and just about anything else we have available to you concerning your new design. We can help you implement the design into your growing business by printing any tangible collateral, maintaining your website, or even managing your social media. We won’t leave you hanging after the Launch!


Payment is often the part that everyone is afraid to talk about. But again, not with CAST Design Team. We strive to be transparent when it comes to payment so that you know exactly what to expect. When working with our team, we ask for 50% down and 50% when the project is completed. Basically what this means is that in order to protect both parties, we do not start working on a project until you’ve paid a deposit. We can discuss ideas and suggestions, but we won’t provide a mock up until a deposit has been made. Larger projects over $3,000 can be paid in stages, but all projects must be paid in full before work is rendered. This is for your safety and ours–we want to cultivate great professional relationships and provide the highest quality work we can.


We want to make the process of working with the CAST Design Team as simple and clear as possible. If we didn’t answer your questions in this article, don’t hesitate to reach out and ask!