Design in its fundamental form is simply a plan tailored intelligently to bring life into an idea. Design can take many shapes but always must be a balance of function and form.

• Branding - visual elements like Colors, Typefaces, Logotypes, & Logomarks play an important role in creating personality and evoking emotion.

  Cultural elements of a brand support the visual elements and build culture authentically to foster deep relationships with employees & customers.

  • Color - can be tailored to produce strong emotions & associations that any viewer can feel & remember for years to come.

  • Letters - come in many styles and should be selected wisely for the intended use.

    • Typeface - is a set of characters that have been grouped together into an alphabet.

    • Font - a digital file used in computers to output characters of a typeface.

    • Logo - often the combination of a logotype & logomark.

    • Logotype - is the unique word mark that presents the name of the business.

    • Logomark - is an identifying mark that does not contain the business name.

    • Lettering - refers to letters that have been drawn to fit a given size and space.

  • Brand Collateral - is any media used to promote and support sales and marketing of a company. Business cards, website icons, etc. are common visual media.

• Storefront Design - in this context it refers to the design and placement of any and all signage that is visible from the exterior of the physical location.

  • Sign Design - combines color, illustration, lettering, fabrication, and or other specifications to produce any sign. The target audience must be the first thing considered.

    • Copy writing - the process of distilling the message for the target audience. How long will the viewer have to read the sign? What distance will the viewer see the sign from?

    • Layout - the arrangement and composition of copy and formats to create the final design.

    • Format - the shape and size that contains one or more of the design elements

  • Mural Design - refers to the creation of artwork that will be applied to a specific surface often featuring imagery that reflects the brands’ relationship with it customers.