Tag Archives: Tutorials

image illustrating objectivity

How to be objective

When running a business, there’s a constant tension between what you think your customers want, and what they actually want. As a fellow business owner, I know this all too well. Your marketing plan is at the center of this struggle. We all think we know what our clients need, and what they expect our companies […]

How To Be Trend Setting

I have been asked before “How can somebody be trendsetting?” The answer isn’t exactly cut-and-dry.  The short answer is this: to be a trend-setter, you have to think differently.  As in, different from everybody else.  Being trend setting doesn’t necessarily mean doing things that are always new and/or different.  Sometimes, the most trend-setting thing you […]

Branding the Transient: Event Design

Branding an organization is primarily an exercise in getting to know a person.  When I am tasked with creating a visual identity for a company or organization, I try to get to know—on a personal level—whoever is the main decision-maker for the company.  Usually it’s the president, sole proprietor or in some cases, a board […]

Inspiration: Eric Gill

Eric Gill was an artst, calligrapher, stonecarver, sculptor and typographer living in England from 1882 until 1940.  He grew to be a highly respected stonecarver and letterer during his lifetime, and produced several still-famous typefaces, such as Gill Sans, Joanna, and Perpetua, among others.  The British Broadcasting Corporation has used Gill Sans for it’s identity […]

Logo Design Part 2

The way I always begin a logo or identity design project is in the purely conceptual arena.  What is design without purpose?  How can we as designers communicate something if we don’t understand our message?  Therefore, the first stage must be some sort of interview – either by actually speaking to the client, having them […]

Logo Design Part 1

You might have been wondering what I’ve been up to the last week or two, and the answer is: Logo comps!  Woohoo!  The part of the design process that is the most loved and most despised by designers.  This is the beginning, experimental phase where you sketch, create, erase, sketch, create, erase, then suddenly an […]


Copyright © 2017 Joseph Cotten Design.