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What to Consider: Logo Design

Branding & Logo Design

In a nutshell, a logo (short for logotype) is simply a graphic symbol used by an organisation to identify its products or services. Your logo is usually placed at the heart of your marketing suite, e.g. in letterheads, business cards and website. With that said, it is extremely important for your logo to be adaptable across different media.

Other things to consider are the importance of your logo, staying on trend and of course, being different, which I cover below:

Make it a priority

A lot of people are so caught up with achieving their business objectives that they forget about their business appearance. Your logo, website and branding is what will give people a first impression about your business, and if that’s not a good impression, then they’re more likely to go elsewhere. Most new businesses only realise this at a later stage – it would help them more if this wasn’t the case.
Make your logo a priority and then focus on whatever you were doing to begin with.
Keep your logo (branding) fresh, be brave and stay on trend.

#Design changes frequently, and so should your #branding. Make your #logo a priority and then focus on whatever you were doing to begin with. Click To Tweet

Keep it fresh

Okay, so let’s say that you did prioritise your brand appearance, but now how do you keep it fresh? It’s easy to get lost in everyday stuff and forget about websites and logos. And that’s not a bad thing, as long as you don’t leave it too long.

Design changes frequently, and so should your branding. If you created a logo and a website a while ago, it will now most likely be outdated, so consult with a designer or a design agency and see how that could be improved. Don’t be afraid to re-brand. Even big brands like Nike, Adidas and Apple change their logos in order to stay on trend. Your business is not an exception. If you would like to read more about design trends, please read my other blog here.

Logo Design & Branding

Make it adaptable

When it comes to logo design, make sure it is adaptable. Your logo should work both in various sizes as well as colours. There is no point of having a logo if people can’t see it! Your designer should always provide an example of how your logo will work in different sizes and colours. If they don’t – ask for it.
Make sure your logos is adaptable so it’s always visible.

Make it simple

It’s important for clients to understand that simplicity is the key to everything. Don’t fill your design with a lot of different elements as this is not what makes a logo good. The more you take away from a design, the better and more effective it becomes. A logo should be simple. A simple symbol can convert a message better than anything else – think of brands like Nike, Target and Amazon for example. There are a lot of logos that are really complex and work, but that won’t always be the case.
Keep it simple… it’s that simple!

Be different, think differently

Research your competitors and see what they have. And then think about how not to be like them! Being different is good. If you have an idea in mind, share it with your designer. They will try to come up with something good, but if you work with them, you can come up with something truly unique.
Don’t be afraid to make your logo different so you can stand out.

There are so many more things to cover when it comes to logo designs but for now, this should be enough to get you started.

To summarise:

  • when it comes to logo designs, make sure you prioritise your logo and brand appearance first
  • keep your logo fresh and don’t let it become too outdated
  • simplicity is good so don’t be afraid to make it simple
  • make sure it is adaptable
  • and most important of all, make it different so it stands out from your competitors

Folding Guidelines

From a design point of view, being a digital marketing agency doesn’t mean that we only do digital – our creative team face many challenges on a daily basis and one of them is designing for print. Folding guidelines

It is true that your business will benefit from having a really good, functional website, a social post or an online ad, but without the physical touch, sometimes the human side of your business can be lost. It is extremely important that, on top of your website and social media, your business also considers printed collateral as a way of marketing your products or services.

One of the most cost-effective forms of printed marketing is the humble leaflet. But when thinking about the finished design, you will have to make decisions on how you want it folded. You might not have realised just how many different options there are!

Folded leaflets come in different sizes and there are number of considerations that you need to bear in mind when it comes to choosing the right one – each type will be better suited to different purposes and the kind of information you want to convey. If you’re not sure, you can always give us a call and we can discuss what’s best for you, but meanwhile, I’ve written a handy guide.

Picking the right fold for your brochures and leaflets is important and requires time and thought. #print #papercraft Click To Tweet

Half-Fold / Bi-Fold

This is the most common fold where paper is simply folded in half. For example, an A3 sheet half folded to A4 sized, A4 half folded to A5, A5 half folded to A6, and so on.

Paper folded in half

Letter-Fold / Tri-Fold

Paper is folded in thirds, with one flap covering the other.



Paper is folded in thirds, accordion style.

Z-Fold Accordian Style

Accordion Fold

Paper is folded into four or more sections, accordion style.

Accordian Fold

Single Gate Fold

Paper is folded with the two outside panels each folding towards the middle.

Outside panels to middle

Double Gate Fold

A GateFold that is then folded in half again.

GateFold folded in half again

Pocket Folder

Pockets are folded up and then the folder is folded in half.

Pockets folded up and folded in half

Picking the right fold for your brochure is important and requires time and thought. If you want to discuss the best way to present your printed marketing, contact us for a chat.

Why clients should follow design trends

I would like to start this blog on design trends with a simple quote by Brian Reed:

“Everything is designed. Few things are designed well.” #Quote #Design Click To Tweet

This has always been one of those motivational quotes I have been inspired by as a designer that has encouraged me to do better. Hopefully this will also inspire you to be one of the few companies or brands out there that want to make a difference and stand out!

Following design trends can raise your awareness of how your competitors are representing themselves both online and outside the internet. By doing that, you can obtain a wider vision of how you want your brand to look, so that it is just as good, or even better than theirs!

This could be achieved by creating something (website, logo, branding, etc.) that uses design trends that people are more familiar with. Everything around us is designed and we all experience it in different ways.

The dangers of not keeping up to date

design trendsOver the years people have become more aware of design trends and it is very likely that your customers have too. Design trends are constantly changing and without keeping up to date, a brand’s can become very outdated. Keep in mind that people can change their minds very quickly based on how your brand looks like.

As designers, we are aware how important it is to keep up to date with the latest design trends, to try and understand them, and incorporate them in our work in order to create a better end result. We always give clients our professional advice as to what is good and what is not, what will work and what will not.

Whilst some of our clients might be looking for projects that follow the latest design trends, others might want something very traditional, and others still might want something that is completely different or totally out of the box.
It is really up to you whether or not you follow design trends, but we think that it is important to always know what is current.

Who the influencers are

There are many websites that can give you insights into design trends and design news. Here is a list of the eight that I personally find helpful and try to visit on a daily basis to keep up to date and, more importantly, to get inspired.


If you would like to talk to us about our graphic design services, we’d love to hear from you! Click here to contact us and arrange to come in for a chat.

Social Media Image Sizes

Social Media image sizesThe importance of social media is huge – it doesn’t only help a business connect with its customers, it also promotes content that people wouldn’t otherwise see.

When posting content on social media, it’s important to keep in mind what the social platform is, and make sure the image you are uploading is the optimal size. Having the wrong size can sometimes cause trouble – if the image is distorted, people won’t be able to see it properly and are therefore less likely to engage with your post.

Photo dimensions vary according to where and how the image is shared – this might include cover photos, timeline images and profile pictures. Size really does matter when it comes to social!

Helpful Image Sizing Software

Sizing images for social media sounds like an easy task, but without the right software, it can take more effort than it should. Having the right tools can save you a lot of time. Here at Cariad Marketing, we use creative software like Photoshop to create all the lovely covers.

However, if you don’t have a Creative Cloud subscription, there are free tools you can use. The one we recommend is B.I.R.M.E – a free online image resizing website which you can access here – We’ve listed below what the best image size for each social network is. However, as social platforms are always changing, please keep in mind that the dimensions may change – these ones are up-to-date as of December 2017.

My advice is that if your business is posting or advertising on social media, it is always best to check the best image dimensions of the social platforms as this will play an important role in the success of your business.
In no particular order, here are the best sizes for each of the social platforms. All the dimensions are in pixels.

Check the best image dimensions for your social platforms as images play an important role in the success of your business Click To Tweet

Profile Picture 180 x 180
Cover Photo 828 x 315
Shared Image 1,200 x 630

Profile Picture 400 x 400
Cover Photo 1,500 x 500
Shared Image 1,024 x 512

Profile Picture 250 x 250
Cover Photo 1,080 x 608
Shared Image 497 x 373

Profile Picture 400 x 400
Cover Photo 1,536 x 768
Shared Image 552 x 368

Profile Picture 110 x 110
Shared Image 1,080 x 1,080

Profile Picture 800 x 800
Cover Photo 2,560 x 1,440

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