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Knotts Design | Graphic Design

HELLO! I'M JENNIFER. I'M A FREELANCE GRAPHIC DESIGNER.

In 2014 I started Knotts Design, a full service print and web design service. Most would think that being a freelance graphic designer would mean that creating my own logo and branding would be a breeze, but this hasn't been the case. I've struggled to create a website, logo, etc between life and client work. I created a quick logo last summer to check the box (shown below) but I'm not in love with it. This summer I decided to stop putting my business on the back burner and have given myself the summer to get my website, portfolio, logo, resume and branding in order to hopefully gain new clients and start to grow my business into my ideal target markets. Below is the original logo I was using for my brand. It's okay, but it didn't say much about who I was or my aesthetic. Also if someone came across this image they would have no way of knowing what it was or what it meant.

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EXERCISE ONE | DEFINING YOUR BUSINESS

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EXERCISE TWO | PERFECT CLIENT

My target markets include associations, non-profit organizations, universities and small businesses. 

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EXERCISE THREE | BRAND QUESTIONNAIRE

What do I sell?

Graphic Design--Print + Web

What three words best describe me?

Creative, organized, dedicated

What three words best describe my business?

Detail-oriented, creative solutions, professional

What three words best describe my style?

Retro, geometric, uncluttered

What are my favorite brands?

Lab Partners, Pentagram, Hatch, Studio Multi, Vignelli Associates, Design Army

What's my customers emotional response to my brand... and the brand experience?

Approachable, satisfied, professional

Where do I see my business in...1 Year?

Gaining clients, website established, branding complete

...5 Years?

Gaining clients, at least one nationwide client, working on more detailed/long projects

...10 Years?

Established clients, at least five nationwide clients, working on more detailed/long projects

Who is my ideal customer/client?

Associations/agencies, non-profit organizations, universities, small businesses

What's my brand name?

Knotts Design

EXERCISE FOUR | LOGO DESIGN BRIEF

My brand name:

Knotts Design

What I do/sell:

Graphic Design Services

My target market:

associations, non-profits, small businesses

Three words that best describe my brand and products:

approachable, retro-inspired, un-cluttered

Existing logos I like and why:

https://www.pinterest.com/knottsdesign/knotts-design-logo-inspiration/

My competitors are:

Other graphic designers, online templates, in-house designers

Color preferences:

Blues, grays

UPDATE 2016

Fast-forward a year and my logo/branding is complete. I used the previous logo as a jumping off point to move forward. I wanted to keep the dark navy color, in addition, to the knot which I like as a visual for my last name.

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This was my first version which I liked but knew it could be better. After getting feedback from others I decided to make a few revisions but keep the overall look and feel.

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I present my new logo. I think it does a great job of introducing me and who I am to potential clients. I also created a pattern that I have been using for branding purposes (i.e. website background, business cards, thank you notes, etc.).

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