Introduction There’s a critical moment in the life of any business: the day the carefully designed logo begins to be used in reality. It appears stretched and distorted in a sales presentation; on social media in a color that isn’t the original, or against a complex background that renders it completely illegible. Many business owners […]

Introduction There is a persistent belief that graphic design is a purely decorative discipline, a final step where one simply applies “pretty colors” or attractive shapes to a pre-existing idea. However, for the professional designer, aesthetics are merely the tip of the iceberg in a deeply analytical process. Designing is not decorating; it is solving