Logos & Branding

Finding a balance between creative chaos and best practices

If you already subscribe to these notes then you’ll likely see this new banner on my email header. Why? Because as I consider the current scope of my work and where I see it going, I felt compelled to express these changes in my logo and branding - now reflected here with a new banner on my substack e-newsletter “An Artist’s Notes”.

As much as I love my fox logo, I feel like it only represents a portion of what I create as an artist, which led me to consider all the logos I’ve played with over the years and what a new design should encompass, as well as how to continue playing with multiple logos while trying to present consistent and meaningful branding and engagement for my work.

A brief look at some logo/banner branding over the years

Please keep in mind that I’m a self-taught graphic designer, and am certain I’ve broken a few core no-nos over the years that trained graphic designers would notice and quite possibly deride - like when I thought Papyrus was the coolest font ever! (thankfully not showcased here) I have plenty of other logo design issues, but I hope to improve over time, and have some fun in the process!

I find what is often discouraged by art marketing professionals is the inherent nature of being an artist when deciding on a branding strategy. I would like to suggest it’s appropriate (and even important as an artist) to free oneself of some of the standard marketing best practices (such as simple logo designs and brand consistency) and embrace the chaos in creativity - if not for a more personal and versatile approach to sharing an artistic vision then for a healthy and fun approach to take the pressure off one singular design or concept. Instead of hesitating with new ideas, maybe it’s better to create a logo/banner/background/business card when INSPIRED to do so. SHARE it how you feel compelled to share it. CHANGE it as you feel motivated to do so or as your art changes and grows. I believe you will find followers and supporters in the people who enjoy participating in an honest journey with YOU - however you choose to express yourself creatively - even in your branding strategy and logo design.

This isn’t to say making a plan of action isn’t appropriate and putting in the work to thoroughly consider your brand strategy and update all your related platforms and marketing materials isn’t necessary. However, if you are a singular entity (like me) running your business, then I believe making changes in stages would certainly be understandable and can make even the biggest tasks manageable.

Making an Action Plan

For me - recently I realized I want to incorporate more artistic endeavors under the umbrella of my art business. I finally decided I needed to implement a new overall vision for how I introduce and share my work. With that, as a part of the overall branding, I’ll also need a new logo and website banners (all in a variety of forms and sizes to fit all my online platforms as well as physical products). I also recognize I like creating multiple logos depending on the project and need to find a way to incorporate that instinct instead of fighting it - because, well, not only do I find it fun but I think allowing for diversions in my plan will actually help me stay focused and committed to an overall concept.

I will need to work on all the changes over a period of time, which means writing out a plan of action to stay focused and actually (hopefully) complete the process - even if some points in the plan will overlap in their progress. So - by taking the advice of marketing professionals while also understanding my own creative needs - I’ve started working on the following list of action items.

1. Define my personal and artistic message. Any artist who has struggled with an artist statement will understand the difficulty of this task. I am currently still editing and refining this message, as it needs to be broad enough to hold my entire body of work while also showcasing what’s unique to my art more specifically. As I continue to consider this task I feel grounded enough to work on other steps simultaneously.

2. Choose an image that represents my art and message.
   For this, I have chosen one of my favorite paintings to use as my new branding inspiration, “Bear and Peacock”. For me, this painting represents struggle, transition, and hope while showcasing the painting methods, poetry, and symbols I currently use in my work.

3. Develop a plan for encompassing creative growth within an overall branding strategy. As you can see with my varied use of logos over the years, I enjoy having different representations of my work depending on what I’m creating. My most recent series definitely highlighted this notion for me (as I not only created an overall logo design for the series, I also created collectibles for each finished piece)! The fun I had with the process, though, led me to a better understanding of how I enjoy exploring and sharing my work. As a part of my creative growth plan, I have decided to try to create a new logo concept for each series of art I present. (I may even go back and create logos for past projects).

4. Map out the ways I wish to share my art-making and create a written plan for each method in order to keep myself focused and accountable while allowing my followers to easily choose what aspects of my work and process they want to see. With this, I need to establish the purpose of each method and detail how best to showcase that purpose.

5. Create the appropriate banners & logo design to accompany each online sharing mechanism (website banners, avatars, logo, as well as the message that highlights what is being showcased).

6. Create the appropriate logos and messages to accompany shipments and to include on appropriate merchandise (such as cards and t-shirts).

7. Create the appropriate marketing materials for in-person shows.

For now, I’ll stop here. As I work through the process, I’m sure I’ll find areas to expand and tasks I’ve completely overlooked. After years of working as a professional artist, I still have days shrouded in imposter syndrome, but I have at least learned to trust my instincts and follow the creative path in all its beautiful and meandering splendor. In whatever task or project you may currently be engaged - may you enjoy and trust in the process as well.

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Additional Notes:

Now, there is nothing wrong with looking at recommendations from branding experts for your approach and specific tasks (such as logo creation). Although I can often find such readings daunting, I just try to remember - in the end, I can choose to go forward however I want, in whatever creative way I find most interesting and fun, regardless of any marketing rules. After all, artists aren’t usually much for rules anyway. Just keep in mind - to break the rules it’s good to know them!

Here are a few helpful articles I read while working through the thoughts above, as well as a link to the book (more of a workbook, really) I’m currently processing and highly recommend: Business of Art: an artist's guide to profitable self-employment.

(I do not receive anything for linking to any of the resources below. The information is provided for citation and educational purposes, and hopefully, your enjoyment.)

A Few Recommended Resources

Business of Art: an artist’s guide to profitable self-employment (a book from the Center for Cultural Innovation)

Branding Best Practices by Peter Mendez

16 Logo Design Tips from Branding Experts

7 Principles of Kick-Ass Logo Design by Meg Hoppe

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Need a Creative Boost?

A few inspiring ideas, words, and opportunities for you…

• CraftAdventuresStudio is completing a 30-day art journaling series on Instagram. I love her heartfelt, honest, and creative posts. Follow along to be inspired!

• Artists - Did you know?
  You can apply to be an Artist in Residence at the Grand Canyon!

• The Oregon Poetry Association is accepting poems for their Fall 2021 Poetry Contest through August 31.

• Come Walk with Me: Exploring Why Art Matters - a new book by Roberta Wagner. (Disclaimer: I just ordered it, and look forward to reading it. I really don’t know much about it, but it looks beautiful and inspiring, and I’ll share my thoughts more after I actually read it!)

I plan to keep this segment at the end of each of my Newsletters to share the random assortment of interesting art things that cross my path from time to time. Sometimes it just takes that one idea or opportunity to find a beautiful and creative new path forward when our progress seems stalled.

To continuing the journey!

Cheers ~ Jennifer