Author Archives: Dan Antonelli

Dan Antonelli owns KickCharge Creative (formerly Graphic D-Signs, Inc.) in Washington, New Jersey. His latest book, Building a Big Small Business Brand, joins his Logo Design for Small Business I and II. He can be reached at dan@kickcharge. com. Dan also offers consulting and business coaching services to sign companies. For more information, visit On Instagram: @danantonelli_kickcharge.

Building an identity one step at a time

I’m often asked about the process of building some of the logos that we create. Do I have an image in mind before… Read More

Marketing your business: Perception is everything

How the customer perceives you and your business is a critical part of what you will be able to sell to them. If… Read More

A picture is worth 1000 words: That’s 995 too many for a vehicle

I distinctly remember reading about some of the great sign painters who graced the pages of SignCraft back in the late 80’s. They… Read More

Is the customer always right?

The old saying goes “The customer is always right.” And I suppose, generally, in certain businesses, that might be good advice—to a degree…. Read More

Custom type can set a logo apart

With the thousands of fonts available for designers, you would think you’d always be able to find the exact typeface needed for your… Read More

Simple wraps deliver a more powerful message

Vehicle wraps—whether on vans, cars or box trucks—present a unique opportunity to get your client’s message out in a visually powerful medium. The… Read More

Creating logos with a retro look

My favorite genre of logo design is retro logo design. They just seem to be so much more fun than corporate logo design—and… Read More

How logo design can help redefine your business

The need to diversify your product offerings has never been more important. The more things you can offer your current clients, the better…. Read More

Rethinking fleet graphics: Variety helps reinforce the message

The “rules” of fleet lettering are pretty consistent for most business: You have a fleet of vehicles; they should all look identical. Generally,… Read More

Back to basics: Keep your logos clean and simple

With so many easy-to-use filters and special effects now available, it’s easy to get carried away with adding all sorts of bells and… Read More

5 steps to great logo designs

At my agency, we’re fortunate to get a very wide range of logo design work—from the landscape company to the computer consulting firm…. Read More

Seven sign industry challenges—and how to capitalize on them

Why sell design? Helps distinguish your shop among competitors Puts focus on the importance of design rather than the physical aspect of signage…. Read More

Mockups sell designs

More tips to help you get the logo approved Communication: Have conversations up front about who their new logo should be targeting. Find out… Read More

20 years, 20 tips

In the summer of 1995, I officially registered my business, opened a business checking account, bought some paint and a plotter, and started… Read More

Logo design: Who is your target audience?

As logo designers, we’re often asked to balance the perceived requirements or design parameters of the business owner with the needs of their… Read More

Ask the right questions to speed the design phase

When it comes to finalizing a design for your clients—whether for their sign, truck lettering or logo—the sooner you can get it signed… Read More

Reuse their logo or create a new brand?

As designers, we’re often asked to create new logos based on a client’s existing logo. Oftentimes, the logo has not previously been designed… Read More

Overcoming the “I Don’t Need a Logo” syndrome

One of the changes I’ve seen in my business as I’ve transitioned from a sign company to a full service graphic design agency… Read More

You’re only immortal for a limited time

This February, at age 50, I found myself faced with a serious health issue. I learned I needed double bypass surgery for my… Read More

6 steps to a successful, creative brand

While getting to the finish line of any project is always rewarding, the process itself is always rather enjoyable as well. The idea… Read More