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.

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

Looking back on my 25 years with SignCraft

It was with great sadness that I learned that this issue of SignCraft would be the last printed version produced. Although I knew… Read More

Making the most of initial-based brands

For most sign shops, company names that use initials can be the most challenging to build brands for. Many clients come to us… Read More

Use the brand to tell a story

We’ve always focused on a more brand-centric approach to wrap design, with the brands themselves playing such a large role in the wrap…. Read More

Marketing ideas for slow times

If I lay my cards on the table, the last several weeks certainly have been quite a rollercoaster, as I’m sure it’s been… Read More

Understanding foreground and background in wrap design

The role of foreground and background in wrap design is one of the most critical aspects in the difference between an effective design… Read More

Your customer’s brand deserves its own unique colors

Whenever we’re designing a new brand for a client, we’re always talking to them about the importance of owning their brand colors. I… Read More

The power of before-and-after

As designers and artistic people, I think it comes naturally for most of us to view the existing logos, signs and truck wraps… Read More

From Blanded to Branded: Don’t blend in. Stand out.

About nine months ago, an HVAC contractor in Jacksonville, Florida, reached out to us to discuss the idea of renaming and rebranding his… Read More