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
Author Archives: Dan Antonelli
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
