GRAF-X Design Suite

What is the point of difference that makes GRAF-X Design Suite sit apart from any other graphic design studio? We genuinely believe in what we do, and care about the design we create for our clients.

We take inspiration from the client to arrive at the best outcome.

What that means in the case of GRAF-X Design Suite is we possess an ethos to imagine and create based almost entirely on the needs of those that engage and trust us.

You would genuinely believe this to be true, regardless of the creative studio a business may engage. But it is not the case. I remember being locked in spirited debate with a peer, where my strongly held view is that as graphic designers our inspiration should be to create items that resonate with the client, clearly represents their business, and engages their customers. My opponent was just as resolute in the belief that we should devise concepts purely from an egotistical craving to accumulate design industry accolades.

My principles have remained steadfast. Sitting down with a client and getting to know their personality, their individual approach to business, their likes, dislikes, and to understand the demographics of their customers is vitally important at the beginning of the design process. Even more so when I meet a client with the emotional attachment of founder and proprietor.

There must be a connection between our clients and what we produce for them. It’s important to me personally that they are proud and comfortable with their branding. Pride and comfort in how their business is presented visually generates added confidence and resolve. Where have we landed when we ignite the business owner, with a fit only bespoke design can achieve, and couple it with the devout activity of their customer base?

We have arrived at that place that makes me feel proud and fulfilled.

And that is the only accolade I require.

James Meale
Director and Principal Designer

GRAF-X Design Suite recognises your logo design is the foundation of your company branding. Without the right logo your company will struggle to be identified and resonate with your customers. With great logo design and associated branding, your company becomes easily recognisable and accepted. Your customers will identify with your company and your product, the more comfortable they feel, the greater their level of trust in your company.

GRAF-X Design Suite understands that a consistent, personalised visual identity is something which must be done properly from the very beginning. Through consultation and a greater understanding of your business, GRAF-X Design Suite creates well targeted, memorable branding that will not only give your company distinction, but significantly increase your visual profile.

While not an exact science, there are proven steps to guide you towards a logo design that is attractive, highly functional and successful.

Logo Design Process
Your logo design is the foundation of great company branding. Without the right logo and overall branding your company will struggle to identify itself to customers. However, with a great logo design, and the right branding, your company becomes easily recognised and understood. Your customers will identify with your company and the level of trust will grow.

Logo Design Colour
One extremely important aspect of logo design is what colours to choose. This is because colour is incredibly important in setting the right mood. Selected shades and tones will impact on the visual personality your company portrays. Various colours connect to different feelings and emotions, so choosing the right colors is a critical step in creating your logo.
For instance, colours you would select for a jewellery store, would be different from colours you would use to promote extreme sports. Because these two types of businesses have very different aspects and customer bases, the colours need to reflect that. The colour options for a store selling jewellery would likely aim for richer neutral tones, whereas an extreme sports company would target much bolder primary colours.

Fonts in Branding
Another important aspect is the font and overall typography used throughout your branding. There are several criteria you should consider. Are you going to display the full title of the company in the logo, or just a select few letters? Consideration should also be given to which font best suits your business. Deciding on the correct typeface is almost as crucial as choosing the color palette.
Different font families and styles will communicate different things about your business. Serif fonts are typically viewed as more formal and traditional. Alternately, if you’re considering a more contemporary look, consider a sans-serif option. Obviously there are many options to choose from depending on the nature of your business. When you look at fonts and different typography styles, make sure that you decide on one that conveys the core focus of your company.

Sending a Message
Your logo design should assist in sending a message to your customers. Consider the Qantas logo. Not only is this a very simple design, it offers a message. The original winged kangaroo symbolised Australia in flight. The Qantas kangaroo has undergone four major face-lifts since its introduction in 1944, now flight is indicated by the placement of the kangaroo within a shape that symbolises the tail graphic of the Qantas fleet. The evolution of the original flying kangaroo into the contemporary version of today sends a message of an advancing modern company, with a proud and extended past.
As you begin to consider the design direction you want for your company logo, and how to brand the business, be sure you think about the message you are sending with your logo. Even if it is extremely subtle, it is very important to send a positive message. Think carefully about how comfortably your target customer will view the logo.

White Space
Too many people decide they want to fill all available space with wording, images, and graphics. This is not the best practice for any design. Allow your logo space to breath, space surrounding a logo and within the logo itself, is crucial to ensure the best overall design outcome. White space helps direct the eye where you want it to focus, it is a subtle component of design that people cannot ignore. Make sure there is some space around the main section of your logo design.

Be Memorable
The entire point of creating a logo and successful branding for your company is that it becomes something customers remember. Ultimately when your customers see your logo, they will be able to instantly recall your company. Ensuring your design ignites customer recall will mean they come to you more readily for repeat business.

Keep in mind that it is possible to have a badly designed logo or branding that is still memorable. However, this is usually the case when design has gone so very wrong that customers find it laughable. Clearly this is not the context you wish customers to remember your business.

Simplicity
Think about some of the worlds most recognised brands. Many well-known company logos are incredibly simple. Apple has a simple, yet very versatile logo. Recognised the entire world over, it is simply an apple with a bite mark. They have been able to use this logo for decades, and through the years the only aspect that they have changed is the color within the apple. This is because this simple logo ensures that changes are easy, the brand is unique, and it is recognisable.

Graphics and Typography
Along with the concept of using a simple graphic, modern brands are also utilising the company name as a brand itself. Google use stylised typography as the primary component of their logo and use this as the foundation to their broader company branding. Companies such as Mercedes Benz retain the simple approach, but include both a graphic and the company name. This helps customers identify who they are dealing with.

Be Consistent
Consistency is what binds your logo and branding package to your business and helps communicate to customers who you are as a company, and what your core service or product is. This consistent use of logo, colours and messaging is important and will help to strengthen your brand identity and drives positive sentiment and trust from customers.

This doesn’t mean that everything must look exactly the same. What it does mean is that a company should strive for visual cohesion and stick to selected standards, such as your colour palette, layouts, fonts and the size and spacing of the logo.

James Meale
Graphic Designer, Brisbane, Australia

Building a brand for your company involves logo design, advertising, brochures, posters, business cards, signage, digital content - but it’s so much more than that. Branding plays a part in the entire customer experience; whether its in-store, on-line or the way customers perceive your company on a daily basis.

GRAF-X Design Suite looks at the big picture. To begin with, your logo identifies the business in it’s simplest form via the use of a mark or icon. Brand relates to the perceived emotional corporate image as a whole, and Brand Identity encapsulates the visual aspects that form part of the overall brand.

While there is not a single, generic formula for producing great branding, basic principals such as fresh and creative approaches and clear communication are paramount. Working closely with our clients we can translate the advantages of their product and services, and deliver contemporary branding, advertising and marketing concepts that accurately present the company to its customers.

Our relationships with our suppliers is one of trust and integrity. Having worked with them for many years, you can be sure of a quality product. We are totally transparent with our clients when collaborating with our trusted partners, GRAF-X Design Suite is focused on delivering the very best outcome for our clients at every conceivable level.

Among others, GRAF-X Design Suite works closely with a network of photographers, printers, writers, as well as professionals in video production, digital content and specialist on-line environments.

GRAF-X Design Suite manages projects as a whole, ensuring cohesive and consistent brand results across all projects. We are, of course, flexible in our approach to source the right solution, project by project, to achieve the best results. We also work with our clients to roll-out projects in a financially sustainable way that considers individual budgetary requirements.

GRAF-X Design Suite has developed a network of highly skilled partners, which means we are able to offer our clients a complete branding solution. Our collaborative partners become an integral part of a project, working seamlessly with GRAF-X Design Suite to achieve outstanding creative results for our clients. The synergy and trust we have established with our partners over many years presents a seamless, coordinated and cohesive package, that is perfectly tailored to individual project and client requirements. It's an approach that enables GRAF-X Design Suite to bring other highly credentialed professionals onboard only when the need arises.