*The second annual York Design Week is happening 24 October - 1 November 2020. A group of 26 emerging and established creative graphic designers, illustrators and artists from York are exhibiting an alphabet of illuminated letters at York's famous Museum Gardens.*

Twenty six A2 prints each featuring a letter of wood type, shall be displayed in a trail around the Pavillion Lawn in York's beautiful botanical gardens. This Covid-safe outdoor art exhibition is inspired by the wood type manufactured by DeLittle on York's Vine Street until the 1990s.

York graphic designer, Abell Design was honoured to be selected to contribute an illuminated letter. Until the exhibition opens, the artwork remains top secret, so you'll have to go see for yourself to discover which one Abell illuminated.

The exhibition will run 26 October - 1st November and looks to be a pleasant activity for all the family.

After the exhibition closes, the prints will be available to purchase by online auction, so if you miss out on the event, you can at least take a piece of it home with you.

For further info, check out[ York Design Week's programme.](https://www.yorkdesignweek.com/programme/alphabet-illuminate)

Abell Design to be in exhibition at York Design Week

*Midway through a logo design project, I realised that the style I was working in, was visually similar to the last logo I designed.  For the last decade as a graphic designer, the concept of having a personal style has eluded me. I could see that my work was generally minimalist.*

But a style? Or even a niche? That was for illustrators. Or those creatives who did artistic things with caravans or taxidermy. My work is corporate. A lot of people like it and I always hoped one day I’d get to work with a solicitor. No-nonsense, functional, business-first design.

Back to the task in hand. A minimalist line-drawn logo. The last one I did was well received by the client and my online following. Is this my style, or am I becoming a one trick pony?

The new logo was looking good, so I ran with it. Thankfully, the client loved it too.

Now here’s the quandary, what do I do next? Perhaps I should intentionally create anything but that style. However, my business brain whispers that clients come to me for my aesthetic. They have expectations. If my next logo is delivered by the medium of cross-stitch, I’d have explaining to do.

A fair compromise would be to challenge myself in other areas. Use a font which I normally would not *(hello there, serifs)*. Find inspiration from somewhere unexpected. These variables would ensure I progress without needing to reject the thing I do well. As long as the client's needs are met, perhaps getting there by the long road will be better for us both.

*Grace Abell is a graphic designer in York. She’s designed for Royal Mail and [National Geographic](https://abelldesign.co.uk/travel-designer-york/), but she wishes she had designed a Rolling Stones album cover. See [more of her work here](www.abelldesign.co.uk).*

Establishing a Design Style, or Stuck in a Rut?

*Selecting a design studio for your company’s visual identity is sometimes not easy. Each has their own style. Identifying the degree of expertise is the key to gaining branding which will add value to your business.*

It’s not cool to talk about logos. In 2019, [Doritos intentionally ran an ad campaign without a logo at all](https://www.thedrum.com/news/2019/08/26/doritos-removes-the-name-its-logo-appeal-gen-z-another-level-campaign). It’s all about *brands* these days. Your brand is what other people think about you. If I’m in the business of generating these thoughts, I intend to make them the best possible for my clients.

Logos are still a vital part of a brand, and frankly, I’m very good at designing them. Therefore, I’m writing about logos.

I have designed many logos across a variety of industries, and throughout I have adhered to an unbreakable golden rule. Following this ideal ensures my clients stand out from the crowd.

The rule is: a logo should always be recognisable in black and white.

***Why?***

Let’s travel back in time, to when your dad had a full head of hair. Black and white was the default for printing documents. Fax machines were the corporate buzz. Desktop print was in its primitive stages and the unreliable colour quality wasn’t worth the expenditure. Reproducing a logo consistently across communication, marketing, signage and screen can be a challenge even now. Throw in a dot matrix printer or a ‘90s website, and brand identity could become brand inconsistency. Having a logo which could be reduced to black and white didn’t cure these problems, but it could act as a sticking plaster.

***But times have changed; technology has moved on: why should a logo still look great in black and white?***

Firstly, there are still many possibilities for branding which require a single-colour logo *—* vinyl window adhesives, screen-printed items, books, eBooks, till receipts etc. Of course, not all businesses foresee purchasing these items, but it’s far better to be prepared for any eventuality, than to attempt a costly retrofit.

Next, imagine your printer runs low on cyan and prints your logo in a different colour. You’re in big trouble if it suddenly resembles another brand. If your logo can be reduced to greyscale and is still recognisable, you’ve struck gold. You own something unique which represents your business alone.

Finally, consider all the variables of a logo design. There’s shape, texture, colour and styling. The three latter aspects are often trend influenced. One year, watercolour logos are in, the next year it’s 2D minimalism. A great logo will survive years, not seasons. This is achieved by a pristinely rendered form.\
\
Technical drawing skills are vital. Designers who understand quality of line, the power of negative space and the impact of scale are the ones who make memorable brands. Think of Nike, McDonalds and Apple. These are brands which work hard to generate profit for their companies. You can imagine these logos clearly because they are drawn perfectly. Even without any colours, they are iconic in black and white.

**Now you know my secret, I’d love to talk with you about your brand.**

**[www.abelldesign.co.uk](http://www.abelldesign.co.uk/)**\
**[grace@abelldesign.co.uk](mailto:grace@abelldesign.co.uk)**

Grace Abell is a graphic designer from York, UK.

My Golden Rule for Brand Design

*How do you choose your clothes? Do you reach for the closest item in your wardrobe, or rummage through for the perfect item, for the person you want to be that day? Will a tie be needed for a meeting with a fellow CEO? Does a designer watch make you feel more professional? Do your trainers make you feel like you can run the world?*

These outfits will make you look and feel different, and they will change how people perceive you.

This is exactly why branding is important. It is apparel for your business. Your company will be presented to your customers wearing its smartest outfit. You have the power to control how your ideal client perceives you through the power of graphic design.

Returning to the clothing analogy; are you wearing all the same clothes you wore ten years ago? It’s unlikely. Your favourite pieces will wear out, your gym sessions have paid off and you're feeling trim, or your responsibilities have altered. Your business has had a record year. Perhaps you’ve just been promoted and want to wear clothes you feel confident in.

When you are a few years into your business journey, you won’t be in the same position you were when you started. Your skills have improved, you have learned who your audience is, and your logo doesn’t represent you any longer. Undergoing a rebrand is a key way of presenting yourself in the best light, so you can attract your perfect customer and command the income you’re worth.

When you’re looking for a new outfit, you know a handful of shops you can rely on. They make clothes which fit your lifestyle, size and age group. Finding a branding designer is just like that. There’s fun to be had to browse the websites of graphic designers. You’ll be able to identify the style you want. Abell Design creates elegant, geometric logos which have a strong corporate style. Other designers are more feminine, or illustration-based, which might be preferred by different types of business.

Great branding which is personal to your business takes time to get right. When you hire a designer, you aren’t buying a logo, but years of experience, training, specialist software and business acumen. Ask for a personalised quote and if you have a budget in mind, be open about it. A brand to be proud of will make you money, you’ll feel great about your business and enable you to achieve greater success.


*Grace Abell is a graphic designer in York. She has just launched a creative studio and currently has openings for your branding and communication design projects.*

Contact Grace:

Email: [grace@abelldesign.co.uk](mailto:grace@abelldesign.co.uk)

LinkedIn: [http://linkedin.com/in/​grace-abell/](http://linkedin.com/grace-abell/)

When is the right time to rebrand?

*Co-inciding with Abell Design's fifth birthday, I'm proud to announce that I've opened a design studio in York.*

I have moved into The Drey at 16a Heslington Road, York, which is tucked just behind the Barbican, and a short walk from the famous city walls.

My studio mates are illustrator [Elena Skoreyko-Wagner](https://www.elenastreehouse.com/) and book designer [Sarah Whittacker](https://whittakerbookdesign.com/), plus Neptune the greyhound. 

While Covid-19 is halting things such as opening parties, all my clients are welcome to say hello, take a look round the studio and grab a coffee and cake at Bison, conveniently across the road.

Now Open: York Graphic Design Studio

*After a brief, providing feedback to your graphic designer is the most powerful tool you have to achieve the project you want.*

It's important that you remain analytical and rational at this stage. Simply saying 'I don't like it' to your designer isn't helpful, as that implies that it's a matter of taste and not function. 

Give instructional guidance, for example 'move the logo to the top left' or 'can we try this in purple' is far more effective.

Read the brief you agreed upon at the project commencement. Does the proposed artwork align with that? If not, emphasise which aspects of the brief are most important to you.

Don't ask family or friends who aren't connected to your business for advice. If they haven't read the brief, their opinion won't hold water with your designer.

If you provided the copy, the spelling and grammar errors are yours. Clients who blame their mistakes on their designers aren't prioritised for future projects. It's unfair on the designer and makes you appear to shirk responsibility for your project's success.

Hire a proofreader who can act as a third pair of eyes. Proofreaders don't just hunt spelling errors, but often suggest better ways for copy to be written. They'll also look out for errors in photographs or other graphics used. 

Be kind and honest. Amendments are part of every project. Designers are professionals, so we don't take error requests personally, it's just a part of the job. 

Finally, listen to your designer. Ask questions on why they've done something a certain way. They'll certainly have a reason for making every design decision. Trusting their expertise is why you hired them in the first place. 

\------------------------------------------------------------------------

Grace Abell is a brand and communications designer in York, UK. See more of her work at [www.abelldesign.co.uk](www.abelldesign.co.uk)

How to Provide Useful Feedback to a Designer

*Transport expert Beate Kubitz needed a logo design to use on her website and stationery. Beate worked with York graphic designer Grace Abell to create her personal branding.*

A marque using the client’s initials emphasised the individual, while the interlocking monogram references transport systems. This is an understated, sophisticated logo which is fit for purpose online and in professional documents. This logo scales beautifully and can be read as a small icon, or can be paired with the text in a customised version of [Futura](https://fonts.adobe.com/fonts/futura-pt) for full impact.

*“I was really impressed by the way Grace quickly understood my work and developed a beautifully simple and elegant branding solution to reflect it. We set a schedule and she kept to it perfectly. The logo Grace developed has helped draw the elements of my business together under one brand and adds gravitas to the website and my business cards.”*

[— Beate Kubitz](http://www.beatekubitz.com/)

*Abell Design is a York graphic design studio headed by Grace Abell. [See more of her work here.](htpps://www.abelldesign.co.uk)*

Logo Design for Transport Consultant

*If you're going to make a success of a design project, time management is the most effetcive way to achieve results. Here are my top ten tips for designers.*

1. **Write a detailled brief.** 

   Clear communication at the start of a project can save hours of time which might be wasted. Find out how your client prefers to communicate. Take notes and write a highly detailled brief. I like the core of my client communication to be in email, so I have something to refer to. However a conversation on the phone or by Zoom, nuances are often inferred which can be vital to a project's success. This will ultimately point the direction of your project. You don't want to waste time by following incorrect messaging.
2. **Be honest about when you're available.** 

   While all freelance designers are eager to please a new client, don't tell them you have availability if you simply don't. We all have busier and quieter periods of work. Be honest about your current bookings. The right client will be happy to wait to work with you. 
3. **Be realistic about how long a project may take.** 

   Look at previous projects and take note of how long they took. If you have a timing app, that's great. For a 12-page brochure for a luxury product, I recently made time for two days design work, plus one day of amendments. Realistically, there were more amendments than anticipated, so in the future, I'll quote for an extra day's amendments. 
4. **Set a deadline**

   Deadlines are important to ensure that everything promised is completed on time. Write an expected timeline of activities in your contract, so both parties know when to expect the work to be done by. If the client takes longer than expected to provide feedback, ensure that you have some flexibility written in, so it doesn't create a domino effect.
5. **Plan for how you'll use your time effectively**

   Once you have a project length and deadline in place, before rushing to the drawing board do the following; consider your project and the best way you can use your time to create an exceptional piece of design work. For example, I once designed a four-page brochure which would be posted through letterboxes in one area. To grab the recipients' attention, I devoted 50% of the allocated time to creating beautiful hand-drawn lettering for the front cover. The smaller details such as text and image layout weren't as important as creating a powerful front cover. 
6. **Communicate with your client during the project**

   Before the deadline hits you, if you spot anything which means the project is taking longer than expected, be open and honest. Most clients will be understanding and then you can agree by email how to proceed. Don't leave this until one day to go. 
7. **Deliver as promised**

   Don't miss a deadline, it's that simple. If you need to, postpone a service which can come later in the process, such as proof reading or kerning. But if a client is expecting the core of the work to be done, just deliver. 
8. **Allocate time for amendments**

   Amendments are sneaky things which we all expect will take ten minutes, but in fact can absorb hours of time. Especially if it involves downloading additional files or doing complex Photoshop editing. Charge your clients fairly for this, as you'll probably be juggling amendments with new projects at this stage. 
9. **Save time where you can.** \
   Use the tried and tested ways of saving time. Keep your brain focused by using a list or [Trello](https://trello.com/) board. Plan out your day and list the results you want to see by 5pm. Use the [Pomodoro Technique](https://en.wikipedia.org/wiki/Pomodoro_Technique) for taking short, regular breaks. My favourite efficiency podcast is [Before Breakfast](https://lauravanderkam.com/before-breakfast-podcast/) by Laura Vanderkam
10. **Get comfortable with saying no**

    If you have a gut feeling that you might not be the right fit for a project, it's totally OK to say no. Perhaps the client wants a different style of work to one you provide. In that case, refer them to someone who can create the work they're after. Or if they want a project completing by the end of the week, but you're booked up for the next two months, they won't be worth squeezing in to a packed schedule. 

\----------------------------------------------------------

Grace Abell is a brand and communications designer in York, UK. Take a look at her work at [abelldesign.co.uk](abelldesign.co.uk)

Time Management Tips For Designers

*After a branding project is complete, you should be rightfully proud of your new logo. It’s a unique emblem of your business, and any graphic designer worth their salt will create something original for you.*

While a licence for copyright will be already arranged between the designer and yourself, trademarking your logo is your responsibility. ­

It’s not a legal obligation to register a trademark, but it can certainly help, especially in cases when a competitor’s brand is too close for comfort.

Additionally, you’ll be able to place the ® symbol alongside your logo, which signifies that the use of your logo design is yours alone.

You may be a startup now, but your business will achieve success over time. Other businesses might desire to collaborate with you. Registering your trademark will mean that you can licence your logo for use on products, packaging or on a multitude of other items by franchisees.

**How to register your trademark**

A great tip (which I use) to ensure that nobody else has a similar logo design to you, is a reverse image search in [Google Images](https://images.google.com/?gws_rd=ssl). While it feels rudimentary and has no guarantee of catching every occurrence this is a very powerful tool for avoiding embarrassment.

If nobody else is using your brand, you can breathe a sigh of relief and thank your graphic designer.

Now, check that nobody else has trademarked your name or logo.You can do this in the UK via the [gov.uk](https://www.gov.uk/search-for-trademark) website. [](https://www.gov.uk/search-for-trademark)

There should be no matches within your industry. If there are some close matches, there may be trouble attaining a successful trademark registration. So, at this stage, work with your designer to ensure that your logo design is truly distinctive.

­The most convenient way to register your trademark is online via the [gov.uk](https://www.gov.uk/how-to-register-a-trade-mark) website[](https://www.gov.uk/how-to-register-a-trade-mark).

**How long does registering a trademark take?**

If there are no queries or concerns to slow the process, registration takes about four months.

Your trademark registration is yours for a decade. After ten years this, you will have to apply for renewal. This is a perfect time to assess your brand design and consider what you’d like to remain trademarked and what items need refreshing. [Get in touch with me](https://www.abelldesign.co.uk/contact) if you’d like to do that.

**The cost of trademark registration in the UK**

The fee for registering a trade mark is made up of different parts, depending on your needs. Expect to spend in the region of £200 in total. While this is certainly not inexpensive for a startup business, £20 a year to protect your brand is worthwhile compared to the losses you could make to a competitor trading off your hard work.

Finally, it’s good to bear in mind that there are a finite number of shapes, images and words which comprise a brand design, don’t sweat if another business is looking similar to yours, but is outside your industry. If you’re not competing for business, a co-incidence isn’t ideal, but is unlikely to concern the Patent Office.

*Abell Design is a graphic design studio in York UK. I specialise in design for brand and communications. [Take a look at my recent work here.](https://abelldesign.co.uk)*

Trademarking a Logo Design

*A York-based graphic designer has secured and delivered new branding for The Rowland Hill Fund – the national Royal Mail charity which supports postal workers in times of need.*

Grace Abell of Abell Design who runs her business from her studio on Heslington Road was approached by the not-for-profit organisation after they became aware of her work from previous Abell Design clients, including National Geographic Traveller, University of York, and Oxford’s Story Museum.

Grace says *“I started Abell Design six years ago working with independent businesses. I aspired to work with great brands, however expected they would be unattainable as larger organisations often hire multi-disciplinary agencies over independent creatives. Over the last two years, I have seen a shift in bigger names partnering with freelancers like myself. Creating user-friendly, trustworthy brands guarantees my clients will profit for years after their initial investment. Working with The Rowland Hill Fund has been a dream come true and I am looking forward to seeing how the charity blossoms throughout 2021.”*

The [Rowland Hill Fund](https://rowlandhillfund.org/) is [Royal Mail’s](http://royalmail.com/) charity, providing financial support for postal workers through difficult times. The London-based charity worked with York designer Grace Abell on its rebrand.

A new logo, strapline, colour palette and charity icon were created. While operating independently of Royal Mail, the rebrand needed to retain a visual relationship between the two organisations. To do this, Grace used the Royal Mail’s font and its world-famous bright red as the basis of her work.

Finally, an icon which communicated the Fund’s offering was designed. Including the iconic red pillar box was non-negotiable. Grace’s passion for quality technical drawing was put to work, and this icon was crafted using only two continuous lines.

Fund Manager Grace Owen commented *“The Rowland Hill Fund was delighted to work with Abell Design to update our branding. As the charity for postal people, we support hundreds of frontline workers every year. It’s vital we communicate effectively, to encourage both new beneficiaries and donors. Our new branding is perfect for both audiences, and we hope to increase our donations in 2021.”

Grace ends *“Despite the ongoing pandemic, I have been able to keep operating despite my husband and I having to initially juggle parenting when the nurseries were closed during the first lockdown. My aim during 2021 is to continue focusing on brand and communication design, I have a few irons in the fire for the new year, so I am hoping to work with a few more household names as well as independent businesses across York and Yorkshire.”*

*\------------------------------------------------------------------*

*Grace Abell is a graphic designer based in York. View more of her work at [www.abelldesign.co.uk](abelldesign.co.uk)*

York Designer Delivers for Royal Mail Charity

*You’re in the process of starting a business and you know that you need to hire a graphic designer to design a logo and create your brand.*

You've got a handful of graphic designer recommendations from friends. Now is the time to see which design studio is right for you.

There are benefits of widening your search to find the best designer in the world. After all, visual design is something which transcends language barriers.

However, this depends on your business. Is it a location-based business, or are you hoping to reach an international audience?

If you are location-based business, such as an office, studio or shop, hiring a graphic designer local to you is probably the best solution. Why? Because they will know your local area, target audience as well as your competitors.

However, if you are looking to reach clients worldwide with your product or services, finding a logo designer globally might be the right call. But the emphasis in the brief will be on hiring a design studio with a track record of creating for a similar market, or for a particular skillset (e.g. a certain illustration style).

There are risks to working with an international designer which are worth considering. If they don’t speak English well, a complex creative brief might not be received as clearly. 

Trends and tastes also vary widely between nations. What is considered stylish design in Dubai may be seen as gaudy to discerning design eyes in Yorkshire.

Additionally, not everywhere has the same resources. As I learned while [designing a logo for an international company which traded between Uganda and the UK](https://abelldesign.co.uk/branding-design-for-rwenzori-coffee-company/), the signage in Uganda was all hand-painted, therefore my digital logo design in York had to be easy to redraw freehand in Uganda.

There are other benefits of hiring a designer from your region. Economically, your money will stay for longer in your area, which will positively impact local prosperity. If you’re intending to grow a business in a certain place, you would be morally justified to spend your money there too.

***What if you’ve seen a designer you absolutely love the work of, but they live hundreds of miles away?***

Engage with them and ask for an estimate for your design requirements. You will be able to test the water as regards to your working relationship without committing to anything. You'll then be able to weigh up what kind of service you'll receive in comparison to someone closer to home. 

**Working with a nearby designer will also add to your social power.** 

Once your project is complete, your graphic designer is likely to post their work on their [social media accounts](https://instagram.com/abell_design/) and on their portfolio website. This will raise your brand awareness within their network for free! Your local designer will connect you with another quality freelancer such as a printer or website designer. Additionally, your graphic designer is likely to recommend your business to their contacts if you work well together.

There’s awards to be won. If you create stunning print or digital design together, there are many different awards ceremonies in design, marketing and other industries where your project can gain press attention for you both. Who doesn’t like the idea of bringing home a gong as the mark of a successful project? \

However, press attention can be also created with a longer-distance relationship too. This summer, my design for [National Geographic Traveller](https://abelldesign.co.uk/case-study-6/) was featured on [IPSE's Self Employed Showcase](https://www.linkedin.com/posts/self-employed-showcase_in-july-2019-freelancer-grace-abell-provided-activity-6717399711482945536-FKZL) on [LinkedIn](https://linkedin.com/in/grace-abell/). This updated my connections with my news, while promoting a very successful event to a wider audience.

Finally, staying close to home means that your designer is easily accessible for a meeting. If you're looking for a York graphic designer, my clients are welcome to visit my design studio at Heslington Road in York. We can do creative thinking over coffee and cake, which certainly beats *another* Zoom call.

*Grace Abell is creative director of Abell Design, a graphic design studio in York, UK.*

**[https://www.abelldesign.co.uk](https://abelldesign.co.uk)**

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