Mood Boards

Mood Boards

“What’s the point of doing a mood board?”

I was talking through my brand design process with my sister in law over the weekend and she helped me to realize that the purpose of a mood board isn’t as obvious I thought. So here’s my quick explanation:

In short: mood boards bring clarity.

A mood board is a collection of images, textures, colors and concepts that summarizes the brand we are working on in a “snapshot” format. The mood board helps us (the client and myself) to figure out the visual style and direction of the brand before we start work on the actual logo.

Designing a mood board wasn’t part of my logo design process at first. After including this step, we see much better results when designing logos for clients: more concepts are right the first time, and development the rest of the brand and website using the mood board as foundation leads to a more cohesive brand and smoother proofing and reverts process.

A Legacy of Graphic Design

The ancient art of the side hustle

A story about my grandfather’s freelance career as a commercial artist.

Back in the early 1930’s, a young man named Albert came to Port Elizabeth to study teaching and art. Unfortunately, the finer details of this story have been lost over time. The old college has changed names many times over the years – It is currently called Port Elizabeth College.  

He grew up in Natal and studied without any financial support from his father (who wanted him to work on the farm and not waste time on scholarly pursuits). Even when he was still a boy in primary school, he displayed a talent for typography. During the school terms, he would freelance at a sign-writing company and buy himself a bicycle to get around. At the end of each semester, he would sell his bike so that he could afford the train ticket to go home for the holiday. 

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