Sunday, May 2, 2010
One of the most trying tasks as a young designer is to develop a look and name for your own design services. Do you use your own name or make up an identity? Do you spell it in all caps or lower case or some composite of each? Or do you just use a glyph like Prince or whatever-his-name-is-now? Then you have to consider; is the domain name available? That done – what about a trademark search? Who knew this would be so much work? And this is before you even sit down to do any design work.
This is your singular moment to express your design skills in just one simple business card. Not to put too sharp a point on it, but it IS the DNA of your entire design career. It speaks volumes about you and your work. If you cannot simply express what it is you do well, why would anyone else trust you can do it for their business? The key is learning to edit your own work. With experience comes more confidence to discard those ideas that aren't working. So you have to learn to discern the difference between the good and the great. Learn to abandon your better ideas in order to arrive at the very best solution. Design is work and requires perseverance and determination. And those that learn how to reject and revise early on, will likely excel. In the words of Don Draper on Mad Men, "I want you to show me more work I can reject!".