Three signs your logo is due for a refresh.

A logo is one of the most important branding aspects of your business, but what if your logo is not working for you anymore? Would you know? Here are my three questions to ask yourself to determine whther you need a logo refresh. But first, let me explain what I mean by refresh... I don't necessarily mean a complete overhaul that's a bit drastic (although in extreme cases quite necessary).


Over time your businss can change and evolve, that's cool! When I first started my business eight years ago, I was designing invitations with a business name of Donna's Creations. Although it had my namesake, I didn't feel it was the right direction for me. I am a qualified graphic designer! I studied long and hard to become a graphic designer - not to design invitations! So I went back to what I know best and what I loved doing... LOGOS AND BRANDING! So I changed my business model and refreshed my branding to suit my target market and DESIGN CAPITAL was born! Since then my logo has changed slightly over the years, but still recognisable as Design Capital. It's nice to keeps things a new pair of shoes!

So if your business has evolved and not it's not what it was when it started, it may be time to refresh your logo to make it match your current values, services and/or products. 


If your logo is older than five years old there is probably a good chance it's out of date... Just like everything, design styles go out of fashion, for example, drop shadows and shiny bits and 3D looks were all the rage a few years ago, now companies are opting for a flatter and cleaner look to their logos (I actually notice this a lot with cereal packaging! maybe it's just me that's noticed things like that!). Also customers could perceive a business as out-of-touch with modern practices. Do you keep the same phone for more than 5 years? In most cases NO! Do you have the same hairstyle for more than 5 years...probably not! So why wouldn't you update your logo too? Keep things fresh, shake it up a bit...get excited about your business again and inject some life back into a dusty, tired old logo! Don't get me wrong, I'm all for timeless designs, but there is nothing wrong with a refresh to keep things exciting and fresh.


Ok well this one is interesting and I don't want to speculate on why you don't have the correct files or don't have the files at all! They could have been on that old computer you had five years ago. Or in some cases you may not have EVER had them or had competely useless files. You may have had a logo designed and only ever received .jpg files. Ideally when you have a logo designed by a professional you should get at least a few different versions of your logo, for example when I design a logo, included in the price the client will get a jpg and transparent png file, as well as a vector (that's going to be another post) .eps file and vector pdf. I would also usually supply a few different layouts of the logo for different uses, obviously, a long logo is not going to fit into a square space.  

Anyway, if you don't have these vital files, you will need to have your logo re-drawn by a professional so that you can continue using them. And while you are at it, why not give it a refresh.

As refresh should as simple and as subtle as maybe a font change but still keeping the essence of the logo. Some companies are even opting for removing some detail. The Google logo is a really good example of the evolution of a logo and it was quite subtle over the years and you may not have even noticed it happened. see below. 

Find more information about the google logo and Image sorted from

Find more information about the google logo and Image sorted from

*Disclaimer: I'm a great graphic designer, not a copywriter - spelling and grammar is not my thing. See this post for what it is...An extremely passionate graphic designer, that wants to share her knowledge with you (possibly with a couple of spelling mistakes)!

Don't let your ego get in the way of your brand.

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Consider your target market very carefully. I have heard people say to me in the past that THEY love THEIR logo, but THEY are not THEIR target market and their business has suffered because of this.


When defining your target market you should consider: 

  • your current customer base and past customers
  • check out what your competition is doing - who are their customers? Sometimes its easier to look at your competition and figure out who they are marketing and who have they missed? 
  • think about their demographic, age, location, gender.
  • What about their personality? values? and interest?
  • It may even help to create a persona for your target market, give him or her a name, this will keep you on track and focused. 
  • and remember that YOU are not necessarily your own target market. 

These are the types of questions I will ask before I design your logo and really get a good understanding of your market and its objectives because what I truly want for you is: a brand that offers you the opportunity to enjoy effortless success while making a profound impact on the people who matter the most. Your customers. And I can help you do just that.

A logo could make or break your business. Please don't leave it to an amateur.

swapping ski gear for surf gear


About 6 months ago, we made the (probably) spontaneous decision to move away from our beloved Canberra in search of a warmer lifestyle on the Gold Coast...I know! Crazy right? Well, not really, It kind of made sense to us. We go to the Gold Coast at least a couple of times a year. My hubby can work out of any airport and my business, Design Capital is portable, so why not! 

Let just talk abut "portable" for a second... The most awesome thing about living in 2017 is the internet OMG how awesome is it? You could be lucky enough to be working for yourself but feel constrained by location or you could be working for someone else in a boring uninspiraring office...WHY? when we are so lucky to be in 2017 and have the ability and technology to work ANYWHERE! ...gone are the days that you need to go into the office for boring waste of time can Skype in your PJS on the beach! 

So basically this was the deciding factor for the move to the gold coast...Lifestyle! Don't get me wrong, I still consider myself a Canberran and Canberra will always have my heart, but for now I'm happy working out of to my frangipani aroma filled office over looking my pool...who knows where we will be next year! 


So, I have some news!! a few weeks ago i got asked if I would like to do some teaching! Teaching graphic design at CIT....and I said YES!! Its only one class twice a week and shouldn't interfere too much with my Design Capital clients, so don't panic!!  I have been a graphic designer for almost 15 years, I never really considered my knowledge to be on any value, Its just something I do and don't even think about... but it is valuable and I have so much to offer and anyone who knows me or has worked with me knows how passionate I am about graphic design! Im really excited (and a little bit nervous) and can't wait for my first class this Monday! YIPPEE!!

As well as the teaching I will also be a student, as part of the teaching conditions is that I have a Cert4 in training and assessing, so the next few months are going to be quite full-on and exciting until I get my head around it and find my new normal.

CWB - business woman of the year.

Well, its finally happened, just in the nick of time (cut off was tonight) I finally put in my application to enter the Canberra Women in Business Awards for the category of Business woman of the year. This was actually a huge thing for me, I know if doesn't really seem much and it probably seems weird me blogging about it, but it's a huge deal for me. It would of been easier if I didn't apply because then I wouldn't win and to be perfectly honest I am more scared shitless of winning than I am if i don't (at least I won't have to go on stage and actually say something).

Im really proud of my application, its honest and straight from my heart, I took the time to really think about my business and where I wanted it to go in the next few years, and things that I think I need to work on.

So tonight I'm actually celebrating the fact that I entered, sometimes its good to step out side your comfort zone and just go for it! 

Win or not, its a win for me anyway. :)

my Social Media love/hate affair.

If you are like me you probably feel a bit overwhelmed with social media choices, or you just have no idea what is for what. I hate missing out on things so I feel I needed to be on EVERYTHING… but that just makes thing worse and I panic in the middle of the night thinking OMG I haven’t tweeted to my twitter in ages.

Well, I will tell you what I like and what works for me and my business…

I will start with my favorite Facebook. It’s my favorite probably because I know my way around, and it feels comfortable. And I guess I have a bit of affection with Facebook because 4 years ago when I first decided to go out on my own, I did it all through Facebook. (Before things took off and I needed a website) So anyway, I love Facebook for my business because it feels relaxed, my likers are like my friends and I really feel like I can tell them anything.  (ahhh!!)

Ok, next favorite is for sure Instagram! LOVE it love it! Maybe its because I’m such a visual person, who know? In saying that I have never actually had any business leads from it, but it is fun!

Next up is Twitter… Well Twitter and me never really took off, we have a bit of a lukewarm relationship and to be honest, I don’t really get it!! I’m not sure if I have had any work leads from it, in fact I’m thinking of breaking up with it for good.

Next is LinkedIn, now this one is interesting. It’s feels a bit like Facebook, but for grownups… It makes me feel like a kid that is not quite ready for the adult table at Christmas time. Awkward!!! It feels like everyone is showing off and using way too many big words. Just keep it real peeps! Relax! But in saying that I have actually had a few great jobs leads and some great clients out of it, you can join local groups and network that way. I don’t really give it as much attention as I should but I’m trying… Maybe I need to grow up a bit yet. ;)

Google+ … well, I’ve got nothing! I have an account that I have looked at maybe twice. We have no relationship! But I think I would like to get to know if better and I would really like to hear some positive reviews on the Google+ front.

Pinterest: I love it but I only really use that for inspiration and probably don’t give it the attention it deserves. #oneday

Anyway, I would to hear what works for you and your business? Is there something I have missed? (Remember I hate missing out) Tell me about your social media love affair. What’s your fav??

Facebook - Quality Vs. Quantity

As some of you may already know – I changed my business name a few weeks ago. I was previously know as donnas | creations.

 I have had a few people ask me why I didn’t request a name change via Facebook and keep the almost 3,000 likes that I had! Well, I decided to start all over, new page, zero likes! I had a feeling over the last few months (of being donnas | creations) that I wasn’t getting the “reach” I should be getting considering all the likers that I had. And interestingly enough I was right!!

 My reach is now much higher even though my likes are much lower! I often tell people that I would rather have 100 likes from people that are genuinely interested in my work than 3000 that really don’t care!

So next time you look and compare yourself to your competitor - that has three times as many likers, just remember it’s quality over quantity!! How many of those likers are actually engaging in your page?

Better to look at how many are “talking about” the page. 

Total sucker!!

Well, we all know how much of a sucker I am for beautiful designs. But I am pretty sure it’s not just me. Surely it’s just not me?? 

I only use and buy Benefit make-up and skin care, because it looks great on my bathroom cabinet! I think it works too….I hope!

The other day I was out grocery shopping when I spotted the some beautiful packaging. It was for some green tea something or other, I loved it, I needed it. I don’t even like green tea! But I wanted it purely because it looked good! Same isle, different product - water, same same right? well... not for me... I wanted the one in the long glass tube that was 4 times the price of all the other waters! 

My point is, if your product, (or logo for that matter) looks awesome and fits your target market, then thats your 1st step to success, your product (or business) then needs to be awesome to keep people coming back. 

Surely I’m not the only one that judges the product by the packaging???

Have you ever bought something purely because it looks awesome??


I’m not really a fan of face-to-face networking, I find myself saying the wrong thing and ending up feeling silly and unprofessional. I guess that’s because I’m one of these "wear your heart on your sleeve" kinds of people. My business coach says it’s ok for me to come across as a bit of a loony, people expect if from a creative!!


I am however a fan of networking online, especially Facebook. Facebook has been not only great for my business but also great for me socially. I’m an active member of a few online Facebook groups of fellow graphic designers, and I can whole-heartedly say I have found some great friends. Working for myself in a home based studio can get a little lonely especially when I only have the cat to bounce ideas off, and he doesn’t really say much.


I have only recently been trying to get into LinkedIn. To me it feels a little like Facebook, but for grown-ups!! I have to be on my best behavior and try not to sound like a loony.


Occasionally I get to do “within client networking”, I have a few clients that I have bought together that I thought would be of mutual benefit for both. For example my very lovely client Rachel (whom I have been working with for about 4 years now) moved from Canberra to Tasmania, to open up a café and gift shop in beautiful Mt Field National Park. And another of my very lovely clients – Helen from Pilli Pala hand makes jewelry and homeware – made from Tasmanian oak that I thought would be perfect for the gift shop at Rachel’s Café, they are now working on an exclusive range together.


So anyway, if you ever meet me at a networking event, please be gentle with me, I’m not a loony, I’m…. an artist!!!