The Process

  • Resumé content text 
  • About me aka Elevator pitch text 
  • Business card text 
  • Research (Pinterest boards)
  • WIP posts to Behance
  • Thumbnails 
    • Logo sketches can incorporate:
      • Symbols
      • Letterforms—handwritten & typeset
      • Abstract forms
      • Combinations of the above
  • Roughs
  • Inspiration boards:
    • Type
    • Color 
    • Inspiration

The Projects

  • Personal identity (logo).
  • Identity guidelines showing colors, fonts, etc.
  • Business card.
  • Email signature.
  • Bio aka “about me”  aka elevator pitch. 
  • Letterhead materials:
    • Resumé.
    • Cover letter (with a mocked-up message).
    • References sheet.
    • Thank you note.
    • Pocket Promo
  • Online site customizations. (i.e. “about me” pages, Twitter header, all personal icons).
  • About. me website.
  • A process video. How you got where you did and why.

Logo research:

  • B&W: if it works in B&W, it'll work in color.
  • Don't forget the handy Adobe Color tool.
  • Serif vs. san serif — or both.
  • Layout: horizontal or vertical?
  • Supporting graphics: patterns, icons, etc.
  • Pay attention to type spacing: PLEASE KERN.
  • Pay attention to the Grid.
  • Logos can be:
    • Symbols
    • Letterforms—handwritten & typeset
    • Abstract forms
    • Combinations of the above
  • Tons of examples at Logo Design Love

Logo Details;

  • Balanced, little to no extras.
  • Easy to comprehend at a glance.
  • Graphically appropriate for you.
  • Typography uses easy-to-read fonts.
  • Communicates you clearly.
  • Works well and looks good in black and white.
  • Can be illustrative.
  • Follow the rules of type.
  • Don’t look like someone else’s idea of you.
  • You’re not designing with strict client rules: you are the client.
  • Break the rules!


  • San serif fonts = informal tones.
  • Serif = formal tones.
  • Fonts need to readable.
  • You’ll need a web font and a print font.
  • Know the Rules of Type.
  • Keep it simple: if the viewer has too much to look at, they'll  leave.


  • Primary colors = informal tones.
  • Your brand color isn’t always your favorite color.
  • Colors and fonts do have a relationship.
  • Contrast is a powerful design tool.

The Grid is  apart of the Identity also.

Bio, aka “about me”,  aka elevator pitch

An elevator pitch, elevator speech, or elevator statement is a short summary used to quickly and simply define a person, profession, product, service, organization or event and its value proposition. — Wikipedia

Here's a good read about the Elevator Pitch.

The elevator pitch is not an autobiography. Consider it the vision you have for your design beliefs. The goal is to get your business card into a client's (or potential employer's) hands and theirs into mine.

You do not have to use all the questions (see list below) in your final pitch! You might use just one and end up with a really great idea . . . those questions are prompts to help you get started. How could you answer them differently? Uniquely? The uniqueness of your text will blend nicely into an about me page for your future/current website and social media presence.

  • What is your name?
  • Where are you from?
  • Have you worked anywhere or are working now?
  • Have you freelanced & if so, where?
  • What are your design philosophies?
  • How would you describe your work & style?
  • Have you won any awards or scholarships?
  • What is unique about your work?
  • If this person were to ever consider you for an interview what would you want them to know NOW about you? 

What is the difference between 'about me' and 'about.me'?

The Pocket Promo


Please read the provided resources for resumés, cover letters & business cards.

These Links are also available on the main page of our DL class website.

Thumbnails to refined sketches: It's all about PROCESS, people!!!!

Examples of Personal Identities that work Really well: