What logo files should you receive from your Graphic Designer?

What logo files should you receive from your Graphic Designer?

Today I want to share with you some information regarding the correct logo files you should receive from your Graphic Designer for your business.

Ensuring you receive the correct files to be able to use your logo across all mediums is really important to future proof yourself. You might not be in a place where you are having things printed at the moment but in the future, you may be, and your logo files need to be in different formats for print and web.

So before we jump into the different file formats you will need, note this important piece of information.

A logo should always be designed in vector format. What this means, is your logo will then always be scaleable. You will have a logo that can go on a billboard without pixelating or on a clothing label and still keep its good looks.

Photoshop is not vector format. Having a logo designed in Photoshop is not correct practice, and if you have a logo designed in Photoshop you may find you come unstuck with it at some point. Photoshop is raster based, its a flat image and will pixelate if blown up.

Logo file formats you will need

+ EPS – This format is your vector file, it’s scalable, has a transparent background, is a working file if another designer needs to make changes and is also great for print.

+ PDF – This format is also vector and is now the preferred choice for a lot of print companies. It is also transparent, scalable and best for print.

+ JPEG – This is an image based format and will pixelate when blown up too much. It’s not transparent. This format is used for digital purposes.

+ PNG  – Also image based so can pixelate if you don’t have a large enough one but the PNG is transparent, so the best option for any digital / web purposes because you can put it on a coloured background and use it as a watermark etc.

Those are your most common file types and if you have them in your brand toolkit you will be covered for every situation you face in the print and digital worlds.

Now, as well as your standard logo in those formats, you should also receive all of those formats for a black and white version of your logo and any other alternative versions such as a text-only version or a stacked version.

I hope this helps you understand what logo files you will need from a graphic designer, shop around and make sure you are getting the real deal, spending the $$ initially will save you in the long run.

Keep soaring!

Michelle x


Creating a dynamic colour palette for your biz

Creating a dynamic colour palette for your biz

Choosing a colour palette for your brand is a lot more involved than just picking your favourite shade of pink.

There are a few simple rules to follow and it helps to know the basics of colour theory before diving into Pinterest to find your perfect palette. I’m going to share a few tips with you today


Before thinking of colours I want you to make sure you have nailed down who exactly your ideal client is. There is no point having a brand that is full of florals and pink hues if your ideal clients are men in the blue collar industry.

Your brand colours have to be appropriate for your industry and who you are targeting.


Colour has a strong ability to guide peoples emotions and to set first impressions. Whats your brand personality?

Are you a biz babe running fun, friendly art classes or are you a serious tech guru whose ideal client is local government agencies? Your brand personalities are going to be quite different and therefore your colour palette will be too.

So let’s have a look at some of the main colours and what they represent and the emotions they convey.

Green – Is a very calming, nature-inspired colour, its used a lot in the wellness and holistic industries. Fresh, organic and positive

Blue – Is also a calming, tranquil and harmonious colour, used a lot in corporate industries and has a sense of reliability.

Red – Is a strong and dynamic colour that gives a sense of power and drive. Go easy with the colour red as it can have negative tones.

Pink – Feminine and soft, sweet and playful. Pink is often used in the health and beauty industry.

Purple – Is often associated with spiritual industries. It conveys a sense of luxury and vibrancy.

Yellow – Is a bright and cheery colour often used in food industries as the colour yellow is known to stimulate appetite. Happiness and excitement are feelings invoked by the colour yellow.

Grey – Is a great modern colour and works well used as an accent colour. Its calm and sleek and used in a lot in tech or corporate industries.

Now you have a bit of an understanding of colours, what colours are most likely to suit your business?


A good rule of thumb is 3 colours, a base colour and accent colour and a neutral colour.

For example, my brand colours are this.

Navy blue is my base colour

Soft pink is my accent colour

Grey is my neutral

Never use more than 4-5 colours, you don’t want your brand to look like it was created by a primary school student.

Some great places to find colour inspiration

Colourlovers – www.colourlovers.com

Adobe Kuler Colour – www.color.adobe.com 

Design seeds – www.design-seeds.com


Ok , now you can go off and create a dynamic colour palette for your biz.

Have fun.

What is Branding and why your business depends on it

What is Branding and why your business depends on it

What is Branding and why your business depends on getting it right

Don’t be fooled into thinking branding is only for the big and elite brands like Coca-Cola or Nike or the businesses with lots of money to splash around.

Your small business needs to be well aware of what branding is and how to brand effectively. In fact, I’d go as far as saying your business depends on it.

Creating a business that is truly reflective of you, one that stands out from the crowd and speaks straight to the heart of your tribe is key if you want to make waves in the cutthroat world of small business.

So, here we go. What is branding?

Firstly, it’s more than just a logo. It is the complete package of how your customer / potential customer feels about your business. Its what they feel when they look at your website, it’s their experience when they speak with you on the phone, it’s what they feel when they look at your e-book, it’s what they feel when they hear and see you on a Facebook live video.

Branding consists of many elements and not just the visual stuff (although that plays a strong part) so it’s super important to get clear on what all those elements are and then use them consistently in your messaging and your visuals. At the end of this article, you can get my free checklist which will tell you exactly what the elements are that constitute a strong brand, but for now, keep reading.

So when thinking of your brand, here are some key questions to explore, these should form part of your brand foundations:

  • What are your business values
  • What is your mission
  • What do you want people to feel when dealing with your brand
  • Who is your target audience
  • What is your uniqueness

Often a brand strategy session can really help small business owners to gain clarity, once the foundations are in place and clarity is achieved, designing a killer brand identity is a much smoother ride.

4. Compelling reasons your business needs a strong brand

1. Recognition & Loyalty – Customers start to recognise your visuals and start to get to know you, they then start to trust and feel familiar with your company and brand and this, in turn, creates loyal customers.

2. Credibility – You could be a one-woman show, working from a desk in the corner of your bedroom (aka me) but having a strong professionally crafted visual identity makes you look the shit, makes you look like a successful leader in your field. Having a non-consistent, DIY looking visual identity screams to me, that you don’t take your business seriously and that perhaps you don’t really know what you are talking about.

3. Charge your worth – With a strong brand that builds recognition and credibility you can now start charging what you are worth, you can position yourself as the industry expert in your field and charge accordingly.

4. Branding boosts business confidence – Having a beautiful brand that you are proud to show off to the world gives you great confidence, it’s like getting your hair and makeup done and buying a new dress for your best friends wedding, you are guaranteed to feel amazing.

Hopefully, now i’ve given you more insight into what branding is and that it’s not just a pretty logo and perhaps you can understand why branding is one of the best investments you can make in your business.

I have created a great little checklist for you that will guide you on what elements you need, to build a strong brand for your business. This is not a mandatory list, just a guide. There is also a worksheet at the end for you to list the items you still need to work on for your business.

Access it here.

I would love to hear what you think about my list, what are you nailing? what still needs work?

Do you really know who your ideal client is?

Do you really know who your ideal client is?

When I first started my business my ideal client was anyone who would pay me to do work for them, right??


I have quickly learned over the last couple of years that if you try to appeal to everyone in the whole world, you soon appeal to no one.

How can that be?

Well you start to fade into the background of your industry, you are just another one of whatever it is you specialise in.

You become very Beige! Nobody likes Beige.

It makes much more sense to clarify your niche and target your branding, target your communications, your style, your products, straight to the tribe you really want to work with.

You will very quickly start to position yourself as the leading expert in your field and find yourself inundated with those ideal clients you have been dreaming about.

So how do you figure out who your ideal client is?

Firstly, you need to know every little detail you can about them, you need to know what they do for a living, what sort of income they earn, where they like to shop etc. If you don’t know already, ask them.

Do a survey, ask clients you’ve already worked with that fit the bracket.

Recently, I completed a lot of alignment work in my own business and I revisited this exercise. I thought about clients I’d had in my business that valued my expertise, clients that knew what they wanted from me, clients I had a good, open and honest relationship with and I asked them questions.

All the information you gather is going to make you know them inside and out and therefore you will know exactly where to find them and exactly how to help solve their problems.

I have created a free worksheet for you that asks all the questions you need to think about in order to really get to know your ideal client. Good luck, let me know if it helps.



Creating a Mood Board for your Brand

Creating a Mood Board for your Brand

Creating a Mood Board for your Brand is a great first step!

If you don’t have a mood board for your brand I strongly recommend getting one or creating your own. It’s a great way to succinctly and visually display what you want your brand to be. Its the vibe, the look, the feelings, the colours, everything that you want your brand to encapsulate.

A mood board helps you create a visual starting point to build your brand from, it also helps keep you on track with your brand, helps you keep things consistent.

So, what is a Mood Board? 

Generally speaking a mood board is a one page collection of images. These images do not have to be literal to your business and what you want in your brand. They are images that envoke the right feelings you want your customers to feel when dealing with you. For example, you might have a cake making business and you specialise in childrens birthday cakes. You want your business to come across as fun and friendly, you might find pictures of a brightly coloured circus or a bright bunch or florals. Your business has nothing to do with a circus or flowers but these images give off bright happy feelings which is what you want for your brand. Starting to get the gist??

How do you create a Mood Board?

Being a digital designer I create digital mood boards for my clients. We usually start the process by going on a pinning frenzy in Pinterest (that is after a bit of brand strategy stuff) and from there we really hone on the imagery and I pick approximately 10 of the images that really follow the brand messages we have come up with.

I have had clients come to me with paint swatches, drink bottle labels, bits of washi tape at a brand meeting. So if you are generally a more tactile person create one yourself using these sorts of things.

Mood Board for one of my Clients

As you can see this Mood Board is for a client of mine who is male, wanted a modern updated brand, is in a professional corporate industry and wanted a sleek contemporary look. I have included examples of colours, patterns, fonts, other logo’s, stock images that all fit the brief.

It doesn’t have to be a time-consuming exercise at all but boy when you have your own Mood Board it is so empowering and gives you great clarity.