https://viculsh.com/blog/ Plain answers about logos, brand colors, file formats, fonts and brand guides, from brand designer Vic Ulsh in Tel Aviv. en Wed, 23 Sep 2026 09:00:00 GMT https://viculsh.com/blog/brand-kit-vs-media-kit/ https://viculsh.com/blog/brand-kit-vs-media-kit/ Wed, 23 Sep 2026 09:00:00 GMT Vic Ulsh Working together A Brand Kit is the visual identity: logo, colors, type and a guide. A Media Kit is Canva templates built on it, where you change the words and not the layout. No brand yet, or one that no longer fits? Start with the Brand Kit. Happy with the one you have? Go straight to the Media Kit. https://viculsh.com/blog/brand-color-contrast-accessibility/ https://viculsh.com/blog/brand-color-contrast-accessibility/ Tue, 22 Sep 2026 09:00:00 GMT Vic Ulsh Color Text needs enough contrast with the color behind it. WCAG asks for at least 4.5 to 1 for regular text and 3 to 1 for large headings. A brand guide lists which of your colors pass together, so nobody has to test each post. https://viculsh.com/blog/free-vs-licensed-fonts/ https://viculsh.com/blog/free-vs-licensed-fonts/ Mon, 21 Sep 2026 09:00:00 GMT Vic Ulsh Type and photos Free fonts like Google Fonts can be used commercially by anyone, in Canva and in print. Licensed fonts can look more distinctive, but each license covers specific uses and users. A brand font is chosen for its license as much as its look. https://viculsh.com/blog/how-many-brand-colors/ https://viculsh.com/blog/how-many-brand-colors/ Sun, 20 Sep 2026 09:00:00 GMT Vic Ulsh Color Most small brands work well with two or three main colors, a few supporting ones and a couple of neutrals. Fewer, and a month of posts looks like one post repeated. More, and nothing looks like the brand anymore. https://viculsh.com/blog/how-many-social-media-templates/ https://viculsh.com/blog/how-many-social-media-templates/ Sat, 19 Sep 2026 09:00:00 GMT Vic Ulsh Templates One per kind of post you actually publish, in the sizes you actually post in. For most small businesses that's a handful: an announcement, an offer, a tip, a testimonial and an event. https://viculsh.com/blog/logo-file-formats/ https://viculsh.com/blog/logo-file-formats/ Fri, 18 Sep 2026 09:00:00 GMT Vic Ulsh Files and guides SVG or PDF for anything that scales or gets printed, since both are vector and stay sharp at any size. PNG for screens that need a transparent background. JPG only for photos and previews, because it can't be transparent. https://viculsh.com/blog/logo-variations/ https://viculsh.com/blog/logo-variations/ Thu, 17 Sep 2026 09:00:00 GMT Vic Ulsh Logo Logo variations are versions of one logo, arranged or colored for different spaces: main, horizontal, stacked, icon and one-color. One layout can't read well in a round profile picture, a wide banner and a rubber stamp at once. https://viculsh.com/blog/vector-vs-raster-logo/ https://viculsh.com/blog/vector-vs-raster-logo/ Wed, 16 Sep 2026 09:00:00 GMT Vic Ulsh Files and guides A vector logo is stored as shapes and curves, so it stays sharp at any size. A pixel logo is a grid of squares that blurs when it's enlarged. Every logo should exist as a vector file, with PNGs made from it for everyday use. https://viculsh.com/blog/hidden-meaning-in-logos/ https://viculsh.com/blog/hidden-meaning-in-logos/ Tue, 15 Sep 2026 09:00:00 GMT Vic Ulsh Logo The most memorable small-business logos carry a detail only that business has, like a pelvis hidden in a butterfly for a birth school. Those details come from the owner's answers about the business, not from a stock library. https://viculsh.com/blog/what-is-a-brand-guide/ https://viculsh.com/blog/what-is-a-brand-guide/ Mon, 14 Sep 2026 09:00:00 GMT Vic Ulsh Files and guides A brand guide shows how to use a brand's logo, colors, fonts and layouts, with real examples. It's mostly for everyone who isn't the designer: freelancers, printers and assistants who need to get it right without asking. https://viculsh.com/blog/what-is-a-design-grid/ https://viculsh.com/blog/what-is-a-design-grid/ Sun, 13 Sep 2026 09:00:00 GMT Vic Ulsh Templates A design grid is the layout a template is built on: where the logo sits, the type sizes, the margins and the frame a photo goes into. The words and the photo change from post to post; the grid doesn't. That's what lets ten posts look like one business. https://viculsh.com/blog/brand-questionnaire/ https://viculsh.com/blog/brand-questionnaire/ Sat, 12 Sep 2026 09:00:00 GMT Vic Ulsh Working together A brand questionnaire collects what a designer needs before drawing anything: who the business serves, where the brand will appear and what the owner wants to avoid. The answers set the visual direction, not the designer's favorite fonts. https://viculsh.com/blog/which-logo-on-which-background/ https://viculsh.com/blog/which-logo-on-which-background/ Fri, 11 Sep 2026 09:00:00 GMT Vic Ulsh Logo The full-color logo goes on white or light backgrounds, a white version on dark or saturated ones, and a one-color version over busy photos. A brand guide shows every approved pairing, so nobody has to decide from scratch each time. https://viculsh.com/blog/why-logos-start-as-sketches/ https://viculsh.com/blog/why-logos-start-as-sketches/ Thu, 10 Sep 2026 09:00:00 GMT Vic Ulsh Working together Sketching by hand is the fastest way to try dozens of logo ideas and throw most of them away. The one that holds up, tiny and large, is redrawn as a clean vector. AI generators and stock marks skip that step, which is why they tend to look alike. https://viculsh.com/blog/brand-color-codes-hex-rgb-cmyk/ https://viculsh.com/blog/brand-color-codes-hex-rgb-cmyk/ Wed, 09 Sep 2026 09:00:00 GMT Vic Ulsh Color RGB and HEX describe a color as light, for screens. CMYK describes it as ink, for print. A brand color needs both, because some bright screen colors can't be printed at all. https://viculsh.com/blog/brand-photos/ https://viculsh.com/blog/brand-photos/ Tue, 08 Sep 2026 09:00:00 GMT Vic Ulsh Type and photos Photos usually take up more of a post than the logo, so they shape how a brand looks as much as its colors and fonts. They fit when they share its palette, light and mood, and look like one person took them.