Design Toast | Branding + Web Design

Behind the Branding Process - LOGO DESIGN (Blossom Kidz PROJECT)

Branding, Brands by DTAnna6 Comments

We love designing brands from the ground up. Even though we offer a la carte services such as Squarespace or Wordpress web design, stationary design and many more, creating the full brand identity from scratch is the most challenging but also the most exciting kind of project. 

Today, we decided to share our creative process with you and feature one of our all time favourite brands - Blossom Kidz, which was launched in the summer of 2014 as a high quality weekend childcare service and recently changed its offering to birthday parties for kids. 


After a questionnaire, meeting and brainstorming session we had a good idea about the business and Theres' expectations in regards to the style and tone of the brand. After the session, we could move to our favourite stage - creating the logo concepts. We start with rough pen and paper sketches, select our favourite ideas and digitise them to present to our client. 

First logo design concepts - pastel, flowers, children, coat of arms


After we send the first sheet with concepts to our clients, we ask if there are any ideas/elements they particularly like, so we can work further on the concept and design more variations of it. In Blossom Kidz' case, Theres liked the blooming tree, so we further transformed the trunk of the tree into 2 adults and a child embracing them. This symbolises the trust and care, which represents the brand's values.

Logo concept design branding flowers pastel


When we're decided on the concept, we then send a sheet with colour and typography selection. Below you can see the possible colour combinations for Blossom Kidz' logo (the colour selection is usually the very last step, after the typography). We absolutely love this stage, as colours add so much personality to the brand.

Logo design pastel flowers


As you can see, Theres selected number 6 from the colour proposal sheet. Logo design is the most challenging and important step in the whole brand design process, as it sets the style for every other element. After logo is developed, we carefully choose a palette of colours to go with the brand, as well as typography and other design elements and create a brand board. A brand board is a great (we find it necessary) reference for further projects such as stationary and web design and if you don't know what a brand boards it is, have a look at the first image in the post.

Blossom Kidz logo design, pastel, flowers, branding

How did your logo design process look like? What was your experience? Share it with us in the comment section! 

Or maybe you're looking for the right team to help you develop the right image for your brand? If so, let's chat about your next project - we can't wait to learn more about it!

7 reasons why we switched from Wordpress to Squarespace

Squarespace, Web DesignAnna3 Comments

For the last two years, I used to be a loyal WordPress user and was recommending this platform to majority of my clients. I still use it for a lot of projects, however when I tried Squarespace I realised how faster it is to work with and how easier it is for clients to update the content on their own. Also, I decided that if I want to recommend Squarespace to people I work with, I should build Design Toast's website using it. To be honest with you, I have never been happier with the look and functionality of our site. 

I rounded up the reasons why I decided to switch to Squarespace, however the list was so long (!) that instead of writing it all down, I decided to point out the main factors which affected my decision:


This is what I was struggling with a lot when working on WordPress - using widgets from different developers resulted in a messy look, which sometimes took hours to adjust with CSS. With Squarespace, Instagram, Pinterest, Summary (related posts), Twitter (and I could go on and on...) all have a simple, similar look which works for every design. It's a big time saver.


The interface was at first a bit confusing and different from anything I used in the past. But I instantly noticed how smooth, modern and stylish it is. Also, it is very user friendly and you can preview every change you make at the same time you make it. Also, while working on the design side of the website, you can check how your website looks on desktop, tablet and mobile displays.


The selection of layouts isn't wide but they are all beautiful. I had a hard time deciding on the right theme for our website. What I really love about all of them is how spacious, modern and stylish they are. I feel like I had to put much more effort into creating a very elegant, balanced look when working with Wordpress than with Squarespace. And what is more, they are all beautifully responsive.


It is normal that Google fonts are available to use within your website. Squarespace however also offers a selection of premium Typekit fonts at no extra cost. I was surprised to see Futura, Proxima Nova, Europa, Brandon Grotesque and many more in the font selection menu. Ironically, I still use a custom font I purchased for our website's headings but Futura as body text significantly elevates the look of the site. I love it.


Setting up e-commerce on Squarespace is a piece of cake in comparison to WordPress' WooCommerce. In my case however it wasn't about how easy it is, as I know how to use WooCommerce very well, I just really love how the checkout experience is smooth and simplified with Squarespace.


A significant advantage in my opinion - Squarespace offers a seamless Stripe integration and secure payments. I found Stripe a better checkout gateway than Paypal for a few reasons. A lot of my clients don't have a PayPal account and they don't know it's possible to use their card through PayPal. Also, Stripe fees are smaller than PayPal's. If you want to use Stripe with Wordpress, it's necessary to install an SSL certificate, which can sometimes be complicated.


It happens that a WordPress website crashes after an update and if there was no backups it can be really hard and time consuming to fix it. When you purchase a Squarespace plan everything is managed for you and you can always reach out for help.


Are you happy with the platform your website is built on? Are you considering a switch? Or maybe you're a Squarespace user yourself? Let's chat in the comments!