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A Conversation with Sumera Khan – Logo, Identity, Print, and Presentation Specialist

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Intro

Meet Sumera Khan, a talented designer specializing in logos, identity, print, and presentations, sharing her journey and insights with us.

Could you start by telling us a little about how you got into design? What inspired you to pursue this career?

Hello, I am Sumera Khan, Logo Strategist and a Visual Identity Designer with more than 20+ years of experience. My background includes designing of logo, stationery, brochure, flyer, banner, event/marketing collateral, web design, social media material, and other graphic design work.

Actually, I never planned to pursue a career in design. It just sort of happened. I was good at drawing for my academic work and would often help my classmates complete their assignments. As I grew older, with responsibilities to manage, I decided to apply for a diploma in graphic design to refine my skills and opt for a career that would provide a stable foundation. I was offered a job in the field when I was halfway through my digital training, and it took off from there.

You’ve done amazing work with logos and brand identities. What excites you most about these types of projects?

What really thrills me about design project is working for different industries. It’s amazing because you get to learn about new businesses and areas you wouldn’t usually come across. It is always interesting to explore something new.

What’s your design process like when starting with a new client? Any tips for balancing creativity with client expectations?

Be nice and polite to clients. Read and re-read the brief, and ask if anything’s unclear or missing (like preferences for layout, fonts, colours, etc.). Communication is key, but this often gets overlooked when working on time-stretched projects. Look for keywords in the brief, check any sample files or links for style ideas, and explore similar industries to get a sense of what could work.

What’s been one of your favorite design projects to date, and why?

One of my favourite design projects is the logo I created in 2011 for Taylor Love, a cancer survivor. It is my all-time favourite as it gave me the opportunity to use design in support of something valuable.

Oxford Brain Diagnostics is another favourite, the company is dedicated to improving dementia diagnosis, helping patients and their families through early detection.

And my current favourite is a logo that I designed for Task Bands. These are wristbands that will be embossed for individuals with vision impairments.

I think my favourite depends on the message behind the project. I have designed many for different causes that focus on helping people, such as coaching and therapy projects.

Creative block can happen to the best of us. How do you overcome it?

One must take a break. If that is not possible then switch to another project for a while then continue with the first. When you hit a mental block, switching to another project resets your brain. This change of focus will refresh your thinking when you return to the original project.

Print design is another key skill of yours. What makes a print design stand out in your opinion?

The material has to be good. No matter how creative or perfect your design and idea are; if the print quality is poor, your work will not stand out. If possible, guide clients on this aspect.

How do you keep up with the latest design trends and tools?

I recommend checking out sites like Dribbble and Pinterest for the latest design trends. While keeping up with these trends may help elevate your portfolio, I believe that in the end, clients will always prefer the design style they like. We all have individual preferences – for instance, some people might prefer cobalt, while others might go for sky blue. Same family – different tones.

With your experience across different design mediums, how do you balance creativity with technical precision?

When using a computer as a tool, creativity and technical precision go hand in hand. For example, if a concept requires expertise in Photoshop, I’ll handle that part there and then use other software to complete the rest of the project. This allows me to combine creativity with the technical skills needed for an appealing result.

For someone just starting in logo or identity design, what advice would you give?

Logo design can be challenging, but it improves with practice. For ideas, start with keywords and generate concepts that convey the brand’s message. Study logos—both famous and lesser-known ones. For the technical side, get comfortable with a vector-based programme to create clean, scalable logos. Practice curve drawing. Pay attention to elements like harmony and balance.

Where do you think the future of graphic design is headed? Any upcoming trends or shifts you’re excited about?

I believe that Generation Beta, Gamma, and Delta will likely become more dependent on automated design programs as we continue to move towards AI-driven tools. In the past, graphic design was primarily done through hand-drawn and crafted techniques. Later, graphic design firms emerged, bringing technical teams under one roof; however, over time, this shifted to individual graphic designers (freelance designing). Now, clients can even create designs themselves using programs like Canva. While graphic design will always be important, the design process will become more individualized, with clients seeking cost-effective solutions.

Lastly, what’s your experience been like as part of the Readymade Work community?

I have just started, and am looking forward to a promising future as part of the RMW community. RMW provides a wonderful opportunity for freelance designers to work from home with a room for growth and opportunities.

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