The Secret

It’s imperative when presenting yourself as a professional voice talent today you have a complete professional package.  This means having an effective logo to help forward your name as a brand.  

You need to think like an advertiser.  For instance, it’s not well known, but generally speaking as a voice-over, no one wants to see what you look like—they want to imagine what you look like. However, creating an effective logo (or identity) to define you, your demos, and your brand can be a daunting task, especially without previous experience. Over the years, I’ve have observed there are generally two camps when it comes to novice art direction on demo graphics: those who fret because they don’t know what to tell their graphic artist to do, and those that know exactly what they want. In either case, we’re here to offer some sage advice on how to get the most out of your graphics experience.

First, you need to consider what the primary goal is, which is to establish your brand to a rather specific audience: advertising creatives. So, you have to consider what appeals to them. You want your identity to appeal to their aesthetic sensibilities if you want your demos to be heard.  Great design is the air they breathe.

Given that, you need to avoid the obvious, such as including mouths and microphones circa 1940 to 1950 on your graphics. It’s poor advertising (because it’s been done to death), and it doesn’t say a thing about you and what you bring to the table as a talent.

Other obvious items that can and should be avoided: 

  • If your name is Rhodes, please don’t include a literal road in your graphic
  • Avoid symbols that mean something only to you and no one else 
  • Avoid catchphrases, such as if your last name is Peele “a voice with a Peele!” is as obvious as it gets. Once again, this tells me nothing about you, except that you’re rather hokey and old school. 

Graphics like these can sandbag perfectly remarkable demos.

Don’t think this matters much? Consider this: Would you buy anything that seemed unappealing or just plain old and tired when shopping in a grocery store? No, you wouldn’t. Well, when it comes to your voice-over demos you’re bringing the store to them. We want them to walk in. The graphic should be inviting enough to do so. Your graphic should give them a reason to do just that.

The aim is for your graphics to define who you are with your logo. It’s about making your name known and associated with voice-over in the most appealing way possible.

NOTE: To discover more about what’s required of you to effectively art direct your graphics, watch for PART 2 of this blog in two weeks!

The information offered in this blog is an excerpt from our book, THE SOUND ADVICE Encyclopedia of Voice-over & the Business of Being a Working Talentby founder and casting director, Kate McClanaghan.  Click here to purchase a digital (or ‘analog’) copy for yourself through our website:


Kate McClanaghan, Inc. © 2013 All rights reserved.