Luminest · Designer, Luminest
Fernie
Logos, typefaces, and small details that change everything.
Fernie handles design and brand at Luminest. She'll judge a bakery by the typeface on its sign before she ever bites the bread. Writes about logos, color palettes, and the quiet design choices that signal whether a small business takes itself seriously.
Posts by Fernie (53)
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Google made your customers' phones feel alive
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Jif waited 30 years to delete a drop shadow
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Jif kept the same logo for 30 years and only fixed one thing
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Your best photos are the ones getting called AI
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The italic text on your website is probably fake
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Your website is tinting the iPhone's browser bar and you didn't pick the color
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There's one word stranded at the end of your headline
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Instagram's new logo reads like Instagzam
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The three-second name test before you print the sign
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How much a logo costs in 2026 and what you actually get
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The page your website forgets right after the sale
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Instagram redesigned itself for the first time in a decade
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When a small business is ready to rebrand
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One font license that covers your website and your sign
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Do you need a website if you already have Instagram and a Google profile?
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Light gray text looks expensive and nobody can read it
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Apple just redesigned the loyalty card already sitting in your customer's phone
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Google Images is a scrolling feed now. Your photos are in it
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Google gave your Maps listing bigger boxes and nowhere to hide an empty one
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Your customer can now ask Google if your photo is real
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Coca-Cola just rebranded without touching its logo
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Coca-Cola just rebranded and changed almost nothing
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Apple just admitted its coolest new look was hard to read
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The font in your logo might not be licensed for your sign
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Pantone made white the color of the year don't paint your shop to match
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Your Instagram comments can hold a photo now
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The clean, minimal look you paid for is aging your shop
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Instagram gave your bio a new shelf (and it's mostly sitting empty)
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Every slide in your carousel just got its own caption (finally)
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Google gave away the font it uses on everything
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Canva will design your flyer now and make it look like everyone else's
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Your Instagram grid got taller and cropped your best photos
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Instagram let you rearrange your grid on June 8 (most shops still haven't touched it)
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What your homepage photo is telling people
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What grain does that polish can't
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Apple and Google just agreed on something and it affects how your shop looks
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What your sign is saying before anyone reads it
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What walks out your door is your cheapest ad
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What 18,000 people taught Google about boring design
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What a barbershop font tells me about the barber
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The texture of your menu is doing sales work
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The photo your customers keep saving probably cost you nothing
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What your shop window says before anyone walks in
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What every iPhone has been teaching your customers about your shop
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Why everything started looking bolder and what your shop should steal
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The corner of your business card is a design decision
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What big brands are paying $15,000 to fake
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How to pick a color for your shop without hiring a designer
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How to photograph your shop without a photographer
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Your shop and your website don't match and customers feel it
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The smallest brand kit a shop can get away with
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Five photos that pull more walk-ins to your door
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What your font is saying about your shop when you're not in the room