The Bravemark Designer Spotlight meets Karl McCarthy #1

Karl is a UK-based brand designer known for bold, rebellious identities—vibrant palettes, off-beat characters, and punchy lines. He runs his own studio from the North East of England, partnering with brands that want to stand out.

Karl’s roots are in sign making and vehicle graphics. An apprenticeship dropped him into the deep end—client-facing from day one, hands on with production, and exposed to how logos actually work in the real world. That practical lens still shapes his branding today.

“I preferred being at the desk pushing pixels to fitting signs on buildings.”

The first “this could be a career” spark? Winning a $300 logo contest on 99designs. Not as a long-term model, but as proof that his craft had value. The real inflection point came later when a design agency cold-called to outsource logo work. Freelance income overtook the 9-to-5—and he jumped.

Karl priced high, negotiated smart, delivered fast. The steady pipeline made the leap obvious (and inevitable). Sharing work on Instagram helped—a living portfolio that signaled his direction.

Early feeds show geometric, grid-tight logos. Then a shift: looser, ink-under-the-fingernails energy influenced by skate, tattoo, and punk culture.

“Life’s too serious. Why not be funny and take risks?”

When client work felt too tight, Karl designed for himself. Those pieces showcased possibility and drew the right brands in—people who wanted daring, humorous, human work.

Signature project: Inferno Studios—a flaming-head mascot with attitude. It set the tone for the work he wanted to keep attracting.

• Memorability over trend-chasing

• Consistency that’s hard to ignore

• Emotional punch + scroll-stopping presence

“A strong identity does the talking when you’re not in the room.”

• Overworking: too many elements, too many colors.

• Stopping at the logo: neglecting type, color systems, patterns, and messaging.

• Lazy patterns: repeating the logo isn’t a pattern system.

• Business basics: always take a deposit before sending work.

Fix: Refine, simplify, and sell through mockups so clients feel the brand in context.

Karl lights up writing straplines and headers. Visuals hook; words position. Together they create the “this brand gets me” moment.

Karl treats guidelines as a toolkit, not a rulebook:

• Right-sized: One-pager for solo founders; deeper docs for bigger teams.

• Simple language, fewer buzzwords.

• Actionable: show how to apply the system, not just what the logo looks like.

• Walk-throughs when needed: meet clients where they are.

“They’re guidelines—learn them, then you can bend, not break, as the brand evolves.”

And yes: evolution is healthy. Add elements, test headlines, extend illustration—so long as it still feels like you.

Karl’s a long-time BraveMark user. Why he prefers online toolkits over static PDFs:

• Everything in one place (no more messy file zips).

• Update anytime as the brand evolves.

• Client-friendly: interactive, clear, and not intimidating.

• Google Fonts integration fits his workflow.

• Current favorite font: Rethink Sans (Google Fonts).

• Underrated tool: Pen & paper. (Also: CorelDRAW 2020—yes, really—and it just works.)

• Advice to new designers: Explore widely, then lean hard into your quirks. Authenticity is your unfair advantage.

1. Design in context: Present with mockups + messaging.

2. Edit ruthlessly: If everything shouts, nothing does.

3. Keep a personal lab: Use side projects to shape the client work you want.

4. Ship usable guidelines: Toolkits over textbooks.

5. Be unmistakably you: The market is crowded; originality is clarity.

Karl McCarthy — Brand designer crafting playful, hand-made identities with bright color, bold characters, and honest copy.
Follow Karl: Instagram @KarlMcCarthyDesign