Ep 011: Designing the Perfect Logo w/ Dylan Menke

Creating a strong brand identity is one of the most important investments a business can make. On this episode of the Rhymes With Odd Podcast, host Ryan Snaadt sits down with Des Moines-based graphic designer Dylan Menke to discuss logo design, branding strategy, and the realities of building a creative career in Iowa.

For Des Moines business owners, entrepreneurs, and marketers, the conversation offers valuable insight into how effective branding works, common mistakes companies make with logos, and why consistency is critical for long-term brand recognition.

Below is an overview of the key lessons from the episode and how they apply to businesses across Des Moines, Iowa and the surrounding Midwest market.

https://www.youtube.com/watch?v=8DKTqnZsO2E

From Small-Town Iowa to a Freelance Design Career

Dylan Menke’s journey into graphic design didn’t start with a clear career plan. Growing up in southeast Iowa, he always enjoyed creative activities like drawing and building with Legos. But when he started college at the University of Iowa, he initially enrolled as an open major, exploring both engineering and studio arts.

Eventually, a class introducing Adobe Illustrator changed everything.

The course opened Dylan’s eyes to the possibilities of digital design, and he quickly began teaching himself advanced techniques through YouTube tutorials and experimentation. That curiosity eventually led him toward a full career in graphic design.

Today, Dylan is a freelance designer based in Des Moines, specializing in:

• Logo design

• Brand identity development

• Packaging design (especially for craft breweries)

• Digital and editorial design

His niche focus on branding and logos has allowed him to collaborate with agencies across the country while still living and working in Iowa.

Breaking Into the Design Industry

One of the most honest parts of the podcast is Dylan’s description of how difficult it can be to land a job in a creative field after graduation.

After finishing college, he applied to roughly 50 design jobs, hearing back from only a handful. Eventually, he secured an internship with a Des Moines branding agency where he worked on craft brewery branding and packaging projects.

To make ends meet during that internship, he also worked another job delivering flooring materials.

While that stage of his career was challenging, it provided critical experience that helped him build a stronger portfolio.

For local marketers and creative professionals in Des Moines, this is an important reminder: building experience and a portfolio is often the most important step early in a creative career.

Agency Life vs. In-House Design

During the conversation with Ryan Snaadt, Dylan shares his experience working both at agencies and in-house for organizations.

At one point he worked for the Greater Des Moines Partnership, where he was responsible for applying the organization’s brand guidelines across marketing materials like billboards, digital ads, and promotional campaigns.

While the role provided valuable experience, it also highlighted a key difference between in-house design work and agency work.

In-house design typically involves:

• Strict brand style guides

• Less creative experimentation

• Consistent messaging across marketing channels

Agency work, on the other hand, offers more creative freedom because designers often work on multiple brands and industries.

Ultimately, Dylan found he preferred the variety and creativity of agency-style projects.

Making the Leap Into Freelance Design

Like many entrepreneurs in creative industries, Dylan didn’t immediately quit his job to start freelancing.

Instead, the transition happened gradually.

Two agencies—one in New York and another in Maine—reached out to him for contract work after discovering his design portfolio online. At first, he balanced those projects with his full-time job.

Eventually the freelance workload became large enough that he had to make a decision.

Once the number of hours required by freelance projects exceeded what he could manage alongside his full-time position, he decided to leave his agency job and pursue freelance design full-time.

Today he works with several agencies around the country while operating his own design business from Des Moines.

The Biggest Logo Design Mistakes Businesses Make

One of the most valuable sections of the podcast focuses on common branding mistakes businesses make when designing logos.

According to Dylan, the most frequent problem is lack of consistency.

Many companies fail to maintain consistency in areas like:

• Typography

• Brand colors

• Logo usage

• Messaging tone

• Visual layout

Without consistency, a brand becomes difficult for customers to recognize and trust.

But there’s another major issue Dylan sees regularly.

Designing a Logo for Yourself Instead of Your Audience

One of the biggest traps companies fall into is creating a logo based on personal preferences rather than strategic branding.

As Dylan explains, business owners often become emotionally attached to certain colors, symbols, or styles.

However, a logo should always be designed with the target audience in mind, not the business owner’s personal taste.

A successful logo is built around:

• Brand positioning

• Target demographics

• Industry expectations

• Long-term marketing goals

When those factors guide the design process, the result is a logo that strengthens the brand rather than simply looking nice.

How Social Media Helped Build His Design Business

Another interesting insight from the podcast is how Dylan initially attracted agency clients.

For about a year and a half, he posted consistently on platforms like Instagram and Dribbble—sometimes two to four times per week.

That steady output helped him build visibility in the design community.

Eventually, agencies discovered his work and reached out to collaborate on projects.

For marketers and entrepreneurs in Des Moines, the lesson is clear: consistent content marketing can lead to unexpected opportunities.

Whether it’s design work, video production, or consulting services, regularly showcasing your work online helps attract clients organically.

Why Des Moines Is a Great Place for Creative Professionals

Ryan Snaadt and Dylan also discuss the benefits of building a creative career in Des Moines.

Compared to larger cities like New York or Los Angeles, Des Moines offers:

• Lower cost of living

• A growing creative community

• Opportunities to network with agencies and startups

• Access to national clients while working remotely

For freelancers and small business owners, this combination can be incredibly powerful.

You can build a national client base while enjoying the affordability and lifestyle benefits of living in Iowa.

The Future of Dylan’s Design Career

Looking ahead, Dylan hopes to continue growing his design business while focusing on higher-value logo and branding projects.

His long-term goal is to work on fewer projects each month while maintaining strong income—allowing him to focus on quality, creativity, and strategic brand development.

For Des Moines businesses seeking professional branding, designers like Dylan represent a growing community of local creatives helping elevate Midwest brands.

Final Thoughts

This episode of the Rhymes With Odd Podcast with Ryan Snaadt provides valuable insights for anyone interested in branding, entrepreneurship, or creative careers.

Key takeaways for Des Moines business owners include:

• Invest in strategic logo design, not just aesthetics

• Maintain consistent branding across all marketing channels

• Focus on your target audience when designing brand visuals

• Use consistent online content to attract new opportunities

• Take advantage of the growing creative ecosystem in Des Moines

Strong branding helps businesses stand out in competitive markets—and as this conversation shows, thoughtful design plays a major role in shaping how customers perceive your company.