A mark that belongs to the business.
Tell us what you do, who buys it and where the identity will appear. A small social avatar, a vehicle panel and a proposal cover each put different demands on a logo. We design with those uses in view.
The work begins with an agreed brief. Concepts are presented with the thinking behind them, so you can discuss whether the idea fits your business before getting lost in small details.
Build a family of useful versions.
One horizontal logo may be awkward in a square profile image. A full-colour mark may need a single-colour version for a stamp or embroidery. We agree the versions needed and test the identity against real applications.
The proposal sets out the concept routes and rounds of refinement. We keep a record of approvals, then prepare the chosen direction for handover. Unselected concepts and final approved artwork are treated separately in the agreement.
Colour and type do their share of the work.
A palette needs roles: a background, a readable text colour and accents used with purpose. Type needs a similar hierarchy, from a headline to a price, caption or contact detail. We show the system in use instead of leaving you with a row of swatches.
Readability checks form part of the work. The Brand Lab on this site demonstrates how two colours behave together; a full accessibility review covers much more than that one pairing.
Receive files you can use.
The handover identifies the vector master, export formats, colour versions and any application templates included. Vector artwork is useful when a mark needs to scale; raster exports suit everyday uploads. Your printer or developer may need particular formats, so bring their requirements into the brief.
We also identify font and image licences. An artwork file and permission to use a third-party font are different things. Ownership, usage rights and any continuing licence obligations belong in the written agreement.
Keep a good existing logo when it still works.
A review may find that the mark is sound and the problem is inconsistent application. In that case, cleaner files, a tighter palette or more useful guidelines may be the right scope. A new mark is discussed when the brief supports that change.
Send the best existing files you have and a few examples of how you use them. We will confirm what can be retained, what needs rebuilding and which final assets are required.