A good logo is not the one people like, it is the one that works
A logo is a mark, not a work of art. Its job is to make the brand recognisable even at its smallest. On an app icon, in the corner of an invoice, on a shop sign, it has to say the same thing.
We do not start by picking colours. We work in black and white and in a single tone first, because a mark that holds up there holds up anywhere. On delivery every file format arrives together with the rules for using it.
Scale testing
The mark is tried at its smallest first. If detail disappears there, the detail is surplus.
Single colour version
Stamps, engraving, single colour print. A logo that fails without colour is unfinished.
Usage rules
How much space stays around it, and which version goes on which background.
File set
Vector, web and print files are delivered together. The source file is yours.
Logo Design
A timeless mark that still reads when it shrinks.
- 001Market and competitor research
- 002Concept directions and sketches
- 003Symbol and wordmark construction
- 004Grid, safe area and minimum size
- 005Vector and raster file package
(01)BRIEF
What the brand does, where the mark will appear and what it must not resemble.
(02)SKETCH
Several directions are drawn, all of them in black and white.
(03)SELECTION
One direction is chosen and presented with its reasoning.
(04)REFINEMENT
The geometry is corrected and scale and background tests are run.
(05)DELIVERY
Every file format is handed over with the usage guide.
Let us talk about your business.
The first conversation is free and you are not obliged to buy anything. We work out what needs doing, then continue with a written proposal.