ServicesBrand identity
A mark that still works in ten years
Most logos are drawn at the size they look best and then fail everywhere else. A mark has to survive a browser tab at 32 pixels, a truck door at two feet, and being stitched onto a cap by someone you will never meet.
Drawn small first
If it holds at 32 pixels it holds anywhere. Working from the smallest use upward kills the fine detail and the thin strokes early, while they are cheap to lose, instead of after the signage is ordered.
A system, not a logo
Colour with real values, type with real sizes, spacing rules, what the mark may sit on and what it may never sit on. The logo is one object in that set. It is the set that makes everything you produce afterwards look like it came from the same company.
Written down
A manual, so the next person who touches it — a printer, a sign shop, an employee, whoever you hire after me — gets it right without asking. An identity that only works while its designer is available is not finished.
Made for the places you actually use
Cards, signage, document templates, the profile picture cropped square, the version that has to go on a dark background, the one-colour version for when someone can only print one colour. These get designed rather than improvised later.
What you get
- The mark, in every version you need
- Colour and type system with values
- Stationery and document templates
- A usage manual
- Files for print, screen and whoever asks next
Who it is for
- Businesses whose logo was made in an afternoon and has been apologised for since
- Companies that have outgrown the mark they started with
- Anyone whose brand looks like a different company in every place it appears
About this service
- How many directions do I see?
- Two or three, each a real proposal rather than a variation of one idea, and each shown on the things you will actually use it on. You pick one, and that one gets refined.
- What if I already have a logo?
- Then the question is whether it is worth keeping. Sometimes it is and the work becomes the system around it. I will tell you which one I think it is before you pay for either.
- Do I get the source files?
- Yes, in the formats a printer, a sign shop and a developer each need, so you are never stuck waiting on me for a file.