Logo & brand identity

From first sketch to every file

We design the logo, colours and fonts, with guidelines that keep them consistent, and hand over every file a printer or web designer needs. For a new brand we create the whole look; for an existing one we refresh it and change it everywhere at once.

An identity built to be used

A logo earns its keep on the things a business uses every day. So logo design here grows into brand identity design, a working system: the mark and its versions, a palette with print and screen values, typefaces with clear licences and brand guidelines anyone can follow, proved on cards, signs, shirts and screens before handover.

How the work runs

1. Brief. What the business sells, who buys, who competes, and every place the brand will appear, from receipts to vehicles.
2. Directions. Distinct routes for the mark, each shown on real applications, so the choice is made on a business card and a shopfront.
3. Refinement. The chosen route tightened: proportions, spacing, colours tested for contrast, typefaces chosen and licensed.
4. The system. Primary logo, alternate layouts, icon, one-colour and reversed versions, the palette in HEX, RGB and CMYK, and the brand guidelines.
5. Handover. Every file named and sorted for printers, sign makers and web designers, owned by the business.

Proved on the things it will live on

Before handover, each identity is shown on the cards, signs, shirts, packaging and screens it will live on, so the details get settled while they are still quick to change.

Marks across industries

Each mark is drawn to hold up at favicon size and across the front of a building.

Rebrands, switched over in one move

For an established brand, rebranding starts with an audit of every place the current identity appears. The refreshed system follows, then a rollout plan that switches signs, uniforms, vehicles, documents and social profiles together, so customers meet one brand from the first day.

Where the identity goes next

The finished files feed straight into the rest of our work: cards and print, signage, vehicle branding, apparel, social media and a website in the new brand. For a closer look at each part, read What a brand identity includes.