BRAND · LOGO DESIGN
A logo that works on a favicon and a shop front
A good logo is simple enough to read at sixteen pixels and strong enough to fill a banner. We design marks and supporting graphics that hold up wherever you need them, and supply them in the right formats.
Why so many logos fail in practice
Most logo problems show up only after the design is approved. Fine lines vanish on a mobile browser tab. A gradient cannot be embroidered on a polo shirt. A wide wordmark becomes unreadable in a square social media avatar. The printer asks for a vector file and nobody has one.
We design for those conditions from the first sketch. Every mark we deliver is tested in one colour, reversed out of a dark background, at very small sizes and in the square and wide formats that websites and social platforms demand. Around the logo we build the graphic elements that make materials recognisable even when the logo is not on them: icons, patterns, dividers and layout rules.
What’s included
Brief and references
A short written brief on what the logo must communicate and where it will be used, with reference boards agreed before drawing starts.
Logo concepts
A focused set of distinct directions, each shown at real size on real applications rather than floating on a white page.
Refinement and drawing
Detailed work on the chosen route: proportions, letter spacing, optical corrections and a small-size version where needed.
Logo system
Primary logo, stacked and horizontal versions, a symbol or monogram for avatars and favicons, and one-colour and reversed versions.
Supporting graphics
Icon style, patterns or graphic devices, colour values and typeface pairing, so the logo has a visual family around it.
Complete file set
Vector and raster files in the formats printers, developers and platforms ask for, organised and named so anyone can find the right one.
AI AT WORK
Where AI does the work
AI DOES
- Collects and sorts logos from your sector so we can see which shapes, colours and styles are overused
- Generates broad sets of rough explorations from the brief, so a designer can test more ideas early
- Renders mock-ups of shortlisted marks on signage, packaging, screens and clothing for quicker decisions
YOUR SPECIALIST DECIDES
- A designer chooses which ideas are worth developing and discards the rest
- Every final mark is drawn and corrected by a designer, not taken from an AI output
- You approve the concept, the refinement and the final file set
How we work
- 01BriefA conversation about your business, audience and uses, written up as a brief and a mandate with budget and sign-off points.
- 02ExploreResearch and rough exploration, narrowed by the designer to the strongest few directions.
- 03PresentConcepts shown applied to your real materials, with an explanation of how each one meets the brief.
- 04Refine and testThe chosen direction is finished, then tested at small sizes, in one colour and in every format you need.
- 05DeliverFinal files, a one-page usage sheet and a short handover so your team and suppliers use the logo correctly.
HOW WE MEASURE
How we measure it
Taste is subjective, so we measure what can be checked: whether the logo does its job in the places you will use it.
- Legibility passes at favicon, avatar and small print sizes
- Correct reproduction in one colour, reversed and on the materials listed in the brief
- Every format your suppliers need delivered and named consistently
Is this right for you?
- You need a new logo, or your current one breaks down at small sizes or on certain materials
- You have no proper vector files and keep sending suppliers blurry copies
- You want a logo designed by a person, with AI used to explore rather than to finish
An indication, not a quote.
Questions we are asked
Is the logo designed by AI?
No. AI helps us research the market and explore a wider range of rough ideas early on, which saves time and money. The final logo is drawn and refined by a designer, who corrects proportions, spacing and details that AI tools handle poorly. That matters for quality and for ownership, as you receive original work prepared specifically for your business.
What files will we receive?
You receive vector files for print and signage, high-resolution raster files for documents and presentations, web-ready files for your site and social profiles, and a favicon. Each comes in full colour, one colour and reversed versions where relevant. Files are named clearly and accompanied by a one-page sheet showing correct use, colour values and minimum sizes.
Can you redraw our existing logo rather than replace it?
Yes. Many businesses have a logo customers recognise but only a low-quality copy of it, or a version that does not work on screen. We can redraw it accurately as clean vector artwork, correct small flaws, and add the versions it lacks, such as a symbol for social avatars, without changing what people already know.