Brand & Digital
Logo and brand identity design that holds up everywhere
A single image file is not an identity. Our logo and brand identity design work gives a business a mark, the versions of it that real life demands, the colours and type that sit around it, and the rules that keep all of it consistent on a website, a van, a shirt and a business card.
Three ways people get a logo
Search for logo design and you get generators, contest marketplaces and design studios on the same screen. They are not competing on price. They produce genuinely different things.
A generator
You type a business name and pick from machine assembled options built out of a shared library of shapes and fonts.
What you end up with
A file, fast. Another business in another state can generate something close to it, and there is no system underneath.
A contest or marketplace
Many designers submit ideas, you choose one, and most of the entries were produced without any knowledge of your market.
What you end up with
Range, at the cost of depth. The winning idea is judged on first impression rather than on how it behaves at small sizes or in one colour.
Custom identity design
The mark is developed against your business, your customers and the competitors already in front of them.
What you end up with
A mark plus the variations, colours, type and rules that make it usable. This is what we do.
Deliverables by scope
What is in the identity system
Deliverables and revision rounds are defined up front, so nobody discovers halfway through that a file everyone assumed was included is not.
- 01
Logo design
The primary mark, developed against the business, its market and the customers it wants.
- 02
Logo variations
The versions real use demands. Wide, stacked, compact icon, and single colour where the surface forces it.
- 03
Brand colours
A working palette rather than one accent, with the supporting tones a website and printed material both need.
- 04
Typography direction
The typefaces and weights that go with the mark, chosen so they survive body text and not just headlines.
- 05
Visual identity guidelines
Clear space, minimum sizes, correct usage and the things that should never be done to the logo.
- 06
Digital brand assets
The files the business uses weekly, sized for profiles, signatures, documents and the website.
Where the identity gets applied
An identity earns its money on the things customers physically encounter. A business looks established when the van, the shirt, the card and the site clearly come from the same company.
These are handled as part of the same design work, so nothing gets redrawn from scratch by whoever happens to be printing it.
Social media branding pack
Profiles and covers
Correctly cropped versions for each profile, so the mark is not squeezed into a circle and cut in half.
Vehicle wrap design
Vans and trucks
Laid out for a moving surface, where legibility at distance matters more than detail.
Apparel design
Shirts and workwear
Simplified where stitching and single colour printing demand it, without losing the mark.
Business cards and brochures
Handed over in person
Print ready layouts that carry the same palette and typography as everything else.
Door hangers
Neighbourhood work
Built for a short read at a front door, with one clear action on them.
Branded merchandise
Pens, cups and the rest
Small surfaces that need the compact version of the mark rather than a shrunken full lockup.
Vector and raster files, and why both exist
This is the part almost nobody explains, and it is the reason a logo sometimes looks blurry on a sign or refuses to print properly. There are two kinds of image file and they behave completely differently.
Drawn as shapes and maths
Drawn as a fixed grid of pixels
Scales to any size with no quality loss
Goes soft and blocky when enlarged
SVG, EPS and PDF
PNG and JPG
Signs, wraps, embroidery and large print
Websites, email, social and documents
The master to keep forever
The everyday working copies
The practical test
If the only logo file you can find is a PNG pulled off an old website, you do not really own a usable identity. A printer will ask for vector artwork and you will be paying somebody to redraw the mark before you can put it on anything.
Colour behaves the same way. Screens mix light and print mixes ink, so the palette needs values defined for both rather than one hex code and hope.
Your logo and trademarks
Worth understanding early, because it can influence the mark itself. The United States Patent and Trademark Office describes a trademark as a word, phrase, symbol, design or a combination that identifies goods or services, which means a logo can function as one.
Some rights come from using a mark in commerce in a given area. Federal registration is not required, but the USPTO explains that it gives broader, nationwide rights. The symbol follows the status, so unregistered marks may use TM or SM while the registered symbol is only for marks that have been federally registered, and rights attach to use with specific goods or services.
Source: USPTO, what is a trademark
Registration is a legal process
Filing and prosecuting a trademark application happens through the USPTO and sits outside design work entirely.
This is not legal advice
The summary above is general public information. Anything that turns on your specific situation belongs with an attorney.
Logo and identity questions
How many versions of a logo do I actually need?
More than one, and fewer than people expect. A primary lockup covers most uses, a stacked or compact version handles narrow spaces, and a simplified icon works for profile pictures and small print. The exact set is agreed per project.
Can a logo be trademarked?
A trademark can be a word, phrase, symbol, design or a combination of them, so a logo can function as one. In the United States some rights come from using the mark in commerce, and federal registration through the USPTO gives broader nationwide rights. This is general information, not legal advice.
What do the visual identity guidelines cover?
How the identity is used rather than how it looks. Which version goes where, how much clear space it needs, the brand colours, the typography direction and the things that should not be done to the mark.
Can you design vehicle wraps and printed material too?
Yes. Alongside the logo itself the work can cover a social media branding pack, apparel design, vehicle wrap design, business cards, brochures, door hangers and branded merchandise such as pens and cups.
Works well alongside
Give the business a mark it can use everywhere
Take the free growth assessment. We'll look at what you have now, where it breaks and what an identity would need to cover.