Logo & Brand Identity

A logo is one mark. An identity is the system that makes everything you publish look like you: a colour palette, two or three typefaces with their weights, spacing rules, and a photographic style. A logo on its own leaves every post as a fresh decision for whoever designs it; the system is what stops your brand looking different everywhere it appears.

Yes, and the vector source files are delivered, not only images. Vector is what scales to a shopfront sign without falling apart, and what can be edited later. Delivering PNG alone looks sufficient right up to the first sign or the first embroidery — at which point you discover you own a picture of your logo rather than your logo.

We present a small number of genuinely different directions, not twenty versions of one idea. Volume looks generous and is actually a deferred decision: shown twenty options, a client picks the least objectionable rather than the right one. Each direction is shown applied to real use — a sign, a post, an interface — rather than floating in space.

When the logo is known to your current audience and the problem is in its application rather than its idea: inconsistent colours, drifting typefaces, missing files. A refresh then protects what you built. Starting over is right when what you sell, or who you sell it to, has changed — at which point the old identity describes a business that no longer exists.