Branding that works everywhere it has to
A logo isn't a picture, it's a working part. It has to read at 40 pixels on a phone and at four feet on the side of a van. It has to print in one colour on a pen and in full colour on a brochure. It has to still look right embroidered on a polo shirt, where fine detail simply disappears.
Designing for all of that from the start is the difference between a logo you use everywhere and one you quietly stop using because it never quite fits. If you're starting from scratch, a logo can come as part of a business startup package.
What you get
- Several initial concepts, then refinement of the direction you like
- Full colour, single colour and reversed versions
- Vector artwork (AI, EPS, PDF) plus web formats (SVG, PNG)
- Colour references in CMYK, RGB, hex and Pantone for print and signage
- Typography and colour guidance so everything stays consistent
- Artwork supplied ready for print, signage, embroidery and vehicle graphics
Colour is not decoration
Colour choice does real work. Red is the colour the brain most associates with hunger and urgency — look at what the fast food chains all use, it isn't a coincidence. Blue reads as trust, competence and calm, which is why it dominates finance and healthcare. Green carries balance and environmental credibility.
Your customers won't be able to tell you why a brand feels right, but they'll respond to it. Getting that right for your market matters more than getting a logo you personally like.
The rest of the identity
A logo on its own isn't a brand. Consistent colour, type, layout and tone across your website, stationery, signage, vehicles and clothing is what makes a small business look established. Because I do the website design and the print, signage and vehicle graphics through one process, it all actually matches — which is harder than it sounds when three different suppliers are involved.
Frequently asked
