Graphic Design
Brand identity basics: what a logo can and cannot do for you
A logo is the most visible part of a brand and the most misunderstood. Here is what it can do, what it cannot, and what to ask for when you commission one.
5 min read
Service 02 of 07
Creative & Graphic Design
Visual identity with a clear point of view.
Logos, brand systems, marketing collateral and social creatives that make your brand recognisable at a glance.
Overview
What it is, and who it is for
Good design makes a business recognisable before a single word is read. We create logos, identity systems, marketing material and social creatives that clearly belong to one brand, wherever they appear.
This service is for new businesses that need an identity from scratch, established brands that have drifted into inconsistency, and marketing teams that need a steady supply of on-brand assets without running a full studio.
At a glance
- Logo, colour and type system
- Written brand guidelines
- Organised source files
- What you get
- 8 deliverables
- How we work
- 4 clear steps
What you get
What you walk away with
Every engagement is scoped to your needs. These are the pieces this service usually includes, so you know what to expect before we start.
- 01
Logo and mark
A primary logo, secondary lockups and an icon mark, supplied in vector and web formats.
- 02
Colour and type system
A palette and typeface pairing with clear usage rules and accessible contrast.
- 03
Brand guidelines
A concise guide that shows anyone on your team how to use the identity properly.
- 04
Marketing collateral
Brochures, flyers, pitch decks, business cards and signage, ready for print or screen.
- 05
Social media kit
Templates for posts, stories, covers and ads, so your feed looks like one brand.
- 06
Icons and illustration
Custom icons and illustrations that carry your style into your product and website.
- 07
Packaging and merchandise artwork
Print-ready files prepared to your vendor's specifications.
- 08
Organised source files
Editable, neatly layered files and exports, named and sorted for easy reuse.
Our approach
A clear path from brief to delivery
Our four-step rhythm, tuned for this discipline. You always know what is happening now and what comes next.
Step 01
Read the brand
We learn your audience, your competitors, your personality and the places your brand will live, from shop signs to app icons.
Step 02
Explore directions
We present two or three distinct visual routes with moodboards and rough concepts. You choose a direction before we polish anything.
Step 03
Refine the system
The chosen route becomes a full identity. We test it small and large, on dark and light, on screen and in print.
Step 04
Deliver and roll out
You receive final files, guidelines and templates, and we help you apply the identity across your website, social channels and printed material.
Toolkit
Tools of the craft
- Design
- Figma
- Adobe Illustrator
- Adobe Photoshop
- Adobe InDesign
- Motion
- Adobe After Effects
- Lottie animations
- Foundations
- Grid systems
- Type scales
- Colour contrast checks
- Delivery formats
- SVG
- PNG and WebP
- Print-ready CMYK files
We work in the software your team and printers already use. Naming a product here is not a claim of partnership.
A good fit if
- You are launching and need an identity that looks established from the first day.
- Your materials look as if they came from several different companies.
- You need regular creatives for campaigns and social without managing freelancers.
- You want editable files and clear rules, not just a logo attached to an email.
Not quite your situation? Tell us anyway. If we are not the right team, we will say so.
Check your fit with usFAQ
Ask a questionStraight answers
Questions worth asking about this service. If your question is not here, ask us directly.
We usually present two or three distinct directions, each with the reasoning behind it. You pick one to refine, and the number of revision rounds is agreed in the scope so there are no surprises.
Yes. You receive editable vector files along with exports for web, social and print. Once the project is complete, the identity is yours to use without restriction.
Yes. If you already have guidelines, we follow them. If they have gaps, we suggest small additions rather than a redesign you did not ask for.
We prepare print-ready artwork to your printer's specifications and can check proofs with them. The printing itself is handled by the vendor you choose.
From the blog
Worth reading before you start
A practical guide on this topic, useful whether or not you end up working with us.
Start the conversation
Ready to look like yourself?
Share where your brand is today and where you want it to be. We will propose a design scope that fits.