A mark that works everywhere it needs to — at any size, in one colour, on screen and in print.
A mark that works everywhere it needs to — at any size, in one colour, on screen and in print.
A logo has to hold up at favicon size, embroidered on a shirt, and reversed out of a photograph. We design for the hardest of those cases rather than the prettiest.
Research, then broad exploration, then a small number of serious directions developed properly. We would rather show three considered routes than twenty thumbnails.
Every format and variant you will realistically need, with clear guidance on minimum sizes, spacing and the treatments to avoid.
A mark has to survive a favicon, an embroidered shirt, a single colour, and being reversed out of a photograph. We design for those rather than for the presentation slide, because the presentation is the one place it will always look good.
Fine detail is the usual casualty. If it disappears at sixteen pixels, it is decoration rather than identity.
Research first — your market, your competitors, and where you need to sit relative to them. Then broad exploration on paper, then a small number of serious directions developed properly.
We would rather show three considered routes than twenty thumbnails. Twenty thumbnails is a way of transferring the decision to you.
Vector source files, and exports in every format you will realistically need: full colour, one colour, reversed, horizontal and stacked lockups, plus favicon and app icon sizes.
Alongside them, clear guidance on minimum sizes, clear space and the treatments to avoid — the part that keeps the mark intact once other people start using it.