Logo Design

It depends on the number of variations and revision rounds. The process starts with a discovery call and speeds up once you approve a direction. A firm timeline is given at the quote stage, once scope is clear.

Yes, we design the logo as vector art from the start so it holds up on large surfaces like signs, vehicles, and glass. Because signage is our own side of the house, the team that designs your logo and the team that produces your sign are the same. No color or proportion drift.

Yes, delivery includes all working and usage files for your logo, so you are never dependent on us to use it elsewhere.

There is, though everyday speech blurs it. An emblem is the shape or symbol standing for the brand, recognisable on its own. A logo is the whole formed by that shape together with the written name of the brand. Some brands run on the emblem alone, others on the wordmark alone. We build both together on every job, because signage, business cards and social media each want a different arrangement. Even if you ask only for an emblem, you receive the symbol and the written version together.

The timescale follows the scope of the work. A single logo and a full identity covering logo, business cards and signage application are not the same job, and pricing follows that scope. How many directions are presented, how many rounds of revision are included, and whether the files for signage are prepared as well all affect the figure directly. Current numbers are written openly on the packages page.

There are four main forms and the choice depends on the nature of the business. A wordmark is the name itself, custom drawn, and works well where the name is short and memorable. A monogram is built from initials and rescues businesses with long names on small surfaces. A symbol is an abstract or literal shape, and since recognition on its own takes years, new brands generally use it alongside the name. An emblem interlocks shape and text, giving a classic and established impression, though it loses detail when reduced. For most businesses the right answer is a wordmark delivered together with a small symbol.

We do not start on screen. First we talk about the business, who it sells to and how the competitors look. Then a large number of sketches come out on paper, and most of them exist to be eliminated. Eliminating is the real work of design. The few directions left move into digital, where proportion and spacing are tuned. What reaches you is the result of that filtering, so we discuss three directions rather than a hundred sketches. Once a choice is made the refinement stage begins, and that is often the longest part.

We do, and not to resemble them but to separate from them. It is common for everyone in a sector to reach for the same symbol. A roof in estate agency, a lorry in haulage, a cross in healthcare. Those conventions tell a customer quickly what you do, but they do not distinguish you from the business next door. A competitor sweep shows us which ground is crowded and which is empty. Sometimes the right decision is to stay inside the convention with a different reading of it, sometimes to step outside it entirely. Either way it is a deliberate choice rather than an accident.

A logo's life is measured in years, a trend's in months. A business that takes on today's fashionable effect finds itself renewing its signage, its cards and its vehicle three years later. So we recommend a plain, structural mark. Plain does not mean bland, it means taking out what is not needed. Character is carried by colour, typography and the use of space. When those three change the brand reads as refreshed while the mark stays put, which means accumulated recognition is not thrown away.

It can, and it is worth discussing at the start. A long name runs horizontally, so it does not fit narrow shopfronts, and in the square frame of social media it shrinks past readability. The usual answer is a two-layer delivery. The full name for horizontal use, an abbreviation or monogram for small spaces. With some businesses we also suggest simplifying the name. Writing the full legal title into the logo is not compulsory, the title can stay on the invoice while the logo carries only the brand name.

We do not promise unlimited revision, and the reason is honesty. Processes described as unlimited either run out early in practice or keep the work open indefinitely and wear out both sides. Instead we give a clear scope, and how many directions are presented and how many rounds of correction are included is written on the packages page. Our experience is this. With a good brief, three directions are usually enough. Seeing a large number of options does not make the decision easier, it makes it harder.