Positioning and tone
A short, usable document: who you are for, what you promise, how you sound. The basis every visual decision rests on.
A brand is not a logo. The logo is its most visible part, but what makes a customer recognise and trust you is consistency — that the invoice, the Instagram profile, the proposal and the website look and sound like the same thing.
So we start from positioning: who you are speaking to, what separates you from the firm next door, and what tone fits that. Only once those answers are clear do we start drawing. A logo made before those decisions is just a picture.
We hand the identity over as a working system with rules, not as a folder of files. The point is that a year later, when you need a new brochure or a new product line, it is clear what the correct answer looks like.
What it includes
Logo and mark
A primary logo plus the variants you will genuinely need — horizontal, stacked, mark only, single colour, for dark and light backgrounds.
Colour and typography
A palette with print and screen values, and a type hierarchy. We check contrast so it is legible and accessible, not just attractive in a presentation.
Brand guidelines
How the identity is used and what must not be done with it. The document you hand to the printer, the new marketing hire and every external supplier.
Application across materials
Business cards, letterheads, proposal templates, social profiles, email signatures. An identity proves itself in application, not in the presentation deck.
How it runs
01 — Discovery
A conversation about the business, its customers and its competitors. We review how the sector looks so we know what to differentiate from.
02 — Direction
Two or three distinct visual directions, each with its reasoning. You choose a direction before it gets refined.
03 — Development
The chosen direction is refined into a finished logo and a complete system of elements.
04 — Documentation
The brand guidelines and every file format you need, vector included, for print and for web.
What We Do
01
Logo design
02
Brand guidelines
03
Visual system
04
Marketing materials
05
Brand strategy
Ideal For
·New companies
·Rebranding
·Premium positioning
·Franchise systems
Related Services
FAQ
No. A logo on its own rarely solves anything. You get it together with a palette, typography, usage rules and application across the materials you actually use. If a logo alone is genuinely all you need, say so at the consultation and we will narrow the scope, but we usually advise against it.
Often yes, and sometimes it is the better answer. If the logo has recognition among your customers, throwing it away means discarding accumulated trust. In those cases we work by evolution — cleaning up the form, correcting the type and colour, without breaking the link to what people already know.
Vector files for print and scaling, raster files at various sizes for web and social, dark and light background versions, and single-colour variants. Plus the guidelines. It is all yours — rights transfer on delivery.
Yes, and it is easier, because there is nothing to unpick. The difference is that the research rests on the market and competitors rather than an existing customer base. For a new business we usually recommend a tighter scope — an identity that will hold for the first few years, rather than an exhaustive system you do not need yet.