What makes a logo actually work
A logo's job is recognition, not decoration — it needs to work in black and white, at tiny sizes (a favicon, a social media avatar) and large ones (signage, a banner), and stay legible across every context your brand shows up in. We design with these constraints from the start, not as an afterthought once a pretty concept is picked.
The process matters as much as the final file — a logo chosen quickly based on personal taste often ages badly. We start from what your business actually does and who it serves, then design toward that, rather than starting from generic "modern logo" trends.
What's included
Our process
Discovery
Your business, audience and competitive landscape understood before designing starts.
Concepts
Multiple distinct directions presented, not one option to accept or reject.
Refinement
Feedback incorporated on the chosen direction.
Finalisation
Final design locked and prepared in all needed formats.
Delivery
Files handed over with basic usage guidance.
Who this is for
New businesses needing a first logo, or established ones whose current logo doesn't work well across modern digital contexts (social avatars, favicons, app icons) or simply needs a refresh. Works for a full rebrand or a standalone logo project.
Engagement & pricing
Priced per project based on number of concepts and revision rounds included, quoted upfront so there's no ambiguity about what's covered.
One more thing worth knowing
We also test the mark small — a favicon or app icon — early in the process, since a logo that looks striking at poster size sometimes falls apart entirely once shrunk down.
Frequently asked questions
Typically multiple distinct directions in the first round, not just one design to accept or reject — you should have real options to react to.
Vector files (so it scales to any size without quality loss) plus common formats like PNG at various sizes, including favicon and social-avatar-ready versions.
Yes — a refresh that keeps recognisable elements of your current mark while modernising it is a common and often more strategic choice than starting from zero.
Basic usage guidance is included; a full brand guideline document is available as part of our Brand Identity Design service if you need something more comprehensive.
A few weeks from discovery through final delivery, depending on how many revision rounds are needed to land on the right direction.
Talk to us about logo design.
Free scoping call — we'll tell you what's actually needed, no obligation.