Brand and logo identity
Identity is the discipline where volume is most dangerous. Generating four hundred marks is trivial. Knowing which three deserve a presentation, and being able to defend that choice to a board, is the entire job.
How the exploration runs
The first week is deliberately wide and mostly discarded. What survives gets redrawn as vectors by hand, because a generated mark will not hold up at favicon size, will not have consistent stroke weights, and cannot be handed to a sign fabricator.
What you receive
A primary mark with responsive variants, a type system with licensing sorted, a colour palette specified for screen and print, and a guidelines document written for people who were not in the room. Everything arrives as editable vectors.
Why three routes and not one
Presenting a single direction asks a client to approve or reject rather than to choose. Three distinct routes, each defensible, produce a better conversation and a decision your stakeholders can live with six months later when someone questions it.
- Wordmarks, monograms, responsive lockups
- Redrawn as clean vectors, not traced output
- Type licensing checked before we recommend
- Guidelines written for non-designers
Questions about brand and logo identity
How many logo concepts will I see?
Three fully developed routes, each defensible to a board. Hundreds are explored and discarded first. Presenting one asks you to approve or reject; presenting three lets you actually choose.
Is a generated logo safe to trademark?
Final marks are redrawn by hand as vectors, which is what makes them consistent enough to register and to hand to a sign fabricator. Your trademark attorney still runs the clearance search.
Where to go next
Related pages people usually read alongside this one.
Tell us what needs designing
Send the brief in whatever state it exists. We read it before the call rather than making you present it.