Brand kit

A logo on its own is not usable

The most common thing we are asked to rescue is a mark delivered as a single high-resolution image. It cannot go on a dark background, it cannot go on a vehicle, it is illegible at the size a browser tab needs, and nobody has the editable file. The design was fine; the delivery was not.

A kit is the mark plus everything required to actually apply it: the variants, the formats, the colour values for screen and print, a type pairing that is licensed, and a short document that says which to use where.

• Primary mark plus horizontal, stacked and icon variants
• Full colour, single colour and reversed versions of each
• Palette with print, screen and contrast-checked values
• A type pairing with the licence cost stated before it is chosen
• Guidelines short enough that people actually read them

Three directions, then one

Three genuinely different concepts at the first presentation, then one developed properly. Twelve variations of the same idea looks like effort and is a way of avoiding the decision; it also produces a brand designed by committee and liked by nobody.

Where an existing mark has equity worth keeping, we will say so and quote a refresh instead. Throwing away recognition you already paid for is expensive in a way that does not show up on the invoice.