Logo design

Designed among your competitors, not in isolation

A logo can be well drawn and still fail because it looks like everyone else in the sector. Every dental clinic with a tooth, every builder with a roof, every software company with a blue gradient. On a shelf, a search result or a list of suppliers, it disappears.

We start by laying out the logos of your nearest competitors side by side. It quickly shows the colours, shapes and styles the market already uses, and therefore the space where yours can be different. Concepts are then judged against that wall, not on a blank page.

Small sizes are the real test

Logos are usually approved large, on a screen, and then mostly used small: a browser tab, a social profile picture, an embroidered polo shirt, the footer of an invoice. Fine lines disappear, thin text becomes unreadable and detailed illustrations turn into a smudge.

Every concept is checked at favicon size and in single colour before it is shown to you. For the final logo we create a simplified icon version for the smallest uses, because a mark that works at both extremes rarely exists without one.

You receive all the formats you will need: vector files for print and signage, PNGs for everyday use, and SVG for the web. Each comes in colour, black and white versions.

• Horizontal, stacked and icon versions
• Colour, black and reversed variants
• SVG, PDF, EPS and PNG files
• A one-page sheet on spacing and minimum size