A mark you'll still like in three years.
A logo is the easy part — the harder question is whether it still looks right on a business card, a favicon, a t-shirt, and the header of a website you haven't built yet. I design brand identity systems, not just logo files, because that's what actually gets used for the next few years.
I try to stay away from whatever look is trending on design Twitter this year. Good brand identity built around a passing style ages badly; one built around what your business actually is tends to hold up.
You get more than a logo file at the end — a type system, a colour palette with actual reasoning behind it, and guidelines simple enough that whoever makes your next Instagram post won't have to guess.
- Logotype01
- Colour & type system02
- Business card & print03
- Usage guidelines04
- Adobe Illustrator
- Adobe Photoshop
- Figma
A system,
not just a logo.
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01
Positioning
Before I sketch anything, I want to know who you're competing with and what you want people to feel in the first three seconds. Design decisions get a lot easier once that's clear.
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02
Exploration
A handful of real directions, not twenty half-baked options. I'd rather show you three logos I'd actually stand behind than a wall of filler.
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03
Refinement
Once a direction is picked, this is where the real work happens — spacing, proportions, how it holds up at 16 pixels and at billboard size.
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04
System & collateral
Type pairing, colour palette, business cards, a simple guidelines document — the pieces that make the brand usable beyond the logo itself.
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05
File handoff
Every format you'll actually need — vector, print-ready, web-ready — organised in a folder you can hand to a printer without a follow-up email.
Got a project
you're sitting on?
Let's talk it through.
The best briefs come in early — even half-formed. Send me what you've got and I'll come back inside a day with honest thoughts and, if it's a fit, a small plan.
Email me a brief