Designed in monochrome first
If the mark does not work in one colour it is relying on gradients to do its job. It will be embroidered, etched and faxed at some point, and it needs to survive all three.
Branding & Creative
Logo Design
Logo design that survives contact with reality: legible tiny, reproducible in one colour, and delivered with the files and rules your printer, your sign shop and your developer each need.
Free proposal · No contracts over 30 days · Reply within one business day
- Smallest size every mark is tested at
- 16pxSmallest size every mark is tested at
- Colour it must work in before any others are added
- 1Colour it must work in before any others are added
- Ownership and source files transferred to you
- FullOwnership and source files transferred to you
The problem
Most logo deliveries are a JPEG and a hope. There is no vector, no monochrome version, no clear-space rule and no favicon — so within a year there are five inconsistent variants in circulation and the sign company has redrawn it themselves.
How we do it
What the work actually involves
Tested at the sizes it will actually appear
16px favicon, app icon, business card, van door, building sign. A mark reviewed only at full screen fails the first two, which is where most people will see it.
Every format, with rules
SVG, EPS, PDF, PNG at multiple sizes, favicon set, monochrome, reversed, horizontal and stacked lockups — plus clear space, minimum size and what not to do.
Included
What you actually receive
- Discovery and competitive positioning review
- Three distinct routes, not three variations of one
- Refinement of the chosen direction
- Full file set including favicon and app icons
- Lockups: horizontal, stacked, monochrome, reversed
- Usage guide with clear space and minimum sizes
Tools we use
- Figma
- Adobe Illustrator
Common failures
Where this usually goes wrong
The three we are called in to fix most often. If any of these describe your current setup, that is the first thing we would change.
Approving it at full screen only
A mark reviewed at 800 pixels can be unreadable as a favicon and unusable on a van door. Those are where most people will actually see it.
Designing in colour first
If it does not work in one colour it is relying on gradients to do its job. It will be embroidered, etched and printed in black at some point, and it has to survive all three.
Delivering a JPEG
No vector, no monochrome version, no clear-space rule. Within a year there are five inconsistent variants and the sign company has redrawn it themselves.
Measurement
How you will know it is working
Agreed before we start, so progress is visible in the months before it shows up in revenue.
- Legible at 16px
- Tested as a favicon before sign-off, not after. It is the smallest size the mark has to survive.
- At sign-off
- File set completeness
- SVG, EPS, PDF, PNG at multiple sizes, favicon set, monochrome, reversed, both lockups. Checked against a list.
- At handover
- Usage consistency
- Reviewed a quarter after launch across site, print and social. Drift means the guide was not specific enough.
- Month 3
Questions
Any question in your mind?
The questions we get asked most, answered without the sales gloss. If yours is not here, ask us directly — you will get a straight answer either way.
Still have questions?
Book 30 minutes with a strategist. No deck, no pitch — just answers about your situation.
Book a callTwo rounds on the chosen route. Unlimited revisions sound generous and produce worse work — they remove the pressure to make decisions, and the twelfth round is almost always worse than the third.
Looking for pricing, contract terms or timelines?
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More branding & creative work
- Brand Identity SystemsThe full visual system — type, colour, imagery, layout — documented so it survives being used by other people.Read
- Brand Messaging & PositioningWhat you say, to whom, and why it beats the alternative — including the option of doing nothing.Read
- UI/UX DesignInterface design grounded in how people actually use the thing — research, prototypes, and a system that survives handover.Read
Ready when you are
Ready to Build Your Next Big Project?
Tell us what you are trying to grow. You will get a straight answer on whether we can help, and what it would cost, within one business day.