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A logo you can actually use, in every format you need.

A mark drawn properly and delivered as a working set: every lockup, every format, the sizes it stops working at, and the rules for using it.

Logo sketches worked up in pencil across a sheet of layout paper.
Typical length
Four to six weeks
Routes shown
Three
Ends with
Files and rules
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What you are actually buying

A logo is used at eighteen millimetres on a business card and across a six-metre stand. It appears on white, on photographs, on a dark app icon and embroidered on a shirt. A file that works in one of those places and fails in the others is not finished, and most of the logos we are asked to fix failed on exactly that.

So the work is drawing the mark and then proving it. We test it small, in one colour, reversed out, on the worst background it will realistically sit on, and at the size where it stops being legible. Where it breaks, we draw the version that does not break, which is why the delivery is a set of files, one for each place it has to work.

Three routes come back, each with the reasoning. We say which we would choose. What we will not do is present a wall of options and let you pick, because that is a way of avoiding the recommendation you are paying for.

This page is the smaller of two things you might want. If the question is broader than the mark, and it usually is, brand identity design is the honest answer and we will say so on the first call, before taking the brief.

Scope

What is included

  • Discovery and reference

    What the mark has to do, where it will be used, and what the category already looks like. A logo that resembles three competitors is a research failure before it is a drawing failure.

  • Three routes, drawn

    Each genuinely different, each shown in the places it will be used, never floating on a white square, and each with the argument for it written down.

  • Refinement

    Three rounds on the chosen route: proportion, spacing, weight and the optical corrections that make a mark sit right, which is a different thing from measuring right.

  • The lockup set

    Horizontal, stacked, icon-only and responsive versions, plus the co-branding lockups if you need them, all built on the same construction.

  • Every format

    Vector masters, and exports for print, screen, social, favicon and app icon. CMYK, RGB, Pantone and one-colour versions, named so a printer knows which to use.

  • Usage rules

    Clear space, minimum sizes, approved colourways, the backgrounds it may sit on and the things people will otherwise do to it. Short enough that somebody reads it.

How it runs

  1. Week one

    Discovery and a category audit. We agree where the mark has to work, what it has to sit beside, and what it must avoid resembling. You approve that before drawing starts.

  2. Weeks two to four

    Three routes drawn and shown in context, with our recommendation. You choose one and we refine it over three rounds, testing it small, reversed and in one colour as we go.

  3. Weeks five and six

    The full lockup set built, every format exported and named, and the usage rules written. Handover includes the vector masters, so any designer you work with afterwards has what they need.

What you get

  • Vector master artwork in AI, EPS, SVG and PDF
  • Horizontal, stacked, icon-only and responsive lockups
  • Colour, one-colour, reversed and mono versions
  • PNG and JPEG exports at the sizes you will actually use, plus favicon and app icon
  • A short usage sheet: clear space, minimum sizes and approved colourways

How it is judged

  • Whether it holds at the smallest size you use it
  • Whether it survives one colour and reversed out
  • Whether anybody has to ask us for a file afterwards
  • Whether it is distinct from the marks it will sit beside

Questions we get asked

How much does a logo cost?

It depends on the lockups and formats you need, and we quote a fixed figure before starting, so there is no hourly rate quietly moving. What we will say plainly is that a logo bought for a few thousand rupees is a stock mark somebody else also owns, and you will find that out at the worst moment.

How many revisions do we get?

Three rounds on the chosen route, which is enough for any decision that is actually about the mark. If round four is being asked for, the disagreement is usually about direction, and execution is being blamed for it, and we go back to the routes rather than nudging the current one.

Do we own the logo?

Yes, outright, including the vector masters. We do not license marks back to clients and we do not hold source files. Any designer you work with afterwards can pick up exactly what we delivered.

Can you help us trademark it?

We run a search for obvious conflicts in your category before we get attached to a route, which avoids the expensive discovery. The filing itself is a lawyer's job and we will introduce you to one instead of pretending it is ours.

What if none of the three routes works?

Then the brief was wrong and we go back to it at our cost, because three routes that all miss means we did not understand what the mark had to do. It happens rarely and it is not something you should be paying twice for.

Do we need a full identity as well?

Most companies eventually do, and you do not have to decide now. A logo done properly here is the foundation an identity is built on, and nothing in this scope gets thrown away if you take that step later.

Next

Tell us where the mark has to work

Send us the places the logo will appear: the sign, the pack, the app, the shirt, the stand. That list decides more about the drawing than any adjective in a brief, and it is where we start.

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