Service

Brand identity and design systems

A mark that still works on a van door, a business card, an invoice and a 16-pixel favicon.

Included with every website

The problem

Most small business logos are designed once, at one size, on a white background — and then fail everywhere else. They lose legibility when embroidered, disappear as a favicon, and have no defined colours, so every piece of print comes back a slightly different shade.

The result is a business that looks subtly different in every place a customer encounters it, which quietly costs it recognition.

How we approach it

We design the mark at the smallest size it will ever be used and work upwards, because a logo that survives a favicon survives everything. Colours are specified with real values and checked for contrast, so text on brand colours stays legible rather than becoming an accessibility problem later.

You get three directions to choose from rather than one, and the finished identity arrives as files you can hand to a signwriter, a printer or another developer without coming back to us.

Deliverables

What we deliver

Three logo directions, refined into one final mark
Primary, secondary and monochrome versions for dark, light and single-colour use
A colour system with values specified, and text combinations checked against WCAG AA
Type choices with a licensed, web-usable stack
Favicon and social share assets generated from the mark rather than squashed from it
Files in vector and raster formats, yours to keep

How it runs

The process for this work

The same sequence on every project, which is why the timeline can be honest.

Discover

What the business does, who it serves and how it wants to be perceived.

Direction

Three distinct routes rather than three variations of one idea.

Refine

One route chosen and developed properly.

System

Colour, type and usage rules defined.

Test

Checked at favicon size, in monochrome and on both dark and light grounds.

Handover

Every format packaged and handed over.

Examples

Where we have done this

Live sites you can open and use, not concepts.

apexlongevity.store

Apex Longevity

A US longevity supplement brand on Shopify, built around the product page rather than the homepage.

Read the case study

Questions

Brand identity — the common questions

Do I get the source files?

Yes. Vector and raster formats, in every colour variant, and they are yours. You can hand them to a signwriter or another designer without needing us in the loop.

Can you refresh an existing logo rather than start over?

Often, and it is usually the better answer when a business already has recognition. A refresh keeps what customers recognise and fixes what does not work technically — legibility at small sizes, undefined colours, no monochrome version.

Is branding included or extra?

Logo design is included with every website package, with three directions to choose from. A full brand kit — extended colour system, type rules and complete asset set — is a £120 add-on.

What usually goes with this

From £499

Discuss your project.

Tell us what you are trying to achieve and we will tell you what it takes — including if the honest answer is that you need less than you think.

Book a call See pricing