Brand & identity

An identity with a clear idea behind it

For new businesses finding their voice, or established brands reconsidering their visual direction, a logo should make the right impression without needing a long explanation. My focus is on simple forms, purposeful typography and the relationships between them.

The first step is understanding the business: its audience, positioning, character and practical needs. These become criteria for design decisions, from the structure of a symbol to the weight of a wordmark.

From brief to a usable system

We begin with a written brief and a discussion of where the identity needs to work. I explore focused directions, explain the thinking behind them and refine the selected concept through feedback.

The final scope is agreed before work begins. Depending on the project, delivery can include the main logo, secondary arrangements, colour references, typography guidance and files for print and digital use.

Prepare for a productive conversation

A useful starting point is your business description, the people you want to reach and examples of where the logo will appear. You do not need to arrive with a finished visual idea.

Read the logo design brief questions to prepare, or explore selected identity work to see how different briefs lead to different forms.

Before choosing a direction, review the logo design basics and what to prepare before hiring a designer. You can follow the full reading paths in the logo design journal.