Making things look good since... sometime in the early 2000s Logo and Identity Design

Think of them as three levels of identity support. The Mark gives you the essentials: a strong logo direction, development of the chosen concept, and the files you need to use it properly. The Standard adds more identity structure, including colours, fonts, email signature design, social media cover images, and a little more exploration. The Legacy gives you a more complete identity system, with extra concepts, brand guidelines, priority refinement, and more usage examples so your logo is not left to fend for itself in the wild.

No. And that is intentional. These packages are focused on logo and visual identity design. We will look at your business, competitors, audience, and how the identity needs to be used, but we are not selling a full strategic rebrand with deep research, positioning workshops, naming, messaging, and internal rollout. If you need that, we will tell you. If you need a strong practical identity that supports your website and marketing, that is much more our lane.

Yes. Each package includes refinement of the chosen direction so we can shape it into something you are confident using. What is not included is an endless “try one more thing” loop until everyone forgets what the original problem was. If the scope starts growing, we will flag it early and quote any extra work clearly.

Yes, but let’s call it what it is. We do a practical competitor review so we can see what already exists in your space, what visual clichés to avoid, and where there may be room to stand out. The depth depends on the package. It is not a giant research report. It is enough to make smarter design decisions.

You will receive the standard logo files you need for everyday use, including PNG, JPEG, PDF, and EPS. Depending on the package, you may also receive supporting identity assets, style sheets, brand guidelines, mockups, and usage examples. And yes, we will do our best to explain which file to use where without making you feel bad for not knowing what an EPS is.

Yes. Some of that is already included in the packages, and additional collateral can be quoted if needed. Common add-ons include document templates, signage files, social media templates, packaging support, print collateral, and campaign assets.

Timing depends on the package, feedback, and how quickly decisions are made. Smaller logo projects can usually move faster. More complete identity systems need more thinking, more refinement, and more care. We will confirm timing before the project starts so everyone knows what is happening and when.

Yes. Sometimes the logo is fine, but the identity around it is weak. Sometimes the logo needs a refresh rather than a full replacement. Sometimes the kindest thing we can do is gently tell you the logo has served its time and deserves a dignified retirement. We will look at what you have and recommend the most sensible path.