A mark that works. Everywhere it needs to.

A logo is the most compressed expression of your brand. Everything you are, distilled into a single mark. It needs to be distinctive enough to remember, simple enough to work at any size, and versatile enough to appear across every context your brand will ever inhabit.

That’s a lot to ask of one small piece of design. But when it’s done well, a logo becomes inseparable from the business it represents. It earns recognition over time and carries meaning that goes far beyond what’s literally depicted.

I design logos built for the real world – not just logos that look good in a presentation, but logos that hold up on signage and screens, on business cards and building facades, embroidered on uniforms and squeezed into browser tabs.

What Makes a Logo Work

Logo design isn’t about trends or personal taste. It’s about function. A logo has specific jobs to do, and the design needs to serve those jobs.

Recognition

A logo needs to be distinctive enough that people remember it and recognise it when they see it again. This doesn’t require complexity – often the opposite. The most recognisable logos in the world tend to be remarkably simple. What they have is a clear, ownable idea executed without unnecessary elements.

Reproduction

A logo will appear in contexts you can’t predict – printed in newspapers, embroidered on fabric, etched into glass, displayed on screens of every size and resolution. It needs to reproduce cleanly across all of these. A logo that relies on fine details or subtle gradients will fall apart when it’s shrunk to a favicon or printed in single colour on a form.

Versatility

Your logo will sit on white backgrounds, dark backgrounds, coloured backgrounds, photographs, busy layouts. It will appear in horizontal spaces and vertical spaces, in isolation and alongside other elements. A logo that only works in one configuration isn’t finished.

My background in advertising informs how I think about these things. Advertisements live in hostile environments – cluttered magazine pages, busy websites, shelves full of competing products. A logo designed with that reality in mind is a logo built to survive.

What I Deliver

Logo design isn’t one file – it’s a system of files ready for every situation your brand will encounter.

Primary Logo

The main version of your logo – the one you’ll use most often when space and context allow.

Logo Variations

Stacked and horizontal versions, so the logo works in different proportions. An icon or symbol version for contexts where the full logo won’t fit. A wordmark version if applicable. Each variation designed intentionally, not just mechanically rearranged.

Colour Versions

Full colour for standard use. Single colour for contexts where colour printing isn’t available or appropriate. Reversed versions for dark backgrounds. Each one tested to ensure it works.

File Formats

Vector files (AI, EPS, SVG) for print and scalable use. Raster files (PNG, JPG) for screen and digital use. Files optimised for web, for social media, for documents. Everything organised and clearly labelled so you or your team can find the right file when you need it.

Usage Guidance

Basic guidance on how the logo should and shouldn’t be used – minimum sizes, clear space, what to avoid. For a full brand guidelines document, that’s part of a brand identity project rather than logo-only, but I include enough documentation that you won’t misuse your own logo.

Logo vs Brand Identity

It’s worth being clear about the difference.

A logo is one component – the mark itself. Brand identity is the complete visual system: logo, colours, typography, graphic elements, imagery style, all documented in guidelines that ensure consistency across everything you produce.

Some clients need just a logo. Perhaps you already have colours and fonts established and simply need a mark to tie it together. Perhaps you’re a small operation and a full identity system would be overkill for now.

Other clients need the full system. If you’re building a brand from scratch, or rebranding comprehensively, a logo alone won’t give you the consistency you need. Everything else – your website, your packaging, your documents – will still look disconnected without the broader system to hold it together.

I offer both. If you’re unsure which you need, we can discuss it.

Learn more about Brand Identity Design

How I Approach Logo Projects

Discovery

Before sketching anything, I want to understand what this logo needs to represent. What does the business do? Who does it serve? What are the values and personality? What’s the competitive landscape – what do others in your space look like? Are there existing brand elements the logo needs to work with? The answers shape the creative direction.

Exploration

I develop initial concepts – typically two or three distinct directions that interpret the brief differently. These aren’t rough sketches but developed concepts, presented in context so you can see how they might work in the real world. We discuss what resonates, what doesn’t, and which direction to pursue.

Refinement

Once a direction is chosen, I refine it – adjusting proportions, testing at different sizes, developing the variations, ensuring it works across all the contexts it needs to. This stage often involves several rounds of review as we fine-tune the details until it’s right.

Delivery

Final files delivered in all necessary formats, organised and documented. If you need guidance on working with your printer or implementing the logo in specific contexts, I’m happy to help with that too.

For Brands

If you’re coming to me directly as a business owner, here’s what to expect.

I’ll ask questions – about your business, your audience, your ambitions. Logo design decisions should be grounded in something real, not just aesthetic preference. A logo that looks nice but doesn’t connect to what your business actually is won’t serve you well over time.

I’m comfortable working with businesses at different stages. If you’re a startup and this is your first proper logo, I can guide you through the process. If you’re an established business that’s outgrown your original mark, I can help you evolve without losing recognition you’ve built.

Learn more about how I work with brands

For Agencies

If you’re an agency with logo projects that need external support, I can work to your brief and process.

Sometimes agencies need to outsource logo work – overflow, a project outside the team’s usual scope, or a client relationship where fresh outside thinking would help. I’m comfortable slotting into your workflow, presenting to your team or directly to your client, and delivering work ready for your review process. White-label as standard.

Learn more about how I work with agencies

Who This Is For

New Businesses

You’re starting something and need a logo that establishes credibility from day one. Something you’ll be proud to put on a business card, a website, a shopfront.

Businesses That Have Outgrown Their Logo

Your current logo was designed years ago – maybe by you, maybe by a friend, maybe by a cheap online service. It doesn’t represent who you’ve become. Time for something that fits the business you are now.

Businesses With Technical Problems

Your logo looks fine on screen but falls apart when printed. Or it only works on white backgrounds. Or there’s no proper vector file so it pixelates when scaled. You need a logo that actually functions.

Businesses Preparing for Growth

You’re about to scale – raising investment, expanding the team, entering new markets. Your logo will face more scrutiny and appear in more places. It needs to hold up.

Related Services

Brand Identity Design

If you need more than a logo – a complete visual system with colours, typography, and guidelines – brand identity design delivers the full package.