Brand & Logo
A symbol that remains the same figure on fabric, on metal and in 40 pixels.
Most logos don't fail in design, they fail in application. They look great on the presentation page and fall apart the moment they're embroidered, embossed, glued to a hall sign or shrunk down to an Instagram avatar.
That's why I start at the other end: with the smallest and the toughest application. What works there works everywhere. What falls apart there is not a sign, but an illustration.
That's why I start at the other end: with the smallest and the toughest application. What works there works everywhere. What falls apart there is not a sign, but an illustration.
HOW IT WORKS
Understand. Who are you, who should recognize you, and how? This isn't a questionnaire, it's a conversation. Most of the time, half the task is already solved.
Sharpen. Two, three directions, deliberately far apart. One of them is always the uncomfortable one. Experience shows that it's the one you remember.
Harden. The chosen direction goes through all the applications you really encounter. Only then are there files.
Hand over. A package you can work with without asking me every time. Plus the rules so it still fits together in two years.
Sharpen. Two, three directions, deliberately far apart. One of them is always the uncomfortable one. Experience shows that it's the one you remember.
Harden. The chosen direction goes through all the applications you really encounter. Only then are there files.
Hand over. A package you can work with without asking me every time. Plus the rules so it still fits together in two years.
Brand & Logo in the wild
Questions about Brand & Logo
- How long does a logo take?
How long a logo takes almost never depends on the drawing itself, but on the answers and rounds of approval. A symbol for an association is something different from a complete corporate identity. After the first conversation, I will give a realistic timeframe instead of guessing a number beforehand that won't hold up.
- How much does a logo cost?
For a logo, there is deliberately no price listed here. The effort varies greatly depending on whether a single character is needed or a system of colors, fonts and rules, and how many applications need to be provided. After the first conversation, you will receive a quote tailored to your specific case.
- Which files do I get at the end?
The logo comes with a file package for print, web, embroidery and social media, plus all final artwork, the color and typography system and the application guidelines. This way you can provide files directly to printers and embroiderers without having to ask every time.
- Do I own the logo afterwards?
Yes. After completion and payment, the usage rights to the mark belong to you, including the source files. What you should additionally clarify are font licenses and trademark registration if you want to protect the mark.
