Part of: Branding
Logo design and visual assets
We design a logo and the visual assets around it so your brand looks the same on a phone screen, in an ad, in an email and on a parcel. You receive the logo suite, colours, type and icons in the formats your team needs, including SVG and light and dark versions.
Is this right for you?
Who it is for
New brands that need an identity before they launch, and established stores whose logo is hard to use in small sizes, in dark mode or in different channels.
When it is not
Brands that only need a one-off graphic, or that have not yet decided who they are for. In that case start with brand strategy. Also not the right fit if you want a large number of concepts to choose from at a very low price.
What is included
- A primary logo, plus secondary versions for small and wide spaces
- A small-size mark, such as a favicon and social profile icon
- A colour palette with named roles, checked for contrast
- Type choices for headings and body text
- A simple icon set where it is needed
- Files in SVG and PNG, with light and dark versions
- Clear-space and minimum-size rules, ready to go into brand guidelines
Who logo design and visual assets are for
This work suits brands that need an identity that holds together. A new brand needs something to launch with. An established store may have a logo that looks fine on a business card but breaks down as a tiny icon, or fails on a dark background in an email.
If you have not decided who the brand is for or how it should sound, start with brand strategy. A logo built without that is mostly a matter of taste.
What is included
You get a logo suite rather than one file. That means a primary logo, versions for tight and wide spaces and a small mark for favicons and profile images. Alongside it sit your colours, with names and roles, your type choices and any icons the brand needs.
Everything is supplied in the formats people will use, including SVG, and in light and dark versions.
You receive the primary logo, a stacked or compact version and a small mark, each in full colour and one colour, in light and dark versions. Files come as SVG, PNG and PDF, with a one-page sheet showing how to use them.
How we do it
We work from your positioning, show a small number of routes and explain the reasoning. When you choose one, we test it where it will really live: at 32 pixels, on a photo, in a dark setting and next to your product images.
Because a logo is only useful if people apply it correctly, the usage rules go into your brand guidelines. We can also check the identity in your emails, where logos often break. That is covered by email layout design.
What it costs
Identity work is priced as a stage of branding, so you can add strategy before it or guidelines after. See pricing for how we approach it.
Priced per project, with a fixed quote in writing before work starts. Up to three rounds of revisions are included. See the pricing page.
What we measure
A logo is a design decision, so we do not claim results from it. We check it against practical tests. Is it readable at the smallest size you will use? Does the colour palette meet contrast needs for text and buttons? Does it work in light and dark settings? Can someone else use the files correctly without asking us?
Where it connects
Your visual identity should also work across the way the store is used. UX design looks at how colour, type and layout affect how easy your store is to use, and how the identity behaves on a real product page.
Once the identity is set, static ad design carries it into your ads, so every channel looks like the same brand.
How we do it
Every project is different, so timings depend on its size and complexity. You get a realistic timeline in writing before work starts, and we never promise results by a date.
Step 1: Brief
We start from your positioning, so the design has something to carry. If you do not have one, we recommend brand strategy first.
Step 2: Explore
We show you a small number of routes and explain the thinking behind each, rather than a wall of options.
Step 3: Refine
We develop one route with you, then test it at small sizes, in dark and light settings and in the places you will actually use it.
Step 4: Deliver
We hand over organised files and the basic usage rules. Up to three rounds of revisions are included.
What it costs
We price this by what you need, so you can start small and add stages later. You see the quote in writing before work starts. Our pricing page explains how we approach design and creative work.
Questions people ask
Do you design only the logo, or a whole identity?
Either. Many stores need a logo that works well, plus colour, type and icons so the rest of the brand has something to build on. We agree the scope at the start.
Which file formats will I get?
SVG for anything that must stay sharp at any size, and PNG for places that need it. We also supply light and dark versions, and a print-ready PDF. Other formats, such as EPS, are available on request.
Why do I need a dark version?
Many people use dark settings on their phone, browser or email app. A logo designed only for a white background can disappear or look wrong there. A dark version avoids that.
Can you refresh our existing logo instead of replacing it?
Often, yes. If the idea is sound, we tidy the shapes, fix spacing and make it work at small sizes. We say honestly when it needs more than that.
Do I own the final design?
Once all invoices are paid up to date, the final logo and the files we hand over are yours.
Will a new logo increase sales?
A clear, consistent identity can make a business look more trustworthy and easier to recognise. We cannot honestly promise a sales result from a logo alone, and we do not.
Ready to talk it through?
Get a free UX and conversion review of your website, focused on how your creative affects performance. A subject matter expert at Advent reviews it, and we aim to send it within 5 working days.