What a logo actually needs to do

A logo is judged in three places: a shop front, a phone screen and a piece of paper. If it works in all three, it is a good logo. Most of the rest is taste.

Readable small, before beautiful big

Designs are approved on a big screen and then live as a 40-pixel profile picture. Shrink it before you approve it. If the name disappears or the detail turns to mush, it is not finished.

It must survive one colour

Receipts, stamps, embroidery and cheap signage do not do gradients. A logo needs a solid one-colour version that still reads. If a design only works in full colour with a glow behind it, it will look broken half the time.

The name should be clear

Clever marks work for brands people already know. A new business needs its name legible at a glance, from across a street, by someone who has never heard of you.

Own the files

You need the source file and an SVG, not just a PNG a designer sent on WhatsApp. Without them, every future banner, uniform or sign is a rebuild. Ask for: SVG, PDF, a transparent PNG, one-colour versions, and your exact colour codes.

Use it consistently

A good logo used four different ways looks worse than a plain one used the same way everywhere. Same colours, same spacing, same version. Consistency is what makes a business look established.

When we design a logo, you get the mark, the one-colour versions, every file format, a short usage guide, and mockups so you can see it on your shop before you print anything.