Service

Visual identity

A brand holds up when it stays recognisable small, in black, on a dirty screen and on an invoice. The rest is decoration.

One letter, six treatments

What you get

Not a logo file. A board that your printer, your developer and your intern can open without calling you.

Typography

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 0123456789

Mona Sans ExtraBold

Bricolage Grotesque Regular

Colours

Ink#121212
Blue#234BE9
Grey#636363
Pale blue#DCE3FC
White#FFFFFF

Clear space

Nothing goes inside the dotted frame, ever.

A logo is not an identity

The logo is the smallest piece of the work, and the only one everyone talks about. What makes a brand recognisable is repetition: the same greys, the same margins, the same way of cropping a photo, across every medium and for years.

Card

Screen

Signage

Favicon

What we give each other

An identity almost always fails for the same reason: nobody said who decides.

What you give us

What we do with it

Your three favourite competitors, and why.

A map of what is already taken, so as not to look like it by accident.

What you sell, said the way you would say it over the counter.

A territory of words before a territory of shapes. The shapes come after.

Your current materials, even the ugliest.

The real list of what will need redoing, costed before we start.

Who decides, and who only has an opinion.

Two rounds instead of eight. That is the rule that keeps the schedule.

Three genuinely different directions, not three variations of the same one. Then a single one is worked through to the end. Lining up twelve thumbnails wastes everyone’s time and never leads to a clear choice.

Often yes. Many brands do not have a logo problem but a consistency problem: ten versions of the same file circulate, in the wrong colours. Putting things in order costs less than redoing everything.

Yes, sources included. You leave with the working files, not just exports. An agency that keeps its sources keeps you too.

That is why we ask on day one who decides. An opinion is gathered, a decision is made, and they are not the same people.

Frequently asked questions

Frequently askedquestions

Another question?

Let’s talk about your project