On this page
What a good logo actually needs to do
A logo is a signature, not an explanation. It does not need to show everything a business does; it needs to be distinctive, simple and legible wherever it appears. That means on a signboard across the road, on a WhatsApp profile picture a few millimetres wide, embossed on a box, and printed in a single colour on a receipt.
Many logos look fine on a large screen during approval and then fail in real use: thin lines disappear at small sizes, gradients print muddy, and detailed illustrations turn into a blur. We design with those real conditions in mind from the first sketch.
Who we design logos for
- New businesses that need an identity before the signboard, cards and website go live.
- Clinics and diagnostic centres that want to look trustworthy and calm rather than generic.
- Manufacturers and exporters whose logo appears on machinery, packaging and trade-fair stands.
- D2C brands that need a mark that works on packaging, social media and marketplace listings.
- Family businesses refreshing an old logo that no longer reproduces well.
- Restaurants and cafés whose logo lives on menus, cups, bags and storefronts.
Whatever the business, the brief matters more than the category. A logo for a paediatric clinic and one for an industrial pump manufacturer need very different personalities, even if both should feel reliable. We spend time on that question before drawing anything, because a clear brief is what makes the concepts relevant rather than random.
Deliverables and file formats
The final logo is delivered as a complete, organised set rather than a single image:
- Vector files (AI, SVG, EPS and PDF) that scale to any size without losing quality — these are what printers and sign-makers need.
- Transparent PNGs in several sizes for websites, presentations and documents.
- Colour versions: full colour, one-colour, and reversed for dark backgrounds.
- Layout variations where useful, such as a stacked version, a horizontal version and a standalone icon.
- Colour codes in CMYK for print and RGB/HEX for screen.
- A simple usage sheet showing clear space, minimum size and what not to do with the logo.
| File type | Best used for |
|---|---|
| SVG | Websites and apps |
| AI / EPS / PDF | Printers, sign-makers, embroidery and packaging |
| PNG (transparent) | Documents, presentations, social profiles |
| JPG | Quick sharing where transparency is not needed |
Our logo design process
- Discovery: we ask what the business does, who it sells to, how it wants to be seen and where the logo will mainly appear.
- Research: we look at your category so the logo stands apart rather than blending in.
- Concepts: we explore several distinct directions and present the strongest ones with a short explanation of each.
- Refinement: you pick a direction and we refine the shape, type and colour through agreed revision rounds.
- Testing: the chosen logo is checked in one colour, on dark and light backgrounds, and at very small sizes.
- Handover: final files, colour codes and the usage sheet are delivered in organised folders.
Tools and originality
Logos are built in Adobe Illustrator as true vector artwork, with sketches and exploration in Illustrator or Figma. Every mark is drawn for your business; we do not resell templates or stock logos. Typefaces used in the logo are either free for commercial use or properly licensed, and where a custom wordmark is drawn, you own that artwork outright once the project is complete.
What affects timeline and cost
- Number of concepts and revision rounds agreed at the start.
- Wordmark versus custom symbol: a hand-drawn symbol or custom lettering takes longer than a typographic logo.
- Speed of feedback: most delays come from waiting on decisions between rounds.
- Extra applications: mockups on signage, packaging or stationery add time.
- Whether a brand kit is included: a logo can be expanded into a full brand kit.
A straightforward typographic logo with prompt feedback moves quickly. Custom symbols, several stakeholders or a need for extensive mockups naturally take longer, and we agree the scope before starting so there are no surprises.
Common logo mistakes
- Trying to show every product or service in one symbol.
- Relying on gradients or fine detail that disappear in one-colour printing.
- Receiving only a JPG and discovering later that the printer needs a vector file.
- Copying the look of a well-known brand, which creates legal and credibility problems.
- Choosing a trendy font that dates quickly.
Frequently asked questions
Can you make a logo that works in Hindi or Gujarati as well as English?
Yes. Bilingual logos need careful pairing so both scripts feel like one design. We choose or adapt typefaces that are licensed for commercial use and balance the two scripts visually.
How many logo options will I see?
We agree the number of initial concepts before starting. We present several genuinely different directions rather than many small variations of one idea.
Do I own the logo once it’s done?
Yes. Once the project is complete, the final artwork is yours to use and register. Licensed fonts remain under their own licence terms, which we explain at handover.
Can you redesign my existing logo instead of starting fresh?
Yes. A refresh keeps the recognition you have built while fixing problems such as poor legibility, outdated type or files that do not print well.
Why do I need vector files?
Vector files scale to any size without blurring. Printers, sign-makers and embroidery shops need them; a JPG or PNG alone will cause problems on large or high-quality prints.
Talk to us about logo design
A distinctive mark that works at every size, from a favicon to a shop signboard.