A Logo Is One File. An Identity Is Every Decision That Comes After It

At minimum: the primary logo with its variants, clear space and minimum size rules, a colour system with exact HEX, RGB, CMYK and Pantone values, a type system with a size scale and the licence position stated, layout principles, imagery direction, and a guidelines document. Then the system applied to the things you actually produce, usually stationery, a presentation template and social frames. Finally the editable source files. If a quote does not list vector source files and the font licence position, ask why before you compare it on price.

A logo is one element. A brand identity is the system that element lives inside, and it is the system that creates consistency. Practically: a logo answers what mark goes in the corner. An identity answers what colour the heading is, which font the deck uses, how the logo behaves on a dark background or at 12mm on a pen, what photography should look like, and who is allowed to decide. Most businesses who feel their brand looks inconsistent do not have a logo problem. They have everything-after-the-logo problem, because nobody ever specified it.

Two to three weeks for a Starter scope, six to seven weeks for a full system with applications and guidelines, and nine to twelve weeks where sub-brands, signage or multiple locations are involved. The variable that moves the schedule most is not design time, it is decision time on your side. Projects run long when feedback arrives in fragments from several people over two weeks, so we build two defined review points in rather than leaving feedback open ended.

Often just the system, and we will say so. If the existing mark is distinctive, legible small and owns a colour, keeping it preserves whatever recognition you have already built, and we can draw the missing variants, fix the vector, define the colours and write the rules for a fraction of a full identity project. A new logo is the honest answer when the existing one is illegible at small sizes, indistinguishable from competitors, carries a dated form, or no longer describes what the business does.

Yes, for the work produced and paid for, confirmed in writing at handover. You get the editable source files, organised and named. Fonts are the exception and it is worth understanding why: commercial typefaces are licensed to a user, not sold with a design, so we tell you exactly which fonts were used and what licence you need to edit the files yourself. Where that would be awkward, we build with openly licensed fonts that carry no ongoing obligation.

Two routes, each developed properly and shown applied to something real from your business, rather than a sheet of thumbnails on white. This is deliberate. Fifteen options looks generous but transfers the judgement to you, and the usual result is a committee picking the safest one, or a Frankenstein assembled from three. Two well argued routes, with the reasoning explained, produce better decisions. If neither route is right, that is useful information and we go again on direction rather than drawing more marks.

Yes, and it is usually faster. Send the guidelines, the logo files and the fonts you are licensed to use. Most guidelines we receive cover the logo and colour well and then stop, so the gaps appear the moment someone makes a deck or a signboard. We will flag what is missing and propose the missing rules rather than quietly inventing our own, which would leave you with two competing standards.

Vector formats for anything that scales, usually AI, EPS, SVG and PDF, plus PNG with transparency and JPG for everyday use, each in the variants you need. Print files are supplied in the correct colour mode with Pantone references where relevant. We also include a plain language note on which file to send where, because the most common cause of a badly reproduced logo is somebody emailing a web PNG to a signage fabricator.

The identity defines how the website should look: colour, type scale, layout principles and imagery direction. Building the site is separate work and separately priced, because it involves structure, content, speed and development rather than design alone. Many clients do both with us, in that order, and doing identity first is the cheaper sequence. See web design services.

You should consider it, and we are not lawyers so we do not file trademarks. What we do is practical: before finalising, we check that the mark is not obviously similar to something already in your category, and we supply files in the formats a trademark attorney will ask for. For the filing itself and the classes you need, use a trademark attorney. It is inexpensive relative to a branding project and considerably cheaper than discovering a conflict after you have printed everything.

For a mark alone, sometimes. AI tools and logo generators produce competent marks quickly and cheaply, and for someone testing an idea that may genuinely be the right call. What they do not produce is the system: the variant set drawn correctly, the decision about which font you can actually license, the rules for small sizes and dark backgrounds, and the judgement about what already exists in your category. We use AI tools in parts of our own process and do not pretend otherwise. The work on this page is the part they do not do.

We go back to direction, not to drawing more logos. When neither route lands, it almost always means the territory was wrong rather than the execution, and producing six more marks from the same brief repeats the mistake faster. The direction stage exists precisely to catch this before the expensive work, which is why we ask you to react to reference boards before anything is designed. One reset is included in Standard and above.

Yes. We are based in Vikaspuri in West Delhi and meet clients in person across Delhi, Gurugram, Noida and Faridabad. Everything else runs remotely, which is how most of our work with clients in Mumbai, Bengaluru, Hyderabad, Pune, Jaipur and Chandigarh is delivered, as well as the UAE, UK, USA, Canada, Singapore and Australia. Identity work translates well to remote delivery because the reviews are visual and asynchronous.

Sequence it by visibility and cost. Digital first, because it is free to change: website, email signatures, social profiles, documents. Then consumables as stock runs out rather than binning what you have. Then the expensive physical items, signage and vehicles, last and deliberately. Set one date after which nobody uses the old files, and delete the old files from shared drives on that date, because the single most common cause of a failed rollout is the old logo surviving in somebody’s folder.

Every logo file you can find including the old ones, two or three things you currently give customers, a list of three competitors you are compared against, and one named person who can approve. The old files matter more than clients expect: the audit of what is actually in circulation is usually the first time anyone sees how far things have drifted, and it tends to settle the question of scope on its own.