Logo design
Logo design that holds up as a tiny profile picture, a map pin, an embroidered shirt and a sign seen from the road. You get original concepts tested on real uses, a set of variants for every space, and all the files and rights in your name.
Free: a 30-minute call, an action plan and a price range in writing.
A logo package
that covers real use
Main logo
The full version for your website header, signs, proposals and print.
Compact versions
Horizontal and stacked layouts for narrow headers, square spaces and vehicle doors.
Icon
A simple mark for profile pictures, favicons, app icons and map pins.
Color variants
Full color, one color, black and white, and a version for dark backgrounds.
File formats
Vector files for print and signs, PNG and SVG for the web, sized exports for social profiles.
Usage sheet
One page on spacing, minimum size, colors and what not to do.
One brand
from logo to ads
Logo, colors and typeface come together into a system that works on your website, in ads and on your sign.
- Logo in several versions
- Palette and typography
- Social media templates
Logo design
step by step
Brief
Customers, competitors, price position, where the logo will appear most, and styles you like or dislike.
Sketches and concepts
Two or three distinct directions, each shown on mockups: phone, sign, card, ad.
Choice and refinement
You pick one; it is refined over up to three rounds of revisions.
Tests
Checked at small sizes, in one color, on dark and light backgrounds, embroidered and printed.
Files and handover
Every version and format, the usage sheet and a written transfer of rights.
Logo design
cost
In US dollars. Logo design is delivered with a trusted design partner and quoted individually, depending on whether you need a new mark or a refresh.
Concepts, refinement, variants, files and usage sheet.
- 2 to 3 initial directions
- 3 rounds of revisions
- All formats and rights in your name
Put the new logo to work on a page that takes inquiries, live from 10 days.
See landing pages→What makes a logo
work for a small business
Logo design starts at the smallest size
Most people now meet your logo at the size of a fingernail: a profile picture next to a comment, a pin on a map, a favicon in a browser tab, a tiny square in a Google search result. Logo design that only looks good large on a presentation slide fails exactly where customers see it most. So every concept is tested small first, then on a sign, a shirt and a vehicle.
Five qualities of a useful logo
- Simple. Recognizable at a glance and drawable from memory.
- Distinctive. Not the generic house-with-a-roof for every contractor or a tooth for every dentist.
- Fits the price position. A premium service should not look like a bargain chain, and the other way around.
- Works in one color. For embroidery, stamps, window decals and engraving.
- Flexible. A full version, a compact version and an icon that clearly belong together.
Common logo mistakes
- Thin lines and small text that disappear at small sizes.
- Gradients and shadows that print badly and embroider worse.
- A tagline built into the logo that becomes unreadable on a business card.
- Fonts that look trendy this year and dated in three.
- Only a JPG file, so every printer asks for "the vector".
- A design that borrows heavily from a big brand and invites legal trouble.
Thinking about where the logo will live
Before sketching, I ask where the logo will actually appear. For a home services business: truck doors, yard signs, shirts, the Google Business Profile and invoices. For a restaurant: the storefront, menus, delivery apps, packaging and Instagram. For a consultant: a LinkedIn banner, proposals and a website header.
Your profile picture on Google Maps is part of how people judge you in local results. A clear, legible icon there helps, which is one reason logo work ties into local SEO.
From logo to full identity
A logo on its own does not make a brand. Colors, fonts and a photo style complete the picture. Many small businesses start with a logo and a basic palette, then grow into a full visual identity later. If you do not have a name yet, start with business naming first. Once the logo is done, the usual next pieces are business cards and print and a website header.
Files and ownership
At the end you receive vector files for print and signs, PNG and SVG files for the web, and exports sized for each social platform, in full color, one color, black and white and a version for dark backgrounds. Rights are transferred to you in writing once the project is paid. If you plan to register the logo as a trademark with the USPTO, a trademark attorney can do that with these files. I keep a copy on request, but you are never dependent on me to get your own logo.
A refresh or a new logo?
Not every business needs to start over. If customers already recognize your mark and the core idea is sound, a refresh can fix blurry files, dated fonts and poor legibility at small sizes while keeping what people remember. If the logo looks like a competitor's, cannot be protected or no longer fits the business you have become, a new design is usually the better investment. On the intro call I look at your current logo with you and say which path I would take, and why.
How it is delivered
Logo design is delivered with a trusted design partner who creates the concepts under my direction. I write the brief, review every option against your marketing, run the tests and stay your single point of contact. Calls happen on Zoom at a time that suits your time zone, and the agreement, deadlines and handover are mine.
Around the logo
Logo design FAQ
Why not use an online logo generator?
For a weekend side project, it is fine. For a business you plan to grow, generators reuse the same icons and fonts across thousands of companies, which makes the result forgettable and sometimes impossible to protect as a trademark. You also rarely get proper vector files or clear rights.
How many concepts will I see?
Usually two or three distinct directions, not twenty small variations. Each is shown on real uses so you can judge it as a customer would. Fewer, stronger options lead to better decisions than a wall of thumbnails.
Can you just tidy up my existing logo?
Often, yes. If the core idea is good but the file is blurry, the fonts are dated or it falls apart at small sizes, a refresh keeps the recognition you have built and fixes the problems. I will tell you honestly which approach fits.
Do I get the vector files?
Yes. You get vector files for print and signs, plus PNG and SVG files for the web and social media, and the rights transferred in writing. If a printer or sign shop ever asks for an editable file, you will have it.
Who does the design?
Logo design is done by a trusted design partner. I write the brief, direct the concepts, test them against your website and ads, and stay your single contact. The agreement, deadlines and handover come from me.
Ready for a logo
that works small?
Send your current logo, if you have one, and a line about your business. I reply within one business day.