A logo, and the files that keep it consistent.
Usually the logo itself is fine. The problem is that it exists as one file, at one size, in one colour, and then gets stretched, recoloured and re-typed by whoever needs it next. I give you the mark plus the rules and the file set that keep it the same thing everywhere it turns up.
This identity
The one on this site is my own, which is why it is here and not a client’s. It is the clearest example of what a finished identity consists of, and I can show every part of it without asking anyone’s permission.
The decisions behind it
The rule sits below the letters rather than above them, because a capital T already carries a horizontal bar. A second one directly above reads as a stacked double bar and the mark stops being one shape.
The tagline’s letter-spacing isn’t a guess either. It’s solved so the words come out exactly as wide as the rule above them, which is what stops it reading as type parked underneath a shape rather than part of the same object.
Four colours, each with one job. Vermilion is the rule and nothing else, ever.
What it costs
The first buys a logo. The middle one buys the thing that keeps it a logo: every lockup, every format, and the rules that stop it drifting the first time someone else has to use it. The third is for when a logo is not the only thing you need.
Mark
£150
- The mark, drawn as outlines
- Primary and reversed versions
- SVG and transparent PNG
- Two rounds of changes
Identity
£300
- Every lockup: stacked, horizontal, icon-only, reversed
- Vector masters: SVG, AI, PDF, EPS
- Favicon, app icons and a social preview image
- Layered source files
- A colour and type system, each colour with a stated job
- A plain-English usage guide
- Changes until you are happy
- Everything in Mark
Identity & the rest of it
£450
- Everything in Identity
- Plus the pieces around the logo that you actually need
- Print, social, signage, documents, or something I have not thought of
- Tell me what you have to hand people and I will tell you what fits
These are prices, not starting prices. Mark is the right answer if you already have a brand and just need the file drawn properly. Almost everyone else wants Identity, because a logo on its own survives about a fortnight. It is the lockups, the formats and the written rules that stop a printer, a sign maker or a developer improvising one at deadline. The third one is deliberately open. Most people want the logo somewhere else as well, on a card, on a van, on a document, in a video, and rather than guess which, I would rather you told me and I priced the pair. Describe what you need and I will say what fits and what does not, before you commit to anything. These are my prices while I build up a body of client work, and they go up once it is built.
What you receive
The full set, in every format the people you hand it to will ask for.
The mark, resolved
Monogram or logotype, drawn as real outlines rather than live text, so it can never re-render wrong on a machine without your typeface.
Every lockup you’ll need
Stacked, horizontal, icon-only, and reversed versions for dark backgrounds, so nobody has to improvise one at deadline.
Vector masters
SVG, AI, PDF and EPS. These scale to a billboard without loss. The AI is the editable master; EPS is what older print workflows still ask for.
Flat files and web icons
Transparent PNGs for the places that won’t take a vector, plus favicon, app icons and a social preview image sized correctly.
Layered source files
Each part on its own layer, so a colour can be changed without rebuilding anything.
A colour and type system
Named colours with hex values and a stated job for each, and the typefaces with their weights. This is the part that keeps everything after the logo consistent.
A plain-English usage guide
Which file to use when, written for whoever ends up holding it: a printer, a sign maker, a developer, a VA.
An animated version, on request
The mark rebuilt in code as motion, so it resolves on-brand for video and matches the static one to the pixel. Quoted separately, because it is not part of the standard set.
Starting a brand, or fixing one?
Start a projectIdentity from £150. If what you need is a logo plus the site it lives on, say so and I will price the pair.