Primary mark
The full logo as your brand lives on a website header, business card, or email signature. Horizontal or stacked, whichever fits your category's conventions.
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§ · logo design
Logo design. Not from a template.
Custom logo design with a responsive mark system, favicon stack, and social avatars built for every surface your brand shows up on. Delivered in 3 weeks; every file you'll ever need.
§ 01 · what a logo is
A logo is a system, not a picture.
A finished logo is the primary mark plus a responsive variant, a monogram, color treatments for light and dark, and clear-space and minimum-size specifications. Template and AI-generator logos produce one static file, which is why they look fine on the pitch deck and break everywhere else — favicon, app icon, embroidered merch, foot-high trade-show sign. The difference between "cheap logo" and "custom logo" is the system, not the time spent on the primary mark.
§ 02 · what you get
Every file. Every surface.
Responsive variant
A simplified version for small sizes where the full mark becomes unreadable. Usually the monogram or a compressed wordmark. Critical for mobile navigation.
Monogram / icon
The mark reduced to one letter or one shape, for favicons, app icons, social avatars, and any square placement. 90% of digital surfaces need this.
Color treatments
Full-color, single-color black, single-color white for dark backgrounds. Plus brand-color versions if your palette extends beyond black and white.
Favicon stack
16px, 32px, 48px PNGs plus apple-touch-icon at 180px and Android Chrome at 192 and 512. Every modern browser and device covered. Favicon generator handles smaller brands DIY.
Brand sheet
One-page PDF with clear-space rules, minimum sizes, incorrect-use examples, color values in HEX/RGB/CMYK/PMS, and file-delivery map. The document your vendors need.
§ 03 · questions
Five answers.
How is custom logo design different from a template or AI generator?
A template or AI tool produces a static image. Custom logo design produces a mark system: the primary logo, a responsive variant for small sizes where the full mark becomes unreadable, a monogram or icon-only version for favicons and app tiles, color variants for light and dark modes, and clear-space and minimum-size specifications. Templates do not come with that system, which is why template logos look fine at one size and broken everywhere else. The mark system is the work.
How long does logo design take?
Three weeks for the Logo System tier. Week 1: brief workshop, competitor audit, direction exploration (3-5 distinct directions as rough sketches). Week 2: chosen direction refined across the mark system with 2 iteration rounds. Week 3: responsive variants, favicon stack, social avatars, file delivery in every format. Faster than 3 weeks is possible for the Essential tier at the cost of fewer directions and no favicon/avatar stack. Slower usually means the brief was too vague; the brief workshop is designed to prevent that.
Which file formats do you deliver?
SVG for web and scalable use, PNG at 1x, 2x, and 3x for every size you will ship (16px favicon through 1024px app icon), PDF for print and vendor packets, EPS for legacy printer requirements. Every file is delivered in three color treatments: full-color, single-color black, and single-color white for use on dark backgrounds. Source files (Figma or Illustrator) are included so your in-house team can make minor adjustments without coming back to us. No watermarks, no trial files.
Do I own the logo once it's delivered?
Yes, full copyright transfers to you on final delivery and payment. The contract explicitly assigns all rights, including the right to modify, license, trademark, and use the logo in any context or medium without further permission. We retain the right to show the work in our portfolio and case studies with your permission, which most clients are happy to grant. You are never paying for a license; you are paying for ownership.
What if I don't like any of the initial directions?
The brief workshop in week 1 is designed to prevent this by aligning on brand archetype, tone, and visual territory before any sketching starts. On the rare occasion that happens anyway, the contract includes a re-brief clause: one additional round of directions at no cost if none of the initial three feel right. If the re-brief round also misses, we refund 70 percent of the fee and you keep nothing, which has happened zero times in the last five years. The brief workshop is the work that makes this work.
§ 04 · start the brief
Three weeks. Every file.
30-minute brief call. Written scope and fixed-price quote in 48 hours. Full ownership on delivery.
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