Four situations where a new logo makes sense. If none of them fit, we will say so and suggest a refresh, or just a set of usage rules. If even one of them fits, every month without a decision adds materials you will end up redoing anyway, and the logo project itself usually takes 3-6 weeks.
It looks fine on a banner and turns into a blur in an app icon or on a stamp. This is the most common reason for a redesign, and it is obvious straight away.
What is left is artwork cut out of the old site. Every new use then starts with redrawing the logo, which is a designer's job, just without a new design at the end of it.
The logo tells the story of the old business, and today's customer is different. We then start with what the brand promises today, not with the shape itself.
Three shades, two layouts, four files in circulation. A new design will not fix that, because the problem is not the logo, it is a lack of rules, and those belong in a brand guideline.
The timeline is mostly set by the pace of decisions on your side, because drawing takes less time than reaching agreement.
a few days
An hour talking about what you sell, to whom and what sets you apart, plus a look at competitors' logos. In Krakow usually at our office, elsewhere online.
2-3 weeks
Two different directions, each shown in real use: in an icon, in a page header, on a document. We present them in a single meeting, because a logo is better discussed than emailed.
1-2 weeks
Proportion, colour and legibility at small sizes. The logo itself no longer changes here, and versions for backgrounds and carriers agreed before the start come out of the refined drawing.
a few days
Files for the chosen logo in the formats covered by the quote. If a brand guideline or full identity guideline is in scope, it is produced at this stage.
A company logo is chosen once every few years, usually after looking at other people's work. Alongside that, it is worth checking how companies that already worked with the agency rate it.
weighted average of 224 reviews across three platforms. Clients gave them, and each site links to the profile with the full text of every review.
Read the reviewsThe logo is designed here alongside campaigns, stores and websites, so we can see straight away where it will work.
We run campaigns, so we know what happens to a logo in a square format, in an icon, and at a width of a few dozen pixels. A design that does not plan for that gets fixed later, at the client's expense.
We build stores, so we test the logo exactly where it most often fails: in a header on a phone, on an order document and on a shipping label. Almost nobody asks about these three places at the design stage.
The logo also ends up on a profile picture and in social media creative, where it has to work inside a circle and on a photo. We check that before handing over the files, not after the first campaign.
The price rises with everything we add on top of the logo itself: usage rules, a full brand system, company materials and the number of carriers it has to work on. We prepare a quote after talking through the scope, and printing is billed separately with the printer.
The logo alone, without a brand guideline. The guideline comes with the full visual identity.
The call is led by a new business specialist. When we get into the details of an account, the specialist for that channel joins in. We reply within one business day.
Before the meeting we review your website, your visibility and what your campaigns show from the outside. We will not open with “so, what does your company do?”.
The reply comes from the same new business specialist who will run the call. No qualification form and no call from an unknown number.
We go through your numbers and your questions. If it turns out we are not the right fit, we will tell you straight away.
