Logo design with a clear idea behind it.

Logo design starts with your organisation: its name, purpose, audience and the places the logo will appear. Depending on the brief, the right solution might be a typographic wordmark, a symbol or a combination of the two.

I focus on a clear idea rather than unnecessary detail. A logo should make sense for the organisation it represents, not simply follow a trend or try to communicate every part of the business at once.

After understanding the brief, I explore possible directions and discuss the thinking behind them. Refinement considers the character of the letterforms, proportion, spacing and the relationship between a symbol and a name.

The logo also needs to work beyond the presentation. Its design should take account of small sizes, single-colour use and different backgrounds, as well as the print and digital settings where people will encounter it. The wider identity gives the mark the right context.

The Brighton Veterinary Cardiology identity uses the BVC initials and the rhythm of a heartbeat to create a custom logomark. Its typography and colour palette extend that idea into stationery, guidelines and a website.

William Morris Design Line takes a different approach: a clear typographic wordmark sits within a flexible language of lines, grids and directional forms. Both demonstrate why logo design and brand identity are best considered together.

I work with new and established organisations. If you already have a logo, the brief may be about improving how it is used or building a more consistent identity around it, rather than replacing it unnecessarily.