Services · Designed · Logo design

Logo design

A logo that holds up small, in black and on a dark background, in a browser tab as on a facade: delivered as vectors, with its usage rules.

The right mark is the one that survives small sizes, faxes, rubber stamps and black backgrounds.

We draw small and in black first, with no colour and no effect. What holds there holds everywhere; what needs a gradient to exist holds nowhere.

We always draw two versions, deliberately far apart. One proposal compares to nothing; ten dilute and turn the choice into a committee vote. Two force a real reaction: and that reaction, not the brief, is what says what the brand is really after.

For whomA brand being created, or one with a logo nobody knows how to use.

What landsThe mark in vector, its versions, its usage rules, and files ready for screen and for print.

The methodTwo versions from the first round, opposed on purpose. We tell you which one we back, and why.

Where it livesIn your brand vault: espace.wttm.ch, an address of your own, password-protected. Your logos, fonts and rules are always in the same place.

The filesSVG, PDF, PNG. All vector at source, all yours.

DurationOne to two weeks. Two versions are shown from the first round: that is what shortens everything else.

What you needKnowing what the brand sells, and one person who decides.

The way

Four steps

The same four steps for all our services. What changes is what you receive at the end.

01

We look

Your market, your neighbours, and what they all look like. We look for the gap, not the trend.

02

We draw two versions

Two deliberately opposed directions. We are not asking you to pick: your reaction to the pair is what tells us what the brand actually is.

03

We build

The outline, to the pixel, the versions, the grid, the clear space, the minimum sizes.

04

We keep it up

The rules live in your brand vault, at an address, not in a folder that gets lost, renamed or duplicated. They stay updated; the address does not move.

The limits

What we do not do

What we turn down, and why. Better to read it here than to waste a meeting.

—No logo contestsPaying ten strangers to keep one means paying nine times for nothing, and buying a mark nobody designed for you.
—Not ten options: two, and we tell you which one we backTen options produce a committee vote and an average logo. Two force a decision: and a decision can be defended, and still holds in ten years.
—No logo without its usage rulesA mark without rules gets distorted within six months, and you pay for the rework. The rules fit on one page and last ten years.
—Never a logo as a flat image onlyAn image file does not scale and prints badly. You get the vector files, they are yours, and they stay available in your brand vault, hosted in Switzerland, in Geneva, at Infomaniak.

Next in the chain. Once it is designed, a brand gets built. Website design.

We call you back

Leave a number, we take it from there.

We call back the next working day. No long form, no email sequence.