I need a Logo, what’s next?

So you’ve reached out to me and let me know you need a logo. Maybe it’s your first ever logo for a new business or you have a long time established business and are looking to refresh what you already have. I can help with that, and you have options!

A logo, a visual identity or a brand?

A logo is a simple, recognizable symbol or mark that serves as the face of a business, designed to be memorable and instantly identifiable. However, a visual identity is much broader, encompassing the entire set of visual elements—such as colour palette, typography, imagery, and design patterns—that work together to create a cohesive look across all marketing materials. A brand, on the other hand, is the overall perception and emotional connection that a business builds with its audience, including its values, voice, customer experience, and reputation.

A business needs more than just a logo because while a logo is a key element, it doesn’t convey the full story of a company’s mission or values. The visual identity supports the brand by ensuring consistency across all platforms, creating trust, and reinforcing the brand's message in every customer interaction. Without a well-rounded visual identity, a business risks appearing fragmented or disconnected, which can undermine its overall brand strength.

Visual Identity Packages: Basic to complex

What I am able to offer are visual identity packages, this includes at minimum, a logo (with multiple layouts, colour variations and file types), a primary colour palette, and suggested typography.

Beyond that we can discuss your needs. This can also include a brand pattern, letterhead, business cards, social media headers, social media post visual guides, photography examples, iconography, secondary colour palette, etc.

The Logo files

Your package includes many logo files because a logo needs to live and breathe in many different situations. This includes situations where the logo can only be printed in 1 colour, that it must fit wide across a website header, or very tall on signage.

These are examples of how 1 logo comes in many different variations and files:

Every logo won’t have these exact layouts, it’s totally dependant on the final design of the logo, but typically at least a tall and a wide version at the minimum.

Some logos have more, less or different variations in the final package, that will be entirely dependant on the final design of the logo.

A .JPG is also a Raster file type, but since it doesn’t have a transparent background the way a .png does I don’t typically include it.

The PDF Guide

All logo packages will include a PDF guide about your logo, colours, typography etc. This can range from a very quick single page PDF, if you got a very simple package and feel comfortable handling things yourself, up to an extended long form PDF document breaking down every piece of content included with explanations of correct and incorrect usage.

The above are a few examples of previous guides I’ve done for clients. There’s no one size fits all.