Design
Brand Identity & Logo Design
A logo is a small part of it. What decides whether an identity survives is whether the rules are short enough that people follow them.
Brand identity covers the logo, colour, type and the rules for applying them. The Nexclick delivers a short usable guide rather than a forty-page manifesto, tests the logo at the sizes it will actually appear, and hands over every file format your team will need.
Is this you?
What usually prompts the call
- You have six versions of the logo and nobody knows which is current.
- Your colours drift because nobody wrote down the exact values.
- The logo is illegible as a favicon or on a van door.
- Every new hire produces materials that look like a different company.
What we do
The actual deliverables
Things that appear on an invoice, not adjectives.
- Discovery on positioning, not mood
- What the business is, who it is for, and what it must not look like. Mood boards without this produce an identity nobody can defend when it is questioned.
- Logo design tested at real sizes
- Designed and reviewed at 16 pixels, on a van door, embroidered and in one colour. Logos that only work at presentation size fail everywhere they are actually used.
- Full logo family
- Primary, stacked, horizontal, icon-only, one-colour and reversed. The variants exist so nobody has to improvise one badly at 4pm.
- Colour with measured contrast
- Exact values in HEX, RGB, CMYK and Pantone, with accessible pairings identified and failing combinations named explicitly.
- Typography with licences checked
- Type selection including web licence verification. Font licensing is the most common thing to get quietly and expensively wrong.
- A short usable guide
- Which logo where, exact values, type rules, spacing, and the three things never to do. Short enough that people read it, which is the only version that works.
- Every file format, organised
- SVG, PNG, EPS, PDF and favicon set, named clearly. Handed over so nobody ever emails asking for a white version.
Checklist
Test any logo against where it will actually be used
Logos are approved at presentation size and then used everywhere else. Run any design — ours or one you already have — through this before signing it off.
- 01Is it legible as a 16-pixel favicon in a browser tab?
- 02Does it work as a circular social media profile picture without cropping badly?
- 03Is it readable on a van door from across a car park?
- 04Does it survive embroidery on a polo shirt, where fine detail disappears?
- 05Does it work in one colour, for stamps, engraving and single-colour print?
- 06Does it work reversed, in white on a dark background?
- 07Is there a version for extremely wide spaces — an email signature, a website header?
- 08Is there a stacked version for narrow spaces?
- 09Does the wordmark stay legible when the icon is removed?
- 10Does it hold up in greyscale, for fax, photocopy and newspaper?
- 11Does the colour pass contrast against white and against your dark background?
- 12Does it avoid gradients or fine strokes that will not print or embroider?
- 13Is the file an actual vector, not a raster image saved with a vector extension?
- 14Would it still be recognisable at a glance in a competitor line-up?
How it works
Step by step, with timeframes
Timeframes are typical rather than guaranteed, and they assume we get account access and approvals when we ask.
- 01Week 1
Discovery
Positioning, audience, competitors and constraints. Plus what the logo must physically survive — signage, embroidery, vehicle livery, favicon.
- 02Week 2–3
Concepts
Two or three distinct directions, each presented with reasoning and shown at real sizes rather than only on a presentation slide.
- 03Week 3–5
Refine
One direction developed, with the full family, colour and type. Two structured review rounds included.
- 04Week 5–6
Systemise and hand over
Guide written, files exported and organised, and a walkthrough for whoever will apply it.
What you get
Reporting and ownership
- Every logo variant in SVG, PNG, EPS, PDF and a complete favicon set, clearly named.
- Exact colour values in HEX, RGB, CMYK and Pantone, with contrast ratios measured.
- A short brand guide people will actually read, not a forty-page document nobody opens.
- Font licence status documented, including what the licence does and does not permit.
- Full ownership of the artwork, transferred on payment.
Tools and platforms
- Adobe Illustrator
- Figma
- WCAG contrast checkers
- Font licence verification
- Print and embroidery proofing
Timeline
How long this actually takes
Five to six weeks. The variable is decision-making rather than design — identity projects overrun when several stakeholders react to concepts separately, which is why we ask for consolidated feedback from a named person. One thing worth being honest about: an identity cannot fix a business that has not decided what it stands for. If the positioning is unresolved, new visuals will make the confusion look more expensive rather than clearer, and the useful work is the positioning conversation first.
Pricing model
Fixed-price project
Fixed price, scoped by how many applications are needed — a logo and guide is one job; full stationery, signage and vehicle livery is another.
Questions
Brand Identity & Logo Design questions
How many logo concepts do we get?
Two or three genuinely distinct directions, each with reasoning. Presenting ten is a sign that none was thought through — it turns the decision into a preference exercise and moves the responsibility onto you. Fewer, better-argued options produce a stronger outcome.
Do we own the logo?
Yes, fully, on payment — including the source artwork and every export. Some studios retain rights or charge for later file requests. We do not, and you should check that term with anyone you commission.
Should we trademark it?
Worth considering, and it is a question for a trademark attorney rather than for us. What we will do is a reasonable check for obvious conflicts in your sector before you fall in love with a direction. That is not a legal clearance search and we will not present it as one.
What does a brand guide actually need to contain?
Which logo version goes where, minimum sizes and clear space, exact colour values, type rules, and the three or four things never to do. Ten pages is usually plenty. Forty-page guidelines exist to justify a fee and are read by nobody, which defeats the purpose.
Can you refresh our existing identity rather than replace it?
Frequently the better option. Where a brand has recognition worth keeping, a refresh — cleaning up the mark, fixing contrast failures, adding the missing variants, writing the rules — costs a fraction of a rebrand and loses none of the equity.
What about font licensing?
It gets checked and documented, because it is the most common thing to get quietly wrong. Desktop licences frequently do not cover web use, and web licences are often capped by pageviews. We will tell you what each font permits and what exceeding it would cost.
Last reviewed 28 July 2026.
Tell us what you are trying to fix
A 20-minute call, no pitch deck. The Nexclick will tell you what we would do, roughly what it costs, and whether we are the right people for it.