We have a strict approach to logo design. It comes from years of experience and seeing the problems that poorly designed logos cause.

Our three main principles of good logo design are:

  1. Simplicity/versatility.
  2. Timelessness.
  3. Appropriateness.

Logo principle 1 – Simplicity & versatility

An effective logo should be able to work across a variety of mediums and applications.

  • It must be able to be scaled to any size.
  • The logo should be able to work both in horizontal and vertical formats.
  • Small details and fine lines are to be avoided. Likewise effects such as drop shadows and blending colours should not be used.
 Ask yourself, is a logo still effective if:
  • Printed in one colour?
  • Printed on something the size of a postage stamp?
  • Printed on something as large as a billboard?
  • Printed in reverse? (ie. light logo on dark background).

A simple logo design allows for easy recognition. This simplicity is achieved by strong shapes, limited typefaces and limited, flat colours. Simple logos are easily recognised and appeal to your customer.

These principles ensure that the logos we design work in all future marketing applications. Examples include monogram onto a uniforms, cut as a frosted vinyl sticker for a glass door or printed on a promotional pen.

Logo principle 2 – Timelessness

Producing a logo and brand is an expense. Rolling it out over a suite of marketing collateral and digital media adds up. To ensure this is only done once, a logo should be timeless. A good logo should still be effective in 10, 20, even 50 years.

Trends come and go but where brand identity is concerned, longevity is key.

Logo principle 3 – Appropriateness

A logo should be appropriate for its intended purpose and have a strong customer focus. For example, it would be appropriate to use a child-like font & colour scheme for a children’s toys store. Not so great for a law firm.

A logo is for identification. it doesn’t always need to show what a business sells or offers as a service. For example, car logos don’t need to show cars, computer logos don’t need to show computers.




Logo Type

Organisation or business name in a stylised type/font becomes the logo.

Literal Pictogram

An image or shape that is easily recognisable is used to represent your business or organisation.

Abstract Pictogram

An abstract shape or symbol that has nothing to do with what the business or organisation does. It simply acts as a recognition device.

Letter mark

Letters/initials from your business name are used to create a logo.


Organisation name enveloped by a pictorial element or shape.