A wordmark is the visible part. What you are actually buying is the system underneath it — the one that tells you what to do when you need a fourth colour or a social avatar at 6am.
What you get
- A logo, with the lockups your applications actually need.
- A palette with the hex values and the contrast ratios, so nobody has to guess whether the accent is legal as body text. It usually isn’t.
- Typography — a display face and a text face, with the weights specified and a reason attached to each.
- A style guide that a printer, a web developer or a virtual assistant can follow without calling you. This is the part most identity projects skip and the part that decides whether the identity survives its first year.
What it costs
This is the one service with fixed pricing rather than a quote — see packages. The reason is simple: identity work has a shape we can predict, and pricing it by the hour would mean charging you for our speed.
My logo looks outdated
That is the most common way this project arrives, and it is worth naming what usually turns out to be true. The mark is rarely the problem on its own. What dates a brand is the absence of a system around it — a logo from one decade, a website font from another, packaging in whatever the printer had, and photography that does not match any of it.
A redraw alone fixes the smallest part of that. So the first conversation is usually about what else is in the room.
How it runs
Consultation, then market research, then up to five concepts, narrowed to one, then the palette and type, then the guide. Written out stage by stage on the process page — including what we need from you at each point, which is less than people expect.