What is brand identity and why does it matter
Brand identity is more than a logo. Understand what it includes and when your startup needs to invest in the full system.
Notes.
Short essays on design, branding, and creative thinking.
Design is life
Everything around you is design, and can be used in design.
How much should a startup logo cost in 2026
Logo prices range from £5 to £500,000. Here's what you should actually spend as a startup in 2024.
Logo design for restaurants and cafes
Restaurant and cafe logos need to work everywhere from delivery apps to shop fronts. Here's what actually matters.
How to choose a logo designer in 2026
Finding the right logo designer feels harder than it should be. Here's what actually matters when choosing one in 2024.
Fiverr logo design: what you actually get
Fiverr logos are cheap and fast. But here's what you're actually getting—and when it makes sense to pay more.
Why simple logos work harder
A logo isn't a billboard. It's a signature. The best logos aren't trying to tell your whole story. They're trying to be remembered.
Logo design for ecommerce brands
Ecommerce logos need to work from favicons to packaging. Here's how to get yours right.
Do I need a logo before launching
Should you launch your startup without a proper logo? Here's the practical answer.
What makes a logo timeless
Some logos look dated after five years. Others still work after fifty. The difference isn't luck—it's design discipline.
Logo design for tech startups
Tech startup logos all look the same. Here's how to stand out while still looking professional.
How to prepare for a logo design project
Good logos start with good preparation. Here's what to have ready before your logo design project begins.
The 72-hour logo myth
People ask how we deliver logos in 72 hours. They expect a secret. The secret is: we don't do the unnecessary parts.
Logo design for fitness and gym brands
Gym and fitness logos default to clichés. Here's how to stand out in a crowded market.
Logo design pricing explained
Logo prices range from £5 to £50,000. Here's what you're actually paying for at each level.
Agency vs freelancer: who should design your logo
Should you hire an agency or freelancer for your logo? Here's how to decide based on your actual needs.
Logo design mistakes that kill credibility
These common logo mistakes actively damage your business credibility. Check if you're making them.
Why your logo doesn't need to explain your business
The most common mistake in logo design: trying to show what you do. Here's why that rarely works.
How to trademark your logo in the UK
Protecting your logo legally in the UK. Here's what you need to know about trademark registration.
Logo design for consultants and coaches
Consultants and coaches need logos that represent them personally. Here's what works for personal brands.
Startup branding on a budget
You don't need £50,000 for startup branding. You need focus. Here's what early-stage startups actually require.
Black and white logos: do you need colour
Does your logo need colour? Black and white logos can be more versatile and timeless.
Logo design for mobile apps
App icons aren't just small logos. Here's what actually works for mobile app design.
Design for the browser tab
Every logo should pass the favicon test. Open your browser right now. Look at your tabs. Those tiny 16x16 pixel squares are where your logo will live most often.
Why your logo looks different on screen vs print
Your logo looks different printed than on screen. Here's why and how to manage colour consistency.
The psychology of logo colours
Colour affects how people perceive your brand. But not how most articles tell you. Here's what actually matters.
Logo design for podcasts and content creators
Podcast and creator logos live online and small. Here's what actually works in digital-first environments.
The brief: what to tell your logo designer
What to tell your logo designer—and what to leave out. A guide to writing effective creative briefs.
Logo animation: is it worth it
Animated logos are trendy but not always necessary. Here's when logo animation is worth the investment.
When to rebrand your startup
Most startups rebrand too early or too late. Here's how to know when it's actually time.
Logo design red flags: how to spot bad designers
How to identify logo designers who will waste your time and money. Red flags to watch for.
Logo design for property and real estate
Property and estate agent logos need to balance trust with differentiation. Here's what works in real estate.
Logo file formats explained
Your designer delivered logo files. You have no idea which one to use where. Here's your complete guide.
How to use your new logo correctly
You have a new logo. Now what? Here's how to use it correctly to build your brand.
Stop asking everyone's opinion
Design by committee produces beige. When you ask ten people what they think of a logo, you get ten different opinions. And the natural response is to try to please everyone.
Logo design for subscription businesses
Subscription business logos appear repeatedly in inboxes and bank statements. Here's what that requires.
The best free fonts for startups
You don't need expensive fonts. These free options work just as well for your startup brand.
Why you hate your logo and what to do about it
Many founders end up disliking their logo. Here's when to rebrand and when to live with it.
Logo design for events and conferences
Event and conference logos have unique requirements including date flexibility and venue adaptability.
How AI logo generators actually work
AI logo generators are popular but limited. Here's how they actually work and when to use them.
How long should a logo take to design
Some designers take months. Some deliver in days. Here's what timeline is actually reasonable for logo design.
Logo design for nonprofits and charities
Nonprofit logos must satisfy donors, beneficiaries, and boards. Here's how to navigate multiple stakeholders.
What happens after the logo: building your brand
You have a logo. Now what? Here's what actually builds a brand beyond the logomark.
Logo design for professional services firms
Professional services logos must convey trust and credibility. Here's what works for lawyers, accountants, and consultants.
Wordmark vs symbol: which logo type do you need
Should your logo be a symbol, wordmark, or combination? Here's how to decide which type you actually need.
Responsive logos: designing for every screen size
Your logo appears at wildly different sizes. Here's how responsive logo design handles that challenge.
Logo design for local businesses
Local businesses have different logo needs than national brands. Here's what matters for serving a specific area.
How to give feedback on logo designs
Bad feedback kills good design. Here's how to communicate effectively with your logo designer.
Logo trends to avoid in 2026
Following trends makes your logo dated. Here are the 2024 logo trends you should probably avoid.
Should you design your own logo?
Some founders design their own logos. Sometimes it works. Usually it doesn't. Here's how to decide.
Logo design for SaaS companies
SaaS companies have specific branding needs. Here's what actually matters when designing a logo for software.
Building brand consistency without expensive tools
You don't need expensive brand management software to maintain consistency. Here's a practical approach.