A mark, and the system that stops it drifting.
Most small brands don’t have a logo problem. They have a consistency problem — a mark that exists in one file, at one size, in one colour, and gets stretched, recoloured and re-typed by whoever needs it next. What gets built here is the mark plus the rules and the file set that keep it the same thing everywhere it appears.
This identity
The one on this site — my own, which is exactly why it’s here rather than a client’s. It’s the clearest example of what a finished identity actually consists of, and I can show every part of it without asking anyone’s permission.
The decisions behind it
The rule sits below the letters rather than above them, because a capital T already carries a horizontal bar — a second one directly above reads as a stacked double bar and the mark stops being one shape.
The tagline’s letter-spacing isn’t a guess either. It’s solved so the words come out exactly as wide as the rule above them, which is what stops it reading as type parked underneath a shape rather than part of the same object.
That is the level a mark has to be resolved at to survive being used by other people.
Four colours, each with one job. Vermilion is the rule — and nothing else, ever. A rule that narrow is what makes a system hold.
What you actually receive
Not a PNG in an email. The full set, in the formats the people you hand it to will ask for.
The mark, resolved
Monogram or logotype, drawn as real outlines rather than live text, so it can never re-render wrong on a machine without your typeface.
Every lockup you’ll need
Stacked, horizontal, icon-only, and reversed versions for dark backgrounds — so nobody has to improvise one at deadline.
Vector masters
SVG, AI, PDF and EPS. These scale to a billboard without loss. The AI is the editable master; EPS is what older print workflows still ask for.
Flat files and web icons
Transparent PNGs for the places that won’t take a vector, plus favicon, app icons and a social preview image sized correctly.
Layered source files
Each part on its own layer, so a colour can be changed without rebuilding anything.
A colour and type system
Named colours with hex values and a stated job for each, and the typefaces with their weights — the part that makes everything after the logo consistent.
A plain-English usage guide
Which file to use when, written for whoever ends up holding it — a printer, a sign maker, a developer, a VA — not for a designer.
An animated version, on request
The mark rebuilt in code as motion, so it resolves exactly on-brand for video and matches the static one to the pixel. Quoted separately — it is not part of the standard set.
Starting a brand, or fixing one that drifted?
Start a projectAn identity is the cheapest thing to get right early — it’s what the site and the ads both inherit.