Logos & Branding

The logo and branding process is not something I have a lot of experience in delivering to clients, but it is a skill I’ve been developing through my own branding for Toorn Designs. I’ve discovered a lot by putting in the work. It’s not just about making a nice mark, it’s as important to know why one mark is more ‘right’ than another. For me, this decision came down to my own character and history, which I believe is true for any brand. That’s why it’s so important to do the background work on who the client is, what they represent, the history of their idea - their own story.

The right logo is an important decision, it acts as a proxy for your business identity. It’s how your audience will come to know you against a backdrop of thousands of other marks and, like the makers of old, it’s how you will mark your work and make it distinct. But behind the mark - supporting and complementing it - is ‘brand identity’.

Brand identity can only really come from a partnership between the designer and the client. The designer helps the client to distill their story into a visual shorthand. It’s similar to the choices we all make about clothing, haircuts, make-up, tattoos, accessories. We’ve done it for thousands of years and it tells people, without words, something about us, what we value, what we represent.

Designing a brand identity involves a lot of strategic decisions. It can be a combination of: colour palette, icon and logo variants, layout styles, a style of artwork and photography, not to mention font choices (did you know the same sized font in white on a dark background will appear fuller than it does as black on a light background? This is an optical illusion, but also something designers have to be aware of and adjust to improve clarity and balance).

While this isn’t an option in my main list of services, I’m happy to give you my best and most informed effort. Compared to professional prices, I can guarantee, you’ll be getting a bargain!