Graphic Designing
Everything visual, one hand.
Read moreGraphic Design · Delhi NCR & remote
Beautiful at A3. Mud at 32 pixels.
A logo is presented at enormous size on a white background and then spends its life at a fraction of that, in one colour, on a shop sign, an invoice and a browser tab.
Short answer
Logo design creates the primary mark that identifies a business. The test that matters is not how it looks in a presentation but whether it survives its real conditions: small sizes, single colour, embroidery, signage and a browser tab. A logo that fails those will be quietly replaced within a few years.
Tested at 32px
Single-colour version included
Full usage rights
Vector source files
Free logo review
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Four details. A real reply the same day, from me.
Logo that does not scale?
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01 The premise
The tests a logo actually has to pass.
Logos are approved in the most flattering possible conditions: large, centred, on white, in isolation. Then they are put to work. Stamped on an invoice in black. Embroidered on a shirt. Printed on a pen. Shown as a 32-pixel favicon. Cut in vinyl for a shop front. Placed on a photograph as a watermark. Half the logos I am asked to fix were never checked against any of that.
The faults are predictable. Fine detail disappears at small sizes. Gradients cannot be embroidered or vinyl-cut. Thin type becomes illegible. A design relying on colour contrast fails in single colour. A horizontal lockup does not fit a square profile picture. Each of those is discovered months later, and each produces a quiet workaround that erodes the identity.
The design work is therefore mostly restraint. Simple shapes, strong silhouette, type heavy enough to survive reduction, and a family of versions covering the real situations — horizontal, stacked, icon only, single colour, reversed. That is not a smaller job than an elaborate mark; it is a more disciplined one.
02 The tests
The tests every mark faces.
Applied before presentation, not discovered afterwards.
The tests
- 32 pixels. As a favicon. If it is unrecognisable, it is not finished.
- Single colour. Black on white, white on black. It must work without any colour at all.
- Embroidery and vinyl. No gradients, no hairlines, no fine detail. Physical processes are unforgiving.
- Square and horizontal. Profile pictures are square; letterheads are wide. Both need a version.
- On a photograph. As a watermark, over a busy image. A common use and a common failure.
- At arm’s length on a phone. How most people will see it most of the time.
- Beside a competitor. Distinctive enough to be told apart in a list. This is the point of a logo.
03 Deliverables
What you receive.
A complete set, so you are never stuck without the right file.
- Vector source files
- The master artwork, scalable to any size, yours to keep. Non-negotiable and frequently withheld by others.
- A family of versions
- Horizontal, stacked, icon only, single colour and reversed. Each real situation covered.
- Every export format
- SVG, PNG and PDF at the sizes you actually need, plus favicon and app icon.
- Colour specifications
- Digital and print values so a printer and a website show the same colour.
- Simple usage notes
- Minimum size, clear space, what not to do. A page or two, not a fifty-page manual you will never open.
- Full rights
- The logo is yours, without restriction. There is no licence and nothing renews.
Free logo review
Shrink your logo to 32 pixels.
Then make it black and white. Then put it on a photograph. Send me the results, or just send me the logo and I will run the tests and tell you honestly what it survives.
- Tested where logos actually fail
- You keep the assessment either way
- Source files and full rights included
- Same-day reply, all 7 days
Free review
Get a free quote
Four details, and a real reply today.
04 Straight talk
How I work, and what I will not do.
Two positions worth stating because both are common in this market.
How I work
- Fewer, considered directions. Two or three developed properly rather than twenty thumbnails to choose from.
- Tested before shown. At small size, in single colour, on a phone. Presented with those tests visible.
- Reasoning given. Why it looks like this, so the decision is discussed rather than voted on.
- Full handover. Source files, every version, all rights, no ongoing dependency.
I will not
- Run a spec design contest. Producing full concepts unpaid devalues the work and produces worse outcomes.
- Use stock or AI-generated marks. Neither can be reliably protected as a trademark, which is the whole point of a logo.
- Copy a competitor. Legally risky and strategically pointless.
- Withhold source files. A dependency dressed as a service.
— Graphic Design
Related services.
These sit next to logo design and are usually bought with it. Same person doing the work in each case.
— Questions
logo design — your questions.
Straight answers, including the ones that cost me work. If yours is not here, ask it — I reply the same day.
It varies with how many versions and applications are needed. A single mark with its variants and files is a defined piece of work; a full identity system with typography, colour and templates is larger. I quote a fixed figure after understanding what it must cover.
Two or three developed properly, with the reasoning and the small-size tests shown. Twenty rough thumbnails is a way of transferring the decision to the client rather than making it — and the result is usually chosen on taste rather than on fitness.
Completely, including the vector source files, with no licence and nothing to renew. If you want to register it as a trademark that is a separate legal process, and the files you receive are what you need for it.
Frequently the better option. If the mark has recognition, refining it — simplifying detail, fixing the type, adding the missing versions — keeps that recognition while fixing what actually fails. Starting again discards something valuable.
Not for the final mark. AI-generated logos cannot be reliably protected as a trademark, and similarity to existing marks is difficult to establish. AI is useful for exploring directions early; the mark you receive is drawn.
Vector source files as the master, plus SVG, PNG and PDF exports at the sizes you need, favicon and app icon, single-colour and reversed versions, and colour specifications for digital and print.
Free consultation · No obligation
A mark that works everywhere it lands.
Send me your current logo, or tell me about the business if you have none. You will get an honest assessment of what it survives and what it does not.
- Tested at 32px, single colour and on photographs
- A full family of versions, not one file
- Vector sources and full rights included
- Fixed price agreed before work starts
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