MARQUE
Visual identity and art direction
An identity is not judged on a presentation board, but on its hundredth use: on an invoice, on a vehicle, on a phone screen, in black and white.
Being recognised before being read
Recognition comes from repetition, not originality. A colour held, a typeface held and a consistent way of placing things beat a striking logo used ten different ways.
That is why we deliver as many rules as files. Knowing which version of the logo to use on a dark background, what minimum size to respect and which uses to avoid is the difference between an identity that strengthens and one that dilutes.
- Logo and its variants, including single-colour
- Palette, typography and spacing rules
- Screen and print variants
- Written usage rules, for you and your suppliers
The real-world test rather than the mood board
A logo is tested small, in greyscale, on a photographic background and on a badly calibrated screen. Many attractive proposals do not survive those four tests, and it is better to find out before printing than on the printer’s invoice.
An identity that carries through to the website
An identity designed apart from the website always ends up distorted once online: colours fail contrast checks, the typeface has no web version, proportions break on a phone. Designing both together avoids that rework.
Frequently asked questions
Do I need a new logo to redo my website?
No, in most cases. An existing logo can be kept and adapted, provided it holds up small and in a single colour. A redesign is the moment to check that, not a reason to throw everything away.
What do you receive at the end?
The source files and the ready-to-use files, in screen and print formats, together with the written rules. Those files belong to you: you can hand them to any printer or supplier.
Is a visual identity useful for a small business?
It is most useful to a small business. When you cannot be everywhere, being recognisable at a glance is worth a lot, and that does not depend on company size but on how consistently it is applied.
Further reading
Got a project in mind?
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