We have created over 100 logos and we ask some strange & interesting questions during the design brief stage, so what are we trying to discover and understand?

One of the first questions we ask clients is to describe their business. Understanding the nature of your business is vital as we are trying to successfully create the visual equivalent of your verbal description. For example, if you describe your business as a large, traditional organisation then the logo design will send those visual messages and will be very different from a logo designed for a business described as friendly, local & organic.

One of my favourite questions is ‘if your business was a person what clothes would they wear?’ We’ve had some very interesting answers over the years, but one I really liked was an engineering organisation who felt that they were currently wearing an oily boiler suit, but really wanted to wear a clean, pressed boiler suit with shirt and tie – a perfect description to guide the design. They were looking for a strong, professional, no-nonsense brand.

Our logo progress


Colour preference is always very tricky and will have a strong influence on the whole brand. For example if you have a navy blue, red and white logo it’s very hard to find many colours that work well with this. Gold can look good, and grey is a good complementary colour, but it all starts to get a bit too ‘rainbow’ if you’re not careful. Knowing how colours work together and what that means when you come to apply your logo to other materials is a key consideration in creating a successful brand.

We take considerable time searching for the right font, it’s so important. Usually we start by deciding if it’s a more traditional or classic feel and use a serif font (a classic like Times) or a cleaner sans serif font (like Helvetica). After this we start thinking about the personality of the business in more detail, so we can select the perfect font match.

We’re often asked about straplines. Sometimes they can be successful. If you’re a global brand like McDonalds, then ‘I’m lovin’ it’ makes sense, but for many businesses using a strapline can be rather reductive if you’re not careful. In todays digital world, having a clean, simple logo that works well on a tiny icon on Twitter, Facebook, LinkedIn etc. is very important to keep your marketing instantly recognisable and on brand. So yes, have a strapline if it makes sense, but don’t tie it to the logo.

Well that’s the quick overview of some of the main considerations in a process that’s taken us 20 years to perfect!



Written by. Rebecca Jaggs

Rebecca Jaggs