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Branding and logo design.
A logo is one piece of it. Branding is the logo plus the colours, the type, the photography and the written rules that stop all of it drifting six months later. It is the thing our clients mention most often, and April has been doing it for twenty years.
A logo, and the rules that keep it a brand.
Most logo jobs end with a file and no instructions, which is why the third person to touch it picks a different blue. Everything below exists so that does not happen.
Primary mark, a stacked or horizontal alternative, and a simplified version that still reads at the size of a browser tab.
Built from your logo and checked for contrast, so text on your brand colour is actually legible rather than nearly legible.
A display face and a body face that suit the business, licensed for web and print, with the sizes and weights set out.
A document anyone can follow: clear space, minimum sizes, what to do and what never to do. This is what makes it survive.
Vector for print and signage, PNG for the web, favicon and app icons, and social profile crops that are not squashed.
How your product and your people should be shot, so the imagery matches the identity instead of fighting it.
Research first, then draw.
A logo that ignores the category is a nice drawing. A logo that knows the category is a decision.
STEP 01
Understand the business
What you sell, who buys it, and what they need to feel before they trust you with money.
STEP 02
Scan the competition
Six to ten direct competitors, so following the category convention or breaking it is a deliberate choice rather than an accident.
STEP 03
Design and narrow
Directions to react to, then one taken all the way through rather than five half-finished options.
STEP 04
Write it down
The guidelines, the files and the palette, handed over so anybody you hire later stays on brand.
Starts at $2,500.
Full brand identity. A logo on its own starts at $900.
You own the artwork outright, including the vector source files. No licence, no ongoing fee, no holding your logo hostage.
Runs well with these.
Most of these problems are the same problem wearing a different hat.
Questions we get asked.
How much does a logo cost?
At eCommWiz a logo on its own starts at $900, and a full brand identity – logo, colour palette, typography, file formats and a written guidelines document – starts at $2,500. Most small-business identity packages run $2,500 to $5,000; agencies typically start around $5,000.
Do I own the logo and the files?
Yes, outright, including the vector source files. There is no licence, no ongoing fee and no situation where your own logo is held by us.
What is the difference between a logo and branding?
A logo is one mark. Branding is the logo plus the colours, the typefaces, the photography style and the written rules that keep all of it consistent. Without those rules the next person who touches your marketing picks a different blue, and the brand drifts.
How long does a brand identity take?
Usually two to four weeks. Most of that is research and revision rather than drawing. A logo that ignores what competitors look like is a nice drawing rather than a decision.
— Start
Starting from scratch, or fixing a mess?
Both are normal. Send us what you have and we will tell you honestly whether it needs replacing or just tidying.