A lot of people reach out to me asking for a logo design. And on the surface, it seems like a logo is the thing that will make your business feel more polished, more “real”. But after 20 years in this space I’ll let you in on an industry secret: a request for ‘just the logo’ could be the beginning and the end of your brand.
When someone comes to me asking for a logo, I like to dig a little deeper. Why now? What’s driving the change? Are they launching a new business and trying to stand out quickly in a saturated market? Have they outgrown their DIY logo and are now feeling a bit embarrassed every time they send someone to their website? Is it that their brand presence is all over the place; their social media feels modern, their website looks dated, and their physical space is saying something completely different again? Customers distrust inconsistency.
Whatever the reason, chances are a logo alone won’t solve the real issue. The real issue that you need better cut through, to speak to and resonate with your ideal client, and to ultimately grow quicker by raising prices. And that’s where my work really begins.
A logo is not a brand
As a degree-qualified design artist and specialist logo designer, my job isn’t just to make something look nice. It’s to create a full branding system (or visual identity) that works hard for you behind the scenes. Because what you actually need (if you want to grow quicker, charge more, and create a business that’s easy to market) is a brand identity with substance & strategy.
It’s the difference between laying a single brick, versus drawing up the blueprints for the entire house.
A lot of people reach out to me asking for a logo design. And on the surface, it seems like a logo is the thing that will make your business feel more polished, more “real”. But after 20 years in this space I’ll let you in on an industry secret: a request for ‘just the logo’ could be the beginning and the end of your brand.
When someone comes to me asking for a logo, I like to dig a little deeper. Why now? What’s driving the change? Are they launching a new business and trying to stand out quickly in a saturated market? Have they outgrown their DIY logo and are now feeling a bit embarrassed every time they send someone to their website? Is it that their brand presence is all over the place; their social media feels modern, their website looks dated, and their physical space is saying something completely different again? Customers distrust inconsistency.
Whatever the reason, chances are a logo alone won’t solve the real issue. The real issue that you need better cut through, to speak to and resonate with your ideal client, and to ultimately grow quicker by raising prices. And that’s where my work really begins.
A logo is not a brand
As a degree-qualified design artist and specialist logo designer, my job isn’t just to make something look nice. It’s to create a full branding system (or visual identity) that works hard for you behind the scenes. Because what you actually need (if you want to grow quicker, charge more, and create a business that’s easy to market) is a brand identity with substance & strategy.
It’s the difference between laying a single brick, versus drawing up the blueprints for the entire house.
What goes into a proper brand identity?
- A strong brand strategy that defines who you are, what you stand for, why you’re different and who you’re trying to reach.
- Logo design in various formats that work across all your touchpoints. Your website, socials, packaging, signage all need a different variation of your logo to look sharp and professional.
- Colours and fonts that evoke the right vibe (premium, natural, affordable, trustworthy… whatever you want your audience to feel when they see your brand). Take brands like Coca Cola, Tiffany & Cadbury – these brands can be recognised purely by their colours & fonts, no logo needed!
- Visual assets like icons, patterns or illustrations that support and strengthen your brand message.
- A brand guide so whether it’s you, your team, or a contractor creating new materials, everything stays beautifully consistent and that customer trust intact.
When you invest in your branding properly, everything that comes afterwards (social media content, email marketing, website, printed collateral) becomes so much easier & cost-effective to create. You’re not reinventing the wheel every time. Your brand does the heavy lifting.
You’re not just paying for design. You’re paying for expertise.
Anyone can design a pretty logo. But as an experienced logo designer who’s worked for both advertising agencies and blue chip companies over two decades, I’m not here to give you a trend-based identity that looks like everyone else in your industry.
I design from the inside out. Strategically, thoughtfully & completely tailored to your brand strategy, so that your visual identity communicates the right message to the right people.
I also collaborate closely with marketing strategists, SEO experts and copywriters. That means the visual design is aligned with your sales funnel, your customer journey, and even the exact keywords your clients are Googling.
So… do you need a logo?
Maybe. But more than likely, you need clarity and to grow. You need a brand identity that’s tailored to your business goals, that builds trust, and that helps your ideal clients recognise you immediately.
And when you have that, everything else flows faster and easier. You’ll be able to charge more, attract higher quality leads, and stop wasting time piecing together design elements that were never meant to work together in the first place.
So the next time you think I need a logo—ask yourself: is it the logo, or is it time to invest in a brand that actually works?
