Brand mark design services

Where symbol ideas come from

Good symbols usually start with something true about the business: what it does, how it does it, where it comes from or what it helps customers achieve. A designer explores these themes through many sketches, then selects ideas that can be expressed simply. When concepts are presented, each should come with a short explanation of the idea, so you can judge whether it fits.

A symbol without an idea behind it may still look attractive, but it is harder to defend, explain and build on.

Originality risks to avoid

Questions to ask a provider

A typical engagement

1. 01

   Brief

   What the business does, values and where the symbol appears.

   Output: Themes to explore

2. 02

   Concepts

   A few symbols, each with its idea explained.

   Output: Chosen concept

3. 03

   Refinement

   Drawn precisely, tested small and paired with the name.

   Output: Final mark

4. 04

   Handover

   Symbol, lock-ups and icon files.

   Output: Mark kit

Testing where symbols work hardest

• App icon

  Platforms may crop icons into rounded shapes; key detail must stay central.

• Browser tab

  The symbol may appear tiny beside many others.

• Social avatar

  Often cropped into a circle; check the symbol fits.

What a symbol package includes

Expect the symbol on its own and in lock-ups with the name, in full colour, one colour and reversed versions. Icon-ready files, sized for app icons, favicons and social avatars, save time later. A short note on clear space and minimum size, and on whether the symbol may appear without the name, helps others use it consistently.

Briefing for a symbol

Describe what the business does in plain terms, what makes it different and what customers gain from it. Note any ideas, objects or places that matter to the business, and any symbols you want to avoid, such as those common in your sector. List the places the symbol will appear, especially small ones. Examples of symbols you admire, with reasons, help the designer understand your taste without copying anything.

If the business may expand into new services, say so, so the designer can avoid overly literal ideas.

Judging a designer's symbol work

Look for symbols that are simple, distinct from each other and shown at small sizes. Ask about the idea behind two or three of them. A designer whose symbols all rely on the same motifs, or who cannot explain the thinking, may struggle to create something genuinely yours.

Choosing between concepts

Judge each concept against the brief and the places it will appear rather than first impressions alone. Look at it small, in one colour and beside the name. Living with the shortlisted concepts for a day or two often makes the choice clearer.

Rules for standalone use

Ask for a short note on when the symbol may appear without the name. Early on, standalone use is usually limited to app icons, favicons and social avatars where the name is shown nearby. As recognition grows, the rules can be relaxed. Writing this down prevents the symbol being used alone too soon, when customers may not yet connect it with the business.

Extending the symbol

Ask whether the designer can later create patterns, icon sets or animated versions based on the symbol, and how those would be quoted.