What a Logo Should Actually Cost (And Why the Range Is So Wide)
Logo quotes range from $5 to $50,000 for what looks like the same deliverable. Here is what actually drives the price, and how to work out which end of the range you need.
7 articles
Branding
Marks, identity systems, colour, typography and the rules that keep a brand consistent.
Branding articles
What Actually Belongs in Brand Guidelines
Most brand guidelines are either two pages or two hundred, and neither gets used. Here is what a document people actually follow contains.
Choosing a Brand Palette That Survives Dark Mode
A palette picked only against white breaks the first time it lands on a dark background. Here is how to build one that holds up in both, without inventing a second brand.
Rebrand or Refresh: How to Tell Which One You Need
A full rebrand throws away recognition you have already paid for. A refresh cannot fix a positioning problem. Here is how to work out which situation you are actually in.
Choosing and Pairing Typefaces for a Brand System
Typography carries more of a brand than the logo does. Here is how to choose typefaces that work everywhere you need them, and how to pair them without guessing.
What Makes a Logo Timeless (Not Just Trendy)
Trend-chasing logos age fast. Here is the design thinking behind marks that still look sharp a decade after they launch.
Bilingual Brand Design: Building One System for Arabic and English
Bilingual identity is not translation. Here is what changes when a brand has to work in both scripts, and how to design one system that carries both.
Branding
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