Logo design built to work at every size.

• Choose logo design when there is no mark, or the mark cannot be used.

  A new business, a name change, or an existing logo that fails in one color, at small size or in print. The work is the mark and the system of versions around it.

• Choose a brand identity system when the logo is only the first question.

  If color, typography, imagery, layout and guidelines are also undecided, the mark is one deliverable inside a larger piece of work and is cheaper to commission that way than twice.

• Choose a refresh when the recognition is worth keeping.

  Where customers already know the mark, redrawing it properly — correcting proportion, weight, spacing and the missing variants — keeps the equity you hold and fixes the execution that is costing you.

Because the spaces it has to fit are shaped differently and the processes that reproduce it have different limits. A wide lockup cannot fill a square application icon, a full-color mark cannot be embroidered in one thread, and detail that reads at poster size disappears at favicon size. One file cannot do all of it.

The versions are not decoration. Each one exists because a real application demands it, and the set is decided from where the business will actually put the mark rather than from a standard list. A company that will never print a carton does not need a carton version, and a company going to retail needs it before the first order.

• A horizontal lockup for headers, signatures and anywhere wide and shallow.
• A stacked version for square and tall spaces where the horizontal one would be tiny.
• A mark-only version for application icons, profile images and browser tabs.
• A single-color version for stamps, embroidery, engraving and one-color printing.
• A reversed version, drawn rather than inverted, for dark and photographic backgrounds.
• A simplified small-size version where the full detail stops resolving.

Refresh when customers recognize the mark and the problem is execution: weak proportions, a color that fails on screen, no usable variants. Redesign when the mark actively misdescribes the business — wrong market, wrong offer, wrong name — because recognition of the wrong thing is not an asset worth protecting.

Recognition you already hold is real value and discarding it has a cost that rarely appears in the quote. That is why the question is asked in that order: what does the current mark earn you, and what is it costing you? Where the answer is that it earns recognition and costs you flexibility, the honest recommendation is a refresh, and it is usually the cheaper job as well.

A redesign carries downstream work that a refresh does not: signage, stationery, packaging artwork, merchandise, application icons, profiles and every document template. Scoping the change means scoping that list, not just the mark.

Vector source artwork, plus raster exports for screen use and a favicon set. Vector artwork stores the mark as shapes rather than pixels, so it scales from a browser tab to a building with no loss of edge quality, and it is the only form a printer or a manufacturer can work from at production quality.

Raster images have a fixed number of pixels, so enlarging one enlarges the pixels. Vector artwork stores curves and coordinates, which is why the same file can be a favicon and a vehicle wrap. It is also the form that converts cleanly into the single-color and cut-path versions that embroidery, engraving, screen printing and die-cutting need.

For the web, SVG is a vector format the browser renders directly, which is why a logo delivered only as a raster image is both larger to download and worse to look at.

No. Designing a mark and registering a trademark are different acts. Registration is a legal process handled through a national or regional intellectual property office, usually with a trademark attorney, and ASquared Creatives does not provide legal services, conduct clearance searches, or file applications.

What design work does provide is the artwork and the specification a filing needs, in the formats an office will accept, which we hand over on request. What it cannot provide is an assurance that a mark is available, because availability is a legal question about existing registrations and prior use in specific classes and territories.

The practical sequence most businesses follow is to have a professional clearance search done before committing to a mark publicly, and to file in the territories and classes where the business actually trades. Both steps are legal work, and a trademark attorney can advise on them for the specific mark.

• Logo design
• Logo redesign
• Wordmark and monogram systems
• Responsive and single-color logo variants
• Logo usage rules and clear-space definition

The visible part of logo design is the exploration. The part that decides whether the mark survives is everything after it, which is why a logo bought as a single image tends to need redrawing as soon as it has to work small or in one color.

• It works everywhere it has to

  Because it was tested in one color, reversed, small and on dark before it was approved — rather than being discovered to fail when the first shirt order arrives.

• It stays the same mark over time

  Clear space, minimum size and a misuse list are what stop a logo being slowly redrawn by well-meaning people under deadline pressure.

• Suppliers can use it without asking

  Printers, manufacturers, merchandise suppliers and developers each need a different file. Handing over the right set removes a recurring round of emails and a recurring risk of somebody guessing.

• It scales with the business

  Vector artwork and a variant system mean the next application — a vehicle, an application icon, a carton, a trade stand — is covered by work already done.

• A new company with nothing yet

  The mark comes first because everything else references it, and the rest of the identity system is usually the immediate next decision.

• A business that outgrew a starter logo

  The original was made quickly, cheaply or by a founder. It has recognition attached to it now, so the question is how much to keep — which is a redesign question rather than a blank page.

• A product range going to retail

  A mark that lived on a website now has to work on packaging, labels and a shelf, in whatever printing process the converter uses. That is a different set of tests.