Why a logo is not a stand-alone trick
A logo has one job: to identify your company quickly and consistently. It does not have to explain everything you do. Many of the world's most recognizable marks say nothing about the product; they became meaningful through years of consistent use.
That is why we treat a logo as part of a brand identity, not as a picture designed in isolation. A logo that looks fine on its own but clashes with your colours, typography and website weakens recognition rather than building it. The question we ask first is not "what should the logo show?" but "what should people understand and feel when they see this company?"
What makes logo design good
- Distinctive. It stands apart from competitors in your market, not just from generic templates.
- Simple. It can be recognized at a glance and reproduced at small sizes.
- Appropriate. Its tone fits your position: a premium law firm and a family bakery should not look alike.
- Versatile. It works in colour and in one colour, on light and dark backgrounds, horizontal and stacked.
- Durable. It avoids trends that will look dated in a few years.
- Legible on screens. It holds up in a mobile header, a social profile image and a browser tab.
Wordmark, symbol or combination
Logos come in a few basic forms. The right choice depends on your name, your market and where the logo will be used most.
| Type | What it is | Suits | Consider |
|---|---|---|---|
| Wordmark | Your name in distinctive lettering | Distinctive names, professional services | Long names can be hard to read when small |
| Lettermark | Initials or a monogram | Long names, firms known by initials | Initials alone carry little meaning at first |
| Symbol | A standalone mark or icon | Brands that need a compact icon | Needs time and budget to become recognized |
| Combination mark | Symbol and name together | Most growing companies | Needs clear rules for when to use each part |
| Emblem | Name inside a shape or badge | Heritage, hospitality, associations | Can lose detail at small sizes |
Logo design and brand identity in one project
Logo vs brand identity is a common question. The logo is one element; the identity is the full system of colour, typography, imagery, tone of voice and guidelines around it. In practice, designing the logo and the identity together usually gives a better result than designing them separately, because each decision is tested against the others.
A logo on its own can be the right choice for a new venture testing an idea. If the logo has to carry a repositioning, a move upmarket or a new market, it belongs inside a wider branding project. We will tell you honestly which of the two fits your situation.
How the logo design process works
- Strategy session (50 minutes, paid). A conversation with the founder about your ambition, your market and whether we are the right fit.
- Proposal with fixed scope and fixed price.
- Brief and research: your position, customers and competitors, and how competing logos in your market look.
- Concepts: a small number of considered directions, each explained in relation to your position.
- Refinement of the chosen direction, tested at small sizes, in one colour and on real applications.
- Delivery of final files and simple usage rules.
We do not work with endless rounds of variations. A few well-reasoned concepts produce better decisions than dozens of options.
What you receive at delivery
- Vector files that scale without loss of quality, for print, signage and embroidery.
- Screen files, such as SVG and PNG, for website, email and social media.
- Variations: horizontal and stacked, with and without the name, a standalone icon and a favicon version.
- Colour versions: full colour, black, white and versions for dark backgrounds.
- Usage rules: clear space, minimum sizes and what not to do with the logo.
Ownership, copyright and trademarks in Canada
Under Canadian copyright law, the author of a design is generally the first owner of the copyright unless there is an agreement saying otherwise. Canadian law also recognizes moral rights, which can be waived but not assigned. When you commission a logo, ask for a written assignment of copyright and a waiver of moral rights. With us, both are agreed in writing, so you can use and register your logo freely.
Registering a logo as a trademark is done through the Canadian Intellectual Property Office, CIPO. Before you invest in a new mark, a clearance search helps avoid conflicts with existing trademarks. We are not trademark agents and do not give legal advice; we recommend a registered trademark agent or lawyer for that step and build time for it into the process.
How to choose a logo designer
- Look for reasoning. A good designer explains why a concept fits your position, not only how it looks.
- Check the portfolio for range. If every logo looks the same, yours will too.
- Ask about rights. Make sure copyright assignment and a moral rights waiver are in the agreement.
- Ask about files. Vector source files should be included, not only images.
- Be cautious with very cheap offers. Template-based logos may not be unique and can be hard to protect.
- Think about the website. Who will apply the logo to your site and make sure it works on mobile? See web design.