A mark that works small, in black and white, and at scale
Logo design tested for legibility and versatility across every real-world application.
Logo design is the process of creating a business's primary visual mark - tested for legibility, distinctiveness, and versatility across every size and application it will actually be used in.
What is Logo Design?
We design your logo to be the smallest, most repeated unit of your brand's identity - a mark simple enough to be recognised at favicon size, distinctive enough to hold up next to competitors, and flexible enough to work in full colour, in black and white, and everywhere in between. It isn't your whole brand, but it's usually the single asset your business gets judged by fastest.
Skip the testing and a mark that only worked on a pitch deck slide falls apart the moment it's shrunk to 32 pixels or printed in a single colour - and your logo gets seen far more often at that small, low-attention size than at the large one it was approved at.
It's different from brand identity, which covers the full system - colour, typography, imagery - built around the logo, and from visual identity, which extends that system across every touchpoint. Logo design is the one mark those systems get built around.
Common problems we solve
Approved big, never tested small
Marks get approved at large size on a screen and never tested at the small sizes they will actually appear at most.
Falls apart in monochrome
Colour-dependent logos lose all distinctiveness the moment they're printed, faxed, or displayed in black and white.
Too close to a competitor
Concepts that look distinctive in isolation often turn out to closely resemble an existing mark in the same category.
No first logo to work from
New businesses need the same testing rigour as a redesign, even with no legacy asset to build around.
Unrecognisable as a favicon
If your icon is illegible as a favicon or app icon, that's a design testing gap, not something to live with.
Everything covered in this service
Legibility at Scale
Tested at favicon and app-icon size, with stroke weight calibrated to survive shrinking.
Colour & Monochrome Versatility
A version that works in full colour and one that works in pure black and white.
Distinctiveness
Reviewed against direct competitors' marks before finalising, so it's memorable on its own.
Format Flexibility
Primary lockup, icon-only, and wordmark variants delivered as vector files.
Usage & Clear-Space Rules
Minimum size thresholds, clear space, and documented misuse examples.
Our optimization framework
Discovery
We review the brand's positioning and existing visual assets, if any, before sketching anything.
Develop Concepts
Multiple distinct directions are explored, not variations on a single idea, so the choice between them is meaningful.
Check Distinctiveness
Shortlisted concepts are checked against direct competitors' marks to rule out unintentional similarity.
Refine
The selected direction is refined for construction, proportion, and stroke weight.
Test at Scale
Every candidate is tested at favicon size and in pure black and white before it's called finished.
Deliver
Final files are delivered in the formats and variants the business will actually need, with usage rules documented.
What actually changes
| Before | After |
|---|---|
| Illegible once shrunk to favicon size | Legible at favicon and app-icon size |
| Relies on colour to read correctly | Works in full colour and pure monochrome |
| Resembles a competitor mark | Checked against direct competitors before finalising |
| One lockup forced into every context | Primary, icon-only, and wordmark variants |
| No usage rules, inconsistent application | Documented minimum size and clear-space rules |
What we report on
Legibility at small size
Checked at the smallest size the logo will realistically appear at, not just on a large screen.
Monochrome performance
Tested in reversed-colour and single-colour contexts before anything is finalised.
Distinctiveness
Reviewed against named, direct competitors in your category.
Tools & platforms
Industries we optimize for
Built for teams like yours
Why choose EASI7
We fix tracking before we touch results
Every engagement starts with the same audit we'd run on our own accounts, so the numbers you're optimizing against are actually true.
One accountable team, not siloed vendors
The same team that does this also owns the rest of your stack - no handoff, no blame-shifting between vendors.
Built for how AI search actually works
Everything we build is structured to be extractable by AI answer engines, not just ranked in a list of blue links.
Reporting tied to your own dashboard
Every number we report ties back to GA4/GTM events you can see directly - not a screenshot from a tool you can't independently verify.
Most logo revisions we're asked to do later aren't stylistic - they're fixing a mark that was approved on a laptop screen and never tested anywhere it would actually be used small, which is most places.
Related Branding services
Define Your Positioning Before Any Visual Decision
Positioning, voice, and competitive differentiation defined before any visual identity work begins.
BrandingBuild a Brand System, Not Just Another Logo
A complete visual system - colour, type, imagery, and application - so your brand never looks improvised.
BrandingKeep Your Brand Consistent Without You In The Room
Brand guideline documentation covering every visual and voice rule for consistent application by any team.
BrandingMake Every Touchpoint Unmistakably Your Brand
We apply your visual identity consistently across web, print, social, and product touchpoints.
How to engage us for this
Project-based
A defined outcome with a start and end date - an audit, a migration, a campaign build, a tracking overhaul. Fixed scope, fixed price, agreed upfront.
Ongoing retainer
Continuous management and optimization once the initial build is live - campaigns, SEO, reporting, and iteration run every month under one accountable team.
Advisory
Strategy and oversight without full delivery - we review what's already running, unblock decisions, and point an in-house or existing team in the right direction.
Common questions
Typically two to three distinct directions. We would rather present fewer, genuinely different concepts than many small variations of one idea, which tends to make the decision harder without improving the result.
No - and we would be skeptical of anyone who promises that. What we can guarantee is that every concept presented has already been tested for legibility, monochrome performance, and competitive distinctiveness before you see it.
Yes, as a standard part of the process - we review shortlisted concepts against direct competitors in your category before finalising anything.
Vector source files plus exported formats for web, print, and app icon use, including full-colour and monochrome versions of each variant.
Typically two to four weeks from an agreed brief to final files, depending on how many rounds of refinement the chosen direction needs.
Yes - an evolution that keeps brand recognition while fixing the specific problems (illegibility at small size, colour dependency) is often the right call, and usually faster than a full redesign.
Not sure if your current logo is actually the problem?
We'll test it at the sizes and formats it actually gets used in before recommending a redesign.
Ready to get started?
We usually reply within 24 hours.
Logo Design, in detail
Scope, area by area
| Area | What we deliver |
|---|---|
| Primary Mark | Full-colour and monochrome versions of the finished logo |
| Variants | Icon-only and wordmark-only versions where the primary lockup does not fit every context |
| Favicon & App Icon | Simplified adaptation tested for legibility at the smallest real-world sizes |
| Usage Rules | Minimum size, clear space, and misuse guidelines |
How this compares
| A Tested Logo | An Untested Logo |
|---|---|
| Legible at favicon and app-icon size | Detail is lost or illegible once shrunk |
| Works in monochrome without losing meaning | Relies on colour to read correctly |
| Checked against competitor marks before finalising | Risks resembling an existing mark in the same category |
Most of the difference between the two isn't creative talent - it's whether the mark was actually tested before it shipped.
What we measure this against
- Legibility at the smallest size the logo will realistically appear at
- Performance in monochrome and reversed-colour contexts
- Distinctiveness against named, direct competitors
Where this applies
- A startup needs a first logo built to work across a website, app icon, and social presence from day one
- An established business has a logo that looks fine on a website but breaks down as a small app icon or in single-colour print