01
A logo that only works large
Detail disappears at small sizes, so the mark fails as an app icon, favicon or social avatar.
06 · Branding03 of 07
A distinctive mark plus the colours, type and graphic language that make it work in every place.
A logo on its own is just a signature. An identity system is how your brand looks everywhere: on your website, in your app, on a business card and in a social post. We design the mark and the system around it, so your brand is recognisable even when the logo isn't on screen.
- Distinct concepts presented
- 3
- Distinct concepts presented
- Smallest size every mark is tested at
- 16px
- Smallest size every mark is tested at
- Accessible colour combinations defined
- AA
- Accessible colour combinations defined
Mark
Aa
Logo · type · colour
Logo designWordmarks and symbolsResponsive logosColour paletteTypographyGraphic elementsImagery styleBrand assetsLogo designWordmarks and symbolsResponsive logosColour paletteTypographyGraphic elementsImagery styleBrand assets
Sound familiar?
The problems we hear most often before someone asks us about logo & identity system.
02
No system around it
Without rules for colour, type and layout, every new piece looks different.
03
Trendy today, dated tomorrow
Logos chasing trends need replacing in a couple of years.
What's included
01
Logo concepts
Several distinct concepts based on your strategy, presented in real applications.
02
Responsive logo set
Primary logo, simplified versions and a symbol that work from billboard to favicon.
03
Colour palette
Primary and supporting colours with accessible combinations for digital use.
04
Typography
Typefaces for headlines and text, with sizes and pairings defined.
05
Graphic language
Patterns, shapes, icon style and imagery direction that extend the identity.
06
Asset pack
Every logo file in every format, plus templates for your most common uses.
How we do it
You follow every step live in Mission Control, your project dashboard: tasks, files, approvals and a launch forecast.
- 1
Brief
Strategy, audience, competitors and where the identity must work.
- 2
Concepts
Distinct directions shown on real applications, not floating on white.
- 3
Refine
The chosen direction developed, tested at every size and finalised.
- 4
Deliver
Files, templates and guidelines for your team and suppliers.
3
Distinct concepts presented
16px
Smallest size every mark is tested at
AA
Accessible colour combinations defined
Built for
Who this is for.
New businesses launching
Companies with a dated or DIY logo
Brands expanding into digital products
Businesses after a strategic change
Tools we useFigmaIllustratorBrand BrainNotion guidelines
Helpful extras
Try it yourself, or see what's built in.
Questions
Logo & identity system, answered.
Something else on your mind? Ask the Zelvorm Concierge in the corner, or talk to the team.
Typically three distinct concepts, each shown in realistic applications, followed by refinement of the one you choose.
More in Branding
The rest of the toolkit.
- 01Brand strategy & positioningA clear position in your market, a promise worth keeping and the proof to back it.
- 02Naming & messagingDistinctive names checked for availability, and messaging that explains you in a sentence.
- 03Typography & colourTypefaces, type scales and accessible colour systems, ready for screens, print and code.
- 04Tone of voiceVoice principles, examples and AI-ready rules so every email, page and post sounds like you.
- 05Brand guidelinesA clear, practical guide to your brand, with real examples and every asset one click away.
- 06Rebrands & brand refreshRefresh or rebrand with a clear strategy and a rollout that protects your reputation and rankings.
From the Journal
Read before you decide.
BrandingBuilding a Brand Style Guide: What to Include and Why It Matters
A brand style guide is the difference between a consistent business and a different-looking company on every channel. Here's exactly what to include.
13 Jun 2026 · 5 min read
BrandingHow to Know It's Time to Rebrand (Without Losing Existing Customers)
Rebranding too early wastes money; too late costs you relevance. Here's how to tell the difference, and how to do it without alienating loyal customers.
6 Jun 2026 · 5 min read
BrandingBrand Identity vs Logo: Why Your Business Needs More Than a Mark
A logo is one asset. Brand identity is the whole system it belongs to. Here's why confusing the two costs businesses real money.
30 May 2026 · 5 min read
Next in Branding
Typography & colour
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