Logo Design Brief & Questionnaire
We capture your values, audience and preferences in a structured brief so every concept starts from a clear direction.
- Design brief
- Mood direction
Graphic Design & Creative Services
Logo Design Services
We explore concepts, refine one direction with you and deliver a logo in vector formats with colour, mono and small-size variants, ready for web, print and product use.
- Concept exploration
- Vector master files
- Colour & mono versions
- Small-size testing
- Years of delivery
- 8+
- Years of delivery
- Projects shipped
- 350+
- Projects shipped
- Clients across US, UK, AU & SG
- 200+
- Clients across US, UK, AU & SG
What’s included
Everything You Need to Get a Logo That Represents Your Business
From brand questionnaire to final logo files, we cover research, concepts, refinement and every format you need to launch.
-
-
Competitor & Market Logo Research
We study your competitors and sector conventions so your logo stands apart on shelves, screens and search results.
- Competitor review
- Positioning notes
-
Initial Logo Concept Sketches
Our designers explore several distinct directions, each with a clear rationale, so you choose with confidence rather than guesswork.
- Logo concepts
- Concept rationale
-
Logo Colour & Typography Refinement
We refine your chosen concept with tested colour palettes and typefaces so the mark feels polished and ownable.
- Colour palette
- Font pairing
-
Logo Variations & Lockups
You receive horizontal, stacked and icon-only versions so your logo fits websites, social avatars and packaging cleanly.
- Logo lockups
- Icon mark
-
Vector Logo File Delivery
Your team gets print-ready and web-ready files in every format, so nothing blocks your printer or developer.
- AI, EPS, SVG files
- PNG & PDF exports
-
Revision Rounds & Usage Support
We handle agreed revision rounds and answer usage questions, so your logo is applied correctly from day one.
- Revision rounds
- Basic usage sheet
Need something specific?
Why Kramate
Why Business Owners Choose Kramate for Logo Design
Friendly designers, a clear price and a logo that is truly yours.
-
You Own the Logo Outright
Instead of
agencies holding on to your rights
With Kramate
The logo and every file are yours from day one, and we sign a privacy promise first.
-
A Clear Price Before We Start
Instead of: surprise bills for extra changes
With Kramate: You get a written estimate within a day of our free chat, with the number of changes stated.
-
A Look That Lasts Years
Instead of: a logo that feels dated next year
With Kramate: We favour simple shapes over passing trends, so your logo still fits as you grow.
-
Tested Tiny and Huge
Instead of: a logo that blurs on a small screen
With Kramate: We try your logo as a phone icon, on a pen and on a shop sign.
-
Help After the Logo Is Done
Instead of: no reply once the final bill is paid
With Kramate: If your printer or web person has questions about your files, you can still ask us.
Our approach
How We Run Your Logo Design, Step by Step
From a few questions about your business to a logo you can use everywhere.
6 clear steps 6 deliverables you keep
-
Founder Interview
We ask about your business, customers and taste, then write down what your logo needs to say.
-
Look-Alike Check
We study the logos your competitors use so yours stands apart and does not copy anyone nearby.
-
Sketch Routes
We draw several different ideas by hand and show you the strongest few, with the thinking behind each.
-
Colour & Lettering Trial
We redraw your chosen idea on screen and test colours and fonts until the mark feels right.
-
Change Requests
You send comments, we adjust the drawing, and we repeat until you are happy with it.
-
Logo File Pack
We export your final logo in every shape and colour, ready for print, web and social media.
Tools & technologies
Technologies We Use for Logo Design
Vector tools for the artwork, plus mockups and handoff files that work everywhere.
- Miro: Online whiteboard for workshops and process mapping.
- Pexels: Free stock photos and videos for creative work.
- Google Fonts: Free web fonts for consistent typography.
- Pantone: Colour matching standard for print and packaging.
- Adobe Illustrator: Vector artwork that stays sharp at any size.
- Affinity Designer: Vector and raster design for logos and illustrations.
- Inkscape: Open-source vector editor for SVG artwork.
- Figma: Design tool for dashboard wireframes and layouts approved before build.
- Adobe Photoshop: Retouching and image compositing for polished visuals.
- Blender: Creates and optimises the 3D models and animations used in scenes.
- SVG: Scalable vector format for logos, icons and web graphics.
- Google Drive: Cloud folders for sharing files and final assets.
Expert guide
Logo Design Services: A Complete Guide for Businesses
Logo design services produce the mark that stands for your business on a website, a storefront, an invoice and a phone screen. A good provider does more than draw something attractive. They learn how you compete, explore several directions, refine one, and hand over files that work in every place the logo will appear.
The deliverable is a small kit rather than a single picture: vector masters, full-color and one-color versions, a favicon and app icon, and basic usage notes. You should also receive clear ownership of the finished artwork.
This guide explains logo types, the working process, file formats, trademark and copyright points in the USA, UK, Australia and Singapore, what drives cost, and how to choose a provider.
What logo design services include
A logo project normally starts with a written brief: who your customers are, who you compete with, where the logo will appear and what it must never suggest. The designer then sketches several routes, presents a small number with reasoning, and refines the one you pick through an agreed number of revision rounds.
Ask what is in scope before you commit. A complete handover usually contains:
- The primary logo, plus horizontal and stacked arrangements where the name is long.
- A symbol-only version for places too small for the full name.
- Full-color, one-color and reversed versions for dark backgrounds.
- A favicon, social profile images and an app icon if you have an app.
- A one-page usage sheet covering clear space and minimum size.
If you also need color palettes, typography and imagery rules, that is a wider job. See brand identity design and brand guidelines design for the larger scope.
Logo types and when each one fits
| Type | Works well for | Watch for |
|---|---|---|
| Wordmark | Short, distinctive names | Long names shrink and lose legibility |
| Lettermark (monogram) | Long names reduced to initials | Initials mean little until the brand is known |
| Symbol or pictorial mark | Brands with wide recognition or a global audience | Needs the name beside it in the early years |
| Combination mark | Most new businesses: symbol and name usable together or apart | Both parts must still balance when separated |
| Emblem | Institutions, craft and heritage brands | Fine detail disappears at small sizes |
Choose by usage, not fashion. List the three smallest places the logo must appear, such as a browser tab, an app icon and an embroidered shirt, and judge every concept there first.
The logo design process, from brief to final artwork
The stages below are what a careful logo design process looks like. Skipping the early ones is the usual reason a logo feels generic.
- Brief and research. Goals, audience, competitors, and the words the brand should and should not evoke.
- Sketching. Many rough shapes in black and white, so form is judged before color influences opinions.
- Concept presentation. A few directions shown on real items such as a website header, a package or a social avatar, not floating on a blank page.
- Refinement. Spacing, curves, stroke weight and color adjusted over agreed revision rounds.
- Stress tests. The mark is shrunk, flattened to one color, reversed and printed as a proof.
- File preparation. Final exports, source files and the usage sheet.
Run a trademark search before final approval, not after printing. The legal section below explains why.
File formats: what you should receive and why
Logo files fall into two families. Vector files describe shapes mathematically, so they scale from a favicon to a building sign without blur. Raster files are grids of pixels and stay fixed to one size.
| Format | Family | Typical use |
|---|---|---|
| SVG | Vector | Websites and apps; the format is defined in the W3C SVG 2 specification (opens in a new tab) |
| PDF or EPS | Vector | Print vendors, signage and large-format work, usually with fonts converted to outlines |
| PNG | Raster | Slides, email signatures and documents needing a transparent background; see the W3C PNG specification (opens in a new tab) |
| Icon sets | Raster, several sizes | Browser tabs, home screens and app store listings |
| Native design file | Editable source | Future edits without redrawing the mark |
Always ask for the editable source. Design teams commonly keep logo components in shared libraries, and Figma’s Help Center (opens in a new tab) explains how components and libraries work if your team uses that tool.
Trademark clearance, copyright and regional rules
A logo has two separate legal layers. Copyright protects the artwork as a creative work. Trademark protects the logo as a signal that identifies your goods or services, and generally depends on registration or genuine use. A design contract can assign copyright, but only a registry grants registered trademark rights. Confirm details with legal counsel.
- USA: the USPTO (opens in a new tab) handles federal trademark registration and explains how to search existing marks before you file. Copyright questions are covered by the U.S. Copyright Office (opens in a new tab).
- UK: trade marks are registered with the UK Intellectual Property Office, described in GOV.UK’s trade mark guidance (opens in a new tab).
- Australia: IP Australia (opens in a new tab) administers trade mark applications.
- Singapore: the Intellectual Property Office of Singapore, known as IPOS, is the registry; read its guidance before filing.
Ask your designer to screen the concept against similar marks in your field, then have an attorney run a proper clearance search before you pay for signage or packaging. A designer’s screening is a sanity check, not legal advice.
Fonts, stock elements and AI-generated artwork
Every ingredient in a logo carries its own license. Typefaces are licensed software, and a font bought for office documents may not cover use inside a logo, an app or merchandise. Stock icons are shared with every other buyer, which weakens distinctiveness and can block registration.
Open licenses need care too. The Creative Commons licenses (opens in a new tab) set sharing terms such as attribution and non-commercial limits, so a logo should only use such an asset when the exact license permits commercial, modified use.
AI image tools can speed up exploration but raise an ownership question, because the U.S. Copyright Office has published guidance on works containing AI-generated material and looks for human authorship. Treat generated images as rough inspiration, have a designer draw the final mark, and keep a record of how it was made.
Legibility, contrast and accessibility
The WCAG contrast success criterion (opens in a new tab) sets minimum contrast for text on the web, and it exempts text that is part of a logo or brand name. That exemption does not make low contrast a good idea: a wordmark customers cannot read still costs you recognition.
- View the mark at the smallest size it will ever appear.
- Convert it to grayscale and check the shapes still separate.
- Place it on your darkest, lightest and most photographic backgrounds.
- Check it for common color vision differences, not only on your own monitor.
Cost factors and how to plan a budget
Price reflects how much thinking and drawing the project needs. The main drivers are:
- The number of concepts and revision rounds.
- Research depth and any naming or positioning work.
- Custom lettering or a custom typeface, versus licensed fonts.
- Variants: stacked, symbol-only, animated or seasonal versions.
- Speed of delivery and number of stakeholders giving feedback.
Logos are often sold as a fixed-price package, exploratory work may be hourly, and a dedicated team makes sense when the logo is one piece of a larger rebrand. Budget separately for trademark filing fees and attorney time, which are paid to registries and lawyers rather than designers, and for applying the new logo to stationery and signage.
How to choose a provider of logo design services
- Range and reasoning. Look for several distinct styles, and ask how each result was reached, not only what it looks like.
- Logos shown in use on websites, packaging and signs.
- Written ownership terms covering copyright, source files and font licenses.
- Complete deliverables: vector, raster, editable source and a usage sheet.
- Clear revision limits and a stated process for extra rounds.
- An originality policy that explains how they avoid templates and unreviewed generated imagery.
- Professional practice. AIGA, the professional association for design (opens in a new tab), is a useful reference for contracts and standards of practice.
How Kramate delivers logo projects
A dedicated project manager runs each logo project. You receive daily updates on Slack or Teams and a progress review at the end of every two-week round, and we sign an NDA before detailed discussions. All intellectual property in the final work transfers to you. Our approach explains each step.
Start with a free consultation and receive a detailed estimate within 24 hours. Fixed-price, dedicated-team and hourly options are available. Working hours overlap US Eastern time by four to six hours and cover a full working day in the UK, Australia and Singapore, and Kramate can lead the project or join your in-house design team.
Frequently asked questions
What files should I receive from logo design services?
At minimum: vector masters (SVG and PDF or EPS), transparent PNGs, one-color and reversed versions, favicon and app icon sizes, and the editable source file. A short usage sheet showing clear space and minimum size makes the files much easier for others to use correctly.
Who owns a logo after it is designed?
It depends on the contract, not on payment alone. In many places a designer holds copyright until it is assigned in writing, so insist on an assignment clause. Kramate transfers all intellectual property to the client.
Does a logo design package include trademark registration?
Usually not. Design and registration are different services. A designer can screen for look-alikes, but filing and clearance searches are done with the national registry and normally an attorney, so budget for them separately.
Can I use an AI-generated logo for my business?
You can, but ownership and distinctiveness are uncertain. Copyright offices look for human authorship, and many tools produce similar-looking marks for different users. A safer route is to use AI for ideas and have a designer draw and document the final mark.
How many logo concepts should I expect?
There is no standard number, so agree it in writing. A common pattern is a few distinct directions, then refinement of one through a set number of revision rounds. More concepts rarely improve the result unless the brief is still unclear.
What is the difference between a logo and a brand identity?
A logo is one mark. A brand identity is the wider system around it: color, typography, imagery, voice and rules for using them. See our brand identity design services if you need that fuller scope.
Sources and further reading
- Scalable Vector Graphics (SVG) 2 (opens in a new tab)W3C
- Portable Network Graphics (PNG) Specification (opens in a new tab)W3C
- Figma Help Center (opens in a new tab)Figma
- Trademarks (opens in a new tab)USPTO
- U.S. Copyright Office (opens in a new tab)U.S. Copyright Office
- Trade marks (opens in a new tab)GOV.UK
- Trade marks (opens in a new tab)IP Australia
- About CC Licenses (opens in a new tab)Creative Commons
- Understanding Success Criterion 1.4.3: Contrast (Minimum) (opens in a new tab)W3C WAI
- AIGA, the professional association for design (opens in a new tab)AIGA
FAQ
Frequently asked questions
Cost reflects the research effort, the number of concepts presented, and the size of the logo system. A single mark is smaller than a logo family with icons, alternate layouts and usage rules. The number of revision rounds and whether naming or tagline work is needed also matter.
The usual flow is a brief, concept sketches, a chosen direction, refinement and file delivery. Time depends on how quickly you give feedback and how many concepts you want. Slow decisions and changing the brief halfway through are the biggest reasons logo projects run long.
You do. Once paid, Kramate transfers the final logo and the original vector files to you, so you hold the rights to use and register it. Unused concepts stay confidential under our NDA. We recommend checking trademark availability in your market before launch.
Yes. We design the logo to work at small and large sizes, in colour and in one colour, on light and dark backgrounds. We supply versions sized for social avatars, favicons and print. Tell us where it will appear so we test those uses early.
Expect vector files such as AI, EPS, SVG and PDF, plus PNG and JPG for everyday use. Colour versions, black and white, and reversed versions should all be included. If a file type is missing, ask, because printers and developers often need specific formats.
Look for varied portfolio work, not one repeated style. Ask how they research your business, how many concepts and revisions are included, and what files you get. Check ownership terms in writing. Avoid anyone who only offers templates if you want a unique mark.
This is agreed before work starts. Many projects present a few distinct concepts, then refine one direction through set revision rounds. Choosing early and giving combined feedback produces better results than mixing many ideas. Extra rounds can be added if you need more exploration.
Typical errors include copying competitors, following trends that date quickly, using too much detail, and skipping the one-colour test. Choosing a logo by personal taste instead of audience fit is another. We ask about your market, so the design is based on purpose, not preference.
Taking new projects
Let’s talk about your Logo Design Services needs
Tell us about your project and get a free consultation and estimate within 24 hours.
- We reply within 4 business hours A real consultant reads your brief — no bot, no queue.
- 30-minute discovery call We dig into goals, constraints and budget. NDA signed on request.
- Proposal in 24 hours Scope, timeline, team and price — clear enough to decide on.
NDA on request You own the IP No obligation Free estimate