Logo file formats, explained once so you never have to ask
SVG, EPS, PNG, PDF, ICO — which one to send the printer, the developer and the person who just asked for "the logo".
Read articleBranding
Everything we have written about Branding — 11 practical articles on branding, building and running it, from a studio working in Germany and Canada.
11 articles in Branding · clear
For most B2B founders, LinkedIn is the real homepage
More buyers will read your profile than your site. It is usually written as a CV, which is the wrong document entirely.
Read articleWhat a brand audit actually finds (it is rarely the logo)
Businesses ask for a new identity and usually need three specific fixes. The list that comes back from most audits.
Read articleFive checks before you commit to a company name
A name that fails a trademark search after launch is the most expensive kind of design revision. Twenty minutes of checking prevents it.
Read articleHow to write down a brand voice people can actually follow
"Friendly yet professional" describes every company that has ever existed. Here is a format that survives contact with a real writer.
Read articlePersonal brand or company brand: which one to build first
If you are the reason people buy, build the person first. Here is how to tell which case you are in, and what it costs to get it wrong.
Read articleHow much a logo costs, and what changes at each price
From a €90 marketplace file to a €6,000 identity system — what you actually receive at each level, and where the jump is worth paying for.
Read articleYour personal brand is not your logo
Why the way you show up on LinkedIn matters more than the mark you paid a designer for — and what to fix first.
Read articleWhat belongs in brand guidelines (and what is padding)
A guide nobody opens is a design cost with no return. The eight pages that get used, and the forty that do not.
Read articleRebranding without losing the customers you already have
A rebrand is a migration project wearing a design hat. The sequence that keeps your search traffic, your invoices and your regulars intact.
Read articleChoosing brand colours that still work at 3am on a phone
Palettes usually fail in the same three places: small text, dark mode and print. How to pick colours that survive all of them.
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