A presence people recognise you by

Typical triggers are a succession, a merger or a new direction, a logo from the days before screens, a presence that no longer matches what you offer today, or simply the state where every department uses its own colours, typefaces and logo versions. Before any of that, though, we clarify the attitude: what does the company stand for, how does it speak, what sets it apart? Without those answers, a new logo is just a new picture.

No, and often that would be the wrong move. If the brand is well known, the loss of recognition weighs more than the gain from a new mark. A careful rework is often enough: adjust proportions and details so it works at small sizes too, then renew colours, typography and applications. Whether a rework or a new design makes more sense is something we decide together in the workshop.

Yes, but deliberately as a usable tool: rules for logo, colours, typography and visual language, plus templates and examples for the most common cases. We document briefly enough that people actually read it, rather than delivering an 80-page PDF nobody opens. It also matters that printers, sign makers and external agencies can work with it, not just your marketing team.

Yes. What works in print has to be redefined on screen: contrast for dark and light surfaces, states for hover and focus, icons, type sizes for small displays, motion and the web licence for the corporate typeface. That is why we test the design against the real applications – invoice, van, job ad, website – and not against the presentation slide.