Guides

Everything we know, written down

Straight answers to the questions people ask before they commission anything, including the ones where the honest answer is that you do not need to pay us.

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The three most useful ones

Working with designers

How much does a logo actually cost in 2026?

Prices range from five dollars to fifty thousand for what looks like the same deliverable. Here is what actually differs between the tiers, and how to work out which one your business needs.

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Branding

What makes a good logo: five tests that actually matter

Most advice about logos is either abstract or wrong. These are the five checks a mark has to survive before you sign it off.

Read it

Web & SEO

What a website actually costs, and what drives the price

Quotes for the same brief routinely vary tenfold. Here is what actually drives the number, and the ongoing costs that never appear in the proposal.

Read it

Guides

Branding

What makes a good logo: five tests that actually matter

Most advice about logos is either abstract or wrong. These are the five checks a mark has to survive before you sign it off.

8 min read

Rebrand or refresh? How to decide, and what it costs you

A full rebrand throws away recognition you have already paid for. Sometimes that is exactly right. Here is how to tell which situation you are in.

8 min read

Choosing brand colours that work everywhere

Colour psychology articles will not help you. What will: differentiating within your category, meeting contrast requirements, and picking colours that survive print.

7 min read

What belongs in brand guidelines (and what does not)

Most brand guidelines are forty pages long and consulted twice. Here is what actually needs to be in them, and what is padding.

6 min read

Font pairing and licensing: a practical guide

Two typefaces, chosen properly, do more for a brand than most logos. And the licensing question is the one that gets businesses into legal trouble.

7 min read

Guides

Web & SEO

What a website actually costs, and what drives the price

Quotes for the same brief routinely vary tenfold. Here is what actually drives the number, and the ongoing costs that never appear in the proposal.

9 min read

How to redesign a website without losing your rankings

The classic redesign disaster is a beautiful new site that halves organic traffic. It is entirely preventable, and here is the sequence that prevents it.

8 min read

Core Web Vitals: what actually makes a site fast

Three metrics, and most sites fail them for the same handful of reasons. Here is what each measures and what to actually do about it.

8 min read

The e-commerce conversion checklist

Most stores lose money in the same three places. Work through these before redesigning anything.

8 min read

Social media image sizes and safe areas

Platforms change dimensions constantly, but the safe-area principle does not. Here is what to design to, and why exact pixels matter less than you think.

6 min read

Accessible design: the practical requirements

Accessibility is a legal requirement in most markets and a usability win in all of them. These are the requirements that matter most in practice.

7 min read

Guides

Print & Production

Logo file formats explained: which file to send where

AI, EPS, SVG, PDF, PNG, JPG. Six formats, and printers reject the wrong one constantly. Here is what each is actually for and which to send in every situation.

7 min read

Packaging design: a practical production guide

Packaging is where design meets manufacturing, and the manufacturing side is what causes expensive reprints. Here is the process that avoids them.

8 min read

Print production: bleed, resolution and getting it right first time

Most print jobs get rejected for the same five reasons. All five are avoidable in about ten minutes of file setup.

6 min read

Guides

Working with designers

How much does a logo actually cost in 2026?

Prices range from five dollars to fifty thousand for what looks like the same deliverable. Here is what actually differs between the tiers, and how to work out which one your business needs.

9 min read

How to write a design brief that gets you what you want

The quality of a design brief predicts the quality of the outcome more reliably than the budget does. Here is how to write one, in plain language.

7 min read

AI logo generators vs designers: an honest comparison

AI logo tools are genuinely useful for some things and a liability for others. The deciding factor is usually ownership, not quality.

7 min read

Trademarking a logo: what it protects and what it does not

Trademark protects your name in your category, not your artwork everywhere. Understanding that distinction saves a lot of money.

7 min read

Amazon listing images: what actually sells

Most Amazon shoppers never read the bullets. The image carousel does the selling, and there is a well-established order that works.

7 min read

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