On this page
What a retail mark has to do
Retail marks are judged on a shelf and a shopfront, in competition with everything beside them. Distinctiveness beats refinement, because the first job is being seen at all.
- Distinct silhouette that separates from neighbouring products on a shelf
- Legible on packaging at arm’s length
- Works on a fascia sign and a carrier bag
- Single-colour version for stamps, stickers and receipts
Drawing it as a wordmark
A wordmark puts the name first, which is the right choice for a business that gets discovered in a search result, a directory or a map pin. Nothing has to be explained before the name is read.
- 1Letter spacing is adjusted by eye at the sizes the mark will actually be used at, not at the size it is drawn at.
- 2Individual letterforms are modified where a stock typeface leaves the name feeling generic.
- 3A compact or stacked variant is produced for square placements, where a horizontal wordmark would be unreadable.
The mistake this sector makes most
Marks designed to look good in isolation often disappear in context. The useful test is a mock shelf with competitors either side, not a white background.
Where this mark has to live
A logo is not finished when it looks right on a screen. It is finished when it still works on every surface the business will put it on, which in this sector means at least these:
- Packaging and labels
- Shopfront and fascia signage
- Bags, stickers and receipts
- Marketplace listings
What was handed over
Every project delivered by this studio ships the same way, whichever package it was bought under: editable vector masters, every export a printer or a developer asks for, and the written copyright assignment that makes the mark genuinely the client’s.
| Vector masters | Editable AI and EPS, plus PDF and SVG. Everything else can be regenerated from these, which is why they matter more than any export. |
|---|---|
| Web and social exports | PNG with transparency and JPG at the sizes profiles, favicons and site headers need. |
| Lockup variants | Horizontal and stacked arrangements, a single-colour version, and a reversed version for dark backgrounds. |
| Colour and type reference | Exact colour values for print and screen, and the typefaces used, so anything made later matches. |
| Copyright assignment | Written transfer of the design to the client. Not a licence — the assignment is what makes trademark registration in their own name possible. |
A note on what this page does not claim. We publish the mark, the sector it was drawn for and how work of this kind is built. We do not publish a client’s budget, timeline or commercial results, and we do not invent them. If a client wants their project written up in full, they tell us so and we ask them for the numbers.
Want something like this for your business?
Every mark on this wall started as two or three sentences about a business. Send yours and you get original concepts back, usually inside 24 hours.