Logo Systems in New York

Identity systems built from a single mark — logotype, lockups, colour, and the first set of applications, tested together before anything ships.

Most identity projects start the same way: a conversation about what the brand needs to say, and what it can afford to leave out. From there I build the mark alongside its system — not a logo first and rules after, but both together, so the identity is tested against real use from the first week.

What I offer

• A logotype and, where useful, a mark or monogram
• A full lockup system: horizontal, stacked, and icon-only versions
• A colour and type system built to carry the identity past the logo
• A short guidelines document covering spacing, colour, and incorrect use
• First-round applications — business cards, letterhead, or a digital lockup — to prove the system works
• Source files in the formats your printer or developer actually needs

How to work together

Projects start with an enquiry describing the brand, the audience, and anything already decided (a name, a tagline, an existing mark to move away from). I reply within a few days with a short note on fit and a rough timeline, then we set up a working session before any drawing begins.

Price

Every identity system is quoted per project once I understand the scope — how many lockups, how much documentation, how many first applications. There's no fixed rate card; the price reflects what the brand actually needs.

Questions

Do you design the name as well as the mark?

Occasionally, but naming is not the core of the practice. If a name is still undecided I can recommend someone who specialises in it.

How many logo directions do I see?

Typically two to three considered directions, refined from a wider set of sketches, rather than a long line-up of options.

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  Identity guidelines, logo usage.

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  Logo in use, business card.

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  Logo applied as signage.

Quoted per project

The price is a guide — the exact amount is agreed on site.