Brand Design

Logo Design

Custom design of your brand’s key identifier and one of your businesses’ most valuable assets.

What is a logo?

A logo is a graphic mark, emblem or symbol used to represent your business, company or organisation. It can be either literal or abstract, or just include the name, stylised as a wordmark.

Frequently asked questions?

What is the purpose of a logo?

The function of your logo is to be representative of your business as a symbol for those that know you, whilst also being an enticing representation to those that don’t. What does the style or colour say about your business? Does it match your brand purpose and personality? Does it communicate the who, what and why of your brand? A professional logo should be able to do all of these things.

What makes a professional logo effective?

Technically it needs to work in a variety of formats and be scalable for use on social media. Effective logos will be easy to read and understand, be used consistently in conjunction with your full brand identity e.g. colours, typography, photography style. There should be a uniqueness and memorable factor to your logo that people will recognise every time they see it be it through a symbol, icon, wordmark or monogram.

On the contrary, ineffective logos have the ability to turn off potential customers. A poorly designed or out-of-date logo damages the level of trust potential customers see with your business. If your logo is badly executed or managed, they will inevitable question how the rest of your business is run.

Our logo design process

Stage 1: Discovery

We begin by getting a good understanding of your business, learning about your offer, goals, audience and competitors.

Stage 2: Strategy

Here we use our findings from the briefing session to determine your brand positioning. Your positioning should influence your entire organisation inside and out. Determining your brand’s position in the market is a crucial part of our process and informs all design decisions.

Stage 3: Direction

We work together to develop a moodboard of inspirational imagery to create a joint vision for the look and feel of your brand.

Stage 4: Design

Once approved, we begin developing a single, focused concept for your brand identity. We present our work in context by applying it to key communications specific to your business.

Stage 5: Production

Once approved, we create a comprehensive library of the brand assets used in your brand identity — optimised for both print and digital. We document and store all your brand assets through a password-protected online brand guide.

Stage 6: Implementation

This is where your brand identity comes to life. We roll out the identity into all selected touchpoints. We source quotes from our preferred suppliers and organise print and production.

About Shorthand

A design studio

Shorthand is a design studio based in Newcastle, Australia. We blend expertise in brand, digital and graphic design to help businesses define and communicate their brands to their audience. Our name, taken from the classic writing-system of abbreviation using symbols represents the fundamentals of our work – distilling down the essence of a brand and expressing it visually.

Shorthand was founded in 2014 by Amanda and Scott Kirkman. After spending several years working at top creative agencies in Melbourne, the pair brought their unique experience back home to Newcastle. We are a design studio – not an agency. We don’t have account managers or a sales team, so you know you will be working directly with us. Shorthand was started the intent of staying small, favouring quality over quantity. Today we still stick by that ethos, partnering with brands both small and large from Newcastle to Sydney, Melbourne to San Francisco.

Interested in partnering with us on your next project? Let’s talk!

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