Case study · logo
A logo for an estate agency covering Swiss Cottage, Hampstead, Belsize Park and St John's Wood. A small brief, and a brief where small mistakes are expensive.
A three-letter agency name in a market where the mark appears on a board outside a house, in a portal listing thumbnail, and on paperwork, often all in the same week.
That range is the whole constraint. A mark that only works large is useless to an estate agent, and one that only works small looks timid on a hoarding.
Clients sometimes apologise for a logo-only brief, as though it were a fragment of a bigger job. It isn't. The mark has to carry the firm on its own, without a website's layout or a brochure's photography propping it up.
The work is proportion, weight and spacing, tested at the sizes it will actually be seen at rather than at the size it looks best in a presentation.
