LOGO DESIGN

Branding & Identity

We’ve been designing logos and developing brands for more than 20 years. We know that a great brand requires more than just a prompt. In a world of automated design tools, we offer the missing element: human experience and expertise. You deal directly with our senior designer, ensuring professional human insight is at the heart of your identity. We turn creative concepts into professional, vector-perfect brand systems that work for your business in the real world.

Your logo will be at the forefront of whether your business is noticed, considered, and remembered. Your logo says a lot more than just your business name. Your logo communicates whether you're High-end or Budget. Serious or Fun. Technical or Social. Stable or Exciting. These are ideas & feelings. And it should communicate the right ones in a simple, unique and memorable way.

Good logo design is not generating a cool image with some text — it is a simple graphic solution to a complex communication problem. While automated tools can generate images in seconds, they lack the strategic intent and knowledge of what they should be communicating about your business in your specific market.

20+ years professional experience.

Extensive portfolio of successful work.

Bespoke designs tailored to your business.

Human-led creative direction and advice.

Master packs of professional graphic files.

On-going brand support.

Logo file-type management.

Proudly New Zealand Operated.

See our work

Frequently Asked Questions

What is your pricing based on?

There are x3 main factors which determine our pricing. Time: The amount of time we spend on the job and this is something that we estimate based on what the logo project requirements are. Experience: We’ve designed hundreds of logos for all types of businesses over the past 20 years. We’ve learned valuable things along the way, sharpened our skills and have a proven portfolio of successful brands. Most people agree this is worth something. Market Value: We are a professional agency and have been around a long time. We are stable and proven. Many other agencies at our level charge a lot more than we do, we consider ourselves very reasonably priced for what we produce.

Do I get multiple logo designs to choose from?

"I’m not here to give you a tray of lukewarm options; I’m here to give you something that actually works."

Of course — we can design multiple logos for you if you'd like to pay for multiple options. However, after 20 years in the industry, we’ve found that providing a ‘buffet’ of options isn’t actually beneficial to our customers.

In a world where automated tools can generate hundreds of images in seconds, the value isn't in having more options; it’s in making the right choice. We have designed successful brands for hundreds of companies across many industries. Part of what you are paying for is our guidance and professional filter.

One concept does not mean one idea. Behind the scenes, we explore and analyse many different directions during our sketching and ideas phase. We do the heavy lifting for you — filtering out the weaker ideas so that you don't have to.

We don't believe in diluting our focus. When working to a fixed price, splitting that time across various 'options' means LESS time spent on each one. We would rather put 100% of our effort into thinking, planning, and refining the single best concept — one that passes all our technical and strategic hurdles.

Our role is to be your professional guide and filter. We present the solution we are willing to stand behind — the one we know will work for your business in the real world.

A good analogy is choosing a fine-dining restaurant: the chef explores dozens of ingredients and combinations in the kitchen, but they don't bring them all out for you to taste. They only present you with the masterpiece. You trust the chef’s expertise to ensure that what arrives at your table is the very best version of what you asked for. How do you trust a restaurant? Look into their history and experience, read their reviews.

What if I do not like the design?

This is unlikely but we understand your concern. We hope that by looking through our portfolio, seeing the work we have done and talking to our logo designer - that you feel confident that we are the right team for you. We’ve designed a lot of great logos for many award winning businesses, so our experience, we hope, will alleviate any fears you might have. We don’t just throw together a logo. We put in a lot of thought and effort and each aspect is carefully considered.

Remember: we will only show you a brand if we love it ourselves.

Sometimes the most successful logos we have designed are not what the customer initially thought they wanted. At times it can take a bit of courage to entrust in our experience to know what is going to work best in the market. After all, that is what you are paying us for. But for peace of mind we offer a design guarantee.

Our design guarantee: In the unlikely event you are truely not happy with the logo we have created - we will design you another logo for free, no extra cost!

Will I own the copyright to the logo design?

Yes, once the logo has been paid in full you will have IP ownership over the final logo design. We will provide you with a signed Copyright Transfer document for your records.

What about trademarks?

We don't use generic online logo templates like most cheaper companies do. We custom draw our own designs and lettering in order to stay on a unique path during the creation process. Therefore to the best of our knowledge, the final deliverables will not infringe upon the IP rights of any third party. However, we do not conduct any type of IP clearance search, conducting a copyright, trademark, patent or design patent clearance search via a legal IP firm.

Furthermore, we do not provide trademarks as that is something a lawyer must organize for you if required. You need to visit an IP Lawyer to talk about protecting your logo with a trademark if you wish to do so. The cost varies significantly depending on how many categories and in how many countries you wish to apply for. Another option is to do it online through trademarksonline.nz

Why shouldn’t I just use AI to design my logo?

You certainly can! In 2026, generating a 'pretty' image is easier and cheaper than ever. But there is a significant difference between a generated image and a strategic brand identity.

AI is a statistical mirror — it creates a visual 'average' of everything that already exists. It doesn’t know your specific market, it doesn’t know your competitors, and it doesn't understand the 'why' behind a design. Most importantly, AI doesn't know how to build a logo that actually works in the real world.

The difficulty in branding isn't making the picture; it’s the founding idea and the technical execution. AI doesn't know that a design is too complex to be embroidered on a uniform, or that a certain font will be unreadable on a vehicle at 100km/h. It won't tell you if your logo looks suspiciously like a competitor's, and it can’t provide the 'Master Pack' of professional files that your sign-writers and developers actually need.

But it's a great tool, and if you want to spend your time exploring ideas and bring something to us, we can help advise and finalise the design for you. We use our 20 years of experience to bridge that gap, taking the 'concept' and turning it into a professional, versatile and perfect brand system.

"After 20+ years in the industry, I’ve developed these six foundational pillars of good logo design. These core principles are the basis of my craft and the ‘stress test’ I apply to every design to ensure it delivers results for your business."
- Jon. Tarr, Activate.

Good Logos

A good logo should be simple.

The first critical aspect of a quality logo is that it is simple. Look at all the globally successful brands and they are remarkable simple; Apple, Nike, Adidas, Twitter. There is nothing to gain and everything to lose by complicating a logo design.

A good logo should be unique.

Lack of originality affects a brand in every way. The main purpose of a logo is to identify your company. If the logo can be confused with another business, or remind you of another business, or blend in with your competition - then it is not doing a good job.

When taking part in a logo design project for the first time - the inexperience can cause uncertainty. A common mistake is to look at your competitors logos and think that you should have 'something like them.' But this really defeats the purpose of having a unique, own-able brand for your company that sets you apart in your market.

A good logo should be memorable.

A good logo should be recongizable as yours. When someone sees your logo for a second time they should know that they have seen your business before. A very common mistake is to see a logo you like and think ‘I want my logo to look like that.’ If it looks like another company brand then it is not memorable and it is not original.

A good logo should be balanced.

Good logos have good balance. Say you have a design which has long wispy lines floating out to the left - and you want the logo left-aligned at the top of a page. It's not going to look left aligned, as it only aligns to the left most element. Or perhaps the logo was to be centred on a wine bottle, if you take the logo and centre align it.. the bulk of the logo is going to sit to the right and look unbalanced. Good logos should either be able to sit balanced as they are - or be versatile in that they have variances to suit different arrangements.

A good logo should be versatile.

A good logo should work in a variety of situations it may find itself. Black and white, on-screen, printed one colour, embroided, sign-written, on a pen etc. A common mistake is to make a logo to suit a single purpose (like a website) only to find that it does not work for something you had not originally considered (like printing).

A good logo should be appropriate.

A good logo should be appropriate for it's audience and convert itself accordingly. For example; a fun, playful, bright, wobbly typeface would be appropriate for a kindergarten or toy store - but not for a health clinic or an accountant. However, a logo doesn't need to be an image of what the company does. Restaurant logos don't need to show food, the Nike logo isn't a shoe, the Apple logo doesn't have a computer etc. The logo just needs to convey the essence of the company and it is the association with a product, service, business or corporation that provides the meaning. To do this, a good logo needs to be appropriate to it's requirement and usage.