Banana Marketing: logo design servicesDistinctive enoughto remember. Builtto work everywhere.
A logo isn’t the whole brand, but it’s one of the most recognizable parts of the system people use to identify you. Our logo design services start with strategy, then build a mark and identity system that holds up from a billboard to a browser tab.
Identity projects from $2,500 · One-time project
A logo is not a brand
Three things people often call “the brand”.
Brand logo design matters, but it’s one layer of something larger. We don’t confuse designing a logo with building a brand, and we’ll be clear about which one your project needs.
Brand
The broader perception people form through experience, messaging, product or service, reputation, design and communication.
Brand identity
The complete visual system the brand communicates through: logo, typography, colour, imagery and rules.
Logo
A recognizable identifier. The most concentrated expression of the identity.
- Strategy
- Concept
- Meaning
- Identity
- System
- Application
What makes a strong logo?
Six qualities, not one formula.
There’s no single recipe every successful logo follows. But strong marks tend to balance these qualities in a way that suits the brand behind them.
- 01
Distinctive
Recognizable within its competitive landscape.
- 02
Relevant
Makes sense for the brand and its positioning.
- 03
Simple
Understandable without unnecessary complexity.
- 04
Flexible
Works across sizes, media and applications.
- 05
Memorable
Creates recognizable visual recall.
- 06
Time-aware
Feels current without depending on short-lived trends.
Before design comes understanding
Design choices should have a reason.
We don’t start by sketching symbols and hoping one sticks. Discovery gives every later decision (shape, typeface, colour) something to answer to.
Discovery may explore
- 01Business
- 02Audience
- 03Market
- 04Competitors
- 05Brand personality
- 06Positioning
- 07Values
- 08Future ambitions
- 09Existing visual assets
Our logo design process
From discovery to delivered files.
How a logo designer works matters as much as the result. Ours is a sequence where each step informs the next.
- 01
Discovery
Business, audience, positioning and ambitions.
- 02
Market & competitor review
What the landscape looks like, and where there’s room to stand out.
- 03
Visual direction
The territory the identity should occupy, agreed before concepts.
- 04
Concept development
Strategically reasoned directions, each with a rationale.
- 05
Concept presentation
Concepts shown in context, not floating on a white page.
- 06
Refinement
The chosen direction refined through agreed revision rounds.
- 07
Identity system
Lockups, variations, typography and colour built around the mark.
- 08
Guidelines
Rules that keep the identity consistent in other hands.
- 09
Asset handover
Organized final files, ready to use.
Concept development
Fewer, stronger, reasoned directions.
Concepts should emerge from the strategy, not from volume. A handful of considered directions, each explained, makes for a better decision than a wall of options to pick from.
Concepts emerge from
- Strategy
- Positioning
- Brand characteristics
- Visual opportunities
- Audience context
Volume approach
- Dozens of quick options
- Little rationale
- Choice by gut reaction
- Hard to defend later
Our approach
- A few considered directions
- Each tied to the strategy
- Shown in real applications
- A decision you can explain
Logo system
One identity. Several lockups.
Modern brands appear in very different spaces, so a single file rarely covers everything. A logo system gives each context the right version. We design only the variants your project actually needs.
Primary logo
Secondary lockup
Wordmark
Symbol
Horizontal version
Vertical version
Favicon / small mark
Monochrome
Reversed
Illustrative: abstract mark · only the variants your project needs
Logo responsiveness
Recognizable from billboard to browser tab.
A logo on a building and a favicon can’t always carry the same detail. Responsive identity systems simplify progressively as space shrinks, while preserving recognition at every step.
Large application
Full detail, with room for supporting elements.
Standard logo
The primary lockup for everyday use.
Reduced lockup
Simplified for tighter spaces.
Icon / favicon
The essential mark, legible at tiny sizes.
Typography
Type is a voice you can see.
Typography carries much of an identity’s personality, and does most of the work once the logo has been seen. It needs to express character and stay readable everywhere.
Type hierarchy: illustrative
Personality
The tone the letterforms set.
Readability
Comfortable at every size and screen.
Hierarchy
Clear levels from headline to caption.
Consistency
The same voice across channels.
Recognition
A typographic style people associate with you.
May include
- Primary typeface direction
- Secondary typography
- Usage hierarchy
- Digital considerations
Typefaces are specified and licensed through their foundries. We don’t redistribute proprietary font files.
Colour system
Colour chosen for how it works, not folklore.
Generic colour-psychology claims make for weak decisions. A colour system should be judged on how it positions the brand, how it differentiates you and how it performs in real use.
- 01
Brand positioning
Fits the character the brand needs to project.
- 02
Contrast
Combinations that hold up visually.
- 03
Digital usage
Behaves well on screens and interfaces.
- 04
Print usage
Reproducible across print processes.
- 05
Accessibility
Text and UI combinations people can read.
- 06
Competitive differentiation
Not borrowed from the category leader.
Brand guidelines
Rules that keep the identity intact.
Once an identity leaves the design studio, other people use it: marketing teams, printers, developers, partners. Guidelines help everyone use it consistently.
- 01Logo spacing
- 02Minimum size
- 03Approved variations
- 04Incorrect usage
- 05Colour palette
- 06Typography
- 07Image direction
- 08Layout principles
- 09Supporting graphic elements
Logo design vs full brand identity
Know which one you’re buying.
Logo design
May focus primarily on:
- Core mark
- Wordmark
- Variations
- Basic colour & typography direction
- Essential asset files
Full brand identity
May include:
- Strategy
- Logo system
- Typography
- Colour
- Brand guidelines
- Messaging
- Tone of voice
- Social templates
- Stationery
- Brand architecture
- Naming / tagline, where required
Brand messaging
Larger identities include the words, too.
Broader identity engagements can extend beyond visuals into how the brand speaks. This isn’t part of every logo project. It’s scoped when the brand needs it.
- 01
Messaging framework
What you say, to whom, and in what order.
- 02
Tone of voice
How the brand sounds, with examples.
- 03
Positioning language
The core statements that define you.
- 04
Tagline development
A short line that carries the positioning.
- 05
Naming support
For new brands, products or services.
Naming & tagline
Sometimes the brand needs words before a mark.
For new brands, verbal identity often has to be settled before visual identity can be finalized, a logo can’t be designed around a name that doesn’t exist yet.
Important
Naming work doesn’t include legal or trademark clearance. Where a name is shortlisted, we recommend professional legal and trademark checks before adoption.
- 01
Name direction
Territories a name could occupy.
- 02
Naming criteria
What a good name must achieve.
- 03
Tagline exploration
Lines that support the positioning.
- 04
Brand language
Words and phrases that feel ownable.
Identity applications
Tested where it will actually live.
Mocking the identity up across real applications shows whether the system works beyond the logo file, before you commit to it.
Business cards
Stationery
Social media templates
Website
Presentations
Digital ads
Marketing collateral
Digital-first logo design
Most people will meet your logo on a screen.
Profile pictures, browser tabs, app icons and ad placements are small, cropped and crowded. An identity designed digital-first stays clear in all of them.
- Websites
- Mobile
- Social media
- Profile images
- Favicons
- Ads
- Digital interfaces
Already have a logo?
Refine, evolve, or rebuild.
An existing identity can carry real equity. We assess whether it should be preserved, evolved or replaced before recommending anything, and we don’t assume every older logo needs replacing.
- 01
Refine
The identity has equity, but execution needs improving: proportions, typography, consistency.
- 02
Evolve
Positioning has changed significantly, and the identity needs to move with it while keeping recognition.
- 03
Rebuild
The current identity no longer supports the business and a new one is needed.
What we don’t do
What you won’t get from us.
Logo design companies range widely. We’d rather be clear about where we sit.
- Template marketplace logos
- AI-generator output delivered without strategy
- Copies of competitor identities
- Trends replicated without reasoning
- Dozens of random concepts
- Cheap, high-volume design
Final file handover
Files your team can actually use.
Final assets are organized, named clearly and delivered in the formats your team and suppliers need. We only supply source formats relevant to the tools used on your project, not file types for the sake of a longer list.
- .ai
Editable vector source files.
- .svg
Scalable vectors for web and digital.
- .png
Transparent-background raster files.
- .pdf
Print-friendly and shareable versions.
- .psd
Where layered raster work is part of the project.
Versions, where relevant
- RGB for screens
- Print-ready versions, where appropriate
- Light & dark applications
- Transparent backgrounds
Ownership & usage
Clear terms, agreed up front.
Who owns the final logo, and how it can be used, should never be left to assumption. Ownership and licensing terms are defined clearly in your project agreement before work begins.
Defined in your agreement
Ownership and usage rights are set out in writing for your project.
Third-party elements
Typefaces or other licensed assets keep their own licence terms.
Ask before you sign
We’re happy to walk through the terms in plain language.
Pricing
An identity engagement, not a drawing.
Final pricing depends on
- Research depth
- Number of identity applications
- Naming requirements
- Messaging requirements
- Brand architecture
- Number of concepts
- Revision requirements
- Guideline depth
- Template requirements
- Existing brand assets
Logo & brand identity
Starting from$2,500
One-time project
$2,500 is the starting investment for a strategically developed professional identity engagement, not the cost of sketching a single symbol. Scope can range from a core logo system to broader brand identity development, confirmed in your proposal.
Scope can range from
- Core logo system
- Identity system
- Broader brand identity
Why Banana Marketing
A logo design agency that designs systems, not just marks.
- 01
Strategy before aesthetics
Every visual choice has a reason.
- 02
Distinctive, not trendy
Built to last beyond this year’s style.
- 03
Identity-system thinking
The mark designed with everything around it.
- 04
Digital-first usability
Clear on screens of every size.
- 05
Cross-channel consistency
The same identity, everywhere it appears.
- 06
Practical guidelines
Rules your team will actually use.
- 07
Scalable assets
Organized files for every context.
- 08
Connected to growth
Identity linked to brand, web and marketing.
Related services
Where your identity connects.
- BrandingThe full brand strategy and identity.
- Graphic DesignApplying the identity across campaigns.
- Web DesignYour identity, built into the website.
- Social MediaProfiles and content that stay on-brand.
- Content MarketingStories told in the brand’s voice.
- CopywritingMessaging and tone of voice.
- Marketing ConsultingPositioning before identity.
- Digital Marketing PackagesIdentity within a wider growth plan.
- PricingAll service starting prices.
Logo design questions
Questions about logo design.
01How much do logo design services cost?
Our logo and brand identity engagements start from $2,500 as a one-time project. The final cost depends on research depth, the number of applications, naming and messaging needs, brand architecture, concepts, revisions, guideline depth, templates and existing brand assets.
02What is included in professional logo design?
It depends on scope. A logo-focused project typically covers discovery, concept development, refinement, the core mark and wordmark, key variations, basic colour and typography direction and final files. Broader identity projects can add guidelines, templates, messaging and more. Exact deliverables are confirmed in your proposal.
03What is the difference between a logo and brand identity?
A logo is a recognizable identifier. Brand identity is the complete visual system around it: typography, colour, imagery, layout and usage rules. The brand itself is the wider perception people form through experience, messaging, reputation and design.
04How many logo concepts do you provide?
We focus on a small number of strategically reasoned directions rather than a large volume of options. The number of concepts is agreed in your project scope.
05How long does logo design take?
It depends on the scope: research depth, the number of concepts and revision rounds, whether naming or messaging is involved, and how quickly feedback comes back. We confirm a timeline in your proposal.
06Will I receive editable/source files?
Final files typically include formats such as SVG, PNG and PDF, with editable source files such as AI where relevant to the tools used on your project. The exact file set is confirmed in your scope.
07Can you redesign an existing logo?
Yes. We first assess whether your current identity should be refined, evolved or rebuilt. If it carries recognition worth keeping, we’ll recommend building on it rather than replacing it.
08Do you create brand guidelines?
Yes, where they’re part of the project scope. Guidelines can cover logo spacing, minimum sizes, approved variations, incorrect usage, colour, typography, imagery, layout principles and supporting graphic elements.
09Can you help with naming and taglines?
Yes, as part of broader identity work. Naming support can include name directions, criteria and tagline exploration. It doesn’t include legal or trademark clearance. We recommend professional legal checks before adopting a name.
10Do I own the final logo?
Ownership and usage terms are defined in your project agreement before work begins, so they’re clear from the start. Third-party elements such as licensed typefaces keep their own licence terms.
Start with the strategy