Ananas Frais
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01 Graphic design

Identity & collateral

An identity is a logo, colours, typefaces and usage rules that hold together. And it is everything that carries them afterwards: a card, a poster, a label, a shopfront, an Instagram feed. I draw both, in the same hand.

Talk about this project

What graphic design covers

01 Deliverables 06 items

A logo is the face on your business identity card. A drawing on its own does not last: it needs a system around it. That system is what you get.

  • 3 logo directions explored, 1 refined with you

    Three distinct directions, shown on a real support, so you choose on evidence.

  • Variants: colour, monochrome, favicon, square format

    The same logo readable in a browser tab and on a shopfront, on light and dark backgrounds alike.

  • Colour palette and typeface choices

    The distinguishing marks of your brand. Settled once, reused everywhere after that.

  • PDF usage guide: what to do, what not to do

    The document you hand to a printer or a supplier so nothing gets distorted.

  • Figma and Illustrator source files, yours to keep

    You scale without loss, you are free to register the logo as a trademark, and you can work with someone else without asking my permission.

  • The collateral you need, quoted separately

    Card, flyer, poster, packaging, post templates: we list what genuinely serves you at the brief, and each item gets its own line on the quote.

Elsewhere · A logo generated by an AI

You get an image in seconds, often close to the ones other people got the same day from the same prompt. Low resolution, no vector version, no variants, and nothing that lets you register it as a trademark. The day it has to be embroidered on a polo shirt or fixed to a shopfront, the work starts again.

Fig. 01 Variant sheet, from favicon to shopfront
Graphic design A brand that holds up Print and digital Source files included Graphic design A brand that holds up Print and digital Source files included
02 Process 05 steps

We settle the meaning before drawing the shape. Every stage is signed off before the next one starts.

Fig. 01 Brief and moodboard
Fig. 02 Research and 3 directions
Fig. 03 Iteration
Fig. 04 Variants
Fig. 05 Delivery

  1. Brief and moodboard

    We frame your positioning, your audience and what the brand should convey. I come back with a moodboard so we agree on the direction before I draw.

  2. Research and 3 directions

    I work three distinct directions. You see each applied to a real support.

  3. Iteration

    We refine the chosen direction together. Every stage includes two rounds of changes; beyond that we talk about it.

  4. Variants

    The logo is declined into every format you will need, including the ones nobody thinks of at the start.

  5. Delivery

    You get the source files and the usage guide. We take 30 minutes so you know how to use them.

Elsewhere · A logo bought from a template library

The file is clean and it costs little. It has already been sold to others, in other trades, sometimes in your own town. Your recognition then rests on a drawing you share without knowing it.

03 Questions 08 answers

An identity is an investment, like your premises or your equipment. Once the decisions are made, everything you produce afterwards costs less.

  1. How long does it take?

    Two weeks on average, from the moment the brief is signed off. It mostly depends on how quickly you can give feedback.

  2. Can I use the logo anywhere?

    Yes. You get the source files and the rights transfer, with no limit on support or duration.

  3. What if I like none of the directions?

    It rarely happens because we agree on the direction at the moodboard stage. If it does, I rework a new set of directions. The discarded ones stay with me, they never go to another client.

  4. How much of my own time does it take?

    Two or three meetings, plus your feedback between stages. Your response time weighs as much as mine on the schedule.

  5. Can I ask you for just a poster, with no identity?

    Yes. A single item works perfectly well, starting from what you already have. I will simply tell you if your current guidelines make the result awkward, and we will see then whether it is worth reworking them first.

  6. What about packaging or signage?

    Same craft, with manufacturing constraints on top: materials, die-cuts, legibility at three metres, whatever your printer or fitter requires. I work from your supplier template when you have one, otherwise I ask for theirs before drawing.

  7. Will a logo bring me customers?

    An identity makes visible what you already do well. It does not stand in for a clear offer. What it changes is that people recognise you and remember you, which counts on the day someone compares three quotes.

  8. Will you show my logo on your site?

    Yes, once your project is public, unless you tell me otherwise. I reserve the right to present the work on my portfolio, my social channels and my presentation decks, and to reproduce your logo there as a reference. A confidentiality period can be agreed in writing.

Fig. 04 Usage guide, spread
04 Let’s talk

Let's talk about your identity

Describe your project in a few lines. I come back to you with a quote, or a question if something is missing.

  6. Do you have a budget in mind? A range is enough. It stops me quoting wide of the mark.

Your answers land straight in my inbox.

And then

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