Brand identity for Greater Toronto businesses
A logo and the system around it: the marks, colours, type and written rules that keep a business looking like one business on the van, the invoice, the sign and the screen.
A system, not a logo
A logo on its own does not hold up. It gets stretched on the website, recoloured on the invoice and redrawn by the sign shop. What we deliver is a system: a primary mark and its variations, a documented palette, a typographic scale and a short set of written rules, so every future application comes from the same source.
Every project starts with a survey of what exists: the current logo, the signage, the vehicles, the documents and the online profiles. Most businesses have more brand material than they realise, and knowing what has to be replaced, matched or retired shapes the whole project.
Built for the places it will actually be used
Because we install the infrastructure for many of the same businesses, we know where an identity lands: on reception signage, on a van door, on a phone system greeting, on a security camera notice, on an email signature. The system is tested against those applications before it is finalised, not after.
Ownership and handover
Source files are yours on final payment. There is no licence, no retainer and no dependency on Afracom to keep using your own identity. The guidelines document is written so that a sign shop, a printer or a future designer can apply the system without calling us.
What is delivered
| # | Item | Description | Formats |
|---|---|---|---|
| 01 | Primary logo | Full lockup, horizontal and stacked arrangements | AI · EPS · SVG |
| 02 | Secondary lockup | Condensed arrangement for tight applications | AI · EPS · SVG |
| 03 | Submark | Mark alone, for avatars, favicons and stamps | SVG · PNG |
| 04 | Favicon set | Every size a browser and phone asks for | ICO · PNG |
| 05 | Colour palette | Primary, accent and neutrals, contrast checked | HEX · RGB · CMYK · PMS |
| 06 | Typographic scale | Two families, defined weights and sizes, licensing confirmed | Specimen PDF |
| 07 | Brand guidelines | Clear space, minimum sizes, misuse, application | |
| 08 | Application artwork | Business card, letterhead, email signature, vehicle, signage | Print-ready |
| 09 | Source files | Working files, yours on final payment | Editable |
Common questions
Book a survey for a brand identity project.
On site or remotely, at no cost. We review what the business already uses and tell you what we would recommend.
On site or remote. You receive a written summary of what we recommend.
Send the business name. A short written review within two working days.