Why your logo needs a small version
A mark drawn for a sign rarely survives at 16 px. Shrinking it is not the same as drawing it small (sample…
Brand identities tested from the shop sign to the browser tab
Fieldmark Studio (sample) designs names, marks, signs and packaging for ferries, bakeries, libraries and family firms. Before you see a final design, we have tried it at every size it will be used.
Terminal fascia
2400 mm
Hull side
900 mm
Ticket
14 mm
App icon
48 px
Browser tab
16 px
How to read it: one mark at each size it is really used, largest first. The dashed box is its clear space, one x on every side, where x is the depth of the gull’s wing. App icon and browser tab are shown at their real size, with the simpler small mark (sample project).
Where logos usually fail
Hardly ever on the presentation slide. These are the four places we test first, because they are where an identity quietly stops working.
The browser tab
16 px
Fine lines and a long wordmark turn into a grey blur next to every other open tab.
A small version of the mark drawn for 16 and 32 px, not shrunk.
The van in traffic
30 m away
Thin strokes vanish, and light colours on white paintwork disappear in sunshine.
Stroke weights checked on a printed van side at full size.
The receipt printer
58 mm, one colour
Gradients and tints print as solid black or not at all.
A one-colour version, printed on your own till.
The embroidered shirt
40 mm
Small counters fill in with thread and lettering closes up.
A stitch sample from your uniform supplier before you order.
What we design
Four kinds of project. Each ends with files your printer, sign maker and web developer can use the same week.
Brand identity
The mark, its small version, colours, type and the rules for using them, tested at every size in your brief.
Naming
A name you can say on the phone, spell after hearing it once and register: a long list, a short list and the checks.
Signage and wayfinding
Shop fronts, projecting signs and signs inside the building, drawn from a site survey for your sign maker.
Packaging
Labels, bags and boxes that work on the shelf and in the hand, with print-ready artwork for each size.
Example prices.
Recent work
Three projects, each with its own short ladder: the largest use, one in the middle and the browser tab.
Kestrel Ferries, island crossings (sample)
A gull that still reads on a phone in the rain
The old mark was a painted ship with eleven lines of rigging. On the booking site’s tab it was a grey smudge. The new gull is one shape, with a small version that drops the waves.
Hull side
900 mm
App icon
48 px
Browser tab
16 px
Rungs tested
Hull side to 16 px
Project
9 weeks, 2025
Oven Row Bakery, three shops (sample)
An oven door for a bakery that opens at six
A family bakery outgrowing its handwritten sign. The arch of the oven door works on the fascia, cut from one sheet of steel, and as a 48 px sticker on paper bags.
Shop fascia
1800 mm
Bag sticker
48 px
Browser tab
16 px
Rungs tested
Fascia to 16 px
Project
7 weeks, 2024
Hillcrest Library, town library (sample)
Open book, open hill, one sign for the whole building
The library shares a building with the council offices. The new sign system starts at the car park and ends on the library card in your wallet.
Entrance sign
1200 mm
Library card
48 px
Browser tab
16 px
Rungs tested
Entrance sign to 16 px
Project
12 weeks, 2025
How an identity project runs
Five steps in this order, about seven weeks from brief to files. Step four is the one most studios skip.
1
Brief and audit
Week 1
We photograph every place your name appears today, from the door sign to the invoice, and agree the brief.
2
Sketch routes
Weeks 2 and 3
Three different routes, drawn in pencil and then on screen, shown on your real sign, van and website.
3
One route, drawn properly
Weeks 4 and 5
You choose one. We draw it carefully, with its colours, type and a small version for screens.
4
The size test
Week 6
Every rung printed or shown at its real size: the fascia mock-up on your street, the tab in a browser, the stamp on a bag.
5
Guidelines and files
Week 7
Brand guidelines, artwork files for every use and a handover call with your printer and web developer.
Packages: how far up the ladder
Each package is the list of sizes we design and test your mark at. Smaller packages stop lower on the ladder; you can add a rung later.
Mark and basics
From $6,800
A mark, colours and type for a new business that starts online and on paper.
- Shop fascia and wayfinding, up to 2400 mm, not included
- Vehicles and uniforms, around 600 mm, not included
- Packaging and labels, not included
- Print: cards, letterhead, forms, included
- Screens: browser tab and app icon, 16 to 48 px, included
4 weeks. One route, small version, files for print and screen.
Identity
From $14,500
The full identity for an organisation with products, vans or uniforms.
- Shop fascia and wayfinding, up to 2400 mm, not included
- Vehicles and uniforms, around 600 mm, included
- Packaging and labels, included
- Print: cards, letterhead, forms, included
- Screens: browser tab and app icon, 16 to 48 px, included
7 weeks. Three routes, the size test at every rung, brand guidelines.
Identity and signage
From $26,000
Everything in Identity, plus the shop front, signs and wayfinding drawn for your building.
- Shop fascia and wayfinding, up to 2400 mm, included
- Vehicles and uniforms, around 600 mm, included
- Packaging and labels, included
- Print: cards, letterhead, forms, included
- Screens: browser tab and app icon, 16 to 48 px, included
10 to 12 weeks. Site survey, sign drawings for your sign maker.
Designed and tested at that size Not in this package. Example prices.
A small studio on Tannery Row
Four designers and a production manager in a former leather workshop in Springfield (sample). We take on eight identity projects a year, so the people at your first meeting are the people who draw your mark.
Visits are welcome; most clients come once with their sign maker to see the full-size proofs.
Studio notes
Clear space, explained without the jargon
The dashed box around a logo in the guidelines is there to keep other things away. Here is how to measure it…
Briefing a sign maker: what to send
Drawings, measurements and colours that survive outdoors: the short list we send with every sign (sample note).
Send us a brand brief
Tell us who you are, where the brand will be seen and when you need it. A designer replies within two working days with questions and a first idea of cost (sample).