A logo does not make a brand. What holds it together is that everything you send, print and publish is recognisable as coming from you.
Guidelines are not a mood document. They are a set of rules applicable by someone who was not in the room: minimum size, clear space, which version on a dark background, what to do when there is no room.
Without those rules the logo distorts in the first Word document, and the brand dissolves within six months without anyone able to say when.
A palette is chosen by eye but verified by number. Text has to hold a sufficient contrast ratio against its background, or part of your readers simply does not read it.
We measure every text-on-background pair, in light and dark, and adjust the shades until they pass. The colour stays yours; its depth is what moves.
A rebrand is not a change of taste. We first look at what your customers already recognise: a colour, a shape, a name. That is the capital most easily thrown away unnoticed.
What changes, changes for a reason we can state. What stays, stays because it works.
