Considering a branding or rebranding process? Start here.

What is a brand?

For us, a brand is a family of design and messages choices that help people understand and value your organization and the products and services it provides. Your branding is a customized toolkit that gives your organization a unique look, has a strong connection to the essential character of your business, and supports efficient streamlined workflows.

It typically includes:

  • a logo
  • typography, including things like font usage, use of capitals, spacing
  • colors, including RGB, CMYK, and spot color definitions
  • messaging, especially headlines
  • iconography
  • use of photography
  • other distinctive elements (such as illustration style)
  • templates (see below for information)


  • We collaboratively identify a handful of critical deliverables that are fundamentally different from one another. Together, these “key delivables” suggest how the brand will actually work. These include print collateral, website designs, social media, signage, and clothing. By creating designs for these deliverables, the concept of a design system is part of the process from the outset. It also guides the conversation towards simple, adaptable results.
  • We present three distinct options for the key deliverables, framing all design choices as different systems.
  • We incorporate your feedback and refine as needed.
  • Once the key deliverables are approved, we apply the same design choices to the remaining deliverables.
  • We create libraries of logo files, documentation about how to use the brand, and templates.

Your brand

versatile and adaptable

Your branding will be designed to work where you need it to work. In print, on the web, in social media, and clothing and signage—whatever your needs are.

integration of designs, messages, and technology

All of the creative work on your branding will use designs, concepts, and messages that approximate how they will look in their final form. Cohesiveness will be built into into your project from the outset.

documentation provided

Your branding will be documented and the logo and other assets will be saved in a variety of color formats (rgb, cmyk, pantone spot) to make it easy for you to use for years to come.

you are part of the process

The branding process is transparent and collaborative. Whether we are developing messages, a logo concept, or a website, you are part of the process. Our team approach maximizes your investment and the power of your brand.


Templates are documents that are designed to be easily modified with a minimal amount of experience or training. Typically, templates:

  • are created in Adobe InDesign format
  • use object and text styles to simplify and standardize editing
  • are designed to work in a specific production environment or set up to work with a print vendor
  • are designed to be accessed through a shared library, which includes all necessary assets and documentation
  • include documentation and training

frequently asked questions

I’ve never worked with a company for branding or a logo design before. How does your process work?

In its barest essentials, we collaborate about what your brand or logo is intended to do, and then build a variety of choices that show how it accomplishes its job in a format approximating its final version. You will evaluate the work as your audience will.

A logo is an image that is understood to represent your company. Typically, it is an image that works alongside a name, a tagline, and possibly other information.

A brand is a toolkit that keeps all of your marketing communications cohesive, reflects your values, and helps your audience notice, understand, and value you. A logo is only one element within a brand.

What do I get when I purchase a logo design from Shew Design?

You will receive a logo in PNG, PDF, and JPEG formats. The PDF format will include variants for on-screen use (i.e. web and social media), process colors, greyscale, and possibly black and white and spot colors. The PNG and JPEG formats will work for everyday use where the PDFs are set up to be used for special printing applications, including things like embroidery, silkscreening, signage, etc.

In addition, you will probably also get variants for specific applications such as a horizontal orientation, a vertical orientation, with a tagline, without a tagline, etc. In the end, you have as many as a dozen different files. It sounds complicated but in most cases, a single file will handle practically all situations. The goal is to have a library that will serve you for years to come.

If a logo is not working, it may be because it’s over-designed – meaning that it is too complicated, ornate, or high maintenance to be used in a wide variety of applications. Typical situations include not being able to be reproduced in embroidery or silk screening, not being able to be reduced to a small size to work in social media applications, or just being “too busy.”

The most common situation we encounter is a logo “not playing well with others”, meaning that the logo doesn’t mesh well with a tagline or address. The paradox of logo designs is that sometimes they need to stand out, but other times they should act as a supporting element.

What if I like my logo and don’t want to overhaul the whole thing?

We believe in the saying: first, do no harm. In many cases, we can make adjustments to your existing logo to make it work better. Sometimes, we can revise it in ways undetectable by the casual observer. Often, logo redesign is a matter of respecting the spirit of the original concept while fine-tuning certain elements.

Are there different types of logos and can I make choices to minimize costs?

Yes. A text-only version of a logo is called a wordmark, and it is a good choice for organizations that choose not to be invested in a specific image or icon. It’s also a good choice for a new business or organization that has a more limited budget or wants to keep their image simple while they start to grow.

What do I get with a branding from Shew Design?

In addition to what is included when we deliver a logo design, branding will include documented typefaces and colors used in your brand, and it will be developed alongside a handful of deliverables. Deliverables can include things like business cards, brochures, a website, and signage. This process ensures we are creating designs and messaging that will work for you in all your important applications. It will also help you visualize how your brand elements all work together.

Contact us!

115 West Magnolia, Suite 210
Bellingham, WA 98225

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