In depth: Graphic Design
Why a logo made in isolation usually looks wrong on a website
A common pattern we see: a business already has a logo — maybe made years ago by a local print shop for signage, maybe knocked together quickly for a GST registration — and now needs a website built around it. Sometimes that logo genuinely works online. Often it doesn't, not because it's a bad logo, but because it was never designed with a website in mind. A mark that looks fine printed on a banner can break down at the small sizes a website actually uses it at — a favicon, a mobile header, a WhatsApp profile picture — where fine detail disappears and only the basic shape survives.
That's the practical reason we treat graphic design and website design as connected work rather than two separate projects handed to two separate people. A logo, a color palette, and a set of brand assets designed with the actual website in mind hold up at every size the site will actually use them at, instead of being reverse-engineered to fit after the fact.
What this covers, beyond just a logo
The logo itself is usually the starting point, but rarely the whole job. A workable brand identity for a small business typically needs a short, consistent set of assets it can reuse across a website, social media, and printed material without looking like three different businesses:
A brand identity that only exists as a logo file tends to drift — every new banner or social post reinvents the visual style slightly. A defined, reusable set of assets prevents that.
- A primary logo, plus a simplified version (an icon or monogram) for small spaces like favicons and app-style icons
- A defined color palette — not just "our brand is blue," but specific, consistent colors used the same way everywhere
- Typography choices that carry across the website and any marketing material
- Marketing graphics — social media templates, banner ads, or print material that stay visually consistent with the website rather than looking bolted on