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Francisco Sixto
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Graphic and brand design

Logo and brand identity: let your company be recognized before the name is read

The logo is the visible part of something larger: a system of colors, typefaces and rules that makes anything of yours look like yours. I design that system end to end, and I use AI in the exploration stage to test more directions before we commit to one.

When it makes sense to work on identity

  • You are about to launch a business and it doesn't have a face yet.
  • The current logo was improvised and today it fails at small sizes, on dark backgrounds or in a single ink.
  • Everyone on the team puts pieces together their own way and the brand looks different depending on who uses it.
  • The business changed and the image still tells the old story.

What it can include

We define it based on what your brand needs.

  • The logo and the versions your brand will use.
  • A color palette with its uses.
  • Typefaces for headlines and for body text.
  • A usage guide with spacing, minimum sizes and examples of what not to do.
  • Sample applications, like a social media piece or a cover, to see the identity at work.
  • Files ready for print and for screen.

How AI fits into an identity

In the sketching stage I generate many directions: symbols, compositions, color and typeface pairings. That lets me discard the generic quickly and find a path of your own among far more options than a traditional process allows.

Then comes the judgment work, all digital: I choose the direction, refine the shapes, the spacing and the weight of every stroke, and test it reduced, inverted and in one ink. A logo that works is defined in those details.

A brand designed to be applied

At Apex America I carried a single identity across offices in five countries with different architecture, through a shared signage system adapted to each location. That shaped how I see an identity: if it doesn't work outside the design screen, it isn't finished.

What the process looks like

  1. A conversation about the business, the audience and the brands you like and dislike.
  2. Exploration of directions with AI's help, narrowed down to the strongest.
  3. Development of the chosen direction: symbol, colors and typefaces.
  4. Testing on real applications: social profile, stationery, signage or website.
  5. Refinement and assembly of the usage guide.
  6. Delivery of the final files.

Frequently asked questions

Do you do just the logo or the whole identity?

Both. You can ask for just the logo, but a logo without defined colors and typefaces ends up applied in different ways. Working on them together is the better route.

How many proposals will I see?

I show you a few well-developed directions instead of a wall of options. Using AI lets me explore a lot behind the scenes and present only what is worth discussing.

Could my logo end up identical to another brand's if AI makes it?

I don't deliver what comes out of a tool as is: every proposal goes through my judgment, gets refined in detail, and we check that it stands apart within your field before closing it.

What happens if I already have a logo?

We review it together. Sometimes tidying colors, typefaces and versions is enough; other times redesigning it is the better move. I tell you which case it is before proposing anything.

How do you quote an identity?

We start with a 30-minute call to understand your brand. Then I send a proposal with scope, stages and a fixed price.

Does your brand not have a face yet?

I want my visual identity