A brand can never be a product, it is simply the sum total of your products, services, ethos and strategy. That's not to say it should not be marketed and promoted as effectively possible. With the correct branding and application you can install values, ambitions, character and soul into your business. A brand is studiously crafted personality profile of an individual, institution, corporation, product or service. A strong logo design will drive out your entire brand, its values, ambitions, character and soul.

Design Standards Design Documents


A logo is your principal point of graphic market place recognition for your customers. In order to be effective it must adhere to five simple principles: be simple, memorable, timeless, versatile and appropriate. Good logo design is far from a 5 minute process, be wary of anyone who will offer you a design for less than a days work, it is simply not possible to design effectively within that time frame.

At Stonefern, we take into consideration your input, opinion and ideas, crafting them into an effective and compelling logo. We have many years’ experience in logo design, and we know what works and what may not, so you can trust us to design the perfect logo for your company, product, project or team.

Logo Design


Corporate identity starts to appear when your logo and brand begin to drive out a corporate style that your customers attach values to. This is only achievable by strong design and flexible design standards that ensure consistency in your graphical representation in the marketplace.

Consistency is one of the most powerful usability principles: when things always behave the same, customers don’t have to worry about what will happen. Instead, they know what will happen based on an earlier experience. We can help ensure that this process starts on the strongest footing.



Simply put, brand guidelines are the primary tool required to implement your new brand across your business and marketplace. Stonefern can build comprehensive brand design standards for you. Design standards are an essential element of any business brand. They help to maintain brand guardianship when the brand is to be implemented across a wide range of mediums. The worst thing that can happen to a brand is that every design element is radically different from anything else. If there is no continuity, there is no consistency. If there is no consistency, there is no trust. If there is no trust, well, you won’t have any customers. Things need to be different enough to look unique, but similar enough to match to, and fit within, your brand. This is why design standards and brand guidelines are crucial.

There is no point in paying a designer to produce a strong cohesive rebrand or refresh for your business if the model is not going to be followed. It is essential that key design elements and the message of a brand are not diluted or altered by third parties who may be supplying your business. This is where a strong set of design guidelines is essential.

Design Standards also give your business the opportunity to create a brand personality, voice and appearance. If you can train your employees to portray the same company ethos to your customer base, you can establish a brand culture and persona that is unified, and therefore effective. Take Apple for example, their brand personality is one of quiet confidence in their superiority, with customer experience and interaction at the heart of what they do. Without guidelines and standards in place, they would be unable to create this unified, consistent brand personality, voice and appearance. At Stonefern, we can create and provide you with manuals that cover everything from typography and signage specifications to dress code and company messages. With this information, we can help you source all your print, social media, web, livery and advertising requirements.