Your logo is often the first impression of your business. It should be distinctive, memorable and work everywhere—from a social media icon to a large signboard.
I am Serene Soh, a freelance logo designer in Singapore. You work directly with me from the first concept to the final artwork.
3
initial logo concepts
Up to 5
rounds of refinement
4 formats
for print and digital use
1 designer
from brief to final artwork
A logo does not need to explain everything your company does, but it should help people recognise and remember your brand.
The design process begins with understanding your business, audience, positioning and where the logo will be used. This creates a visual direction that feels relevant to your organisation rather than simply following the latest trend.
When I design a logo, I also consider how it will perform in real situations. Will it remain clear as a small favicon? Can it work in one colour? Will it reproduce well across websites, presentations, uniforms, signboards and printed materials?
The result is a considered and versatile identity that communicates the right impression and continues to support your business as it grows.
Whether you are starting a new business, refreshing an established identity or extending your brand across different materials, the right level of support depends on where you are in your journey. My logo design services can be tailored to give your brand what it needs now, with room to grow in the future.
For new businesses, spin-off brands, products, services or anniversary campaigns that need a distinctive logo or visual identity created from the ground up.
For established brands whose logo feels outdated, inconsistent or no longer reflects the direction of the business. Depending on what is still working, I can carefully refine the existing identity or develop a more substantial redesign.
A logo can be extended into a broader visual system covering colours, typography, graphic elements and supporting applications. This helps your brand remain consistent across different platforms and materials.
Lost the original artwork for your logo? I can recreate it as a clean vector file suitable for professional printing, signage and other large-format applications.
Once the logo is completed, I can apply the identity across business cards, stationery, presentation templates, brochures, packaging, websites and digital communications.
A strong logo may look simple, but reaching that simplicity involves more than choosing a font and hoping for the best. Here is how each logo mission moves from the first conversation to the final artwork.
We begin by discussing your company, audience, competitors and brand personality. If an existing logo is involved, we also consider what is working, what should change and which recognisable elements may be worth retaining.
I review the information gathered from the brief and explore suitable visual directions. This ensures that each concept is connected to your business, audience and objectives rather than being based solely on personal preference.
I develop and present three logo concepts, each with its own visual approach and design rationale. Where useful, the concepts are also shown in realistic applications to help you imagine how each logo could work.
Once a preferred direction is selected, we refine the symbol, typography, colours, spacing and arrangement through feedback. After approval, I prepare and organise the final logo files for professional production and everyday digital use.
Depending on the agreed project scope, your final logo package may include:
A more detailed brand guide can also be developed if your organisation needs clear instructions for typography, colour, logo placement and consistent brand applications.
Work Directly With Your Designer
You communicate with me throughout the entire project. Nothing is passed through an account manager or lost between different teams.
Thoughtful, Original Concepts
Each logo is developed around the individual business, its audience and its objectives—not selected from a template or produced as a generic visual shortcut.
Practical Design Experience
I consider how the identity will work across real applications, including print, digital media, packaging, presentations, signage and websites.
A Complete Design Partner
Beyond the logo, I can help extend the identity across the materials your business needs, allowing the brand to remain consistent as it develops.
Experience Across Industries
Since beginning my freelance practice in 2009, I have worked with start-ups, SMEs, multinational companies and government organisations from a wide range of sectors.
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Yes. Send me your current logo and let me know why you feel it is no longer working. I will assess which elements can be retained and whether the identity needs a light refresh or a more substantial redesign.
Logo design is a collaborative process. If the initial concepts are not heading in the right direction, we will revisit the brief, identify what is missing and adjust the creative direction.
My usual logo-design scope allows for up to a few rounds of revisions, giving us room to explore and refine the selected concept. The exact revision arrangement will be stated clearly in the quotation.
Most logo-design projects take approximately one to three weeks, depending on the complexity of the brief and how quickly feedback is provided.
The first week is generally used to develop the initial concepts, followed by refinement of the chosen direction. If you have an urgent deadline, let me know and I will check whether the schedule can be accommodated.
You will receive professional vector files, normally in AI and EPS formats, for printing, signage and large-format applications. High-resolution PNG and JPG files will also be provided for websites, presentations, documents and other everyday uses.
A PDF colour reference containing the relevant HEX, RGB, CMYK and Pantone values will also be included.
Yes. Where appropriate, the final package can include horizontal, stacked, black-and-white and simplified versions. A favicon or standalone icon can also be prepared for situations where the full logo would be too small.
A straightforward logo project includes the final logo variations and a basic colour reference. A more comprehensive brand guide can be added if you need detailed rules covering logo usage, typography, colours, spacing and supporting visual elements.
Yes. If you only have a JPG, PNG or other image of the logo, I can redraw it as a vector file. Please provide the clearest and highest-resolution version available. Very small or blurry references may not produce an exact match, but I will recreate the artwork as closely as reasonably possible.
Logo-design fees depend on the scope of the project, the number of applications required and whether you need only a logo or a more complete brand identity.
Send me a brief description of your business and what you require, and I will provide a quotation based on the project.
