logo-design

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---
name: logo-design
description: "Generate logo variants for a brand, producing multiple production-grade marks across different architectures (wordmark, lockup, symbol-only, letterform-as-symbol, monogram) with rationale, application specs, and decision-ready presentation. Distinct from `brand-identity`, which produces the complete system (logo plus color, type, voice, applications). Goes deep on the logo specifically: typographic register, symbol approach, application-context discipline (16px favicon, embroidery, signage, motion), and production specs (SVG-ready, single-color, reverse). Triggers on logo design, design a logo, wordmark, monogram, lockup, mark variants, logo iterations, redesign or refine the logo, logo refresh, letterform-as-symbol, and exploring mark variants for an established brand. Does NOT fire for full brand identity (use `brand-identity`), positioning or strategy (use `brand-discovery`), project-wide creative direction (use `creative-direction`), or one-off illustration."
category: brand
catalog_summary: "Logo variants across architectures (wordmark, lockup, monogram, letterform-as-symbol), with rationale and application specs"
display_order: 5
---

# Logo Design

A logo is a system of marks, not a single drawing. This skill produces multiple production-grade variants exploring different architectural approaches, each with rationale, application specs, and a clear position on what it signals and rejects.

The output is decision material, not a finished logo. The brand owner selects from the variants and the skill produces production refinement on the chosen direction.

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## When to use

- The brand has a name and tonal direction; the deliverable is logo work specifically
- Generating 6 to 12 variants for client review and selection
- Refining a wordmark to production: kerning, optical adjustments, weight selection
- Exploring symbol options to pair with an existing wordmark
- Designing a monogram from a longer name for use in constrained contexts
- Adapting an existing logo across application contexts (small-size, signage, motion, embroidery)
- The brand owner has reviewed a first round and wants iteration on a specific direction

## When NOT to use

- Use `brand-identity` instead when the deliverable is the complete identity system (logo plus color plus type plus voice plus applications). This skill is the logo-specific layer; brand-identity is the system layer.
- Use `brand-discovery` for brand positioning, audience, and voice work. A logo without strategy is a drawing.
- Use `creative-direction` for project-wide aesthetic direction. Creative direction calibrates many decisions; logo design produces specific marks.
- One-off illustration, icon, or pictogram work
- Designing brand patterns, textures, or supporting graphics
- Pure typographic exploration unrelated to a brand name

---

## Required inputs

- **Brand name.** Exact spelling. Capitalization and punctuation preferences if any. Whether the name has a category descriptor that travels with it (e.g., "Atlas Coffee" vs just "Atlas").
- **Industry or category.** Legal firm, consumer goods, B2B SaaS, hospitality, etc. Category implies defaults that can be honored or broken.
- **Audience.** Who sees the logo, where, in what state of mind. The audience-side perception drives selection more than the founder-side aesthetic.
- **Tonal direction.** Where on the formal-to-casual axis. Where on the restrained-to-expressive axis. Where on the heritage-to-modern axis.
- **Application contexts.** Common set: web header, mobile app icon (28px), favicon (16 to 32px), business card, letterhead, email signature, social profile picture, signage (large format), embroidery patch (1.5 inch), single-color print, video motion lockup, merch (apparel, hats, totes).
- **Reference logos liked**, with a sentence each on what specifically resonates. The reference clarifies which architecture and register fit better than abstract description does.
- **Reference logos di