Logo and brand book design in Tashkent

When a logo gets approved, people look at it on a big monitor against white, and it looks great. But it will spend its life somewhere else: in a tiny Telegram avatar circle, on an Instagram profile on a phone, in the corner of a TV screen, on a sign on the street. So we show every concept in real use straight away. A logo you can't read as an avatar is no good, however beautiful it is.

TV channels and media. We designed the logo for Solnechny TV, then built the channel's live-stream website, which serves domains in three countries. A TV channel's logo sits in the corner of the frame for the entire broadcast and has to read over any picture: a dark scene, a bright cartoon, end credits. The same principle applies to any business: the mark has to be recognisable even as a 32-pixel favicon, or it turns into a smudge in browser tabs and search results.

From logo to brand book. If one person handles the logo, you don't strictly need rules. But once different people produce materials (your SMM team, the print shop, regional partners), the style falls apart within months without a brand book. For SMM Maktab, a project running free SMM courses across Uzbekistan, we created the logo and brand book. The courses run all over the country, and the brand book keeps templates and rules the same for everyone.

With Legal Alliance, a law firm with more than 20 years of practice, we went all the way: logo, brand book, then the website. That's the right order, because the site design builds on colours, fonts and rules that already exist. We still maintain that site today.

Local details that matter:

• the font has to support Uzbek Latin (o‘, g‘) and Cyrillic (ў, қ, ғ, ҳ), and many good-looking free fonts don't have these letters;
• the name is often written in two Uzbek scripts and in Russian, and the logo has to work in all of them;
• the logo has to survive black-and-white printing and vinyl cutting, because that's how signs and stamps get made.

Why not 15 options. Clients sometimes ask to see as many logos as possible so they have plenty to choose from. We make 2–3 concepts, and that's deliberate. Each one is tested in real use and comes with a reason for why it looks the way it does. Fifteen quick sketches look generous, but you end up choosing by taste rather than by the task, and the chosen one still has to be reworked.

Pricing. A logo starts at $400 and takes 1–2 weeks: 2–3 concepts, refinement of the chosen one, all versions. A visual identity (logo, colours, fonts, business card, social templates) starts at $800. A full brand book starts at $1,200 and takes 4–6 weeks.

Branding is handled by our designer Murodjon Maxmudov, who also designs our website and app interfaces, so the brand doesn't get lost on the way to the website. You can describe your task to @Azamat_yamin on Telegram.