By Jeroen · Creative Technologist at Digital Powder
A logo and a website are often discussed as separate jobs. But once the website is in use, the decisions meet: the logo sits beside the navigation, colours are used for buttons and links, and type has to work for everything from a short headline to a long service description.
Brand and website work often develop alongside each other at Digital Powder. Jeroen works across identity, websites and development, with Ria contributing her strengths in illustration, drawing and editorial design.
Begin with what the business already has
A website project does not have to start with a new logo.
Look at the materials already in use: the logo, photographs, printed pieces, colours and typefaces. Which still represent the business? Which do customers recognise? What is missing when those materials are brought onto a website?
Sometimes the identity is already well developed and the task is to apply it. In other cases, a business has a logo but has not yet decided how the rest of its communication should look. A new business may need both developed together.
These are different starting points. Identifying yours helps avoid paying for design work you do not need, or expecting a website template to make decisions that have not yet been considered.
From logo to website at Poundhill Pets
For Poundhill Pets, Ria designed the logo and Jeroen designed the website. Katie Ball was starting her business and wanted a logo that represented what she had in mind.
In her review, Katie describes the result:
“Ria designed the perfect logo and really made it unique to me.”
Her feedback also describes the website in practical terms: navigation that she found easy to use, and an enquiry form that collected the information she needed to arrange a meet and greet with a customer.
Those are two distinct parts of the brief. The identity needed to feel right to the person behind the business. The website also needed to help a prospective customer understand the service and take the next step.
A visual review alone would not tell us whether that enquiry form asked the right questions. A working form alone would not tell us whether the website represented Katie’s business as she intended. Both deserved attention.
The Poundhill Pets logo and a view of the website. Website capture: September 2026.
Make design decisions on real pages
A colour palette and a set of typefaces give a website direction, but they do not settle every decision.
A colour that works well as a large area on printed material may need a different role on a page containing links, form fields and long passages of text. A distinctive heading style still needs to accommodate a service name that runs to two lines. A logo needs enough room to remain recognisable without pushing the navigation out of place.
Try those decisions with real content. Review a service page, a form and a mobile menu—not only the homepage at a generous desktop size.
Then ask two kinds of question. Does this look like the business? And can someone find, read and use what is on the page?
Where the answers conflict, adjust the application of the design. Making a button label easier to read does not require abandoning the identity; it requires finding a suitable way to use it.
Leave room to refine the design
For The Calm Home Company, Ria developed logo ideas and refined the chosen direction with Heather Dhillon. Heather describes that process in her review:
“We explored a couple and she patiently refined it many times until it was perfect.”
Jeroen also helped build the company’s Squarespace website, providing the technical input needed to put the new business online.
The logo and website were related pieces of work, but they asked different questions. Feedback on the logo concerned the identity itself. Building the website also meant deciding how to present information and work within the chosen platform.
It is useful to make room for both kinds of review. Agreeing a logo does not settle every page layout, just as choosing a website platform does not determine how the business should look.
Logo and website from The Calm Home Company project.
Make the design usable after handover
A website also needs to accommodate ordinary changes: another service, a replacement photograph or a page with a much longer heading than the original examples.
Discuss those ordinary changes while the website is being designed. Which choices should be built into the templates? Which can the person editing the site change? What guidance would help them choose an image or lay out a new page?
Where a layout is meant to stay consistent, the editor should not have to recreate it manually each time. Where the business needs flexibility, that flexibility should be part of the brief.
Bringing a brand and website together is therefore not just a launch-day task. It includes agreeing how the design will be used by the people maintaining it. That is worth considering whether you are developing a new identity or working with one that already exists.
Working on your brand and website?
Tell us what you already have and what you would like to develop, whether that is an identity, a website or both.