Daneswood was a digital agency offering digital design, development, branding and marketing in Exeter. The business served small to medium sized businesses in the south west of England.



I designed the original rounded logotype in 2015 as a replacement for a rather clunky looking joined up logotype. The managing director Pete was rather attached to the old logotype, especially the green which at that point had a tinge of yellow. We worked together to come up with an idea that wasn’t too much of a departure from the original logotype, and retained the overall brand feel.

Moving on to 2019 and Daneswood had a new management team and was looking to further develop the brand and build on the existing customer base. Having a new team means we were free to take the brand in a direction free of past ties.


Daneswood Logo Pre-2015


Daneswood Logo 2015 Redesign

We established that Daneswood’s demographic is largely clients moving on from or extending pre-built solutions such as Wordpress, WIX and Squarespace.

During the research process the word “build” was getting thrown around an awful lot, so it made sense for us have this as a theme to work with. I’ve also always felt that we’ve always had an industrious approach as a team, so it would be good if we could somehow work this in to the brand.

I started by quickly generating ideas for a mark with pencil and paper, jotting down any ideas I had along the way. In the future I’d be responsible for designing the site. At this stage, anything is acceptable.


We pared down the most fitting ideas in the sketches to further work on in Illustrator. I wanted to make sure that ideas we selected to still be quite different to each other, so that the overall brand could still go in any direction.


Initial ideas

The mark we selected to be finalised reflects the build and industry theme perfectly. The bevelled appearance reminded me of masonry or angle iron. Perhaps formed by hand. There’s also a subtle arrow signifying progression and movement. I selected a vibrant green, to move away from past iterations that had a muddy yellow tint. I paired the mark with Rufina Stencil that again reflects an industriousness, but retains professionalism and elegance through its form and works nicely with the bold nature of the ‘d’ mark.


Unfortunately Daneswood went into liquidation in late 2019, and we never got to work on the new site or start to use the new branding. The company name and clients were bought up by another company, and the team were let go.


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