When a tech brand needs cleaner artwork
Most tech firms approach us when an old logo or icon set no longer behaves well in digital use. A mark that looked fine on a flyer can get fuzzy on a website header, patchy in a social icon or awkward when scaled for a pitch deck. If your team is growing, changing product names, or rolling out a new app, it helps to have artwork that works at 16 pixels and at A1 print size too.
We work with businesses across Cape Town, Johannesburg, Durban, Pretoria and Bloemfontein, including teams in co-working spaces, software houses and internal product units. The usual brief is simple: keep the recognisable shape, tidy the curves, sort out spacing, and deliver proper files for web, print and motion use.
Common requests include a full logo redraw, icon cleanup, bespoke illustrations for landing pages, product feature graphics and presentation artwork. If the source is only a low-resolution JPG, a screenshot or an old bitmap, we can rebuild it as vector artwork rather than tracing over every rough edge.
Bitmap tracing versus hand redraw and illustration
There is a real difference between tracing a bitmap and redrawing a logo by hand. Tracing can be useful for simple artwork where the source is clear and the shape is already solid. But when the original is pixelated, skewed, compressed or contains awkward curves, tracing often copies the flaws as well. A hand redraw lets us rebuild the form properly, adjust line weight and fix balance across the whole mark.
For tech firms this is often the better route, especially when the logo must sit beside interface elements, device mockups or small nav icons. We also create hand-drawn vector illustrations where the brand needs something more tailored than a stock-style icon. That can include mascots, onboarding illustrations, map graphics, product scenes, badges and feature diagrams. The aim is to keep the work readable on screen and tidy in print, without making it feel generic.
- Use bitmap tracing for simple, clean logos with strong source artwork.
- Use hand redraw when the artwork is fuzzy, uneven, too detailed or outdated.
- Use vector illustration when the brand needs custom graphics for web pages, decks or printed collateral.
- Ask for the working file set early if your team uses the artwork across multiple channels.
What we usually redraw for software and IT teams
Tech firms tend to need a mix of brand and product artwork. A startup might only need a tidy logo and a few app store icons, while a larger company may need a fuller illustration system for onboarding, sales material and internal docs. We keep the structure practical so the files are easy for designers, marketers and developers to use later on.
Typical items include wordmarks, symbols, combined logo marks, badge versions, line icons and social graphics. We also redraw assets for packaging inserts, customer guides, printed labels, conference stands and training material. If your team works with slide decks, it helps to have a lighter version for dark backgrounds, a single-colour version for stamping or embossing, and a small-size version that stays legible on mobile.
- Website headers and favicon-ready marks
- Dashboard icons and feature illustrations
- Investor and sales presentation graphics
- App launch assets and social media profile images
- Print-ready artwork for stationery, inserts and event material
File formats and handover for digital use
We supply artwork in common vector formats such as SVG, EPS, PDF and AI, depending on what your team needs. SVG is useful for web and interface work because it scales cleanly. EPS and PDF are often used for print and supplier handover. AI is helpful when a design team needs to keep editing the source file. If your printer or developer asks for a specific version, we can prepare the pack accordingly.
Good handover is more than sending one file and hoping for the best. We usually organise final artwork in a way that supports different uses, for example full colour, black, white and single-tone versions. We also check spacing, line thickness, background contrast and small-size legibility. In South Africa, where teams often send files between offices, printers and contractors, having the right format upfront saves time and avoids messy back-and-forth.
- SVG for websites, dashboards and app interfaces
- EPS for print suppliers and large-format work
- PDF for proofs, approvals and production use
- AI for teams that need editable source artwork
Layout advice for websites, dashboards and slide decks
Tech brands usually do best with simple, repeatable layout rules. A logo that is too detailed can disappear in a top-left header, while an illustration that is too busy can fight the page instead of supporting it. We advise keeping the main mark clear, using a compact icon for small spaces, and reserving the more detailed illustration work for hero sections, presentations or case study pages.
If you are building a dashboard, think about contrast first. On darker interfaces, thin lines can disappear and small counters can get crowded. For slide decks, make sure the logo has enough breathing space and that the file is not stretched to fit a template. For social icons, crop carefully and avoid putting the full wordmark where only the symbol will be seen. Small decisions like these make a difference when the same asset is reused across teams and countries.
We often suggest a practical brand file set: one primary logo, one stacked version, one icon-only version, and a few supporting illustrations or badges. That gives your design team enough flexibility without creating confusion.
Budget ranges and what affects the cost
Budget depends on how much rebuilding is needed, how many versions you want, and whether the work is a straight redraw or a full custom illustration set. A simple logo cleanup sits at the lower end, while a complete set of icons, mascots or scene illustrations takes more time because the drawing, proportion checks and file preparation are all more detailed. If the source is poor, the work usually takes longer and the cost can move up accordingly.
As a practical guide, many tech firms plan for smaller redraw jobs in the low thousands of Rand, then increase the budget for multi-use artwork sets, brand icon packs or custom illustration systems. If you need several outputs for web, print, presentations and social use, it is usually more efficient to bundle the work rather than handle each item separately. We can also work in phases if the brand is still evolving and you want to spread spend across the quarter.
Before approving any job, make sure you own the rights to the artwork you send us or have permission to have it redrawn. That includes old logos, screenshots and third-party graphics. It keeps the process clean and avoids problems later when the files move through marketing, product and supplier teams.
How to brief a redraw for a tech team
A good brief helps a lot. Send the cleanest source you have, plus notes on where the artwork will be used. If the logo must work on a mobile app, say so. If the same mark must print on a banner, sticker or booklet, include that too. We also like to know whether the final use is dark mode, light mode, or both, because that affects contrast and line control.
Helpful input usually includes your current files, the preferred colours, any text that must remain unchanged, and examples of where the artwork will live. If you already have spacing rules or a simple brand guide, send that through as well. For teams in fast-moving environments, it helps to nominate one decision-maker so approvals do not get stuck between product, marketing and management. A clear point of contact keeps the job moving.
From our Observatory base in Cape Town, clients reach us through the enquiry form on our contact page and we handle projects for firms across South Africa, including Stellenbosch, Paarl and Port Elizabeth. The process is straightforward, but the more detail you give at the start, the better the final file set will fit your setup.
