How to use your brand across your website (not just your logo)
A logo doesn’t always translate directly onto a website.
It’s something that comes up more often than you’d think, especially with detailed logos that work beautifully in print, but not as well in small digital spaces like a navigation.
I recently worked on a website for Soul & Feather, where this came up early.
The logo is quite detailed, which made it tricky to use clearly in the navigation.
Why the logo didn’t work (on its own)
On a website, a logo needs to be simple, clear, easy to read & and easy to recognise.
In this case, the full logo felt too detailed for that space.
Rather than forcing it to work, I used a simplified version instead, one that still felt true to the brand, but worked better in a digital context.
Using the brand beyond the logo
That decision raised a bigger question:
How do you keep the personality of a brand if you’re not relying on the full logo?
The answer is in the rest of the brand.
For this project, there were strong elements to work with, the feather, the illustrations, the colours, the typography and they all contributed to the overall feel.
Instead of relying on the logo alone, those elements were carried throughout the site in different ways.
Snippet from the logo spec created by Blade Creative
Bringing it to life on Squarespace
This is where platform choice matters.
Using Squarespace gave me the flexibility to apply these elements thoughtfully across the site, not just in obvious places, but in more subtle ways that build consistency over time.
As a Squarespace designer, this is something I focus on in every project - using the platform not just to build pages, but to create a cohesive brand experience.
The result
It’s a small shift, but it changed how the whole site feels.
More considered. More connected.
This was also a collaborative process with Blade Creative (the brand designer). We worked through how the brand should show up online - not just visually, but in a way that felt consistent across the entire site.
There was a lot of back and forth, refining how each element was used so nothing felt forced or out of place.
If you’re building a website, it’s worth thinking beyond just the logo.
How does your full brand show up?
Are you using all the elements available to you?
If not, there’s usually more you can do.
If you’re not sure how your brand will translate online, feel free to reach out, it’s something I think through in every project.
