It’s tempting to jump straight into the exciting stuff. Creating a name. Designing a logo. Building a website.
But there’s some essential thinking to do first.
You need to get clear on what you’re actually building, what makes it different, how it'll communicate, and where you want it to go.
The SEED Framework™ helps you work through all this thinking and lay the foundations before you build.
It gives you a decision filter to guide your choices, keep you focused, and give you the direction you need to grow.
From that first spark to what comes next.
A practical framework to give your idea clarity and direction.
SPARK
Find the idea worth pursuing.
Turn your early thoughts into a clearer opportunity and define what your business could offer.
Edge
What makes your idea different?
Understand who you’re helping, what they need, and the genuine difference that sets you apart.
Expression
How should your business feel, sound and behave?
Define clear principles that guide every design and messaging decision.
DESTINY
What will it become?
Set a direction worth building towards and let it guide the decisions you make from here.
Meet your SEED Document.
Work through the exercises and bring your thinking together in a one page SEED Document to guide your business. A simple decision filter for the choices ahead, from your name and identity to the long term decisions that shape what you become.
Not a document to file away, but a foundation to keep growing from.
Two companions. One stronger starting point.
The SEED Book
Explore the framework and the thinking behind each stage.
The Companion Workbook
Apply it to your own idea. Work through the questions and bring your foundations into focus.
I’m Ian Paget, an identity designer and the founder of Logo Geek.
I’ve spent decades obsessing over logos, branding and what makes businesses tick. Along the way, I’ve learnt that the best design starts long before you open a design tool.
That’s why I created The SEED Framework™. To help people get clear on their idea, what makes it different and where they want to take it, before diving into names, logos and websites.
Because building something good starts with getting the thinking right, and I’m here to help you do that.
What is the SEED Framework?
SEED is a practical framework for developing a business idea before rushing into its logo, website or marketing. Its four stages: Spark, Edge, Expression and Destiny, help you build a clearer picture of what your business is, who it serves and where it is going.
Who is SEED for?
It’s for aspiring entrepreneurs and business owners who want to give their idea more thought and direction. You might be starting from scratch, or revisiting the foundations of an existing business.
Do I need any business or design experience?
No. SEED is about asking useful questions and thinking carefully about your idea. You don’t need to be a designer, strategist, or have a finished business plan to begin.
How do the book and workbook work together?
The book introduces the framework and the thinking behind it. The companion workbook gives you space to apply that thinking to your own idea. Visit the Kickstarter campaign for current product details.
What is a SEED Document?
It’s a one-page summary of the foundations you develop through the framework. It brings your thinking together in one place, so you have a reference to guide future decisions.
How can I find out about workshops?
Workshops are a practical way to apply the framework to your own idea. Get in touch with Ian to ask about workshops; dates, formats and availability are not listed here.
Whether you prefer to work through things yourself or want guidance along the way, there's an option to help you turn your idea into something with the foundations to grow.
