Brand Identity
The Anatomy of a Good Logo
· 6 min read
A logo is not a brand. It is a flag. The brand is everything beneath it — the voice, the values, the way the lights are dimmed in the showroom.
When I begin a mark, I start with a verb. A bakery does not need a wheat icon; it needs to feel kneaded, warm, slightly imperfect. A law firm does not need a column; it needs the geometry of restraint.
Three checks I run on every mark before sending it out: it should hold up at 16 pixels, it should still be itself in a single color, and it should not depend on a tagline to make sense. If any of those fail, I am still drawing.
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