Brand & Design4 min read
Why we leave the logo until last
A logo is a shortcut to a problem that hasn't been decided yet. Why our identity projects start with questions.
Reasoning first, form second
Teams that put the logo on the table first usually debate that same logo until the very end, because form gets discussed and reasoning never does.
We flip the order: who is reaching whom, with what promise? Will this name live on a shelf, a phone screen or a trade-show banner?
Sketches on the wall
Sketches pile up on the wall; none gets picked, one remains. The rest don't go in the bin but onto the board as different voices of the same problem.
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