Your logo (or primary identifier) is a key component in your brand toolbox. It needs to build meaning, recognition, and engagement—and be the best jumping off point from which to begin to tell your story. Of course, it can’t tell your whole story, but it should enable you to communicate who you are, for whom—and why you matter—starting at “square 2” (as opposed to “square 1”), and be a mark in which you can invest your brand meaning.
Your logo can be a symbol, a wordmark, or a combination of the two. It can be a standalone mark or a system where intentional variations are built in to signal sub-brands. What’s important is that yours is differentiated and memorable within often crowded, competitive landscapes. And operationally, it needs to be durable and able to be deployed across different media, at different scales, on simple or complicated surfaces—without degrading. Your business card presents different opportunities and constraints than does your website, a brochure, social post, or mug.
We approach the design of identifiers organically—evolving a series of directions from qualitative and quantitative research and conversations, audits of your competitive environment, and from a deep understanding of your guiding brand attributes. Presentations, refinements, revisions, and testing build organizational buy-in, and bring us, with our clients, to a mark that is a perfect fit—and an important institutional asset.
Click here for a quick tour of some of our favorite logos.