Most of us know it in its most shallow sense, when we recognize a product or company by some sort of mark. Hopefully, a logo can step beyond being a cool design element; a logo should embody traits of its parent, the brand. Sophistication, ethic, confidence, whimsy, culture…logos should definitely speak a language beyond its Latin moniker. Those logos, we call “brand identities.”
We see a brand’s identity for what it really ought to be—an expression of your mission. Getting there is a refreshing, exploratory process for those who care about what is said about their company via design.
