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Logos are the spirit and image of a brand. They’re marks of authenticity, ownership and pride. They touch everything—from ads to packaging to social media. They’re stalwarts and flag-bearers extraordinaire. Creating these symbols and the visual systems that surround them is central to my design practice.
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A logo is the visual cornerstone of a brand – smart, iconic, at home in a multitude of environments. Making it tactile, authentic and memorable however, takes more. Thoughtfully crafted collateral fits a brand universe into just a few inches.
I approach the creation physical collateral from a humanist perspective. Not only are color and type considered, but also texture, pliability, sheen and a range of custom techniques that make high-touch print as interactive as the human conversations it functions within.
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Thoughtfully created brand guidlines contain more than do’s and don’ts. They provide expert guidance. They respond to the needs of a business in context, creating opportunities and the tools needed to bring them to life. A great brand guide keeps creative teams centered on the the visual system and the strategy behind it, so they can move forward, because what marketing teams need are knowledge and inspiration – not just a list of limitations.
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