Branding — 2026-05-14
An identity is not a logo
The mark is the smallest part of the job. The system around it is what makes a brand recognisable.
When a client asks us for “a logo”, most of the time they are asking for something else: they want to be recognised. Recognition does not come from a symbol, it comes from the consistent repetition of a system.
A system is typography, colour, grid, photography, tone of voice and — above all — rules about what not to do. Identities that age well are the ones with fewer elements, used with more discipline.
A concrete test: cover the logo on any page of your brand. If you cannot tell whose it is, the logo is working alone. That is exactly where art direction begins.