Why famous brands aren't always the best design references. When starting a logo project, clients often mention brands they admire. “Something like Apple.” “I love the style of Hermes.” And there’s nothing wrong with having references. But famous brands aren't always the most useful starting point. Here’s why: – Their success is bigger than their logo. Brands like Apple or Hermes have spent decades building recognition, trust and a strong visual world around their identity. – What works for one brand may not work for another. A visual direction that works for an established luxury brand might communicate something completely different for a new business. – A reference can describe a feeling, not a solution. When someone says, “I want it like Apple,” they might actually mean minimal, simple or premium. And that's where the real conversation should start. Instead of asking: “How can we make it look like them?” I prefer asking: “What exactly do you like about it?” Because a reference isn't something to copy. It's a way to understand what a brand wants to communicate. The best reference isn't always the biggest or most famous brand. It's the one that helps you find the right direction for your own brand.