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Most "branding" isn't branding. It's decoration.
A logo slapped on a template. Colors picked because they "looked nice." A brand kit with no story behind any of it.
Here's what I actually ask before I design anything for a client:
What does this business want people to feel in the first 3 seconds?
What's the one thing that makes them different from every competitor?
If someone saw this brand with no name attached, would they still know what kind of business it is?
If those questions don't have clear answers, no amount of good typography or clean color palettes will save the brand. Design is the last step, not the first.
That's the difference between a logo and an identity. One decorates. The other builds trust before a single word is spoken.
The network for creativity
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Creatives on Contra have earned over $150M and we are just getting started
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When does a hand-drawn logo make sense for a brand?
In this case, a Barcelona-based creative studio founded by a team with decades of combined experience approached me wanting a hand-drawn identity that would feel unexpected for a team like them, a way to signal creativity and distinction.
They came with a strong concept: the sediment at the bottom of a wine glass. What stays after everything else fades. A nod to what good work leaves behind after years of experience.
The entire identity is built on hand-drawn illustration, so the logo needed to do something different. With so much personality already living in the visuals, we went for a logotype with weight and presence, something that could anchor the brand and communicate their expertise.
The hand is still there. Just in a different form.
Do you think hand-drawn elements are being used more as a trend than as an intentional choice?
Looks super cool! Love the craft behind every branded element, from type to illustration. I believe it makes the brand very strong and consistent
Designing logotypes is one of the things I enjoy most about my job and one of the most rewarding.
This direction wasn't chosen by Soulty, a new Italian summer footwear brand.
We moved on to another proposal that worked better for them, and I agree with that choice.
But I still really like the work done here.
A little win worth sharing ✨
So happy to see The Ardley — Brand Identity featured on Contra’s new homepage.
Such a lovely surprise, and always special to see a project I loved working on get a little extra spotlight.
Thank you @Contra HQ for the feature 🤍
well-deserved!