🌶️ Spicy take from my latest identity project

Brianna Doe’s entire logo is her name and a dot. And it does more work than most of the “unique” logos I scroll past on socials.

A logo only has to IDENTIFY a brand. Defining it is the job of everything else: creative direction, color & font systems, imagery.

Complicated logos impress other designers, simple ones work for the client.

Check out the full case study to see how a simple logo carries an entire brand identity

Lovely palette. I'm sure the client is stoked.

Design Sprint: ESCO Token

How do you build a brand for a business most people can't explain?

ESCO Token is built to become the standard behind Europe's Digital Product Passport: the system that will track what a product is made of, where it came from and where it goes next. Necessary, regulated, and completely abstract for most people.

One sprint. Zero to an identity that works: - Micro-design style: restraint over noise, shaped by European design discipline. - Wordmark and symbol built to hold up anywhere. - Full brand identity. - Landing page ready for the go-to-market.

When a business is hard to explain, the brand has to do the talking.

Teaser below.

Wonderful craftsmanship! 🎯