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This page has 14 logo concepts on it.
13 of them are wrong.
That's not a bad ratio, that's the job. Most people think designers sit down and the "right" idea just appears. It doesn't. It shows up buried under a dozen average ones, and the only way to find it is to sketch through the bad ideas first.
I've stopped trying to get it right on the first attempt. Now I just try to get through the wrong attempts faster, so the right one has room to show up.
If your first draft of anything feels rough, that's not failure. That's just page one.
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I’ve been slowly updating all of our project imagery across a new website update and and our internal decks.
Logos are only a small fraction of what we do for clients now, but I still love starting there. They often set the tone for the wider identity, the visual language, and the story we’re trying to tell.
Also, pretty satisfying seeing some of my favourites all together on one page.
Nice
Wonder -- Visual Expressions
The restraint in the warm palette really lets the sound-object concept breathe—especially that shift from readable type to atmosphere.
A look at the identity we designed for Vetti, a dog health monitoring brand.
There’s a lot of data behind a product like this but the person using it just wants to know their dog is okay.
That’s the balance in the design with a connected dot system that feels precise and warm colors and photography that keep it close to what people care about.
Also, an excellent excuse to spend far too long choosing dog photos.
