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Your logo is not your brand. Please stop acting like it is.
You can spend $2,000 on a logo and still have a brand that looks like absolute rubbish.
There. Someone had to say it.
A nice logo sitting on a terrible website doesn't save you. A beautiful logo next to inconsistent social media doesn't save you. A fancy logo on a cheap-looking flyer definitely doesn't save you.
Your customers don't experience your logo in isolation.
They experience your colors, typography, website, social media, packaging, graphics, messaging and every little visual detail connected to your business.
That's brand design.
So please stop redesigning the logo every six months because you think that's why nobody remembers your business.
Your logo isn't carrying your brand. Your entire brand identity is.
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A few more pieces from my work on Sync’s identity.
The idea was to give this Greek car rental brand enough polish to sit next to the big names, with a personality of its own.
The pink was already there. I gave it more space and paired it with bold Greek typography and a frame inspired by a car’s side mirror.
Here’s a closer look at how it works across the layouts.
Great work.
“We started with just a name and some vague ideas. They left us with a brand.” That’s how our client described their experience working with us on The Growth Fit.
There was no existing identity to refine. Our job was to take an early-stage idea, understand what the brand needed to stand for, and turn it into a visual system with enough clarity and character to grow with the business.
That meant exploring, challenging our own decisions, and going back to the drawing board when something wasn’t landing well. The result was a system built around one central idea: the right fit, carried consistently through the identity, motion and brand touchpoints.
The complete project is live. If you’d like to see how the idea developed into the full identity system, you can explore the case study here: The Growth Fit
I love the colors!