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A logo is never “just a logo.”
You see one symbol.
A designer sees dozens of ideas, decisions, failures, and possibilities behind it.
For this SORA logo, the final mark looks simple — but getting to “simple” wasn’t simple.
I explored questions like:
→ How can movement be represented with a single shape?
→ How can the logo communicate growth and aspiration without being too obvious?
→ Can a simple dot represent focus and purpose?
→ How can the same identity work on a screen, packaging, clothing, signage, and print?
→ And most importantly: does it feel like the brand?
The final concept may look minimal.
But behind that minimalism are many concepts, sketches, adjustments, rejections, and countless small decisions.
That’s something people often don’t see about graphic design.
The more effortless the final result looks, the more work may have gone into making it feel effortless.
One logo.
Many concepts.
Countless decisions.
One final identity.
What do you think — should designers show the concepts behind the final logo? 👇
#GraphicDesign #LogoDesign #BrandIdentity #Branding #zenseistudio
To other designers, yes - the sketch sheet is the part that shows the dot-as-focus idea was chosen against real alternatives rather than drawn first. To the client, mostly no: put forty rejected S-marks in front of them and someone will fall for one you killed for good reasons,...
Exactly. I think the sketch sheet is more valuable as a record of the design thinking and exploration, rather than something the client needs to see in full. Showing too many rejected directions can create unnecessary attachment to ideas that were already eliminated for good...
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I recently created Klaar, a self-initiated brand concept for ready-to-drink classic cocktails with a Scandinavian twist.
There is plenty I could share about the project, but I wanted to focus on the thinking behind the design.
Growing up in Scandinavia, I have always been drawn to the design language here. It is clean, restrained, and quietly luxurious. Nothing feels overstated.
For Klaar, I wanted to preserve that sense of Scandinavian restraint while introducing something more playful. Cocktail making is rooted in experimentation, creativity, and fun, so the identity needed to express both sides.
The name Klaar is a play on klar, the Swedish word for ready or clear. It refers to the ready-to-drink format, as well as the visual clarity of the cocktails themselves. I wanted each drink to appear transparent rather than cloudy, giving the product a more elegant, refined character.
The two As in the logo form a pair of Scandinavian mountain peaks. The mark is slightly whimsical, which brings personality to an otherwise minimal design. It also gives the brand a distinctive shape that is easy to recognise and remember.
That was the thinking behind Klaar. Does it come through in the final design?
the bottle looks great on that hill. nice label
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Here are some slides from an analytics project I've been working on.
Monochrome approach looks amazing!