Icons are not perfect yet but already have their own character.
Imagine having your own custom icons and NOT have to use the same icons as thousands, millions of other sites.
Memorability increases. It feels intentional and handmade.
That step up in brand depth and quality is what I'm aiming for.
In my INKFLESH identity work, the wordmark runs off the can's curve and gets partly hidden behind artwork on posters. That crop asks the rest of the identity to carry more recognition. The mark has a job when the name is only partly there.