When does a hand-drawn logo

When does a hand-drawn logo make sense for a brand?

In this case, a Barcelona-based creative studio founded by a team with decades of combined experience approached me wanting a hand-drawn identity that would feel unexpected for a team like them, a way to signal creativity and distinction.

They came with a strong concept: the sediment at the bottom of a wine glass. What stays after everything else fades. A nod to what good work leaves behind after years of experience.

The entire identity is built on hand-drawn illustration, so the logo needed to do something different. With so much personality already living in the visuals, we went for a logotype with weight and presence, something that could anchor the brand and communicate their expertise.

The hand is still there. Just in a different form.

Do you think hand-drawn elements are being used more as a trend than as an intentional choice?