Should brands be beautiful, or
Anita Autorino
Should brands be beautiful, or impossible to ignore?
When I designed the identity for Sandwich, an advertising agency, I quickly realized that a polished, predictable brand would be the wrong answer.
Inspired by the tight structure of a sandwich, I knew the identity had to feel bold, loud, and unapologetic. The logo and overall identity needed to grab attention.
That is what I find interesting about Neo Brutalism. It strips away the filters and lets the message hit harder with high contrast type and bold colors.
As it's hard to replicate with AI, do you think Neo Brutalism is a lasting design direction?
Like this project
Posted Jun 11, 2026
Should brands be beautiful, or impossible to ignore? When I designed the identity for Sandwich (https://contra.com/p/Ll2mRPrk-modular-branding-for-advertisin...
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