Customers never measure a logo.

Customers never measure a logo. They still notice when it's off.

For Magnus, a barber supply brand, I built the whole mark on one unit: x, the width of a single letter stem.

The gap between the icon and the wordmark: 3x. The icon rises above the letters: 0.5x.

Why it matters for the business: one rule instead of a hundred decisions. Whoever puts the logo on packaging, the shop or other spaces - doesn't have to guess spacing. It always comes out the same.

Barbering is a craft of precision. The brand should be built the same way.