A logo is the most visible part of a brand and the least important decision in building one. It is the finish, not the foundation.

Before we draw anything, we settle three things: the position you can defend, the audience you are actually for, and the one idea the brand stands on. Get these wrong and no amount of craft saves the work. Get them right and the design almost briefs itself.

This is why we resist clients who open with a logo request. The logo is a conclusion. Reaching for it first means designing a conclusion before you have made the argument.

When the strategy is clear, the mark takes days, not months. It has a job to do, and a job is easy to design for.