Logos and
Visual Identity

In my experience with logo design, the most successful logos are the ones built for brands who have a strong understanding of their core identity. A business’s mission, values, positioning, and personality, for example, are all important variables in arriving at a logo mark that’s successful. And feels right. 

Each of the logos in my portfolio strive to connect strategic thinking and cultural context to intuition around the visual languages of color, form, and style. The goal for every logo is a mark that’s identifiable, memorable, scalable, and appropriate to the nature of what it represents. Navigating the nuance of translating sometimes

intangible qualities like personality, concept, philosophy, or values is challenging. But it’s also a creative puzzle I enjoy solving. And though it’s often said that a logo is the embodiment and single representation of a brand, I also like to not overcomplicate the weight and responsibility of this one brand communicator. No one symbol, emblem, or mark can represent all aspects of a company. Ultimately, alongside numerous other touchpoints, a logo is one piece in an ecosystem of a brand’s whole identity and expression.