If brand identity is the personality of a company, a logo is its face. It must be recognizable and distinctive. The more memorable the logo, the more effective and efficient the company’s advertising and messaging.

A logo distills a brand down to its essence through three main components: shape, color, and motif. Each element must be thoughtfully considered. Orange or red might suit an “energetic” brand, but if the market’s flooded with them… time to be creative.

A great logo should be timeless. We believe that one measure of a logo is how long it lasts. Trends come and go, but great design endures.

How does a company update its logo? Gingerly. Well-considered refinements can make a logo forward-thinking and fresh, but changing it too drastically can break a brand. We’ve helped many clients reimagine their logos and reconsider what their logos can do. Have a look at our work for Bourbon Blog, UpSwing Health, and Kinfo for just some examples.