Identity
Sep 9, 2026
4 min
Your logo is the least important part of your logo
People meet your brand in a hundred places, and the mark shows up in maybe ten of them.
We love drawing logos. It's also the part of a project that changes the least about how a brand feels to the people using it.
Count the touchpoints
Add up where customers actually meet you: emails, invoices, error pages, the side of a van. Then count how many of those are carried by the mark alone. It’s fewer than you think.
Spend where it shows
Type, colour and rhythm do most of the daily work. Get those right and a simple mark can stay simple.
Then draw the logo
It still matters, and we still sweat over it. It just goes on last, once the system knows what it needs from it.