Notes
Thinking about identity, strategy, and making brands matter.
Process
Building a brand that can breathe
A practical look at creating identity systems with enough structure to stay coherent and enough space to evolve.
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Brand Strategy
Your logo is not your brand
Most businesses buy a logo, pick a colour and launch a website, then wonder why they still blend in. The missing piece isn't taste. It's a system.
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Perspective
Consistency compounds
Recognition is repetition. The brands you remember aren't the loudest; they're the most consistent, for the longest. Here's why, and how to stay the course.
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Process
Stop decorating. Start deciding.
Branding isn't about adding more. It's about deciding what stays: the feeling, the one idea, and the position you'll hold when the trends move on.
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Business
People buy the brand before the product
You have about three seconds to look like you belong. The decision to trust you is made before anyone reads your feature list.
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Design Practice
Two typefaces, one colour, more space
Small rules make strong identities. Why discipline with type, colour and white space reads as confidence, and how to write your own rules on one page.
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Perspective
The case for quiet design
Why restraint can make a creative system feel more expressive, not less.
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