Why we only let you choose one direction
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4 min
Blending two concepts feels like a safe compromise. It produces a brand that belongs to nobody.
We present two or three directions and we ask you to pick one. Clients often ask whether they can have the colour from A with the type from B. The answer is no, and this is why.
Each direction is an argument
Its colour, type and layout were chosen together to say one thing. Taking parts from two arguments gives you a brand that says nothing in particular, which is usually the brand you came to us to replace.
Picking one is uncomfortable. It is also the most important decision in the project, and it is yours.