Your logo is not the problem
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5 min
Nine times out of ten the brief says “new logo” and the problem is the name, the price or the first sentence on the website.
Start with the sentence, not the mark
Almost every brand conversation starts with the logo. It is the thing everyone can see and the thing everyone has an opinion about. It is almost never the thing that is actually costing you customers.
When we audit a brand we look at three things before we look at the mark: what you are called, what you charge and the first sentence on your website. If a stranger cannot tell what you do and for whom in five seconds, a better logo will only make the confusion prettier.
Why week one is a workshop
That is why our first week is a workshop, not a sketchbook. We leave it with the problem written in one sentence. Sometimes that sentence is “the logo is dated”. Usually it is not.