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Logos
A logo has to work at 16 pixels, in one colour, embroidered, and on a van door. The craft is finding a mark simple enough to survive all of it and specific enough to still mean something.
I really enjoy the process of logo design and consider it one of the most complex aspects of branding, which should nonetheless look effortless and simple in its outcome.
My philosophy with logo design is strictly that simplicity should be prioritised over visual complexity and designer-ego. While flourish can be welcome for particular displays, a logo's basic form should be two tone and work at 16px.
This creates an interesting tension for design, story-telling, brand identity and the challenge of the design.
