The brand represents the logo.
Identities and logos are starting points. They derive their meanings from associations with a company’s brand, product, messaging, customer service, website usability, stock price… Below is a sampling of identity starting points that I’ve created.
Identities
When I began designing logos, almost 20 years ago, I read somewhere that “a good logo can be drawn in the sand with your finger.” This proverb of simplicity still guides me today.
Logos shown above:
Chicago Creative Club: advertising awards (upper-left) / USAA: MLB inspired (upper-right)
Machete: e-commerce incubator (middle-left) / Pabrai: investment funds (middle-right)
FSIG: military food services (bottom-left) / Laura B. Folkes: holistic health coach (bottom-right)
Date
2000 to 2016
Responsibilities
Strategy, Design, Creative Direction