Logo Design
Eight years of logos, narrowed to six I'd still sign. A logo is the smallest thing I make and the thing people argue over the longest.
This is a selection, not a system: marks drawn between 2004 and 2012 for various clients, gathered here because they still hold up. Different briefs, different trades, one constraint in common — each had to be recognisable before it was allowed to be clever.
The mark up top belongs to Danger Records.* Past that I'll let the set speak for itself; a logo that needs a paragraph of explanation has already lost the argument.
The rules never really change. A mark has to survive being shrunk to a favicon, faxed in black and white, and embroidered onto something by someone who never saw the brand guidelines. Get it right and it looks inevitable, as though it had always been there. Get it wrong and it just looks like a logo.
A logo has one job: be recognisable at the size of a thumbnail. Everything else is ego.