Logo. Why?

Lately our creative bureau has give the concept of a Logo a deep thought. We have worked with many designers, and a classical approach is to form a brand identity by starting to create a logo.
We would like to think that a brand identity is like a organism, and the logo is one organ. The whole organism can't really form solely around one organ. And we also like to not make the logo the heart or the brain in general. Sometimes it can just be a kidney. Which also means that it looses it's main significance and presence. ... And to be bold: What if a brand doesn't need a logo at all? What if you can make the organism work without it? Think about it.

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