Things we don't like: Logos

Here's a fun story:
We never begin our visual brand identity with logo designs. We love to create a holistic concept. And in these concepts we find that a system itself should be the focus, not a symbol or a word-icon-combination. In this case our client Sebastian Müller asked us to create a fantasy like word that represents his complex, artsy copy writing. When we first met Sebastian we got the feeling that he is shy and introvert. We know how hard the writing business is, so we felt that his ID should be a beakon of aspiration that helps him get out there, and really be what he has in mind. Instead of creating the fantasy like brand identity that he could hide behind we called his business: "Sebastin Müller creates communication concepts for film, art, and culture" — it is what it is, a 100%. And in all this length we let go of creating a logo. This is what we have.

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