Logo – B2B Rebrand Process 4/5

When it comes to the artistic direction for your brand identity, I usually start with the logo⏤the most important visual asset you'll own.

Josiah Jost has designed over 800 logos. We've been collaborating since 2009, and challenged ourselves:

  • What should you know when preparing for a new logo?
  • Can we boil it down to 10 minutes?

⚠️ Warning: vlog goes full Canadian 🦫

Video + comments on LinkedIn


0:25 logo expert intro: Josiah Jost

Logo Exploration

1:03 🇨🇦 The Maple Leaf, a new identity
1:54 🍩 Tim Hortons, logo refresh
2:38 🏒 Vancouver Canucks, logo rebrand

Logo Anatomy

3:37 three types of logos
4:00 typography choices
4:17 colour + contrast

Logo Examples

4:48 mid-size
5:56 scale-up
6:48 personal brand
7:41 studio brand

Working w/ Creatives

8:17 process
8:49 timings

There are many *great* branding studios out there, you'll find one. It's about finding positive chemistry to do the work you are after.

Planning a logo rebrand or refresh? Scale-up or midsize B2B? Maybe it fits our 90 Day Catalyst service. Let's riff? 👋 Filip

Why do you need a logo brief?

If you ask a branding agency, studio, or specialist to turn your business vision into a distinct mark, you'll want to summarise things down to one page to get the right scope.

No PDF or email is perfect for every situation; this guide prioritises the fundamental questions we've stress-tested across all types of brand architecture, mostly in b2b.

Importantly⏤logos should not be created in a vacuum; they need to work in tandem with the other brand assets as the centrepiece.


  • Logo Beginnings by TASCHEN Books 👈 new favourite source for inspiration
  • Lufthansa and Graphic Design 👈 beautiful corporate design manual from 1963
  • 👈 2018 documentary on Canada's branding
  • Logo Design Love 👈 popular guide to logo creation (Josiah features)


Next up

  • Style 5/5 (early 2023)

In the future we'll also cover:

  • logo architecture w/ sub-brands
  • application considerations (digital v physical)
  • logo motion & sound
  • requirements for IP & trademark
Each branding vlog takes me about two months.

Mildly entertaining frameworks to share with your team.