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:
⚠️ Warning: vlog goes full Canadian 🦫
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
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
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.
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