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
1:03 🇨🇦 The Maple Leaf, a new identity
1:54 🍩 Tim Hortons, logo refresh
2:38 🏒 Vancouver Canucks, logo rebrand
3:37 three types of logos
4:00 typography choices
4:17 colour + contrast
6:48 personal brand
7:41 studio brand
Working w/ Creatives
There are many *great* branding studios. Find one with the right chemistry.
So, if you're a scale-up or midsize b2b planning a logo rebrand or refresh—let's riff. We might be a match. 👋 Filip
When you ask a branding agency, studio, or specialist to turn your business vision into a logo, 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 six considerations we've stress-tested across all types of brand architecture (mostly in b2b).
⚠️ Logos should not be created in a vacuum; they work in tandem with other brand assets as the centrepiece.