A great logo is a compressed argument for a brand. It has to be recognisable at a glance, work in a single colour, and survive being shrunk to a favicon.

Simplicity over cleverness

The marks that endure tend to be the simplest ones. Complexity rarely scales — it muddies on small screens and dies in embroidery.

Designing in systems, not in vacuums

A logo never lives alone. Treat it as the anchor of a small system — primary mark, secondary mark, monogram, and clear-space rules — so it stays consistent wherever it appears.

This is a demo blog post.