Problem: Logo designs are too complex, using too many colours with far-fetched ideas to describe the business rather than identify—business owners designing for themselves rather than their audience.
Vision: Provide people with a common sense of purpose and identity.
Mission: To create symbols of meaning to support brands making a difference in our lives and reflect the kind of world we want to live in.
Principles: Customer obsession, simplicity (less is more), quality over quantity, problem-solving, attention to detail and nuances, long-term thinking, saying no, never settle for anything less than excellence.
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