Simplicity eliminates everything that hinders interaction with an audience.

Simplicity eliminates everything that hinders interaction with an audience.

Mission Statement

Vision, Mission, Principles

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.

Brand Identity Design Case Study