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One of the biggest misconceptions I come across is the belief that a logo has to tell the entire story of a business. I’ve seen it countless times over the course of my career. Founders and business owners asking far too much of a single logo. They want it to

The client sent me a design brief that had clearly come straight out of ChatGPT. It wasn’t bad. In fact, ChatGPT had done exactly what it had been asked to do. It had taken a prompt and turned it into a polished, professional looking brief. The problem was that it wasn’t

One conversation has followed me around for most of my career. It usually starts with a prospective client saying they “just need a logo.” My response tends to sound something like this: “It’s never just a logo.” And I often explain it like this, “If you’re looking for someone to spend as little