Logos

A logo is the one asset that gets used more than anything else you'll ever build for a business, and it's usually asked to work under the worst conditions of anything you design: one color, one inch, no context. Most of what we're solving for isn't "does this look good." It's "does this still read when it's stitched instead of printed, cut instead of drawn, or shrunk to the size of a thumbnail." A mark that only works at full color and full size isn't finished.

That's why the marks above skew toward simple shapes over intricate ones. Not because simple is trendy, but because a shape survives translation (screen to print, print to embroidery, embroidery to laser-etch) in a way that fine detail never does. Every one of these had to earn its place at every size it would actually get used at, not just the size it was designed at.