Identity is not a logo

People never fall in love with logos. They fall in love with what a brand consistently makes them feel — and the mark simply becomes the shortcut to that feeling.

This is why redesigns so often disappoint. The mark changes, the behaviour does not, and the audience registers nothing but noise.

An identity is a set of decisions that repeat: how you photograph, how you speak, what you refuse to do, what you keep even when it is inconvenient.

Design the behaviour first. The mark will have something to stand for.

Your brand isn't what you say. It's what people remember.