88. The Sign of a Promise

Strategy plays a vital role in identity design. Business strategy, marketing strategy, and communications strategy not only direct identity work, they often inspire it. A great logo embodies the spirit of the strategic brand promise. The type of business or name can be helpful threads to follow as identity designers work to express what makes the company unique.


Umbra Ltd.
42ink Design
Paul Rowan, Kirstin Thomas, Chris Barnes

L’Abbaye College
Richard Boynton, Scott Thares, Dan Mackaman
Simon & Goetz Design
GmbH & Co. KG
Dörte Fischer, Julia Brett, Heiko Winter
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