Project Description

SIMPLE IS HARDER – Design & Usability

Your logo is a visual extension of your brand, it sets the tone of your visual identity and establishes any expectation from your behaviour. Like clothes, your logo should start generating a perception for your business personality.

Your brand already exists, the only decision you make is whether to curate it and take charge of it. If you leave it to manage itself, you run the risk of your brand becoming fractured and broken, which in turn will create this as the impression of your organisation.

Graphics, like clothes, are your wrapping, your packaging. The create the first impression, and set expectations.

Why is “simple harder”? To make something simple you need to distill it down to it’s essence, it takes time and patience. Usability is the summary of a story, it’s about finding the smart paths, the simple paths, the paths that the user defines, not the ones we assign them to.



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