(Lost) Found in the Details
summary
Focuses on pragmatic logo work: choosing refreshes over full rebrands, fixing scalability, legibility and accessibility issues, and delivering alternate marks for tiny use (under one inch) so signage and spines work. Shows concrete projects — Mailchimp script update, Philz simplification for metal cutting, Squier/Fender redraws, Carrot/Dupe explorations, a Chatbooks small‑scale mark — and tools/outputs like a logo refresh vs rebrand framework, a logo evaluation handbook, and the 26 Penguin drop caps project.
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chapters (14)
- 0:00Introduction and welcome
- 7:00Why logo refreshes matter
- 12:10Collaboration and specialist roles
- 16:20When to rebrand vs refresh
- 20:25Color and brand equity
- 23:20Avoiding trendy logo mistakes
- 27:46Client goals and brand evaluation
- 32:32Logo evaluation and optical corrections
- 34:22Why attention to detail matters
- 37:31Tools and creative process
- 41:14Presenting to clients and feedback
- 45:04Defending design decisions
- 46:12Simplification and brand identity
- 48:12Dream projects and personal connection
