A logo alone isn’t a brand. Learn how consistent visual identity builds recognition, trust, and credibility across every customer touchpoint.

I tested ChatGPT on a real client logo brief. The results weren’t great. Here’s why AI still isn’t a substitute for thoughtful design.

A simple UK sign shows how inconsistent visual rules undermine clarity. A practical look at coherence in brand identity and design systems.

What Comic Sans can teach us about generative AI, misuse, and why judgment and context still matter more than the tools themselves.

A reflection on finishing Elf Assembly under time pressure, making compromises, and deciding when the work was ready to launch.

A reflective look at the design process behind Elf Assembly, from early ideas and wrong turns to the decisions that shaped the final brand.

Why choosing the right name for Elf Assembly mattered, and how that decision shaped the tone, credibility, and direction of the whole project.

A reflective look at why I created Elf Assembly, the constraints I set, and how a fictional brand became a serious design exercise.

Much of logo design happens at a scale most people never see. This post reflects on judgement, craft, and the quiet decisions that shape strong marks.