Why we start every brand with a single sentence
Before logos, colours or type, we write one sentence the whole company agrees with. Here is how we get there.
Written by
Noor van Aalst
Topic
Process
Reading time
5 min read
Published
The sentence comes first
Every project starts with a workshop where we write one plain sentence about what the company does and why it matters. No adjectives, no slogans. If the founders cannot agree on it, no logo will fix that.
We have run this workshop more than a hundred times. It usually takes two hours and three pots of coffee.
What happens next
Once the sentence is agreed, every design decision gets tested against it. Does this colour say what the sentence says? Does this typeface? It makes reviews much shorter.
We print the sentence and pin it above the desk for the rest of the project.
