06/02/2026
Most people look at a logo and ask:
“Do I like it?”
I’m more interested in asking:
“Why does it work?”
Lately I’ve been fascinated by how brands evolve over time—not just visually, but behaviorally.
Take McDonald’s.
The logos have become simpler over the years, but the brand has only become more recognizable.
My theory is that when trust is established and behavior becomes ingrained, a brand can communicate less—not more.
It’s not trying to convince you anymore.
You already know what to expect.
That’s what makes studying brands so interesting to me. The logo is rarely the whole story.
What brand should I break down next?
