04/09/2026
Truth be told, I think we (as in the brand design industry) are getting way too comfortable with choosing a beautiful font and calling it a logo.
I know there are some absolutely beautiful and well crafted typefaces out there. But I’ve been noticing the same handful of fonts (often from the same foundries) showing up again and again and again in brands recently.
And eventually, even if the brands are wonderfully designed, they all start to feel a little copy paste.
That’s one of the reasons I love drawing lettering specifically for a brand. It gives me the freedom to create something with proportions that are uniquely their own, with quirks and curves and texture and personality… and something that’s not being used by hundreds of other brands.
Your logo should be yours. Not just the prettiest font in the room. Beautiful is lovely (we all want beauty), but distinctive AND beautiful is even better 🫶🏼