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Brands

The team worked on more than 200 identity concepts, and in the end, the logo hid its message in the negative space.

FedEx: When the name shortened itself... and the logo hid its message in the negative space. If you look at the FedEx logo quickly, you'll probably just see a name written in two colors. No airplane, no delivery truck, no [...]

Yamen HusamSeptember 15, 20267 min read

Brands

From Dunkin’ Donuts to Dunkin’, a strong brand can evolve its name without losing its identity.

A brand starts with a name that tells people what its product is, and it succeeds when the name itself becomes the definition. Or, more clearly: In the beginning, your name explains what you sell, and when the brand succeeds... your name alone explains who you are.

HusamSeptember 7, 20263 min read