It's never just about the logo.

Almost every rebrand I've taken on started as a logo request. The logo feels old, make us a new one. That's never where it ends, because the logo is rarely the real problem.

A few questions in, the conversation moves to what the company actually stands for, who it's for now versus who it was for at the start, and why the current mark stopped fitting. The logo was just the part they could point at. The work is naming the thing underneath it.

I still deliver the logo. But the value is in the clarity that comes before it: a brand that knows what it is. Get that right and the mark almost designs itself. Skip it and you've just redecorated the confusion.