No. 12 · Logo design & motion · 2022–2026
A logo is the smallest piece of a brand and the one that works hardest. Each of these twenty-three hides one idea you can see once you know where to look. Pick any mark to take it apart.
Hover a mark to watch it being built · click to take it apart
Logos that said the wrong thing. Pick a patient, then drag the line: every symptom gets crossed out as the new logo takes over.
This logo suggests that something "down there" is on fire, uh là là!
Real client. A fire-safety supplier whose old flame sat in the wrong place.
Choose a logo, then an element, to see where the idea lives in the mark.
01 · Online casino · mark & wordmark
Slotstake's mascot is Ace, a fox. His body and tail sweep up into the curve of a spade, so the mascot and the ace of spades are one shape: the fox is the card you want to be dealt.
The wordmark lines up all four suits, taken from the aces of a real deck, and splits them with thin gold bars like the windows of a slot machine. Each suit stops at its own height, as if the reels have just landed. SLOT is set in gold and STAKE in deep navy: the thrill and the trust.
The elements
A logo today lives on screens as much as on paper, so these were made to move: drawn by hand, foiled, blinking, running, roaring.
Luxury brand
Two letters J, one turned upside down, wrap around each other like twins holding hands. The monogram sits inside a ring of its own name, ready to be foiled in gold, embossed, hung on a shop sign or pressed as a seal.
Real estate brokerage
From pencil to ink to foil: the A and the G drawn as one gesture. The leg of the A sweeps up into the G, and the two together stand like an open gate: the door to a new home. Sketched by hand first, then set in deep green and gold.
Online casino
The logo run for Slotstake: Ace the fox races across the gold, leaps, and curls into the spade of the mark. The mascot and the logo are the same shape, so the brand can move.
Casino & betting affiliate
An affiliate guide sends players to the best casinos, so the mark joins the two things a guide needs: a roulette wheel for the game and a compass for the way. Four gold needles point north, south, east and west from the rim, and the golden spade in the centre is the compass needle. In motion the wheel spins and the spade swings round until it points the way; on the website banner and the email header the wheel rolls in behind the headline.
Veterinary clinic
A lowercase m whose two arches are two cats, ears up, eyes open. The full stop is a tablet with its score line: care, said in one letter. In motion the cats blink and look around.
Pet care app
A cloud that is also a puppy: the puffs of the cloud are the head and ears, the nose and mouth sit in the negative space. All your pet's care, in the cloud. In motion the cloud wiggles its ears.
Spicy food
A little red monster with a big appetite breathes fire: the brand is the heat. The stacked italic type leans forward like it is running from the flame. In motion the monster roars and the fire flickers.
Logo design
New marks and redesigns: the concept, the construction, the lock-ups for every use, and an animated version for social and screens.
Next projectCafe →