How much should a logo say?

Over the years, I’ve had more than one client ask for a logo that communicates everything, sometimes even five or six different concepts at once. And while it’s possible to design that, I don’t think that’s where a logo really shines.

I see a logo less as a tool for communication and more as a tool for identification. It’s not meant to tell the whole story of your company, it’s meant to be a simple mark that people can recognize instantly and feel connected to. The simpler it is, the easier it is to remember and the easier it is to adapt everywhere.

Take futurra, for example. I designed its logo around one simple idea: efficiency. A closed circle represents efficiency. A broken circle represents a broken system. That’s it. Clear, memorable, and flexible across every format.

That’s the kind of simplicity I think logos should aim for, not trying to say everything, but making it easy for people to identify with you.