We be­lieve that the essence of a good logo is a clear mes­sage, and sim­ple form — ex­pres­sive, but also uni­ver­sal enough to be able to be used for var­i­ous ma­te­ri­als and el­e­ments of iden­ti­fi­ca­tion. Logo “tells” the sto­ry of the brand — it does so in a trans­par­ent, firm way, with­out un­nec­es­sary frills and ex­cess of colours. For this rea­son, we be­lieve that al­though co­or­di­nat­ed colours are an im­por­tant part of the iden­ti­fi­ca­tion, the strength of good de­sign lies in its shape, which should also be able to de­fend it­self in monochrome. Be­low — se­lect­ed ex­am­ples of lo­gos & lo­go­types de­signed over the years.