Most of the time when a client comes calling for a logo, we tell them they don’t need one.

It’s not because logos take a while to develop. It’s more that asking for a logo before you’ve defined your brand’s values, before you’ve identified your audience and adopted a strategy to reach them, before you’ve thought about the way you’re going to telegraph these abstract ideas into experiences just makes no kind of sense. 

Sometimes, though, we just bang out a logo.