Kelly Ríos

finished the bakery identity today.

the logo is a wheat sheaf that also reads as a hand kneading dough. took me 40 sketches to find and 2 minutes to explain in the meeting.

that's usually the ratio.

brand systems fail the moment the founder is no longer the one applying them. everything else — the type, the color, the grid — is downstream of that one problem.

logos are 5% of a brand. the other 95% is what happens when the logo isn't in the room.

the number of times i've been asked to "make the logo bigger" and the number of times the actual issue was hierarchy elsewhere on the page: identical.

brand deck delivered. client's first question: "can we see it in purple." i now have a purple version. it is worse. we will not be using it. this is the process.