Clean and modern is not a brief

It is the most common request we hear: we want something clean and modern. It sounds clear, but it describes a surface, not a direction. Two brands can both be clean and modern and still feel nothing alike.

What sits underneath

A polished identity is the visible tip of a lot of decisions. Before the final logo there is research, positioning, mood boards, type studies, colour tests, grid systems and plenty of rejected ideas.

Questions that turn taste into strategy

• Who exactly are we trying to attract?
• What should they feel in the first five seconds?
• Which competitors do we want to stand apart from?
• Where will the brand appear most often?

Answer these well and clean and modern stops being a vague wish. It becomes a set of choices you can explain, defend and build on for years.