The Journal · Chicago Brand Studio

Notes on Building
Brands That Last.

Brand strategy, identity systems, and hard-won lessons from 300+ projects — written to help you think more clearly about your own brand. No fluff, no jargon.

Featured · Brand Strategy

Why a Brand Toolbox Beats a Pretty Logo

After seven years running The Colorado Branding Agency and 300+ brands, here's the truth experience taught me: the pretty logo is the least important thing we make. What actually lasts is a toolbox anyone can build with — for the entire life of the business.

By B. McAdamsJune 27, 20265 min read
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