A book with only one page. Designing brands for new companies.

When I hand you a new logo, you're holding a 500-page book with only the first page. The rest? Blank. And that probably feels wrong. You paid for design, damn it! You want to flip through and see the whole story.

Instead, you get one page with a single, simple mark. "That's it?…"

Here's what you're actually feeling: You're holding something that weighs nothing but needs to carry everything. All you have is a simple shape. A wordmark. A collection of easily drawable lines arranged in a particular way. It feels too light. Too simple. Like someone forgot to finish the job.

But those blank pages aren't missing content—they're potential. Your logo isn't the story. It's the title that will hold all those stories yet to be told together.

The best logos are like the best book titles: simple enough to remember, strong enough to carry meaning, flexible enough to surprise you with what they can contain.

Right now, you're evaluating a book by its first page. But books reveal their value through reading, sharing, and becoming part of people's lives. Your logo will gain weight through use, through repetition, through becoming the symbol people look for.

My job isn't to fill those pages for you. My job is to give you a symbol for a story you haven't told yet.