When possible, my family and I try to escape the unbearable Texas summer heat by heading north, seeking cooler climates and higher elevations. A few years ago, while traveling through Utah, Wyoming, and Montana, we stopped at a charming coffee shop in Salt Lake City, 3 Cups, for scones and morning coffee. I also stumbled upon a dilemma when my teenage son took an interest in a trendy cap from the shop’s merchandise shelf. I bought the hat for him as a surprise, yet as we drove, he confided his hesitations— it resembled the iconic cap worn by Chance the Rapper, a style he wasn’t sure he could pull off.
As a branding professional, this moment had me thinking about the power of symbols and how a simple number—like the “3” on both Chance the Rapper’s hat and the coffee shop’s logo—can transcend cultural and demographic boundaries. It’s fascinating how this design appeals to vastly different audiences. It made me reflect on how certain designs can carry meaning across various contexts, blending simplicity with universal appeal.
Upon returning to work, I shared these musings with my design team, and we debated whether the coffee shop intentionally mirrored Chance’s branding. Whether by coincidence or design, the power of a well-executed symbol stands out. My son was attracted to the logo, but one of the brands was stronger and clearer in its messaging. The conflict he felt wasn’t with the logo; it was with the brand, all that the logo represented.
A sharp, well-designed logo is a powerful part of brand identity. It catches attention and draws people toward it. But it is only one aspect of a brand, not its entirety. A successful brand communicates meaning and purpose. It tells a story, conjures a feeling, and communicates a culture. Good design matters. Well-designed logos matter. But your brand is more than a logo.
Social Conversations
What we’ve been talking about this month
Creative Pulse
What we’ve seen in the world
Rory on ’10 Rules for Alchemy’: Rory Sutherland, Ogilvy’s Vice Chairman and a TED Talk icon, shares his top 10 rules for business and life. Pulling the main points from his book Alchemy, he shows how ideas that don’t make sense can lead to breakthrough success. It’s a reminder to embrace the unconventional and rethink what’s possible.
Full Starflyer 59 ‘Lust for Gold’ album: This guy, Jason Martin, has released 17 full studio albums over the last 30 years – from the garage studio behind his house. He runs his (late) father’s trucking company in Riverside, California and now…his son drums on his albums. This latest album feels like a journey through both nostalgia and new sonic landscapes. It’s a perfect example of how the band continues to evolve while staying true to their unique sound. 30 years of practice pays off in the new record, ‘Lust for Gold.’
The Cult of Done is all about embracing action over perfection. It promotes the idea that waiting for something to be flawless often leads to inaction, so instead, just finish the task at hand. It’s a mindset that values momentum and learning through doing, rather than getting stuck in endless revisions or overthinking.
Dredged Up
Inspirational muses for the right brain
This special edition of Fahrenheit 451 requires exposure to fire to read it.
The case study on Campbell’s rebrand by Tucker Duckworth.
This woman shatters the speed record for the Appalachian Trail.
Ideas propel how we live and work. Consider this newsletter a free grab bag of them, specifically selected to help fuel your business and your life. Feel free to share this free newsletter with anyone you think might benefit or enjoy the content.
Thanks, and see you next month!
