Why I start every identity with the bag
A logo on a white page tells you very little. A logo on the thing people carry home tells you almost everything.
Date
Written by
Noa Varga
Journal
Short notes on design, pricing and working with small brands.
When a new client asks for a logo, I ask what their customers carry out of the door. For a bakery it is a bag. For a roaster it is a bag and a cup. For an app it is the icon on a home screen.
The smallest place first
I design the mark at the size it will live most of its life: a 2 cm sticker, a 32 px icon. If it works there, it will work on a shop window. The other way round almost never holds.
It also keeps the first meeting concrete. A bag on the table is easier to talk about than a mood board.