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Top 10 Bad Logos: Avoid These Logo Design Mistakes

Top 10 Bad Logos: Avoid These Logo Design Mistakes

A company's logo is often their first impression on potential customers. A good logo is visually appealing, memorable, and effectively communicates the company's brand. However, designing an effective logo is more complicated than it looks. Many logos fall flat, fail to convey the desired image, or even send the wrong message entirely.

In this blog post, we'll look at ten prime examples of logo design gone wrong. These real-world logos demonstrate some of the most common pitfalls designers should avoid at all costs. We'll explain why these logos miss the mark, from overly complex concepts to inappropriate imagery.

You can refine your logo design skills by learning from these branding blunders. A great logo can build brand recognition, trust, and loyalty. But a poorly executed logo can do just the opposite. Before you start any new logo design project, take some lessons from these top 10 logo design fails. Avoid making these same mistakes to create a logo your company can be proud of.

The Anatomy of a Bad Logo

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Before we explore the top 10 bad logos, let's take a moment to understand what makes a logo bad. Here are some critical factors to consider:

1 – Lack of Simplicity

One of the fundamental principles of logo design is simplicity. A bad logo often tries to incorporate too many elements, making it cluttered and challenging to understand. Simple logos are more memorable and versatile. They convey the essence of a brand without unnecessary complexity. An effective logo can communicate the right message with just a few design elements.

2 – Poor Colour Choices

Colours have a profound psychological impact on viewers. A bad logo may use jarring or inappropriate colour combinations that evoke negative emotions. Choosing the right colours is crucial for conveying the right message and reinforcing brand identity. The colours should complement each other and align with the brand's personality. Vibrant colours may work for some brands, while others need a more subtle palette. Using the wrong colours can undermine the logo's ability to connect with the audience.

3 – Ineffective Typography

Typography plays a pivotal role in logo design. A bad logo may use unreadable fonts or fail to create a harmonious typographic composition. The choice of fonts should align with the brand's identity and style. Typography can express qualities like elegance, strength, or friendliness. It can make a logo look dated if stylistically inconsistent with the brand. Carefully selecting the font, size, alignment, spacing, and arrangement is critical to effective logo typography.

4 – Irrelevance

A logo should reflect the essence of the brand it represents. When a logo lacks relevance or fails to connect with the brand's identity, it's a design disaster waiting to happen. An irrelevant logo conveys the wrong message and gets forgotten quickly. It does not tell a cohesive story about the brand. A logo should encapsulate a brand's vision, personality, offerings and values. Abstract shapes may work for some symbols, but others need recognisable imagery communicating the brand's niche.

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5 – Lack of Versatility

A logo should work well in various applications, from business cards to billboards. A bad logo may lose its impact when scaled down or placed on different backgrounds. Versatility is critical to a logo's success. An adaptable logo maintains its visual integrity across multiple contexts. It should look equally effective on a website, product packaging or app icon. A logo stuck in one medium fails to build lasting brand recognition.

Now that we've covered the basics, let's delve into the top 10 bad logos, dissecting what went wrong with each one and why it failed to achieve its intended purpose.

The Top 10 Bad Logos

1 – Tropicana

Tropicana Logo 2009

Tropicana's decision to revamp its logo in 2009 sparked a significant controversy among the branding and marketing community and consumers. The introduction of the new logo was met with a barrage of criticism and disappointment. This redesign marked a pivotal moment in the brand's history as it veered away from its iconic and instantly recognisable image – the orange with a straw.

One of the most notable aspects of the criticism surrounding this logo change was removing the beloved orange and straw image. This image had been synonymous with Tropicana's fresh and natural brand identity for years. Its absence left many consumers puzzled, as if a part of the brand's essence had been discarded. This change was akin to severing the emotional connection that customers had developed with the brand over time.

Tropicana Rebrand Fail

The simplicity that had defined Tropicana's original logo was also a casualty of the redesign. The new logo, in contrast, seemed overly complex and lacked the clean, straightforward aesthetic that consumers had come to associate with the brand. This shift in design direction blurred the brand's message and made it less approachable.

Furthermore, the emotional resonance that the original logo had cultivated over the years was conspicuously absent from the new design. The iconic orange with a straw had the power to evoke feelings of freshness, nostalgia, and the simple pleasure of sipping a glass of Tropicana orange juice. In contrast, the new logo failed to capture the same emotional depth. It left consumers disconnected and searching for the familiar warmth and comfort that the old logo had provided.

In conclusion, Tropicana's 2009 logo redesign became a case study of how altering a brand's visual identity can have profound consequences. The removal of the iconic orange with a straw, the loss of simplicity, and the failure to maintain an emotional connection with the audience all contributed to the widespread criticism of this logo redesign. When considering significant visual rebranding efforts, it is a valuable lesson in preserving a brand's essence and emotional resonance.

2 – London 2012 Olympics

Expensive Logo Design Olympics 2012 Longon

The London 2012 Olympics logo generated significant controversy due to its abstract and seemingly disjointed design. This bold departure from the more traditional and iconic Olympic symbols of the past immediately sparked discussions and debates among critics and the general public alike.

One primary criticism of the London 2012 logo was its perceived lack of elegance and symbolism, traditionally associated with the Olympic Games. Unlike previous logos that often incorporated elements like Olympic rings, national flags, or historical references, the London 2012 emblem took a radically different approach. Its design, featuring jagged, abstract shapes and bright colours, seemed disconnected from the conventional Olympic imagery that people had come to expect.

Furthermore, critics argued that the logo failed to convey the grandeur and rich tradition of the Olympics. The Olympic Games represent a global celebration of athleticism, unity, and peace; symbols from previous Games have successfully captured these values. However, the London 2012 emblem, with its unconventional design, left some feeling that it missed an opportunity to reflect these core Olympic ideals.

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The controversy surrounding the London 2012 Olympics logo highlighted the challenges and risks of redesigning a symbol with immense cultural and historical significance. While some appreciated the logo's attempt to break from convention and be bold and modern, others found it unsettling and felt it diverged too far from the established Olympic brand.

Ultimately, the London 2012 Olympics logo became a subject of intense debate and discussion, illustrating the power and importance of visual branding in representing the essence of an event as prestigious as the Olympic Games. It serves as a reminder that when designing a logo for a globally recognised and cherished event, striking a balance between innovation and tradition is crucial to ensuring the emblem resonates with a diverse and passionate audience.

3 – Gap

Gap Poor Logo Fail

In 2010, Gap embarked on a bold endeavour to update its iconic logo, a decision that would ultimately prove to be a fleeting experiment. The intention behind this logo metamorphosis was to infuse the brand with a fresh and modern identity, keeping pace with the ever-evolving landscape of fashion and retail.

However, the redesigned logo was met with swift and vehement backlash from Gap's devoted customer base. The new emblem, characterised by its stark simplicity, failed to strike a chord with the individuals loyal to Gap for years. Instead of eliciting excitement and enthusiasm, the abrupt shift in branding left many feeling bewildered and alienated.

The significance of a brand's logo cannot be overstated. It serves as a visual representation of the brand's essence, values, and identity. Over the years, Gap's logo has become an integral part of its image, ingrained in the minds of consumers as a symbol of reliability and classic American style. Thus, any deviation from the familiar logo was bound to be met with scrutiny.

The essence of a successful logo redesign lies in striking a delicate balance between innovation and continuity. In Gap's case, the abrupt shift was too radical, severing customers' emotional connection with the brand. It failed to convey a sense of evolution while still honouring its heritage.

Moreover, the rushed nature of the logo change exacerbated the situation. Gap introduced the new logo in just one week, sparking adverse reactions on social media and in the press. The speed of this change allowed little room for the brand to engage in a meaningful dialogue with its customers, and it appeared as though the decision had been made without considering their input.

In hindsight, Gap's logo redesign of 2010 serves as a valuable lesson in the world of branding and marketing. It underscores the importance of understanding consumers' emotional bond with a brand's visual identity. It also highlights the need for careful planning, market research, and communication when making such a significant change.

Ultimately, Gap's brief encounter with the new logo in 2010 serves as a reminder that successful branding is an art that requires a deep understanding of the brand's essence and the expectations of its audience. The journey should be embarked upon with caution and consideration, as the repercussions of a misstep can reverberate throughout a brand's history.

4 – Pepsi

Pepsi Logo Design

Pepsi's decision to redesign a logo in 2008 stirred controversy within the branding and design community. The substantial cost of this undertaking and the relatively subtle alterations to the iconic logo left many scratching their heads and prompted a significant debate.

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At the heart of the matter was whether such a substantial financial investment was warranted for what appeared to be a minor visual adjustment. The redesign, in the eyes of critics, brought about only marginal improvements in the overall aesthetics and messaging of the Pepsi brand.

One of the primary arguments against the 2008 logo redesign was the perception of cost-effectiveness. Some industry observers couldn't help but wonder if the significant expenditure on this project was justified when the changes to the logo were relatively minimal. The new design retained the essence of the familiar Pepsi globe, with only slight modifications to the shape and orientation of the world and the typography used for the brand name. While undoubtedly refined, these alterations did not represent a revolutionary brand identity shift.

Additionally, critics questioned whether the redesign effectively communicated a fresh and compelling message about the brand. Logos are not merely visual symbols but a crucial component of a brand's narrative. In the case of Pepsi, the decision to overhaul the logo raised expectations for a transformative change that would resonate with consumers and reflect the brand's evolution. However, the subtle nature of the redesign left some feeling that it needed to articulate a compelling new narrative or positioning for the brand.

In branding and design, the value of a logo goes beyond its appearance; it encapsulates the essence of a brand's identity and its connection with consumers. In the case of Pepsi's 2008 logo redesign, the debate ultimately revolved around whether the substantial investment in the redesign was justifiable in light of the relatively minor changes made and the perceived lack of a clear, innovative message. This episode is a valuable lesson for businesses considering logo redesigns, highlighting the importance of balancing cost, visual impact, and brand narrative to ensure a successful and meaningful transformation.

5 – Yahoo!

Yahoo Logo 2013

Yahoo's attempt at a logo redesign in 2013 fell short of expectations and failed to encapsulate the true spirit of a contemporary tech company. Instead of ushering in a new era, it left many users pining for the familiarity of the old logo. This redesign, in retrospect, could have done better by a wide margin as it did not resonate with the time's dynamic and ever-evolving tech landscape.

The 2013 Yahoo logo redesign represented a significant moment in the company's history. Yahoo, once a dominant player in the early days of the internet, was struggling to regain its relevance amidst fierce competition from emerging tech giants like Google and Facebook. As part of their efforts to rejuvenate the brand, Yahoo decided to rebrand itself visually by introducing a new logo.

However, the outcome was met with mixed reactions. Instead of embodying the cutting-edge innovation expected from a tech company, the new logo appeared uninspired and lacking in originality. It didn't effectively communicate Yahoo's ability to keep pace with the rapidly changing tech industry. Users, accustomed to the iconic Yahoo logo that had been with them for nearly two decades, needed help to connect with this new, unfamiliar design.

One of the critical issues with the 2013 logo redesign was its failure to capture the essence of a modern tech company. The chosen font and design elements lacked the futuristic, forward-thinking vibe that was becoming synonymous with successful tech brands. This oversight was particularly glaring in an era where aesthetics was pivotal in conveying a company's ethos and aspirations.

Moreover, the redesign didn't align with Yahoo's evolution as a tech company. Yahoo was not just a search engine anymore; it had ventured into various other tech-related fields, such as mobile apps, content creation, and advertising. The new logo did little to reflect this diversification and adaptability, leaving Yahoo appearing stagnant in a fast-paced industry.

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In contrast, several of Yahoo's competitors successfully refreshed their logos during the same period, effectively communicating their evolution and relevance. This made Yahoo's misstep all the more noticeable.

6 – Microsoft Bing

Bing Logo 2009 2013

Microsoft has long been associated with a less-than-stellar reputation in logo design. One notable instance that exemplifies this perception is the creation of the Microsoft Bing logo in 2009. This event earned it the dubious distinction of having the “worst-designed logo of 2009.” The issue's root lay in the design process, precisely the challenge of horizontally scaling the logo, resulting in peculiar shapes widely regarded as unattractive and unflattering.

The design journey of the Microsoft Bing logo in 2009 was marked by several shortcomings, ultimately leading to its unfavourable reception. To delve deeper into this, it's crucial to understand the context in which this logo was crafted. As a technology giant, Microsoft had previously faced criticism for its design choices, which had been perceived as lacklustre or uninspiring compared to its competitors. This pre-existing reputation pressured the Bing logo's design team to make a statement and reshape Microsoft's image in search engines and online services.

However, in their attempt to break free from their past design constraints, the designers grappled with the demanding task of horizontally scaling the logo. This scaling process involved altering the logo's dimensions to fit various display sizes and contexts. Unfortunately, this is where the troubles began. The horizontal scaling resulted in distorted and awkward shapes that failed to resonate with viewers. The logo's aesthetic appeal was compromised, and it failed to effectively convey the message of a modern, innovative, and user-friendly search engine.

The problem with the peculiar shapes that emerged from this scaling process was twofold. Firstly, they lacked the visual harmony and coherence typically expected from a well-designed logo. Instead of conveying a sense of professionalism and trustworthiness, the logo appeared disjointed and amateurish. Secondly, the shapes failed to align with the principles of effective branding, as they did not establish a clear and memorable brand identity for Microsoft Bing.

Branding logos visually represent a company's ethos, values, and offerings. They are the cornerstone of brand recognition and are pivotal in shaping consumer perceptions. In the case of Microsoft Bing's logo in 2009, the design missteps hindered its ability to fulfil this critical role effectively. Instead of instilling confidence and trust in users, it inadvertently created scepticism and disappointment.

7 – Verizon

Verizon Logo Design

Verizon, a prominent player in the telecommunications industry, recently underwent a logo redesign that has sparked much discussion and even some mockery, notably from John Legere, the CEO of T-Mobile. While the font choice in their new logo exudes a sense of sleekness and clarity, the overall design falls short of expectations, leaving many underwhelmed.

One of the most noticeable changes in the redesign is the removal of the iconic large red ‘Z', a memorable and defining element of their original logo. In its place, Verizon opted for a checkmark symbol. This decision has raised eyebrows within the branding and design community for several reasons.

Firstly, substituting the ‘Z' with a checkmark symbol has been met with a mixed reception. While the checkmark is often associated with confirmation and affirmation, its juxtaposition with red creates an exciting and somewhat contradictory dynamic. Red is commonly interpreted as a signal for “stop” or “no,” while a checkmark typically signifies approval or a positive response. This juxtaposition of colour and symbol could confuse consumers and send mixed signals about the brand's messaging.

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Furthermore, the change has removed a distinctive and recognisable element that sets Verizon apart from its competitors. The large red ‘Z' was a symbol of the brand and a visual representation of the company's name. It was a design element that consumers could quickly identify with and associate with Verizon. By replacing it with a checkmark, the brand risks losing some of its identity and failing to stand out in a crowded telecommunications market.

8 – Ugg

Ugg Logo

Ugg, a prominent brand known for its outdoorswear and high-fashion products, faces the crucial task of revitalising its ageing logo. The current emblem, reminiscent of the Australian outback, undeniably pays homage to the brand's rustic origins. However, Ugg has undergone a significant evolution, shifting its focus from catering primarily to ranchers to capturing the attention of a more fashion-conscious and diverse clientele.

Preserving a connection to its outback heritage in the font choice is wise, as it can help maintain a sense of continuity and authenticity within the brand. However, Ugg must embrace a more contemporary typographic approach to propel its logo firmly into the 21st century.

One of the primary reasons for this logo makeover is to accurately reflect the brand's transformation. Ugg is no longer just a rugged boot for the countryside; it has seamlessly integrated into the fashion world. Therefore, the logo must adapt to this new identity while paying homage to its roots.

A modern typography choice for the logo can accomplish several essential objectives. First and foremost, it can convey a sense of sophistication and style, aligning perfectly with Ugg's high-fashion aspirations. A sleek and elegant typeface can capture the essence of luxury and exclusivity, enticing fashion-conscious consumers seeking quality and aesthetics.

Furthermore, modern typography can enhance the logo's versatility. As Ugg diversifies its product range and enters different segments of the fashion industry, a flexible logo that adapts to various contexts becomes indispensable. A well-designed, contemporary font can be easily scaled, adapted, and applied across multiple media, from shoeboxes to digital advertisements.

Another crucial aspect to consider is the logo's global appeal. Ugg has a significant international presence, and a contemporary typographic approach can ensure that the brand transcends cultural and linguistic boundaries. It can effectively communicate the brand's essence to a diverse global audience, strengthening its position in the competitive fashion market.

9 – Kraft Foods

Kraft Foods Logo 20092

When examining the Kraft Foods logo, it becomes evident that the company's intention to convey a sense of vibrancy and cheerfulness might have inadvertently led to an overly complex and potentially confusing design. One of the primary issues with the logo is the excessive use of colours, which can overwhelm and confound viewers. In essence, the colour palette employed in the Kraft Foods logo can be described as chaotic and disorganised, ultimately undermining the logo's effectiveness.

The choice of numerous colours in the logo is a well-intentioned effort to capture the diverse range of products and flavours that Kraft Foods offers. However, it's crucial to remember that effective logo design hinges on balance and clarity. A mishmash of colours, in this case, may not effectively communicate the company's message or values. Instead, it might create confusion and dilute the brand's identity.

Moreover, the overall aesthetic of the Kraft Foods logo leans towards a carnival-like atmosphere. While this might be suitable for particular industries or events, it may not align with the brand's objectives, primarily if it seeks to be perceived as a serious and reliable provider of food products. A carnival-like appearance can inadvertently send mixed signals about the company's professionalism and the quality of its products.

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A more strategic approach to colour selection and design composition is required to address these issues and enhance the Kraft Foods logo. Simplifying the colour palette while retaining brightness and cheerfulness can help create a more cohesive and memorable visual identity. Furthermore, a cleaner and more professional design can establish a stronger brand image, instilling confidence in consumers and stakeholders.

10 – Sherwin-Williams

Sherwin Williams Logo Design

The Sherwin-Williams logo has long symbolised the company's commitment to providing high-quality paints and coatings. However, in recent years, this iconic emblem has come under intense scrutiny due to its perceived insensitivity in the face of pressing global issues, particularly climate change.

In an era where climate change ranks as one of the world's most urgent crises, the Sherwin-Williams logo is a poignant example of a company branding failure that was seemingly not carefully thought through. At first glance, the logo depicts a simple yet striking image: a paint-covered globe drenched in a sea of paint, with a paintbrush in the globe's hand. While this imagery may have once symbolised the company's global reach and expertise in the paint industry, it has increasingly raised eyebrows for its lack of environmental consciousness.

The heart of the controversy lies in the fact that the logo disregards the environmental impact of the paint industry. Paints, traditionally made with volatile organic compounds (VOCs) and other harmful chemicals, have been recognised as contributors to air and water pollution. As the world grapples with the consequences of climate change, such as extreme weather events, rising sea levels, and ecosystem degradation, many consumers and environmental advocates have called into question the responsibility of companies like Sherwin-Williams to address these concerns.

Critics argue that the logo, with its globe drenched in paint, unwittingly reinforces the perception that the company is indifferent to environmental issues. It glorifies the idea of covering the planet in a thick coat of paint, which clashes with the growing global awareness of the need for eco-friendly, sustainable practices in every industry.

Furthermore, social media and online forums have amplified the criticism, leading to calls for Sherwin-Williams to reconsider its logo and embrace a more environmentally conscious image. In an age where corporate social responsibility and sustainability are paramount, the Sherwin-Williams logo controversy is a stark reminder that companies must be acutely aware of their logos' messages and how they align with contemporary societal values.

Lessons from Bad Logos

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Analysing poorly designed logos can offer valuable insights for logo designers and businesses. These lessons delve deep into crafting an effective logo representing a brand and leaving a lasting impression.

  1. The Power of Simplicity: One of the most fundamental principles in logo design is simplicity. Complex logos often lead to confusion and fail to communicate the brand's essence effectively. A great logo should be instantly understandable. It should convey its message at a glance, making it memorable and recognisable even in a crowded marketplace. Simplicity is the cornerstone upon which strong brand identities are built.
  2. Understanding Color Psychology: Choosing colours in a logo is far from arbitrary. Each shade carries a unique set of psychological associations and emotions. Logo designers must deeply understand colour psychology and use this knowledge to evoke the desired emotions in the target audience. The colours chosen should not only align with the brand's personality but also resonate with the feelings the brand seeks to elicit in its customers.
  3. Typography's Critical Role: Typography plays a pivotal role in logo design. The typeface selected can profoundly impact how a brand is perceived. Different fonts convey different emotions and styles. For instance, a bold and modern font might suit a technology company, while a flowing script font could work well for a luxury brand. The typography should harmonise with the brand's identity and the message it aims to convey. A well-chosen font can enhance the logo's impact and contribute significantly to brand recognition.
  4. Staying True to Brand Identity: A logo should represent a brand's identity and values faithfully. Deviating from the core message and values of the brand can lead to confusion and disconnect with the audience. A logo should encapsulate the brand's essence, telling its unique story and reflecting its core values. Consistency in branding is essential for building trust and loyalty among customers.
  5. The Importance of Versatility: A versatile logo can adapt to various contexts and sizes without losing its visual impact. It should look just as impressive on a tiny business card as on a giant billboard. A logo's adaptability ensures it remains effective in diverse applications, from digital platforms to physical merchandise. Designers must consider how the logo will appear in different scenarios and ensure it retains its clarity and impact regardless of the medium.
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Frequently Asked Questions (FAQs)

What makes a logo bad?

Complexity, poor colour choices, ineffective typography, irrelevance to the brand, and a lack of versatility often characterise a terrible logo. It fails to communicate the brand's message effectively.

Can a lousy logo be fixed?

Yes, a bad logo can be redesigned and improved. Many brands have successfully rebranded themselves with a better logo. However, it's essential to consider the reasons behind the logo's failure before attempting a redesign.

How do I choose the right colours for my logo?

Choosing the right colours involves understanding colour psychology and how different colours evoke emotions and perceptions. Consider your brand's personality and the message you want to convey when selecting colours.

Is a simple logo better than a complex one?

In most cases, simplicity is better. A simple logo is easier to recognise and remember. It leaves a lasting impression on your audience and is more adaptable across various mediums.

What role does typography play in logo design?

Typography plays a pivotal role in conveying your brand's personality and message. The right font choice can enhance the logo's impact and increase brand recognition.

Conclusion

In the realm of branding, the significance of a logo cannot be emphasised enough. Throughout this article, we have delved into the top 10 examples of poorly executed logos, each serving as a vivid cautionary tale. These emblematic missteps illuminate the treacherous paths that designers and businesses must navigate in the intricate landscape of logo design.

As we dissected these unfortunate cases, it becomes abundantly clear that avoiding these pitfalls is not just a matter of aesthetics; it's about safeguarding your brand's reputation and longevity. These logos, marred by oversight and misjudgment, teach us valuable lessons that transcend mere visuals. They underscore the profound connection between a logo and a brand's identity, reflecting the essence of its values, mission, and vision.

By conscientiously studying these cautionary examples, we empower ourselves to create logos that resonate deeply with our target audience and endure the tests of time. It's a testament to the enduring power of a well-designed logo, one that communicates a brand's narrative, fosters trust, and leaves an indelible mark in the hearts and minds of consumers.

Ultimately, it's crucial to remember that investing in the meticulous crafting of a logo is, in essence, investing in your brand's future success and recognition. A thoughtfully designed logo is the cornerstone of a brand's identity, an emblem that encapsulates its essence and aspirations. In this dynamic world of branding, where first impressions are lasting, a well-crafted logo is the vanguard of a brand's journey toward excellence.

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Stuart Crawford

Stuart Crawford is an award-winning creative director and brand strategist with over 15 years of experience building memorable and influential brands. As Creative Director at Inkbot Design, a leading branding agency, Stuart oversees all creative projects and ensures each client receives a customised brand strategy and visual identity.

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