Logos are Dead

Published July 5, 2026

A logo isn’t a strategy. We see many brands obsessing over a symbol while ignoring how they actually talk, feel, or connect. A logo is just the “period” at the end of the sentence. The real work is the sentence itself: your voice, your values, and the experience.

Logos are Dead is an internal project born from a growing frustration with traditional branding. The “logo dynasty” is over. In its place, we are building brands that transcend visual symbols, prioritizing powerful messaging, authentic essence, and meaningful human experiences over simple icons.

Why are logos dead? We’re moving beyond surface-level design to create meaningful brand ecosystems. It’s about strategy, depth, and staying true in a world flooded with generic templates. See our “logo autopsy” to dive deeper into this topic.

The website typography uses four main typefaces: Respira Black, Cormorant Garamond, Times New Roman, and Anton.

The interactive experience “Dangerous Lack of Standards: Everything Is a Logo Now” lets you assign a random font to your entered logo text. The font options for that include Asset, Jacquard 12, Manufacturing Consent, Grand Hotel, DM Serif Text, Oi!, Modak, Borel, Alfa Slab One, Tilt Prism, Workbench, Bungee, Prata, Italiana (all from Google Fonts) plus a couple of system fonts like Courier New, Impact, Apple Chancery, Georgia, Verdana, and Arial.

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FontsInUse

An independent archive of typography.