Logos rarely matter inside the product. What matters is whether the brand has decided how the product behaves when something goes wrong.
A brand that has not decided on its tone in the empty state, the error message, and the destructive confirmation is not a brand. It is a logo.
The strongest identities I have shipped against had opinions about these moments before they had a full colour system. Tone of voice becomes interaction design the moment a user hits a wall.
A note from a recent project where the second redesign performed worse than the first — and what that taught me about measuring the right thing.
What changes when your user has 90 seconds between rooms and one hand on a tablet — and why "minimal" stops being a style choice.
Generative tools have not replaced the discovery phase. They have collapsed the cost of being wrong, which changes how much you should explore.