“When we look at a well-known logo, what we perceive isn’t just a word or an image or an abstract form, but a world of associations that have accrued over time. As a result, people forget that a brand new logo seldom means a thing. It is an empty vessel awaiting the meaning that will be poured into it by history and experience. The best thing a designer can do
Core values cards originally designed as a promotional piece for use with the book Gluten Free Soul Pilot and presented at the 2019 Dent Conference. Drawing inspiration from vintage airline playing cards and Pan Am’s visual identity that today is synonymous with the jet age, I designed each suit in this standard, 54-card deck to represent one of the four fundamental forces of flight: Lift (knowledge), weight (strength), drag (wisdom),