Logo Geek

30/09/2026

25/09/2026

The SEED Framework™ is getting there!

The book is written, the workbook is coming together nicely, and I’m going through both with a fine-tooth comb to make sure everything works as it should.

I just recorded a quick video to share with a friend and decided I’d share it here too. You’re mostly my friends anyway. 😄 And if we’re not already, please say hi!

Creating the workbook and thinking more deeply about the step-by-step exercises is forcing me to really test the stages explained in the book. That’s led to some really useful improvements.

I rarely get excited about my own work. I can be very self-critical and usually only really appreciate something a few weeks later, once I’ve become detached from it.

But I genuinely feel like I’m creating something special and useful here.

It’s still a bit rough around the edges, but I hope you can see the care, thought and time I’m putting into it.

I’m launching SEED through Kickstarter, where you can pre-order a deluxe physical copy of the book, along with the supporting workbook I’ve shared here.

Once I reach my initial target, I’ll be adding some fun stretch goals. So if you want a copy, please consider backing it early!

The money isn’t taken until the end of the campaign, so early support really does help. Once the initial goal is reached, I’m planning to add some fun stretch goals, meaning everyone who backs the project will get a little more, making the finished SEED experience even more special.

I’ll be working with a UK-based printer and putting a lot of thought into all the little details. I want opening the finished book to feel like a proper experience, rather than just receiving another Amazon package that’s been thrown into a box.

If SEED sounds like something you, or someone you know, could find useful, take a look:

logogeek.uk/SEED

And if you know someone who’s thinking about starting a business, tag them and help spread the word!

25/09/2026

After 20 years as a designer, I kept seeing the same problem: clients coming to me for a logo before they’d properly developed the foundations of their business. I could help them work through some of that thinking, but I didn’t always feel it was my place when I’d been hired simply to design a logo.

So I decided to focus on helping clients do the thinking before they hired a designer. That thinking became The SEED Framework™: four stages, Spark, Edge, Expression and Destiny, covering the foundations that need to be considered before a logo, name or website.

I developed SEED into a book and workbook that I could give to clients, and that other designers can use to help their clients arrive at the design process with a much clearer idea of what they’re building and why. It’s launching through Kickstarter, with a deluxe signed edition and exclusive extras that won’t be available later.

logogeek.uk/seed

24/09/2026

A logo can look great and still be wrong for the business.

One of the things I think is often overlooked when designing an identity is how it feels.

Recently, I worked with Rearo on two very different tile collections. Lyngdal needed to feel premium and Scandinavian, while Versatile needed to feel more accessible and practical.

Neither identity needed to look the same. In fact, they shouldn’t.

The right identity isn’t necessarily the one you personally like the most. It’s the one that feels right for the business, its positioning and the people it’s trying to reach.

This is something I’ve built into my new SEED Framework™, which helps you think through your business before you start building things like your name, logo or website.

It’s made up of four stages:

SPARK: What is your idea?

EDGE: What makes it different?

EXPRESSION: How should it feel, sound and behave?

DESTINY: Where is it going?

The SEED Framework™ is currently launching through Kickstarter as a book, companion workbook and practical workshops.

If you’re planning to start a business in the new year, take a look:

logogeek.uk/seed

23/09/2026

Do you have an ownable framework?

A few weeks back, I met up in Birmingham with a few members of More Creative Academy. It was so good to catch up with old friends and meet some new people too.

One of those new people was Omeir Saleh, who has his own studio Amplyne. We ended up chatting for some time about frameworks.

If you look at people who have built an audience around their expertise, many have developed their own distinctive way of solving a problem that they repeatedly refer back to.

Think of James Clear and Atomic Habits, or Mel Robbins and The Let Them Theory.

The underlying ideas aren’t new. Habits aren’t new. Being less affected by other people’s opinions isn’t new.

But turning those ideas into a clear, memorable system or tool is.

That’s what I think people should be thinking about.

Most of us spend years developing ways of working, solving problems and making decisions. Sometimes there’s a framework hiding inside all of that experience.

When you turn what you already know into your own framework or system, it gives people something distinctive to remember you for. It can help you stand out, give your ideas structure, and give people something to talk about and share.

That’s actually how I ended up developing The SEED Framework™.

After working with clients for half my life, I kept seeing the same problems come up before a logo or identity project even started. So I took the thinking and approaches I’d learned and adapted over the years and turned them into a framework: SPARK, EDGE, EXPRESSION and DESTINY.

I’ve now developed that into a book, workbook and workshop.

Omeir has THE AMPLYNE FRAMEWORK™, built around Assess, Align and Amplify.

I’ve got SEED.

Both draw on existing knowledge and ideas, but package them into something distinctive and useful.

So have a think about your own work.

What problems do you understand really well?

What approaches have you developed over the years?

Could there be a framework hiding inside them?

If you want to see what I’ve done with SEED, I’ve just launched the book and workbook through Kickstarter: logogeek.uk/seed

22/09/2026

How do you know when a logo is right?

Too often, the answer comes down to:

“Do you like it?”

But personal preference isn’t always a great way to make a business decision.

A logo, name or visual identity should have a reason for being there. It should connect with the right people, reflect what makes the business different, feel like the business, and make sense for where it’s going.

That’s one of the reasons I created the SEED Framework™.

SEED helps you think through the foundations of a business before you start building, giving you a clearer basis for making decisions.

And once those foundations are in place, they can become a decision filter for everything from your logo and name to pricing, marketing, hiring and what you build next.

Instead of asking:

“Do I like it?”

You can ask:

“Does it fit?”

I’ve created SEED as a book, companion workbook and practical workshops, and the project is currently live on Kickstarter.

If you’re building a business, developing a new idea, or know someone who is, I’d love your support.

Back the SEED Framework™ → logogeek.uk/seed

18/09/2026

Do you have an idea for a business but not sure where to get started?

I’ve developed the SEED Framework to help answer this exact question.

It’ll help work out everything you need to know before choosing a name, getting a logo or anything else designed.

To grow the tree, you need the right SEED to start with.

Launching through Kickstarter logogeek.uk/seed

14/09/2026

I’ve been designing logos for more than a decade. I’ve helped clients figure out who they are as a business. But I knew I could help further.

Once I properly learned strategy, I saw exactly what that “further” looked like. I just didn’t have the tools to properly help, and didn’t feel I was fully supporting my clients.

I also didn’t feel it was my place, as a designer, to tell a client how to run their business. Even though I knew I could help. So I reframed my thinking.

I pictured it as “the thinking that comes before the logo.” That helped me develop my own framework: the SEED Framework™.

Four stages. Spark. Edge. Expression. Destiny.

I could have put this straight on Amazon. Instead, I chose Kickstarter, so I could produce the book properly, and offer workshops alongside it.

I turned my thinking into a book. And a workbook. And a workshop. And, coming soon, a podcast too.

There’s a few early bird discounted copies left, sold at the price it’ll cost me to print them, as a thank you to those who support me early.

To support the project and learn more, head to logogeek.uk/seed

Tag a friend if you think this will help them too.

14/09/2026

I’m excited to finally share something I’ve been working on!

The SEED Framework™ is a simple system for building the foundations of a business, before you touch a logo, a name or a website.

It includes a book, companion workbook and workshops too. I’m launching it all today through Kickstarter so I can self-publish the book the way I actually want it made, and offer a small number of workshops for the first time ever.

There are also a limited number of books and workbooks available at an early bird price, for those who want to get involved and support the project from the start.

If you’ve got an idea for a business, or you’re already building one, I’d love for you to check it out.