It’s all too easy to get caught up in designing a brand in isolation as if it’s an iceberg, and there is a lot to learn from this metaphor when it comes to brand design.

We do believe that it is important to invest and gift the time and space to consider the brand away from the “noise” of the world, so that it is designed with intrinsic integrity.

It’s also important to realise and remember that no brand really exists in isolation.

Also, brands have external aspects which are visible, and so much below the surface and on the inside.

In a similar way, all icebergs exist in the oceans and ecosystems with their unique flows, waves, winds and dynamics.. and yes even other icebergs.