A quick Google search of the term "uncanny valley" describes a feeling of unease or disgust that people experience when something is almost human but not quite. I think this definition will soon be updated to include all the content created by AI.

Since branding is such a broad subject, consider this short article an introduction to the concept and a preamble to a series of articles that will delve into the topic in more detail. It would be easy to bore you to tears with dry facts and lists of items, but the aim of this blog is to give you a more human definition of what branding is and what it can do for you.

The symbol of a house must be one of the most recognisable markings out there. So that means logos for estate agencies bring a challenge of making that obvious emblem into something that is aesthetically pleasing and stands out in a crowd of marks using the same symbol.

For coffee brands—whether artisan roasters, cosy cafés, or bustling chains—the logo needs to convey warmth, tradition, and consistent quality. It should feel as inviting as the first sip of a freshly brewed cup. Here’s my take on a few possible logotypes for the coffee industry.