Hey!
I'm Logan Williams, a graphic designer from California's Central Coast.
I specialize in logo design and brand development, with a style built on hand-drawn illustration and original artwork. I'm less interested in my work operating as a design tool and more interested in creating art ; work that carries a point of view, a sense of craft, and something genuinely original behind it.
My approach is to never design something that feels big. I want everything I make to feel approachable, human, and rooted in place. Design that complements and respects what's local rather than overriding it. There's something special about a brand that feels like it actually belongs to its community.
I've had the chance to work with names like Tim McGraw and Chick-fil-A, along with local businesses, festivals, and a wide range of brands, from well established to just getting started. Whether it's a full brand identity or a merch design for a small event, it's all motivated by the same idea…
Nice design for good people.
Things that keep me creative —
— A love and passion for the Lord. How else may I honor my Creator than by creating like Him?
— A passion for what's important. I want my work to reflect goodness, originality, and joy.
— A place to call home. Wherever there is a beach, I feel a little closer to home. Being from California, wherever the ocean is, that's where I want to be. Where do you feel at home
— A desire to see the world be more creative. Creativity is what makes the world a beautiful place. We should all find a way we enjoy being creative.
— A space that feels safe. We are all drawn to spaces and environments that bring us a sense of peace. Let's create those spaces together.
— A sense of local community. My approach is to never design something that feels big, but instead to design in a way that feels approachable and complements/respects what's local.
— A sense of belonging. We all desire purpose. My hope is that the work I do brings purpose to a brand, which in turn brings purpose to those who represent it.
The rule of four —
The Rule of Four is a personal design guideline rooted in a simple belief. Every brand needs the right tools to show up consistently, no matter where or how they're presenting themselves. Through my work, I've found that four core categories of brand assets cover everything a company needs to execute strong, flexible marketing across any medium.
Logo — Primary & Secondary — Your logo is the foundation. A primary logo gives the brand its full, formal presence, while a secondary variation allows for flexibility across different applications — whether that's a website header, a business card, or a billboard. Having both ensures the brand never has to compromise its identity to fit a format.
Brand Mark — A brand mark is a distinctive icon that can stand on its own as a recognizable ambassador for the company. No text needed. When done well, it communicates who a brand is at a glance — think of it as the shorthand version of everything the brand represents. The exception to this is a monogram or letter mark, where a stylized letter or set of initials becomes the icon itself — text and mark unified into one.
Brand Badge — A badge is a framed or compacted asset that brings the brand name, imagery, and sometimes additional information together in one self-contained unit. Badges are incredibly versatile — equally at home on merchandise, packaging, signage, or anywhere a full logo might feel like too much.
Alternative Mark — An alternative mark is an additional design that complements the brand's existing look while expanding its catalog of usable assets. It gives the brand extra flexibility and keeps things visually fresh without straying from the identity that's already been established.
These four categories can produce a wide range of design assets, but what matters most is that every piece a brand uses can trace back to one of them. When that's true, the brand stays cohesive — and cohesion is what makes a brand memorable.
My Logo Logic —
A logo should be a strategic business tool. But before that, isn't it more important that it's something nice to look at?
I create art, not simply a generic corporate tool. I believe quality design should be great art first, and a business tool second. There's value in a design when it's appreciated for what it looks like, not just for what it does.
Doesn't success come more naturally when you choose something that creates a positive sense of emotion? Won't you feel a deeper connection to your brand when your logo is something visually compelling, something that fills you with joy, motivates you, and makes you proud to represent what you've built?
The right logo should just feel right. Something you connect with and want to stand behind. Because forcing a design to be something it isn't just to serve a purpose… is no way to represent what you've worked so hard to build.