When re-working on the branding of my up and coming design project glance studio I came to an epiphany of logo and branding design.

The base atomic unit of any branding has to be able to express a legible identity within the parameters of a 16 pixel by 16 pixel square.

My rational follows:

With the increasing importance of mobile and web presence the base unit of identity is the icon, which maximum size  parameter’s are  the square.  The Smallest expression of this icon identity is a favicon 16 X 16 pixels. Legibility is a an important aspect of good branding and this reduction to 16 x 16 pixels is the litmust test of a feasible branding graphic to communicate it’s identity.  From this building block the design can elaborate into logo and branding themes, packaging etc. When reverse engineering logos into icons the  faults in the design of not following this process become apparent when sizing the visual information needed to express the brand to fit into the square format it’s legibility is lost.

I decided to rebrand my Isha Black Identity to express an application of this understanding.