Anna Biela← All work

No. 12 · Logo design & motion · 2022–2026

Logos

A logo is the smallest piece of a brand and the one that works hardest. Each of these twenty-three hides one idea you can see once you know where to look. Pick any mark to take it apart.

▶ Twin J▶ Aston Gate▶ Elite Betting Guide▶ m.▶ PetCloud▶ Hot Zilla

Hover a mark to watch it being built · click to take it apart

Redesigns · the logo clinic

Before, and after.

Logos that said the wrong thing. Pick a patient, then drag the line: every symptom gets crossed out as the new logo takes over.

BeforeAfter↔drag me
Fire safety

Fire Prevention Products

This logo suggests that something "down there" is on fire, uh là là!

Real client. A fire-safety supplier whose old flame sat in the wrong place.

Symptoms

  • Flame sits low, under the name
  • Tiny wordmark, lost at small sizes
  • Nothing says "safety", only "fire"

Treatment

  • A ring: the seal of a safety product
  • Flame moved inside the ring, under control
  • FPP initials for labels and stickers
Take it apart

One idea, drawn once.

Choose a logo, then an element, to see where the idea lives in the mark.

the laurel of a winnertied with a bowa podium lineheavy capsWINNERS ARE ALWAYS WELCOME

01 · Casino & sports betting

PEC.BET

Winners are always welcome: that is the PEC.BET slogan, and the whole brand is built on it. Other bookmakers limit or ban you as soon as you start winning, so the mark is the oldest sign of a winner, a laurel wreath, tied with a bow and set on a podium line, above a name in heavy capitals.

Acid lime on black is loud on purpose. For the launch the promise went on a cigarette pack: the front carries a health-warning style label, "Bookmakers limit winners", and the back answers it, "At PEC.BET, we do the opposite".

The elements

In motion

Logos that move.

A logo today lives on screens as much as on paper, so these were made to move: drawn by hand, foiled, blinking, running, roaring.

Luxury brand

Twin J

Two letters J, one turned upside down, wrap around each other like twins holding hands. The monogram sits inside a ring of its own name, ready to be foiled in gold, embossed, hung on a shop sign or pressed as a seal.

Two JsMirroredA seal of the name

Real estate brokerage

Aston Gate

From pencil to ink to foil: the A and the G drawn as one gesture. The leg of the A sweeps up into the G, and the two together stand like an open gate: the door to a new home. Sketched by hand first, then set in deep green and gold.

Letter ALetter GAn open gateDrawn by hand

Casino & betting affiliate

Elite Betting Guide

An affiliate guide sends players to the best casinos, so the mark joins the two things a guide needs: a roulette wheel for the game and a compass for the way. Four gold needles point north, south, east and west from the rim, and the golden spade in the centre is the compass needle. In motion the wheel spins and the spade swings round until it points the way; on the website banner and the email header the wheel rolls in behind the headline.

Roulette wheelCompass pointsThe spade as the needleSpins and points the way

Veterinary clinic

m.

A lowercase m whose two arches are two cats, ears up, eyes open. The full stop is a tablet with its score line: care, said in one letter. In motion the cats blink and look around.

Letter mTwo catsThe pill as a full stop

Pet care app

PetCloud

A cloud that is also a puppy: the puffs of the cloud are the head and ears, the nose and mouth sit in the negative space. All your pet's care, in the cloud. In motion the cloud wiggles its ears.

A cloudA puppyNegative space

Spicy food

Hot Zilla

A little red monster with a big appetite breathes fire: the brand is the heat. The stacked italic type leans forward like it is running from the flame. In motion the monster roars and the fire flickers.

The monsterFire breathLeaning type

Logo design

Your logo, with an idea inside.

New marks and redesigns: the concept, the construction, the lock-ups for every use, and an animated version for social and screens.

Start a logo Or email me@very_squishy_fox
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