Anything is possible
Craft and creativity

The design process of living logo legend Massimo Guzmán

A Medium post about a bold and creative logo redesign for startup company localweb.isForward slash: The story of how Massimo Guzmán turned our simple logo into a brand of possibility.

On the surface, this is a story of how the letter ‘e’ got rotated counter-clockwise 15 degrees. But below the surface, it’s a tale about a logo of humble beginnings who defied all odds and transcended time and/or space to become the cornerstone of our brand identity.

Massimo believes in a philosophy called Radical Brandsparency™. He immediately began absorbing our brand and everything ‘local web’. He talked to users on our beta list, played Settlers of Catan with all the founders, resharded our Redis cluster and added Guzmán.js in our frontend. He even “temporarily” moved into my apartment.

Tiny paper symphony

The genius of his process was becoming obvious to me now. By putting the designs on the wall, we could point to them, and stand in front of them with our arms folded. We could blankly gaze into this mosaic of inspiration and listen as if a tiny paper symphony was playing a discordant masterwork.

The universe was speaking to me

Just as Massimo had predicted, once the slash had a name… it came alive. While I had simply created a design, Massimo had created a symbol that we could give to the world. A symbol for hope, for peace, and for possibilities. For weeks afterwards it was all I could think about. The Pósi. I would see the Pósi everywhere and in everything. I was surrounded by possibilities. The universe was speaking to me, through Massimo.

Feel free to run the math yourself

To my surprise Massimo was quite enamored with our simple slash logo, and after he “ran the geometry” there was mathematically no improvements that could be made so we decided to leave it alone

Anything is possible →

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