When the development of a brand reaches its visual expression, we approach the dangerous zone where everyone has something to say. 

The strong emotional bonds that brands manage to establish with their audiences sometimes make it seem as if they behave as if they were people.

There are people who tend to refer to certain furniture or buildings or household objects as "design" as if to emphasize that such furniture, buildings or household objects have aesthetic characteristics that make them "modern". Modernity and design are not synonymous.

Someone once said that designing packaging is designing junk. This statement is absolutely true and not only that, but the more junk that design is, the more it means that it has succeeded. 

The words client and supplier, when we talk about a branding project, tend to poison the process if we do not dispense with the backpack of connotations they usually carry.

The end of the year is a time for recapitulation of the past and for the oracles to explain what will happen in the next twelve months. Graphic design is not exempt from this annual liturgy. 

There are municipalities that, when deciding to commission the construction of a bridge, have as a main criterion that the inhabitants of the locality take less time to travel the distance that separates them from the next town.

"The logo is small, I want it bigger". This phrase has been heard countless times by those of us who dedicate ourselves in one way or another to the visual identity of brands.

Naming things, people, brands, sometimes, is an act that requires a great effort because of the importance given to this part of the identity of things, people or brands.

Cuchillo de palo is the name of the razonable blog and this first post explains why.