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.

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.

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.

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