When you’re commissioning a new visual identity for your business, it’s easy to imagine that brand communications consultancies and designers are unjustly getting rich from this simple task.

It’s just a word and a symbol right?

But perhaps, some things are worth doing right. Just as most of the world doesn’t really understand what’s so hard about your business (be it plumbing or film directing), there is so much more going on in expert logo design than many people could imagine.

If you’ve held this view or have any interest in design, branding or craftsmanship please try to find yourself a spare half hour over lunch and watch this incredible film. It’s an insight into the work of American typeface designer Doyald Young who sadly died in 2011 and it’s a master class on this entire process.

Hope you enjoy it.