Most businesses don’t set out to be forgettable. But in a crowded market, even great ideas can fall flat if the brand behind them isn’t built the right way. At Brand Force 5, we’ve seen it all—from logos that say nothing to brands that try to say everything. Here are five common branding mistakes we help clients avoid—and how we fix them.

The journey from early morning subway rides and daydreams to seeing my work in the pages of GDUSA.