Journal Entry: July 3rd | Somewhere Near Essaouira, Morocco

The sun was already punishing by 9 a.m. when I reached the edge of the ruins — the bones of what once was a trading post, centuries old and swallowed by sand. The dry heat was relentless, but I welcomed it; every drop of sweat reminded me I was close to uncovering a piece of history long buried. As a branding archaeologist, I knew that true mastery in logo design isn’t just about modern trends or digital finesse — it’s about capturing an identity that stands the test of time.

And here, in this forgotten corner of Morocco, lay the roots of such a legacy. Above me, a hawk circled, a solitary silhouette against the piercing blue sky, as if keeping watch over secrets that had survived centuries. I adjusted my scarf, feeling the coarse fabric rub against my skin, and brushed layers of dust off my boots. Taking a deep breath, I stepped carefully down into the past, ready to follow the trail of a symbol that had once ruled kingdoms.

Legends had long whispered about the Emblem hidden here — the first piece of House Veritas’ identity. This symbol wasn’t just a mere icon; it was said to have shaped the fate of empires and echoed in the minds of generations. Traders spoke of its power in hushed tones, storytellers wove it into tales of glory and ruin, and historians speculated about its true meaning. To many, it sounded like myth. Yet, despite centuries of mystery and the desert’s relentless swallowing of time, I was determined to uncover a story lost but not forgotten — a story waiting to be told again through the art and science of logo design.

I’ve learned through my years as a brand archaeologist that behind every enduring legacy is a symbol that dared to speak first. In today’s fast-paced world of fleeting trends, the power of that symbol — the logo — is often underestimated. But logos are far more than graphics; they are the distilled soul of a brand, and when designed with intent, they become timeless.

A Brand Lost in Time

House Veritas wasn’t just any brand — it was an empire of influence. Its symbol graced parchments, embossed product seals, and fluttered like a banner across cities and markets. The brand’s presence was unmistakable and commanding.

However, when the house fell — whether due to betrayal, internal collapse, or misguided reinvention — its identity fragmented. Its visual elements scattered like leaves in the wind. Fire, war, and neglect erased much, but the spirit of its logo endured in whispers and half-forgotten relics.

My mission: to restore this fragmented identity, piece by piece. And the logo — the Emblem of Origin — was the cornerstone. You cannot rebuild a legacy without starting with its face.

The First Glyph

After hours crawling through rubble, I found it — etched faintly on a broken slab beneath an overturned table, partially obscured by soot and moss. It wasn’t the ornate crest I imagined. Instead, it was a series of smooth curves intersecting a perfect circle — geometric, intentional, minimalistic.

I carefully traced the lines with charcoal, watching as the emblem slowly breathed life back into the dust.

What lay before me was a masterclass in logo design: minimalist yet commanding, balanced yet dynamic. It told its story not through elaborate detail but through clarity and purpose. The mark’s geometry suggested order; its fluid lines implied growth; negative space invited interpretation. Even broken and battered, it commanded attention.

The Lesson Buried in the Dust

I folded the tracing into my leather satchel and looked once more at the fading sunlight filtering through the ruins. Sweat beaded on my forehead as the hawk vanished from sight.

Recovering this emblem was not merely an archaeological victory; it was a revelation.

A logo isn’t simply what a brand wears — it’s what it remembers about itself.
It’s how it makes others feel remembered, valued, and understood.

In a world that often reduces logos to pretty pictures, I’ve come to believe they represent something far deeper: dignity and legacy.