Young Guns 8 winner Mads Jakob Poulsen wrote a feature for Computer Arts about why creatives should stop focusing on making the perfect logo and instead devote their time to the design system as a whole.

“If you’re designing a logo for a beer label, make the whole system act like a logo. Create a custom typeface that can be used on the labels as well as online. Be iconic. Stand out! Instead of spending all that time creating a logotype for a client to put in the bottom corner of a poster, spend the time designing their posters, the content and the words. Make these elements have just as much an impact as the company logo, if not more – make the posters the logo,” wrote Mads. Read the full op-ed here.

Follow Mads @madsjpoulsen

-TP