About LogoLounge Book 15

LogoLounge’s biennial book showcases the best in contemporary identity design, with winners selected by an expert panel of judges — this year including renowned creative leaders from agencies such as Pentagram, Gretel, and COLLINS.  Entries include both finished identities and concepts that never made a final rollout — which, as any studio knows, is where a lot of good thinking lives. (We’ve all got a hard drive full of work that rarely sees daylight; this platform gives some of those ideas a stage.) Meet the jury and see the full winners list on LogoLounge: [Book 15 Winners] and [Meet the Jury].

The Winning Entries

Spiritual Wellness Concept – Translating Ritual into Contemporary Symbolism

This concept grew from deep collaboration with a spiritual wellness brand whose work sits at the intersection of ritual, reflection, and personal transformation. Our challenge was to distil centuries of cultural symbolism into a modern, accessible identity that could speak across traditions without losing its depth.

At its centre sits a vessel form inspired by the calabash, a ceremonial bowl used for cleansing, offering, and connection; a potent metaphor for spiritual nourishment. Its overflowing shape suggests sacred water and abundance, a nod to the idea of energy in motion and the cycles of giving and receiving. Within, abstracted shapes hint at a meditative figure or open book, capturing the practices of stillness and learning that underpin the brand’s philosophy. Finally, the mark is framed within a soft arch — part protective shield, part sanctuary doorway — symbolising a safe space for transformation.

Rother View – A Sense of Place, Captured in a Single Frame

For a restorative hideaway on the banks of the River Rother in East Sussex, we set out to build an identity rooted in the land and shaped by its rhythms. The aim was to honour the character of the landscape, celebrate local wildlife, and reflect the project’s connection to nature and community.

The crest’s central figure — a hand-drawn egret — is a familiar sight along the saltmarshes, chosen not just for its elegance but for its symbolic qualities of patience, balance, and belonging. The bird holds a fish in its beak, a detail that speaks to the ecosystem’s abundance and the quiet resourcefulness of riverside life. Around it, the sun and moon mark the passage of time and the daily rhythms that define the venue’s environment.

Every element — from the subtle irregularities of the wordmark to the timeless oval frame — was crafted to evoke a welcoming, grounded identity. It’s a mark that doesn’t shout, but invites, conveying a strong sense of place and the calm beauty of its surroundings.

Burgeon Labs – Data, Design, and the Future of Health

Burgeon Labs sits at the cutting edge of biotechnology and personalised health, translating complex biological data into actionable insights that help people change behaviour for the better. Our task was to create a visual identity that communicated precision, intelligence, and forward momentum — without leaning on tired tech clichés.

The resulting symbol abstracts the letter ‘B’ into a series of horizontal bars, a visual language borrowed from data visualisation and user interface design. This choice wasn’t aesthetic alone: it speaks to Burgeon’s role as a translator — taking raw information and turning it into meaningful patterns. The clean, minimal execution mirrors the company’s scientific rigour, while its subtle dynamism suggests growth and continuous discovery.

A Reflection of Our Approach

Though they live in very different worlds — from spiritual wellness to biotechnology — these three identities are connected by the same guiding principles: clarity of thinking, depth of story, and care in execution. At Toby Marsh Creative, we believe the most effective brand identities are far more than beautiful marks. They are symbols of meaning built to communicate purpose, embody values, and forge lasting connections between brands and the people they serve.

“Being included in LogoLounge Book 15 is a rewarding moment for our team, and a reflection of the care, collaboration, and curiosity we bring to every project. More than anything, it reminds us why we do this work: to help ambitious brands define who they are, share their story with clarity and intention, and turn that into design that earns recognition, builds trust, and delivers real commercial impact.”

Toby, Director