The brand thesis, in one gesture.
Every other direction in this set describes the transformation. This one performs it. You see SOMEDAY first — faded, gray, struck through. You see TODAY second — bold, present, in its place. The mark is the moment of change.
From first principles: the brand exists because executives defer. Every other logo can be added or removed without changing the meaning. This one IS the meaning — remove the strike and you've removed the brand.
“We replace someday with today.”
You wrote ‘someday’ in your strategy doc three quarters ago. We come in and cross it out. Then we write ‘today’ in its place — and stay until the work matches the word.
This direction signals decisiveness, action, and clarity as the brand's defining traits. It's the most narratively rich of all twelve directions — the logo tells the entire brand story before the viewer reads a single word of copy.
Best For
- Most narratively complete of all twelve directions
- Strong fit for a brand led by a contrarian / opinionated founder voice
- Editorial-led marketing (essays, manifestos, op-eds)
- Visual storytelling assets — the strike can be animated reveal
- Easy to extend: any “old/new” comparison uses the same gesture
Watch Outs
- Tall vertical lockup — not ideal for horizontal headers / business cards
- Strikethrough requires careful kerning to look intentional, not broken
- “SOMEDAY” word in the mark must always render clearly — can't be obscured
- Color-dependent: the strike needs to be visible against dark backgrounds (white version needed)
Contrarian voice and manifesto-style content.
This mark belongs to a brand that talks in before / after, struck through / written over, the lie / the truth. Pairs naturally with manifesto-driven marketing, contrarian thought leadership, and a content library full of “Stop saying X. Start doing Y” framings.