Theodore Richards is a branding identity designer, based in Grand Rapids, Michigan. He believes that the best brands are built around genuine individual perspectives, not generic one-size-fits-all design trends. Theodore creates intentional brand voices using clear art direction, graphic design, and copy. It is his belief that if a piece of content requires a logo, then it isn’t truly representative of the brand and won’t make an impact on the community it represents. Brand is about how you move throughout the world, not your logo.