Maximum heart, minimal fluff. Arlo is a graphic design firm in Chicago that creates design with character — and their self-characterization couldn’t be more accurate.

The design industry is at an odd crossroads. Five-dollar online logo generators and templated design solutions abound. Why should a company pay more for a professional designer when they can grab a cheap logo off the internet or have the CEO’s 12-year-old son make one in Photoshop? When scanning the landscape of modern corporate branding, the term “professional designer” can almost seem a misnomer.

Enter Arlo, with its hand-drawn lettering, witty illustration, and classic typographical attention. Arlo represents the few among the many — a reminder of why a talented designer is more valuable than a room full of mere Photoshop users. Gorgeous, sweeping letter forms and the subtleties of good kerning might be lost on most, but beautiful design is obvious to even the most ignorant layperson. Take a look at Arlo’s portfolio to see powerful design at work.

By Jarrod Drysdale