What Next: A Logo That Balances Question and Answer

Marko Stanojevic’s award-winning identity design sparks curiosity and clarity

The “What Next” logo, crafted by Marko Stanojevic, stands out in the world of brand identity for its conceptual depth and visual simplicity. Conceived as both a question and an answer, the logo embodies the very essence of the business consultancy it represents. This duality is not only a clever nod to the company’s name but also a deliberate play on perception, creating a subtle friction that invites viewers to engage with the brand on a deeper level.

At the heart of the design is a minimal yet powerful transformation: a “greater than” symbol is reimagined as a question mark by extracting and rotating a segment of a square, which is then balanced precariously on a smaller square below. This arrangement produces a visual sensation of tension and balance, achieved with minimal intervention. The result is a logo that communicates complexity through simplicity, making it both memorable and instantly recognizable.

Stanojevic’s approach emphasizes the importance of versatility and adaptability in modern branding. The logo is designed to be easily reproduced across a variety of physical and digital formats, serving as a foundational visual asset for the brand. Its straightforward geometry allows for seamless integration into stationery, signage, advertising, and promotional objects, ensuring consistency and impact across all touchpoints.

Research played a key role in the development of the “What Next” identity, with careful analysis of peer institutions and companies informing the final outcome. The primary challenge was to infuse the consultancy’s visual presence with an emotional layer, transforming what could have been a purely functional mark into a symbol that resonates on an artistic and intellectual level. The logo’s deliberate imperfection and balanced tension reflect the brand’s commitment to innovation and thoughtful communication.

The “What Next” logo has been recognized with the Silver A' Design Award in 2025, a testament to its creative excellence and technical mastery. This accolade highlights the design’s ability to evoke amazement and wonder while maintaining a strong sense of professionalism. As a result, the logo stands as a model for how minimalism and metaphor can combine to create a lasting and meaningful brand identity.

Stanojevic’s work demonstrates that effective branding is not just about aesthetics but about crafting symbols that invite interpretation and inspire engagement. The “What Next” logo, with its artful balance of question and answer, sets a new standard for visual communication in the consultancy sector and beyond.