The primary goal with Genesis Satchels' logo was to design a powerful icon that could carry the brand on its own, without needing a full lock-up or the brand name alongside it; taking inspiration from Michael Bierut's work with Mastercard. This was achieved by building the logo using the letterforms of the wordmark: the "E" and the "I". The distinctive serifs of these letterforms, kept present within the icon, makes the icon a recognizable element of the Genesis brand.