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David Soto / Aka.dope — New York

I’m a logo designer.
Drawing is how I think.

David Soto seated in front of a wall of his lettering and logo work

I’m David Soto, a New York–based logo designer. I make identities, custom type, and lettering for people who care about the details.

Most projects start with a lot of drawing. I like to try the obvious ideas, the strange ones, and everything in between before narrowing things down to the one that feels right.

I work with founders, cultural organizations, hospitality teams, artists, and agencies—sometimes on a single mark, sometimes on the larger identity around it.

Capabilities / 01
  • Logo design
  • Custom wordmarks
  • Custom lettering
  • Identity systems
  • Logo restoration
  • Agency collaboration
Approach / 02
  1. UnderstandFigure out what the mark actually needs to do.
  2. ExploreDraw the expected ideas, then keep going.
  3. RefineKeep what’s working and lose what isn’t.
  4. BuildMake sure it holds up everywhere it has to.
A note on the work / 03

This portfolio is still growing. The work here includes commissioned projects, collaborations, and a few self-initiated studies. Credits on each project make my role clear.