A good, short overview of what makes a great logo, courtesy of Joe Posner from Vox and Michael Bierut of Pentagram New York.

“[The Nike founders] sort of said, ‘Aw, let’s use that one’ and then they started putting it on the sides of shoes, the shoes were good, and then the genius of Nike’s marketing apparatus made us further associate that product not merely with performance athletic gear but with the very idea of athletic achievement itself.”

Related, in the archives, are these ten logo tips from the field.


What if the Logo was designed by the Founders and you think it’s not too cool, and they’ve actually started using it on Flyers, Websites, and Numerous other media… How do you tell them that it’s not really visually appealing? or Does one just stick with it?

Use my simple test: Take a 20sec look at a logo and then close your eyes, if you can still see the logo in detail in your minds eye, that’s a truly great logo. Period!

Michael Bierut is spot on with his empty vessel analogy.

The most famous brands work, not because of a logo in isolation, but because of how the branding has been used with confidence within all elements of the brand. Say something with enough confidence and it will be believed. Be believed and you have trust. Have trust and you have loyalty. Break that trust and only your actions can save you, not branding.

This is great! Thanks for sharing the video. That was excellent information!

I wrote a post recently on 5 things to consider when designing your new logo. It’s got some great information too! Especially for bloggers and non-designers who might not know where to start. Here’s the link for those interested.

@Fisayo, point out the inadequacies and provide them with solutions. If you are able to get them thinking in your way, then they will ask you to help out.

@Dayo Abiola, good idea to “test” the logo like that.
Branding works great when the quality of products is high. At least it’s much easier from a marketing point of view.

Share a thought