How to Create an Iconic Logo

10 Oct 201713:00

TLDRIn this episode, the focus is on designing effective logos, a crucial element for any aspiring billion-dollar company. It covers the five types of logosโ€”wordmark, pictorial, abstract, mascot, and emblemโ€”and their respective impacts on branding and company recognition. The host emphasizes the importance of color choice, avoiding trendy designs, and the critical role of marketing alongside a good logo. Real-world examples and the evolution of famous logos like Pepsi and Apple are discussed to illustrate the concept of logo adaptation. The episode concludes with advice on investing in professional logo design and the potential cost, highlighted by stories from well-known brands like Nike and BBC.


  • ๐Ÿ“ˆ Designing a logo is crucial for branding, but it's not the sole factor in becoming a billion-dollar company.
  • ๐Ÿ“ There are 5 types of logos: Wordmark, Pictorial, Abstract, Mascot, and Emblem, each suited to different company stages and industries.
  • ๐Ÿ“– Avoid trendy designs in logos to ensure longevity and avoid appearing dated as trends evolve.
  • ๐ŸŒˆ Choose logo colors wisely as different colors evoke different emotions and perceptions, influencing brand image.
  • ๐Ÿ’ก Effective marketing is more critical than having a perfect logo; a decent logo with innovative marketing can lead to success.
  • ๐Ÿงธ Patience and consistent exposure are key; logos become recognizable over time through repeated visibility.
  • ๐Ÿ’ช Logos can and should evolve over time to stay relevant and appealing; many iconic brands have redesigned their logos.
  • ๐Ÿ”ฅ The cost of logos can vary dramatically, from as little as $15 to over a million dollars, highlighting the range of investment in branding.
  • ๐Ÿ“ฑ Fiverr Pro offers high-quality logo design services by vetting top talents, making professional designs accessible to everyone.
  • ๐Ÿ“Œ Every logo evokes certain feelings or thoughts; it's important to align the design with the desired brand perception and audience reaction.

Q & A

  • What are the five different types of logos mentioned in the script?

    -The five types of logos mentioned are: wordmark, pictorial, abstract, mascot, and emblem.

  • Why might a company choose a wordmark logo, according to the script?

    -A company might choose a wordmark logo to ensure that everyone who does business with them constantly reads the name of the company until it is established.

  • What is the recommended approach when designing an abstract logo?

    -When designing an abstract logo, it is highly recommended to use a professional to ensure the logo's effectiveness and uniqueness.

  • Why is it advised to avoid trendy looks in logo design?

    -It's advised to avoid trendy looks because trends can quickly become outdated, and investors prefer logos that have a long-lasting appeal.

  • What does the color red symbolize in logo design?

    -In logo design, the color red symbolizes fire and emotion, conveying a strong presence or feeling.

  • What critical comparison is made between marketing and logo design?

    -The script compares perfect logo design with average marketing versus average logo design with innovative marketing, emphasizing the importance of marketing over just having a great logo.

  • Why are logos considered 'base hits' rather than 'home runs'?

    -Logos are considered 'base hits' because their effectiveness comes from being seen repeatedly over time, rather than making a significant immediate impact.

  • Can a company evolve its logo over time, and why might it choose to do so?

    -Yes, a company can evolve its logo over time to better reflect its brand identity or to update its image. Evolving a logo can help stay relevant and visually appealing.

  • How much did Twitter reportedly pay for their logo?

    -Twitter reportedly paid $15 for their logo.

  • What significant point is made about hiring a professional for logo design?

    -The script emphasizes the value of hiring a professional for logo design to ensure the creation of an effective, high-quality logo that aligns with the brand's identity and goals.



๐ŸŽจ Designing a Billion-Dollar Brand Logo

This segment introduces the concept of creating a logo with the potential to represent a billion-dollar company, quickly managing expectations by clarifying that a logo alone does not guarantee business success. However, it emphasizes the importance of logo design in brand building. The host outlines five types of logos: wordmark, pictorial, abstract, mascot, and emblem, each with unique characteristics and suitability for different stages of business maturity or audience types. Examples include Coca-Cola for wordmark and Twitter for pictorial logos. The segment also introduces Fiverr Pro, a platform connecting businesses with top-tier logo designers, suggesting that an abstract logo, which requires a nuanced approach to design, might best be created with professional help.


๐ŸŒˆ The Psychology of Logo Colors and Design Timelessness

This paragraph delves into the psychology of logo colors, suggesting that colors convey specific emotions or values, such as trust (green) or energy (yellow), and should be chosen carefully to align with the brand's message. It warns against following design trends that may not endure, using the example of matte black to caution against adopting fleeting styles. This advice is aimed at creating a timeless logo that appeals to potential investors and customers alike. Additionally, it touches on the importance of marketing alongside a well-designed logo, proposing a balance between innovative marketing and a professionally designed logo for sustained business success. The narrative encourages patience and consistency in branding, citing that recognition builds over time through repeated exposure.


๐Ÿ”„ Evolution of Logos: Adapt and Succeed

The final segment highlights the evolution of logos over time, illustrating that even well-established brands like Pepsi and Apple have redesigned their logos to stay relevant and appealing. It encourages businesses not to shy away from evolving their logos, suggesting that a logo redesign can be a part of a brand's growth and adaptation strategy. The segment shares intriguing facts about the cost of famous logos, highlighting the varying investments companies make in their logos, from Twitter's surprisingly low-budget design to BBC's million-dollar brand symbol. The narrative concludes by emphasizing the significance of professional logo design and invites viewers to engage with the content and subscribe to the channel for more insights.



๐Ÿ’กLogo Design

Logo design refers to the process of creating a visual emblem or symbol to represent a company, brand, or product. In the video, the importance of logo design is highlighted as a foundational element in building a brand's identity, even though it's clarified that a logo alone won't make a company worth billions. The process involves selecting a type of logo, color schemes, and ensuring it conveys the desired message to the target audience. Examples given include iconic logos like Coca-Cola, Google, and Apple.


A wordmark is a type of logo design where the name of the company is stylized as the logo itself. This approach is used to help establish brand recognition by making the company name visually distinctive. The video mentions Coca-Cola and Google as examples of wordmark logos, suggesting they're suitable for new companies aiming to enhance name recognition.


Pictorial logos consist of an image or shape that is easily recognizable and represents the brand, such as the bird for Twitter or the apple for Apple. The video points out that pictorial logos require a brand to be somewhat established so the imagery alone can be associated with the company without accompanying text.


Abstract logos use unique, non-representational forms to convey a company's brand identity, such as the swoosh for Nike or the geometric pattern for Pepsi. The video emphasizes the importance of hiring a professional when opting for an abstract logo due to its complexity and the need for it to stand out while still being meaningful.


Mascot logos involve a character or spokesperson, often animated, that represents the brand in a personable and engaging way. Examples include the KFC Colonel or Planters' Mr. Peanut. The video suggests mascot logos are effective for brands targeting a younger demographic or seeking to create a strong community connection through social media engagement.


Emblem logos are composed of text inside a symbol or icon, resembling badges or seals. They're often used by universities, organizations, or brands wanting to project tradition, seriousness, or heritage, such as Harley-Davidson or Starbucks. The video points out emblem logos work well in certain industries like education or beverages.

๐Ÿ’กTrendy Looks

The video advises against designing logos based solely on current trends, like the example of matte black finishes in cars, highlighting the importance of timelessness in logo design. A trendy logo may not endure or remain appealing over time, potentially affecting brand consistency and recognition in the long run.

๐Ÿ’กColor Psychology

Color psychology in logo design refers to the study of how color influences perceptions and behaviors. The video outlines how different colors can evoke specific emotions or attributes, such as red for passion, blue for stability, and green for calmness. Choosing the right color is crucial for conveying the desired brand message and connecting with the target audience.

๐Ÿ’กMarketing vs. Logo Design

The video addresses the debate between the importance of a perfect logo versus effective marketing. It suggests that while a logo is an essential aspect of brand identity, innovative marketing strategies are critical for success. A great logo paired with poor marketing won't lead to success, underscoring the need for a balance between strong visual identity and strategic marketing efforts.

๐Ÿ’กLogo Evolution

Logo evolution refers to the process of updating or changing a logo over time to reflect the current brand identity, market trends, or company values. The video provides examples of companies like Pepsi, Apple, and IBM that have significantly changed their logos throughout their history. This concept emphasizes that it's never too late to improve or modernize a logo to better align with a brand's evolution.


Introduction to designing a billion-dollar company logo.

Managing expectations about the impact of a logo.

Explanation of the five different types of logos: wordmark, pictorial, abstract, mascot, emblem.

The importance of choosing the right type of logo for your brand.

Discussion on the significance of professional help in designing abstract logos.

Introduction of Fiverr Pro for high-quality logo design services.

Advice against designing logos based on trendy looks.

The importance of color selection in logo design and what different colors represent.

Comparing the impact of marketing versus the quality of the logo.

The concept that logos are 'base hits' not 'home runs'.

Discussion on the recognizability of logos among different age groups.

The potential emotional responses logos can evoke.

Highlighting the possibility and benefits of evolving your logo.

Examples of famous brands that have evolved their logos over time.

Interesting facts about the costs of some well-known logos.

Final thoughts on the importance of investing in a professional logo design.