Logos that Last: How to Create Iconic Visual Branding

by Allan Peters

Learn how to create iconic visual branding that stands the test of time with the innovative tools and inspiration in Logos That Last .

Award-winning graphic designer Allan Peters has distilled the knowledge and experience of a 20-year career into this landmark guide for designers and brand strategists of any level .
 
Through the years, Peters has designed hundreds of logos for top brands as well as personal passion projects, and has developed a unique creative process he shares in Logos that Last for the very first time. Learn how to build great relationships with clients , while cultivating consistency and productivity .

Logos that Last also
 
With Logos that Last , discover how to create inventive, thoughtful, and enduring logos with Peters’s own hands-on, step-by-step process.

Genres: Design, Business, Nonfiction, Art

208 pages, Kindle Edition

Published October 30, 2023

Reviews

[Sasha · Rating 2 out of 5]

Logos That Last by Allan Peters is presented as an introductory text for people who are new to graphic design and brand strategy and want to learn to create lasting visual branding. Despite the title, only about half of the book is about logos as we think of them in common parlance - what in the design world is called a visual mark. The book also covers badges, brand patterns and illustrations, icons and, very briefly, typefaces one might design for a visual identity/brand.

I happened upon this ARC from netgalley (thank you for providing me a free copy in exchange for an honest review) right as I'm working through a visual identity project for my Introduction to Graphic Design class. It seems like I would learn quite a bit from a good guide at this time. However, I feel like the scope of this book is more limited than the name, Logos That Last, suggests. I was expecting to read about logos made by a variety of designers that have stood the test of time. Instead, the vast majority of this text was about the author's recent work. There was a nice section about finding vintage logos to gain inspiration, but that was the extent of looking at designs by people who weren't the author.

The author's design style doesn't show very much variety. In fact, since he has redesigned a church to look like a bank branch (see chapter 8, Case Studies), I suspect that the author could gain more flexibility in his view of what makes a good design for a visual identity.

There is a case study where the fairly unique logo for a coffee shop was redesigned to look like a generic late-2010s graphic, stripped of its original personality. Some of the designs featured in Logos That Last are nice, but with so little variety in the style that is featured in this book, the examples become repetitive.

Sections of the book felt like an ad for the author's business. There is an entire chapter devoted to an online store where the author sells his personal designs (which, he explains, he created during a slow business time during the pandemic) on hats, T-shirts and posters. This is not something I go to a guide to logos that stand the test of time to find.

The first chapter or two have nice advice about creating logos. But the book could be seriously strengthened by including a greater variety of designers and taking the spotlight off the author. As it stands, it reads too much like one designer's portfolio to qualify as a "landmark guide for designers and brand strategists of any level."

[شیما · Rating 5 out of 5]

The book was really helpful, as a new designer it gave a lot of perspective about what i should and should not do.

[Mai M Ibrahim · Rating 5 out of 5]

حلو اوي وشغل مصمم الجرافيك صاحب الكتاب جميل ما شاء الله 😍 بياخدنا معاه ف رحلته مع صناعة اللوجوهات والهويات البصرية
انبسطت اوي وأنا بصوره وهعمله اديت وهنزله ع قناة جرافيميديا قريب ع اليوتيوب 👇
@graphimedia.workshops

[Travis Fantina · Rating 2 out of 5]

I think it would have worked better as a career retrospective than a "How to" book. I don't think you can really "how to" good design, it's learned by looking at A LOT of design and drawing A LOT.

That said, it was a fun read and Allan Peters is a fantastic designer.

[Kevin Murphy · Rating 5 out of 5]

As a designer who is looking to find fundamentals on which to build my practice, and overwhelmed by the vast range of books that show the history of iconic designs, but ultimately say nothing about the process of how those designs came to be, I can say, with full confidence that it is so refreshing to have a book which so intimately showcases the process of a contemporary in the field and community I want to be apart of. Allan’s insight is nuanced and his process delivers results because it forces you to truly think outside the box. There are other books that talk about design, and the historical and industrial standpoint, but as a craft, this delivers potential, which can likely influence the whole generation of logo designers. There is nothing to do but learn from this guy because ultimately, everything you see is the result of a process and I’m just so glad someone took it upon themselves to truly lay out that process from start to finish. Amazing read.

[Flora · Rating 5 out of 5]

The artist in me loved seeing the different ways a story can be incorporated into a piece of art so creatively and beautifully. I enjoyed this book tremendously and loved the storytelling and thought process the author shared about each of the logos that he created. The techniques and processes in this book will be very useful for anyone wanting to design logos that are eye catching, meaningful and relevant for a long time. They would also be good for designing any art piece with a message to convey.

5 stars from me, Lovely book with lots of logos to look at and admire.

[Caio Andrade · Rating 5 out of 5]

Melhor livro que já li da área. Espetacular.

[Sarah Schrader · Rating 5 out of 5]

I’ve been following and admiring Allan Peter’s work on IG for awhile. It was interesting to see the BTS of his process and greater story behind the work he does. I’ll definitely be carrying away a few nuggets to implement in my own design process. But what I was most impacted by in Peter’s book is his mindset and dedication to every project he takes, big, small, or for passion. This book is encouraging & insightful

[Bernie Gourley · Rating 4 out of 5]

I'm not so much interested in design as I am in minimalism, and one thing that has always intrigued me is how artists strip down concepts such that they can be conveyed in a simple image that works well at the widest possible range of scales. This book discusses this process with a heavy helping of example logos to show the reader what works, what doesn't, and why.

The graphics are well-done, colorful and showing logos in a range of sizes and in some cases with multiple versions to demonstrate how a number of options are whittled down to a final product. Mostly, the book uses illustrations from projects the author worked on, but there is a section that presents a range of world-famous brand logos. The book's organization largely follows the design process, and so it unfolds in an organic fashion.

As this subject is far outside my wheelhouse, I can't really speak to the book's competitors, but it served its purpose as far as I was concerned, giving me an idea of how the logo design process unfolds. I'd recommend this book for creatives who are interested in this topic but who are coming to it as neophytes.

[Matt · Rating 2 out of 5]

I was disappointed with this book in all honesty.

Perhaps it’s me and my eyes but the regular (or possibly light) text on the orange pages was quite difficult to read and while I understand that the orange is a brand colour, it feels strange that this wasn’t considered as an issue from an accessibility perspective.

Considering the name of the book (Logos that Last), I expected to see logos that would live up to the name and unfortunately, what was shown, while technically sound also feel like Peters has simply taken a skillshare course from Aaron Draplin and used those lessons to make a career (I’m aware that Peters is an experienced designer).

There’s no experimentation or desire to push outside of the comfort zone and I feel that seeing one of Peters logos is the same as seeing them all.

The inspiration from the book also seems to have come from seeing the success of Draplin’s book and believing he can do the same.

There is probably enough for designers right at the start of their journey to warrant reading it, but for everyone else - there isn’t enough to give it more than a passing glance.

[Anya · Rating 4 out of 5]

This book was great! If you're a fan of James or Aaron Draplin, this is along the same lines.
Great explanations and case studies.
Very motivating to improve my own logos and branding, going back to the basics. Could've been slightly longer though.

Thank you Netgalley for providing me with an eARC in exchange for an honest review.

[Tami Olafunmiloye · Rating 5 out of 5]

I loved this intro to logo design and branding. It's clear why Peters has had long, successful career in design. His explanations of his design process and numerous real life case studies make me feel confident about designing my own logos and branding. I loved almost every logo in the book, Peters truly has an eye for aesthetic.

[Cam Hoff · Rating 2 out of 5]

Doesn't dig very deep - it reads like an outline for an intro level identity design class with 3-4 paragraphs on any given topic or case study. Might be okay for logo rookies, but pros will want to look elsewhere for deeper insights and takeaways for their creative practices.

[Stef Oko · Rating 4 out of 5]

Logos that last is very surface level, best used for visual references - of which there are plenty of inspiring designs.

The prologue establishes Allan’s backstory, working in-house, working with big brands before opening his own studio. Builds credibility. Lovely stuff.

The first chapter, What Makes a Logo Last? boils down to: be passionate, be original and make sure your logo is functional in various applications.

Chapter two breaks down his process, the selling point of the book, and it’s an interesting insight. Creating a list of brand nouns with the client to establish an approved list of prompts to start sketching from, a few tips on how to combine those brand nouns before reducing them to the simplest outcome. It’s pretty good, but the advice around presenting is mental.

Showcasing 15 designs and “strategically placing your top 3 directions” opens you up for the client to latch on to one of the 12 other directions. Unless I’m interpreting this wrong, that seems unnecessarily risky.

The third chapter is all about “Junking” as Aaron Draplin would call it. Go to vintage stores and look for inspiration. Cool badges, cool typography. See how designers of the past solved problems and see if you can apply it to the modern day.

//As a side note, the lines “But you don’t need to own all this stuff. You would end up with a library of dusty junk. All we really need as designers is a good photo” feels like a sly jab at Draplin.//

Chapter 4 looks into badge design, though it’s more on balancing and containers.

Chapter 5 is a lesson on logo systems, again making sure logos work in various applications. Solid advice.

Chapter 6 looks into rebranding and refreshing logos. I’ve seen some criticism around these, though more notably on Allan’s Instagram. “Fixing logos” is subjective, and his need to create badges can look repetitive. Good food for thought though.

Chapter 7 is an advert for his online store. Again, use it for visual reference more than anything.

Chapter 8 is case studies. If follows a similar format to chapter 6, shallow analysis and pretty pictures. This is where the book begins to turn evangelical, which is expected I guess if you’re branding churches.

Chapter 9 on passion projects is more of the same. Nice visuals, he has kids, he was shot in South Minneapolis but he still loves it there and can ride a bike.

That’s it. I later went on his Instagram and found all the logos featured in this book. I flicked through again and realised how often they repeat. As he says, repetition is key to memorability.

If you’re a beginner looking for practical design advice, I’d recommend to read Know Your Onions: Graphic Design by Drew de Soto.

[Brad Blackman · Rating 5 out of 5]

I discovered Allan Peters at least a decade ago, and blogged about his work, dubbing it “Midwest Modern” or “Beer Coaster Modern” due to the affinity for mid-century modern labels and badges that have inspired his work. So it was a pleasure to see his work pulled together into one book, with some insight into his process. It was fun to peruse the pretty photos of the logos in use (or mocked up).

Peters simplifies his process into 6 steps. If my 25+ years as a graphic designer have taught me anything, it’s that even a straightforward process such as this can quickly become convoluted unless strong verbal communication and presentation skills are present, so I know there is more to the story. The idealist in me loves it and I am sure clients appreciate the process. At times, I found my inner design nerd wishing for more behind-the-scenes photos of sketches, scrapped ideas, and so forth. While there were mentions of said sketches and revisions, the polished nature of the book made it feel more like a portfolio than a how-to manual.

The thing I love most is his process for creating logo systems such as the one for Golden Bear, with a monogram, a brand mark, and multiple lockups as well as patterns.

If I have a criticism of the examples it is that I find too much insistence on a specific style and reliance on the use of shape containers that appear frequently in his work, such as the rounded hexagonal shapes. Otherwise everything reminds me of the work you find in Graphis annuals from the 60s and 70s.

[Amanda · Rating 3 out of 5]

I enjoyed this book but also found found it underwhelming.

Don't get me wrong, I am absolutely going to come back to this book as a reference and a guide book. I loved learning the Peters Design Co branding process of using client-selected nouns to come up with unique brandmarks. I loved seeing some of the sketching process and the refinement process.

However, as a book coming from a very seasoned designer with an impressive portfolio, and knowing this book is meant to be equal parts portfolio and educational... I expected more in-depth case studies, and fewer passion projects.

I love passion projects, and as a beginning designer that's where I can explore the most ideas. But, again, knowing Peters has an extensive collection of real client projects, I'm left wondering why so few were showcased. And of those real client projects shown, the case studies were underwhelming and didn't provide enough context or story behind the designs. I would have loved to hear more specific client feedback he received and why he pivoted the way he did. I also would have loved to have seen some of the original 50 brandmark sketches through to the 15 he showed the client through to the revisions and to the final versions... But we didn't get to see that.

Overall, I enjoyed this book and am glad I bought it so I can reference it as much as I want... And I also expected more.

[David · Rating 5 out of 5]

Logos that Last by Allan Peter’s really is what all other designers’ books should aspire to be in my opinion. So many are packed with self-aggrandising fluff and self-promotion. Logos That Last perfectly manages to tread the line between inspirational and instructional, with priceless insights into process and working with clients, as well as being able to see how he has taken a brief, or set of problems and solved them creatively.

As a brand and graphic designer it’s essential to refresh your understanding of how things work, and get inspired by other designers, regardless of how long you’ve been in the industry. I’ve only been designing for clients properly (outside of in-house work) for a couple of years, but have for years bought design books and read reread them - this book is already one of my all time favourites. Thank you Allan Peters!

[Alina Istrate · Rating 5 out of 5]

This book gives you an incredible insight of a successful strategy to literally create logos that last. The strategy is divided into the most important pillars that explain why a logo could be great or not. Allan's case studies point to what is trully essential on how to pick the best ideas for a logo.
I have found in this book more than what I was hoping for.
Allan Peters, you are an inspiration both as a designer and as a human. Thank you for everything that I've learned in this precious book.

[Leslie Ann · Rating 4 out of 5]

4 ⭐️

Very thorough steps through the authors' process. I have always had an interest in minimalist logos and this will be helpful in future projects.

Seeing the steps that he went through to get to some of his completed logos was very interesting and informative.

**Thank you, NetGalley and Rockport Publishers for sending this book for review consideration. All opinions are my own.**

[Nathan Parry · Rating 5 out of 5]

This is a must have on any designers bookshelf. Allan is the master at brand marks and developing stunning brand systems. This book isn’t just a visual nod to Allan’s great work, but he gives the reader inside access into his tips and detailed processes of developing brand logos and systems that stand the test of time. Truly a great read I will constantly be coming back to.

[Ahmad Jomaa · Rating 5 out of 5]

Allan Peters is a phenomenal designer. After following his work on social media for some time I was intrigued to check out his work. Allan pairs beautifully between methodology and creativity and any creative professional can learn a lot from his knowledge and experience! Great book to keep around for reference!

[Michelle Cooper · Rating 4 out of 5]

Overall really interesting, and great for improving as a designer!

The Problem: this book is deceptive. You start out by thinking “this is fun and easy! I’ll be done in no time!” I read the first 50 or so pages in about an hour, and finished the remaining 150 pages over the course of about four months.

[Lee Kimball · Rating 3 out of 5]

3.5 Stars [Pretty Good+] While there are some broadly applicable design tips for creating lasting brand identities, it ended up feeling more like an extensive personal portfolio than anything else. Still, there is some solid work here. (I especially like the Northstars rebranding as well as the black & white bicycle poster.)

[Will Mathis · Rating 5 out of 5]

Perfect gift for a beginner graphic designer.
Reviewed in the United States on December 29, 2023
Be being a beginner to my graphic designer career, I have enjoyed this book. Not only is it insightful, it is creatively engaging and inspiring. Enjoyed Allan’s backstory. Love it.

[Reader · Rating 5 out of 5]

Loved your book! Read from cover to cover in one sitting. Logos are not my specialty but I believe they are THE most important building block of the entire advertising and marketing image. I absolutely loved your book and really enjoyed how you work with clients. Keep up the great work 🙏

[Valeria Farinella]

it's funny how in the section where he talks about how he loves going through vintage shops to find inspiration by the works of "lesser known designers of the past" he goes on to show among the examples of his findings Bell telephone logo by Saul Bass 😅

[Aditya · Rating 2 out of 5]

PDCo is washed tbh

[Deztiny · Rating 5 out of 5]

A quick read with a ton of valuable content. This book has inspired me to work on my own passion projects and to continue practicing to attract the type of clients and work I want to be doing.

[Telly Zheng · Rating 5 out of 5]

love it, The book encourages me to deepen my logo skill

[Alexandria Blaelock · Rating 4 out of 5]

This book provides Peters' guide to creating a logo. With lots of examples and pictures.