Logos That Last: How to Create Iconic Visual Branding

As a designer with nearly a decade of experience crafting visual content for social media platforms, I approached Logo That Lasts by Allan Peters with a hint of skepticism—after all, I knew logos and their quirks. What I discovered instead was a book that not only deepened my understanding but also changed my approach to brand identity in ways I hadn’t anticipated. First Impressions Right off the bat, Peters challenges the fleeting nature of design trends. He emphasizes how a durable logo must not only communicate effectively but also adapt gracefully across time and context. This conceptual shift from “social media snapshots” to “timeless presence” resonated deeply. Within the first few chapters, I realized this wasn’t a design manual—it was a design philosophy. Key Takeaways That Felt Entirely New Adaptive Flexibility: While I’ve routinely adjusted graphic assets for mobile screens, Peters’ framework for designing logos that can flex—shrink, simplify, deconstruct—without losing identity was eye-opening. Narrative Depth: Rather than relying on bold visuals alone, the book teaches how to embed a story or message into a logo’s DNA—something that enhances recall and creates emotional resonance long after first glance. Framework for Evolution: Peters lays out a strategy for logo evolution—how a brand mark can gracefully transform over years without losing recognition, avoiding the awkwardness of complete redesigns. Why It Resonated for a Social Media Designer Like Me In social media, we live in the moment—vibrant, fleeting, dynamic. But Peters reminded me that behind every post and every campaign is a visual identity that should anchor all communication. Now I approach each project with a dual mindset: creating for "now,” but with one eye on what that identity becomes five or ten years from now. Final Verdict If your experience is rooted in digital campaigns, UI, or social media, but you’re keen to elevate your design ethos beyond current trends—to build identities with depth, flexibility, and longevity—this book is a rare gem. Logo That Lasts isn’t just about good design; it’s about meaningful design that endures.

This is a treasure chest of valuable, pragmatic and detailed knowledge on the principles and process of logo design. Allan Peters is a highly renowned name in the world of Logo Design and this book opens up his personal methods and insights to the reader. Invaluable and incredibly useful

Best to know more on logos and brands. Just go for it!

Book quality was amazing.

Go for it. Well explained.

I ordered it as Christmas gift, but Keep getting damaged book. this is first time i facing this issue from cocoblu, so finally returning it with heavy heart. My suggestion to seller is to pack hardbound /costly books in corrugated sheet atleast to avoid such damages

Allan’s book is truly the best book on logo design I have seen in over 30 years as a graphic designer. His process and the examples he’s included are priceless. But what blew me away is how he wrote this. It’s like reading notes from a dear friend. Allan just wants us all to be better designers. Sure, I purchased this, but it felt more like a gift.

Entre este libro y el de Chris Do, por fin puedo completar los libros que hacía tiempo quería tener por fin! :D

‘Logos that Last’ by genius designer Allen Peters is one of the most defining books on the subject and importance of logo and visual identity design. It brilliantly covers the process and execution required to create visual branding that stands out and that will stand the test of time. If you’re a designer or a business owner this is a must read!!

This is one of those books that no matter what point of your career, this is a valuable book. Logos that Last: How to Create Iconic Visual Branding is one of those books for a beginning identity designer, that could replace a couple semesters of art school. You’ll get more practical application out of this book to help you understand the process and moving pieces of real world design. I wish I would’ve had a resource like this when I was beginning. For the self-taught, this book could save you multiple thousands in tuition right here. For the established designer, there’s still much to learn about how others approach design that can be applied to your own process as well as just approaching design challenges from a different perspective. This is like being able to draw experience from a star creative director within an agency. And for the seasoned veteran, it’s always refreshing and inspiring to see someone who has done things well, put together and show others what they’ve learned over the years and give back to the design community a beautiful showcase of how to get good design done. And the amazing thing is, he’s just getting started. For myself, I’ve come to really appreciate Allan’s creative process and how he’s able to work in such relevant conceptual ideas and simplify complex execution to not only its bare essence, but working aesthetic scale and weight and palette to where it all comes together as a true beautifully crafted whole. It is inspiring me to reach for more and realize that I’m not done yet. For all of these reasons, this is a must-have book for any designer’s library and the value it brings far outweighs the price tag. Get this book!

Absolutely love Allan Peters. Not just his work, but as a bloke he comes across as genuine, sincere and honest - as well as hard working and crazy talented. Love that he has inspired so many other great logo designers and that the field is following his lead in a culture of sharing and respect whereas so many related industries have been over taken with snake oil selling alpha bros channelling Andrew T*te energy. Also really like that this book weaves the humanity of Allan’s own story into it, rather than just showcasing his talent. Would gladly have a drink with this guy.