Why one designer is breaking all the logo design rules

If you've read our pro guide to logo design, you'll know the most effective logos are those that are simple, memorable, timeless, versatile and appropriate.

That's why we were particularly interested in the portfolio of Tim Smith – studio lead at digital agency Ustwo by day and My Poor Brain illustrator by night – which flies in the face of conventional logo design wisdom.

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Julia Sagar
Editor-in-chief retail

Julia is editor-in-chief, retail at Future Ltd, where she works in e-commerce across a number of consumer lifestyle brands. A former editor of design website Creative Bloq, she’s also worked on a variety of print titles, and was part of the team that launched consumer tech website TechRadar. She's been writing about art, design and technology for over 15 years.