5 expert tips to design the perfect logo

To produce a successful rebrand, or even to stand a chance of making it onto our prestigious list of the 10 best logos ever, you need to follow the advice of the professionals whenever it pops up. Texas-based graphic designer Armin Vit chronicles thousands of new brand and identity projects every year through Brand New, a division of design firm and publishing enterprise Under Consideration, which he co-founded with his wife, Bryony Gomez-Palacio.

The ex-Pentagram designer has reviewed hundreds of thousands of the world's biggest and bravest branding projects, so who better to explain exactly what does – and doesn't – make the perfect branding?

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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.