Logos that Last: How to Create Iconic Visual Branding

‘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!!

I was always fascinated by Allan's unique style and work. It's always simple and clean but also tells a story and is visually interesting. The same goes for this book. It's packed with invaluable lessons and great examples. The design, the content and even the printing are top quality. I cannot recommend this book enough for anyone who wants to up their game, learn and be inspired by The GOAT of Logo design.

Logo that last is one of my top three logo book as a design instructor this book is enough to get you going in the field of branding so detail and interactive not boring to read the use of simple English and real life example makes it so organic and practical than just reading a textbook...This book made it to my top 3 list of logo book

I love this book. Intelligently written with stunning examples of the author’s logo & branding design. A great insight into the design process. Highly recommend.

I've followed Allan for a number of years and have been regularly blown away but the beautiful simplicity of his work. Now, in this book, I got to see how he creates these timeless marks and some more in depth case-studies which made me feel like a kid in a candy shop. Loved it!

I read this cover to cover in 2 evenings, and even as a designer of 20 years, I came away with some good nuggets of information I can use in future. I did appreciate the personal tone (very similar to Draplins book) which made for easy reading. There isn’t a great deal of variation in styles here, so for straight up inspiration there isn’t much value here - but there is value in understanding the logic and idea behind the creation of each, which could be applied to any style. As another reviewer mentioned though, some of the political and religious commentary was off putting and probably better suited to a memoir.

Congratulations to my friend and inspiring mentor, Allan Peters, on the launch of his incredible graphic design logo book, 'LOGOS THAT LAST'! My copy of the book arrived yesterday via Amazon UK. Your creativity and expertise have truly elevated my own design and creative projects. Thank you for being a constant source of motivation and inspiration!. Great stuff the book is awesomely awesome, every bit of it is inspiring. I would also like to give a shoutout to three other amazing influencers, Barnardco, Chrisdo and Made by James. Their unique logo ideas and patterns have played a significant role in my growth as an awesome logo brand identity creator designer. Together, these four incredible individuals have transformed my approach to design, and I'm grateful for the knowledge and inspiration they have shared. Join me in celebrating their exceptional work and talent! #LogoDesign #Influencers #Inspiration" Feel free to modify this message to fit your style and add any relevant hashtags that you think would be appropriate. Good luck with your social media content!

The book has proven a worthy asset to my design collection. Very informative and full of useful tips and tricks. Great Read!

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

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.

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.