To cries of “the logo cost how much?” show this

These days when companies, organisations, sports teams and public bodies decide to change their branding, upon release Twitter explodes with cries of “how much”, “my mum could have done better” and “I’d do it for £20 on my hooky copy of photoshop”.

Designers rise up from their coffee and computers in defence of the cost but end up sounding defensive and bitter, especially if the end result is underwhelming (looking at you Gap).

Perhaps this infographic will help. It’s “The Iceberg of Logo Perception” that explains in visual form that the very public end of a branding project, usually the logo and perhaps a handful of early applications, is merely the tip of the iceberg. Like an iceberg, 90% of the mass is unseen. The bulk of the branding project goes unnoticed unless you know to look for it.

The Iceberg of Logo Perception
Lo! Tis The Iceberg of Logo Perception. 90% of it is unseen!

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Kieran Harrod is a freelance designer based in the United Kingdom. more…


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Submit a Designs for Review

I’d be delighted to receive your recommendations for brands and logos to review. All submissions should provide a link to a portfolio page or case study with multiple images. The more information you can provide, the more likely a brand will be reviewed.

Only real projects will be reviewed, please don’t link to concept logos or proposed rebrands.

Submission does not guarantee a review. Size, quality and other subjective factors all play into what might be reviewed.

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