The Logo Smith


The Logo Smith – Freelance Logo Designer & Brand Identity Design Studio

The Logo Smith aka smith.™ – a British freelance logo designer extraordinaire – has over 28 years commercial experience, in: Logo & Brand Identity Design; Logo & Brand Redesigns & Updates; Label & Packaging Design; Icon & App Icon Design; Social Media Branding; WordPress Development; Print & Digital Design; Reprographics; Lithographic & Digital Printing; Advertising & Marketing.


The Logo Smith aka Smith.™ specialises in: Logo & Brand Identity Design; Logo & Brand Identity Redesigns & Updates; Icon & Application Icon Design; Packaging and Typographic Design.

The Logo Smith is a leading UK freelance designer that develops and designs high calibre logo marks and brand identities that are: beautiful & unique; clean & bold; flexible & adaptable, and all with a timeless flair.

The Logo Smith has a particularly strong & creative eye for a: logo redesign, or a brand identity redesign, be it a: subtle brand refresh; significant brand identity update, or a complete brand identity overhaul.

The Logo Smith is well known for designing engaging Logo & Brand Identity Designs.

This fact can be articulated by a number of happy clients in their glowing Client Testimonials, and in particular: this testimonial from Damien Hottelier:

When you are independent and you create your logo, be prepared to see it tens of thousands of times. Almost 8 years later, the logo created by Graham Smith, at The Logo Smith, hasn’t aged a day.

It is still beautiful, modern, representative, reaps compliments and contributes to a strong brand image.

I remember a complete creative process, done by a committed person who really tries (I’ve seen so many who don’t understand the meaning of the word) to understand your needs.

More: he succeeds and all the values you wanted to communicate are expressed by the logo.

If you are looking for a talented designer, don’t hesitate for a second. Choose him. You won’t regret it. You will live with his or her creation, which you will see throughout your professional life.

Graham: Thank you.


Damien Hottelier, via 5 Star Google Review.


Logo Portfolio by The Logo Smith – Logo Marks, Brand Marks, Type Marks, Emblems, Symbols & Icons

Whilst a logo isn’t the entirety of a visual brand identity: a memorable logo mark can certainly help create a lasting impression in the eyes of the beholder.

The logo mark which is also called a: brand mark, symbol, icon, emblem, is often the first visual representation of a brand and/or company that a person sees.

In the examples above, the logo mark is the: Orange P for Pure Storage, the Green Icon for Feedly, the Purple M for Medicine.com.

Pure Storage Mercedes AMG Petronas Motorsport Logo Design by The Logo Smith

Pure Storage hired The Logo Smith to design and develop their new logo & brand identity, during it’s stealth mode period in 2011 – Pure Storage are still using this logo to this very day – June 2020.


A logo design needs to full fill many roles; it performs as a beacon from which it communicates on so many different levels. 

It’s easy to take logos for granted, but without one there’s nothing to build upon, and around. The logo is the foundation from which everything else grows.

A typical logo design process includes: research of competing competitors & target audience; investigation of alternative design directions & ideas; refinement of a chosen logo design; testing across brand touch-points, and finally adoption of the chosen logo design by the client.

On the outside, a logo mark that is clean and functional, conveys simplicity and depth of character, is the ultimate aim during the development and design phase of a logo and brand identity design project.

A clean and simple looking logo mark is rarely simple in its development and design, but it will appear as though this simplicity was easy.

The logo will often be a complex weave of: horizontal, vertical, angular alignments and intersections, along with other design grid principles, to ensure the logo is balanced and well formed in its final form.

→ View Logo Portfolio Page 1 & Page 2


Brand Identities by The Logo Smith Brand Guidelines, Signage, Stationery, Websites, Packaging etc.

SuperblyCo Brand Identity by Freelance Logo Designer The Logo Smith

The brand identity of a company is far more than a logo design, symbol, icon, word mark etc. 

For example, it will consist of a varied range of both physical and emotive elements; some can be seen, some touched, some smelt and many play on our emotions.

Brand identities can also include aspects of product design: applying brand logo designs to various products & equipment, such as: Flash Array Hardware for Pure Storage; Bottle, Label & Packaging for BrainExcell; Exhibition Stands for Abacus Insurance; Animations for ADXPRS; Stationery Designs & Logo Guidelines for SuperblyCo


Monomarks by The Logo Smith – Naked, Raw & Monochrome.

Excedr by The Logo Smith

Pure Storage Company

MoleseyCo Dog Monomark by The Logo Smith

Feedly Icon

Ghost Cryptocurrency Payment Monomark

T-Shirt Express Monomark

Explainly Explainer Videos

Meads Heritage Monogram

The Monomarks Collection consists of Individual: Logo Marks, Brand Marks, Type Marks, Emblems, Symbols and Icons, taken from my portfolio, displayed in glorious techniblack; stripped of all colour and context.

I go to great lengths to ensure that each logo I design works in it’s purest form; stripped of all colour, and in most cases; all wording. 

This allows the resulting Monomark to convey the intended message in the purest way possible.

Monomarks Book Designed by Smith Freelance Logo Designer

Monomarks Book Designed

The benefit of a logo mark that works well in solid black is that it will often translate well to small sizes, such as those required for: application icons, social media profile images, favicon, avatars, etc.

The main drive behind the Monomarks Collection is to focus only on the graphical element of a logo design.


More Services by The Logo SmithOther Creative, Technical & Social Media Services.

BrainExcell Nootropics Brand Identity Freelance Logo designer

The Logo Smith isn’t just an amazing freelance logo designer; he also provides a full range of other creative, technical and consultive services.

Some of these additional services have included elements of Product Design, for Brain Excell: designing the bottle shape, labels and packaging (see image above).

You can’t beat Experience

The Logo Smith is able to offer and provide these additional range of services, simply due to the 28 years spent working within the industry.

This huge amount of cumulative experience has meant the ability to refine and hone many valuable skills.

This varied skillset translates perfectly to being a well rounded freelance logo and brand identity designer; allowing The Logo Smith to offer clients a multi-disciplinary design service, with many years of real-life experience.

Some of these additional services are, but not limited too:

Logo & Brand Identity Design 

Freelance Logo Design; Brand Identity Design; Icon Design; Logo & Brand Identity Redesigns; Corporate Brand Design; Brand Consultation; Brand Guidelines, Graphic Standards Manuals & Style Guides; Brand Name & Tag-line Creation.

Print & Digital Design Graphics

Business Stationery Design; Packaging Design; Exhibition Stands; Brochure & Catalogue Design; Poster & Flyer Design; Record & Music Label Design; Book Cover Design; Typography & Lettering Design; Photo Retouching; Image Manipulation.

WordPress & Website Design

Secure WordPress Installations utilising Cloudflare; WordPress Theme Customisation; Website Security; Website Speed, Performance Audits & Optimisation; Domain Name, WordPress & Website Hosting.

SEO & Social Media

SEO & Google My Business Audit & Optimisation; Social Media Platform Branding; Social Media Audit, Consultation & Strategy; PR Services: Technology, IoT (Internet of Things) & Smart Home Public Relations.


Blog Posts Authored & Curated by The Logo Smith

Coming up are the 8 most recent Blog Posts, visit the Design Blog for the complete index:

Graham has been online (AOL, ICQ) and blogging (Typepad) since the late 1999’s, and it was only when The Logo Smith came into existence, that this became more of a priority, rather than a personal hobby.

The Design Blog of The Logo Smith enters the timeline around 2008, and only gains momentum a few years after that.

Around 2012-1024, The Logo Smith was even approached by two significant book publishers, to author a book on Logo & Brand Identity Design, but due to various logistical considerations — would have meant giving up all client work in order to write one book taking approximately 6 months — these were both turned down.