Logo design is perceived by many to be the most prestigious of design specialities. Many see the potential of designing a logo for a highly successful corporation, such as CocaCola as the hollywoodesque equivalent of design-fame. Logo design is in fact a very labour-intensive mix of inspiration and design-graft, regardless of the success or potential success of the client. Logo design for small companies is just as challenging as for international corporations. The issue is to communicate the nature of the client to the potential market of the client, to have solid branding impact (ideally meme-based), and to be mutable and adaptable enough to be applied to the extended branding efforts of the client, through internal and external comminication accross a spectrum of mediums.

Great care and consideration is needed when considering the life-span of the easthetic of a logo. It should not date. This is what is at the heart of the notion of logo design as the most prestigious form of commercial design. Persistant logos (those that do not date) are regarded as examples of inspired and inspiring design.