May 25, 2026 · 24 min · 11 segments
In this episode, I chat to Pete Miller, part of the co-founding team at Octopus Energy, who helped design one of the most recognisable new logos in Britain. Hear how Octopus used two proven…
Phil AgnewHost
Pete MillerGuestAaron AhuviaGuest
[upbeat music] What makes a good logo? Well, I'm gonna warn you straight away that this episode, it will not give you a conclusive answer about what makes a good logo.
It is impossible to list all the things [chuckles] that might make a logo better or worse, and I'm not a designer anyway.
So instead, I'm gonna focus on two psychological principles that seem to make logos better.
To do so, I've interviewed someone who designed arguably the most successful new British logo in the past 10 years.
So I have spent the last 10 years or so on my job, which is to create a brand that is trustworthy, lovable, and engaging in an industry where those qualities are relatively scarce.
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[upbeat music] What makes a good logo? Well, I'm gonna warn you straight away that this episode, it will not give you a conclusive answer about what makes a good logo.
It is impossible to list all the things [chuckles] that might make a logo better or worse, and I'm not a designer anyway.
So instead, I'm gonna focus on two psychological principles that seem to make logos better.
To do so, I've interviewed someone who designed arguably the most successful new British logo in the past 10 years.
So I have spent the last 10 years or so on my job, which is to create a brand that is trustworthy, lovable, and engaging in an industry where those qualities are relatively scarce.