What makes a good logo?

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 psychological principles to build a logo people remember (and why those same principles are being ignored by most of the industry). You'll learn: - Why a distinct logo made one beer taste 5% better - How a 1933 German study explains why Octopus stands out - Why brands from McDonald's to KFC give their logos human faces - And what happened when researchers asked people to turn off a robot ---

You can listen to What makes a good logo? online on Radio and Podcast. Open the player on this page to stream the available audio.

What makes a good logo? is an episode from Nudge - Marketing Science Podcast by Phill Agnew.

This episode is 23:50 long.

This episode was published on May 25, 2026.

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