Logo Design

The logo is only the tip of the iceberg

Our philosophy on logo design

What is a good logo?

A good logo is a simple one. You want to make an immediate connection with the viewer and a simple logo helps make that connection. Large corporations already know this. Here's a list of famous logos, and every one of them are simple in design and layout, and each have made a connection with you.

Dell, HP, Samsung, Sony, General Electric, Intel, Microsoft, Pepsi, Starbucks, Kellogg's, Shell, BP, BMW, VW, Toyota, etc...

A simple logo also allows for easy replication at various sizes, big and small, and is cost-effective for printing and embroidery. Don't concern yourself with representative imagery in a logo, because all the logos listed above have nothing in them that represents what they do or produce.

Logo evolution

A logo evolution is one of the most challenging decisions a company can make. An evolution is appropriate when a company grows and the message the brand conveys needs to be modified to reflect that growth. Most all of the large companies today have had multiple logo evolutions.
As your company grows, consider a logo evolution to inject new energy into the branding, customer base, and employees. Thorley Graphics can design and evolve your company logo, with unlimited revisions until you're happy with the resulting work.

More than a logo

Thorley Graphics goes beyond simply designing a logo. We assign Pantone colors to your logo, ensuring uniform color presentation across all printing formats. This ensures that your logo will look the same no matter what printing company prints it.

With our Logo Design Plus package, we create a logo standards file for you, which is the document you and your vendors refer to on the approved uses of the logo. Our Plus package provides you with several versions of your logo, including full color, two-color, one color, and reverse color options, which can be most useful when you want to print on give-away merchandise, such as tennis balls, frisbees, coozies, etc.

Samples of our logo design

Logo Design Pricing

Let us design your next logo evolution


Logo Design

$ 300
  • Custom logo design
  • Unlimited pre-approval revisions
  • Vector and raster files submitted

Logo Design Platinum

$ 450
  • Custom logo design
  • Unlimited pre-approval revisions
  • Vector and raster files submitted
  • Logo standards sheet

A closer look at famous logo evolutions


The Pepsi logo has evolved over time and has become one of the most recognizable logos on the planet. The production of Pepsi Cola started on June 16th, 1903. Caleb Bradham, the man who founded the company, basically scribbled a design which later went on to gather fame. Sensing the success of his ground breaking drink, he came up with a logo that centered on curves.

The first visible changes were made in 1940 and 1950, when red and blue colors replaced the original red logo along with a slight alteration to the shape. Another change to the logo was made in 1962 when the word “Cola” was dropped from the logo, making it just “Pepsi”. The logo again embraced some minor changes on its centennial anniversary in 1998, with Pepsi’s success reflected by a sphere which still is part of the world’s most popular logo today.

The Pepsi logo was revamped by New York-based Arnell Group for $1 million. The new design featured a “smile”, with a less formal rounded lowercase typeface.


The word "Shell" first appeared in 1891 as the trade mark for kerosene being shipped to the Far East by Marcus Samuel and Company. The word was elevated to corporate status in 1897, when Samuel formed The “Shell” Transport and Trading Company. The first logo (1901) was a mussel shell, but by 1904 a scallop shell had been introduced to give a visual manifestation to the corporate and brand name. The choice of a shell as an emblem was not surprising, as it was the company name. Also, each of Samuel’s tankers carrying kerosene to the Far East had been named after a different seashell.

In 1915, when the Shell Company of California first built service stations, they had to compete against other companies. Bright colors were the solution, but colors that would not offend the Californians. Because of the state’s strong Spanish connections, the red and yellow of Spain were chosen. The current emblem was created by the great designer Raymond Loewy and introduced in 1971. Thirty years on it stands the test of time as one of the world’s most recognized symbols. As with the Pecten, the actual colors have been modified over the years, most notably in 1995 when a bright, fresh and very consumer friendly new Shell Red and Shell Yellow were introduced to launch Shell’s new retail visual identity. The Shell emblem remains one of the greatest brand symbols in the 21st Century.


The Starbucks logo is widely regarded as one of the most popular and instantly recognizable logos in history. This memorable emblem has garnered broad worldwide recognition and several prestigious design awards. The earliest version of the Starbucks logo was introduced in 1971, based on a 15th century Norse woodcut. It comprised of a circular ring surrounding the mythical two-tail mermaid figure in a coffee brown color palette. The design was intended to symbolize the overpoweringly attractive and almost seductive quality of the coffee. When Starbucks was acquired by Howard Schultz in 1987, the corporate logo was significantly simplified and the bare breasts were covered up by the mermaid’s flowing hair. Furthermore, the green color was introduced so as to imply the growth, freshness, uniqueness and prosperity of the rapidly developing brand. The Starbucks logo underwent another overhaul in 1992, when the image of the mermaid was given a closeup view and her navel disappeared from the design.

The current version of the Starbucks logo was unveiled in 2011, as part of the company’s 40th anniversary. The revised, streamlined logo received harsh criticism from design experts and popular audiences alike. The controversial “wordless” redesign removed the outer green circle that featured the “Starbucks Coffee” brand name, while enlarging the inner siren.