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HBO and The Ringer's Bill Simmons hosts the most downloaded sports podcast of all time, with a rotating crew of celebrities, athletes, and media staples, as well as mainstays like Cousin Sal, Joe House, and a slew of other friends and family members who always happen to be suspiciously available.
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Some logos stick in your mind for decades. Others fade from your memory in just a few years.
In this episode of Practical Rebels, we talk about the five qualities that make a logo truly last. It is called the SMART framework, and it stands for:
✏️ Simple – Clear and easy to recognize.
🎯 Memorable – Sticks in your audience’s mind after one glance.
⏳ Ageless – Avoids trends so it stays relevant for decades.
🖥️ Reliable – Works everywhere, in every size and format.
💡 Thoughtful – Has meaning that connects to your brand’s story and values.
Whether you are a designer, a marketer, or a business owner, you can use SMART to evaluate your current logo or guide the creation of a new one.
🎧 Now streaming on both Apple and Spotify!
Chapters
1. Meet Joe and the Design Team (00:00:00)
2. Why Logos Matter Beyond Aesthetics (00:00:37)
3. Logos Build Meaning Over Time (00:02:44)
4. Perception: Personality in a Mark (00:04:30)
5. Standing Out Without Misfitting (00:06:00)
6. The SMART Framework Overview (00:06:54)
7. S: Simplicity and Recall (00:08:15)
8. M: Memorable Through Distinct Hooks (00:11:05)
9. A: Ageless, Not Trend-Driven (00:12:17)
10. R: Reliable Across Every Medium (00:15:10)
11. T: Thoughtful Storytelling That Sticks (00:17:00)
12. Using SMART as a Non-Designer (00:19:10)
13. Closing Thoughts and Thanks (00:20:35)
51 episodes
