Pencil-Pen-Pigment (PPP) Logo Test

Evaluate logos for effectiveness, not just attractiveness. An effective, unattractive logo beats an ineffective, pretty one.

Source framework: David Bain — The Pencil-Pen-Pigment Logo Test (2023).

When to use

• Designing or critiquing a logo, wordmark, symbol, or icon
• Choosing between logo concepts
• Specifying logo variations for a brand system
• Checking whether a mark will survive real-world use
• Deciding whether to refine, simplify, or start over

Core principle

An effective logo must do the job across mediums: websites, social, packaging, print, email, in-store, promo products, events, embroidery, and more. The PPP Test is a quick effectiveness filter — not the final word on brand strategy.

The PPP Test