Other than aesthetic principles, the functional aspect of the logo is an important factor to be considered in logo design. The theory of Semiotics is able to provide theoretical concepts useful to the design process. In this paper, the author first considers relevant theories before proposing a model of sign-selection to be used as the first step in logo design. The rationale behind logo design is introduced, and followed by the proposition of identity concept theory, the aim of which is to provide guidance in the identity system. Finally, sign theory is discussed, and the three fundamental elements of visual signs are explored. Using this 3D model, a designer can search for suitable signifiers that are compatible with the signified, and allocate them according to their shape, color and textual elements in order to complete logo designs. In this paper, two logo designs are presented as examples of the model’s application. The author hopes to provide visual designers with a logical framework for logo design apart from the use of one’s personal aesthetic judgment.