In this paper, a new yet simple reference logo watermarking scheme based on fractional Fourier transform (FrFT) and singular value decomposition (SVD) is proposed. The core idea of the proposed scheme is to segment host image into non-overlapping blocks by the means of Hilbert space filling curve and a reference image is formed by considering Human visual system (HVS). First, reference image is transformed into FrFT domain and embedding is done by modifying singular values of the reference image using singular values of watermark. After embedding, modified reference image is segmented into blocks and these modified blocks are mapped into their original places for constructing watermarked image. For extraction, a reliable watermark extraction scheme is proposed. The experimental results demonstrate better visual imperceptibility and resiliency of the proposed scheme against intentional or un-intentional variety of attacks. © 2009 Springer Science+Business Media, LLC.