What Makes a Good Logo?
A lot of it must be subjective, right? We are all drawn to different things, and what is considered great design can vary from person to person.
While the above is true and styles are completely up for debate, there are still parameters that every logo should follow in order to be effective for a brand.
To talk about what makes a logo good or bad, we should first address the function of a logo. On the most basic level, a logo is a symbol made up of text and/or imagery that is used to identify an organization. (Organization being a business, individual, nonprofit, team, product, you name it.) Its purpose is to represent your business, deliver a message about what you do and/or how you do it, and communicate to the customers you want to work with.
Here are the boxes it should check:
1. Simple
It’s important that your logo can be identified and read at a quick glance. It needs to be clean, clear, and say a lot with a little. An easy-to-read typeface and a limited color palette go a long way here, but simplicity in the icon/illustration is imperative, too. A strong logo should not have a lot of clutter, and should not try to force every single detail into its mark. It should not be overwhelming to look at.
If someone asks you to think of an iconic logo on the spot, you’ll probably think of a brand like Apple, McDonald’s, Nike, Target. What do these all have in common? They are incredibly simple.
Simplicity is also crucial because it allows each of the other 4 points below to be possible. So with that, onto the next principle!
2. Memorable
What makes your logo unforgettable? The key is to build the design around what makes your business different from every other one out there that does essentially the same thing as you. A good logo goes beyond the standard imagery that represents what you do, and instead focuses on why you do it.
A memorable logo communicates a feeling and personifies your mission through design. When your customers feel like those things resonate with them, they are more likely to remember your brand and stay loyal to it.
3. Relevant & Appropriate
You should certainly love the look of your logo, although it’s important to remember that it’s not about what you like personally; it’s about what appeals to your customers. The logo for a bank should not have the same look and feel as the logo for a children’s clothing store.
If your brand goals are to communicate a calming, relaxing vibe, but you really love vibrant red, you may need to compromise and accept that pale blue or light green. If you love greenery, leaves, and floral imagery but you run a boating company, there’d probably be a disconnect if you used images alluding to land in your logo.
4. Versatile & Adaptive
We all enjoy seeing our logos large, bold, and bright, but inevitably there will be times when they need to be shrunk down or printed in a single color. Your logo needs to be legible at a reduced size. It should look just as good 8 feet wide as it does 2 inches wide. It should work perfectly in black and white without losing details.
Further, your logo should truly be part of a logo suite. If your primary logo is very vertical, you should also have a horizontal version for times when you need to place it on a sprawling banner, and a round or condensed version for those tiny social media profile images. This allows you to use your logo flexibly across a wide range of applications without compromising on the clarity of the design.
5. Timeless
You probably don’t want to pay several thousand dollars every year to have your logo redesigned, do you? Professionals out there will recommend a rebrand anywhere from every 5 to every 15 years depending on how much changes in a business and its customer base, and to keep from looking outdated. Still, having an effective logo will prevent you from needing a complete overhaul every time your brand makes a tiny tweak.
Just like clothing has trends, design does, too. If you browse logos on an inspiration website like Pinterest, you’ll start to see a lot of the same imagery cropping up. With clothing styles, there are pieces that will be in fashion for just a season, and there are pieces you’ll wear over and over for years to come. When it comes to your logo, you want to aim for the latter. It’s worth noting again that it’s important to think beyond what you’re personally attracted to and think about how the design will age with your audience.
Like mentioned above, one thing that helps strengthen the longevity of a logo is a design that is built conceptually around the unique values and personality of your company, instead of around a literal depiction of what you do. While you may alter your exact products or offerings, it’s less likely that you will change your core values and why you do what you do.
So there you have it! These are the qualities to strive for when branding your company. When searching for a logo designer, browse through their portfolio and ask yourself if their work matches these principles. Keep these qualities in mind during your design collaboration, too.
When all of these principles work together, you’ll be set up with a logo that clearly communicates the essence of who your business is and serves you for a very long time.
Curious to explore how we can collaborate on a strong logo for your business?
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