Top 5 Characteristics of Good Logo
October 7, 2022
Your logo design is the silent ambassador of your brand, and often creates people’s first impression of your company. Do you know what that impression is? In this article, we’ll reveal 5 best practices for creating a good business logo that not only is aesthetically pleasing, but is memorable and stands the test of time as a representation of your brand.
INTRODUCTION
Your logo design is the silent ambassador of your brand, and often creates people’s first impression of your company. So do you know what that impression is? Does your logo clearly and powerfully signify what your company does? Will it cause people to remember you, even if they haven’t heard your elevator pitch?
A lot of people ask us for our take on different logo design concepts. In our opinion, a logo is very good if it meets as many of the following criteria as possible.
5 CHARACTERISTICS OF A GOOD LOGO
- SIMPLE
Some of the most impactful and successful logos in history are surprisingly simple. Take a moment to think of some of your favorite brand’s logos…Nike, Apple, or Zoom. Simple logos are easy to remember and recognize. Simplicity is the key component for logos because most consumers only focus on a logo for a short time. A simple design can express your brand’s personality quickly and effectively.
Simple logos highlight the most important parts of a brand’s personality. A symbol is a powerful way of creating simplicity, as it can impart a mental association with a specific set of values or ideas.
Overall, the most important aspect is to focus on using as few elements as possible to communicate your brand’s identity.
- RELEVANT
A great logo shows relevancy to the markets their companies target. More importantly, they clearly communicate a brand’s personality and identity. A primary element is the use of colors in your logo, which can trigger different emotions and show your brand’s personality to consumers. A company that sells toys for children may choose bright colors that communicate energy, fun, and excitement.
Another important component is the font used in the logo or word mark. Fonts help communicate your brand’s tone and its values, which ultimately help define your personality. More angular and thin fonts are ideal for highlighting a company that works in technology while softer cursives are excellent for companies that work in jewelry or women’s products.
Finally, choosing the right symbol is a key aspect of establishing a visual foundation for your logo. Symbols are important facets of a logo because they can be used by themselves as a simpler version of your logo. Symbols are also important when building connections between your brand and the ideas and values behind it.
- MEMORABLE
The goal of a logo is to generate a connection with a consumer and create interest in your brand. When consumers can easily remember your logo and brand, they are more likely to bond with your company. Logos that are easy to remember and produce a strong impact are valuable because they help your brand stick in consumers’ minds.
Memorable logos combine many of the elements discussed above, but they find the right balance between the visual and textual aspects. More importantly, they clearly and cohesively communicate your brand’s personality and tone.
Finally, a memorable logo should always strive to be unique. Even in industries where there are standards and common norms for designs, your logo should always aim to stand out from the pack as much as possible.
- TIMELESS
The greatest logos stand out from others because they remain relevant and effective over the years. It may be tempting when you design a logo to incorporate current design trends and fads, but it’s not always the best decision. These logos may look good now, but they will probably need to be redesigned later to keep them current.
However, a timeless logo will remain relevant and connect with users no matter what decade or era. For instance, McDonald’s golden arches have remained unchanged for decades, as has Coca-Cola’s iconic word mark.
Timeless logos emphasize quality over quantity, removing any unnecessary elements and wild ideas and focusing on what works. Focus exclusively on your brand’s core ideas and values to uncover the most effective way to transmit them without unnecessary clutter.
- VERSATILE
Lastly, a great logo can be used in many ways, shapes, and situations. For example, a static logo that can only be used in one size online is not for your brand as it limits the ways you can expose your brand to the world. Choosing a logo that’s responsive, meaning, it can be resized, printed, or placed on different media makes your brand significantly more visible.
Even the best-looking logos are not necessarily good if they become illegible or unrecognizable when you shrink them for packaging or become distorted when you put them on a billboard. One of the easiest ways to make your logo more versatile is to think about what format you create and save it in. Traditional photo images may pixelate when you resize them, but vector files are built to be scaled.
On a design level, keeping the clutter to a minimum and opting for a simple design will instantly make your logo more versatile. Having too many lines, flourishes, elements, gradients, or colors can create a complicated design that will scale poorly. Instead, keep in mind that you have limited real estate, and focus on saying more with less.
CONCLUSION
Good logos are easy to design when you focus on the qualities that make them effective. By working to produce a timeless yet versatile design, you can establish a strong foundation to build your brand upon.
Making it simple will also help it be more memorable for the audience, thereby ensuring that your design is more relevant. With a good logo in hand, you can start creating an impactful brand that will catch consumers’ eyes while keeping you on their minds for a long time to come.
If you want to take the hassle out of designing a logo yourself, please schedule a Free Discovery Call with our talented logo design team.
