What Makes a Good Logo?
Every business knows they need to have a logo - it’s your brand, after all! I mean, you look at a specific swoosh and know instantly it’s Nike...or a yellow M says McDonald’s… Both of those companies found a logo that worked for them and then they plastered it on everything. It took a while, but now they don’t even need to have their name on their advertisements - we know them by their logo alone! A good logo is simple, memorable, versatile, and meaningful; it captures the essence of your brand in a clean and instantly recognizable way. Here’s how I create logos for businesses and organizations:
Simplicity
The best logos are easy to recognize at a glance.
Simple logos scale well, reproduce cleanly, and are versatile across mediums (print, web, signage, etc.).
Think: Apple, Nike, Target.
Tip: Avoid unnecessary details or effects; focus on a strong, distinct shape.
Memorability
A logo should stick in someone’s mind after just a quick look.
Achieved through unique shapes, clever symbolism, or a single strong visual element.
Tip: Aim for “oh, I’ve seen that before” familiarity, not complexity.
Versatility
It should look great in black and white, in color, large or tiny, and on all platforms.
Test it on both light and dark backgrounds, and in horizontal and stacked formats if possible.
Tip: Create a simple version (mark only) and a full version (with text or tagline) for flexibility.
Timelessness
Avoid trendy fonts or design gimmicks that will feel dated in a few years.
A good logo should hold up for at least a decade with only minor refreshes.
Tip: Ask, “Would this still work if I saw it 10 years from now?”
Relevance
The style, color, and typography should reflect the brand or organization’s personality and values.
A daycare logo might be bright and friendly; a law firm’s logo might use strong, serif fonts and muted tones.
Tip: Make sure the logo fits the message and audience, not just your aesthetic preferences.
Distinctiveness
It should stand out among competitors and not feel generic or derivative.
Research similar brands to avoid overlap.
Tip: Ask: “Could this logo belong to any other brand?” If yes, refine it further.
