What makes a good logo?
A logo is more than just an image; it’s the visual representation of a brand’s identity and values. A well-designed logo is crucial for creating a memorable impression, establishing credibility, and fostering customer trust. But what makes a good logo? Let’s dive into the key principles and elements that contribute to effective logo design.
Simplicity: The foundation of a good logo
A simple logo is easy to recognise and remember. Overly complex designs can confuse the viewer and dilute the message. Simplicity ensures that the design logo is versatile and can be scaled across various platforms, from business cards to billboards.
Why simplicity matters in a logo
● Memorability: Logos with clean, uncomplicated designs are easier to recall.
● Versatility: Simple logos maintain their integrity whether they are printed in black and white or resized for small screens.
For instance, brands like Apple and Nike have logos that are iconic because of their minimalist approach.
Relevance: Aligning with the brand’s identity
A good logo should align with the brand’s industry, values, and target audience. The design elements, such as colour, typography, and imagery, should reflect the essence of the business. For example:
● A theme park logo might use vibrant colours and playful fonts to convey excitement and fun.
● A corporate logo for a law firm might stick to more muted tones and clean lines to exude professionalism.
When considering what makes a good logo for a business, relevance is key to ensuring the design resonates with the intended audience.
Scalability: From business cards to billboards
A good logo must look great at any size. Whether it’s displayed on a tiny app icon or a massive outdoor advertisement, the design should remain legible and impactful. This scalability ensures the logo’s effectiveness across diverse marketing channels.
Tips for scalability
● Use vector graphics to ensure the logo maintains its quality when resized.
● Avoid intricate details that may become illegible at smaller sizes.
Logo examples by Lyons Creative for a business consulting company
Timelessness: Designing beyond trends
Trends come and go, but a timeless logo endures. While it’s tempting to incorporate contemporary design trends, a logo should have lasting appeal. Consider how logos from companies like Coca-Cola and IBM have remained largely unchanged over decades.
Avoiding trend dependency
● Focus on classic design principles.
● Use colours, fonts, and shapes that won’t feel outdated in a few years.
Memorable logos: Making a lasting impression
A logo should leave a strong, positive impression on the audience. Memorable logos stand out in a crowded marketplace and make it easier for customers to recognise and recall the brand.
Characteristics of Memorable Logos
● Unique and distinctive design.
● A clever use of negative space or symbolism.
Versatility: Adaptability across platforms
Today’s logos must work across multiple mediums, including websites, social media, print, and merchandise. A versatile logo is adaptable to any format without losing its impact.
Ensuring versatility
● Test the logo on various backgrounds (light, dark, patterned).
● Create variations, such as horizontal and vertical layouts, to suit different placements.
Colour psychology in logo design
Colours play a critical role in shaping perceptions and emotions. The right colour palette can enhance a logo’s message and appeal to the target audience. For example:
● Red: Passion, energy, and urgency (e.g., Coca-Cola).
● Blue: Trust, professionalism, and calmness (e.g., Facebook).
● Green: Growth, health, and sustainability (e.g., Starbucks).
Choosing the right colours
● Consider cultural connotations of colours.
● Use no more than three colours to avoid overwhelming the design.
Woman sitting at a desk looking at colour swatches on a colour wheel
Typography: Choosing the perfect font
Typography is as important as imagery in logo design. The font and type should complement the brand’s personality and be legible across all sizes. For example:
● Serif fonts: Traditional and professional (e.g., Times New Roman).
● Sans-serif fonts: Modern and clean (e.g., Helvetica).
● Script fonts: Elegant and sophisticated (e.g., brands in fashion or weddings).
Avoiding common typography mistakes
● Don’t use too many fonts in one design.
● Ensure the text remains readable at smaller sizes.
The role of negative space
Clever use of negative space can elevate a logo’s design. It adds depth and interest while keeping the overall look clean. Brands like FedEx and Toblerone use negative space effectively to convey hidden messages and reinforce their identity.
Benefits of negative space
● Enhances simplicity.
● Encourages viewers to spend more time observing the logo.
Logo examples by Lyons Creative for a Diversity Equity and Inclusion company
What a good logo needs
A well-rounded logo combines all the above elements into a cohesive design. Here’s a quick checklist:
Simplicity: Is it easy to recognise?
Relevance: Does it align with the brand’s identity?
Timelessness: Will it remain appealing in 5, 10, or 20 years?
Scalability: Does it look good at any size?
Memorability: Will it stand out in a competitive market?
Versatility: Can it adapt to different platforms and mediums?
Professionalism: Is it polished and free of design flaws?
Why a good logo is important
A logo is often the first interaction a customer has with a brand. A well-designed logo:
● Builds brand recognition.
● Communicates professionalism.
● Differentiates the business from competitors.
● Creates emotional connections with customers.
If you’re unsure how to design a good logo, using a design logo template or consulting a graphic designer can help.
Examples of good logos
Amazon: The smiley arrow from “A” to “Z” represents customer satisfaction and the wide range of products.
FedEx: The hidden arrow in the negative space between “E” and “X” symbolises speed and precision.
McDonald’s: The golden arches are simple, memorable, and universally recognised.
Bonus: How to choose the right logo designer
Finding the right designer is a crucial step in creating a good logo. Here’s what to look for:
● Portfolio: Review their previous work to ensure their style aligns with your vision.
● Experience: Look for designers who have worked with businesses in your industry.
● Communication: Clear communication ensures your ideas are accurately translated into the final design.
● Reviews and Testimonials: Check for positive feedback from previous clients.
You can also explore online platforms that offer customisable logo templates or tools to help bring your ideas to life. But remember to check licences, as it may not be possible to trademark them at a later date - as they often belong to the software company which generated them. Always check!
How to choose the right logo designer
Lets talk if you need help with your brand and marketing designs
Conclusion
A good logo is a blend of simplicity, relevance, and creativity. It tells a brand’s story at a glance and leaves a lasting impression. Whether designing for a startup or refreshing an established brand, focusing on these principles ensures your logo will stand out and resonate with your audience.
Article written in collaboration with SEO Baguette and Adobe Express
Thanks for reading. I’m Angela Lyons, the founder and graphic designer at Lyons Creative.
I specialise in both print and digital design, I aim to help businesses enhance their visual appeal by creating compelling and distinct marketing designs. I also help freelancers and share my experiences in my newsletter ‘Font love Friday and Other Designer Things’ Sign up!
If you are interested in learning more about my services and how I can assist your business, please feel free to contact me and we can discuss your business needs further.
* This will contain an affiliate link. I will get some money from it. I only promote the things I use, and they work well for me.
