The Qualities of a Good Logo
If you are reading this, chances are you want a good logo for your business or organization. But you have no clue to make out a good logo from a bad one. Today, I will discuss what makes a logo good. This will help you evaluate your own logo to determine if it’s time to reinvest in a rebrand.
These nine qualities make a logo instantly identifiable, and ensure that when consumers look at it, they'll connect with your brand.
Simple
Relevant
Memorable
Timeless
Versatile
Scalable
Appropriate use of colour
Time and effort invested
Consistency with the brand
Simplicity: A good logo is simple and easily recognizable. It should be able to convey the brand's essence in a clear and straightforward manner. Avoid complex designs that may confuse or overwhelm the viewer.
Relevance: The logo should be relevant to the brand it represents, reflecting the brand's values, mission, and personality. It should evoke the right emotions and align with the target audience.
Memorability: A strong logo is memorable and stands out from the competition. It should leave a lasting impression on the audience, making it easier for them to recall and recognize the brand.
Timelessness: A well-designed logo has a timeless quality that remains relevant and effective even as design trends evolve. Avoid using design elements that may become outdated quickly.
Versatility: A good logo is versatile and works well across different mediums and sizes, including digital platforms, print materials, signage, and merchandise. It should be easily adaptable without losing its impact or readability.
Scalability: A logo should look good and maintain its integrity when resized, whether it's a small icon or a large billboard. Simplicity is key to scalability.
Appropriate use of colour: Colours play a vital role in logo design, as they evoke emotions and associations. A good logo uses colours thoughtfully to reinforce the brand's message and identity.
Time and effort invested: Designing a logo requires thoughtful consideration, creativity, and attention to detail. A well-crafted logo typically involves several iterations and refinements before arriving at the final version.
Consistency with the brand: The logo should be consistent with the overall branding strategy and mesh well with other brand elements, such as fonts, imagery, and tone of voice.
Now that you know the elements of a good logo, you are well on your way to design the perfect logo for your business. Here are a few tips to help you out in this regard.
Design in Black and White
This follows from the point of good logos being versatile. Test your logo to see if it has the same effect when printed in reverse, i.e. a light logo on a dark background.
One way around this is to start designing your logo in black and white only, as this helps you focus solely on the concept and structure. Colours can be added later (see next point).
There is also a practical advantage here, for experimenting printing with colours is costly for the business in the long run.
Choose Colours Wisely
Colours obviously play a big part in logo design both to catch attention and also evoke emotions. That is why you should really be thoughtful about what you want to communicate with selected colours when coming up with ideas for your logo. Only use colours (as well as fonts and graphics) that reflect the image of your product or service.
Here’s another practical tip: Whichever colour you select as the main one for your logo, the secondary colour should be a complementary colour or analogous colour.
Be Cautious of Trends
Finally and most importantly, since you want your logos to serve long-term branding purposes, you need to approach trends with caution. What works now may not work in the future, so make sure what you design looks out of place a decade later.
Think you may be in need for a brand update? Learn more about our Custom, Strategic Branding services here.
