What makes a good logo?

A logo is the icon or mascot that represents your company. It is what will communicate your brand’s personality, values and core messages at just a glance. This first impression has the ability to make or break how people see you. Before you move forward with a new logo for your company, check out these 5 core principles of logo design to make sure that your investment will stand the test of time.

Simple

A great logo is easily recognizable in an instant. Less is more. From the Nike swoosh to the Apple apple, simplicity is key for success because most consumers only grant a split second of their attention. A simple design can express your brand’s personality concisely and effectively.

Relevant

Relevance doesn’t mean it needs to say a lot. It is more about the feeling. Different shapes evoke different feelings, ideas, and sensations. For example, a transportation company logo could be more angular and dynamic, insinuating movement, whereas a fine winery may be better represented through elegant curves.

Distinctive & Memorable

It should be unique enough to stick in peoples’ minds. When consumers can easily recall your logo, it creates a sense of familiarity and connection. As a result, they are more likely to engage. Use the doodle test to find out if a logo is memorable enough. After glancing at it only once or twice, see if you can sketch it out from memory.  

Timeless

It can be tempting to incorporate exciting new design trends, but a few years down the road when the trend has fizzled, you’ll be left needing a redesign. Timeless logos are generally really simple and remain true to the company’s core principles.

Versatile

A good logo should be easy to scale across all different sizes and situations. From the tiny little favicon in the corner of your browser window to the giant billboard promoting your next event. It if is too complicated it will not fare well.

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