What Makes a Great Logo?

The whole idea of a logo is to communicate with the viewer and create something that resonates and is memorable. When you design a logo it needs to define who you are as a practice.

Here are 5 ways to design and achieve a great logo that will stand the test of time.

Simple

Your logo needs to be easily identifiable at a glance. Allow for changes of size and color. Good logos deliver something unexpected and are unique without being complicated.

Starbucks, this logo is universally recognized worldwide. The story behind the Starbucks logo gives it a very unique quality among its contemporaries. Can you think of any other globally known coffee company that has an identity as unique as the Starbucks logo where the story and values permeate the identity in a simplistic way? The execution of the logo is clean and symmetrical and its application into multi-purpose usage backs up how simple the visual representation is.

Memorable

An effective logo should be memorable. Keep it simple and appropriate to the nature of the business. The Audi logo has a global presence. Children from a very young age play games in memorizing what cars they recognize via their identity.

Timeless

An effective logo should be timeless and should avoid trends. It should last the test of time. How will your logo look in 10 years' time?

The London Underground logo is timeless. The identity is over 100 years old and has worldwide iconic status, its application of use is still going strong.

Versatile

A good logo can be used in a variety of sizes and colors. Your logo should have the versatility to appear on collateral for a pen to a plane. This dramatic physical scale in usage demonstrates how identity needs to work across a wide scope of collateral.

Appropriate

A professional logo should be fit for purpose. The logo should be appropriate for the intended audience. For example, a logo for a toyshop could be colorful and playful in its execution however, the same wouldn’t apply to a law firm.

Scalable

Ensure the logo remains legible and visually appealing when resized, from a small favicon to a large billboard.

Negative Space

Leverage negative space creatively to incorporate hidden meanings or subtle elements within the design.

Negative space can enhance the logo's depth and intrigue.

Incorporating these logo design principles into your creative process will help you craft a logo that effectively represents the brand, leaves a lasting impression, and stands the test of time. Remember that each logo design project is unique, and the principles should be applied in a way that best suits the specific brand and its objectives.