What makes a good logo? A designer’s perspective.
Your logo is often the first brand element your audience will see.
If it’s well designed - your logo has the power to establish your brand identity, build trust, and set you apart from your competition.
A good logo won’t hit you in the face. It’s simple. It’s versatile. It’s clever. And it should follow these logo specific design principles.
A good logo is:
Simple.
A good logo is simple, memorable, and easy to recognise.Timeless.
Forget design trends. Your logo should be able to stand the test of time, and not be dependent on what’s currently popular.Distinctive.
Don’t look like every other brand out there. Be unique and stand out from your competitors.Legible.
Ditch the weird font that no one can read. Simple is better.Relevant.
Your logo should be relevant to your company's products, services or industry.Scalable.
You can use your logo in a variety of sizes - from a tiny app icon, to a full blown billboard.Versatile.
Your logo should be adaptable to different colours, placements and formats.On brand.
Your logo should fit nicely with your company's overall brand and values.
Some examples of good logos:
Coca-Cola
It’s red and white, and you don’t even need to see the logo to know who that iconic shaped bottle belongs to. The Coca-Cola logo has only slightly changed since it was created in the 1800’s. It’s timeless and distinctive.
McDonald’s
They have over 39,000 locations in over 100 countries. Those golden arches are recognisable absolutely anywhere in the world. It’s simple and memorable.
Levi’s
You spot that back pocket stitching and instantly know those jeans are Levi’s. One of the oldest clothing brands in the world has evolved their brand over time to stay relevant. It’s timeless and versatile.
Swarovski
The serif font brings a luxurious feel to this high-quality, precision-cut crystal brand. Their swan icon can stand alone - reflecting the elegance, grace and beauty of the Swarovski brand. It’s distinctive and versatile.
Tesla
Love or hate Elon - he knows what he’s doing. The Tesla logo is futuristic, simple and effective. The T looks like the cross section of an electric motor. IMO it could also represent a solar panel, or a plug. The logo is relevant and distinctive.
Adidas
Three parallel stripes can only mean one thing. Adidas products are known for their sleek and modern designs, and their logo is no exception. It’s versatile and simple.
Apple
Did you know: the first Apple logo featured Sir Isaac Newton sitting under a tree, with an apple dangling above his head. It didn’t last long, and was replaced by the current version. It’s simple, memorable and scalable - the exact brief the designer was given.
These are some of the most recognisable and enduring logos in the world, and have stood the test of time. They’re known for their simplicity, scalability, and memorability.
Just remember - how good a logo is should be evaluated based on how well it represents your company's brand, and connects with your target audience.
If you’d like a good logo - a Designer Logo or Brand + Website Intensive might be for you. Let’s chat.
