6 Things a Good Logo Should Be

What is the first thing that comes to mind when you think about a brand? Whether it is their product, their packaging, or their advertising campaign, they all contain and stem from one thing: their logo. So, it'd better be good. So, what makes a good logo?

A good logo should be distinctive, appropriate, practical, graphic, simple in form and conveys an intended message. From that perspective, we’ll give you 6 principles of effective logo design.

An effective logo is (in no particular order):

• Simple

• Memorable

• Timeless

• Versatile

• Appropriate

• Meaningful

1. Simple

  
Courtesy of Nike

A simple logo design can be instantly recognizable and allows the logo to be used in every way possible. Good logos contained something unique without being excessively attractive. Take a look at Nike’s logo. A simple swoosh that will stick in your head at least for the next 10-20 years unless if they change it before then.

2. Memorable

Courtesy of Apple

Catching up behind the simplicity is memorability. A good logo design should be memorable and this is achieved by having a simple, yet, appropriate logo. Apple did a great job when they designed their logo. Regardless of their products, now they are the world’s most valuable brand in the world. The logo was inspired from the story of Sir Isaac Newton sitting under an apple tree, fell asleep, got hit by a fallen apple. Following the Sir Isaac’s story, the logo also can be interpreted as innovative ideas. That’s why the Apple logo, their name, the story behind it, really makes a great logo that is memorable to the audience.

3. Timeless

An effective logo should be timeless so it can endure the ages. Will your logo be relevant in 10 years, 20, or 50 years? Most of us might agree that the best example of a timeless logo is the Coca-Cola logo. Take Pepsi as a comparison and you’ll see just how effective creating a timeless logo can be. From 1898, Pepsi already changed their logo drastically over the years until 2008. While Coca-Cola logo also has changed several times since 1886, we can still see that the change is not nearly as dramatic as Pepsi did. Now THAT is a timeless design.

4. Versatile

By versatile, it means that an effective logo should be able to be placed and work across a variety of mediums and applications. It should be functional. For that, a logo should be designed in vector format, to ensure that it can be scaled to any size also fitted to be seen in horizontal and vertical formats.

Courtesy of Jordan

Is my logo still effective if; There are a few “What ifs” to be considered regarding this;

• What if the logo printed in one color?

• What if the logo printed on the something the size of a postage stamp?

• What if the logo printed on something as large as a billboard?

• What if it printed in reverse? (ie. dark logo on a light background)

Courtesy of Jordan

When colors are added to the equation, you might not need a lot of colors with a strong concept, to begin with. The other way around, try to begin by designing the logo in black and white only so you can focus on the concept and shape rather than the subjective nature of color. On the business side, you have to remember the printing costs. The more colors involved, the more expensive it will be for the business over the long term.

You should also get familiar with the commercial printing process so you won’t put yourself into troubles when problems come. Learn to know the difference between the CMYK, Pantone, and RGB color systems.

5. Appropriate

Courtesy of Pampers

How you position the logo should be appropriate for its intended purpose. For example, if a logo designed for a baby’s diapers company, it would be appropriate to use a cute font with colorful themes. But trust us, you wouldn’t see that so appropriate for a government’s secret agent service.

It is also important to state that a logo doesn’t need to show what a company sells or offers as a service. Ferrari doesn’t sell horses yet they sell cars. Apple logo isn’t the gadgets they sell. A logo is purely for identification.

6. Meaningful

Courtesy of FedEx

Last but not least. A meaningful logo would make a good logo. You don’t want your logo way too simple without a meaning behind it. By meaningful, we can say that you don’t have to make it packed-crowded one. Just a resemblance of what your company does is all. Ever see a FedEx logo? We often see it as a well-written brand. But if you look at the white space between the "E" and "x" you can see a right-facing arrow. This "hidden" arrow was intended to be a subliminal symbol for speed and precision.

*Read More: For The Love of Logos

Ready to have a face to your brand that ticks all the boxes? Leave it to us! You can see our works in design here. Together, we’ll help you to make sure that your logo is simple, memorable, timeless, versatile, meaningful, and (of course) appropriate. Give us a call!