5 Qualities of a Great Logo

logo design

A logo is one of the most important parts of your business identity. It embodies your brand and encapsulates your message in one visual element. It’s therefore only normal to want a logo that’s not only representative of your brand but also can be classified as “great.”

To do this, you need the help of a reliable logo designer. They can help you craft a visually pleasing logo that reflects your business ideals and your unique identity.

That said, there are certain qualities that make a logo truly great. Here are the top five that you should keep in mind as you’re working with your chosen design company.

Simplicity

Think of some of the world’s most iconic logos: Nike’s swoosh, McDonald’s arches, or Apple’s well, apple. What do they have in common? Besides being memorable, they’re also easy to replicate. You can give people on the street a pen and a sheet of paper, and they can easily draw an approximation of these logos.

Obviously, “simple” doesn’t necessarily mean that non-artists should be able to draw the logo by hand. Nevertheless, logos should have the capability to express your brand’s uniqueness and personality using as few elements as possible. You want something that takes only one glance to be remembered.

At the end of the day, simple things are easier to remember, which is what you’re looking for in a logo. 

Scalability or Responsiveness

Your logo is a marketing tool as much as a branding element. Therefore, your logo won’t be confined to the signages, business cards, and perhaps stationery. It may also be present on websites, social media posts, billboards, and a variety of other marketing materials.

This means that you should have a logo that’s scalable or responsive. It should be recognisable whether it’s in a small website icon or on a big poster.

. Simplicity comes into play here, since you can easily scale a letter or a simple icon down to size.

You can also study logos with both text and graphic elements. For example, the outdoor brand The North Face has the brand’s name and the quarter circle that represents the Half Dome in Yosemite National Park in California. When the logo is scaled down, the text element is removed and the quarter circle is retained.

Google and Coca-Cola are great examples as well. Google scales down their logo to become the stylised “G,” while Coca-Cola “ribbon device” is often used in minimalistic and small-scale designs.

Timelessness

A great logo is something that stands the test of time. Just take a look at the aforementioned Coca-Cola logo. It barely changed its design since its inception more than 100 years ago. As a result, it’s one of the most memorable and recognisable brand logos around the world.

Remember, of course, that logos can change as your brand evolves. However, you also need to consider how familiar your customers already are with your logo. The abrupt change might not be welcome or effective.

Consider the products that the logo will be used on, as well. Will it be printed on the sides of books? Will it be printed on juice boxes? These can help you decide on a logo design that’s recognisable and timeless.

Appropriate Colours

Colours can make or break a beautifully designed logo. That’s because colour can communicate a lot of things. For example, red can mean dynamism but it can also stand for alertness.

The colour choice for your logo may also depend on where it’s going to be used. For example, green is associated with growth but it’s also representative of money in the United States. Meanwhile, the colour purple can symbolise royalty in most places except Japan, where it’s associated with evil.

As such, you need to be careful about your colour choices for your logo. Blue might be your personal favourite, but it won’t suit your brand if you’re aiming to communicate happiness or energy.

Likeability

A logo represents your brand and you want your customers to like your brand. Therefore, your logo should be likeable. The design should be appealing to your target market and at the same time take into consideration different societal and cultural nuances.

More importantly, however, is that you should also like your own company’s logo. It’s your business and your vision, so the logo must be able to communicate that. The design company can guide you through the process, but in the end, the final output should be something you like.

Indeed, it won’t matter if you have the most beautiful logo ever designed in the eyes of your customers. If you personally don’t like it, then it won’t be as effective as a communication tool.

It may take a few tries before you and your chosen design company arrive at a great logo. Keep these qualities in mind as you work, and you’ll eventually come up with one that ticks all the boxes.