If you have never been involved in branding before it is a good idea to consider what actually makes a good logo. This infographic displays the spheres of influence behind what can make a quality logo design.

A good logo should be simple.

The first critical aspect of a quality logo is that it is simple. Look at all the globally successful brands and they are remarkable simple; Apple, Nike, Adidas, Twitter, Facebook. There is nothing to gain and everything to lose by complicating a logo design.

A good logo should be unique.

Lack of originality affects a brand in every way. The main purpose of a logo is to identify your company. If the logo can be confused with another business, or remind you of another business, or blend in with your competition - then it is not doing a good job.

When taking part in a logo design project for the first time - the inexperience can cause uncertainty. A common mistake is to look at your competitors logos and think that you should have 'something like them.' But this really defeats the purpose of having a unique, own-able brand for your company that sets you apart in your market. 

A good logo should be memorable.

A good logo should be recongizable as yours. When someone sees your logo for a second time they should know that they have seen your business before. A very common mistake is to see a logo you like and think ‘I want my logo to look like that.’ If it looks like another company brand then it is not memorable and it is not original.

A good logo should be balanced.

Good logos have good balance. Say you have a design which has long wispy lines floating out to the left - and you want the logo left-aligned at the top of a page. It's not going to look left aligned, as it only aligns to the left most element. Or perhaps the logo was to be centred on a wine bottle, if you take the logo and centre align it.. the bulk of the logo is going to sit to the right and look unbalanced. Good logos should either be able to sit balanced as they are - or be versatile in that they have variances to suit different arrangements.  

A good logo should be versatile.

A good logo should work in a variety of situations it may find itself. Black and white, on-screen, printed one colour, embroided, sign-written, on a pen etc. A common mistake is to make a logo to suit a single purpose (like a website) only to find that it does not work for something you had not originally considered (like printing).

A good logo should be appropriate.

A good logo should be appropriate for it's audience and convert itself accordingly. For example; a fun, playful, bright, wobbly typeface would be appropriate for a kindergarten or toy store - but not for a health clinic or an accountant. However, a logo doesn't need to be an image of what the company does. Restaurant logos don't need to show food, the Nike logo isn't a shoe, the Apple logo doesn't have a computer etc. The logo just needs to convey the essence of the company and it is the association with a product, service, business or corporation that provides the meaning. To do this, a good logo needs to be appropriate to it's requirement and usage.