5-min Design Education
We’ll go through the basics of how to recognize a good logo, so that during the next few days, when you are discussing the options with your team, and deciding which logo to go for, you can make a more educated decision.
A good logo is 5 things:
Easy to recognize and remember.
Shows the most important aspects of your brand’s personality with limited forms and space.
Uses as few elements as possible.
Food for thought…
How many of your customers are rushing or scrolling when your logo comes up? How easy is it to recognise it in less than a second?
1. Simple
Easy to remember.
Makes an impact with your target audience.
Must be unique - not only because this makes it easier to remember, but also because you can get into legal trouble otherwise.
Food for thought…
Your logo should never “explain” - The Mercedes logo isn’t a car. The McDonalds Logo isn’t a hamburger. The Starbucks logo isn’t coffee. The greatest logos are ambiguous, distinctive and remarkable.
2. Memorable / Distinctive
Relevant to your market.
Clearly communicates the brand personality and identity.
Food for thought…
Different fonts and colours elicit different emotions. They must be selected in a way that appropriately communicates the right impression and message.
3. Appropriate / Relevant
It should remain relevant and effective throughout the years.
Quality over quantity: Timeless logos remove the clutter and focus on the brand’s core message, communicating it as simply as possible.
Food for thought…
Your logo should never follow the trends! You can't stand out if you're doing what everyone else is doing. Your logo is a big investment - will it still look good in 10 years?
4. Timeless
It must be adaptable to place in many locations and situations.
Easily readable.
Keeping the logo simple will make it more versatile, because it will look good from a tiny 16px placement, to a banner-size placement.
Food for thought…
Does the logo work in different sizes, colours, environments?
