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What makes a good logo?

Posted 2/9/2021



Your logo should be memorable, you want your audience and potential clients to instantly think of you when they see your branding. Often fairly simple, uncomplicated logos can work well to ensure that they are recognisable. Think about the logos of the big brands you can instantly name - what makes them memorable?  


Will your logo stand the test of time? I’m sure we all remember the ‘text speak’ logos with words being simplified into numbers and letters, such as ‘4 U’ - this doesn’t seem such a popular style choice these days! Your logo should represent the ethos and feelings behind your brand, it should portray the values you want to get across to your audience. A classic design will stay in style, and as your company evolves you may want to make tweaks to the design, but hopefully you won’t need a complete overhaul, hopefully you’ll still love your logo in years to come!



Your logo should work across a variety of applications. It needs to work on your website, your marketing materials, and maybe even on your uniform. It needs to work at different sizes, so you need to ensure it’s legible even at a small size. It should be designed as a vector to ensure it can be scaled up as well - maybe one day you’ll want to use it on a billboard or the side of a bus! Perhaps it needs to work in a single colour too, there might be times when colours are restricted, or time when it needs to be printed just in black.



Your logo needs to fit your target audience - are you appealing to parents and their children? Or perhaps your business is aimed at professionals? This will affect the logo design, it needs to be relevant and appropriate for it’s intended purpose and audience. This can be altered by something as simple as the choice of font. It’s important to make sure the logo design works for you.


Self explanatory or abstract

This is a choice. Some logos instantly tell you what they are, either by the name, or the images and symbols used, however many logos are more abstract and you wouldn’t know at first glance what they represent. A great example of this is car manufacturers - their logos don’t include images of cars, but we soon learn to associate the shapes and symbols with the brands they stand for. There’s no right or wrong with this, it’s a personal preference as to whether your logo is abstract or self explanatory.



You need to stand out from your competition, so having a look at the logos similar businesses to yours use can be valuable research. What are they doing well? What could they do better? How can you ensure you stand out from the crowd? What makes your business different and how can you represent this?

I hope this has given you a few things to think about, please get in touch if you need any advice or if you'd like to work together on your logo!

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