What makes a good logo?

Logo design


Your logo is your company’s face, it’s the first thing a potential customer sees of your business. Your stationary, your website, your business cards: they all display your logo. And we all know making a good first impression is important. When designing a successful logo you need to consider several factors. Underneath you find the most important ones.

Basic logo design tips

Keep it simple

Don’t choose a complex and difficult logo, your target audience won’t be able to remember it. Keep it simple and subtle. Think of the Nike logo. The dimensions are important as well. Your logo must remain beautiful and recognisable in smaller dimensions. Complex logos rarely look good in a smaller format. Also make sure that your company name is in the logo. If your business name is too long you can use initials.

Be original

It’s important that people immediately like your logo in order to obtain the desired effect. People like to identify themselves with a creative and inventive logo. A good logo should tell at a glance where your company stands for. Take eg. the Puma logo. The dynamic wild cat awakens a feeling of force that’s cool to identify with, and it fits perfectly into the sports sector. A well designed logo can even compel admiration with someone that doesn’t know your product yet.

Be careful with colour combinations

When designing a logo you need to consider the colours. Combining colours sometimes makes for disappointing results. Keep it as simple as possible. It’s best to use colours that fit well with the theme colours of your website. Certain colours also evoke certain emotions. Grey stands for calm and balance, blue for strength and confidence, yellow for brightness and optimism, green for honesty and growth.

Does the design fits your sector?

If you sell furniture your logo needs to refer to furniture. This doesn’t always have to be explicit. The logo may for example be a tree or an illustration of a person who’s seated. If you need a logo for a children’s site please ensure that your logo is attractive to children. The Ketnet logo looks quite different than the Canvas logo.

Will your logo stand the test of time?

You should be able to use your logo for as long as possible. Think thoroughly about where you want to go with your business in the future. Suppose you’re selling baby products and you want a logo that refers to a baby. But what if later on you expand to products for children or even teenagers? Of course you can adapt your logo but it always involves a risk. Existing customers never really like it when a familiar logo changes. Also think hard about the colours and typefaces you want to use. Maybe they work for now, but will your logo still appeal to the target audience in 10 years time?

What do the logos of your competitors look like?

Find out how your competitors use their logo. Why are their logos good? Or why not? An example: you sell trips to sunny destinations. In this industry you mostly see orange and/or bright blue logos. It’s logical that these colours appeal more to the target audience than gray or black logos. So it’s best to use bright colours, but you need to distinguish yourself from the competition with a tasteful original design.

About the author


(photo)graphic designer & traveller, thrives on fresh air

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