The 4 Key Qualities of All Great Logos

Whether you’re just starting out or are simply in the need of a brand redesign, you know the importance of logos to a business. They are often one of the first things that customers see, and must express your company purpose, message and ideals in a very small space—but while that might seem impossible, we know that it’s not! In fact, designing a logo that’s “true to you” can be surprisingly simple when you take time to think about what you want to say. In today’s blog, we’re looking at four qualities that can make any logo stand out in a positive way.

Clarity and legibility

Above all, a good logo must be easy to read and understand—because if it’s not, even the fanciest fonts and best graphic elements won’t be able to tell your potential customers anything! To find a logo that works, several attempts often have to be made before arriving at a finished product that’s as visually appealing as it is easy to understand.

Visual appeal

Of course, a successful logo should stand out and be visually appealing to everyone who sees it. This is where graphic design comes in—you (or your designer) must find a way to blend your company’s name or tagline with artwork that adds visual interest to the logo as a whole. Think carefully about the colors, shapes, fonts and other elements used in your logo and, again, try out several versions before settling on one.

Versatility

Logos should be versatile—in other words, they should be able to be shrunk, expanded, put into black and white, etc. and still retain their effectiveness. Your logo will likely appear on a variety of platforms (from company shirts to business cards to official documents) so you want to be sure that it will look just as good in each of these situations.

Character and memorability

Finally, your logo should be unique to you and your business—so if it looks like it could belong to a similar company down the street, it might be time to rethink your design and opt for something different. A logo may seem like a small element of design, but it should be able to identify your business in customers’ minds. Find a design that makes a one-of-a-kind statement about your business and your values—and that is easily recognized and remembered by potential customers when seen.

We hope that today’s blog helps you find and design a logo that fits! You can put this piece of branding on anything—your bench ad, website, business cards, uniforms, etc.—to make a statement and unify your business brand.