Characteristics of Excellent Logo Design

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An excellent logo is one that consumers can quickly recognize — it is one that inspires trust in the company and one that creatively conveys the brand. Before you begin creating a logo, it’s important to recognize characteristics of excellent ones. The following are five keys to great logos that can give you a place to start.

Keep it Appropriate.

This comes first for a reason. At its core, a logo is designed with the company and its audience in mind. If your company is a toy store, a colorful logo in children’s writing may be appropriate, while if your business is a legal firm, you would obviously want to look in a different direction.

Before you run to the drawing board, start with writing down the traits and characteristics of your business. What services or products do you offer? What intangibles does your business offer? Does your business offer peace of mind, or happiness? Think about your business as a whole.

Excellent Logo Design

Then think about your target audience. How old are they? What are their interests? Is your audience traditional, simple or rebellious? As with every other aspect of your business, the more you know, the better off you are.

Keep it Simple.

Logos can, and generally should, be simple and memorable. Think about logos for McDonald’s, Nike, and Apple. Your company may be layered with personality, but you can convey that without being too busy with your branding. Step up to the drawing board with all the facts and interpretations…but walk away from it with a logo that is effective, simply.

Be Unique.

Okay, I know what you’re thinking, I just told you to be simple, and now I’m telling you to be unique? Yes. Your logo can and should be both.

Think about what makes your company unique. Perhaps there’s an interesting background to the business, or maybe you want to add a touch of personality. Apple’s logo appears to have a piece missing as if someone took a “byte” out of it. Very simple, very understated, but even though they lean so heavily on an image of a very common object, it does accomplish that sense of individuality.

Make it Last.

Excellent logos are ones that ideally don’t change much, or even at all, over time. Good examples of lasting logos are Coca-Cola, Google, and 7-Eleven. Lasting logos allow consumers to quickly identify the brand for years. Lasting logos also build trust for who your company is and what it does.

When you begin designing try to create a timeless logo, one that fits your business and audience, but one that perhaps sets its own trend. Remember that while some elements may be updated for one reason or another over time, the main features of your logo should remain constant.

Be Versatile.

Business has changed over the last few decades, and now social media and smartphones play a huge role in the engagement between a company and its consumers. This means your logo will be used in a variety of mediums and formats from print to digital, from social media to smartphone apps. Your logo needs to be able to transfer to all these mediums while still maintaining its principal attributes.

The best option is to create your logo in Vector format. If a professional is creating it for you, they should already know this, but it doesn’t hurt to confirm before they begin.

The best way to ensure your logo looks great on any medium is to start with it in black and white. Look at your logo in its simplest form and make changes, including color, from there. Familiarize yourself with color options — CMYK, RGB, and Pantone. Many web colors can’t be fully reproduced and Pantone colors are often suggested for logos for just this reason.

Let yourself enjoy the process of creating your logo. Be patient in the process and keep these tips in mind. If you are new to logo design or the marketing sphere, or if you want to brush up on new techniques and methods, find online marketing communities like, where marketers come together to share ideas and experiences. Company blogs can frequently land you a wealth of information, and even more general sites like can help answer some of your questions. Regardless of your level of experience or expertise, you can find resources to help you better brand your new business venture.


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