What makes a great logo?

22nd February 2023

A good logo is a vital part of your branding and it needs to represent your business in a strong, concise and elegant way. So what makes a good logo?

Well, once you know who your audience is and what your logo needs to communicate to them there are a few basic principles you need to consider.


A good logo needs to be simple, well thought out and clutter-free. Ideally, it needs to be instantly memorable as people will only glance at it. It’s only us designers that spend a lot of time studying them! If I can create a logo that I can easily draw I know I’m on my way to making something that works.


Your logo could appear on everything from T-shirts to business cards so it needs to work at a variety of different sizes. At the end of a logo design project, I produce a branding book showing the logo in a variety of different scenarios. From its simplest form as a black logo, to how it might appear on a website or advertising board.


Back in the late 90s drop shadows and 3D effects were all the rage in logo design. Personally, I don’t think design trends have any place in branding as they can date a logo very quickly. If you aim for something timeless you won’t have the hassle of rebranding again in a few years. Over time consistency in your branding gives people that feeling of familiarity and helps to build trust.

Humour, warmth and personality

Ultimately, you’re looking for a logo that reflects your personality and values. Don’t be afraid of creating something different, even if your industry has traditionally done things in a certain way. In recent years a lot of logos, like Amazon’s, have used faces to connect with their audience. Putting some warmth and personality into your logo can help you stand out and make that connection.

Let’s work together on a design project

I love to work with businesses who have a positive impact on the world and see the value of great design. If you need some help with a web design or branding project I’d love to hear from you.

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