Make it clear! brand and logo are not the same. However, the logo is a fundamental part of a brand’s visual identity. That’s why today I come with 7 characteristics of a good logo.
It doesn’t matter if you commission your logo from a designer, or if you do it yourself, or if you use one of the ones they sell already pre-designed… It doesn’t matter. These principles will help you to better evaluate whether the work you are hiring someone else, or the one you are doing yourself, is on the right track.
But before we get into the matter, there’s something I want to clarify: although these are generally applicable principles, nothing is absolute… The best logo is not the one that is designed following rigid principles or recipes, but the one that is created taking into account the characteristics and conditions of each case.
That said, let’s see what these principles are that the best logos must comply with.
Characteristics of a good logo
1. Simplicity
A logo is a graphic identifier of something abstract (a brand). A logo is not an image that should describe every aspect of your business, nor is it a detailed illustration of everything it does, nor should it literally represent all the concepts behind that brand.
The FedEx logo is one of the classic examples of good design, and rightly so. The color scheme communicates dynamism and draws attention, the typography is modern, corporate, and reliable, and the hidden arrow between the “E” and “x” gives it a wow factor while conveying movement and precision.
Anything that hinders the communication of a message creates noise, interference… And if we have too much information in something as concentrated as a logo, it will generate noise.
In logo design (and design in general) most of the time, less is more.
On the other hand, simple logos, without unnecessary ornaments, are easier to remember and this, as you will see below, is vital for a good logo. So keep it simple and be very careful about combining typefaces that don’t fit well together.
2. Representativeness
This feature may seem contradictory to what I just said about the simplicity of a good logo, but let me explain what I mean.
A logo should be the synthesis of a brand, but not of what it necessarily does, but of its essence, its personality. And if not, tell me what a bitten apple has to do with technology, or a mermaid with coffee… nothing. On the other hand, they do have to do with the experience and personality of those brands.
That is what I mean by a good logo that must be representative… it must be faithful to the personality and identity of the brand it represents. A logo that does not identify a brand with its essence is identifying it with something else… and that should not happen!
3. Scalability
This characteristic, like the previous one, is closely related to simplicity, since a logo must be reproducible at different scales: from the size of a poster to the entrance of a store or as small as to put it on a business card.
And it must not lose readability at those small sizes. When printed on a small scale, it should not be a barely legible blob, no…. It must be able to be seen well and be recognizable even in mini format.
Going back to the Apple example… do you know why the designer of the Apple apple made it with a bite? “it’s there for a matter of scale, so that when the logo was small it would still be identified as an apple and not a cherry.”
4. Pregnancy
Pregnancy is nothing more than the capacity of a visual form to catch attention and be remembered. It is a concept that is widely used in the design field, but what it means is that a good logo must be memorable. It must leave a mark in the memory of those who see it, it must be easy to remember.
And this purpose would be difficult to achieve with a very ornamented logo, because there are too many elements to be engraved in the memory. Once again, simplicity is vital for a good logo.
Of course, this memorable impression is not only achieved with simplicity in the design, but also with wit, sparkle, humor or a wink to the brand’s audience.
5. Originality
In this world where everything (or almost everything) is already invented, it is really very difficult to create something absolutely unique. On the other hand, when I talk about originality in the design of a logo, I mean that it must be different and unique within its sector.
If you have a photography business and your logo includes a camera, it won’t be very different. Or if you are a wedding photographer and instead of a camera you have a bouquet of flowers… neither. Just look around and you’ll see that these logos are legion in the photography industry.
And this, in fact, is an advantage. Why? Because it will be very easy for you to differentiate yourself from any other visual solution you find.
6. Durability
If every three or five years you have to change your logo because it looks “old”, you have a problem. Not only because redesigning it will cost you time and money, but also because you will confuse your public.
But that is what happens when certain design decisions are made with a logo for reasons that have nothing to do with the logo’s function, but because it is “fashionable”. You have to take trends into account and use them to your advantage whenever it is convenient, but without going too far. A logo must be valid even if the latest trend has passed.
The design of a logo must respond to justified reasons. You have to learn to have a critical eye and make rational decisions, you have to find a balance between taste, fashion and rationality.
How long have you been seeing the same Coca-Cola logo? Simple, powerful, memorable and trend-free.
7. Relevance
If the design of your brand should be made with your audience in mind, why should the design of your logo be different? It is vital to know who you are targeting in order to design the logo with which you will present yourself and with which they will identify you.
On the other hand, when designing a logo, you must take into account where it is going to be most of the time, or in what format it is more important.
Summarizing
Although logo design is not an exact science and you always have to consider each particular case, there are several factors that must be taken into account. This doesn’t mean that a good logo necessarily has to have the seven features I just showed you, but it’s good not to lose sight of them to achieve the best possible result.