The 4 Fundamentals of a Great Logo

Image of a Coca Cola Logo by Magicdust

1. Simplicity

The best company logo design simply and effectively conveys an emotion or idea without trying to say too much at once. Flat shapes, bold lines and clear type are hallmarks of simple logos that never run the risk of appearing busy or worse, confusing.

Occasionally, innocent enthusiasm leads business owners to want an elaborate logo design in an attempt to convey as much meaning as possible. Not only is this unnecessary, in many cases it’s a distraction. Your logo shouldn’t be a puzzle or poem, it should be an elegant icon to symbolise your organisation’s personality and values.

2. Versatility

Whatever size your logo is now, it might one day be as big as a billboard or as small as a postage stamp. Icons and fonts should be balanced and readable at any size and in a variety of contexts. Will your logo still be clear and effective if it appears in a single colour or on a black background instead of a white? The best logo designers consider these factors and plan ahead. A business logo designer will also supply you with a style guide which provides best way for using your logo on different pieces of content across various channels.

3. Relevance

The best logo design centers around a single attribute that is relevant to your prospects and your industry. Does it emphasise power, agility, connectivity or innovation? The message should be relevant and resonant to your audience. A childcare center would likely choose a logo that is colourful and fun, while a law firm should consider a traditional logo with a confident colour scheme. This may seem obvious, but it’s worth emphasising because it is critical to your brand image.

Relevant also means your logo should be aligned to your business objectives, rather than your personal taste. Avoid unnecessary elements that may be visually pleasing but don’t support your message.

4. Artistry

Ultimately a great logo is like a piece of art. Like all great art, it can instantly evoke feelings of joy, gratitude, anticipation or calm. It combines colour, font, layout, and graphic elements into a visual that can communicate in a single glance the passion and integrity behind your business. It takes real artistic talent to arrange these elements for maximum impact and influence. In our experience this is where logo design most often fails.

The aesthetic elements of the best logo design can be broken into four distinct categories. By evaluating a logo through each of these viewpoints it becomes easier to move the design of a logo into its ideal finished product.

Font

Some of the best logo designs are little more than a business name written in the perfect font. The right font for your logo will clearly articulate your brand identity, with or without additional graphic elements. Well-crafted fonts in themselves are works of art and are often underestimated, but a well chosen font can bring a brand to life.

Colour

Colours play an important role in how people perceive your brand. They can be emotionally and culturally significant depending on factors including region, age and gender. In most cases what works is to have one or two at most main colours and then have a complementary neutral colour like very light grey, charcoal or beige.

Layout

Are all the special elements of the logo in balance? The icon, the text of your business name, and any sub text that is being used all need to be sized and positioned by your logo designer in a way that makes the final product a unified entity.

Icon

It is true that a well executed custom logo design can take a simple icon from effective to exceptional. However it isn’t always necessary to have an icon and sometimes the most effective icons are very simple.

By breaking down the logo design into its components, both conceptually and visually, it will put you in a confident mindset to create and recognise a logo that is the perfect representation of your business.