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What actually makes a good logo?

Even amongst graphic designers, the question of whether a logo is good can lead to uncertainty. Personal taste is an inevitable factor in the conversation, which can make it seem like an unsolvable riddle. But this is not true. To understand what makes a good logo, you have find a way to think about it objectively—that is, without personal feelings, preferences, or opinions influencing the outcome. You have to ask, what does the logo communicate about the brand? How does it stand the test of time, and can people remember it all after one glance?

We’re here to answer these questions and give a quick overview of the basic principles and qualities of a good logo. This way, you’ll know exactly how to set your logo up for success right from the start.

First things first, let’s clear up two things.

  1. What is logo design?
  2. What defines effectiveness?

What is Logo Design?

A logo design is a symbol, mark, or word mark, that is used to visually represent your business.

That’s all there is to it. Your logo design is a visual representation of your business, normally in it’s simplest form.

If you’re looking for more in-depth investigation into the question, then check out our post What Is Logo Design? where we take a deep dive into that question.

What Defines Effective

The dictionary definition of effective is:

“Successful in producing a desired or intended result.

In this case, the desired result is that your business has an effective logo design and people begin to recognise it.

But…

What is Effective Logo Design?

An effective logo design is a logo that works as an identifier or signifier of your brand.

Effective logos do three things:

  1. Build trust and brand recognition
  2. Make your company or brand stand out from the competition
  3. Visually represent your brand in the most basic form

The most common trait of effective logo design, is building trust and brand recognition.

In the same way as you would notice the McDonalds logo on a darkened motorway, or the Starbucks logo in a crowded city centre, you want people to recognise your logo. That’s when you know it’s truly effective.

To start down the right path, you need to…

Know What Elements Make An Effective Logo Design

An effective, professional, logo is made up of several key elements and ideas. These elements and ideas work together to form a great looking and effective logo.Now

The five principles of effective logo design are:

Now that you know what a logo is, and what makes it effective, It’s important that you choose the right designer or agency to help create your logo design and brand identity.

Ask yourself the following things when you’re looking for a designer or design agency to help with your logo:

  • Experience, Track Record and Portfolio – Do they have a proven track record of logo design and branding projects? How long have they been going? How strong is their portfolio? Do you like their work?
  • Testimonials – Do they have testimonials from existing clients? Do they have Google Reviews? What are other people saying about them?

Once you’ve made contact with several different designers or agencies, take note of:

  • Timeframe – How long will it take them to do the work vs how quick you need the work?
  • Price – How much does a logo design cost? Remember, it’s unlikely that the cheapest option will be the best!
  • Professionalism and Communication – How quick do they communicate with you? Are they professional, casual, a little too casual?
  • Questions Asked – How engaged do they seem with the potential project? Do they want to know more about you and your business?

Picking the right design agency can be tricky. Is your job a one off, or are you looking for a long term creative partner?

If it’s a one off job, perhaps a freelancer is the right way to go. If you’re looking to forge a longer term relationship, then it’s time to look at working with a design agency.

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