What makes a good logo?

I’m often consulted on rebranding and redesign projects. Whilst I enjoy the creative unpicking process, clients are protective and sentimental about their earlier logo. This is understandable because they would have worked with a designer and spent time and money on getting the logo done. 

I’m starting the #MEthoughts guides to help my clients and anybody looking to design their logo. The above tips can also be used to audit your current logo, or as a brief for your designer. 

I also made this guide as I emphatise with other UX designers who frequently battle with nasty logos during a website build. If you are wearing a client hat and reading this, have a little empathy for your UX designer. They do know what they are talking about. If they don’t, I sure do 🙃

1. A logo should; small sizes
   
   One way to test a logo is to assess if it is visually clear and legible at a 1 inch width. If the logo is still legible at a smaller size, then you have a winner. Clarity is key and for optimum impact, the logo must be visually clear and legible at all sizes.
   
   
2. A logo should; be simple
   
   Less is more. Why do I say that? It is easier to recognise, memorable and impressionable. Adding to the point above, lesser details also make it high on legibility.
   
   
3. A logo should; work in B&W
   
   To have the black and white version of your logo is a must. This is so that it can work on different backgrounds. Pick your colours well and one of my top tips is to keep the number of colours to a minimum. Notice the logos of your favourite brands? Yeah, I thought so 🙂
   
   
4. A logo should; be unique
   
   With the availability and accessibility of design softwares (Yes I’m looking at you, Canva!) in the market, I feel a need to state the obvious. Ensure your logo stands out so that people recognise it as yours and not someone else’s.
   
   
5. A logo; be flexible
   
   This is a tricky one but I believe it’s important. I love a flexible logo as it adds versatility, thereby giving you more options on how to use the logo. For example, if your logo is too long, make a stackable version. If it is too square, make a one-line option. For me, creating an icon is also a must to meet the demands of new digital platforms.

And finally, please please do work with experienced or educated designers, so you get functionality and longevity out of your branding as well as the aesthetics. 

Do let me know if you found this useful in the comments. If you have questions or logo design question book a chat with me here, I would love to help.