What Makes a Great Logo?

Reflects the Personality of Your Brand

A logo should convey the brand’s attitude and personality. Different fonts, shapes and colors convey different feelings so you want to ensure your logo conveys what you want it to. Are you a gardening company? Use organic shapes. For an architectural company, think about a geometrical foundation. The same lighthearted, silly font that is appropriate for a toy store may not convey the right feeling for a dentist.

Keep it Simple

You want a logo that works everywhere and looks the same in every situation. It should look great on a billboard or on your letterhead. If your design is too busy, it might not be recognizable in smaller sizes. Even if you want color in your logo, first make sure you love the design in black and white. While color enhances, you don’t want your logo to rely on color for its effectiveness.

Logos Should be Memorable

The goal of a logo is for the average person to instantly call the brand to mind. Remember that less is more and you especially don’t want to try to communicate too much in words. A logo doesn’t need to incorporate every aspect of a business. Think of some of the greats….Nike, Apple, Target. As soon as you see those logos, you know exactly what company they represent. No additional color scheme, fonts or tagline needed. Sweet, simple and memorable.


Do you have any favorite logos?

About the Author: Jen

Known to some as "Jen of Jenfest", Jen comes from a long line of get-rich-quick-schemers. Her obsession with experience, marketing and design started at a young age; she launched her first business at the age of twelve, a crochet pop-up. She is known for her uncanny intuition, out-of-the-box ideas, dedication to strategy and appreciation for details. Jen majored in brain science and thinking (Cognitive Science and Philosophy) and thoroughly enjoyed her time at the University of California at Berkeley.

Chime In!