How to design a good logo

A logo is a unique and distinctive graphic form. Very often it’s a stylised wordmark or symbol. Every business owner knows that a logo is a very important element of their company. So before anyone decides to create their own logo or modify an existing one, it’s worth knowing the basic features of a good logo.

A logo has one purpose: identification. That’s essentially its core function, and it should guide the design process. A logo should match the values the company stands for. It should give the company an identity and be associated with its brand. You can find plenty of logo examples online, but you need a design that’s perfectly tailored to your needs.

A logo should be very simple and have very few elements. Simplicity makes it more likely that people will associate your company with your logo. It’s also very important that your logo doesn’t resemble your competitors’. At first this may seem difficult, because there are so many companies on the market that it feels hard to create an original logo. But it’s worth tapping into your creative side, because only an original design will help you stand out from the competition. When designing a logo, also remember that it will be used in many ways. It will appear on business cards, products and promotional items. That’s why its shape needs to be versatile – and it’s not just about shape. The logo should ideally be saved in a vector format, so it won’t lose quality when used on different media.

The logo you create is a design for many years; very often it doesn’t change for the entire life of the company. That’s why it’s so important that the design is resistant to changing trends. A well-designed logo gains significance over time, because it becomes more recognisable and more strongly associated with your brand. You’ve probably noticed that big companies don’t change their logos – sometimes they just give them a light refresh. Closely linked to versatility is clarity of message. Your logo must match the character of your brand. When designing it, also make sure the logo has no unnecessary embellishments that add nothing. The simpler it is, the easier it is to take in.

Whether your logo is remembered also depends on how its edges are finished. Sharp edges and an angular typeface will suit a dynamic, energetic company perfectly. If your industry values gentler qualities, it’s worth choosing soft graphic forms with slightly rounded edges.

Among the world’s well-known logos, some have a hidden meaning. The average viewer usually doesn’t wonder whether a logo has an extra meaning. But such a hidden message may at some point help you strengthen your brand’s position. Well-known logos were designed to show the brand’s values. In some logos, every line, colour and even arrangement has meaning.

As you can see, there are a few principles that are very important when creating a logo. Don’t settle for buying a random graphic mark that in no way reflects the spirit of your brand. A logo is part of your business card and is very strongly associated with the company’s values.