Design + Sketch
Published in

Design + Sketch

Attributes of a good logo

Design has to serve a purpose and therefore it is not art

Hello beautiful reader, I am glad that you are here again to get some logo design tips. Today we are going to talk about the attributes of a good logo.

Attributes of a good logo

A good logo is a logo that is effective. An effective logo works for your company and represents your brand and your values. An effective logo is not a good-looking or a cute pictogram that you fancy. Design has to serve a purpose and therefore it is not art. I have put together five crucial aspects of an effective logo.

1. Relevant and appropriate

Your logo has to be relevant for your audience. There is no use in having a playful logo full of colours and funny shapes for a group of investors and vice versa.

Toys are us logo,

Note that your logo does not need to show what your business is about. Does Mercedes have a car in its logo or does Nike have clothes in its logo?

2. Simple

I understand that there is a lot that you want to express about your business and your values through your logo. Trust me, less is more when it comes to logo design. Do not overcomplicate your design.

Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away.

- Antoine de Saint-Exupery

An effective logo focuses at most on one message or one core value. A good example of a logo carrying a strong message is the Amazon logo. The hidden message in this logo is that Amazon has it all from A to Z.

Amazon logo,

3. Memorable and recognizable

The ultimate purpose of your logo is to identify you and your brand. Being distinct, stepping out from the crowd and avoiding clichés (please, google overused logos) is the key to an effective logo design.

You do not want to confuse your customers and you do not want to be mixed up with your competition and most importantly you do not want to lose your customers or potential customers.

Indistinctive logo examples

4. Timeless

I have written in one of my previous articles on logo design the following: If the main feature of your logo is being trendy, you should redesign it. Trends come and go and a logo is not a pair of shoes that one can or should change every year.

There is a whole bunch of logos that have been around for many years. The perfect example of an evergreen logo would be Coca-Cola. It has been there for more than 130 years (and of course it has been redesigned to fit the actual needs. Take a peek at the Coke's loge evolution).

Your logo should be relevant next year, in five years and in 2050 as well.

Coca-Cola logo,

5. Functional and versatile

An effective logo is a logo that works in a big scale as well as in a small scale. An effective logo is a logo that works in colours and in black or white as well. Bear in mind that your logo will be used as a favicon on your web, on business cards and on billboards. Does your logo look good and does it carry the message on all these materials?

10 Questions to ask yourself

Here are ten questions to ask to make yourself sure that your logo is effective:

  1. Is the logo relevant to the business we operate?
  2. Is the logo appropriate? (make sure that your logo does not carry an unintended message as in these examples) and Does the logo communicate the right style and tone?
  3. Is the logo simple?
  4. Does the logo carry one message at most?
  5. Is the logo unique and distinctive? (please, google overused logos)
  6. Is the logo readable, recognizable and memorable?
  7. Would the logo still be relevant and effective in one year and in five years?
  8. Is the main feature of the logo being trendy? (if yes consider redesign)
  9. Is the logo scalable without loosing the carried message?
  10. Does the logo work good in colours as well as in black and white?

Are you looking for a logo designer? Let’s get in touch then:

Thank you for taking your time to read my article. I hope that you find it useful. I am looking forward to see your thoughts in the comment section below.




A collection of articles, tips, tutorials, and stories on UI, UX and web design and prototyping with Sketch and beyond

Recommended from Medium

Design Portfolio: PDF vs Web

Top 3 Alternatives to Tripleseat and Gather in 2021

Atomic Design Can Speed up Enterprise Application Development

Access Escape: making escape rooms accessible

boxes access escape

Week 43 2021

A white and black Toyota Rav4

What’s in my Mac’s menu bar right now

Improve app conversion with data-led UX and UI optimisations

How do I create a smarter homework mobile app like Brainly?

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Drahomír Posteby-Mach

Drahomír Posteby-Mach

🇸🇪 I am a brand identity manager and I help businesses get higher value and more customers. Currently in Malmö, Sweden 🇸🇪

More from Medium

Color theory green color — for logo, website, call to action, and products

Beautiful large villa in a green background

Who are you designing for?

What is Canva and why is the designer dead Easy, simple, fast, customizable and above all free, in…

Talking about Vera Molnár’s life in different mediums