5 Key Qualities of an Excellent Logo

Logos are a central part of any company’s image and set the tone for brands in general. The way you design your logo will dictate other important visual elements such as the colour scheme, font styles and graphics used throughout your website and marketing materials.

It can communicate various aspects of your brand, such as the price point and service category among other things. Done right, it can become a symbol of distinction and desirability, making it easier for your audience to recognize and purchase your products as soon as they see them.

Here are the top 5 qualities of an excellent logo to help guide you when creating your own!

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1. Simple

Typically with design, the simpler = better. This concept has existed for over a century and continues to influence some of the best designers of our time.

Just look at the apple logo for instance: no colour, no words – only the clean silhouette of a bitten apple. Just like this, your logo should be clean, easy to read and legible (if you are using text or letters) and most of all, it should be iconic.

Remember, the most recognizable and effective logos out there are simple, both visually and conceptually.


2. Unique

A logo should accurately represent your company as well as communicate its unique message and values. This is achieved by highlighting your company’s value proposition; in other words, the unique products or services that differentiate your brand from others in the same field.

Because differentiation is so important, the worst thing you can do is to create a logo that looks too much like your competitors’. If your customers can’t tell you apart from your competition by looking at your logo, then you risk losing business to others.


3. Versatile

Logos are used throughout the various marketing materials of a brand, so versatility is an important consideration. Yours should be applicable across a range of mediums including both web and print, so make sure you are using the appropriate colour channels and resolutions for the desired output.

For example, digital or web logos should be in RGB colour and are typically 72dpi (dots per inch), whereas those designed for print should be in CMYK colour at 300dpi. Regardless of the output size, however, you should always create the original design file in full resolution (300dpi) so that you have the option of scaling it down to a small web graphic or producing a large billboard.

Also keep in mind that your logo will appear everywhere from product packaging to letterheads, so make sure it looks good in both full-colour and black and white.


4. Memorable

Awareness is a major consideration for many of today’s brands. By integrating an iconic logo with various marketing materials and campaigns, similar companies compete with each other to gain attention and memorability within their target markets.

Likewise, it’s important for your consumers to see your logo in a variety of places to make sure it becomes more easily recognizable and ingrained in their memory. You want consumers to think of your brand first when they need to meet a specific need.

If your logo is memorable enough, then your clients will instantly be reminded of your brand and the products or services you offer whenever they see it.


5. Timeless

There’s nothing wrong with refreshing your company logo every once in a while, but generally speaking, these changes should be minimal in the long run. This is because if a logo changes too much, the associated company risks losing their recognizability as a brand.

For this reason, it’s best to design it with longevity in mind. A great logo can last for decades without looking dated or out of style. The best way to achieve this in your own design is to disregard current trends, focusing instead on the message you want to convey and the basic design principles that can help you achieve it.

Stay away from any trendy patterns or colours and instead stick with basic, bold pops of colour. As for your choice of fonts, stay away from anything overly quirky or dated unless it specifically speaks to your brand’s style and values.


Are these 5 qualities incorporated in your logo? Show us an example in the comments!


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