Some Characteristics of Amazing & Effective Logo Design

I always say I don’t design logos. I create brand and design strategies that include the logo. But once you’ve discussed the problems that the brand strategy and visual design will solve, how will you know if your logo is effective or even amazing? Well, here are some characteristics to keep in mind if you want to create amazing and effective logo designs.

If you use this list as a sort of checklist, a self-audit, you will be able to gauge whether the logo you are working on will be amazing and effective.

Conceptual

You need to avoid the obvious. Once you establish your concept, this will help you come up with something more interesting. This means that your logo should try not to be obvious or cliche. In fact, I never recommend that you use anything expected because it’s often overused. It is much more interesting and unique to not show what a business or service sells. A realtor doesn’t need to show a house, a roofer doesn’t need to have a roofline, a bakery doesn’t need a cupcake; you get the idea. It can be done.

Remember that Apple doesn’t sell apples, T-Mobile doesn’t have a phone as their logo, and BMW doesn’t have a car as part of their logo.

Conceptual and sometimes even abstract representations of things the brand represents are much more effective and can really set your client apart (and you as the designer) in a world full of the obvious.

Black & White

Initial logo ideas should always be created, worked out, troubleshot, and presented first in black and white. Designers often use color too early in the process.

If it works in black and white it will work in any color, gradient, (and depending on the typeface) even texture.

When you use color immediately, you and/or your client will be swayed by it instead of seeing the aspects of the logo itself and what it communicates outside of those color elements. If you already designed your logo in color, convert it to black and white and check if it still works. If it isn’t successful — go back to the drawing board and try thinking in black and white so you can focus on the concept and how what you are creating communicates.

Simple

Some years ago, I wrote about how simple design isn’t easy, quick, or cheap? Well, an amazing logo should be the opposite of all of these. An amazing logo will be in-depth, it will be an investment, and it will take time to create.

Simple logos aren’t easy to create, but they are easily recognizable. They aren’t designed quickly but will be quick to catch the eye. They cost more, because they will be an avenue to bring in more revenue and will be worth the investment.

Simple logos are often the ultimate goal because you want them to communicate clearly to the intended audience so they get a clear picture of what the business or service is right off the bat.

But simple doesn’t have to mean minimalistic, it doesn’t mean basic, and it definitely shouldn’t mean boring.

Simple to me, means reducing the elements you are using. Simple in the best sense, for logo design, is streamlining. It is defining what you need to take away — everything that is unnecessary — so that it communicates clearly and represents the brand well. I know some amazing logo designers who wouldn’t define their work as simple because they think of simple as boring or basic — but I would consider their work beautifully streamlined, aka, simple.

Describable

If your logo uses graphic elements that are obscure or if there is so much going on that it’s really difficult to describe to someone without showing it to them then it is not going to be as effective. A logo serves as a icon for brand awareness and recognizability, and if you can’t describe it, you may want to rethink your strategy. Part of this includes talking about the font/typeface, the color, shapes, graphic elements. Think about all the logos for various places you shop or products you buy, can you describe the logos? I’ll bet a few key ones came to mind.

If your ideal audience can’t describe the logo or any variation of it, it is virtually a failure — because it is not communicating.

One way to test this out is to show it to a few people and then cover it up and ask what they remember about it. Can youeven describe it? If not, it’s probably time to sketch out a few more ideas.

Appropriate

An effective logo will be appropriate for its intended purpose and audience.

You wouldn’t want to use playful colors with a merry-go-round graphic for a cancer hospital, or bleak colors for a teen-centric apparel company.

A great logo accurately portrays the values and culture of the business or organization it represents and appeals to a specific persona. This is also where you can break a few design rules. If you know that a logo will only ever be used in a certain context, say it will never need to be printed and will only ever be on screens or animated, you may have a wider range of color options available to you. On the other hand, if you are designing for a non-profit, where printing things in color on their little office printer is not an option, you may want and need to stay away from any variations of a logo that requires detailed textures or gradient style colors. Additionally, if you are designing for packaging of any kind, you need to ensure that the logo will print properly on the kind of material you are using (cardboard, natural paper stock, synthetic plastic paper, etc.). Appropriateness is something that if you know what your logo will be used for will make it unbelievably easier to create.

Timeless

All the truly great logos are timeless and relevant. Okay, but what does that even mean? It means it will be just as useful in 2022 as it will be in 2050 and beyond. It communicates clearly no matter how long it exists.

A truly great logo is like the vampire of the design world, it can live forever, looking the same, and continuing to kill it, so to speak (okay sorry, bad joke).

But seriously … being trendy is not something that should be a part of a company’s logo (unless you’re trying to get more work by them needing to rebrand every couple of years). If you wonder if this idea is attainable, consider the epic Milton Glaser and his “I Love NY” logo; it was created in 1975 and it still looks incredible on literally anything it is printed on. Even companies that cater to trends don’t use trendy colors or typefaces. Take Forever21 clothing retailer, they sell fast-fashion. It is their job to be on the cutting edge of the trends that cross the runway every fashion season. But even their logo has only slightly changed since 1984. Trends have their place but wouldn’t you rather create a logo that works long-term? I know your client doesn’t want to have to rebrand every time a new look hits the world of design. Strive for timeless, not trendy. Everything from your fonts/typefaces to your graphic elements should communicate about the business or service the logo represents.

Adaptable/Responsive

A great logo should be flexible, it should be versatile, adaptable; in today’s creative language, responsive. There should be varied versions available for the client to use in different applications. You have to consider the sheer variety of uses for the logo and how it will work across multiple applications, mediums, and in lots of different contexts.

Consider how you will design a visual brand system that can work as a website header (horizontal rectangle shape), an Instagram bio photo (circle shape), a favicon (tiny square shape), as well as a mix of combinations of the logotype and logo mark for countless other uses.

Outside of digital applications, you also have to consider real-world issues like if you are only able to print duotone or monotone, if the logo might need to be embroidered onto a polo shirt, or how it might look wrapped on a food truck. Be mindful of font styles and line weights that could disappear when the logo is reduced. A logo that is adaptable also means it is scalable. That means it should be just as recognizable and look just as good on a business card as it does on a billboard. Responsive, adaptable logos will go further and last longer.

Clever

Everyone likes the feeling that they have discovered something or that they know a little secret. Adding clever elements to the logo gives your brand the opportunity for the audience to uncover something. Just make sure that it’s not so clever that they don’t understand what it represents.

Your logo design shouldn’t require the viewer to read the creative brief or vision statement to understand.

Incorporate some “secret” things that take a deeper look to see. Think about the logos for The Bronx Zoo, Baskin Robbins, and all of these; they all have something just a little bit clever worked into them. Many times this characteristic incorporates using negative space in creative ways. Playing with arranging type and image to achieve that clever level, is a really fun challenge to work with. So try to be clever, but not too clever 😉

Colorful

By now you know all about the passion I have for color use in design. This becomes even more important in branding and logo design. An effective logo will make thoughtful use of color, it will incorporate colors that convey the kind of company that is being represented. Making a logo “colorful” doesn’t mean using lots of colors, only that you consider carefully and strategically the colors you use. Color choices are last on this list but they are certainly not the least important.

If your colors are chosen poorly, you run the risk of confusion, alienation of your ideal audience, and completely destroying the design strategy of what otherwise might be an amazing and effective logo.

There are a ton more tips that I could offer that apply to the more specific, art direction-y aspects of design. But these are the qualities I share because if you can strive to work with these, you will be blown away at how much more incredible your body of work in branding identity design will be. Whether you are a business and don’t know how to gauge whether your logo is any good, or if you are a designer and want to make sure to deliver the best product to your client. I hope this post will be a great resource for you. If you keep them in mind while you create, you will not only make some great logos but you will BE a great logo designer. If this post was helpful to you, share it with a friend!