Characteristics of a Quality Company Logo

Below are some of the characteristics that make a great logo. You should give some thought to each aspect when briefing your logo designer.

Relevancy

A great corporate Logo should be relevant to what the business does. While it can be a little abstract it should clearly identify the business that the company is in.

Distinct and Memorable

A great logo catches the eye and engages the viewer. A logo should demand attention and appeal to viewers to take a second look.

Simplicity

Keep it clean, clear and simple. Trying to be clever or humorous with the design or wording can work well for certain businesses but you should be careful that the logo can still be easily understood.

Timeless

A good logo should be a classic design that will never go out of fashion. Redesigning a logo (link to - Logo Redesign - Updating a Company Logo) usually means that you lose some or all of the brand awareness that you have built up over many years with your existing logo.

Uniqueness

Your logo should be unique to your company and should not attempt to imitate competitors. While you can gain inspiration by looking at other companies logos it is a mistake to try to imitate then too closely as customers may immediately think of your competitors when they look at your logo. Borrowing ideas from the logos of companies in other industries is better than borrowing ideas from competitors within your own industry.

Functional

A logo should be functional. It should be able to be easily integrated into all marketing materials and advertising campaigns.

Scalable

The logos size should be able to be reduced to a size suitable for a business card or pen yet should also be able to be enlarged to a size appropriate for a vehicle or advertising billboard.

Follow the Principals of Good Design

A logo should follow the principles of good design to make it pleasing on the eye. Good designers know how to balance color, space and shape in this respect. A logo is the sum of its parts and good designers take into account how the parts interact together to form the whole.