What makes a great logo?

Let’s talk first about how to create a good logo. A logo seems to be a very subjective thing. Show the same logo to different people and they all might have different opinions. Some will like it, some will love it, some will find it even ugly. But there are ways to make sure that you have a good logo. Here I will explain some of the factors we take into account when designing a logo.


Creating a simple logo is one of the most challenging things to do. I usually like to give it one or maximum two outstanding features that will make the logo unique. I like to say that when we start adding too many decorations to a logo, it becomes a full artwork; not a logo anymore. Think of it as a piece of art on a wall full of other paintings. The uniqueness gets lost. Keep it simple, and your eyes will be drawn to that feature that makes it special.


Either when printed on a highway billboard or when printed on a pen, logos should look just as good, without major (or any) modifications. When creating or choosing a logo, test it by reducing it as much as possible, and make sure that it is still recognizable and keeps all its unique features.

Works in Monochrome

Imagine your logo on a rubber stamp or over a photograph. There are times when you will need your logo in a flat-solid color. For those times, simplicity will be your ally again. I create logos in black and white before I assign colors to them. That helps me create logos that work in monochrome right out of the bat. But that doesn’t mean that you can’t have a very colorful and intricate logo. It only means that you will have to create a mono-color version.


When we create a brand strategy we are setting the foundations of your business’s communication for the next 10, 15 years or more, so we create logotypes that can stand the test of time. The best way to do this is to avoid big fashion trends. The use of classic typography as a starting point is usually a good exercise, but don’t be afraid to think outside the box.


There are thousands or millions of logos out there, and still, our job is to create a logotype that is unique to your brand. Creating a unique logo will make it more memorable and recognizable, helping your brand establish and grow.

But, what makes a GREAT logo?

A logo can be beautiful or not that much. It can be resizable and timeless. Unique and simple. But what makes a great logo is that it works for the brand strategy. A logo must speak and connect to the audience it was created for. A high-end jewelry-like logo can be amazingly beautiful, but if you use it for a discount store you probably won’t have many people coming in. And the few people coming in will probably leave very quickly.

Next time you choose or create a logo, ask yourself first if it will convey the right message to your audience. When the answer is yes, you will be on the right track.