6 Essentials of a Good Logo

With the vast number and variety of logos in the marketplace, it can be difficult to decide

where to start when creating your own. Keep these six essential elements in mind while

designing your brand’s logo, and you’ll be on the right track.

01. It Reflects Your Company Image

A good logo should make sense for your business. An investment bank, for example, wouldn’t choose a whimsical font and colorful icon. Instead, it would select a more conservative design that evokes trust.

02. It’s Enduring

Pick a logo that will stand the test of time. Choose color combinations that reflect your business and not this season’s trends.

03. It’s ScalableMake sure your logo works well on everything from billboards to online banner ads.

04. It’s Simple

Think Apple, McDonald’s or Nike. All of these companies have easily identifiable logos with clean, straightforward designs.

05. It Appeals to Your Target CustomerA good logo will help attract your target market. For example, if you’re opening a high-end candle company, your logo should evoke a feeling of exclusivity and sophistication, appealing to a consumer of luxury goods.

06. It’s Meaningful

Your logo should connect to the core of your brand. Whether it’s related to your mission or offers more than initially meets the eye, a logo that holds significance for your company will better translate to your customers.

When you have a finalized

logo for your business, it’s

important to trademark it. This

will allow you to prevent other

companies from using a logo

that is too similar to yours.

Advice InspirationActionBefore deciding on a final

logo design, share it with

friends and colleagues. Ask

them what they think the logo

stands for or represents. This

will help you understand if

your messaging is clear from

an outside perspective.

“Logos and branding are so

important. In a big part of the

world, people cannot read

French or English — but are

great in remembering signs.”

— Karl Lagerfeld