It's a combination of originality, memorability, and following simple design rules. So, let's get into it. In this blog, we're gonna discuss what makes a logo good and what can make it bad.
GOOD LOGOS ARE:
Memorable
Easy to recreate.
Unique color palette
Works at a small scale
Works in one color
Doesn't look like your competition
There is hierarchy
BAD LOGOS ARE:
Complex
Forgettable
Has a bland color palette or looks similar to your competition
Cannot work in one color
Looks like everyone else
Has not hierarchy
So, let's deep dive into this. The major mistake I typically see with people's logos is that they look like their competition. This is easy to let happen because we hop on trends. But when we all jump on the trend then we all look alike and in a few years, we all look dated.. and not in a cool Golden Girls way either. A lot of the current trends do not allow your logo to follow some of these Good Logo Guidelines I have listed above. So let me explain why each rule is necessary.
MEMORABLE
Without being too obvious. You want to be remembered for the services you offer or the products you sell. A good logo and visual identity will help you with this. However, don't rely only on your logo for this. Your brand needs to be solid and confident to also be memorable.
EASY TO RECREATE
This is a great rule of thumb, if a toddler can redraw your logo, you're on to something. Why is that? Because humans can easily remember simple themes rather than complex ones. Keeping your logo simple means it's easy to remember. Simplicity paired with repetition will really help your brand be memorable.
UNIQUE COLOR THAT HAS BEEN ESTABLISHED
If you are consistent with your visuals you can eventually get to the point where people simply associate the color of your visuals to your brand. If you picture a white to-go coffee cup with a green circle on it, you are probably thinking of Starbucks. That is because they have been consistent with their placement and colors that at this point they don't need to showcase the Siren logo to make you think of their brand.
WORKS AT A SMALL SCALE
Your logo must work at the size of a penny. This is for legibility purposes. Especially in today’s age that your visual identity must seamlessly spread across digital and print platforms. Think if your logo was the size of your Instagram profile photo and if people could read it or make out the shape of your mark. If it doesn't work then you have legibility issues.
WORKS IN ONE COLOR
While I know we live in a digital age there are still reasons for your logo to work in one color. Examples: when you get shirts embroidered when you sponsor events and the banners are only printed in two colors, etc. There are a ton of times you will need your logo to work in one color When your logo relies on other colors to help its legibility you will see that it will get butchered by other people quickly to fit their needs.
IT DOESN’T LOOK LIKE YOUR COMPETITION
The biggest issue with this is the trends that people follow. Don't get me wrong, I like trends but when it comes to your logo you don't want to be following a trend. You want to be a trendsetter in your industry. When you start to look like everyone else you become forgettable, unless you have a really strong personal brand (aka people know your face) I do not recommend the Etsy and Canva logos as those not made to have you stand out but to look like you are part of the trend.
THERE IS HIERARCHY
This is crucial. A lot of logos that are typically DIY'd hit this bump. There needs to be visual hierarchy to your logo. You need to ask yourself, "what do I want people to see first? then second? then third?" Is the emblem (the icon) more important, the name, the tag line, etc? A mistake I see a lot of people think it’s all important but as our human brains can really only remember certain things we need to able to dictate to that person seeing your logo what you think is the most important.
A good rule of thumb. If your icon is rather basic, as in other people may have it or it isn't distinct to your visuals then make the name larger than the icon.. especially if the name is unique.
SOME MISTAKES TO AVOID:
Using gradients — these can make your visuals look very dated. Let's just think about how rose gold gradients were such a craze 5 years ago.
Using fonts that are hard to read. I know script looks nice but use it sparingly.
Your logo has really thin linework so it becomes really hard to read when it gets smaller. This also applies to certain fonts
Copying someone's logo, even if they are part of a different industry can land you in a lawsuit. Even if its only part of their logo, especially with big franchises like Sports teams, etc. They have tons of people on the internet tracking the use of their logo to ensure it is being used correctly and with a proper license.
