What makes a good logo?

Designing a logo

  1. Appropriate: A great logo means something, tells a story, so make it relevant.
  2. Timeless
  3. Memorable: Commit to memory and aim for distinction
  4. Simple: Focus on one thing,
  5. Versatile: but give it a chance to live among other elements (1)

Source: David Airy (1), Jacob Cass (2)


Branding – Identity – Logo

  • A Brand (or Branding) refers to the perceived image and subsequent emotional response to a company, its products and services. It also represents the conversation that customers are having with each other about the company, and how that spreads. My favorite definition about brand is the one Seth Godin gave: A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.
  • An Identity describes the visual devices used to represent the company. Identity systems are a visual components package that is paired with style guidelines and used as a framework to ensure the corporate image is cohesive and consistent. Some of the visual devices that leverage the brand elements and style guidelines are as follows: stationery, marketing collateral, packaging, signage, messaging, and digital projects, among others.
  • A Logo is the central, identifiable visual element that helps customers discover, share and remember a company’s brand. Usually it’s in the form of an icon (mark or symbol), logotype, or combination of the two. The main purpose of a logo is summed up nicely as the five principles of effective logo design in this Smashing Magazine article.

    Phase 1: Research, Vision & Design Brief


Phase 2: Logo, Identity, & Guidelines

Phase 3: Monitoring & Rebranding

Extended Reading

  • Brand Thinking and other Noble Pursuits by Debbie Millman
    This book describes itself as a series of illuminating and spirited conversations on branding with 22 top design executives, strategists, and critics. Debbie interviews an all-star cast that makes purchasing this book a must!
  • The Brand Gap by Marty Neumeier
    Neumeier has been an expert practicing in the field of brand identity, and this timeless book offers a unified theory on brand-building.
  • Dynamic Identities: How to Create a Living Brand by Irene Van Nes
    This book has many examples of dynamic brand identities that are malleable, creative systems of visual identification.
  • Branding Matters by Jason VanLue
    Jason explores the core essentials to the purpose of good branding for small businesses, offering easy access to design exercises that will you shape your brand’s vision, strategy, identity, experience and interaction.
  • Logo Design Love: The Book by David Airey
    This valuable resource outlines the steps of creating an effective logo, and offers valuable insights, exploration processes and more.
  • Designig Brand Identity by Alina Wheeler
    Alina’s book is a well-rounded, deep dive into the world of designing brand identities with tons of great examples. Alina’s expertise shines as she explains the brand identity design process through the phases of ideals, elements and dynamics. Thanks to Ben Tibben for recommending this resource.

Source: Creative market