A good logo is memorable because it’s memorable and appropriate – it should also be timeless and versatile – and lastly it should be appropriate.
I believe in simplicity. Great design offers the simplest solution to a problem. Simplicity allows your logo to be easily recognizable. We all know the K.I.S.S. principle of design: Keep It Simple, Stupid. It’s rather cheeky, but serves as a good reminder for most things in life.
Your logo should also be unique. The uniqueness of your logo together with the easy recognition results in a memorable logo. In fact, I’d go so far as to say that memorability is THE most important factor to a good logo.
A good logo is able to work across a variety of applications and mediums. From billboard to postage stamp, colour and black and white. Your logo needs to be functional. By creating your logo in a vector format, you will be able to scale it to any size. I initially work in only black and white when creating a logo – this ensures that your logo will work when colour restrictions only allow for black and white printing. It also allows me to focus on the concept and and overall shape of the logo. Both a horizontal and vertical format may be supplied, depending on the final concept.
You’re investing money into your brand so you deserve a logo that is able to stand the test of time. Your logo should still be relevant in 20 years time and not become outdated. By keeping things simple, you stand a better chance of creating a timeless logo that always represents your company’s vision.
Lastly, your logo should be appropriate. Bright and happy colours for a fun product, sober colours and fonts for a more serious product. A financial institution would not be served well by using childlike fonts and every primary colour. However, it has to be said that a logo only takes on real meaning in relation to it’s product or service. Not all logos need to be self explanatory – car logos do not need to show a car – but it does need to be appropriate in relation to the product or service.
What do you think makes a good logo?