What Makes a Good Logo? 8 Qualities and How to Test Yours

A logo isn't your whole brand, but it's the most visible part of it. A good one helps people recognise you quickly and remember you. A weak one just takes up space. Here are eight qualities to look for, and a simple way to test yours.

1. Simple

Simple logos are easier to recognise, remember and reproduce. If you can't sketch it from memory after seeing it a few times, it's probably too complicated.

2. Distinctive

It should look like you, not like everyone in your category. Look at competitors. If you could swap logos and nobody would notice, there's work to do.

3. Appropriate

The style should suit your audience and what you do. A playful logo for a law firm, or a stiff one for a children's brand, sends mixed signals.

4. Flexible

A logo lives in many places: a tiny social icon, a website header, a shop sign, a printed bag, embroidery. A good logo works in all of them, in colour and in one colour, on light and dark backgrounds. That's why designers create several versions, such as a full lockup, a stacked version and a simple icon. See what a logo file pack should include.

5. Legible

If it includes text, the text must be readable at small sizes. Very thin lines and detailed shapes disappear when reduced.

6. Timeless enough

You don't need a logo that lasts forever, but trend-driven details date quickly. Aim for something that will still look right in several years. Gap's 2010 attempt is a warning about changing things without strong reasons. See Gap's six-day logo lessons.

7. Meaningful

Meaning isn't essential, but a clear idea behind the design gives you something to say about it and helps it hold together. McLaren's new wordmark, drawn from a real garage sign, is a good recent example. Read about McLaren's new identity.

8. Usable as part of a system

A logo works best alongside colours, typography, imagery and tone. On its own it can't carry the brand. See logo vs brand identity.

A quick test for your logo

1. The squint test. Squint at it or blur your eyes. Is the shape still recognisable?
2. The small-size test. Shrink it to about the size of a favicon. Does it survive?
3. The one-colour test. Make it black or white. Does it still work?
4. The distance test. View it from a few metres away or across a room.
5. The memory test. Show it to someone for five seconds, then ask them to describe or sketch it.
6. The competitor test. Put it next to your main competitors. Can you tell it apart?
7. The application test. Mock it on a website, a pack, a van and a social profile.

Common mistakes

• Starting with the logo before the strategy
• Using too many colours, effects or gradients
• Relying on a stock symbol or a template other businesses use
• Making it so detailed that it only works large
• Changing it too often

When to redesign

A logo might need work if it looks dated, doesn't reproduce well, no longer reflects the business or is confused with a competitor. A refresh often does more than a complete change. Our guide on rebranding ideas sets out the options.

Frequently asked questions

How much should a logo cost?

It varies widely depending on the designer, the scope and whether strategy is included. Be wary of very cheap work that reuses templates.

Do I need a symbol as well as a wordmark?

Not always. Many strong brands use just a wordmark. A simple symbol helps in small spaces such as social media.

Can you design ours?

Yes. See our brand identity work, or book a consultation.