What makes a good logo?

A good logo is iconic, ascetically pleasing and most of all, effective.

For a logo to be all of these things it must conform to 3 basic rules.

First and foremost, a logo must be simple. Logos need to work in a large variety of applications, from huge billboards to the icon of a phone app. This requires a logo to be identifiable big or small. This can only be achieved through simplicity.

A logo should also be versatile. Versatility doesn’t just mean being able to be used in big and small applications but the design itself shouldn't be complicated, trendy or attempt to explain much. Understanding what a company or organization does only comes from repetitive and appropriate logo usage accompanied by a quality marketing strategy. It takes time for a logo to gain its value. This is why a logo must be capable of working for a company for a long time or perhaps even the entirety of the company’s lifespan.

And finally, a logo needs to be memorable. A logo may only be seen for a short moment, like when scrolling through a news feed or driving past a sign. Because of this, a logo cannot be overly complicated or the viewer simply won’t notice it. High contrast, one or limited color combinations as well as the use of simple abstract shapes achieve this important goal.

So what are examples of these principles applied by companies today? Just think of companies like Apple, Nike and Amazon. You can easily picture the logos in your head and they all adhere to the principles described. 

Interestingly enough, nearly every truly successful company that has stood the test of time has had a logo that adhered to the principles described. Companies such as Westinghouse, Cummins and IBM all have had the same logos for many years because of the adherence to these rules.

When it comes time to create your company's most valuable visual asset, make sure that the company or individual you are working with frequently references the importance of design standards. Many designers know the above mentioned rules but may have their own words to describe them.

By partnering with a designer who strictly adheres to these rules and is granted the freedom to work unrestricted, will undoubtably lead to a logo that will work across all forms of media and for years to come.